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The ecommerce marketing calendar 2021 for your online shop

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The ecommerce marketing calendar 2021 for your online shop

To the German article

2020 is quickly approaching – This means that merchants also have to plan their marketing for the coming period. Although 2020 has clearly shown that the most efficient pre-planning can be completely thrown overboard, you as a shop operator should at least try to prepare as thoroughly and with foresight as possible. With all important dates in mind, you can plan marketing activities early on and use them to increase your sales potential.

From holidays and celebrations to important Shopware events, this guide provides you with a monthly breakdown of what to keep an eye on and plan for next. Get a head start planning seasonal promotions, campaigns, content and more to support your sales throughout the year. Moreover, this guide provides you with tips and tools for implementing your ideas.

COVID-19 currently makes planning difficult

Due to the unpredictability of the current situation, information could change or be out of date. You should always inform yourself about the respective events at short notice.

January

January 1 – New Year’s Day

Prepare your shop now for these upcoming shopping trends:

The winter sale is a major topic for ecommerce in order to increase sales again at the end of the Christmas season and make room for new spring products. Here you can attract customers with special offers and promotions. With Shopware 6, you can easily manage popular marketing tools via the administration and link promotions to target groups, shopping baskets or orders.

To set yourself apart from the competition, you can also create special promotions for your shop. These could include, for example, the addition of bonuses when an order is placed. You can find ready-made configurations and plug-ins for your online shop in the Shopware store. You can find out more about the promotional opportunities that the Shopware Rule Builder offers here.

February

14. Februar – Valentine's Day

Prepare your shop now for these upcoming shopping trends:

  • Spring 
  • Spring cleaning 
  • Spring break / summer vacation

February is known for the start of spring cleaning. Use this time to offer your customers order themes or products that serve freshness and cleanliness.

March

March 20 – Spring Equinox

Prepare your shop now for these upcoming shopping trends:

  • Easter
  • Garden decoration / furniture
  • Motorcycles / convertibles
  • Outdoor sportswear / equipment

April

April 4 – Easter Sunday

April 22 – Earth Day

Prepare your shop now for these upcoming shopping trends:

  • Weddings
  • High school graduation
  • Bicycles
  • Garden decoration / furniture
  • Grills and accessories
  • Camping equipment

The weather is getting sunnier and the excitement for summer begins. Many customers would like to take advantage of the first hours of sunshine and be inspired online beforehand. In this context, various marketing campaigns are suitable. For example, you can put together suitable products in your online shop or publish blog entries inspiring your customers on how to spend springtime.

Summer_BBQ

May

May 20 – Shopware Community Day in Duisburg, Germany

Prepare your shop now for these upcoming shopping trends:

  • Summer holiday
  • Summer fashion
  • European Football Championship

June

June 11 – July 12 – European Football Championship

June 21 – Summer Solstice

Prepare your shop now for these upcoming shopping trends:

  • Summer holidays
  • End-of-summer sale
  • Beach fashion

Whether it's an outdoor pool, lake, holiday or garden - the summer lures your customers outside. Find out here how you can effectively use the summer slump to create new customer incentives.

July

Prepare your shop now for these upcoming shopping trends:

  • Start of a new school year

August

Prepare your shop now for these upcoming shopping trends:

  • Autumn
  • Thanksgiving
  • Halloween

For the autumn season, suitable decorations and outfits are a must. Prepare your shop and bring the cosy atmosphere to your customers at home. For example, you can highlight suitable prodcuts in your shop or write topic-specific blog posts for your customers.

Herbstliche-Dekoration

September

September 22 – Autumn Equinox

Prepare your shop now for these upcoming shopping trends:

  • Holidays season
  • Winter fashion
  • Preparing your house and garden for winter
  • First frost

October

October 31 – Halloween

Prepare your shop now for these upcoming shopping trends:

  • Black Friday and Cyber Monday
  • Winter holiday & winter clothing
  • Flu season

Black Friday on 26 November is considered the big shopping opening for the holiday business. Therefore, it’s important to prepare the holiday business for your online shop accordingly already in October. This blog post tells you how to make Black Friday a success in your online shop.

What else can you prepare? After Black Friday, the holiday business is just around the corner. In this blog post you will find information on how you can boost the turnover of your online shop during the holiday business.

November

November 1 – All Saints Day

November 26 – Black Friday

November 29 – Cyber Monday

Prepare your shop now for these upcoming shopping trends:

  • Advent calendar
  • Christmas gifts
  • Holiday decorations
  • Winter hobbies

Slowly, the excitement for the Christmas season begins. Take advantage of this anticipation and prepare your shop accordingly, because online shops generate the most sales during the Christmas season.

Gifts that can be individualised are received particularly well. Whether lettering or favourite colour, with Custom Products, your customers can easily add a personal touch to your products.

December

December 21 – Winter Solstice

December 24 – Christmas Eve

December 25 – Christmas Day

December 31 – New Year’s Eve

Prepare your shop now for these upcoming shopping trends:

  • End-of-winter sale
  • Fitness, health, losing weight
  • New Year’s Eve
  • Last-minute Christmas gifts

The Christmas season is also the time when most products are returned. By mid-January, the number of returns rises to about 40% above normal.

If you would like to know how an intelligent returns process helps to convert the cost of returns into conversions and repeat purchases, then take a look at our blog post on the subject of returns and conversion optimisation.

In addition to following up on the holiday business, you can support and inspire your customers in their New Year's resolutions. In the fashion and food sectors, for example, you can focus on sportswear and healthy food. You can also inform your customers about sustainability and encourage them to become more environmentally aware.

Final tip: Remember Mother's and Father's Day

Mother's Day and Father's Day are always a good opportunity to sell special presents in your onlineshop. Here is an overview of the dates of different countries:

  Mother's Day Father's Day 
IT 9th May 19th May
PL 26th May 23rd June
Benelux

NL 9th May

BL 9th May

LU 13th June

NL 20th June

BL 13th June

LU 3rd October

UK/IRE  14th March  20th June
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