2024 RETAIL HOLIDAY GUIDE – NEW YEAR, NEW RETAIL PLAN
Although the holiday season has ended, it’s never too early to start planning for the holidays the new year brings. Each season comes with opportunities for brands and retailers to engage shoppers and drive sales. From the vibrant colors of spring to the cozy comforts of winter, each season provides a unique backdrop for creating compelling narratives and connecting with consumers on a deeper level. By aligning products and messaging with seasonal themes, brands can tap into their target audience’s changing preferences and needs. With nearly 40 years of expertise in ever-evolving retail trends, BDS developed a retail holiday guide to help you leverage the opportunities that each holiday brings. Our guide is designed to assist you in mapping out your approach for every selling season, encouraging the incorporation of targeted holidays into your retail strategy.
Q1: January – March: Setting the Stage: Redefining Retail in the New Year
As the new year unfolds, the significance of Q1 sales cannot be overstated, as they establish the trajectory for the entire year. New Year’s Day emerges as a pivotal moment for retailers to shape Q1’s success. Aligned with the spirit of fresh starts and resolutions, this day becomes a prime opportunity for retailers to boost sales by promoting products associated with self-improvement. Items linked to health and wellness, fitness, home office supplies, and organization tools become particularly appealing, resonating with consumers seeking to enhance various areas of their lives in the new year.
February hosts three significant holidays and events that present lucrative opportunities for brands: Super Bowl Sunday, Valentine’s Day, and President’s Day. Super Bowl Sunday stands out as one of the most-watched television events in the United States, boasting a staggering 113 million views in 2023. The immense viewership translates into hundreds of millions of dollars in advertising revenue for the NFL, with iconic commercials becoming a memorable aspect of the event. Given the extensive audience engagement during the Super Bowl, brands find it hard to resist investing millions in a single commercial. This event becomes a prime opportunity for businesses to showcase and sell products related to home electronics, such as TVs and speakers, as well as food and beverages tailored for parties. By strategically aligning your retail efforts with Super Bowl Sunday, brands can tap into the enthusiasm surrounding the event, maximizing exposure and driving sales in categories that resonate with the spirit of this high-profile sports spectacle.
But don’t worry, lovebirds! With Valentine’s Day being three days after the Super Bowl, brands and retailers are here to ensure that you won’t forget to get your significant other the perfect token of appreciation. By pushing Valentine’s Day products early, brands and retailers keep the holiday top-of-mind for shoppers. In 2023, Valentine’s Day spending reached nearly $26 billion, the highest year in history.
As Q1 comes to an end, we hope you’ve found your pot of gold at the end of the retail rainbow! In 2023, St. Patrick’s Day generated an increase in sales compared to 2022, reaching $7 billion (about $22 per person in the US). With two-thirds of Americans celebrating the Irish holiday, how can you incorporate the Irish holiday into your retail calendar?
• Promote any green-colored apparel items, food, drinks, décor, etc.
• Launch a campaign focusing on eco-friendly “green” products.
Notable Q1 Holidays/Events:
- New Year’s Day – January 1
- Super Bowl Sunday – February 11
- Valentine’s Day – February 14
- President’s Day – February 19
- St. Patrick’s Day – March 17
Q2: April – June: Blooms and Bargains: Unveiling Spring Savings
Q2 brings opportunities for brands and retailers to focus on retail strategies for Easter, Mother’s Day, Father’s Day, and graduation season. While Easter may not boast the same level of commercialization as Christmas, it presents a fantastic opportunity for captivating spring promotions. Earth Day, a globally celebrated annual event, offers a poignant moment for brands to reinforce their commitment to environmental protection and sustainability. Showcase your dedication by featuring your eco-friendly products and environmentally conscious packaging, reminding consumers of your brand’s eco-conscious values.
Numerous forward-thinking brands embark on campaigns that extend beyond profit, actively contributing to environmental causes. By allocating a portion of sales to nonprofit organizations, these initiatives not only raise awareness but also make a tangible impact. It’s crucial to recognize that sustainability is not a fleeting trend, but a lasting ethos embedded in conscientious consumer choices. Seize the season’s momentum, align your brand with eco-friendly principles, and let your commitment to sustainability resonate with consumers who increasingly prioritize environmentally responsible choices.
Incorporating Mother’s Day and Father’s Day into retail strategies taps into the emotional sentiments of consumers. These special holidays offer brands unique opportunities to position their products to cater to audiences’ needs. For Mother’s Day, consumers are likely to purchase flowers, chocolates, clothing, and self-care items. In 2023, consumers spent nearly $23 billion on Father’s Day. It is reported that the most popular Father’s Day gifts were greeting cards (61%), clothing (55%), special outings (52%), and gift cards (48%).
Including graduation season in retail strategies is crucial for brands aiming to tap into a lucrative market celebrating significant life milestones. This period, marked by heightened consumer spending, offers diverse opportunities for products aligned with the sentiments of accomplishment and gifting. Aside from gifting cash, total spending during graduation season reached nearly $6 billion in 2023. By strategically aligning promotions with graduation themes, brands boost immediate sales and foster lasting connections, positioning themselves as attuned to the diverse needs of their consumer base.
As we hit the midpoint of the year, you’re likely contemplating strategies to boost your brand’s market share for the rest of the year. A strategic move could involve initiating a targeted Market Development program designed to propel your products and shape consumer purchase decisions. Trust our Retail Sales Specialists to champion your brand, skillfully highlighting your products’ unique features to ensure they stand out in a crowded market. Whether your brand specializes in home electronics, home appliances, or consumer electronics products, our dedicated brand champions will expertly recommend products that align seamlessly with the unique needs of your shoppers.
- Easter – March 31
- Earth Day – April 22
- Cinco De Mayo – May 5
- Mother’s Day – May 12
- Memorial Day – May 27
- Graduation Season – June 2024
- Father’s Day – June 16
Q3 and Q4: July – December: From Sun-Kissed Savings to Festive Frenzies
Q3 calls for some summer savings! Aside from the 4th of July, this quarter doesn’t have other major holidays. Now is the time for retailers and brands to implement mid-summer markdowns, creating opportunities to move seasonal items and lay the groundwork for the upcoming holiday season. While it may be too soon for holiday-related campaigns, it’s the optimal moment to commence strategic planning for the festivities that lie ahead.
When Halloween decorations start to sneak up on you, take that as a telltale sign that the holiday rush is right around the corner. This quarter is the best time to gear up for the hectic selling season that Q4 brings. To ensure your brand is ready for Thanksgiving, Black Friday, and Cyber Monday, now is the time to prepare Retail Sales Specialists for a big Q4. BDS is here to ensure your brand and products have a presence on the sales floor that can’t be missed. Our Market Development Managers and Retail Sales Specialists will bring their retail expertise to increase brand awareness and sell your products during the jam-packed holiday season.
Thanks to omnichannel retail, consumers are starting their holiday shopping earlier and earlier each year. In 2023, consumers spent a record high of $9.8 billion in online sales during Black Friday. Although online shopping is becoming increasingly popular, consumers still want to experience a product or brand in-store before making a purchase. With shoppers spending nearly $965 billion during the holiday season in 2023, Black Friday could be your biggest sales day of the year.
Q3 + Q4 Holidays/Events:
- Independence Day – July 4
- Labor Day – September 2
- Halloween – October 31
- Veteran’s Day – November 11
- Thanksgiving – November 28
- Black Friday – November 29
- Small Business Saturday – November 30
- Cyber Monday – December 2
- Green Monday – December 9
- National Free Shipping Day – December 14
- Hanukkah Begins – December 25
- Christmas – December 25
- New Year’s Eve – December 31
Within the retail landscape, every season unfolds as a prime selling opportunity. The potential to connect with new consumer demographics, increase product sales, and expand market influence persists year-round. Whether your aim is to introduce an innovative product to the market or manage seasonal inventory, BDS is ready to deliver exceptional results for your brand!
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