A Calendar for every day

2020-06-17 –

GfK research shows 40% of all purchases are either based on a special occasion, or have been prompted by an occasion-related promotion. When close to half of all sales are driven this way, retailers and manufacturers have good reason to plan appropriate campaigns for the coming year well in advance.

Due to the cancellation of many major events in 2020 as a result of the Covid-19 pandemic, the importance of individual days is a key topic for marketing managers.

Christmas continues to be the number one retail sales driver, although shoppers often buy for personal rather than seasonal reasons. This might be for a meal with friends, to celebrate exam results or to give someone (perhaps yourself) a little reward for successfully completing a project.

STI Group’s promotion calendar is the perfect tool for developing 2020 promotional plans. This A2 format calendar offers inspiration for 365 purchase occasions ranging from the everyday to the weird and wonderful, with highlights such as ’Talk like a pirate day’, World Vegetarian Day and even the start of the Hogwarts school year.

International Dates and Trends

Designed around the ’sign of the sea’ –  the Pantone colours for 2020 – it also highlights the most on-trend colours for this season.

For Martin Schlottmann, Global Key Account Management Director, Advanced Solutions at GfK, occasion-based shopping is a great opportunity to escape the price promotion spiral. ’Occasion-related shopper marketing can be used to tailor individual concepts that systematically activate shopper emotions and needs, in the context of various occasions. This could be special assortment mixes, special shelf layouts and secondary placements, and/or event-driven joint promotions. It is important to address and inspire shoppers emotionally at the right time.’