B2C HOLIDAY E-COMMERCE CALENDAR

W W W.W H E R E O WA R E .C O M

The 2017 holiday shopping season is fast approaching. To make this your best sales season yet, we’ve laid out important shopping days and email campaign ideas to increase website traffic + boost conversions.

Email ideas are numbered to correspond to campaign ideas (explained on page 2).

Campaign dates are suggestions and should b e modified for your business.

Promote early and often (from every channel) to maximize sales on these important holiday shopping days.

HOLIDAY EMAIL IDEAS

BLACK FRIDAY + CYBER MONDAY

DAY-OF EMAIL

FREE GIFT WITH PURCHASE

LAST DAY TO SHIP

DISCOUNTED SHIPPING

LAST MINUTE SHOPPERS

GIFT GUIDES + TRENDS

COUNTDOWNS + DAILY DEALS

LOYALTY INCENTIVES

COMPANY THANK YOU’S

TREAT YOURSELF

Promote early + often - these days drive 50-100% more revenue than other shopping days.

Advertise holiday sales early-on, but also send a celebratory email on the holiday.

Motivate browsers to buy with a free gift.

Count down the last days to ship + receive items by the holiday.

Offer shipping incentives throughout the season (for loyal shoppers, cart abandoners, or everyone).

Make last minute shopping easy with special deals and e-gift cards.

Gift guides, like “Top Gifts for Men,” help shoppers find gifts for everyone on their list.

Boost engagement + repeat visits with daily deals. Add urgency by counting down to the holidays.

Reward repeat customers with special discounts, free shipping, gifts, or post-holiday coupons.

Thank customers with a heartfelt holiday card from your company (without pushing a sale).

Motivate personal buys. About 30% of purchases over Thanksgiving are self-gifting (Reuters).

1

2

3

4

5

6

7

8

9

10

11

2Fall trends

guide

3 4 5 7

8 9

Columbus Day

10 11 12 13 14

15 16 17 18 19 21

22 23 25 26 27Loyalty deals for email subscribers

28

SUN MON TUE WED THU FRI SAT

O C T O B E R

29 30 31

Halloween

2

2

9

20Countdown to

Halloween + last day to ship

8

6Columbus

Weekend Sales

87

241 month to

Black Friday

1

1

1 2 3 4

5 6 7 8 8 10 10

Veterans Day

12 13 14 15 18

19 20Countdown to Cyber Monday

22 23

Thanksgiving

26 27

Cyber Monday

28 29

16Free gift with purchase until Thanksgiving

24

Black Friday

25

Small Business Saturday

17Countdown to Black Friday

8

21

Treat Yourself

11

30

2

28

3

2

2 2

SUN MON TUE WED THU FRI SAT

NOV EM B E R

1 2

3 4 5 6Week of Daily

Deals

7 8Discount shipping

9

10 11

Green Monday

12Hanukkah

Begins

13 15 16

17 18Company

Holiday/Thank you card

19 20 21Gift cards for

last minute shoppers

22 23

24

Christmas Eve

25

Christmas Day

26

Kwanzaa Begins

27New Years Eve

Trends

28 29 30

SUN MON TUE WED THU FRI SAT

31New Year’s EveTreat Yourself

for NYE

1

New Years Day

14

Last day to ship

D E C E M B E R

2

6

2

10

2 2

11

4

58

2 72