New 2020 Promotion Calendar
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.
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. Key sporting events are also noted including Euro 2020, the Olympic Games, Wimbledon and the Tour de France.
International Dates and Trends
That’s not all: this multipurpose calendar is printed double-sided, with occasions for German-speaking countries on one side and international dates in English on the other. Designed around the ’sign of the sea’ – the Pantone colours for 2020 – it also highlights the most on-trend colours for the coming 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.’