Beyond Black Friday: Year-Round Retail

 

The days of relying primarily on traditional retail events like Black Friday, Christmas or EOFY sales to connect with customers are behind us. Today’s retailers need to move beyond conventional sales cycles and tap into culturally- and emotionally-driven moments that mean something to their customers. In this landscape, it’s not about appearing everywhere, all of the time. It’s about showing up for your customers when it truly matters to them.

 

Research from Intuit Mailchimp’s New E-Commerce Calendar report shows that one in four customers avoid shopping during big sales events entirely. Brands that concentrate their retail activities during these events may be missing out on connecting with an entire group of potential shoppers. 

 

Instead of relying on high-traffic and discount-driven sales events, retailers can use resources like the New E-Commerce Calendar to identify less saturated events throughout the year that may resonate differently in different markets. Brands can incorporate these moments into an effective year-round marketing strategy that's locally-informed and customer-centric.

 

 

Promotional fatigue is particularly common in Australia, where nearly half of shoppers feel overwhelmed by the volume of promotions on offer. Inundating customers with sales, messages, and events throughout the year is no longer a viable option. The modern marketer faces the dilemma of how to cut through the noise without adding to it. 

 

Price may well be the top sales driver for over three-quarters of Australian shoppers, but brands wanting to stand out need to look beyond the sales impact of calendar moments and, instead, view these events as opportunities to connect with customers on a deeper level. Marketers can tap into big retail moments, like Black Friday, without losing sight of what makes their brand distinct, which could be their focus on sustainability or partnerships with local charities. The New E-Commerce Calendar helps retailers show up with purpose and build connections that last beyond individual transactions.

 

 

With up to 15 monthly retail, cultural and religious moments in the New E-Commerce Calendar for retailers to draw on, the goal for marketers is knowing how and when to show up in an increasingly crowded calendar. A good place to start is identifying the moments that are meaningful to their audience and authentic to their brand values, and focusing on connecting with customers during these events. 

 

Moments are shaped by the mindset that shoppers bring to them, and different types are more suited to particular industries and brands. For example, International Women’s Day, Earth Day and other advocacy moments could be best marked by brands that contribute meaningfully in this space, like those that donate proceeds to charitable funds or spotlight voices within relevant communities. Meanwhile, brands that lean into entertainment moments like the AFL Grand Final and Australian Fashion Week can focus on creating a sense of joy and belonging for their audience, who tend to be open to unexpected experiences during these events.

 

 

With the holiday season accounting for only one in 10 opportunities in the annual e-commerce calendar, it’s more important than ever for brands to be intentional with their holiday messaging.  Shoppers across the globe care about bringing joy to others when it comes to buying  presents and the importance of product pricing drops by 38%. Whether they’re motivated by ticking off a long gift list, treating themselves, or creating meaningful memories with family and friends, customers expect brands to meet them where they are and tailor messaging to individual expectations and motivations. 

 

Audience data from e-commerce integrations, including purchase and behaviour-based insights, can help brands understand how a customer’s history can predict their future needs. A/B testing can be used to explore the messages and content that land best with different audiences and build impactful journeys using these insights. Brands can use intuitive email builders and templates to ensure their content resonates with their audience and reaches them at the right time.

 

The brands that can identify their customers’ ideal experiences, whether they’re seeking discounts, exclusivity or pure joy, will be able to come out on top over the holiday season.

 

The way people shop has changed. 78% of the moments in the e-commerce calendar that shape purchasing decisions aren’t driven by discounts—they’re powered by cultural, community and emotional milestones. Whether it’s Pride Month, Diwali or a local music festival, brands need to understand what’s driving customers to purchase during these events  if they want to connect in a meaningful way.

 

That starts with listening. Our research shows that 49% of Australian shoppers are overwhelmed by constant promotions, so cutting through the noise means being useful, not loud. Brands need to tap into real motivations like convenience, emotion, and social connection. It’s not always about pushing a deal; sometimes it’s about being there at the right moment with the right message.

 

The best strategies we’re seeing are the ones that use behavioural insights to personalise experiences and build long-term trust. That’s how you stay relevant all year round and not just during sales seasons.

 

 

One of the most striking things we uncovered was just how differently people engage depending on their age, life stage, and emotional state. Younger shoppers, for example, are really drawn to cultural and advocacy-led moments. They want brands to show up with purpose. But they’re also the group most likely to feel fatigued by non-stop promotions, with two in five admitting to feeling overwhelmed by the number of deals available. That’s a tricky balance to manage.

 

On the other end, older shoppers are more sceptical about discounts and are 22% more likely to think that brands exaggerate offers during sales events. They’re looking for value, but they’re also tuned into whether the experience feels genuine.

 

We also saw that end-of-year holidays, while still important, now only represent a fraction of the year’s engagement opportunities. Moments like the Melbourne Cup or even Eurovision are becoming surprising drivers of purchase decisions. It all points to one thing: relevance isn’t tied to a single calendar event anymore. It’s about meeting people in the moments that matter to them.