How the New E-Commerce Calendar is Reshaping Shopper Behavior Globally | Martech Edge | Best News on Marketing and Technology
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How the New E-Commerce Calendar is Reshaping Shopper Behavior Globally

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How the New E-Commerce Calendar is Reshaping Shopper Behavior Globally

How the New E-Commerce Calendar is Reshaping Shopper Behavior Globally

Business Wire

Published on : May 27, 2025

Intuit Inc., in partnership with Canvas8, released The New E-Commerce Calendar report revealing a shift in customer shopping behavior. Traditional retail and price promotions now influence only 22% of purchase moments. Instead, shopping is driven by personal, cultural, and community events throughout the year. This evolution demands marketers rethink their engagement strategies beyond the conventional holiday season.

The New Year-Round Shopper Rhythm

  • The end-of-year holiday season accounts for only 10% of annual shopper engagement opportunities.

  • Brands face up to 15 retail, cultural, or religious moments to engage customers each month.

  • 39% of shoppers feel overwhelmed by the volume of sales and promotions, and 25% avoid shopping during major sales events.

  • This saturation presents both challenges and opportunities to capture customer attention more meaningfully.

Six Key Categories in the New E-Commerce Calendar

  • Sales Moments:

    • Traditional events like Black Friday and Prime Day remain influential.

    • 76% of shoppers use these moments for planned purchases.

    • 72% remain open to unplanned buys if the deal is right.

  • Celebratory Moments:

    • Events like Valentine’s Day and Halloween hold strong emotional appeal.

    • 54% and 39% of shoppers respectively make purchases around these occasions.

  • Holiday Moments:

    • Holiday season remains significant but with evolved shopper motivations.

    • Price sensitivity drops 38%, with a focus on joy and tradition.

  • Entertainment Moments:

    • Sporting and cultural events (World Cup, Super Bowl) influenced 15% of shoppers in the last two years.

  • Advocacy Moments and Together Moments:

    • These include social causes and community events shaping purchase behaviors, especially among younger demographics.

Shopper Segments and Regional Insights

  • Parents are more likely (54%) to shop during discount-driven moments than non-parents (45%).

  • Younger shoppers (18–34) shop more during Advocacy and Entertainment Moments but feel more overwhelmed by promotions.

  • Older shoppers (55+) are more skeptical of discounts, perceiving many as exaggerated.

  • Regional differences:

    • UK and Canada shoppers respond strongly to loyalty rewards (43%).

    • German shoppers more often set holiday budgets (49%).

    • Benelux shoppers show less concern about missing deals (66%).

    • Scandinavian shoppers are least influenced by discount sales (41%).

Strategic Takeaways for Marketers

  • The traditional marketing calendar must evolve into a dynamic, year-round strategy that aligns with cultural and community moments.

  • Understanding emotional drivers behind each moment category can unlock new growth opportunities.

  • Tailoring marketing efforts by demographic and regional nuances enhances engagement and loyalty.

  • Brands focusing on meaningful, timely connections beyond price promotions can build deeper emotional ties and sustain long-term growth.

The New E-Commerce Calendar highlights that today’s shopping behavior is complex, diverse, and culturally driven across the calendar year. Marketers who adapt to this evolving landscape by focusing on moments that matter—beyond traditional sales events—will better resonate with their audiences, create stronger brand loyalty, and achieve sustained business success globally.