Retail shopping windows, usually driven by a holiday or seasonal event, are days where consumption behavior increases - online and in-store. These represent a crucial opportunity for brands to align their marketing strategies and promotional calendars with the right occasions and create more targeted, personalized and engaging experiences to connect with their audience, ultimately driving sales and customer loyalty. If you think this only means occasions like the Holidays or Back-to-School, think again! There is a growing trend of ‘micro occasions’ in retail marketing that is driving customers to spend more. Micro occasions are smaller moments/ days brands can leverage to further connect with consumers (think National Coffee Day or National Pet Day!). We’ve put together a retail calendar including a list of key national and international holidays, seasonal shopping windows, retailer promotional windows and some interesting micro occasions to consider in 2024.
| January | February | March | |||
| 1 | New Year's Day | 1 | Black History Month | 1 | National Day of Unplugging |
| 2 | National Science Fiction Day | 2 | Groundhog Day | 3 | World Wildlife Day |
| 7 | Golden Globes | 3 | NHL All Star Game | 8 | International Women's Day |
| 14 | Australian Open (Tennis) | 4 | World Cancer Awareness Day | 10 | Academy Awards |
| 15 | National Bagel Day | 9 | National Pizza Day (US) | 17 | St. Patrick's Day |
| 15 | Martin Luther King Jr. Day | 10 | Chinese New Year | 18 | Global Recycling Day |
| 15 | Blue Monday | 11 | Super Bowl Sunday | 19 | March Madness |
| 16 | Religious Freedom Day | 11 | National Latte Day | 20 | First Day of Spring |
| 18 | Get to Know Your Customer Day | 13 | Galentine's Day | 20 | International Day of Happiness |
| 21 | National Hugging Day | 14 | Valentine's Day | 21 | World Poetry Day |
| 23 | National Pie Day | 17 | Random Act of Kindness Day | 21 | International Day of Forests |
| 26 | Australia Day | 18 | NBA All Star Game | 22 | World Water Day |
| 31 | National Hot Chocolate Day | 19 | Family Day (Can) | 29 | Mom & Pop Business Owner Day |
| NFL Playoffs | 19 | Presidents' Day (US) | 29 | Good Friday | |
| Winter Olympics | 22 | National Margarita Day | Easter | ||
| Tax Season | MLS Soccer Season | Allergy Season | |||
| American Heart Month |
| April | May | June | |||
| 1 | April Fools' Day | 4 | National Fitness Day (US) | 4 | National Cheese Day |
| 4 | National Burrito Day (US) | 4 | Star Wars Day | 5 | World Environment Day |
| 7 | World Health Day | 5 | Cinqo de Mayo | 7 | National Donut Day |
| 8 | The Masters - Golf | 5 | African World Heritage Day | 8 | Global Wellness Day |
| 10 | National Siblings Day | 5 | World Laughter Day | 10 | US Open (Golf) |
| 11 | National Pet Day | 7 | World Teachers' Day | 14 | Flag Day (US) |
| 18 | World Heritage Day | 12 | Mother's Day | 14 | World Blood Donor Day |
| 20 | 4/20! | 19 | World Baking Day | 16 | Father's Day |
| 22 | Earth Day | 20 | Victoria Day (Canada) | 19 | Juneteenth (US) |
| 22 | Passover Begins | 26 | French Open (Tennis) | 21 | National Selfie Day (US) |
| 23 | World Book Day | 27 | Memorial Day | 21 | World Music Day |
| 28 | National Superhero Day | NHL Playoffs | 21 | First Day of Summer | |
| International Dance Day | Mental Health Awareness Month | 21 | International Yoga Day | ||
| NBA Playoffs | 30 | World Social Media Day | |||
| MLB Regular Season | NBA finals | ||||
| Diversity Month | Stanley Cup Finals | ||||
| LGBTQ Pride Month |
| July | August | September | |||
| 1 | Canada Day | 4 | National Sister's Day (US) | 2 | Labor Day |
| 1 | Wimbledon (Tennis) | 4 | Friendship Day | 8 | Grandparents' Day |
| 2 | Made in the USA Day | 8 | International Cat Day | 10 | World Suicide Prevention Day |
| 4 | Independence Day (US) | 9 | National Book Lovers' Day (US) | 11 | Patriot Day |
| 6 | International Kissing Day | 12 | International Youth Day | 13 | Positive Thinking Day |
| 7 | World Chocolate Day | 19 | World Photography Day | 21 | Oktoberfest Begins |
| 13 | PGA Championship | 19 | World Humanitarian Day | 27 | World Tourism Day |
| 16 | MLB All Star Game | 21 | World Senior Citizens' Day | 30 | International Podcast Day |
| 17 | World Emoji Day | 26 | International Dog Day | Back to School Season | |
| 17 | National Hot Dog Day | 26 | US Open (Tennis) | NFL Regular Season | |
| 21 | National Ice Cream Day | Back to School Season | Self Improvement Month | ||
| 26 | Summer Olympics | NCAA Football Season | Friendship Month | ||
| 28 | National Parents' Day | Black Business Month | Hispanic Heritage Month | ||
| National Grilling Month | |||||
| Amazon Prime Day | |||||
| October | November | December | |||
| 1 | International Coffee Day | 1 | World Vegan Day | 1 | World AIDS Day |
| 4 | World Animal Day | 1 | Diwali | 2 | Cyber Monday |
| 5 | World Teachers' Day | 5 | Election Day (US) | 3 | Giving Tuesday |
| 10 | World Mental Health Day | 11 | Veterans' Day | 3 | Make A Gift Day |
| 14 | Canadian Thanksgiving | 11 | Remembrance Day (CAN) | 9 | Green Monday |
| 14 | Columbus Day (US) | 13 | World Kindness Day | 14 | National Free Shipping Day (US) |
| 14 | Indigenous Peoples Day (US) | 19 | International Men's Day | 21 | Super Saturday |
| 16 | World Food Day | 28 | Thanksgiving (US) | 22 | First Day of Winter |
| 31 | Halloween | 29 | Black Friday | 24 | Christmas Eve |
| NBA Regular Season | 30 | Small Business Saturday | 25 | Christmas Day | |
| MLB Playoffs | MLS Cup Playoffs | 25 | Hanukkah Begins | ||
| MLB World Series | Cold & Flu Season | 26 | Day after Christmas / Boxing Day | ||
| NHL Regular Season | Movember Month | 36 | Kwanzaa | ||
| Breast Cancer Awareness Month | National Family Caregivers Month | 31 | New Year's Eve | ||
| Amazon Prime Day | Holiday Season | 31 | National Champagne Day | ||
| Target Circle Days | Holiday Season |
Download the pdf of the calendar here
Develop Your Brand's Promotional Calendar
Use the retail calendar, including the holidays, micro occasions and retailer promotion windows to develop your brand's promotional calendar. See examples of sales promotions here or consult with one of our experts on a specific promotion, holiday or shopping window, contact us by clicking here.