Although not every date will be relevant to your business, there’s bound to be some that resonate with your target audience.
As well as the usual dates that happen every year, there’s also a number of one-off events taking place next year. One of the biggest is the Olympics, but it’s also one of the most tightly controlled. In order to protect official sponsors, other companies are not permitted to use any Olympic assets (including logos, the word “Olympics” or “Paralympics” or even Olympic inspired imagery, like a torch graphic) for commercial purposes. This means businesses cannot run a marketing promotion about the Olympics – so if you’re getting into the spirit of the competition make sure you’re careful about your wording and imagery and don’t imply any association with the Olympics. You can read the full guidelines for Rio 2016 on their website.
As well as key dates, search trends can also be a useful tool for planning your marketing activity throughout the year. We’ve included some interesting peaks in the calendar below but you can use Google Trends to find the relevant peaks for your area of business.
Key marketing dates for 2016
Searches for holidays and losing weight peak in early January.
- January 1st – New Year
Searches for “How to make pancakes” and “pancake recipes” see a massive search spike in February.
- February 6th – March 19th Six Nations Rugby
- February 8th – Chinese New Year. Year of the Monkey
- February 9th – Shrove Tuesday/Pancake day
- February 14th – Valentine’s Day
- February 28th – The Oscars
Searches for flowers peak in March ahead of Mother’s Day.
- March 6th – Mother’s Day
- March 27th – clocks go forward, start of British Summer Time
- March 27th – Easter
Searches for savings products peak in April.
- April 1st – April Fool’s Day
- April 9th – Grand National
- April 24th – London Marathon
- May 14th – Eurovision
- May 21st – FA Cup Final
Searches for festivals peak in June.
- June 10th – July 10th Euro 2016
- June 19th – Father’s Day
- June 20th – Summer Solstice. Longest day of the year
- June 22nd – 26th – Glastonbury festival
- June 29th – 12th July – Wimbledon
Searches for camping peak in July.
- End of July – end of August – UK school summer holidays
- August 5th – 21st – Rio 2016 Olympics
- August 5th – 29th – Edinburgh Fringe Festival
- Beginning of September – Back to School
- September 4th – 11th – Tour of Britain
- September 7th -18th – Rio 2016 Paralympics
- September 22nd – Autumn Equinox. Beginning of Autumn
Searches about clock changes are popular in October (3 in every 10,000 searches are about the clocks going back according to Experian).
- October 30th – clocks go back. End of British Summer Time
- October 31st – Halloween
- November 5th – Bonfire Night
- November 24th – Thanksgiving
- November 25th – Black Friday
- November 26th – Small Business Saturday
- November 28th – Cyber Monday
Once the Christmas shopping is done, searches switch to festive foods, with searches for Eggnog peaking in the week before Christmas.
- December 25th – Christmas Day
- December 26th – Boxing Day
- December 31st – New Year’s Eve
More useful dates for marketing planning
- Day of the x – there is a day or a week for everything now, so look out for the ones that are related to your business, whether that’s National Cheese Day (June 4th) or National Gardening Week (June 5th – 11th).
- Key milestones relating to your products, for example if you sell unseasoned wood, like our client Somerlap, this needs to be bought in the summer for it to be ready for use in winter.
- TV schedules can also be helpful as you can plan promotions around increased interest in popular programmes, like baking when Great British Bake Off is on, or sheds when Shed of the Year airs on TV.
Need help planning your 2016 marketing campaigns?
We hope you found this calendar useful, but if you’re stuck, get in touch – we’d love to help.