Key Dates for Your 2022 Retail Calendar

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Explore some of the key holidays and events that you might want to add to your retail sales calendar for 2022.

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What is a retail sales calendar and why should you use one? 

 A retail calendar is a calendar used by the retail industry. It is designed to help with sales comparability between years and pinpoints important dates and events that can help to shape businesses’ product ranges, social media campaigns, discounting strategies and more. 

A retail calendar differs from the regular 12-month calendar because it breaks the year into four and five-week periods, instead of months. Primarily, 4-4-5 and 4-5-4 methods are used.  

Retail sales are heavily dependent on weekend days, and the number of weekend days a specific month varies from year to year. To make it fair, a retail planning calendar separates the year, so each ‘month’ has the same number of weekend days. 

We’ll explore some of the key dates for your 2022 retail calendar. 

Key Dates for Your 2022 Retail Calendar  

From international holidays and awareness events to weird and wacky celebrations like Cheesy Socks Day and Eat Ice Cream for Breakfast Day, in 2022, there really is a theme for every day of the year. 

As a retailer, you need to know what’s coming up so you can create impactful marketing campaigns around special dates to attract new customers, engage with existing ones and boost sales.  

Whether you’re focusing on brand awareness, product launches or a general seasonal push with content, discounts, events and giveaways, the possibilities are endless. 

Plan your promotions and initiatives in advance, starting with a retail calendar. To help, we’ve listed some of the key dates month-on-month.


Many businesses find January to be one of the quietest months of the year, but for online retailers, it can be incredibly lucrative. Although the Christmas rush is over, lots of consumers will be looking to redeem their gift vouchers, spend Christmas money and find a bargain in the post-holiday sales. 

What’s more, events like Veganuary and Dry January will be dominating the conversation. This is the perfect opportunity to roll out deals that promote health and wellbeing. 

  • 1st January: New Year’s Day 
  • 17th January: Blue Monday 
  • 25th January: Burns Night 
  • 26th January: Australia Day


February is the month of love, and for retailers, just the time for a sales boost. The run-up to the 14th certainly deserves a creative, well-thought-out marketing campaign. Connect with your customers and promote commonly purchased products, gifts and experiences.

  • 1st February: Chinese New Year (Lunar New Year) 
  • 14th February: Valentine’s Day  


Signifying the beginning of spring, March includes several important holidays to create compelling marketing campaigns around. With International Women’s Day, Mother’s Day and St. Patrick’s Day there are lots of key campaigns to think about. 

  • 1st March: Shrove Tuesday 
  • 8th March: International Women’s Day 
  • 17th March: St Patrick’s Day 
  • 20th March: International Day of Happiness 
  • 27th March: Mother’s Day 


As a retailer, there’s an opportunity to amp up your marketing efforts for the Easter bank holiday. What’s more, National Pet Day is a great opportunity to push gifts and accessories for your audience’s animal companions. You can also consider Earth Day the perfect time to promote eco-friendly products.

  • 7th April: World Health Day 
  • 10th April: Siblings Day 
  • 11th April: National Pet Day 
  • 15th April: Good Friday 
  • 17th April: Easter Sunday 
  • 22nd April: Earth Day 


From Cinco de Mayo to World Cocktail Day, May provides some exciting dates for the retail calendar. It’s also the start of the wedding season, so is a great time to focus on wedding gifts, clothing and accessories.

  • 2nd May: May Day 
  • 4th May: Star Wars Day 
  • 5th May: Cinco de Mayo 
  • 13th May: World Cocktail Day 


Joyful June – you can look forward to Pride month, the festival season and the start of summer. It’s an important month when it comes to the retail marketing calendar.  

This year, there’s also a special extended bank holiday to celebrate Her Majesty The Queen's Platinum Jubilee. 

  • 2nd-5th June: Special extended spring bank holiday 
  • 3rd June: Her Majesty The Queen's Platinum Jubilee 
  • 4th June: National Cheese Day 
  • 8th June: Best Friends Day 
  • 10th June: World Gin Day 
  • 19th June: Father’s Day 


Although July is seen as one of the slower months, there are still many events to consider capitalising on. School summer holidays commencing is the ideal time to promote products and activities for families and children, and American Independence Day has become an internationally recognised holiday, so there are plenty of opportunities for new and exciting campaigns.

  • 4th July: American Independence Day 
  • 7th July: World Chocolate Day  
  • 9th July: Eid al-Adha begins


Summer may be coming to an end, but the bank holiday weekend is a great excuse to focus your marketing efforts.

There are also some interesting, lesser-known dates to get creative with. For example, for World Photography Day, you could ask customers to create user-generated content and share images of the products they’ve bought from you, or perhaps you could offer beer-themed promotions for International Beer Day. 

  • 5th August: International Beer Day 
  • 13th August: National Prosecco Day 
  • 16th August: National Rum Day 
  • 19th August: World Photography Day 


September marks the end of the holidays and kids are going back to school. During this time, you should be preparing your retail business for the hectic final quarter. However, that’s not to say you need to put campaigns on hold. Think of creative promotions relating to Oktoberfest and International Chocolate Day.

  • 13th September: International Chocolate Day 
  • 17th September-3 October: Oktoberfest 


As October beckons the start of autumn and the clocks go back, many people seek a distraction from the cold weather ahead. In 2020, the UK spent over £536 million on Halloween, making it impossible to ignore on your calendar. Every retailer should make an effort to get involved, even if it's just by posting something spooky on social media. 

  • 1st October: International Coffee Day  
  • 1st October: World Vegetarian Day  
  • 19th October: International Gin & Tonic Day 
  • 31st October: Halloween 


During November and December, retail sales see the highest activity. This is no surprise. Consumers will be searching for the best deals so you must be prepared and know your marketing strategy for Black Friday and Cyber Monday, whatever that may be. Increasingly we see retailers marketing their offers across the month of November.

With World Vegan Day at the beginning of the month, it’s also a great time to launch and promote any vegan offerings you may have.  

  • 1st November: World Vegan Day 
  • 5th November: Bonfire Night 
  • 11th November: Remembrance Day  
  • 11th November: Singles Day 
  • 19th November: International Men’s Day 
  • 25th November: Black Friday 
  • 28th November: Cyber Monday   


The countdown to Christmas begins, and Q4 can be the most important period of the year for many retailers. There are huge opportunities, but also extreme competition. How can you make your brand and products stand out through seasonal campaigns?  It's also important to be aware of the last postage and delivery dates and perhaps incorporate these into your marketing strategy.

Super Saturday, the last Saturday before Christmas, is one of the most profitable dates of the year for retailers, and let’s not forget about the Boxing Day sales.

  • 11th December: Christmas Jumper Day 
  • 17th December: Super Saturday 
  • 24th December: Christmas Eve 
  • 25th December: Christmas Day  
  • 26th December: Boxing Day  
  • 31st December: New Year’s Eve 

Awareness Months  

In addition to these celebrations, there are also a number of month-long observances throughout the year that you should be aware of. While these aren’t necessarily marketing opportunities, it is important to be familiar with them.

  • Black History Month: February (US and Canada), October (UK, Ireland, and the Netherlands)   
  • Women's History Month: March 
  • LGBT Pride Month: June 
  • Movember: November

Staying Up to Date 

Keeping these dates in mind and planning promotions around them can ensure your business is relevant and competitive all year round. You can even go one step further by having affiliates spread the word of these seasonal campaigns on your behalf. With Awin’s advertiser tools, businesses will have several methods of effectively promoting their affiliate programs and getting their brand in front of their target audience.

If you’re a smaller business or new to the retail market, explore Awin Access, a platform that makes affiliate marketing accessible to emerging digital businesses.