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Ben Shaw shares in Campaign UK’s alternative retail calendar for 2025 which are not Valentine's Day:
The retail calendar has long been dominated by the same old heavyweights: Valentine’s Day, Easter, summer sales, Black Friday, Christmas. But those dates are now so crowded that cutting through the noise has become nearly impossible. From "New Year, new you" to "Picky bits" for British summer picnics, it’s becoming harder for any comms to not just be more wallpaper to scroll past.
Why keep fighting it out in these overcrowded battlegrounds? What if we looked to moments that are, frankly, a little less predictable?
With a little bit of cultural intelligence, brands have a real opportunity to stand out, be heard, and unlock an unfair advantage in the market. You just have to peel back that top veneer of British culture today.
The challenge is to find something novel enough to own, but with enough cultural attention and momentum to be a commercial opportunity.
The retail calendar has long been dominated by the same old heavyweights: Valentine’s Day, Easter, summer sales, Black Friday, Christmas. But those dates are now so crowded that cutting through the noise has become nearly impossible. From "New Year, new you" to "Picky bits" for British summer picnics, it’s becoming harder for any comms to not just be more wallpaper to scroll past.
Why keep fighting it out in these overcrowded battlegrounds? What if we looked to moments that are, frankly, a little less predictable?
With a little bit of cultural intelligence, brands have a real opportunity to stand out, be heard, and unlock an unfair advantage in the market. You just have to peel back that top veneer of British culture today.
The challenge is to find something novel enough to own, but with enough cultural attention and momentum to be a commercial opportunity.
Alternative celebrations
Not everyone is in love with Valentine’s Day any more. Nearly half of Brits (49%) feel indifferent towards it, and 13% actively dislike it. With so many people embracing single life or non-traditional relationships, it’s time for brands to rethink their approach towards the day.
Enter Galentine’s Day (13 February). It’s all about celebrating friendship – especially among women – and it’s gaining serious traction with Gen Z on social media. Why not be the brand that celebrates female camaraderie instead of outdated notions of romance?
Another date to circle is Singles Day (11 November), which started in China and has since become the biggest shopping day in the world, with global sales topping $139bn (£112bn) in 2022. While it’s still growing in the UK, the potential is huge. Think discounts and experiences tailored to single consumers.
Or, how about a day dedicated purely to self-care? National Lazy Day (10 August) offers the perfect excuse to promote relaxation and indulgence – ideal for wellness, beauty, or snack brands looking to tap into the “treat yourself” mentality.
Emerging opportunities in sports
The past few years have brought a huge surge in attention for and the commercialisation of women’s football. This year, the biggest breakthrough opportunity for brands will be the Women’s Rugby World Cup (July to September).
Women’s rugby has been long overlooked, but that’s changing. Awareness of the women’s team is now just 15% lower than the men’s team, and the World Cup is being tipped as a “generational moment”. Beyond official sponsorships, think pop-ups and community events tied to these tournaments to help bring pride and participation to the growing movement.
Beyond mainstream sports, niche communities are flourishing online and IRL. Take running clubs, which record an annual spike in activity leading up to the London Marathon (27 April). Fitness and FMCG brands have an opportunity to organise collaborative events, sponsor local running groups or launch campaigns that align with the marathon buzz.
Major media moments
Some media releases are guaranteed to be cultural juggernauts. After the record-breaking success of The Super Mario Bros Movie in 2023, it seems likely that A Minecraft Movie (set to hit cinemas on 4 April) will have families of gamers flocking to cinemas. The creative sandbox game has more than 166 million monthly active players and a huge universe of creators producing watch-along content.
For brands, it’s worth considering creator tie-ins, in-store activations or campaigns aimed at parents who have heard the word “spawning” one too many times.
On the small screen, the BBC’s newest dating show, Stranded on Honeymoon Island (tbc 2025) smashes together multiple successful genres that have produced feed-friendly viral clips. This is a prime opportunity for dating apps, fast-fashion brands, and the travel and hospitality industry to amplify the antics on the Island.
And let’s not forget the impending release of Grand Theft Auto VI (late 2025). The first trailer for the video game shattered records, and its predecessor, GTA V, remains the best-selling console/PC game of all time. From marathon gaming snacks to Miami-inspired fashion (the game’s setting), there’s plenty of room for creative brand activations.
Large scale events
Brands should also be looking at moments to align with festivals beyond Glastonbury and non-sporting events. Pop culture mecca Comic Con (May and October) draws more than 100,000 attendees in London alone, while 2.6million tickets were sold for the Edinburgh Festival Fringe (August) last year.
But it's the Oasis reunion tour (July) that is set to be the standout event of 2025. Some 1.4 million tickets sold out almost instantly; but we can be sure that the conversation will extend beyond just the ticket-goers.
Big thinking for cultural impact
These are just a handful of moments in 2025 where brands can break away from the predictable, and tap into something more meaningful. By embracing culture and thinking counter-intuitively, there’s a chance to create campaigns that truly stand out.
So, why keep competing in the same tired spaces?
Look beyond Valentine’s Day and Black Friday. The future of retail marketing lies in finding your audience where they least expect it – and giving them something they’ll never forget.
Ben Shaw is chief strategy officer at MullenLowe UK
Full article in Campaign
