The new retail calendar

By: Kantar Consulting Research Team

Today’s shoppers have more visibility and control over their spending than ever before. What’s more, they are increasingly connected to the world, and exposed to a multitude of choices. Promotional calendars today transcend borders and cultures, and reach beyond local festivities, international holidays (Christmas), and occasions (World Cup). With the world becoming increasingly connected, more new occasions make their way to the global scene, leveling the playing field. Activating them in a meaningful and profitable manner requires retailers and manufacturers to plan their promotional calendars judiciously.

What do these new occasions mean for the trade?

In an era of zero-based planning, retailers and suppliers need to find more innovative ways to activate shoppers. The emergence of new touchpoints and the move away from big seasonal events to micro occasions increase the complexity of planning a competitive activation calendar.

The new retail calendar calls for rethinking joint business planning conversations, and creating distinct activation campaigns with retail or category partners. Success with new calendars relies on filtering the constant promotional noise for shoppers’ comfort while leveraging brand equity to drive loyalty throughout the year.

Here, we examine select promotional occasions that are representative of the gradual shift in the promotional calendar.

January: Veganuary

What is it?

• Veganuary started as an awareness campaign to be vegan in January.
• As wellness and healthier living move up on the consumer agenda, retailers are responding by offering new solutions targeted to these needs. In the aftermath of the Christmas holiday, many consumers make New Year’s resolutions that revolve around health, whether it is to lose weight, exercise more regularly, or simply eat better. Veganism became the latest wellness trend to arise as a result, and retailers responded by launching their own vegan products and promoting veganism as a way for shoppers to achieve new health goals.

Why is it important?

• Health and wellness affect several categories, including food, personal care, beauty, and fashion.
• Veganuary is rooted in three core issues, all related to new consumer demands and needs: health, animal welfare, and environmental concerns related to farming. It is also a complement to dry January, when consumers avoid alcohol and unhealthy eating habits to focus more on their health.
• With these concerns, retailers and suppliers need to address healthier eating habits the month after the indulgent holiday season. In the future, the trend could be observed after other indulgent holidays, such as Easter.

January-February: Lunar New Year

What is it?

Because the length of the lunar calendar year differs from the length of the Gregorian calendar year, the Gregorian dates of the Lunar New Year festival vary each year. The Year of the Dog began on Feb. 16, 2018, the Year of the Pig begins on Feb. 5, 2019, and the Year of the Rat begins on Jan. 25, 2020.

The Lunar New Year celebrations last more than two weeks with various customs marking the occasion. The major themes center on family, food, wealth, and prosperity. The holiday offers cross-category opportunities focusing not only on food, but also on casting off the old and welcoming the new.

Why is it important?

More than 60 million Chinese live outside China. They form tight communities where they continue to foster their culture. Also, Chinese cuisine became one of the world’s most popular for its specific and easily distinguishable characteristics.

Its commercial adoption is aided by the increased spending power of Chinese shoppers in China, while global brands and retailers have leveraged its commercial appeal to foster its adoption worldwide.

The Lunar New Year opportunity lies in its broad association with Asian culture, products, customs, and symbols. Its variable date can pose either a challenge or an opportunity to connect the season with neighboring seasonal occasions.

March 8: International Women’s Day

What is it?

• Social awareness of and support for the women’s rights movement are growing in the wake of viral campaigns like the #MeToo movement, which called out violence toward women. As the cause becomes more prevalent in the public consciousness, brands and retailers are recognizing International Women’s Day on March 8 as a day when international audiences are especially receptive to messages of female empowerment.
• International Women’s Day is a public holiday in many countries; in others, it is widely observed as a day of protest or as a day celebrating womanhood.

Why is it important?

• For brands and retailers with a genuine commitment to the pro-women cause, International Women’s Day presents an opportunity to connect with shoppers intrinsically. Those promoting inauthentic actions risk a public backlash.
• Rather than pushing a purely commercial message, retailers and brands seeking to make commercial gains from International Women’s Day should launch well-considered campaigns that resonate with the day’s message.
• They should focus on offering incentives for women shoppers in the form of inspirational marketing and products across categories.

Nov. 11: Singles Day Festival

What is it?

• Singles Day is an annual 24-hour buying frenzy that takes place in China on Nov. 11. It started as a way to celebrate being single. Promoted by Alibaba, it has emerged as the world’s biggest shopping event. In 2017, Alibaba generated USD25.3 billion of gross merchandise volume.
• Alibaba has transformed the event into a global shopping festival that includes up to 24 days of deals and events. Singles Day sales in China exceed the combined sales for Black Friday and Cyber Monday in the U.S.

Why is it important?

• After nine years, Singles Day has become a massive sales success in terms of volume. Online retailers have shifted from a pure pricing war to focus on quality and a differentiated experience.
• Rather than deep discounts, the new winning factors are branding, product quality, and the customer experience. Using technology to combine online and offline has been fundamental to ramping up for the day.
• Alibaba and JD.com are the best partners for foreign brands and retailers seeking to enter China. Singles Day facilitates new product launches and tests of technology, such as augmented reality and virtual reality.