Promotional Calendar
A promotional calendar maps the year’s sales, launches, and seasonal peaks in advance, with prep deadlines attached.
What a promotional calendar is
A promotional calendar is the year’s selling moments planned in advance: sales, launches, seasonal peaks, and content, mapped with dates, owners, and prep deadlines.
Why a promotional calendar matters
Promotions planned the week before ship late, discount deeper than needed, and collide with each other. The calendar spreads revenue moments across the year and starts the prep, inventory, creative, email, when it’s cheap instead of frantic.
What goes on the calendar
- The commercial peaks your category actually has
- Launches, drops, and restocks worth announcing
- Owned moments: anniversaries, community events
- Quiet-period plans, so between-peaks isn’t silence
Frequently asked questions
How far ahead should the calendar plan?
A rolling quarter in detail, the year in outline. Peak seasons need the longest runway: inventory and creative for the fourth quarter are summer decisions.
Should every month have a promotion?
No: constant promotion is just pricing. The calendar’s value is spacing, so each moment feels like one and full-price weeks stay healthy.