Harnessing the retail calendar for success in the Australian retail market


While EOFY, Black Friday, Boxing Day, and Mid-Season Sales are well-known retail events, the promotional calendar is continually expanding, and rightfully so. The dynamic nature of the retail landscape necessitates constant innovation to capture customer attention.  

The Australian retail scene is filled with a variety of marketing events and seasonal celebrations, providing retailers with abundant opportunities to boost sales, engage customers, and boost brand visibility amongst both new and existing customers. 

Let’s explore some key dates and how you can weave these key retail calendar events into your business’ yearly marketing strategy. 


  • Lunar New Year (22 January) 
  • Australia Day (26 January) 


  • Valentine’s Day (14 February) 


  • Labour Day (6 March in WA; 13 March in TAS & VC) 
  • Month-long: ‘March Madness’ or ‘Mid-Season’ sales 
  • International Women’s Day (8 March) 
  • AfterPay Day (16-19 March) 
  • St. Patrick’s Day (17 March) 


  • Easter Weekend (7-10 April) 
  • Vogue Online Shopping Night (18-19 April) 
  • Anzac Day (25 April) 


  • May Day (1 May in NT & QLD) 
  • Mother’s Day (14 May) 
  • Click Frenzy Mayhem (16 May) 
  • Australian Fashion Week (15-19 May) 


  • King’s Birthday (12 June) 
  • Click Frenzy EOFY Showcase (15 – 30 June)  
  • First Responders Day (29 June) 
  • Month-Long: End of Financial Year (30 June) 


  • Christmas in July (1 – 31 July) 
  • Plastic Free July (1 – 31 July) 


  • Click Frenzy Travel (23 – 27 August) 


  • Father’s Day (9 September) 
  • ‘Mid-Season’ Sales: Typically beginning after Father’s Day and extending into the first week of October, this period often features month-long promotional campaigns. 


  • Labour Day (2 October in ACT, NSW & SA) 
  • Click Frenzy The Main Event (24-26 October) 
  • Halloween (31 October) 


  • Singles Day (11 November) 
  • Click Frenzy (21 November)  
  • Black Friday (24 November) 
  • Cyber Monday (27 November) 


  • Click Frenzy Boxing Day Showcase (21-19 December): 
  • Christmas Day (25 December) 
  • Boxing Day (26 December) 

In the ever-evolving landscape that is retail, businesses can leverage the power of the retail calendar with a clear plan to create timely and engaging marketing campaigns. The retail calendar provides a structure that helps align your marketing initiatives with seasonal trends and customer expectations. Identifying key events and periods of customer activity can tailor your promotional efforts to meet the demands of these peak times.  

Incorporating key promotional events goes beyond knowing when to host a sale or offer a promotion. It’s about understanding the nuances of your customer base and anticipating their behaviour during these key periods. Think about: What motivates them to buy? How do their shopping habits change during festive seasons or EOFY sales? Answering these questions will allow you to customise your marketing campaigns and offers to suit their preferences, increasing their engagement with your brand. 

While leveraging the retail calendar can offer numerous opportunities, it is also crucial to evaluate whether each promotional event aligns with your business objectives and enhance overall performance.  

Considerations to Guide your Decision-making 

Brand Alignment

Does the event resonate with your brand identity? For example, an eco-conscious brand might see significant benefits from participating in Plastic Free July. 

Target Audience

Is the event relevant to your target demographic? Understand your customer’s interests and habits to determine whether a specific event will appeal to them. 

Inventory Management

Can your business handle the potential increase in demand that these events might drive? Proper stock planning is essential to avoid disappointing your customers. 

Marketing Efforts

Consider the resources needed to promote the event. Does the expected ROI justify the investment in advertising and special offers? 

Competitive Landscape

What are your competitors doing? Identifying opportunities where you can stand out from the crowd can be a strategic advantage. 

Post-Event Impact

Think about the long-term effects. While a boost in sales is beneficial, customer retention, brand recognition, and the potential for repeat business should be considered. 

We are eagerly anticipating the continuous expansion of the retail calendar landscape, which may include the entry of more pay-later companies, a diversity of religious events, and global players into the Australian market. As costs and inflation continue to rise, it is crucial for the retail industry to constantly explore creative approaches to boost sales and attract customers for their essential purchases. It is essential to remain informed about new promotional events to stay ahead and effectively implement marketing strategies for your business. 

Remember, it’s not just about boosting sales during these events but building relationships with your customers and providing value all year round. 

If you need help developing and maximising your strategy, Purple Giraffe are here to help.  Give us a call today! 

*To prepare for 2024, we recommend visiting the below resource websites to update your retail calendar, ensuring your business remains in tune of evolving retail calendar dates.  

Retail calendar resources:





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Lynda Schenk

An energetic and strategic marketing professional with over twenty years’ experience in industries ranging from wine, not for profit, transport, logistics and manufacturing. Lynda founded Purple Giraffe Marketing Consultancy in 2014 offering an end to end marketing service that draws on her proven ability to formulate brand strategies and marketing communications plans that build brand equity, growth and profitability.

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