A recent report, “The New E-Commerce Calendar,” published by Intuit Mailchimp in collaboration with behavioral insights practice Canvas8, highlights significant shifts in online shopping behaviors and opportunities. The traditional focus on seasonal heavyweights like Black Friday and Christmas is evolving, with such holiday events now representing just 10% of the overall e-commerce engagement opportunities.
The report, based on surveys of over 9,000 individuals across multiple markets, reveals an expanded landscape filled with diverse, culturally driven shopping moments, including events like Eurovision, Pride Month, and Summerween. A noteworthy finding is that 39% of consumers feel overwhelmed by the sheer volume of sales and promotions, leading 25% to avoid major shopping events entirely.
Notably, the research indicates that 78% of e-commerce moments today are not driven by retail discounts but by advocacy, entertainment, and cultural celebrations, presenting significant opportunities for brands to connect meaningfully with customers. Brands that successfully align their values and storytelling with relevant moments can deepen emotional customer connections, enhance brand loyalty, and ultimately drive growth.
This evolving e-commerce calendar demands a strategic approach from marketers, emphasizing authenticity, consumer mindset, and demographic considerations. Brands are encouraged to carefully select relevant engagement opportunities rather than spreading their efforts too thinly or superficially across multiple events.
