Preparation is key. And there is no better time to begin preparing for the year ahead than right here and now. Maximize your e-commerce app’s potential in 2025 by aligning your marketing strategies with key global holidays and events. By tapping into these cultural moments, you can drive user engagement, boost in-app purchases, and optimize your campaigns for different regions. Here’s a comprehensive guide to key dates across various markets. Plus, keep an eye out for some AVOW insights as we share relevant information about the holidays and consumer behaviors throughout the list.
January
1 January: New Year’s Day (Global)
Celebrate the start of the new year with special promotions, goal-setting products, and festive sales.
26 January: Australia Day (Australia)
Target Australian users with special promotions on patriotic-themed products and summer-related items, as Australia Day falls during the country’s summer season.
29 January: Lunar New Year (China, Vietnam, South Korea, Indonesia, Philippines, Malaysia, Singapore)
2025 marks the Year of the Snake. Enhance user engagement with themed in-app experiences, festive sales, and culturally relevant content. This period is particularly significant in China and Vietnam, where users are looking for gifts, decorations, and new clothing. Consider launching regional campaigns that offer special discounts and festive items.
AVOW Insights:
- In the first five days of the Lunar New Year holiday in 2022, the People’s Bank of China alone processed US$660.3 billion worth of online payment transactions, with 749 million parcels handled by the delivery sector in that same period. Talk about busy!
- Despite the large numbers, e-commerce in China accounts for approximately 30% of all commerce done during the holiday, indicating the large room for growth and adoption of e-commerce in the world’s second-largest economy.
- During Lunar New Year 2017 in the UK, Chinese shoppers accounted for 17% of all shopping transactions.
- For the Lunar New Year last year, also known as Tet in Vietnam, Vietnamese shoppers spent 41.5 billion VND or US$1.7 million on purchasing 245,000 ao dai (Vietnamese traditional long dress) via e-commerce alone.
February
9 Feb: Super Bowl
Brands can create Super Bowl-themed promotions, offering special deals on products like snacks, beverages, team merchandise, and entertainment systems. Limited-edition products tied to the Super Bowl or team affiliations can also appeal to fans. With so much attention on the game, it’s a prime time for brands to enhance sales and brand awareness.
14 February: Valentine’s Day (Global)
Valentine’s Day is celebrated worldwide, from the USA to India, Brazil, and beyond. Tailor your campaigns to offer personalized and romantic gifts, including digital items, virtual cards, or exclusive offers. In countries like the USA, the day is also celebrated with friends, pets, and self-care, so expand your offerings to cater to these groups.
AVOW Insights:
- Consumers spent US$26 billion in the US in 2023, an 8.37% year-on-year increase from the previous year.
- E-commerce was the most popular way for consumers to purchase Valentine’s Day gifts, accounting for 35% of all purchases.
- Consumers aged 35-44 spend the most during Valentine’s Day, averaging over US$335 per person.
28 February: Start of Ramadan (Middle East, North Africa, India, Turkey, Indonesia, Malaysia, Singapore)
Ramadan is a significant period for Muslims, involving fasting, prayer, and reflection. Apps in these regions can offer Ramadan-themed promotions, such as discounts on groceries, clothing, and travel. Consider special content that reflects the spiritual aspects of Ramadan, as well as iftar meal planning and gift ideas.
AVOW Insights:
- The MENA region saw an increase in e-commerce activity during Ramadan, with transaction numbers increasing by 23% and GMV (gross merchandise value) increasing by 13%.
- A study conducted this year in Indonesia found that 91% of Gen Z respondents intended to use e-commerce to purchase their Ramadan essentials.
- Shopping patterns in these regions shift during the month of Ramadan, with physical and online retailers shifting their hours and promotions to the evenings and nights once the fast has been broken for the day or in preparation for the next day’s fast early in the morning.
- In Turkey, the times between 1 am and 3 am see sharp rises in e-commerce activity during Ramadan
- In Dubai, online shopping increased by 35% between the evening-breaking fast meal and the morning pre-dawn meal.
- Mobile e-commerce peaks during Ramadan week 4, as many people are away from home visiting their families in preparation for Eid al Fitr
March
March TBC: Indian Premier League (IPL) Season Begins
The Indian Premier League (IPL) is one of the most popular cricket tournaments in India, if not the world, attracting millions of viewers each season. This high-energy cricket season presents a golden opportunity for e-commerce brands to engage with a broad audience. Brands can leverage the IPL’s popularity by launching IPL-themed promotions, offering discounts, and running special sales to capture the attention of cricket fans.
AVOW Insights:
- E-commerce advertising took up over 30% of all TV advertising during the first five matches of the IPL last season.
- The sale of IPL-related merchandise alone was expected to increase e-commerce revenues by 30% during the IPL season.
- The increasing importance and popularity of the IPL and its relevance to many other industries cannot be understated. Digital advertising revenues rose tenfold from just US$36 million in 2018 to US$350 million in 2023.
6 March: World Book Day(UK, Ireland, Global)
Target the UK and Ireland with discounts on e-books, audiobooks, and literary merchandise. Consider global campaigns for regions where World Book Day is celebrated in April, such as Spain and Germany.
8 March: International Women’s Day(Global)
Celebrate women’s achievements globally by promoting women-led brands, offering discounts, and featuring special collections. This day is particularly significant in countries like Russia, Brazil, and Germany, where it’s widely observed.
17 March: St. Patrick’s Day (Global, particularly USA and Ireland)
Celebrate with Irish-themed products, green-colored items, or special in-app events featuring virtual shamrocks or themed challenges. Partnering with Irish brands or highlighting Irish culture can boost engagement.
AVOW Insights:
- Total spending on St.Patrick’s Day in the US was a cool US$7.2 billion.
- 15% of consumers used e-commerce for their St.Patrick’s Day shopping.
- Food and beverage were the top 2 categories in which money was spent during the holiday
30 March: Mother’s Day (UK, Ireland, Nigeria)
Launch Mother’s Day promotions, highlighting gifts and experiences tailored for moms. Use personalized product recommendations and gift guides to drive conversions. Given the regional differences in the dates Mother’s Day is celebrated worldwide, there is no one set day. May 11th seems to be the next common date when several countries, including the USA, celebrate this holiday.
April
18 and 20 April: Good Friday and Easter Sunday(Global, especially in USA, UK, Germany, France, Spain, Brazil, Australia, Philippines)
Easter-themed in-app games or egg hunts can drive user engagement. To boost user retention, offer limited-time discounts on relevant products and consider launching a special Easter event or campaign.
AVOW Insights:
- In the UK, millennials spend the most per consumer at £31 and are the largest demographic (81% of all millennials) that spends on Easter.
- In the UK, 65% of women spend on Easter, compared to only 59% of men. In the USA, that number is 82% of women vs. 76% of men.
- 33% of all Easter spending was done via e-commerce.
- The USA alone spent US$22.4 billion on Easter, with the average consumer spending US$177. Talk about lucrative!
May
1 May: Labour Day/International Workers’ Day (Global, especially in Germany, France, Russia, Brazil, Spain, China, Vietnam, Philippines, Turkey)
Celebrate the contribution of workers with special promotions on products that enhance work-life balance, such as wellness items, ergonomic office supplies, or educational apps.
AVOW Insights:
- 67% of US consumers celebrated Labour Day this year.
- When it comes to e-commerce, 36% of consumers did their Labour Day shopping exclusively online, 36% did their shopping both in-store and online, and only 28% did their shopping exclusively in-store.
- A majority of holiday shopping and deal hunting is focused on food and drinks and other party needs.
- Gen Zs and millennials are more likely to look for travel deals and to take advantage of the long weekend.
5 May: Children’s Day (Japan, South Korea)
Target families with promotions on toys, educational games, and children’s clothing. Consider creating a special event for parents and kids to participate in together.
19 May: Vesak Day (Indonesia, Malaysia, Singapore, Thailand, Sri Lanka)
Celebrate Buddha’s birthday with themed content, offering products related to spirituality, wellness, and meditation.
26 May: Spring Bank Holiday (UK) & Memorial Day (US)
Target users in the UK and US with localized campaigns. In the UK, focus on summer-ready products; in the US, consider patriotic-themed promotions in honor of Memorial Day.
31 May: UEFA Champions League Final (Europe)
The UEFA Champions League final is one of the most anticipated football events globally, showcasing the best teams in Europe in a battle for glory. The final draws millions of viewers and provides a prime opportunity for brands to engage with a diverse audience. Engaging with fans through interactive content, giveaways, and exclusive merchandise can help brands capture the event’s buzz, driving sales and building brand loyalty among football enthusiasts.
June
1–30 June: Pride Month(Global)
Show your app’s support for LGBTQ+ communities by featuring Pride-themed content, products, and special offers. Collaborate with LGBTQ+ influencers and consider donating a portion of sales to relevant causes.
AVOW Insights:
- Searches for the term “pride month” on e-commerce platforms increased by 2000% during the period and sales of pride apparel shot up by 144% during the first week of pride month.
- Shirts are the most searched-for Pride merchandise, with Pride-themed shirt sales increasing 900% in the month leading up to Pride month
15 June: Father’s Day (USA, UK, India, China, France, Philippines, Turkey, Brazil, Canada, Indonesia, South Africa)
Offer curated collections and personalized gift ideas tailored to fathers. Run Father’s Day contests or campaigns to increase user engagement and drive in-app purchases.
July
4 July: Independence Day (USA)
Target American users with patriotic-themed content, discounts, and promotions on summer products. Consider in-app events that celebrate American history and culture.
AVOW Insights:
- The National Retail Federation found that 87% of Americans planned to celebrate the 4th of July, with each person spending over US$90 per person on food alone!
- 31% of Americans intend to purchase patriotic items during the holiday.
- Keep an eye out for Amazon Prime Day, the annual summer shopping season created by Amazon that falls in July worldwide. This sale event usually overlaps or finds itself very close to the 4th of July. This year alone, Amazon raked in over US$14.2 billion during the 48-hour sale event.
July TBC: Amazon Prime Day (Global)
It may seem like an odd choice for some, but Amazon’s annual Prime Day event—started in 2015 to mark the 20th anniversary of the e-commerce giant—is one of the largest e-commerce events in the world. The annual sale event has had a knock-on effect on e-commerce, with many other brands using the period to mark their own special sales events.
AVOW Insights:
- The popularity of Prime Day has permanently altered the retail landscape, creating a previously unseen summer shopping event during the traditionally slower months for commerce in general.
- This increased interest and spending during the Prime Day event has a knock-on effect on other e-commerce platforms. On the second day of Prime Day 2024 alone, consumers spent US$7 billion online shopping OUTSIDE of Amazon.
- Brands can and should take advantage of this opportunity, as it is one of the few shopping events where almost all sales are done exclusively online.
14 July: Bastille Day (France)
Celebrate French culture with promotions on French-themed products, including fashion, cuisine, and lifestyle items.
23 July: Start of School Summer Holidays (UK)
Promote educational and recreational products to parents looking to keep their children entertained. Offer summer-themed bundles or discounts to boost engagement.
August
15 August: Independence Day (India)
Celebrate India’s Independence Day with patriotic-themed promotions, highlighting products made in India or related to Indian culture.
AVOW Insights:
- E-commerce platforms in India have seen YoY growth in the last couple of years. Last year, order numbers increased 23% compared to the same period the year before.
- The e-commerce categories that have shown the most growth during this holiday are home decor (38.7%), beauty and personal care (26.8%), fashion and accessories (14.7%), and eyewear (18%). This indicates a growing trend and popularity for these item categories, potentially hinting at seasonality and trend changes at this same time each year.
17 August: Independence Day (Indonesia)
Target Indonesian users with special offers on local products, cultural items, and celebrations of national pride. It’s also important to note that August plays host to three different independence day celebrations for ASEAN countries. That of Singapore (9th August), Indonesia, and Malaysia (31st August). Promotions involving the entire month of celebrations with a nod to ASEAN history can potentially be powerful for a pan-Southeast Asian audience.
25 August: Summer Bank Holiday (UK)
Leverage the last bank holiday of the summer with clearance sales on seasonal items. Create a sense of urgency with limited-time offers to help shift any remaining summer stock.
September
Throughout September: East and Southeast Asian Heritage Month(USA, Canada)
Celebrate the heritage of East and Southeast Asian communities by highlighting products from these cultures. Host in-app events or promotions that educate and engage users.
September: Back to School Season (Global)
Help parents prepare for the new school year with back-to-school promotions. Offer bundles on stationery, electronics, and educational apps, and provide content that eases the stress of back-to-school shopping.
AVOW Insights:
- Back-to-school spending is forecast to hit US$126 billion in the US this year. Of this, close to 35% will come from e-commerce.
- In the UK, back-to-school spending the month before school starts hit nearly US$13 billion in 2023 for e-commerce alone.
- According to a survey conducted in 2023, 68% of all UK shoppers cited online channels as the main influence for their back-to-school purchasing needs.
13 – 21 September: World Athletics Championships in Tokyo
E-commerce businesses can offer limited-edition products, collaborate with athletes or influencers for endorsements, and create event-themed promotions to drive engagement. Additionally, targeting specific audiences through digital ads and social media during the championship can increase visibility, while offering timely discounts on sports gear, health products, and related merchandise could boost sales.
October
1 October: National Day (China, Hong Kong)
China’s Golden Week is a prime shopping period. Offer special deals on travel, fashion, and tech products to Chinese users, taking advantage of the extended holiday period.
6 October: Mid-Autumn Festival (China, Hong Kong, Singapore, Vietnam)
Known in China as zhongqiuji and Vietnam as Tết Trung Thu, the Mid-Autumn Festival is one of the largest festivals not only in China but throughout East and Southeast Asia as well. The season is usually typified by consumer spending on mooncakes, lanterns, fireworks, and other festive items.
AVOW Insights:
- Mooncakes are the most popular food item sold during the festival. They can range from a basic version costing several dollars to versions costing several hundred dollars. In Vietnam, the top five e-commerce platforms boast over 600 different mooncake vendors.
- The global mooncake market is worth over US$2.4 billion. For context, the global mulled wine market, one of the most popular Christmas drinks worldwide, is worth US$1.5 billion.
- The sectors that saw the most growth in daily average online sales last year in China were accommodation (133.7% increase), tourism (123.1% increase), entertainment (82.1% increase) and catering (19.7% increase)
12 October: Columbus Day/Indigenous Peoples’ Day (USA)
Offer deals on cultural and educational content that honors indigenous history or explores the impact of Columbus.
20 October: Diwali(India, Global)
Engage users celebrating Diwali with vibrant in-app promotions, including discounts on festive décor, clothing, and gifts. Consider a special Diwali-themed event or game to drive engagement.
AVOW Insights:
- It is estimated that over US$12 billion in e-commerce goods will be shipped to Indian consumers this festive season, a 23% increase from the previous year.
- Q-commerce platforms in India are bracing for over US$ 1 billion in orders during this festive season. Q-commerce platforms are expected to contribute to 51% of all online grocery orders this festive season.
- The item categories that have seen the most spending growth in India are Groceries (60%), Beauty (41%), Home (21%), Fashion (20%), Mobile (19%) and Electronics (13%)
31 October: Halloween (Global)
Halloween is widely celebrated around the world. Introduce Halloween-themed content, such as costume ideas, virtual parties, or special spooky discounts. Gamify the experience with Halloween challenges or scavenger hunts.
AVOW Insights:
- According to the National Retail Federation, per-person spending during Halloween reached a record high of US$108.24 last year
- Consumers in the US are expected to spend US$11.6 billion this year for Halloween.
- Close to half (47%) of shoppers surveyed said they start their Halloween shopping early, more than a month before the holiday
- 32% of shoppers are expected to buy their Halloween costumes online.
- Costumes, candy, and decorations account for the bulk of Halloween shopping, with the latter two accounting for US$7.5 billion in sales.
November
2 November: Day of the Dead (Mexico, USA)
Celebrate this Mexican tradition by offering themed content, products, or virtual events that honor ancestors and loved ones.
11 November: Veterans Day (US)/ Singles’ Day (Asia, Global)
For Veterans Day, offer special discounts to veterans and military personnel. Singles’ Day, originating in China, is now a massive global shopping event. Promote self-care and indulgent products with flash sales or exclusive app-only deals.
AVOW Insights:
- Chinese e-commerce platforms alone generated sales of over US$160.7 billion last year, twice that of global Black Friday Sales in the same year.
- Singles Day sales have grown over 10 thousand times since the first sale in 2009.
28 November: Black Friday (Global)
Black Friday is the biggest shopping day of the year. Prepare your app with optimized performance, exclusive deals, and targeted push notifications. Ensure your app is ready to handle increased traffic and transactions.
AVOW Insights:
- Global online Black Friday sales reached an eye-watering US$80 billion last year. To put that number into perspective, the total 2024 worldwide box office earnings until October sit at a hair under US$13 billion, or approximately 1/6th of the total Black Friday sales from last year.
- Over 230 million shoppers in the US are expected to participate in Black Friday shopping, which is close to 70% of the entire US population!
- Globally, 68% of shoppers last year did their Black Friday shopping online. Italy was the global leader in that metric, with 70% of all Black Friday shopping done online.
- Conversion rates for e-commerce during Black Friday stood at 4.3%, a significant increase from the annual average of 2.5%.
- Mobile e-commerce is no slouch and accounts for 54% of all online Black Friday revenue.
December
1 December: Cyber Monday (Global)
Following Black Friday, Cyber Monday focuses on online deals. To capitalize on the shopping frenzy, highlight tech-related products and ensure your app offers seamless and quick transactions.
AVOW Insights:
- American consumers spent US$12 billion online shopping during Cyber Monday last year, UK consumers spent US$2 billion on the same day, and Italian consumers spent a total of US$2.2 billion on e-commerce during Black Friday and Cyber Monday combined.
- Young shoppers in France between the ages of 18-34 spent twice as much as shoppers aged 65 and above
- Fashion, electronics, and personal care were the most popular categories consumers shopped for globally
25 December: Christmas Day (Global)
Capture the festive spirit by offering Christmas-themed in-app experiences and last-minute gift ideas. Consider creating a digital advent calendar with daily deals leading up to Christmas.
AVOW Insights:
- If you thought Singles Day and Black Friday were huge, then say hello to Christmas. Last year, global Christmas retail sales hit a staggering US$1.3 trillion. That is almost 10 times as much as Singles Day sales!
- E-commerce accounts for 20% of all Christmas sales, or around US$260 billion.
- Early shopping is increasingly becoming the trend for US consumers, with 40% of consumers starting their Christmas shopping in November.
- Christmas isn’t just about giving gifts to others, but it’s also about buying gifts for themselves. A Deloitte study found that the top items people would buy for themselves during the Christmas holidays were food and liquor (42%), clothing (39%), shoes (28%) and books (22%).
- 67% of consumers state that they plan to buy more through online shopping during Christmas, and 68% of consumers stated that they pay MORE attention to emails from companies during the holiday.
26 December: Boxing Day
(UK, Canada, Australia, New Zealand, South Africa)
Boxing Day is all about post-Christmas sales. Promote clearance events and deep discounts to attract users looking for deals.
31 December: New Year’s Eve (Global)
Encourage users to start the new year with fresh resolutions and goals. Offer products or subscriptions that align with common New Year’s resolutions, such as fitness plans, educational content, or hobby-related items.
It’s Time to Seize the 2025 Shopping Season
With our global holiday and event calendar on hand and our expertise in mobile OEM advertising and alternative app stores, now is the time to seize the 2025 shopping season for your e-commerce app. Start planning and locking in your key dates, and use our insights to tailor your next campaign to maximize its impact. Contact our A-Team today and get a head start on 2025!