WHEN TO ENGAGE WITH SEASONAL AND OTHER OPPORTUNITIES

Promoting seasonal and other key opportunities is as much about timing as it is about having the right products pitched with the best displays. 

While local factors will guide your decisions, here is our general advice based on timing:

1. CHRISTMAS. ORDER BY: Through the year depending on suppliers but usually by July.
   1. Boxed cards. Start displaying by mid September. See our separate advice on promoting early Christmas. While you may not get early sales, it tells shoppers you are in the space when they want.
   2. Single cards. Mid October.
   3. Ornaments. Mid September – as this is when the majors start.
   4. Gifts. Late October.
2. CALENDARS. Start displaying from prior to Father’s Day and build the range to full range display by late September. Note: do not discount until after January 1. ORDER BY: April the year before.
3. NEW YEAR. December 26.
4. BACK TO SCHOOL. January 2. ORDER BY: July.
5. VALENTINE’S DAY. January 14. ORDER BY: November.
6. Six weeks before unless you have Beanie Boo Easter plush – go out as soon as you get the stock. ORDER BY: Late January.
7. MOTHER’S DAY. April 1. ORDER BY: Sydney gift fair.
8. FATHER’S DAY. August 1. ORDER BY: June.
9. HALLOWEEN. Immediately after Father’s Day. ORDER BY: March or April.
10. GRADUATION. All year you should have product but your main display should be from the start of September school holidays with a booster display in early March for Uni graduation. ORDER BY: Melbourne August gift fair.
11. HOLY COMMUNION / CONFIRMATION / BAPTISM. Timing can vary by area. Check with church schools and major churches in your area. ORDER BY: March for first half of the year and September for the second half of the year.