What we know about seasonal and occasion marketing

This article provides advice about how marketers can improve brand perceptions and preference, and drive sales during popular events or cultural festivities such as Christmas or the Super Bowl.

Effective seasonal and occasion marketing emotionally engages consumers with memorable advertising, often across multiple platforms. By identifying with popular events or cultural festivities, brands can improve perceptions and preference, driving sales at times when consumers are particularly susceptible to promotions and special offers.


Seasonal and occasion marketing allow brands to create positive associations and prompt purchase during times when consumers are typically prepared to spend more money. Occasions can be religious events e.g. Ramadan, cultural touchpoints e.g. Chinese New Year, social movements e.g. Pride, retail extravaganzas e.g. Black Friday or sporting events e.g. the Super Bowl.

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