Intuit Mailchimp, in collaboration with behavioral insights firm Canvas8, has released a comprehensive global report titled The New E-Commerce Calendar, which redefines the traditional retail calendar by highlighting the importance of personal, cultural, and community-driven moments in shaping consumer behavior.
Based on a survey of over 9,000 shoppers across 13 countries and insights from six retail and behavioral science experts, the report reveals that 78% of the moments influencing shopping decisions are not driven by retail or price promotions. Instead, shopping now unfolds throughout the year, influenced by various events and occasions beyond conventional sales periods. Notably, the end-of-year holiday season now accounts for just 10% of annual engagement opportunities, indicating a significant shift in consumer engagement patterns.
The report identifies six categories of moments that constitute the News E-Commerce Calendar: Sales Moments, Advocacy Moments, Celebratory Moments, Together Moments, Holiday Moments, and Entertainment Moments. Each category reflects different emotional drivers and shopper missions. For instance, while traditional Sales Moments like Black Friday still generate engagement, 39% of shoppers feel overwhelmed by the volume of promotions, leading 25% to avoid shopping during major sales events. Conversely, Celebratory Moments such as Valentine’s Day and Halloween resonate emotionally, with 54% and 39% of shoppers respectively making related purchases.
Mark Lodwick, Senior Director of Brand Experience at Intuit Mailchimp, emphasizes that consumers prefer brands that make consistent, meaningful connections year-round. That report suggests that marketers should leverage data-driven insights to identify when their target customers are most receptive to engagement. By aligning marketing strategies with the diverse and emotionally significant moments identified in the New E-Commerce Calendar, brands can foster deeper relationships with consumers and navigate the increasingly saturated promotional landscape more effectively.
Learn more here: New Report from Intuit Mailchimp Offers Global Guide to Year-Round Shopper Engagement