The days of relying on Black Friday, Cyber Monday, and Christmas for your biggest sales wins are over.

Welcome to the New E-Commerce Calendar—a year-round rhythm of opportunities for brands to show up, build trust, and create real emotional connections with customers. According to a new report by Mailchimp and behavioral insights firm Canvas8, the traditional holiday season now accounts for just 10% of e-commerce opportunities. That means 90% of your brand-building potential lies in lesser-known—and often overlooked—moments.

Key Takeaways:

• 78% of marketing moments aren’t sales-led—they’re about connection, not discounts.
• Younger and urban audiences crave meaning and identity in brand campaigns.
• Parents are most loyal to brands that simplify seasonal chaos.
• Opting out of generic promotions can actually build trust.
• Every brand doesn’t need to be everywhere—just where it truly matters.

Let’s dive into how smart entrepreneurs can tap into this new calendar and thrive all year long.

From Calendar Cramming to Calendar Crafting

It used to be simple. You’d prep for Q4 and hope Black Friday carried you into the new year. But shoppers today are overwhelmed—39% feel there are just too many promotions, and 25% skip big sales altogether.

Instead of flooding inboxes with more “limited-time” deals, forward-thinking brands are strategically selecting moments that align with their values and their customers’ lives. These could be cultural events (like the Oscars), advocacy months (like Pride or Black History Month), or regional holidays (like Anzac Day in Australia).

“It’s not just about ‘here’s 14% off for Valentine’s Day,’” says Jess Cervellon, founder of Open Late Collective. “It’s about communicating why you love your customers.”

Six Moment Types—And How to Use Them

Mailchimp’s report breaks the year into six types of “Moments”:

1. Advocacy Moments (25%): Pride Month, Earth Day, Black History Month. These aren’t about selling—they’re about standing for something. Authenticity is key.
2. Sales Moments (23%): Black Friday, Amazon Prime Day. These are deal-heavy, but 76% of people use them to buy things they were already planning to.
3. Celebratory Moments (20%): Halloween, Valentine’s Day, Easter. These are about joy, gifting, and traditions. Think campaigns that join in the ritual.
4. Together Moments (17%): Mother’s Day, Labor Day, Independence Day. These public holidays are about family and connection—prime for storytelling.
5. Holiday Moments (10%): Thanksgiving to New Year’s. Still relevant, but now just one part of a much bigger picture.
6. Entertainment Moments (5%): The Met Gala, Super Bowl, Eurovision. These are perfect for cultural relevance and tapping into real-time conversation.

📌 Pro tip: 78% of all Moments are not led by sales. That means your brand story matters more than your discount.

Know Your People. Pick Your Moments.

Not all audiences shop the same.

• Parents are planners. They’re 60% more likely to shop Back-to-School and Mother’s Day. Serve them structure, bundles, and simplicity.
• Gen Z and Millennials want meaning. They resonate most with Advocacy, Entertainment, and Together Moments—especially when brands are inclusive and joyful.
• Older shoppers (55+) are traditional. They lean into the holidays and prefer gifting rooted in joy, not FOMO.
• Rural vs. urban: City dwellers are 2x more likely to shop during cultural or cause-related events. Rural shoppers respond more to shared traditions like Easter or Thanksgiving.

Strategy Beats FOMO

One of the best takeaways from the report? You don’t have to show up for every occasion.

In fact, brands that opt out of generic sales events—like Belgian womenswear brand Xandres, which closes its stores on Black Friday—build stronger emotional loyalty by standing firm in their values.

“Blindly participating in events and chasing customers at big discounts isn’t actually very profitable,” says marketing expert Dr. Jason Pallant.

Instead, Mailchimp advises entrepreneurs to focus on four key principles:

1. Consistency – Does your campaign match your brand values?
2. Relevance – Are you making customers care in advance?
3. Reward – Are you nurturing your best customers?
4. Intention – Are you helping customers reach a goal or experience joy?

What You Can Do Today

• Audit your marketing calendar. Are you only active during holidays and sales? Find 3–5 Moments that align with your brand values and customer needs.
• Build pre-event excitement. Use SMS or email to tease special access or storytelling campaigns.
• Be selective. Opt out of the noise if the Moment doesn’t match your mission.
• Use AI for segmentation. Platforms like Mailchimp now offer predictive tools to help you identify your VIPs and lookalike audiences.
• Collaborate. Partner with brands that are rooted in a Moment you want to participate in authentically.

Final Thought

In 2025 and beyond, the brands that win won’t be the loudest—they’ll be the most intentional. The New E-Commerce Calendar is an invitation to be more human, more relevant, and more in tune with what your customers really care about.

It’s no longer about showing up everywhere.

It’s about showing up where you truly matter.