Your guide to redefined seasonal marketing campaigns

Discover how to create impactful seasonal marketing campaigns that go beyond traditional retail calendars by leveraging data, testing and innovation.

March 31, 2025

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E-commerce may be booming, but the in-store experience still reigns supreme. In 2023, American consumers spent $7 trillion in retail stores, compared to just $1 trillion online, according to CapitalOne Shopping. 2024 EY data tells us that 50% of shoppers say they want to see, touch and feel products before they buy.

The question isn’t if in-store works. It’s how to make it work smarter. And how to leverage seasonal marketing campaigns that work for your brand.

What is seasonal marketing?

Seasonal marketing aligns your brand’s messaging, promotions, and in-store experiences with key moments throughout the year. Traditionally, this meant focusing on major holidays and retail tentpoles like Black Friday or Back-to-School. But today’s smartest brands go beyond the obvious — leveraging cultural moments, shopping behaviors and real-time data to create new, authentic seasons that drive engagement and sales.

Think Self-Care Season, Home Improvement Season, or even Pet Shedding Season. By identifying the right moments for your audience, you can break free from the traditional retail calendar and stay top-of-mind year-round.

Unlock the power of in-store seasonal marketing campaigns

In this guide you’ll:

  • Find and leverage authentic retail seasons beyond the traditional calendar

  • Use pre-market testing to predict and optimize at scale

  • Merge creativity and technology for in-store experiences that drive impact

  • Identify green and red flags when choosing an in-store partner

Don’t let outdated seasonality limit your success. Download the guide and start shaping the future of in-store retail today.