2027 marketing calendar for D2C brands

Pitch January content at "exercising more" — the most common resolution — and aim it at under-45s, who are about twice as likely to make one. A 30-day challenge series filmed by several creators beats a single launch post.

Food dominates Lunar New Year buying across markets (64–75%), and in Singapore 43% start 2–4 weeks ahead — so run food / snack gifting creator videos 3–4 weeks before, not in New Year week.

Spending is about the party, not the game: NRF/Prosper put Super Bowl LX spending at a record $20.2 billion ($94.77 per person). "Host the watch party" content (snack boards, décor, outfits) is where your product fits — you do not need a TV ad.

Go beyond couples: 35% planned gifts for pets, 33% for friends and 21% for co-workers, and online was the top shopping destination (38%). "Gifts for your dog / your bestie / your work wife" angles reach shoppers most brands ignore.

Treat it as a ~60-day season, not one day: 27% start planning 2–3 weeks before Ramadan, 67% end up buying more than planned, and 7 in 10 seek Ramadan content. Start with prep/hosting videos before Ramadan and finish with Eid gifting.

92% plan to buy candy, but more money goes to gifts ($3.9B) and clothing ($3.7B) than candy ($3.5B). Use candy as the hook and sell the "Easter basket upgrade" or outfit.

75% buy flowers, but jewelry leads spending ($7.5B of a record $38B). Position your product as "the gift next to the flowers" rather than competing with them.

Electronics and personal care show the largest gains, and online is the top destination (38%). Creator "grooming kit / gadget test" reviews fit better than generic gift lists.

Searches for "same day delivery rakhi" jump the day before, and 90% of festive shoppers treat delivery within two days as non-negotiable. Run "still arrives in time" creator videos in the final 48 hours.

Interest in "Diwali sales" starts surging as early as August, and festive shoppers watched 7.7 online videos before buying. Seed creator videos from August — and make sure your brand shows up on Google search, where social discovery hands off.

49% start Halloween shopping in September or earlier, and pet costumes alone are a $0.92B category. Post costume / décor ideas in early September; pet angles are an underused niche.

It is now a five-week season (Oct 7 – Nov 11 in 2025, GMV 1,695 billion CNY), and short-video platforms (Kuaishou, Douyin) start first. Seed content in early October.

Social media's share of holiday revenue grew 40.3% YoY (to 4.6%) and affiliates/partners including creators drove 20.4%; Black Friday ($11.8B, +9.1%) grew faster than Cyber Monday. Front-load creator posts to Thanksgiving week.

Still the single biggest online day ($14.25B in 2025) inside a $44.2B Cyber Week, with buy-now-pay-later at $1.03B on Cyber Monday alone. Mention installment options in the creator script if you offer them.

43% start holiday shopping before November, and 47% say they would like to receive gift cards. Run gift-guide creator videos from October, then "what to buy with your gift card" videos in the week after Christmas.

UK Boxing Day footfall jumped 4.4% year-on-year in 2025 — people went back to stores. If you sell in stores, pair creator videos with an "in store today" call-to-action, not only an online code.

It lifts spend across ALL retailers, not just Amazon: U.S. online spend hit $24.1B over the 4 days in 2025, with mobile at 53.2%. Run mobile-first creator videos for your own store in the same window.

62% had already started back-to-school shopping by early July, and college spending ($103.5B) is more than double K-12 ($43.3B). Launch in June, and don't forget dorm/college angles.