Straight to the point
The new year presents new opportunities to elevate your marketing strategies and increase your sales.
By tracking important KPIs and aligning your marketing efforts with holidays and commemorative dates, you can easily boost your store’s performance. These dates give you an excuse to hold special promotions and drive traffic to your store.
As an online fashion store, you can take advantage of traditional big dates, like Christmas and Valentine’s Day, as well as global fashion events. Whether you’re planning a spring collection drop, a campaign celebrating sustainability, or a themed flash sale, this guide has all the ideas you need to keep your marketing calendar fresh and inspired all year long.
Let’s explore 2025 month by month, uncovering the dates that can turn ordinary days into extraordinary opportunities for your store.
Ready? Let’s make this year your most memorable one yet!
January: New Beginnings and Winter Sales
- New Year’s Day – January 1
- Milan Fashion Week, Menswear Fall/Winter 2025 – January 17-21
- Paris Fashion Week, Menswear Fall/Winter 2025 – January 21-26
January is the perfect month to jumpstart fresh marketing campaigns for your fashion e-commerce store. After holiday shopping, it can be a slow month for clothing sales, but with strategic marketing efforts, you can keep sales consistent.
New Year’s Day (January 1st)
With the new year being a time of renovation and resolutions, embrace shoppers’ drive for a fresh start with campaigns centered on personal style reinvention. It’s a perfect time to launch collections and promote products that emphasize “starting the year off in style”. Encourage shoppers to update their wardrobes with new pieces that align with their goals.
Winter Clearance Sales (Throughout January)
To start making room for the next season’s stock, you can leverage January sales to clear out winter collections. Motivate shoppers to refresh their closet winter staples before spring with offers they can’t resist. Send out personalized emails to highlight clearance items you know your shoppers will love.
Fashion Shows
With many high-profile fashion events taking place, January also sets the stage for new trends and collections. You can build excitement around these events by spotlighting runway-inspired pieces. Similarly, you can publish “seen at fashion week” content to showcase your pieces that match the season’s new trending styles. Aligning promotions with these high-visibility events not only drives sales but also strengthens your store’s fashion-forward reputation among style-conscious shoppers.
February: Love and Fashion Weeks
- Groundhog Day (US) – February 2
- New York Fashion Week, Fall/Winter – February 6-11
- Valentine’s Day – February 14th
- London Fashion Week, Fall/Winter – February 20-24
- Milan Fashion Week, Fall/Winter – February 25-March 3
February brings a unique mix of romance and runways. With sales picking up after the holiday season, Valentine’s Day, and several major fashion weeks, February provides an opportunity to connect with both love-driven purchases and fashion-conscious customers. It’s a great time for love-themed promotions and aligning marketing efforts with the latest trends showcased on the global fashion stage.
Valentine’s Day (February 14th)
Valentine’s Day is all about love – for partners, friends, and oneself. Offer gift guides that cover various types of relationships or encourage self-love with “treat yourself” promotions.
For customers looking to impress their partners, spotlight your most romantic or eye-catching pieces. Discounts, bundle offers, and expedited shipping options can be promoted to help last-minute shoppers find the perfect gift.
March: Change of Seasons, Change of Style
- Paris Fashion Week, Womenswear Fall/Winter 2025 – March 3-11
- International Women’s Day – March 8
- St. Patrick’s Day – March 17
- First day of spring – March 20
- Spring Collection Launch – Mid-March
March marks the end of winter and the start of spring, a time when shoppers are ready for lighter, fresher looks. With International Women’s Day, St. Patrick’s Day, and the excitement of new collections, March provides plenty of chances to engage customers with timely promotions and messages prompting them to visit your store.
St. Patrick’s Day (March 17)
St. Patrick’s Day is a fun opportunity to go green – literally! Highlight green pieces and accessories, from clothing to jewelry, and create themed collections to bring a festive vibe to your store. Flash sales, giveaways, or a “lucky discounts” promo can also capture the playful spirit of this holiday and attract impulse buys.
April: Earth Day and Eco Fashion
- April Fool’s Day – April 1
- Easter – April 20
- Earth Day – April 22
As Earth Day approaches, April is the perfect month to highlight sustainability initiatives and celebrate eco-friendly fashion.
April Fool’s Day (April 1)
April Fool’s Day is a perfect day for some light-hearted engagement or to have a little fun with your shoppers. Consider launching a playful, limited-time promotion or a “surprise discount” campaign. If you really want to get into the spirit, you could add some ridiculous, obviously fake products to your store, like invisible clothing or anti-gravity footwear. Or, you could run a “reverse sale” where garments are more expensive than their regular price, when customers click you can offer a small discount code to make up for the prank. Alternatively, share humorous content or silly style guides on social media to keep customers entertained and engaged.
Easter (April 20)
Easter is synonymous with springtime colors and fresh styles. Showcase pastel-themed collections or offer styling tips for family gatherings and celebrations. Highlight pieces that reflect the season, like flowy dresses, lightweight cardigans, and fresh accessories. You could also offer a special Easter promotion or bundle items that capture the spirit of renewal and festivity.
May: Celebrating Moms, Glamour, and Unique Passions
- Mother’s Day – May 11
- Cannes Film Festival – May 13-24
- Geek Pride Day – May 25
May brings a mix of meaningful moments and exciting pop culture events, from honoring mothers to celebrating film and niche interests. There’s no shortage of inspiration to create memorable campaigns.
Mother’s Day (May 11)
Mother’s Day is a wonderful time to encourage thoughtful gifting with curated collections that appeal to moms. Consider creating a Mother’s Day gift guide or offering discounts on Mother’s Day collections to encourage your shoppers to make their mothers feel special.
June: Spring/Summer Fashion Weeks
- Pride Month – June 1-30
- Best Friend Day – June 8
- London Fashion Week, Menswear Spring/Summer – June 12-15
- Father’s Day – June 15
- First day of summer – June 20
- Milan Fashion Week, Menswear Spring/Summer – June 20-24
- Paris Fashion Week, Menswear Spring/Summer – June 24-29
June is an exciting month! In addition to the start of summer and Pride month, there’s lots going on. From Best Friend Day and Father’s Day to menswear spring/summer fashion weeks, June is the perfect time to inspire customers with runway inspiration and colorful campaigns.
Pride Month (All June)
Celebrate Pride with collections that champion inclusivity, self-expression, and bold colors. You can offer limited-edition Pride-themed items or donate a portion of sales to LGBTQ+ organizations. Feature inspiring stories of LGBTQ+ figures in fashion and invite customers to join the celebration with “Pride Picks” or rainbow-inspired looks.
Father’s Day (June 15)
Honor dads with a dedicated gift guide featuring styles that cater to different interests – think casual classics, sporty pieces, or dapper accessories. Offering a discount on men’s items or a gift-wrapping option can make Father’s Day shopping easy.
Campaigns celebrating father figures can help inspire your shoppers to purchase new garments for their own fathers.
Paris Fashion Week (June 24-29)
Paris Fashion Week rounds out June’s menswear fashion events, showcasing timeless and avant-garde pieces. Highlight versatile menswear that balances classic and modern aesthetics or feature Paris-inspired collections with French flair. Engage customers with “shop the look” posts, encouraging them to bring a touch of Paris to their everyday style.
July: Summer in Full Effect
- Paris Haute Couture Week – July 7-10
- Amazon Prime Day – July 23
- International Friendship Day – July 30
July is a time to blend high fashion with the continued excitement of the summer months. Continue promoting summer fashion and celebrate International Friendship Day with friendship-themed promotions.
Amazon Prime Day (July 23)
If you sell on Amazon, you can leverage Amazon Prime Day to boost sales and brand visibility. Promoting upcoming deals via email campaigns and social media leading up to Amazon Prime Day. Provide attractive deals, such as limited-time discounts or exclusive offers for Prime members.
International Friendship Day (July 30)
Like Best Friend Day in June, take advantage of International Friendship Day with 2-for-1 deals and discount codes that celebrate friendship.
August: Back-to-School and Prepping for Fall Fashion
- Back-to-school season
- Summer blowout sales
- Fall fashion preview
As summer draws to a close, August is the month for back-to-school and summer blowout sales. Additionally, you can start previewing fall fashion to get customers excited about one of the best seasons for fashion.
Back-to-School Sales
Encourage shoppers to prepare for the upcoming school year with special discounts on wardrobe staples to attract both parents and students. Highlight any school-ready staples in your email and social media marketing efforts.
September: Fashion Weeks and Fall Fashion
- New York Fashion Week Spring/Summer – September 11-16
- London Fashion Week Spring/Summer – September 18-22
- First day of Fall – September 22
- Milan Fashion Week Spring/Summer – September 23-29
- World Tourism Day – September 27
- Paris Fashion Week, Spring/Summer – September 29-October 7
September is an exciting month for fashion e-commerce, filled with fashion weeks and the official start of fall. This month’s runway events and seasonal transition create the perfect mix for customers seeking both trend-driven pieces and fall essentials.
Fashion Weeks
September’s lineup of global fashion weeks brings a steady stream of inspiration for spring/summer trends. Use this time to highlight runway-inspired pieces that capture the essence of each city’s unique style. Since womenswear fashion weeks are presented for the upcoming year’s seasons, it can be difficult to align them with promotions and marketing efforts. Having said that, if you still have any spring/summer pieces that are on trend for the upcoming season, put them on sale and promote them to your shoppers!
First Day of Fall (September 22)
If you haven’t already started promoting your fall collections, the first day of fall is a prime opportunity to do just that. Send out an email to shoppers celebrating the first day of fall and encouraging them to browse your offerings for the new season.
October: Fall in Full Swing and Spooky Styles
- Halloween – October 31
With fall in full swing, October is all about cozy layers, rich autumn tones, and the fun of Halloween. Continue promoting fall fashion and share Halloween-themed looks.
Halloween (October 31)
Halloween is a chance to have fun with themed collections, from costumes to statement pieces with a hint of Halloween flair. Offer curated looks for customers who want subtle nods to the holiday, like dark, dramatic accessories or clothing in shades of black, orange, and deep purple. You can also promote Halloween-ready pieces that can double as part of a costume and everyday wear for maximum versatility. Engaging customers with styling tips or costume ideas on social media is a great way to spark creativity and boost seasonal sales.
November: Black Friday and Early Holiday Shopping
- Thanksgiving (US) – November 27
- Black Friday – November 28
November marks the start of the holiday shopping season, with Black Friday kicking things off.
American Thanksgiving (November 27)
Thanksgiving is a time for gratitude and connection. It’s a great time for heartwarming campaigns, whether you promote them on your website, email, or social media. Consider sending loyal customers an email thanking them for their business – you may even want to offer them an exclusive discount code to encourage them to visit your store or run a friends and family sale leading up to Thanksgiving.
Black Friday (November 28)
Black Friday is the biggest shopping day of the year for online retailers, and it’s essential to capture shoppers looking for the best deals. Offer exclusive discounts on high-demand pieces, create flash sales, and promote early-bird specials to create a sense of urgency. A “Black Friday sneak peek” email campaign can also build anticipation, ensuring customers are ready to shop when your sale begins. Segment your audience based on purchase history and send targeted offers to create buzz among different customer groups.
December: Holiday Spirit and New Year’s Prep
- Cyber Monday – December 1
- First day of winter – December 21
- Christmas – December 25
- Boxing Day – December 26
- New Year’s Eve – December 31
With December being the height of the holiday season, it’s a perfect month for festive promotions and helping customers find gifts, holiday looks, and party-ready styles. Cyber Monday and Christmas fall in December, meaning customers are on the lookout for good deals and gifts.
Christmas (December 25)
Christmas is all about festive, cozy, and thoughtful gifting. Help customers find the perfect gifts with themed guides like “Gifts for Her”, “Gifts for Him”, or “Stocking Stuffers.” Highlight seasonal favorites like cozy sweaters, warm accessories, and holiday-themed items. Offering gift wrapping or special packaging adds an extra touch of holiday magic and makes it easier for shoppers to give memorable presents.
Boxing Day (December 26)
Boxing Day is a great time to clear out end-of-season inventory with post-holiday sales. Offer big discounts on winter items, last-chance deals, and special bundles to encourage shoppers to treat themselves or stock up on winter essentials. Promote these deals as a way to “refresh for the new year” and keep momentum strong after Christmas.
Ready to Make 2025 Unforgettable?
With the right dates on your radar and creative campaigns to match, 2025 can be your store’s best year yet. From major holidays to niche celebrations, every moment is a chance to connect with your customers in meaningful ways.
If you found this blog post useful, make sure to download the complete e-book that includes all of our suggestions to make the most of the year’s special dates.
