A new report from Intuit Mailchimp, released in collaboration with behavioral research firm Canvas8, suggests that traditional retail calendars are losing relevance as consumer engagement shifts toward a broader and more emotionally driven cycle of shopping. Based on survey responses from over 9,000 consumers across 13 countries, The New E-Commerce Calendar contends that nearly four in five moments influencing shopper behavior are now driven by culture, community, and personal milestones, not retail-led sales events.
The research introduces a new framework for understanding consumer engagement: a year-round calendar that includes up to 15 distinct moments each month where brands can connect with shoppers. While traditional sales periods such as Black Friday or end-of-year holidays remain prominent, they now account for a smaller share of consumer attention, with the holiday season responsible for just 10% of annual engagement opportunities, according to the report.
For marketers, the implications are significant. Instead of concentrating promotional efforts around familiar peaks, the report argues for a more nuanced, ongoing approach that accounts for diverse motivations and emotional triggers throughout the year.
Consumer Fatigue and Shifting Expectations
The report arrives amid growing consumer fatigue with constant sales promotions. Intuit’s data shows that 39% of global shoppers feel overwhelmed by the volume of sales events, and 25% actively avoid shopping during these periods. These findings reflect broader concerns across the marketing sector that an overreliance on discounts may erode brand equity and customer trust over time.
At the same time, consumers are still responsive to timely offers,provided the engagement feels relevant. Sales-driven events remain effective when aligned with shopper intent: 76% of consumers say they use Sales Moments for pre-planned purchases, while 72% are open to impulse buys if the promotion is appealing.
However, there is growing traction in what the report defines as “Celebratory,” “Advocacy,” and “Entertainment” Moments, non-sales occasions tied to cultural or emotional significance. These include events such as Valentine’s Day, International Women’s Day, or the Super Bowl, which may not be traditionally associated with shopping but still influence purchase decisions for a significant share of consumers.
Younger demographics are particularly attuned to these non-traditional moments. Among shoppers aged 18 to 34, 19% say they’ve made purchases linked to International Women’s Day, compared to just 8% of those over 55. But younger audiences are also more likely to feel saturated by frequent promotions, signaling a need for more meaningful, context-aware marketing.
Geographic and Demographic Variations
The report also highlights how engagement patterns differ by region and demographic. In the UK and Canada, loyalty rewards have prompted 43% of shoppers to make purchases in the past two years, compared to a global average of 33%. In contrast, shoppers in Scandinavian countries appear less motivated by promotional pricing, with only 41% reporting influence from discounts during Sales Moments.
Age also plays a role in how promotions are perceived. Older shoppers (55 and over) are more likely to question the authenticity of sales, with 22% more expressing skepticism about the value of discounts than their younger counterparts.
This growing segmentation presents marketers with a more fragmented but potentially richer field of engagement. Rather than aiming for broad seasonal campaigns, marketers may benefit from more targeted strategies that reflect cultural context, consumer values, and emotional relevance.
Context: Marketing’s Evolving Calendar
Mailchimp’s findings mirror broader shifts in the retail and marketing sectors. As consumer behavior becomes less predictable and more influenced by social and cultural forces, brands are seeking ways to remain relevant across a wider range of touchpoints. This aligns with trends seen in social commerce, where viral content or community-based experiences can trigger purchasing outside of conventional retail cycles.
The data also offers further evidence that personalization, not just in messaging, but in timing and context, is becoming critical. With more consumers seeking brands that “connect meaningfully year-round,” as Intuit Mailchimp’s Mark Lodwick puts it, marketers are under pressure to move beyond one-size-fits-all calendars.
Implications for Marketing Strategy
For marketing professionals, the report serves as both a diagnostic and a call to recalibrate annual planning. The emphasis on six categories of shopper moments, from traditional sales events to cultural celebrations and entertainment tie-ins, offers a blueprint for spreading engagement more evenly throughout the year.
Mailchimp has made region-specific insights available through supplementary country briefs, potentially aiding marketers in localizing their strategies. For global brands, these differences underscore the importance of adaptive planning that respects regional norms while still delivering consistent brand messaging.
Whether or not brands will shift away from entrenched seasonal marketing playbooks remains to be seen. But as Mailchimp’s data shows, shopper expectations are already evolving and the marketing calendar may need to catch up.