Gaining insights into the European market is a crucial step for sellers aiming to tap into the diverse cultures and festivals across the continent. Understanding not only “what to sell” but also “when to sell” is key. In Europe, with its rich tapestry of cultures, each country celebrates unique national festivals, providing sellers with ample opportunities to attract traffic, gain exposure, and build brand awareness at different times throughout the year.
Spring Season
January: New Beginnings
New Year’s Day: Toys, games, groceries, beauty and health, home essentials
Three Kings’ Day: Various product categories
Chinese New Year: Traditional Chinese and Asian clothing, red and gold accessories
Return to Work Season: Office supplies, breakroom essentials, commercial appliances
February: Month of Love
Valentine’s Day: Fragrances, jewelry, dolls, floral and lighting decorations, custom gifts
March: International Women’s Day
International Women’s Day: Cosmetics, flowers, jewelry, clothing, books, women’s products
Summer Season
April: Blooming Opportunities
April Fools’ Day: Creative campaigns
National Pet Day: Pet-friendly products
Ecommerce Operations Summit
May: Celebrations and Gaming Week
Labor Day: Various product categories
Polish Constitution Day: Various product categories
Mother’s Day: Women’s personal care, flowers, apparel
Gaming Week: Gaming peripherals, accessories
Holiday Allowance (Netherlands): Various product categories
June: Celebrations Galore
Children’s Day: Toys, electronics, snacks
Swedish National Day: National flags, flag-themed apparel, ribbons
Midsummer Day: Beach elements, summer gear, outdoor equipment
Father’s Day: Men’s personal care, clothing (ties, hats)
Autumn Season
July: Belgian National Day and Prime Member Day
August: End of Summer Promotions / Back-to-School
Back-to-School Season: Stationery, books, electronics
September: Back to School and Corporate Purchases Focus
Back-to-School Season Continues
Gaming Week
Special Feature on Corporate Purchases
Winter Season
October: Organizational Holiday Gift Season and Prime Member Early Access Day
November: Halloween, Early Winter, Early Black Friday, Polish Independence Day, Thanksgiving, Black Friday, Cyber Monday
Halloween: Costumes
Early Black Friday: Various product categories
Polish Independence Day: Various product categories
Thanksgiving: Thanksgiving-related items
Black Friday: Various product categories
Cyber Monday: Various product categories
December: Dutch Christmas, Last Minute Deals, Christmas Boxing Day & Festival Gifts, End of Year Sale, New Year’s Eve
Christmas Season: Energy storage products (power banks)
Heating Products: Heaters, fireplaces, warming devices
Warmth Products: Electric blankets, hot water bottles, hand warmers, sleeping bags
Warm Clothing: Down jackets, thermal wear, scarves, gloves, boots
The advantage of the European market lies in its cultural diversity and the array of festivals celebrated throughout the year. Unlike focusing solely on events like “Black Friday” or “Double Eleven,” European sellers have numerous opportunities to experiment and test the market in different countries at various times of the year.
It’s worth mentioning that due to the ongoing Russia-Ukraine conflict, Europe is facing an energy crisis. In 2023, products related to energy storage and heating experienced a surge in demand during the winter. As the situation remains uncertain in 2024, sellers can prepare by stocking up on these products, particularly focusing on supplying high-latitude Western and Northern European regions.
Related read: Your Ultimate Guide to Key Dates for E-commerce Success in 2024 (North America)
