2024 E-Commerce Calendar: Your Comprehensive Guide to E-commerce Opportunities in Europe

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)

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