Intuit research: traditional retail calendar no longer what it was and retailers and marketers must change approaches

Intuit and Canvas8 have released The New E-Commerce Calendar, a report that explores how the traditional retail calendar is being reshaped. This draws insights from more than 9,000 surveyed shoppers across 13 countries (including more than 1,000 in the UK), supplementing this data with insights from six retail and behavioural science experts.

A shift in global consumer behaviour has become clear: 78% of the ‘moments’ that make up the New E-Commerce Calendar aren’t driven by price promotions. In fact, seven in ten UK shoppers believe discounts around retail calendar moments are often exaggerated. Today, shopping unfolds year round in a rhythm of personal, cultural, and community-driven moments. 

In the UK, 42% of shoppers were influenced by website product reviews to make a purchase in the last two years - the highest across all nine regions surveyed. With UK consumers not blindly following sales and instead driven more by trust, those behind the research say it is clear that marketing strategies should not be hinged on discounts alone. Modern marketers must acknowledge this and be agile in their approach in order to unlock year-round success.

The research identifies six categories of moments that make up the New E-Commerce Calendar - Sales Moments, Advocacy Moments, Celebratory Moments, Together Moments, Holiday Moments, and Entertainment Moments - and explores the emotional drivers and shopper missions behind each. 

Key findings include: 

• Sales moments - those created and dominated by brands and retailers - still drive engagement, but with some scepticism. 58% of UK shoppers participate in sales moments, and 64% don’t set a strict budget. However, 71% of UK shoppers believe the discounts offered can be exaggerated.

• Celebratory moments like Valentine’s Day and Halloween have significant emotional resonance, with 54% and 39% of shoppers, respectively, making related purchases. Interestingly, in the UK, even non-traditional shopping moments stand out, with 62% of UK shoppers having made a purchase during Easter in the last two years.

• Holiday moments, or those that generally take place between November and the New Year, remain strong. In the UK, 63% of shoppers made a purchase during Amazon Prime Day in the last two years, 79% made a purchase during Black Friday and 65% during January sales. But while the Christmas shopping season remains the moment when consumers have the largest propensity to spend, it is not as dominant as it once was and now accounts for just 10% of annual engagement opportunities in The New E-Commerce Calendar.

• Entertainment moments - think Eurovision, the World Cup, or the Super Bowl - prompted 15% of shoppers to make purchases in the last two years. These shared experiences especially resonate with younger audiences seeking belonging and cultural connection.

Each moment can be a powerful opportunity for a brand to drive growth, and understanding the leading motivations and emotional prompts associated with each type is key to strategic success. By approaching the marketing e-commerce calendar with consideration and intention, brands can build stronger loyalty, deeper emotional connections, and long-term growth, Intuit claims.

The marketer’s calendar has transformed into a dynamic, year r ound continuum shaped by culture and community. The end of year Christmas rush and Boxing Day Sales now account for just 10% of annual engagement opportunities.

Furthermore, 39% of shoppers worldwide are overwhelmed by the sheer volume of sales and promotions, leading 25% to actively avoid shopping during major sales events. This saturated promotional landscape presents both opportunities and challenges for brands. Navigating this environment requires careful consideration to determine the optimal timing and approach for engagement. 

“Globally, consumers are engaging with brands that show up meaningfully throughout the year, whether that’s during a major cultural moment or a well-timed promotion,” says Jim Rudall, Regional Director, EMEA at Intuit Mailchimp. “For marketers, the challenge lies in finding the right balance - leveraging the momentum of trends without diluting your brand’s differentiators. The New E-Commerce Calendar helps brands show up at moments that truly resonate with their audiences - and do so with an eye on long-term results.” 

Sometimes, it’s just as important to consider your quiet moments too - and a little restraint can work in your brand’s best interest. Dr. Jason Pallant highlights how many brands “act out of FOMO - or fear of missing out - rather than with an actual strategy” when participating in events. He notes how quickly this can dilute brand trust and waste marketing energy. There’s value in understanding when opting out is the best option for your business, particularly when considering sales or entertainment moments, where acting out of FOMO can be especially tempting for brands.

Crafting the right value proposition requires more than hefty discounts; the research indicates that marketers might have better luck creating exclusive experiences for their most loyal customers instead. Globally, loyalty reward perks have prompted 33% of shoppers to make purchases in the last two years. This rises to 43% amongst UK shoppers - the joint highest across all nine regions surveyed.

Segmentation plays an important role here. By identifying high value customers - based on purchase frequency, lifetime value and engagement levels - brands can craft exclusive perks that make their best customers feel truly appreciated.

2025 RTIH INNOVATION AWARDS

E-commerce will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.