the 2025 x marketing calendar is here! here’s how to best use it
Failure to plan is planning to fail, as they say, so take advantage of the recently released 2025 marketing calendar from X to determine the best minor and major events that align with your brand, and develop a plan to incorporate them into your marketing efforts.
You can find the calendar here: https://business.x.com/en/resources/x-marketing-calendar#country=global
Filter it down to your specific country (or countries if you're selling in more than one) and review the event type filter to gain even more clarity on the events that are important to your brand.
When planning out your marketing calendar, I am a big advocate of the 4 Peaks Theory. The idea here is to pick at least one major event each quarter to drive a sales promotion, while other minor events can be used to drive smaller promotional efforts with appropriate content for social media and email that strengthen the relationship between you and your customers.
These promotions, when executed properly, are a great way to grow your first-party data throughout the year so that when you get to the big event in November, you have hopefully built a large, warm audience that will want to take advantage of your biggest offer of the year.
Disclaimer: Be wary of running too many discount promotions throughout the year, as you risk setting customer expectations and becoming a "discount brand" in their eyes. You do not want this.
Major events each quarter could be:
Jan–March: New Year’s Day / Valentine’s Day / Eid Al-Fitr
April–June: Eid Al-Fitr / Mother’s Day / Earth Day / Memorial Day / Father’s Day
July–Sept: Canada Day / Independence Day / Labour Day / Back to School
Oct–Dec: Black Friday / Cyber Monday / Christmas
These are just the common ones, of course. You may find specific days or events that lend themselves better to your brand and what is important to you and your customers. If your products are for cat enthusiasts, seek out cat-specific events like International Cat Day. Selling sustainable products? Earth Day and Earth Month would be ones you’d want to plan for. You get the idea.
Try to pick your promotional dates at least one quarter ahead to give yourself enough time to plan everything out (email, social media, blog content, influencers, etc.) and to ensure you have enough resources allocated to execute properly.
Especially important for the BFCM weekend: Give yourself lots of time to figure that out.
If you’re really busy running your business and need a hand figuring all this out, reply to this email, and we can set up a quick 1/2-hour call to discuss how I can help you grow your business—or at least give you some good ideas you can execute on right away.