10 dates in 2022 you won’t want to miss

Keeping track of key marketing dates around the world can be a challenge. Yet campaign success and audience relevance often depend on understanding the cultural and retail milestones in your target markets. That’s why each year, Oban publishes a free international travel and e-commerce calendar – highlighting the key dates around the world which every international marketer should know.

Our 2022 calendar is coming very soon – it includes over 160 dates that are invaluable to campaign planning. Here, we highlight ten you won’t want to miss.

 

10^th January: Coming of Age Day

What is it?

• Coming of Age Day is a Japanese holiday held annually on the second Monday in January. It celebrates everyone who has reached the age of 20 between 2^nd April of the previous year and 1^st April of the coming year.
• Seijin-shiki or coming of age ceremonies take place in city halls and public spaces to mark the age of adulthood.
• Women typically dress up in beautiful kimonos whilst men wear traditional Japanese dress or a suit and tie.

 

Where is it celebrated?

• Japan

 

What’s the marketing opportunity?

• Gifts are typically given to mark the occasion.

 

Quick tips:

• In April 2022, the legal age of adulthood in Japan will be reduced from 20 to 18. It’s unclear as yet how this will affect Coming of Age ceremonies – local authorities remain divided on whether to celebrate them at age 20 or 18. Check with a Local In-Market Expert if you’re planning a campaign.

 

1^st February: Chinese New Year

What is it?

• The Chinese festival marking the start of the new year, beginning on the second new moon after the winter solstice and ending on the full moon fifteen days later. Also known as the Spring Festival or Lunar New Year.
• In 2022, it will fall on Tuesday, 1^st
• An animal is associated with each New Year. The animals rotate and repeat according to a fixed 12 year cycle. 2022 will be the Year of the Tiger.
• Traditionally, red envelopes containing money (hóngbāo) are given out by hand during the holiday, as tokens of good fortune and blessing. Digital versions of these are increasingly popular in Asia, thanks to platforms like WeChat and Alipay.

 

Where is it celebrated?

• China, as well as countries and regions around the world with significant Chinese populations, such as Taiwan, Singapore, Indonesia, Malaysia, Thailand, the Philippines plus parts of North America and Europe .

 

What’s the marketing opportunity?

• With about 1.5 billion people globally celebrating Chinese New Year, it’s a huge e-commerce opportunity, worth billions of dollars. Oban’s podcast on Chinese New Year explains more.
• It’s also a significant opportunity for travel, as people return home to visit family – considered one of the largest human migrations of the year.

 

Quick tips:

• Brands need to be culturally sensitive – Chinese New Year holds historical and cultural significance for those who celebrate it. Zodiac-themed designs and red-and-gold packaging are fine – but be careful not to overdo it or appear heavy-handed.
• Consumers typically start searching and purchasing 2-4 weeks before Chinese New Year, with the biggest spikes 1-2 weeks before the holiday.
• Mobile is key for Chinese consumers. According to Statista, there were 897 million mobile internet users in China and a 7% penetration rate for online shopping in 2020.

 

22^nd April: Earth Day

What is it?

• An annual event (since 1970) to demonstrate support for environmental protection. The official website explains its work in more detail.

 

Where is it celebrated?

• Internationally

 

What’s the marketing opportunity?

• ‘Green consumerism’ matters to consumers, especially younger ones. A 2020 First Insight  survey in the US showed that:

• • 62% of Gen Z consumers prefer sustainable brands, compared to 54% of Gen X, and 39% of Boomers.
  • Gen Z is more willing to pay more for sustainable products (73%) than Millennials (68%), Gen X (55%) and Boomers (42%).

• Earth Day provides a milestone or hook for brands to highlight their environmental credentials.

 

Quick tips:

• Avoid greenwashing – i.e. marketing yourself as environmentally friendly without taking meaningful action.
• Bear in mind that customer preferences and attitudes towards sustainability will vary by market – use a Local In-Market Expert to guide you

 

2^nd-3^rd May: Eid al-Fitr

What is it?

• Eid al-Fitr (Arabic for ‘Festival of Breaking Fast’) is the earlier of two official holidays celebrated within Islam (the other being Eid al-Adha).
• Celebrated by Muslims worldwide, Eid al-Fitr marks the end of the month-long dawn-to-sunset fasting of Ramadan.
• The festival includes Eid prayers, social gatherings, gift giving, donations to charity and festive meals. Food is a central theme, which is why it’s also called ‘Sweet Eid’ or ‘Sugar Eid’.
• Oban has a podcast episode dedicated to Eid al-Fitr which you can listen to here

 

Where is it celebrated?

• The festival is celebrated by Muslims worldwide. It is a national holiday in many countries with large Muslim populations. Different countries around the world have different Eid traditions – again, check with a Local In-Market Expert.

 

What’s the marketing opportunity?

• During both Eid holidays, food and halal products, clothes, jewellery, watches and electronics tend to perform well as categories.
• There’s also a large opportunity for airlines, tourism and hospitality, as people travel home to visit their families.

 

Quick tips:

• Both Eid al-Fitr and Eid al-Adha are important events for businesses looking to connect with Muslim consumers. However, it’s essential do so respectfully and in the right way.
• As with Ramadan, the Eid holidays follow the Islamic Lunar Calendar and fall on different dates each year. Three to four weeks before Eid al-Fitr or Eid al-Adha is the best time to get your Eid marketing and PR campaigns out.
• Since the Eid holidays mean time away from work and quality time with family and friends, desktop usage decreases, while mobile usage increases.
• Consider creating special incentives or deals for the Eid periods.
• Charity is an important part of the Eid holidays, so you could include charitable activities in your marketing communications by donating a percentage of sales to charity.

 

12^th June, Dia dos Namorados

What is it?

• Described as Brazil’s Valentine’s Day, Dia dos Namorados is when couples have date nights and exchange romantic gifts, such as flowers and chocolate.
• Street and home decorations can form part of the celebrations. There are also parades and carnivals.
• The 14^th February Valentine’s Day is not celebrated in Brazil because it usually falls too close to the Brazilian Carnival.

 

Where is it celebrated?

• Brazil
• However, somewhat confusingly, in other Portuguese-speaking countries, Valentine’s Day is referred to as Dia dos Namorados but is celebrated the same day that Valentine’s Day is celebrated in February.

 

What’s the marketing opportunity?

• Similar to the opportunity that Valentine’s Day represents in other countries. Typical gifts include flowers, chocolate, perfume and jewellery.
• According to a 2019 survey by Shopee Brasil, the average price of a Dia dos Namorados gift is R$240 – higher than the average Mother’s Day gift at R$210.

 

Quick tips:

• Sales typically peak a few days before Dia dos Namorados, suggesting that consumers are looking for discounts and fast delivery – two elements that online stores can use as incentives.
• As well as discounts and last minute offers, gift guides and gifts by price can be useful Dia dos Namorados content for retailers.

 

21^st– 24^th July: San Diego Comic-Con

What is it?

• A comic book convention and non-profit multi-genre entertainment event held annually in San Deigo, California since 1970 – you can visit the official website here.
• Pre-Covid, the event typically attracted visitors of over 150,000 per year. It holds several Guiness World Records, including the largest annual comic and pop culture festival in the world.
• What originally began as an event catering to comic-book fans has grown into a massive, multimedia affair that attracts Hollywood studios and television networks looking to connect fans with the current or next blockbuster or hit series.

 

Where is it celebrated?

• The event takes place in San Diego but attracts visitors from across the US and beyond.

 

What’s the marketing opportunity?

• With 150,000+ worldwide attendees annually, this is a big travel and tourism opportunity.
• There’s also an e-commerce opportunity with people buying costumes online.

 

Quick tips:

• If you are attending the event as an exhibiter, don’t forget to optimise your website for local SEO.

 

17^th September – 3^rd October: Oktoberfest

What is it?

• An annual beer festival and funfair in Munich, Germany, held over a two week period ending on the first Sunday in October.
• Pre-Covid, over six million people from around the world attended every year. As well as consuming large amounts of beer, visitors enjoy traditional foods, amusement rides, side stalls and games.
• Oktoberfest is an important part of Bavarian culture, having been held every year since 1810.
• Traditional Bavarian clothes (dirndl and lederhosen) as well as steins (1-litre beer glasses) and beer tents are important elements associated with Oktoberfest.

 

Where is it celebrated?

• Munich, Germany – but other cities across the world also hold Oktoberfest celebrations modelled after the original event – as far away as China and Brazil.

 

What’s the marketing opportunity?

• With large visitor numbers, this is a significant opportunity for travel and tourism brands.
• Outside of Germany, it’s also a promotional opportunity for beer brands, pubs and restaurants, or even supermarkets – to host Oktoberfest-themed events and offers to coincide with the festival.

 

Quick tips:

• With a shift towards premiumisation in the beer category, local and craft beers produced in microbreweries are well placed to take advantage. Oktoberfest is already in line with this trend: according to long-standing tradition, only beer brewed locally in Munich can be served to revellers.

 

4^th October, World Animal Day, International

What is it?

• World Animal Day is an international day of action for animal rights and welfare celebrated annually on 4^th October, the feast day of Francis of Assisi, the patron saint of animals.

 

Where is it celebrated?

• Internationally

 

What’s the marketing opportunity?

• Within the pet care category, the pandemic has accelerated a big channel shift to online – which is expected to continue even as Covid recedes.
• In fact, a third of pet care sales are forecast to come from online by 2026.
• More people now own pets, and pet owners are spending more on pet care – leading to premiumisation.
• World Animal Day can be used a promotional hook or content marketing opportunity for pet care brands.

 

Quick tips:

• For many pet care companies, optimising for local SEO (‘catteries in Sussex’ or ‘dog grooming Brighton’) is essential.
• For international brands, bear in mind that pet ownership varies by country – it’s highest in Latin America, and lowest in Asia (though Asia is still a significant and growing pet care market).
• How much people are prepared to spend on their pets varies around the world too. For example, in 2020, according to Euromonitor, Australasia spent the most on food per dog and cat (around $275), followed by North America ($211) and Western Europe ($182). A Local In-Market Expert can guide you.

 

24^th October, Diwali

What is it:

• Diwali is the 5 day ‘Festival of Lights’, celebrated by millions of Hindus, Sikhs and Jains around the world.
• It takes place during the Hindu lunisolar month Kartika (between mid-October and mid-November).

 

Where is it celebrated?

• India hosts the biggest Diwali celebrations but according to the British Sikh Association, Diwali celebrations in UK cities are probably the largest outside India.

 

What’s the marketing opportunity?

• In India, Diwali is the time for buying: 2021’s event saw sales cross INR1.25 trillion, with retailers logging decade-high sales. According to Criteo, home furnishing and food topped the list of the most popular categories, with +42% and +18% sales five days before Diwali.
• Other popular categories include apparel, smartphones, electronics and consumer products.
• Fireworks are often set off to mark the event – representing an opportunity for retailers beyond Guy Fawkes Night.
• There’s also a tourism opportunity, with many people travelling home to see families.

 

Quick tips:

• Begin your festive sale events a few weeks beforehand – which is what the two dominant e-commerce marketplaces in India (Flipkart and Amazon India) do.

 

18^th December: World Cup Final

What is it:

• The World Cup Final needs no introduction but 2022’s is notable for being the first ever to be held in the Arab world (Qatar).
• It’s also the first time a major football tournament has landed in the middle of the UK’s peak advertising season (i.e. the run-up to Christmas).

 

Where is it celebrated?

• Internationally

 

What’s the marketing opportunity?

• This is a massive set-piece marketing opportunity. Advertisers that get Q4 2022 right will generate huge success.
• Events like Euros 2020 show that tournament football offers cost-effective reach and an opportunity to reach younger, wealthier consumers at scale. Couple that with an audience geared up to spend, and Qatar represents a significant prize.
• Christmas is not just about gift giving but is also when couples and families make major decisions about big ticket items, so we could see some big Boxing Day and January spenders pull their campaigns forward into December.

 

Quick tips:

• When crafting campaigns, bear in mind that whilst Christmas decision makers and buyers tend to be female, tournament audiences skew male.
• Standing out will be harder than ever. There will be a rush of advertisers pursuing a limited amount of premium inventory, with Q4 seasonal advertisers, brands that traditionally spend in sporting tournaments, and brands upping the ante after two Covid Christmases all competing for attention.
• The World Cup is taking place in Qatar – a nation whose stance on equality and human rights may deter some audiences. Brands will need to have contingency plans in place for their campaigns should internal or external stakeholders raise concerns.

. . .

Planning an international marketing campaign in 2022? Oban can help. To find out how, please get in touch.

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Oban International is the digital marketing agency specialising in international expansion. Our LIME (Local In-Market Expert) Network provides up to date cultural input and insights from over 80 markets around the world, helping clients realise the best marketing opportunities and avoid the costliest mistakes.