Your small business
marketing calendar
From holiday celebrations to cultural observations, plan your TikTok marketing around these key events.
From holiday celebrations to cultural observations, plan your TikTok marketing around these key events.
Whether you’re growing your business or establishing your brand, marketing is all about timing.
Holidays and seasonal moments create great opportunities to reach your target customers, but the key is knowing which moments to plan for and how to stand out. To help you create more effective annual marketing plans, we prepared this Marketing Calendar. Explore it to discover the right moments for bringing your brand into the conversations on TikTok.
Choose up to three major holidays that best align with your brand. For example, if you sell jewelry, you may want to focus on Mother’s Day. If you run a custom stationery business, then back-to-school season would be a good fit.
Download our guide for help with dates and timelines.
It’s best to get the ball rolling on a major holiday initiative two months ahead of the actual date. This gives you plenty of time to capture the attention of your audience and build momentum before you need them to take action.
Scroll on to discover your key moments
New year, new beginnings. The start of the year encourages wellness, recognizes achievement and offers a chance to reflect on history.
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As year-end festivities draw to a close, it’s a good time for brands to reach the sober-curious. From resolution-makers setting healthy goals to people already living a sober lifestyle, Dry January is a great way for beauty, home, food and beverage and entertainment brands to join the “New Year, New Me” trend. Get inspiration from Kiala Nutrition.
of TikTok users notice brands celebrating niche holidays
Embrace your inner film fan! January kicks off a string of ceremonies honoring the best of the best. From giving props for red carpet style to praising incredible performances, there are plenty of chances to engage with cinema-loving customers all month long.
Source: TikTok Marketing Science US, Holiday Shopping Behavior Custom Research 2020, conducted by Walnut Unlimited
Martin Luther King Jr. Day honors the birth of the influential American civil rights leader and Nobel Peace Prize laureate. Take time to speak to his legacy on the occasion, and show your support year-round by amplifying Black leaders and business owners on TikTok.
Throughout January: Get Organized Month
January 20: International Day of Acceptance
Celebrate the Black community, romance, and all the possibilities of the new year.
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The best time to #SupportBlack businesses is all year round, but February in particular is all about celebrating Black achievements and elevating Black voices, and that includes Black-owned businesses. Use this month to share the story and inspiration behind your Black-owned business or highlight the stories of those who have inspired you. It's also a great time to partner with Black creators and let their unique voices and creativity further illuminate your brand.
TikTok is 1.8x more likely to introduce users to new topics they didn't know they liked
Also known as Spring Festival or Chinese New Year, the #LunarNewYear is celebrated across Asia and in cities around the world. Since this holiday symbolizes the new year and a fresh start, look for opportunities to show how your brand can help customers make that leap. Promote your services with our Lead Generation tool, which lets customers share their contact information, respond to questions and schedule appointments with your business — all within the app.
Source: TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast
Love is in the air, and for small businesses in beauty, food & beverage, apparel and more, so are selling opportunities! Entice and delight your customers this Valentine’s Day with In-Feed Ads, and plan your marketing with Reach & Frequency Buying to extend your audience. Need inspiration? Check out e-commerce jewelry brand Regaluxa.
February 2: Groundhog Day
February 11: Football's biggest game
February 13: Mardi Gras
February 19: Presidents Day
Springtime sparks excitement for summer vacations and spring trips while offering the perfect opportunity to honor powerful women around the world.
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Summer Travel Planning
Vacation mood: On. Summer travel planning is a go, so it’s time for brands across verticals to connect with customers eagerly shopping for their next big getaway. Set up Audience Insights to learn about new audiences. Want to explore more? Discover how clothing brand Madewell used TikTok targeting strategies to reach new audiences.
Spring Break
Before summer vacations start, spring break is when students unwind. Help families and college-age travelers relax by engaging with members of your community who are ready for some time off.
of female users say they come across content on TikTok that they relate to
A focal point for women’s rights and gender equality, this day helps highlight and celebrate the achievements of women everywhere. On #InternationalWomensDay, use your TikTok platform to join in the conversation and highlight female stories.
Source: TikTok Marketing Science US, Holiday Shopping Behavior Custom Research 2020, conducted by Walnut Unlimited
March 10: Ramadan begins
March 17: St. Patrick’s Day
March 31: Easter
The hunt for adventure begins! Get one with nature and groove to the tune of artistic expression, retail therapy and planetary health.
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of small businesses using TikTok said the app was easy to use, and 73% said it was fun to use
Calling all live-music lovers! April is when some of the biggest — and most hotly-anticipated — music festivals kick off in the US and Canada. TikTok In-Feed Ads are a great way to organically capture the excitement and adventure of festival season.
Source: Hello Alice 2022 Small Business Digital Marketing Trends
Tax Day
Unexpected money is the most fun to spend! With refunds hitting bank accounts, there’s excitement stirring over opportunities the extra funds offer. Put your products or services front and center by promoting them to customers ready to treat themselves after getting a bit back.
Resonate with customers passionate about our planet on the day of the world's largest environmental movement, with global events coordinated by over 1 billion people in 193 countries. No matter your industry, showcasing your eco-friendly business on TikTok pays off. Take a look at how Dorsal Bracelets brought their sustainable jewelry brand to more than 5 million users.
April 1: April Fools' Day
April 8: Ramadan ends
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Honor, appreciation and creation! This month, show some love to the people who have enriched our lives and made an impact on our communities.
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of small business owners said that TikTok helps them tell stories in a creative way
Pay tribute to generations of Asian Americans and Pacific Islanders whose history, culture and achievements have enriched our country. Use TikTok Audience Insights to help plan compelling creative and find out how users are celebrating all month long.
Source: TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast, featured in TikTok What’s Next 2023 Trend Report
The first week of May honors entrepreneurs across the US who bring new ideas to life and play a vital role in growing our economy. Tell people your brand story with a campaign showing what makes your small business unique.
There’s nobody like Mom! Celebrated on various dates across the world, this special day honors mothers, motherhood and maternal figures. Lift sales for this heartfelt holiday by finding new audiences eager to show their love and appreciation. See how The Bouqs Co. used Spark Ads and the TikTok Pixel to increase visibility and conversions.
May 5: Cinco de Mayo
May 7: National Teachers’ Day
May 27: Memorial Day
Loud and Proud! Summer celebrations for making strides as a society are in full swing — engage, empower, educate.
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Pride Month
Here’s a great opportunity for your brand to show its support for the LGBTQIA+ community. Whether you create a special rainbow-colored product, donate money to a targeted charity or publicly voice your support for the rights of the queer community, Pride campaigns are a chance to express your values to your customers. Check out #Pride on the Creative Center for content ideas and tips.
Don't forget about Dad! While it may lag behind Mother's Day as a shopping occasion, expected per-person spending on Father's Day has been on a steady uptick for several years according to the National Retail Federation. For inspiration this Father’s Day, download our Playbook and check out how barware company Crew Supply Co. boosted sales in just one month.
TikTok is 1.8x more likely to introduce people to new topics compared to traditional social platforms
Also called Emancipation Day, Juneteenth became a federal holiday in the US in 2021. It commemorates the emancipation of enslaved African Americans with prayer, speeches, educational events, family picnics and more. Show your support by educating your community and amplifying Black voices.
Source: Hello Alice 2022 Small Business Digital Marketing Trends
June 14: Flag Day
June 20: Summer solstice
