Retail Occasions
Retail occasions play a critical role in shaping consumer behaviour and driving seasonal spend. Our latest series brings together the audience insight you need to understand which moments matter most, how demand is developing and where the greatest opportunities lie...
Explore how consumers plan, shop and spend around key retail occasions, and use the insights to create more effective Out of Home advertising campaigns.
Audience insights for smarter media planning
We're giving you easy access to deep occasion-specific intelligence and analytics. From Valentine’s Day to Christmas, we’ve got the answers to all the important questions on consumers’ attitudes and shopping behaviour.
- Who’s buying?
- What are they buying?
- Where will they buy?
- What will influence their behaviour?
- When will they buy?
Our Retail Occasions Tracker follows each occasion as it develops, revealing when shoppers enter the market, how demand builds and how much untapped potential remains.
Use these insights to align category and campaign strategies with seasonal demand, identify the occasions offering the strongest growth potential and time product launches and activity for maximum impact.
With a clearer view of what matters to shoppers and when, you can plan Out of Home campaigns that reach the right audiences and make more of the biggest retail opportunities.
Explore the next retail occasion
Choose a tab to explore headline insights for each retail occasion, plus see when shoppers enter the market, how demand builds and how much untapped potential remains. Want to dig a little deeper? Request a sample deck and we’ll send it straight to your inbox.
Halloween
Halloween is one of the biggest retail occasions in the UK. It draws in both new and returning shoppers - parents, teenagers and young adults.
of adults intend to shop for Halloween
of Halloween shoppers will shop in-store
of Halloween shoppers live in urban areas
The market at a glance
People yet to start planning/buying
0
m
People planning/buying
0
m
31 October 2026
0
days left
Total market
31931900
m
Funnel: a day or two before (hidden)
31931900
Funnel: a week prior (hidden)
27290635
Funnel: a few weeks before (hidden)
15563707
Funnel: a month before (hidden)
5383867
Funnel: a few months before (hidden)
1794622
Funnel: further ahead / default (hidden)
402243
Black Friday
Nationwide, shoppers are gearing up for major deals and discounts as retailers prepare for one of the biggest shopping events of the year.
of Black Friday shoppers live outside of the M25
of online shoppers visit stores for inspiration first
don’t start planning electronics purchases until at least a few weeks before
The market at a glance
People yet to start planning/buying
0
m
People planning/buying
0
m
27 November 2026
0
days left
Total market
45695650
m
Funnel: a day or two before (hidden)
45695650
Funnel: a week prior (hidden)
34330202
Funnel: a few weeks before (hidden)
16884473
Funnel: a month before (hidden)
5144853
Funnel: a few months before (hidden)
1216056
Funnel: further ahead / default (hidden)
187086
Christmas
Christmas is THE biggest retail occasion in the UK. Nationwide, shoppers are preparing to celebrate and spoil family, friends, important people and even the furry friends in their lives.
of Christmas shoppers live outside of the M25
of adults will shop in-store for Christmas
don’t start considering FMCG purchases until the week before
The market at a glance
People yet to start planning/buying
0
m
People planning/buying
0
m
25 December 2026
0
days left
Total market
48998950
m
Funnel: a day or two before (hidden)
48998950
Funnel: a week prior (hidden)
47691066
Funnel: a few weeks before (hidden)
43767413
Funnel: a month before (hidden)
34051701
Funnel: a few months before (hidden)
21766931
Funnel: further ahead / default (hidden)
3036160
January Sales
Q1 may follow the festive rush, but it’s anything but quiet. With events like the January Sales, shoppers remain primed to spend.
of adults intend to shop during January Sales
of shoppers think about bigger ticket item purchases at least a few weeks before the event
of shoppers intend to purchase something in-store
The market at a glance
People yet to start planning/buying
0
m
People planning/buying
0
m
01 January 2027
0
days left
Total market
46246200
m
Funnel: a day or two before (hidden)
46246200
Funnel: a week prior (hidden)
31721766
Funnel: a few weeks before (hidden)
16844308
Funnel: a month before (hidden)
7211785
Funnel: a few months before (hidden)
3278084
Funnel: further ahead / default (hidden)
504321
Valentine’s Day
Valentine’s Day is the first special occasion in the new year. Nationwide, shoppers are preparing to celebrate and spoil their loved ones.
of adults intend to shop for Valentine’s Day
of gifting item purchases are planned at least afew weeks before the event
intend to purchase beauty and fragrance
The market at a glance
People yet to start planning/buying
0
m
People planning/buying
0
m
14 February 2027
0
days left
Total market
34684650
m
Funnel: a day or two before (hidden)
34684650
Funnel: a week prior (hidden)
30933045
Funnel: a few weeks before (hidden)
18934988
Funnel: a month before (hidden)
6370650
Funnel: a few months before (hidden)
1805018
Funnel: further ahead / default (hidden)
389318
Mother’s Day
One of the biggest retail occasions in the UK. Mother’s Day draws in both new and returning shoppers across the country.
of adults intend to shop for Mother’s Day
of Mother’s Day shoppers will go in-store on the high-street or in malls
intend to purchase toiletries, beauty or fragrance
The market at a glance
People yet to start planning/buying
0
m
People planning/buying
0
m
07 March 2027
0
days left
Total market
36886850
m
Funnel: a day or two before (hidden)
36886850
Funnel: a week prior (hidden)
34135721
Funnel: a few weeks before (hidden)
22262427
Funnel: a month before (hidden)
8036193
Funnel: a few months before (hidden)
1846152
Funnel: further ahead / default (hidden)
289593
Easter
Easter is one of the biggest retail occasions in the UK. Across the country, shoppers are getting ready to celebrate Easter with family, friends, and plenty of seasonal treats.
of adults intend to shop for Easter
of Easter shoppers start planning at least a month before
of Easter shoppers live outside of the M25
The market at a glance
People yet to start planning/buying
0
m
People planning/buying
0
m
28 March 2027
0
days left
Total market
50100050
m
Funnel: a day or two before (hidden)
50100050
Funnel: a week prior (hidden)
46001886
Funnel: a few weeks before (hidden)
35244207
Funnel: a month before (hidden)
20542045
Funnel: a few months before (hidden)
7223013
Funnel: further ahead / default (hidden)
2305217
Father's Day
From confectionery to fragrance and toiletries, Father’s Day is a moment when brand choices are made, and habits are formed.
of adults intend to shop for Father’s Day
of Father’s Day shoppers will shop in-store
of Father’s Day shoppers live in urban areas
The market at a glance
People yet to start planning/buying
0
m
People planning/buying
0
m
20 June 2027
0
days left
Total market
30799211
m
Funnel: a day or two before (hidden)
30799211
Funnel: a week prior (hidden)
27577140
Funnel: a few weeks before (hidden)
16205123
Funnel: a month before (hidden)
4422451
Funnel: a few months before (hidden)
1263557
Funnel: further ahead / default (hidden)
157945
Back to School
Nationwide, parents, students, and teachers are shopping as they prepare for the start of a new school year. Crucially, it acts as a Category Entry Point, prompting consumers to engage with categories they may not have considered in months.
of Back-to-School shoppers live outside of the M25
of shoppers start planning Clothing & Footwear purchases at least a month before
of families intend to shop for Back-to-School
The market at a glance
People yet to start planning/buying
0
m
People planning/buying
0
m
02 September 2027
0
days left
Total market
21471450
m
Funnel: a day or two before (hidden)
21471450
Funnel: a week prior (hidden)
20058573
Funnel: a few weeks before (hidden)
14813802
Funnel: a month before (hidden)
6764684
Funnel: a few months before (hidden)
2183537
Funnel: further ahead / default (hidden)
214072
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