2027 Moments Calendar

Black Friday, one of the highly anticipated Retail Occasions of the year which has expanded from one day to a whole week of sales for eager bargain hunters. It draws in both new and returning shoppers nationwide who are gearing up for major deals and discounts as retailers prepare for one of the biggest shopping events of the year.

Christmas is the biggest of the Retail Occasions in the UK that engages almost the entire UK population every year. Shoppers gear up to buy gifts for loved ones and shop to celebrate the festive season.

Crucially, it acts as a Category Entry Point, prompting consumers to engage with categories they may not have considered in months. From decorations, clothing, footwear, technology and beauty items, Christmas is a moment when brand choices are made, and habits are formed.

Valentine’s Day, a time of the year filled with love, cards and many variations of chocolate! It’s a Retail Occasion where shoppers across the UK are preparing to celebrate and spoil their loved ones.

Crucially, it acts as a Category Entry Point, prompting consumers to engage with categories they may not have considered in months. From confectionery, beauty and jewellery, Valentine’s Day is a moment when brand choices are made, and habits are formed.

Mother’s Day is a retail occasion celebrated nationwide, where siblings and parents prepare to spoil the important women in their lives. Whether they’ve prepared presents in advance or left it to the last minute, it’s a key date in the calendar for brands to mark.

Crucially, it acts as a Category Entry Point, prompting consumers to engage with categories they may not have considered in months. From confectionery, beauty and jewellery, Mother’s Day is a moment when brand choices are made, and habits are formed.

Easter is one of the biggest Retail Occasions in the UK. It draws in both new and returning shoppers across the country as shoppers get ready to celebrate Easter with family, friends, and plenty of seasonal treats.

Crucially, it acts as a Category Entry Point, prompting consumers to engage with categories they may not have considered in months. From chocolate eggs, sweets and cakes, Easter is a moment when brand choices are made, and habits are formed.

Father’s Day, although not as large as Mother’s Day commercially, is a widely celebrated retail occasion across the UK that brings both new and returning shoppers into stores as siblings and parents shop to spoil the important men in their lives.

Crucially, it acts as a Category Entry Point, encouraging consumers to engage with categories they may not have considered in months. From confectionery and grooming to tech and gifting, Father’s Day is a moment when brand choices are made, and habits are formed.

The 2027 World Cup sets the stage for brands to connect with the nation and tap into the scale and energy of the tournament. With unmatched reach and regional relevance, OOH puts brands in the box seat. And with advertising around major cultural peaks proven to lift brand perceptions, this year’s tournament is a moment no brand can afford to miss.

The Outdoor Media Awards are returning for the 21st year and it’s time to look back on your most stand out campaigns of 2026.

The awards celebrate creativity, planning, effectiveness and innovation. So, if you've been involved in a campaign that will turn our judges' heads, then make sure you’re ready for when entries open on the 22nd January.

Back-to-School, the time of the year that signifies to parents that the summer holidays are ending, is one of the biggest Retail Occasions across the country. It brings parents, students and teachers into the shops as they prepare for the start of the new school year.

Halloween is a Retail Occasion that’s celebrated across the UK by audiences of all ages from parents to young adults and teenagers to ensure they’re stocked up on all chocolate and have the scariest outfit to match the occasion.

OOH advertising in proximity to physical points of purchase increases a brand's presence. With many shoppers choosing to purchase or research in-store, brands can boost their physical availability through smart OOH planning, ensuring they’re present in the right locations where buying decisions are made.