Marketing 2025: the guide to important dates

The 2025 marketing plan is a strategic and operational guide for reaching our business goals over the course of the year, making the most of the opportunities offered by the Swiss calendar and adapting to how the market changes. The priority is brand visibility, audience engagement and sales, through targeted campaigns, seasonal promotions and effective communication across all channels.

To ensure the plan's success, we have factored in the main holidays, relevant events and seasonal trends that influence consumer behaviour. Our approach is based on data, market analysis and clearly defined planning that includes key activities such as:

• Themed promotions for major holidays and events.
• Planning of seasonal sales , strategically scheduled to optimise sales results.
• Digital strategies that make use of social media, email marketing and targeted advertising to reach our audience at the right moments.

With a particular focus on the Swiss market, the plan also includes optimising the days and times for social media publishing, coordinating communication campaigns and continuously monitoring performance. Our mission is to offer our customers valuable experiences, build their trust and maintain a competitive edge throughout 2025.

Vision, strategy and action: the 2025 marketing plan is our tool for turning opportunities into success.

2025 marketing plan

Objective: Maximise sales through targeted campaigns and seasonal promotions, making the most of holidays, sales periods and key moments in the Swiss calendar.

JANUARY – MARCH 2025 (Q1)

January

• 1 January – New Year's Day
  Season's greetings newsletter and new year promotions (focus on limited offers to drive post-Christmas sales).
• 3 to 7 January
  Winter sales: launch of the promotional campaign with discounts on autumn-winter collections.
  Channels: social media, email, e-commerce.
• Mid-January (from the 15th onwards)
  "New Beginnings" campaign: promotion of items linked to wellbeing, fitness or new year planning.

February

• 14 February – Valentine's Day
  • Sending of promotional newsletters with gift ideas from 7 February onwards.
  • Social campaign: contests or special offers for couples.
• Late February (from the 26th)
  Pre-launch of spring collections, "early bird" promotions.

March

• 17 March – St Patrick's Day
  "Green and lucky" themed campaigns to drive engagement on social media (contests, coupons).
• 20 March – Spring equinox
  "Refresh your season" campaign with the official launch of spring collections.
• Late March
  Pre-Easter: promotion of gift items and sweets.

APRIL – JUNE 2025 (Q2)

April

• 18-21 April – Easter
  Newsletter at the start of the month with Easter gift ideas. Offers on seasonal products and decorations.
  Special spring promotion: discounts over the Easter weekend.
• 22 April – Earth Day
  Green campaign: promotion of sustainable products or donations for every purchase.

May

• 1 May – Labour Day (limited to some regions)
  "Relax and celebrate" offers.
• 12 May (Sunday) – Mother's Day
  • Sending of a newsletter with personalised offers from 5 May onwards.
  • Gift ideas with dedicated social campaigns.

June

• 1 June – Whit Monday
  Promotions for the holiday weekend.
• 20 June – Start of summer
  "Ready for summer" campaign with promotions on summer clothing, travel and outdoor gear.
• Mid-June
  Launch of a campaign dedicated to early summer sales.

JULY – SEPTEMBER 2025 (Q3)

July

• 1-31 July – Summer sales
  Aggressive offers on summer wear and seasonal stock.

August

• 1 August – Swiss National Day
  Patriotic campaign: exclusive discounts on Swiss products or "red and white" items.
• Mid-August
  "Back to School" campaign: offers on stationery, clothing and technology.

September

• 23 September – Autumn equinox
  Launch of the autumn collection focusing on items for getting back into routine and promotions on indoor items.
• Late September
  Pre-launch of Christmas campaigns: teasers on social media.

OCTOBER – DECEMBER 2025 (Q4)

October

• Halloween (31 October)
  Dedicated campaign with offers on themed items. Newsletter sent on 20 October to encourage early purchases.

November

• Early November
  Soft pre-Christmas promotions: decorative items and first gift ideas.
• 28 November – Black Friday
  Offers on technology, fashion and flagship products. Aggressive campaign launching from 15 November.
• 2 December – Cyber Monday
  Promotions for online shopping.

December

• 8 December – Immaculate Conception (public holiday in some regions)
  Targeted campaigns ahead of Christmas.
• 15-24 December
  Last-minute Christmas sales.
  Sending of reminders via newsletter and SMS for deliveries guaranteed before Christmas.
• 26-31 December – Post-Christmas sales
  Offers on winter items and end-of-year promotions.

SOCIAL MEDIA PUBLISHING GUIDE (2025)

Platforms and ideal days

1. Facebook

   • Best days: Tuesday, Wednesday, Thursday.
   • Optimal times: 11:00 – 13:00 (lunch break) and 18:00 – 20:00 (after work).
   • Notes: suited to promotions, events, and engagement posts such as quizzes or direct questions.

2. Instagram

   • Best days: Wednesday, Friday, Saturday.
   • Optimal times: 10:00 – 12:00 and 19:00 – 21:00.
   • Notes: use eye-catching visual content, interactive stories and reels for greater visibility.

3. LinkedIn

   • Best days: Tuesday, Wednesday, Thursday.
   • Optimal times: 08:00 – 10:00 (start of the working day) and 16:00 – 18:00 (end of the working day).
   • Notes: ideal for B2B content, company updates and professional announcements.

4. TikTok

   • Best days: Tuesday, Thursday, Saturday.
   • Optimal times: 12:00 – 14:00 and 19:00 – 21:00.
   • Notes: short, trending videos. Follow relevant hashtags and popular challenges.

5. Twitter (X)

   • Best days: Monday, Tuesday, Wednesday.
   • Optimal times: 08:00 – 09:00 and 17:00 – 18:00.
   • Notes: great for quick news, event updates and audience interaction.

6. Pinterest

   • Best days: Saturday, Sunday, Monday.
   • Optimal times: 13:00 – 15:00 and 20:00 – 22:00.
   • Notes: perfect for inspirational visual content such as DIY, fashion and interior design.

Fixed monthly activities

• Newsletter: sent regularly on the 1st and 15th of every month.
• Social media: 3-5 posts a week focusing on promotions, seasonal events and direct interaction with the audience.
• Online advertising: planning of paid campaigns for peak periods (sales, Black Friday, Christmas).