Some of the busiest periods for Australian small businesses are completely predictable. End of financial year, Christmas, Mother’s Day and the start of summer come around every year. Yet many businesses plan marketing for them at the last minute, or miss them entirely.
A simple seasonal marketing calendar helps you plan ahead, prepare content and offers in advance and avoid the scramble. This guide walks through key moments in the Australian year and how to build your own calendar.
Key moments in the Australian year
Not every date suits every business. Pick the ones that matter to your customers.
Summer (December to February)
- Christmas and New Year: gifts, holiday hours, end-of-year thank-you messages.
- Summer holidays: travel, outdoor living, pools, air conditioning and school holiday activities.
- Back to school in late January and early February: uniforms, stationery, routines and after-school services.
- Valentine’s Day on 14 February: hospitality, gifts, florists and beauty.
Autumn (March to May)
- Easter: holiday hours, family activities and hospitality.
- Preparing for winter: heating, insulation, roofing, gutters and wellness.
- Mother’s Day, on the second Sunday in May: gifts, experiences and dining.
Winter (June to August)
- End of financial year on 30 June: business purchases, accounting services, sales and planning. Encourage customers to check tax matters with their own accountant rather than making tax claims yourself.
- Winter school holidays: indoor activities and family services.
- New financial year: a natural time for businesses to plan and budget.
Spring (September to November)
- Father’s Day, on the first Sunday in September in Australia.
- Spring cleaning and gardening: home services, landscaping and decluttering.
- Daylight saving starts in early October in Victoria and several other states, which can affect opening hours and routines.
- Black Friday and Cyber Monday in late November, now a big online shopping period in Australia.
- Christmas preparation from November: bookings, gift ideas and holiday cut-off dates.
Add your own business dates
Your calendar should also include dates specific to you:
- Your business anniversary.
- Your busy and quiet seasons.
- Industry events, trade shows and awareness days relevant to your field.
- Local events, festivals and markets in your area.
- Product launches or service changes.
How to plan each moment
For each key date, work back from it:
- 6 to 8 weeks before: decide the offer or message, and brief any design or photography.
- 4 weeks before: update your website and prepare social posts, emails and ads.
- 2 weeks before: start promoting, and update your Google Business Profile.
- During: post reminders and respond quickly to enquiries.
- After: note what worked for next year.
Our guide to planning a month of content helps with the social media side.
Don’t forget the practical details
- Update holiday opening hours on your website, Google Business Profile and social media.
- Set realistic delivery cut-off dates for online orders before Christmas.
- Make sure promotional terms are clear and accurate. See misleading advertising.
- If you run a giveaway, check the rules. See social media giveaway rules.
Keep it simple
You don’t need to market around every date. Choose four to six moments a year that genuinely matter to your customers, and do those well. A shared calendar or a simple spreadsheet is enough.
Want help planning your year?
Madexify plans and runs seasonal campaigns for small businesses across Pakenham, Officer, Beaconsfield, Berwick, Narre Warren, Cranbourne, Clyde and Bunyip, across websites, social media, email and ads. See our digital marketing services, or contact us to plan your marketing calendar.
This article is part of our Marketing Planning and Growth Guide. Browse all our guides on the guides page.
