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MonthJanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecember
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STEP 1: CULTURAL AND CUSTOMER CONTEXT
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Holidays, cultural happenings, industry events

Official, federal, made-up, Award shows, anniversaries, festivals, trade shows		2/1 - World Hijab Day
2/2 - Groundhog's Day
2/5 - World Nutella Day
2/6 - National Frozen Yogurt Day
2/8 - NASDAQ began trading (1971)
2/11 - Nelson Mandela released from prison (1990)
2/13 - Galentines Day (unconventional Valentines)
2/15 - Birthday of NY Times Crossword
World Day of Social Justice
2/22 - National Margarita Day
2/23 - National Chili Day
2/29 - Leap Day
2/27 - Pokemon Series Launched (1996)

Variable dates by year:
Superbowl
Chinese New Years
President's Day
Winter Olympics begins
Lunar New Year
SAG Awards

Mardi Gras (Fat Tuesday)
Ash Wednesday
Oscar Night
Purim

Industry events:
LA Wine Classic
Taste of the NFL
South Florida Garlic Festival
Beer, Bourbon & BBQ (Tampa, Atlanta)
South Beach Food & Wine
Florida State Fair
Taste of the NFL (Los Angeles)
Garlic Festival
StartUp Grind Conference
London Fashion Week (Women's)
Minnesota Beer Dabbler
Beer, Bourbon & BBQ Tampa
UNFI Natural & Conventional Spring & Summer Show
Milan Fashion Week (Women's)
South Beach Food & Wine Festival
Beer, Bourbon & BBQ Atlanta
Los Angeles Wine Classic
NY Fashion Week (Women's)
Taos Winter Wine Festival
Chocolate Lovers Festival

Month-long:
LGBT History Month
Black History Month (US)
Heart Month (US)
Bloomington, IN Month of Chocolate
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Customer mindset - seasonal themes, trends

What's happening in the world, what do people care about?
Finances - people wanting to get more in control. Revolving credit card balances grow every December, January is taxes, and Feb is when people tend to accept their sitaution (CNN)
TV sales go up - February has great sales timed to Superbowl (Dealnews)
Winter clothing
Fitness equipment deals start, like kettlebells, weight benches, exercise balls,
Furniture sales start for President's Day, people might buy new mattresses or major appliances like washing machines (Deal News)
People wait to buy: Luggage (often goes on sale in March in advance of summer travel)
Humidifier sales usually increas as people are really feeling the winter dryness and radiant heat
WCGW subreddit is randomly in the top posts 3 times
Spending usually slows (Americans pulled back in Feb in 2023)
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Seasonal food themes

[ MAKE THIS SPECIFIC TO YOUR INDUSTRY; FOOD IS JUST AN EXAMPLE ]		"Food for whatever the weather". In season:
Brassicus: brussels sprouts, brococli, cabbage, cauliflower, kale, fennel
Leeks
Cirtus fruits
Searches for soup recipes go up
Sweet potatoes		https://www.aritzia.com/us/en/product/emporia-cardigan/83938.html?country=us
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Popular Google Searches

(+ Tiktok, IG, Reddit, Pinterest)		2023: shackets, fuzzy blanket (Barefood dreams dupe), shelf and closet organizers, facial moisturizing masks, Crock pot (People)
2024: airpod cleaning kits, airtag holders, Amazon Fire tablet (not sure if I trust that), tumblers, Honey Stinger (training for coming races), scooters for kids, birthing ballsI
Since 2004, these are top V day gift searches every year (though Edible Arrangements should be trending donwn) Edible arrangements, Flowers, Gift baskets, Chocolate covered strawberries Build a bear
When is Black history month (also: What does Black history month mean to you, How to celebrate Black history month, Who invented Black history month)
Lunar New Year related foods (Nian gao, Dumplings, Tang yuan, Longevity noodles, Bánh chưng)
When is superbowl (also: what time is superbowl)
Valentine's Day outfits
Superbowl recipes
Easter (easter DIY decor, easter basket aesthetic, creative easter ideas for kids)
Spring fashion (brunch outfits, everyday outfits, sunglasses, and anything related to current trends)
Food searches are healthy yet comforting (healthy crockpot recipes, ground beef chili, chicken chili, chicken noodle soup)
Februaury nails (nails are always trending on Pinterest)
Trending aesthetics (in the past: bubble braid, almond nails, duck nails, caramel highlights, brunette hair blonde highlights)
Beach vacation
Spring break (and destination-specific searches: New York, Nashville, Palm Springs, Charleston, Sedona, Dallas)
RV and van life searches go up in Feb (continue into March and onward)
Booktok (consistently popular)
#asktiktok keeps growing
Sex and intimacy related snack searches go up (Tabs chocolate, massage oil candle)
Cleaning products are always top of list (Pink Stuff, Scrub Daddy, rotating electric cleaning brushes)
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Sales insights

1. Top selling item overall
2. Top category
3. Top seller for new customers
4. Low seller(s)		Removed
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Top sales insights (prev month)Example:

Revenue $x (forecast: $x, % change)
New customers: x (forecast, % change)
Rev new vs return customers
Contrib. margin: % (goal %)
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CS and brand social listening

CS, SEO, social trends, feedback		Example:

From CS (link to summary)
From survey (link to report)
From social (link to summary)
Social listening (summary)
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STEP 2: BUSINESS CONTEXT
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Brand news

Launches, drops, collabs, slow movers that need support; Milestones, campaigns, non-product initiatives		Removed
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Product initiatative 1

Angle, trend, marketing focus / key message		Example:

Pool Stripes oven mit collab with X
Angle: lean into sharp price point, fabric variance, heat tolerance / materiality and production (environmental)
Live date:
Unique VP:
Key mktg / comms message:
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Product initiatative 2

Angle, trend, marketing focus / key message
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Retail news

Expansions, new openings, removals		Removed
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Promo news

Pre-planned activations, promos, partnerships		Example:

WFM: 2/1 - 2/15 (Feb A) end cap, BOGO on X
Sprouts NE:
Wegmens (national):
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Business objectives

Key measurements topline, bottomline		Removed
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STEP 3: BRAINSTORM
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Target food brands
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Target non-food brands
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Target creators
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Communities to go afterExample:

Travelers: Airbnb spring break rentals
Music lovers: Prep for Coachella
Runners in training for half-marathon season
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Books, movies, shows, relevant entertainment coming out to partner with
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STEP 4: STRATEGY + PLAN
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Site asksNew HP design (Sketch in Figma)

New nav bar drop-down design (Figma)

PDP - update on XYZ (sketch)

LP - New listicle on XYZ

Quiz - what is your ideal XYZ?

Cart refresh - intoduce Might Also Like
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App asksIcon update in bottom nav tray (sketch)

Routine screen UI change (sketch)

Pop-up - Daylight Savings promo

Pop-up - Collab launch, LTO
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Creative stories / shoots- Feb 1: shooting 12/1 studio
- Feb 2 refresh: shooting 12/2 location
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Email campaigns
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SMS campaigns
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Email flow updates
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SMS flow updates
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Media angles
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Community growth program
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Community growth - seeding
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Community growth - graduating
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Community growth - paid creator
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Community growth - top customer
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Surprise and delight ecomm order
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Target newsletters, media
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Target communities (FB, Reddit)
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Affiliate / growth PR targets
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OOH
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Direct mail
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Other brand events
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