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December 9, 2024

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Carla Thomas

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SMS Marketing Basics

Seasonal

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Stay on top of the UK’s key holidays and marketing moments with our tips.

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According to our UK Consumer Survey, 54% of consumers have purchased an item that was marketed to them via text messaging. Tap into the opportunity this year with a timely SMS strategy.

Throughout 2025, there are key moments—such as the tennis, Bonfire Night, and Pancake Day—to grow your subscriber list and boost revenue. Bookmark this post to access monthly tips to elevate your SMS strategies and keep customers engaged all year.

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PS: Want to explore inspirational ideas, orchestration tips, and SMS templates for these marketing moments? Check out our 2025 Marketing Campaign Calendar, featuring key dates in the US, the UK, Australia, and Canada.

*We’ve marked some holidays within the UK marketing calendar that may be sensitive with an asterisk. For those dates, be mindful of who you’re marketing to and in what region, and consider not marketing on those days.

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January 2025 Holidays

Tip of the month: Use January to promote self-care and wellness, encouraging subscribers to pamper themselves during the post-holiday lull. Highlight Dry January and Veganuary with bundle deals that include items—such as vegan snacks, non-alcoholic beverages, and self-care products—at a discounted price.

January Sales
Dry January
Veganuary
January 1: New Year's Day
January 20: Blue Monday
January 26: National Spouse’s Day
January 29: Lunar New Year
January 31: Start of Six Nations Rugby Championship

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February 2025 Holidays

Tip of the month: February is the perfect time to get to know the subscribers you gained over the holiday season. Use Attentive’s Two-Way Journeys™ to learn their interests and segment them ahead of Valentine’s Day by asking them who they are shopping for, whether that is a partner, their galentines, or themselves.

LGBT History Month
February 9: Game Day
February 9: World Pizza Day
February 14: Valentine’s Day
February 16: BAFTA Awards
February 20: Love Your Pet Day
February 20: Fashion Week events

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March 2025 Holidays

Tip of the month: March into spring by showcasing items that capture the essence of the season. Highlight new product arrivals and highlight seasonal items like outdoor gear or gardening supplies. And get ready for Mother’s Day by sharing curated gift guides.

Women’s History Month
March 1: BRIT Awards
March 4: Pancake Day
March 6: World Book Day
March 8: International Women’s Day
14 March: Pi Day
March 15: Great British Spring Clean Day
March 17: St. Patrick’s Day
March 21: World Poetry Day
March 21: Red Nose Day
March 30: Beginning of British Summer Time/Start of Spring
March 30: Mother’s Day
March 30: Start of Eid al-Fitr*

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April 2025 Holidays

Tip of the month: Send a series of Easter-themed messages to your customers in the week leading up to the bank holiday weekend, featuring product recommendations—such as baking goods, kitchenware, and decorations— and special incentives to help them get ready. Throughout the weekend, surprise them daily with SMS treats like BOGO to help clear out any excess Easter inventory.

National Pet Month
April 1: April Fools’ Day
April 7: World Health Day
April 10: Siblings Day
April 15: World Art Day
April: 18: Good Friday Bank Holiday*
April 20: Easter Sunday
April 21: National Tea Day
April 21: Easter Monday Bank Holiday
April 22: Earth Day
April 23: St. George’s Day
April 23: Shakespeare Day

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May 2025 Holidays

Tip of the month: Kick off the month that hosts the FA Cup, Premier League, and UEFA Champions League Finals by giving your sign-up units a football theme and including a special offer on sports-related items. Once you've built your dream team of subscribers, keep your messages engaging and relevant with match day and results-related copy.

May 1: National Gardening Week
May 4: Star Wars Day
May 5: Early May Bank Holiday
May 9: Europe Day
May 12: Start of Mental Health Awareness Week*
May 17: FA Cup Final
May 17: World Baking Day
May 20: Start of Chelsea Flower Show
May 25: Premier League Final
May 26: Spring Bank Holiday
May 27: National Sunscreen Day
May 28: British Sandwich Week
May 29: National Biscuit Day
May 31: UEFA Champions League Final

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June 2025 Holidays

Tip of the month: Tap into the prestige of Ascot and treat your SMS subscribers like VIPs. Offer minimum-spend free delivery incentives, flash sales, and limited-time discounts on trending items and new season summer collections. Curate LFW-themed collections and highlight in-store experiences, such as exclusive pop-ups or styling sessions.

Pride Month
June 3: World Bicycle Day
June 4: Global Running Day
June 6: Start of Eid al-Adha*
June 8: National Best Friends Day
June 15: Start of the FIFA Club World Cup
June 21: Trooping of the Colour/ Kings Birthday
June 15: Father’s Day
June 15: National Beer Day
June 17: Royal Ascot begins
June 21: Start of Summer
June 30: Social Media Day
June 30: Start of the tennis championships

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July 2025 Holidays

Tip of the month: Deepen connections with your subscribers by using Attentive’s Two-Way Journeys to discover their summer style preferences and holiday shopping needs. Then, use this insight to send them relevant product recommendations that match their tastes and plans.

July 7: World Chocolate Day
July 7: Thank You Day
July 8-11: Amazon Prime Day
July 13: FIFA Club World Cup Final
July 17: World Emoji Day
24 July: International Self-Care Day
29 July: National Lipstick Day

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August 2025 Holidays

Tip of the month: Use your SMS channel to showcase holiday clothes, summer accessories, and Notting Hill Carnival must-haves. If you have a physical store, employ Attentive’s geo-targeting to direct customers to their nearest location and increase visits during the bank holiday weekend.

August 1: International Beer Day
August 3: Sisters Day
August 8: International Cat Day
August 15: National Relaxation Day
August 16: Start of Premier League
August 19: World Photography Day
August 24: Notting Hill Carnival
August 25: Summer Bank Holiday
August 26: International Dog Day

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September 2025 Holidays

Tip of the month: Don’t forget working professionals this back-to-school season—many supplies and gadgets appeal to employees too. Extend relevant offers to your entire customer base to boost reach and conversions.

September 1: Back-to-School
September 5: International Day of Charity
September 17: National Fitness Day
September 18: Start of Fashion Week events
September 20: Oktoberfest
September 22: Start of Autumn
September 21: International Day of Peace

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October 2025 Holidays

Tip of the month: Keep subscribers engaged ahead of peak season by focusing on lesser-known marketing dates. For Grandparent’s Day, offer savings on products or services that can be enjoyed together, and for Buy British Day, spotlight UK-made products.

Black History Month*
October 1: International Coffee Day
October 3: Buy British Day
October 5: Grandparent’s Day
October 20: Diwali*
October 26: End of British Summertime
October 31: Halloween

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November 2025 Holidays

Tip of the month: Drive SMS and email sign-ups by offering new subscribers early access to your Black Friday and Cyber Monday sales. Then, use SMS to create a sense of exclusivity by sending a secret code that subscribers can redeem at checkout. Announce any further reductions to high-intent shoppers.

Movember
November 5: Bonfire Night
November 11: Single’s Day
November 11: Remembrance Day*
November 13: Kindness Day
November 20: World Children’s Day
November 29: Black Friday
November 29: Small Business Saturday
November 30: St. Andrew’s Day

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December 2025 Holidays

Tip of the month: Retargeting high-intent shoppers who clicked your links but abandoned browsing or their carts this festive season. Send them shipping deadline reminders and gift vouchers to encourage last-minute checkouts.