Promotional Calendar

A planning document that maps out all promotional activations, product launches, and in-store events across the year, organised by retailer, category, and mechanic. A well-managed promotional calendar prevents over-promotion, ensures retailer alignment, and links trade investment to key commercial moments.

Why it matters

Retailers fix their promotion slots well in advance, so a brand that plans late can miss them. A shared calendar also shows where promotions overlap and where a product goes too long without support.