Traditional in-store activations tied to events like Black Friday are becoming increasingly crowded and predictable. To connect more meaningfully with consumers, brands are rethinking the retail calendar to engage shoppers year-round. “Seasonality is no longer limited to fixed calendar dates. It’s now about capitalizing on important moments and unexpected revenue opportunities,” said Jamie McGarry, vice president of business development at Quad, during a recent webinar.
While retail calendars have traditionally relied on fixed seasonal promotions, consumer habits are shifting, becoming more dynamic and lifestyle-driven. To stay relevant, brands are moving toward flexible, custom “seasons” that align with lifestyle trends.
Some brands are already embracing these consumer-driven seasons, like “grilling season” or “football season,” to connect in fresh ways. “For an OTC brand noticing an increase in cold medication purchases at the start of back-to-school rather than during the typical cold season… launching an in-store activation in August can avoid the clutter of the more traditional season,” McGarry added. This approach enables brands to connect authentically at moments that align with consumers’ everyday lives.
Custom seasons let brands connect with consumers in ways that feel both relevant and genuine. In fact, nearly two-thirds (65%) of consumers think brands should reflect a variety of cultures and lifestyles in their marketing, according to Mintel.
“Rather than scrambling to embrace the trends of the zeitgeist… authentically embrace moments across the calendar and make them your own,” McGarry noted. Instead of sticking with familiar campaigns like “Dry January,” brands can stand out by tapping into unique moments, such as “Sober October.” These timely, thoughtful activations help keep in-store visits fresh and memorable for consumers.
First, brands need to get a handle on what goes into consumers’ non-conscious decision-making. Visual cues, emotional triggers, subtle placement, and instinctual prompts all play a role in shaping what shoppers grab. In fact, 95% of purchasing decisions happen subconsciously, according to Harvard Business School.
Pre-market testing can help brands fine-tune in-store activations to make a real impact. By testing designs, messaging, and displays in advance, brands can be sure they’re creating experiences that genuinely engage and resonate with consumers beyond the usual seasonal rush.
Pre-market testing can be broken down into three phases:
Create: Explore your team’s ideas and try out bold and creative concepts. Technologies like 3D and interactive prototypes and store visualizers help brands model product displays without wasting resources or time.
Focus: Use insights from focus groups, shopping analytics, eye-tracking, and other research to see what really connects with consumers. This step helps fine-tune packaging, making sure your messaging is clear, engaging, and visually impactful.
Amplify: Bring the finalized concept to life with a focus on visibility and impact. Using efficient, reusable displays, brands can extend their reach, keep costs down, and create seasonal campaigns that are scalable and easy to activate.
“Everything from your design, your signage, what’s going to stop shoppers in their tracks as they move through the store… pre-market testing can help predict which elements will be most effective,” McGarry explains.
What are the benefits? Combining custom seasons with pre-market testing helps brands boost ROI, spend smarter, and build stronger consumer connections. Proactively designing these activations also cuts down on risk. "Trial and error can be expensive… use efficient and innovative testing tools to fine-tune your in-store strategy before it even hits the floor,” McGarry suggests. This way, brands can create consumer-focused experiences that feel culturally relevant, deepening consumer connections and keeping brand visibility strong all year long.
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