Marketing Calendar 2025: Earning opportunities for your company

The commemorative dates have been consolidated as one of the main billing opportunities for companies of all sizes. In 2025, the potential of the celebrations should be further explored, according to Ana Somaggio, Marketing and Human Resources Director at Optima Digital, one of the largest distributors of messaging in Brazil, telecommunications, CPaaS and proprietary AI. “The celebrations are not limited to people's personal calendar.For business, they represent a strategic growth engine. Those who plan ahead, invest in creative actions and digital solutions, can leverage the earnings”, says the director.

Market data reinforces this analysis: at Christmas, for example, retail sales moved R$ 69 billion, while Black Friday reached R$ 5.23 billion in e-commerce revenue, according to Statista. These figures confirm that seasonal dates, when worked strategically, help increase the average ticket, retain customers and win new audiences.

According to Ana, planning is a competitive differential.“Open the doors or post a promotion on social networks is no longer enough. It is necessary to understand the customer, create targeted campaigns and use digital tools to increase reach and the” conversion, explains. Among the main commemorative dates that should be included in the 2025 business calendar, according to the expert, stand out:

• Back to School (february): campaigns can be conducted for parents, teachers and students who are also part of the purchase decision process ¡ ̄ with school products and even online courses.
• Carnival (february): in addition to costumes and drinks, brands can adapt communication to sell items that are indirectly part of the celebration, such as vitamins and comfortable shoes to help with the revelry. 
• Consumer Day (march): considered the “Black Friday” of the first half of the year, the ideal is to sell products with promotional prices and offer exclusive benefits to those who are already a customer. 
• Easter (april): thematic baskets and eye-catching visual marketing are indispensable.
• Mother's Day (may): the second most profitable date of the year, conducive to personalization and loyalty. It is important to maintain the relationship with customers and win new ones. 
• Valentine's Day (june): combine products with experiences. The brand can stay forever in the memory at a special moment of the couple, for example. 
• Father's Day (august) ^ ^ invest in campaigns that create identification, such as telling real stories between parents and children. 
• Customer Day (september) 4 strengthen the bond with the public by offering exclusive discounts.Invest in loyalty programs and take advantage of the date to collect feedback. 
• Children's Day (october) (October) toys, clothing and electronics are favorites. Explore interactive actions between the digital and real world. 
• Black Friday (november): significant discounts and urgent actions are the secret of success on this date. 
• Christmas (december) ^ highest sales volume of the year, ideal to highlight the company logo in custom kits. Create campaigns, offer differentiated experiences and invest in audience segmentation. 

In addition to a well-structured calendar, the director emphasizes the importance of investing in digital solutions to boost sales and provide a positive experience to customers, whether new or old. “The integration of channels, such as WhatsApp, SMS and webchat, personalizes and streamlines the purchase process. Tools such as virtual assistants and chatbots are essential to serve efficiently and quickly, without losing the quality of”, she says.

One of the main benefits of automation is scalability with a touch of personhood. Bots developed by the Optima Digital Group, for example, perform more than 500,000 daily calls, answering questions effectively and reliably. “Still, human supervision is indispensable. While GenAI accelerates content creation, professionals bring context and nuances, ensuring that communication is relevant”, he points out. 

Ana also highlights that these technologies provide a multichannel experience to the consumer.“Practicality and interaction are clear demands of customers. Companies that offer agile journeys, combining automated service with real-time support, win the preference and loyalty of the public”, she concludes.