Planning good marketing rarely comes down to how quickly you can react. It comes from understanding when attention shifts, when demand concentrates, and when restraint matters just as much as action. That’s exactly why we’ve built our Key Dates Calendar for Australian Brands.
This key events calendar brings together the moments that shape demand across the year. It covers sales peaks, operational pressure points, cultural moments and campaign periods where marketing activity carries more weight. Used well, it helps teams plan earlier, prioritise more clearly, and align campaigns to moments that actually matter rather than chasing every date on the calendar.
Think of it as a practical marketing calendar as opposed to a checklist. Not every campaign period will be relevant to every organisation. Some moments signal high-intent behaviour, others create space for brand-building, and some are best approached with care or restraint. The value comes from seeing the year as a whole and understanding where marketing activity is likely to have the greatest impact.
Below is a summary of the key drivers for each month of the year:
- January. Reset energy, fresh intent, low urgency.
- February. Connection, commitment and clearer intent.
- March. Settled routines and more pragmatic decision-making.
- April. Interrupted schedules and family-led planning.
- May. Slower, more deliberate consideration.
- June. Deadline-driven urgency and EOFY pressure.
- July. Mid-year reset and recalibration.
- August. Steady momentum and forward planning.
- September. Lift in optimism and appetite for experiences.
- October. Busy calendars and early end-of-year focus.
- November. High-intent behaviour and decisive action.
- December. Compressed timelines and convenience-led decisions.
If you’re looking to better understand campaign moments, periods of high marketing activity, and where effort is likely to pay off across the year, this calendar is designed to help.
You can download the full Key Dates Calendar for Australian Brands below.
