Event-Based Marketing: 11 Key Events in Q4 🤩

The fourth quarter of the year, also known as Q4, is a crucial time for businesses. It is the time of year with the highest sales volume and the best deals for consumers.

These three dynamic months are packed with various events that offer tremendous opportunities to ramp up your marketing strategy and boost sales. 💡

Oktoberfest Saturday, September 20 through Sunday, October 5, 2025

Diwali, the Festival of Lights Monday, October 20, 2025

Halloween Friday, October 31, 2025

Singles’ Day Tuesday, November 11, 2025

Black Friday Friday, November 28, 2025

Cyber Monday Monday, December 1, 2025

Advent Days Sunday, November 30 through Sunday, December 21, 2025

St. Nicholas Saturday, December 6, 2025

Hanukkah, the Festival of Lights Sunday, December 14 through Monday, December 22, 2025

Christmas Thursday, December 25, 2025

New Year Wednesday, Dec. 31, 2025 / Thursday, Jan. 1, 2026

Halloween is full of special offers. It marks the start of a crazy—but also entertaining—shopping season.

For Halloween, there are various funny, spooky, and unique specials that make for innovative and entertaining offers for customers.

Bakeries are offering spooky cookies. 🍪

Clothing stores sell special Halloween outfits. 🧙

And websites are also sprucing themselves up with spooky features. 🧹

A holiday for having fun.

In terms of sales, Pinterest presents the following interesting chart from 2021: Sales figures rise by 30–40% as early as Diwali and Halloween.

In Switzerland, Singles’ Day is still in its infancy. But even here, the trend is virtually unstoppable. Singles’ Day is already the world’s top-grossing online shopping day!

20Min reports that as early as 2018, around 50 retailers in Switzerland participated in Singles’ Day and: “Retailers offering Singles’ Day promotions generated about 2.5 times as much revenue as on an average Sunday—customer interest is high.”

Singles’ Day originated in Nanjing, China. It’s a day when single people celebrate themselves (perhaps as a counterpart to Valentine’s Day?), but they can also fall in love. The day is celebrated every year on November 11.

Current preparations by Swiss retailers for Singles’ Day:

• Interdiscount Singles’ Week
• Manor Prepares for Singles’ Day 25

Diwali, the Hindu Festival of Lights, is a sociocultural festival that essentially symbolizes the victory of good over evil.

People in and from India, Sri Lanka, and Nepal celebrate the Festival of Lights on a scale similar to how we celebrate Christmas. Because of its spiritual and social significance, the festival can be compared to Christmas.

It gives you a great opportunity to offer a Diwali special or simply acknowledge the holiday on social media.

It’s certainly no secret: Black Friday has established itself as one of the biggest sales days of the year for online retailers.

This trend is particularly noticeable in Switzerland, as Black Friday has become increasingly established in recent years. For potential customers throughout Switzerland, the event has become synonymous with bargain hunting.

In addition to its high sales potential, this day isn’t just appealing to bargain hunters: Many people take advantage of the deals and discounts to buy Christmas gifts early and at a low price. Therefore, strategic planning and targeting of these offers are beneficial for appealing to both existing and new customers.

To maximize your marketing strategy for the fourth quarter and achieve success at the end of the year, you should implement the following tips and strategies:

1. Customize the website: According to a study , users are twice as likely to make a purchase when they’re in a good mood or satisfied with the website’s design. Give your website a touch of holiday spirit and highlight special offers. Also, make sure your website is user-friendly and optimized for mobile devices.  
2. Discounts and Free Items: Make your customers scream with joy by offering enticing holiday discounts or special deals. Feature limited-time offers to create a sense of urgency and “fear of missing out” (FOMO). Highlight the value of the offers to encourage purchases.
3. Social Media: Leverage the engagement potential of social media to promote Q4 promotions. Use engaging visual content and interactive features. Include planned promotions, quizzes, contests, hashtags, and other entertaining activities in your marketing plan.
4. Compelling Content: Create high-quality holiday-themed content that resonates with your target audience. This can include creative blog posts, videos, or social media updates.
5. Email Marketing: Use personalized messages and promotions to reach your customers. Craft compelling subject lines and clear calls to action to increase both open and conversion rates.

TikTok is also at the forefront of holiday action. In 2023, TikTok found that 93% of weekly TikTok users celebrate Christmas , and a full 82% enjoy the winter holidays. And since a full 63% of users plan or celebrate the holidays on TikTok, the platform is ideal for creating a festive atmosphere that drives purchases. 🎁

Among those eager to shop, 38% are likely to have started shopping earlier in 2023. For an effective holiday marketing strategy, TikTok recommends a 12-week plan. This plan covers everything—from identifying the target audience and developing a creative strategy to budget planning and testing phases. It’s advisable to plan the campaign launch well in advance, ideally as early as September, to build your audience in time for the peak holiday season.

Learn more about how to use TikTok or 11 interesting facts about the platform. 💡

Q4 as a Critical Period for Businesses…

.. has high sales volume!

.. is full of opportunities that boost marketing potential.

🎃 Halloween…

.. The Q4 sales season begins on October 31.

.. It’s perfect for themed discount promotions and special offers!

💆 Singles’ Day…

.. is one of the days with the highest sales worldwide for online shopping.

.. is rapidly gaining popularity in Switzerland.

🕯️ Diwali…

.. is an important festival in Hindu countries.

.. offers a great opportunity for special promotions or to reach a wider audience on social media.

🛍️ Black Friday…

.. is a well-established day for bargain hunters and high sales!

.. When combined with the right strategic planning, it leads to increased revenue.

🎁 On TikTok…

.. Four out of five users enjoy the winter holidays!

.. More than half of all users are planning or celebrating the Christmas holidays on the platform!