9 Important Dates For Your Marketing Campaigns This 2022
by Michelle Francisca Lee

Are you ready to kick off your 2022? Ready or not, we’ve created this Marketing Calendar 2022 to help you and your business plan the year ahead. If you want to see an overview of the coming year and to know what events you can leverage for your marketing campaigns, download the Marketing Calendar 2022 here

Additionally, here are the nine important events that you should NOT miss! These are also included in the marketing calendar so you can plan ahead for your marketing campaigns:

1. Chinese New Year

One of the early, big events in 2022 is the Chinese New Year (or Lunar New Year), which is happening on the 1st of February. This event is celebrated around the world. The specific traditions of the Chinese New Year will depend on the region, but what’s highly anticipated is the time families spend together because it symbolizes the official start of the new year for them. 

You can also expect a surge in shopping behavior around one to three weeks before Chinese New Year. It is a tradition for people who celebrate Chinese New Year to buy new clothes (usually red), decorations, red envelopes (angpau) and of course, to fill the house with food! 

In 2022, it is the Year of the Tiger, so expect to see a lot of tiger icons and merchandise.

2. Winter Olympics

The Olympics is a once-every-four-year type of event and is celebrated globally. Though not all countries will be participating in the Winter Olympics, it is still a rare event that you can take advantage of. 

The XXIV Olympics Winter Games will be held in Beijing from 4-20 February 2022. Although this is more of a competition between nations, it’s important for brands to be alert and reactive towards the trends in Winter Olympics. It’s not a bad idea to ride the wave, whether it’s about winning medals, surprising events, or random memes.

For example, take a look at the Kaliber team’s favorite moments from the recent Olympics, which also make up some of the most iconic highlights of the year.

3. Easter

Easter is a popular celebration for Christians and Catholics. There are plenty of ideas that you can incorporate into your easter marketing campaigns and you can check those out in our Marketing Calendar 2022.

One thing that we want to highlight here is that Easter will overlap with Ramadan. So be sure to align your Ramadan marketing campaign if you decide to do both of them. 

Of course, it depends on your audience. Which one will they be celebrating? If you have a global audience that celebrates both Ramadan and Easter, you can always go granular and create segmented campaigns.

4. Ramadan & Eid al-Fitr

Ramadan is one of the most important events for Muslims around the world. It is a holy month of dawn-’til-sunset fasting, starting on 2 April and ending on 3 May. What you need to note is that the daily behavior of Muslims will definitely change during that one-month fasting. 

Based on our report with The Ravenry, 92% of Indonesian consumers made Ramadan-related purchases during the Ramadan month. Since the start of the global pandemic, fewer customers are making purchases months ahead of Ramadan due to a ban in the mudik (exodus) which usually happens at the end of Ramadan.

Check out our report with The Ravenry on Ramadan in Indonesia here.

5. Asia Golden Retail Period

The Asia Golden Retail Period starts from 9.9 until 12.12. 9.9 symbolizes the start of Asia’s Retail Golden Period, when brands compete with the best offer and discounts. It is now considered one of the busiest times of the year for Southeast Asia countries. Businesses cannot afford to miss the double-digit shopping holidays. 

Since it will be quite repetitive from 9.9, 10.10, 11.11 (or Singles’ Day), 12.12, try to create continuous marketing campaigns or different promos for each holiday.

We put out several marketing tips that you can use for your double-digit shopping holiday campaign. You can access them by downloading the Marketing Calendar 2022

6. Mid-Autumn Festival

Like Chinese New Year, the Mid-Autumn Festival is something that Asian communities also look forward to. Known as the Moon Festival or Mooncake Festival, it’s all about celebrating the autumn harvest. 

There are similar holidays celebrated in Japan (Tsukimi Festival), South Korea (Chuseok Festival), and Southeast Asia. During this season, mooncakes are seen as business opportunities. It is very common to receive mooncakes from other companies, clients, or industry partners as a sign of goodwill.

7. Halloween

Halloween is highly celebrated in western countries like the USA, UK, Australia, and Europe but not so much in Asian countries. Based on the NRF (National Retail Federation), 
45% were already planning to shop as early as September (some even earlier) and 39% during the first two weeks of October. This indicates that
 you should start your Halloween marketing campaigns as early as September if you want 
to stand out from your competitors.

Read more on how to kickstart your marketing campaign here


Right after Thanksgiving come two of the biggest shopping holidays, Black Friday & Cyber Monday (BFCM). It is traditionally celebrated in the United States, Canada, the United Kingdom, Australia, but lately many other countries have been joining in—even in Asia.

We’ve mentioned this before in this blog post, that Thanksgiving weekend eCommerce revenue in the USA alone has been growing more and more despite the ongoing global pandemic. 

cyber monday online sales

9. Boxing Day

​Boxing Day is a holiday celebrated the day after Christmas—26 December and it is often considered as the final major shopping holiday of the year. Initially, it was a holiday when gifts were given to the poor in the United Kingdom. Now, Boxing Day is mainly known as a shopping holiday. Although it is not that popular in Asian countries, some brands are still riding the wave due to western influences.

Want to know other dates that you can participate in? 

You can download our Marketing Calendar 2022, where we also put marketing tips that can be helpful for your campaigns this year. Let’s make it an even better 2022 for all of us!

Originally posted 07 January, 2022. Updated 05 January, 2022.
  • 2022
  • Calendar
  • marketing
Michelle is a content strategist at Kaliber Asia, who’s passionate about spreading knowledge through content. She also likes to travel, take pictures, and is a full-time dog mom.
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