There are over 30,700 ResponseSource requests sent in a year and many of them centre around key dates in every journalist and content marketer’s calendar.

Events in the calendar like this create natural opportunities to get your products or services seen, with gift guides and features being published daily. The holiday season contributes up to 30% of annual sales for businesses and we want you to capitalise on it.

With this in mind, we have analysed ResponseSource enquiry data to put together a guide for the key dates in any PR calendar. By analysing numerous existing ‘content calendars’ and ResponseSource enquiry numbers, Impression has collated the most popular journalist holidays to create a guide for quick wins.

At the end, we have given you the option to download it as a PDF.

New Year

Date

1st January 

Event

New Year’s Day marks the first day of the new year on both the Gregorian and Julian calendars. It is synonymous with resolutions, diets and wellness, where individuals often see the day as an opportunity for a clean slate in their life. 

Popular opportunity for

Gyms, Health Clubs, Leisure Centres, Personal Trainers, Nutrition and Wellness 

What trends did we find?

The largest proportion of enquiries for the term “New Year” were submitted in November by journalists and PR requests on ResponseSource. 

As the graph shows, enquiries related to the New Year run through most of the year bar March and April. November is the most popular time for journalists to submit enquiries for their New Year features, followed next by December.

Common requests in this period include:

  • Feng Shui experts for cleaning the house in the new year
  • Products (clean food recipes, vegan options and gym equipment) for New Year features
  • Tips from fitness/health experts on keeping fit in the New Year

The most common deadline for New Year ResponseSource enquiries is December. As demonstrated on the graph, over 36% of total New Year enquiries hold a December deadline, highlighting the number of journalists rounding up their features in this month.

Just under half of enquiries submitted in January 2019 had a deadline within the same month, showing the tight turnaround time for New Year content produced in January. Enquiries in January were primarily focused around health and wellbeing, concentrating on mindset coaches, fitness equipment and beauty products. 

Takeaways for New Year content

With the largest proportion of New Year enquiries in November, journalists clearly begin their New Year content planning and writing at least 2 months in advance. 

For those specialising in the health, wellbeing and fitness industries, there is a clear opportunity to get involved in features far in advance of the big event itself. 

When planning campaigns, this data demonstrates a wide gap for outreach opportunities. Since journalists are heavily enquiring in November, businesses and PR experts may consider avoiding saving their content for mid/late December where it can easily get caught up in the Christmas break. Instead, a well thought out campaign can lend itself to multiple rounds of outreach, beginning in November and running as far as late January.

Chinese New Year

Date

5th February (2019)

Event

Chinese New Year signifies the beginning of the lunar new year, where the start of a new moon takes place. This date changes each year in correlation with the moon, but will fall between the dates of 21st January and 20th February. 

Popular opportunity for

Chinese restaurants, Event planners, Food retailers.

What trends did we find?

In comparison to the Gregorian and Julian New Year, the trends for Chinese New Year point to different demands from journalists on ResponseSource. 

Specifically, the largest number of enquiries for Chinese New Year content were submitted in November, which is similar to trends found with New Year’s Day. However, Chinese New Year saw no journalist enquiries made before 11th November in the year, demonstrating that this is when content for the holiday begins being planned. 

All enquiries for Chinese New Year submitted in November had a deadline of no later than December 6th. From this, it is clear that journalists seeking comments before Christmas round up their pieces far in advance of the break. 

Enquiries made in January were generally time sensitive, with deadlines lasting no more than 7 days. 

Common requests in this period include:

  • Events taking place for Chinese New Year
  • Products (particularly food) suitable for Chinese New Year
  • Recipes for traditional chinese meal recipes

Takeaways for Chinese New Year content

Journalists begin considering their Chinese New Year content up to 3 months in advance, with the highest ResponseSource enquiries during November. Campaigns for Chinese New Year can be pitched during this month, since publications are clearly planning features around the holiday as early as this. 

Outreaching for Chinese New Year in December isn’t necessarily discouraged, but the data demonstrates that journalists and PR’s are not actively seeking for Chinese New Year content in December. With the peak in content centered around Christmas, Chinese New Year campaigns are (most) likely to be swept under the carpet. 

Enquiries for Chinese New Year are higher in December than January, but there is still an opportunity for features during the new year period. In 2019, enquiries were submitted toward the end of January, demonstrating this as a key period to contact publications with any Chinese New Year content to consider. 

Valentine’s Day

Date

14th February

Event

Valentine’s Day occurs across the world, in a tradition where loved ones exchange flowers, gifts and chocolate on this romantic holiday. The history of Valentine’s day derives from St. Valentine, a saint who stemmed the tradition which today is a retailer’s dream.

Popular opportunity for

Cinemas, Film producers, Restaurants, Bars, Cafes, Florists, Boutique stores, Travel Agencies, Hotels, Airlines, Lingerie retailers, Jewellers.

What trends did we find?

65% of the Valentine’s Day ResponseSource enquiries recorded were submitted in January 2019. This demonstrates the high number of journalists writing features on the romantic holiday during this month, ahead of the day itself on the 14th February. 

Enquiry deadlines were again high in January, with the number dwindling to 22% during the month of February. 

9 enquiries were submitted in February 2019, down from 62 enquiries in January, reiterating how the majority of journalists begin their research far earlier than the month of Valentine’s itself. 

Common requests in this period include:

  • Gift guides for him/her for Valentine’s Day presents
  • Restaurants to visit on Valentine’s Day

When looking into specific content requests, it is clear the enquiries for Valentine’s Day are heavily centered around gifts. The vast majority of the enquiries for100% of the enquiries for Valentine’s Day in December were from journalists creating gift guides and seeking products to review for their publication.

The second common theme for Valentine’s Day ResponseSource enquiries is for publications looking to list popular restaurants/date nights which readers can visit on the 14th February. It is important to note that the enquiries for this type of request are significantly less than those for gifts. 

Takeaways for Valentine’s Day content

The data demonstrates a demand for Valentine’s day content as early as November. However, since the lead deadlines for features are mostly populated in January, it can be concluded that this is the month in which journalists begin finalising their content and publishing any articles. 

With 22% of deadlines leads in February, the romance month itself is obviously not too late to begin outreaching a campaign. Saying this, the numbers imply that the majority of journalists and PR’s are creating their content in January, with many publishing their articles in this same month. Therefore, beginning outreach in January can help campaigns to get a head start, as well as helping marketers to avoid ‘missing the boat’. 

Shrove Tuesday/Pancake Day

Date

25th February

Event

Shrove Tuesday, also known as Pancake Day, is the day before lent starts on Ash Wednesday. Derived from the English custom of using up all the fattening ingredients in a house, the custom of Pancake Day still exists today in the UK.

Popular opportunity for

Restaurants, Cafes, Recipe Blogs 

What trends did we find?

50% of enquiries submitted for Shrove Tuesday came from the same publication. This skews the data to demonstrate November as the most popular month to submit a ResponseSource. Without this data skew, February would succeed as the most popular month for Shrove Tuesday requests.

The number of overall inquiries for Shrove Tuesday were low in comparison to other holidays, with 6 submitted overall. 

ResponseSource saw the majority of enquiries for the day made in November and the next highest number from February itself. Any enquiries made in February closed late in the same month or early in March.

Common requests in this period include:

  • Shrove Tuesday recipes
  • Products to review for a Shrove Tuesday feature
  • Gluten free pancakes in restaurants 

Shrove Tuesday enquiries from 2019 were based on three major themes. Firstly, publications were seeking pancake recipes to include in their January and February features. Secondly, bloggers were asking for products to review and lastly, journalists were seeking restaurants, cafes or market stalls offering gluten free pancakes. 

Takeaways for Shrove Tuesday content

Unsurprisingly, the number of ResponseSource enquiries for Shrove Tuesday are significantly lower than other holidays in the report. This can be attributed to two major factors:

  1. Expert comments/tips are not as essential for a Shrove Tuesday feature, since publications can very easily access recipes elsewhere
  2. Shrove Tuesday commonly has less of a ‘buzz’ than larger holidays such as Christmas, Mother’s Day or Valentine’s Day. Typically, less content is produced around this area than the aforementioned celebrations. 

Despite the lower number of enquiries into Shrove Tuesday, there is still an opportunity for restaurants, food bloggers or cafes to capitalise on the holiday. Journalists are seeking recipes for their sites and having one feature on a national publication could lead to wider syndication. 

For those considering a campaign centered around Shrove Tuesday, the data demonstrates February to be the best month. With journalists submitting their enquiries mid/late February, it would be interesting to see the success of a campaign released just prior to this. 

St Patrick’s Day

Date

17th March

Event

Saint Patrick’s Day is a religious and cultural celebration held to commemorate the death of the patron saint of Ireland, Saint Patrick. It is a public holiday in the Republic of Ireland and is celebrated in more countries than any other national festival. 

Popular opportunity for

Pubs, Bars, Clubs, Events Companies, Restaurants, Retailers, Travel Agencies, Hotels, Airlines. 

What trends did we find?

Equal numbered enquiries were submitted for St Patrick’s Day features in both March and December. Of the enquiries submitted in December, 3 were identical submissions, skewing the St Patrick’s Day data in terms of displaying opportunities available.

St Patrick’s Day falls on the 17th March. One enquiry was submitted in January and none were submitted in February.

Enquiry submissions for March were uploaded no earlier than the 7th March, with the last submitted on 11th March. Deadlines for St Patrick’s Day in March fell close to the 17th, with one deadline on 11th and two on 15th March. 

Common requests in this period include:

  • Items, events and recipes to feature for St Patrick’s Day
  • Props/drinks/food for a St Patrick’s Day party
  • St Patrick’s Day gifts

Common requests in this period include:

  • Items, events and recipes to feature for St Patrick’s Day
  • Props/drinks/food for a St Patrick’s Day party
  • St Patrick’s Day gifts

85% of enquiries for St Patrick’s Day focused on product features, ranging from recipes and food to party props and free venues. The remaining 15% were seeking event information and ideas for readers, looking for fun things to do on St Patrick’s day itself. 

Takeaways for St Patrick’s Day content

With the majority of publications seeking products to review and feature for St Patrick’s day articles, there is an opportunity for events companies and retailers to benefit from closely monitoring ResponseSource enquiries around the date of event. 

St Patrick’s day enquiries are submitted close to the date itself, demonstrating that publications are planning their content for the holiday mainly during early March. Any outreach of a related campaign may benefit from tailoring their dates accordingly, to avoid being forgotten in a list of emails if outreach is conducted too early. 

Mother’s Day

Date

31st March (2019), 22 March (2020)

Event

Falling on the fourth Sunday of Lent in the UK, Mothering Sunday is a Christian celebration of honoring mothers in the family and society as a whole. 

Popular opportunity for

Florists, Restaurants, Retailers, Card/Gift Stores, Beauticians

What trends did we find?

Mother’s Day saw the second highest number of ResponseSource enquiries across all the data. Submissions were made by a wide variety of publications, with notable features from nationals such as The Sun Online, The Independent and Daily Star.

ResponseSource enquiries for Mother’s Day run through most of the year. 20% of submissions began in January, with the highest peak seen in February. March saw the next highest number of enquiries for Mother’s Day, with these submissions typically holding a 2-3 day deadline and focusing heavily on “last-minute” gifts.

The highest number of deadlines for leads for Mother’s Day enquiries was in March, the month of the event itself. Deadlines ran no later than 29th March, with any enquiries submitted or ending in April relating specifically to Mother’s Day USA. 

Common requests in this period include:

  • Gift ideas for Mother’s day guides
  • Mother’s Day restaurant deals
  • Alcohol Mother’s Day deals
  • Afternoon tea/lunch deals

Takeaways for Mother’s Day content

With 20% of overall enquiries for Mother’s Day content submitted in January, journalists clearly get the ball rolling with their content very early in the year. Although over 50% of these deadlines are not until February, the data demonstrates that at least 42 journalists are planning their articles and concepts during this first month. 

The largest proportion (49%) of ResponseSource enquiries for Mother’s Day are submitted in February which reiterates that most journalists are planning their content ahead of March itself. Having a campaign in front of a journalist before they have finalised their Mother’s Day concept is ideal, since there may be movement for them to include the campaign in their original piece.

(This is not to say that a journalist who has already written or finalised their piece about Mother’s Day will not consider your campaign, since this will depend more specifically on the strength of your story).

50% of deadlines are in March, with enquiries that finish toward the last week of the month focusing specifically on “last-minute gifts”. For campaigns centered around gift buying, this small window of opportunity should not be ignored. Media outlets such as The Independent and Retail Gazette sought content in these areas in 2019, showing it to be a quick way to gain extra coverage for a client. 

Easter 

Date

21st April (2019), 12th April (2020)

Event

Easter is a Christian festival which celebrates the resurrection of Jesus Christ, held on the weekend from Good Friday to Easter Monday. Easter eggs are a common symbol for the holiday, used to represent the resurrection of Jesus. Today, they are mostly made from chocolate, covered in foil and sold in supermarkets for children.

Popular opportunity for

Supermarkets, Card Shops, Gift Stores

What trends did we find?

According to the data, ResponseSource saw the highest number of enquiries for Easter than for any other holiday included within the report. 

Enquiries for Easter began in December, with January 2019 seeing 13% of the overall Easter submissions. Publications as well ranked as Marie Claire released their ResponseSource enquiries for Easter in January, seeking Easter activities for their May issue. 

The highest number of enquiries submitted for Easter was in March, where 33% of overall submissions were made. Submissions fell during April but still remained high, with publications such as The Sun Online, Express, MailOnline and Daily Star seeking products or recipe ideas on Easter weekend itself.

The deadline for Easter ResponseSource enquiries was highest in April. Whilst the majority of enquiries closed within the first week of April, certain publications left their enquiries open up to 23rd April. 

Common requests in this period include:

  • ‘Free from’ easter eggs
  • Non chocolate gift ideas for Easter
  • Milk/Dark/Kids/Luxury Easter eggs
  • Easter recipes
  • Easter egg hunt events

2019 saw a peak in enquiry requests for ‘free from’ easter eggs, focusing on dairy and gluten free options for those with intolerances. Partnering this trend, a number of journalists were also seeking non chocolate gift ideas as an alternative to the traditional chocolate easter egg. 

Takeaways for Easter content

Easter held the highest number of enquiries on ResponseSource for a holiday in 2019, according to the data set. This demonstrates the demand for features which focus on the Easter celebration. 

The most common request from journalists pointed to easter egg products, focusing in particular on up and coming markets such as gluten free or vegan easter eggs. For clients centered around ethical products, restaurants (or any other lose tie in), this could be the centre of a campaign ideation. 

The deadline for leads on Easter ResponseSource enquiries varied significantly, with publications such as Marie Claire aiming for January, whereas nationals like The Sun and Daily Star holding last minute deadlines. This demonstrates the wide scope for Easter campaigns and the long calendar period which the holiday can be capitalised for.

Whilst 40% of Easter enquiries held deadlines in April, March also saw the roundup of just under 90 enquiries. For those considering an Easter related campaign, this demonstrates the opportunity for several rounds of outreach within the two months.

For businesses hoping to score a feature using ResponseSource for their Easter orientated products, keep your eyes peeled from December for the hundreds of enquiries coming your way. 

Ramadan

Date

5th May (2019), 23rd April (2020)

Event

Ramdan is a tradition followed by people of the Islamic faith. During the month of Ramadan, many Muslims choose not to drink or eat between dawn and sunset, taking part in a fasting period allowing them to devote themselves to their faith.

Popular opportunity for

Retailers, Supermarkets, Health and Wellbeing experts, Fitness Coaches

What trends did we find?

80% of ResponseSource enquiries for Ramadan were submitted in May, within the month of the event itself. Enquiries for Ramadan had tight deadlines in May with each closing 2 days after being submitted. 

Enquiries were varied for the period of Ramadan, with one common theme found which related to the fasting itself. Journalists were seeking explanations of why fasting takes place, as well as for health experts to discuss the implications of fasting on the body. 

Enquiries were submitted by The Sunday Times, Express and Retail Gazette, with the two latter publications submitting multiple enquiries requesting different expert opinions. 

Common requests in this period include:

  • How do retailers invest in Ramadan
  • Health implications of fasting
  • Non-alcoholic drinks for Ramadan events
  • Why does fasting take place for Ramadan

Takeaways for Ramadan content

There were far fewer enquiries for Ramadan on ResponseSource than other events within the data set, demonstrating a lesser demand for expert comments on this topic. 

Despite this, enquiries were submitted by publications with high authority domains which shows the opportunity for health experts or members of the Islamic community to give their response and gain coverage in return.

Father’s Day

Date

16th June (2019), 21st June (2020)

Event

Father’s Day is celebrated on the third Sunday of June in the UK, where family members put in a special effort for their father figure. This can include visiting their father, sending a greeting card, or the exchange of gifts such as flowers, clothes or chocolates. 

Popular opportunity for

Shopping centres, Card Shops, Supermarkets, Retailers, Travel Agencies, Airlines, Hotels, Train Services

What trends did we find?

Father’s Day ResponseSource enquiries began early in 2019, with the first enquiry submitted for 2019 in February. April saw 34% of submissions, where enquiries trickled through for Father’s Day almost every day during the month. 

The highest number of enquiries were seen in May, where 54% of submissions for Father’s Day enquiries were made. Enquiries came from a range of regionals, lifestyle blogs and parenting sites. 53% of submission deadlines were also scheduled for May.

National publications such as The Sun and Hello! submitted enquiries closer to the event itself. Hello! Online submitted their first enquiry in late May and The Sun Online followed with theirs in the first month of June. June saw just 8% of enquiry submissions and 22% of deadlines for leads. 

91% of ResponseSource enquiries for Father’s Day were submitted before the month of June. 

Common requests in this period include:

  • Products for a Father’s Day gift guide

Almost 100% of enquiries for Father’s Day were seeking ideas and products for gift guides. All types of gifts were welcomed by publications including, but not limited to:

  • Books
  • food and drink items
  • Clothes
  • Grooming products
  • Experiences

Takeaways for Father’s Day content

With over half of Father’s Day enquiries submitted in May and 91% submitted before June began, businesses interested in capitalising on Father’s Day should begin monitoring ResponseSource requests before the month of the event itself. 

When considering creating a campaign centered around Father’s Day, it is worth noting that the highest number of deadlines for leads were seen in May. With journalists rounding up their content as early as May, PRs may wish to outreach their campaign in advance of June rather than waiting closer to the time. This way, a second round of outreach can be conducted targeting nationals in June. 

For businesses specialising in gifts which may be suitable for Father’s Day gift guides, this holiday is an incredibly efficient way to secure coverage in a number of relevant publications.

Summer Holidays

Date

15th July (2019), 20th July (2020)

Event

The summer holidays are a break in the summer between school years, in which students have roughly 6-9 weeks off before they begin the next academic year.

Popular opportunity for

Retailers, Restaurants, Shopping Centres

What trends did we find?

ResponseSource enquiries for the Summer Holidays began in January, with publications seeking gifted products to feature in their Summer Holiday reviews. 

Enquiries then picked up in March where journalists requested tips for those planning summer breaks and looking for destination inspiration. Submissions for April and May generally followed the same pattern, where publications focused on holiday packing tips and travel essentials.

29% of enquiries were submitted in June and 36% in July, where these publications focused more heavily on activities and days out for families during the summer period. July also saw the introduction of “back to school” content requests.

August saw just 8% of the total ResponseSource enquiries for Summer Holidays, unsurprising since 80% of enquiries closed prior to the beginning of August. 

Common requests in this period include:

  • Family friendly restaurant offers
  • Places to go on holiday in the Summer Holidays
  • Summer Holiday days out
  • Outdoor games and toys
  • How can summer holidays impact parents relationship
  • Back to school shopping guide

Takeaways for Summer Holidays content

The scope for Summer Holidays related content is wide, with publications seeking a range of different topics which generally fluctuated as the months progressed. It is, therefore, worth bearing in mind the following:

  1. Holiday related enquiries were clustered during April and May
  2. Submissions for family activities and days out were popular in June and July
  3. Back to school enquiries picked up in July

The above data can be used to assist with outreach planning for Summer Holiday related campaigns. For example any content centered around family holidays abroad, according to the data, would ideally be pitched in April/May rather than July/August. 

Following this same logic, for those focusing on back to school content, July is the ideal month to outreach. There are, of course, several other factors impacting the success of a campaign. 

Halloween

Date

31st October

Event

Halloween is a holiday celebrated annually across the world, a day marking the start of Allhallowtide, a time of remembering the dead. On the day and night of Halloween, children and adults dress in scary costumes, carve pumpkins, light bonfires and go trick or treating. 

Popular opportunity for

Supermarkets, Clothing Retailers, TV Networks, Film Producers, Bars, Restaurants, Cosmetic Brands

What trends did we find?

Halloween ResponseSource enquiries began in February, with journalists seeking Halloween recipes for their October features. The spring months then saw few enquiries, with submissions picking up heavily in August. 

20% of submissions were made in August for Halloween enquiries, with requests varying in topic from journalists seeking Halloween related vegan products to review, to others looking to write about haunted tours for the public to visit. 

37% of enquiry submissions and 49% of enquiry deadlines took place in October, demonstrating that the majority of publications planned and finalised their Halloween content within the month of October itself.  

Common requests in this period include:

  • Alcoholic drinks for Halloween
  • Spooky days out for Halloween feature
  • Party products
  • Vegan friendly Halloween makeup and costumes
  • Halloween recipes

The details of Halloween enquiries were typically varied, with journalists seeking Halloween party products, drinks, costume ideas or makeup products, recipes for Halloween treats, and scary tours or events to visit.  

Publications such as Sainsbury’s magazine submitted enquiries as early as July. Many nationals submitted their enquiries in October, with The Sun, Express and Evening Standard submitting ResponseSource enquiries for Halloween on 30th October with a 1 day deadline. 

Takeaways for Halloween content

Research highlighted that Sainsburys submitted their enquiry for drink products in July, presenting an earlier opportunity for related businesses to gain exposure. 

ResponseSource enquiries picked up significantly in August, demonstrating the point in the year when the majority of journalists begin to plan their Halloween related content. The highest number of enquiries were seen in September and October which signifies this may be the best time to pick up related campaign outreach. 

Since publications such as The Sun and Express held such last minute deadlines, any campaigns outreached too far in advance of Halloween could risk being lost in an inbox. This, of course, also depends on the quality and content of a campaign.

Unlike many other holidays, the data demonstrated the wide range of opportunities for ResponseSource enquiries. Events companies should closely monitor enquiries from August onwards, to capitalise on the number of journalists seeking information on spooky days out. 

For drinks based firms, the data highlights Halloween as the perfect time for a creative campaign to catch the attention of journalists. With publications spoilt for choice with hundreds of alcoholic drinks to feature, yours must stand out in a crowded market. 

Bonfire Night

Date

5th November

Event

Bonfire Night marks the anniversary of the Gunpowder Plot, an attempt by Guy Fawkes to blow up the Houses of Parliament. The night is celebrated across the UK, with fireworks, bonfires and sparklers. 

Popular opportunity for

Supermarkets, Recipe bloggers, Drinks brands, Restaurants, Bars

What trends did we find?

47% of Bonfire Night ResponseSource enquiries were submitted in September. Of the enquiries submitted during September, 89% had a deadline of 4 days or less. This demonstrates the quick turnaround by journalists with their Bonfire Night content. 

42% of enquiries were submitted in October with 47% of deadlines in the same month. In fact, 89% of all enquiries were submitted between September and October, with no further enquiries submitted for Bonfire Night after October 26th.

In contrast to the data for other holidays discussed in the report, national publications submitted their enquiries to ResponseSource far in advance of the holiday. The Sun submitted an enquiry on 25th September, far in advance of Bonfire Night, with a deadline of early October. 

Common requests in this period include:

  • Recipes for Bonfire Night
  • Events in London for Bonfire Night

Enquiries from publications generally followed two major themes; journalists seeking recipes to include in their Bonfire night features, or events to report on ahead of the 5th November. 

Takeaways for Bonfire Night content

In comparison to previous holidays discussed, the enquiries for Bonfire Night were highly compacted into two months. With 89% of enquiries in September and October, this is clearly the best time to contact journalists with a related campaign rather than waiting for the month of November. 

Since publications such as The Sun plan their Bonfire Night content in September, outreach specialists focusing on targeting nationals may wish to plan their campaigns further in advance of 5th November to avoid missing a feature opportunity.

ResponseSource enquiries for Bonfire Night focus specifically on seeking recipes and events related to the holiday. This is a great opportunity for bloggers, restaurants and food brands to get involved in capitalising on Bonfire Night by securing a feature with a high authority domain. 

Black Friday

Date

29th November (2019), 27th November (2020)

Event

Black Friday refers to the shopping day after Thanksgiving and was given its name because of the vast number of shoppers, traffic jams and chaos which arises on this day. 

Popular opportunity for

Shopping Centres, Retailers, Supermarkets, Restaurants, Hotels, Travel Agencies, Airlines

What trends did we find?

71% of enquiries were submitted with deadlines for November, demonstrating the last minute nature of this holiday in comparison to others. Deadlines in November included journalists seeking enquiries for Sky News, Daily Mail, The i Paper, MailOnline and Forbes.com. 

October saw 22% of submissions, from publications such as Retail Gazette and Real Business. These enquiries also held October deadlines. 

The data revealed a number of interesting opportunities for Black Friday with ResponseSource. Retail experts, psychologists and shoppers were welcome to give their take on how to find bargains, why Black Friday is popular, and what the future holds for this holiday. 

Retailers were welcomed by nationals, lifestyle magazines, and bloggers to provide the best deals they were offering, with enquiries heavily submitted through mid-late November. 

Common requests in this period include:

  • Shopping experts to talk about how to find bargains
  • Retail expert on future of Black Friday
  • Psychologist on why people love Black Friday
  • Furniture discounted for Black Friday
  • Best deals on Black Friday

Takeaways for Black Friday content

According to the data, the largest majority of journalists finalise their Black Friday features during mid-late November. From this, it would be wise to consider a first round of outreach for any Black Friday related content no later than mid November. 

Digital PRs hoping to feature their retail expert clients in related publications should focus close attention on ResponseSource from October. Since the data shows that industry specific publications plan their content early, campaigns centered around Black Friday statistics, advice or history could be outreached earlier than November. 

Black Friday is an excellent opportunity for retailers to have their products and deals featured in a number of national publications. Retailers should be prepared with the details of their deal and high resolution images far in advance of October. 

Christmas Eve

Date

24th December

Event

Christmas Eve refers to the day/evening before Christmas Day. This holiday is observed around the world in anticipation of Christmas Day, the festival celebrating the birth of Jesus. 

Popular opportunity for

Shopping Centres, Retailers, Supermarkets, Drinks Brands/Stores, Travel Agencies, Airlines, Hotels, Events Companies, Film Companies, Theatres, Restaurants, Bars, Events Venues, Clubs. 

What trends did we find?

No enquiries on ResponseSource for Christmas Eve were submitted until August in 2019, with the highest number of requests seen in September and November. 

Only 14% of enquiries were submitted in December, signifying that most publications begin seeking content for their Christmas Eve features in advance of the month itself.

ResponseSource requests for Christmas Eve were generally from ‘parental’ orientated blogs, with the data showing no national publication enquiries for this particular holiday. Blogs were generally seeking products to feature in their Christmas Eve box orientated posts, as well as for features on gift ideas for the holiday. 

Common requests in this period include:

  • How to put together a Christmas Eve Box
  • Gifts to give on Christmas Eve
  • Things to do on Christmas Eve in London

Takeaways for Christmas Eve content

The data demonstrates a smaller pool of opportunities on ResponseSource for Christmas Eve than the number of enquiries submitted for Christmas Day. For retailers who are able to market their products as gifts, however, this holiday still presents a unique opportunity to have their products featured within the Christmas period. 

In terms of national coverage, the ResponseSource enquiries for this holiday were limited. This should not impact attention on the holiday by retailers, since the number of parenting blogs looking to feature family related products makes Christmas Eve a potentially lucrative topic.

For hospitality companies, there is a great opportunity to be featured for any events taking place on Christmas Eve. By securing a feature in a high authority and relevant domain, restaurants, bars and events brands can create an extra buzz around their brand and the Christmas Eve event itself. 

The data demonstrates that blogs begin seeking content for their features as early as August, therefore interested parties are urged to begin monitoring requests toward the end of summer.

Christmas Day

Date

25th December

Event

Christmas Day is the annual Christian festival celebrated to commemorate the birth of Jesus Christ, the Son of God. Christians use the day to remember the presence of God in the world through Jesus. Non-Christians also celebrate the holiday through seasonal food, present giving and visiting family.

Popular opportunity for

Shopping Centres, Retailers, Supermarkets, Drinks Brands/Stores, Travel Agencies, Airlines, Hotels, Events Companies, Film Companies, Theatres, Restaurants, Bars, Events Venues, Clubs. 

What trends did we find?

Enquiries for Christmas Day 2019 began in August, with PA Media seeking their first comment by 19th August. 

20% of overall enquiries on ResponseSource followed in September and again in October. Before December, 87% of enquiries were submitted for Christmas day and 77% of request deadlines had passed.

Nationals including Evening Standard, Daily Mail, Express and The Daily Telegraph submitted enquiries for Christmas Day in November. 

Common requests in this period include:

  • Surviving Christmas Day with the family
  • Products for a Christmas table (decorations, food and drink)
  • People working on Christmas Day
  • Events to attend for Christmas Day
  • Gift ideas for Christmas Day

Enquiries for Christmas Day varied in their requests for comments, features or products. Regarding products, journalists generally requested food and drink products for the Christmas dinner table, decoration ideas or gift suggestions. 

The i paper sought someone spending Christmas Day alone, while Daily Mail and BBC Radio 5 looked for people working the holiday. Other requests included events to attend for Christmas and alternative Christmas plans.

Takeaways for Christmas Day content

The data clearly demonstrates that the majority of publications begin planning their Christmas Day content far in advance of the holiday, with 77% of enquiry deadlines passing before 1st December. This highlights to both businesses and PRs that Christmas outreach can begin as early as September or October, although a note should be taken that Christmas content sent out too early may fall victim to being forgotten.

For those seeking national coverage with their campaigns, the data suggests journalists begin planning their content most heavily during November. With the majority of deadlines also in November, the data suggests features are rounded up in this month or early December. 

The wide topic variety for Christmas Day ResponseSource requests implies an opportunity for a number of businesses to succeed in achieving coverage. Monitoring should begin as early as August to ensure no relevant opportunities are missed. 

Boxing Day

Date

26th December

Event

Boxing Day takes place the day after Christmas Day, where the majority of the UK population has a day off. In today’s modern age, Boxing Day signifies a day of important sports events and the start for retailers Christmas sales.

Popular opportunity for

Shopping Centres, Retailers, Supermarkets, Drinks Brands/Stores, Travel Agencies, Airlines, Hotels, Events Companies, Film Companies, Theatres, Restaurants, Bars, Events Venues, Clubs.

What trends did we find?

5% as many enquiries submitted for Christmas Day were submitted to ResponseSource for Boxing Day. Despite the low number, the enquiries submitted came from high authority domains, with RealBusiness, The Daily Telegraph, Evening Standard and HR Grapevine seeking comments. 

83% of enquiries for Boxing Day were submitted in December. 50% of enquiries submitted had a deadline of 1 day, demonstrating the timely nature of content for this holiday.

Common requests in this period include:

  • Should employees have Boxing Day off
  • Boxing Day sales or travel deals
  • Boxing Day arguments 
  • Comments from shopping experts

Enquiries were generally varied, however, both Evening Standard and Yahoo sought comments related to Boxing Day sales and advice on finding the best discounts.

Takeaways for Boxing Day content

The number of enquiries submitted for Boxing Day signifies a smaller opportunity for businesses to secure features through ResponseSource. Despite this, the number of high authority domains requiring comments or insights still makes this an exciting opportunity for retailers and shopping experts. 

Interestingly, the majority of Boxing Day enquiries on ResponseSource were submitted in December and all deadlines took place December too. For experts seeking to secure comment opportunities or retailers looking to have their sales featured for Boxing Day, it is worth bearing in mind that journalists do not begin seeking on ResponseSource until December.

New Year’s Eve

Date

31st December

Event

According to the Gregorian calendar, New Year’s Eve is the last day of the year. The holiday is widely celebrated across the world with evening parties where people light fireworks, dance and drink. 

Popular opportunity for

Shopping Centres, Supermarkets, Clothing Retailers, Travel Agencies, Airlines, Hotels, Cinemas, Events Companies, Theatres, Restaurants, Bars, Events Venues.

What trends did we find?

Enquiries for New Years Eve on ResponseSource began in October with South London Press seeking information and product testing for New Years Eve party food. 

In November 56% of all enquiries were submitted. These enquiries had a deadline of 7 days or more, giving interested parties a significant length of time to submit their comments or products. 

Only 22% of all New Years Eve enquiries were submitted in December. This demonstrates that journalists generally begin planning their content earlier than the month of NYE itself. All enquiries submitted in December held a same day deadline.

No deadlines for New Years Eve enquiries passed 13th December. After this point, no journalists were using the tool to seek comments or features, suggesting content is wrapped up after this point.

Common requests in this period include:

  • New Year’s Eve party food
  • What to do on New Year’s Eve with kids
  • Things to do in London on NYE
  • Party items for NYE

33% of enquiries for New Years Eve were seeking to create guides in London for the event. Common requests also included party food or items for the holiday, as well as stories related to New Years Eve.

Takeaways for New Year content

New Years Eve enquiries for 2019 began in late October. For businesses seeking to have their comments featured in New Years Eve features, it would be wise to begin monitoring enquiries from late October to ensure that no opportunities are missed. 

The data revealed that the highest number of enquiries were submitted in November, suggesting this is where journalists begin planning their NYE features most commonly. The long deadlines imply features are being planned rather than written in early November, especially since most enquiry submissions fell toward the later end of the month. 

All deadlines for NYE content took place on 13th December or before. This implies that journalists are writing up their features during early or mid December. For those planning outreach for a New Years Eve related campaign, this is something to bear in mind. If journalists are finalising their content in mid December, you may wish to outreach your campaign during or before this period.

Overall, it is clear that New Years Eve presents a great opportunity for party or event orientated brands to gain quick wins. 

Conclusion

Evening out the playing field between PR experts and businesses new to the game, this report provides a useful insight to the key moments when holidays can be used to improve your brand coverage.

In this report, we have analysed 17 key dates for any PR calendar. With the impressive results a holiday orientated campaign can pull in, this data presents an exciting opportunity for businesses to better grasp the ideal times to capitalise on these key dates.

The significant number of ResponseSource enquiries for holidays such as Mother’s Day, Easter Sunday and Halloween points to a lucrative opportunity for brands. These enquiries provide quick wins for brands to achieve coverage, with the vast quantity of enquiry submissions playing in their favour.

For the PR industry, this paper provides an insight for future campaign ideations and outreach considerations. It has provided data on the types of publications submitting enquiries for each holiday and the dates of these submissions.

The takeaway from this report is a better understanding of the differing publication time scales for each holiday and an insight for brands on when to pay close attention to holiday ResponseSource opportunities. 

To read and save this guide as a PDF, download it here:

PDF Download: Key Dates in the PR Industry for Content Planning

Thank you - you can access the download here.

Saffron Shergill

Digital PR Executive

Saffron is a Digital PR Executive, focusing on supporting the PR team in delivering impressive results through creative campaigns. In her spare time, expect to catch her at the gym, a yoga class, or a classic cocktail bar with friends...

Saffron has specialist knowledge in Digital PR, Thought Leadership and .

Leave a Reply

Your email address will not be published. Required fields are marked *