TikTok has released a set of bespoke 2025 Marketing Calendars for small and medium businesses for major regions, including the USA, Europe and Middle East. 

How to use this Marketing Calendar:

• Prioritise. Brands should select up to three major holidays that best align with them.
• Brands should launch campaigns early.
• Businesses need to put TikTok's top tips into action.

The tailored TikTok Marketing Calendar 2025 UK & Ireland includes: 

Q1: January, February, March

January: New Year - New start

• This is the moment for health and fitness on TikTok and the place for workouts, fitness challenges, sports and healthy eating habits. Brands should consider joining conversations about healthy habits.
• Top tip: Brands should start the year with a TikTok marketing plan that bears in mind what their audience is looking for, but shouldn't play it too safe.

February: The month of appreciation

• Brands selling a giftable product or service should focus on 14 February for Valentine's Day, but also on 13 February for Galentine's Day. The latter should be a key focus for brands selling decorations, giftable products or generally having a female target audience.
• For fashion-centered brands, 20 February will mark the start of London Fashion Week for AW25. Brands should leverage the fashion enthusiasts on TikTok at this time of year.
• 28 February marks the beginning of Ramadan. Ramadan represents a month of fasting, prayer, reflection, and community. Brands should focus their campaign efforts during this month on these ideals by showing support for their community and offering help over profit.
• Top tip: Brands should utilise Video Shopping Ads to push their top-selling products ahead of Valentineʼs Day.

March: A month of celebration

• The #booktok community will be out in full force for World Book Day 6 March and two days later on 8 March is International Women’s Day. Brands can show their support for womenʼs initiatives and causes, and showcase their products and services that are tailored to women on that day.
• 17 March is St.Patrick's Day, a great opportunity for businesses across hospitality, music, clothing and accessories – as well as tourism.
• 30 March is Mother’s Day. While this holiday celebrates mums, brands may want to aim their campaigns at the family members who are buying them gifts, like their children and spouses. The focus shouldn't be solely on sales; brands should share their own Mother's Day post as an appreciation to all of their hard-working mum customers.
• March is also the time when lots of people start to look at planning that big summer holiday for themselves and their families, with April becoming the peak booking season. For small businesses like boutique hotels or purveyors of travel-related products and services, it is the perfect time to focus their campaigns on raising awareness and offering early bird deals to convert customers just as they are beginning to plan.
• Top tip: When brands are setting up their TikTok Pixel, they need to make sure to start with Add to Cart optimisation events and toggle on automatic advanced matching and third party cookies.

Q2: April, May, June

April: Keeping it light and down to earth

• 1 April is a great way to promote brand awareness. Campaign ideas can include a fake new product, a video of pranking some colleagues and more.
• 20 April is Easter Sunday. Confectionery and chocolate shops may do well, as many people purchase Easter eggs, bunnies and other sweets as gifts, or to enjoy themselves.
• It's also a great opportunity for clothing, decorations, toys and gifts.
• Restaurants and cafés also have a great opportunity to increase in business with families gathering to celebrate Easter over a meal together.
• Flower shops and garden centres may also do well as people purchase flowers and plants to decorate their homes and gardens for Easter.
• 22 April is Earth Day. Brands should focus their campaigns around this occasion on highlighting their sustainable products and business practices.
• Top tip: Brands to make sure that they are working to build their organic TikTok presence alongside their paid ads.

May: Wedding season kicks off

• Wedding planners, bridal shops, formal wear rental shops, caterers, DJs, photography and videography services, florists and bakeries can all prosper on TikTok this time of year. These types of businesses often see an increase in demand as couples begin to plan their weddings.
• In addition, honeymoon-related businesses such as travel agencies, resorts and hotels can also make the most of this time of year as many couples plan their honeymoons around the same time they plan their weddings.
• Top tip: Brands should use TikTok tools for inspiration. Such as Automated Creative Optimisation, Smart Video, Video Templates, TikTok Video Editor, and Smart Video Soundtrack.

June: Start of Summer fun & games

• This is an opportunity for brands to show their support for the LGBTQIA+ community during the month of June.
• 15 June marks Father's Day and expected per-person spending on this day is another great occasion not to be missed.
• From 15 June to 13 July, the 2025 FIFA Club World Cup will be held in stadiums across the USA. This is an opportunity for brands to showcase their business's global presence, tap into the worldwide enthusiasm for top-tier football, and join in on the pre- and post-match hype on TikTok.
• June is the beginning of the widely anticipated festival season across Europe. With Glastonbury, Tomorrowland, Sziget and several other hugely popular festivals, brands should make sure they have got their TikToks on how to style outfits, useful portable tech or where to relax post festival.
• Wimbledon tennis tournament starts on 30 June. Brands can leverage the tennis spirit through tailored marketing campaigns, exclusive partnerships, or simply by joining the conversation on social media.
• Top tip: Brands can partner with creators this Summer to expand their reach, build trust & credibility and have some fun with someone who is a good fit for them. They can use TikTok's Creator Marketplace to find someone who might work well with them.

Q3: July, August, September

July: Summer sales & sports

• Shoppers look for seasonal clearance bargains to start the Summer season with. This is also a good time for brands to showcase accommodation, flights, rentals, restaurants, experiences and travel products.
• Top tip: July is a good time for brands to start planning marketing strategy and getting creative assets together for their Black Friday and Q4 campaigns.

August: Back to School season begins

• Parents of school-aged children and teenagers will be looking to restock school supplies, electronics, clothing, accessories and snacks. Back-to-school can start as early as mid-August, but most schools will have started by early September.
• Top tip: Brands should try out Spark Ads. This time of year sees lots of users posting organic content where they may recommend products for other parents or college students to buy.

September: Fashion & tourism

• The London Fashion Week for SS25 will take place from Thursday 18 September. This calendar moment is great for clothing brands, makeup or accessories business.
• 27 September is World Tourism Day. It is a great opportunity for brands focused on accommodation, flights, rentals, restaurants, experiences or travel products.
• Top tip: Businesses can take a look at the CapCut for Business website to find an easier way to streamline the editing of assets between multiple stakeholders.

Q4: October, November, December

October: Black History Month, World Mental Health Day & Halloween

• The best time to #SupportBlack businesses is all year round, but October in particular is all about celebrating Black achievements and elevating Black voices, and that includes Black-owned businesses.
• Brands should use this month to share the story and inspiration behind their Black-owned business – or highlight others that have been an inspiration to them.
• World Mental Health Day on 10 October is a time for brands to connect with their entire community and make a positive impact by sharing how their products or services promote self-care, stress reduction or wellbeing.
• With the end of October comes Halloween on 31 October.
• Top tip: Businesses need to make sure to focus on working with a diverse range of creators for various campaigns.

November: Sales & gifting season gets underway

• Singles' Day is on 11 November. This is a day where single people all over the globe treat themselves because being solo doesn't stop them from shopping for something nice.
• Black Friday will take place on 28 November. Proper planning for Black Friday could make or break brands' performances for the year, so they need to get started early. Many brands will start their planning in mid-summer.
• 29 November is Small Business Saturday. This is a day where brands can reflect on how far their business has come, as well as sharing their business' values to build brand awareness.
• Top tip: Brands should follow their hook with key selling points and close out with a strong call-to-action (CTA). Including a CTA is key because it prompts the viewer to take a specific action, such as visiting a website, following a brand on TikTok, or making a purchase.

December: Holiday fever

• 1 December is Cyber Monday, the final month of the year is one of the most important sales periods for brands to plan ahead for.
• December is a great time for brands to connect with last-minute shoppers. Consumers will be looking for the perfect Christmas or New Years outfits, decorations, recipes and more.
• Decemberʼs marketing push will likely focus on those key shopping dates before the delivery cut off – usually somewhere between 10-18 December.
• Top tip: Brands should make the most of Q5 (the period between Christmas and the New Year) by producing ads with a self-care or self-gifting narrative. This is the time when people are treating themselves after a busy period of gifting others.

For the full calendar and other regions, visit tiktok.com.

DIARY directory members can see upcoming awareness dates here.