3 min read content marketing

What Should Be in a Marketing Calendar for an Online Store?

What Should Be in a Marketing Calendar for an Online Store?
Photo by Marissa Grootes / Unsplash

Running an online store can get chaotic; flash sales, seasonal campaigns, new arrivals and social media posts all pile up fast. Without a plan, it’s easy to miss key marketing opportunities. That’s where a marketing calendar comes in.

A marketing calendar helps eCommerce sellers plan, organize and track every piece of their promotional activity. It is a roadmap to growing an online store. It shows you what to post, when to post it and how it supports your sales goals.

In this article, we’ll break down exactly what should be included in a marketing calendar for an online store, with practical tips to help you get started.

1. Promotional Campaigns and Sales

Every great marketing calendar starts with the big picture. Identify major sales campaigns, such as:

  • Product launches
  • Black Friday / Cyber Monday deals
  • Flash sales or limited-time offers
  • Holiday campaigns (Valentine’s Day, Mother’s Day etc.)
  • End-of-season clearance

Add start and end dates for each campaign and outline the marketing channels you'll use (email, social media, paid ads etc.).

Tip: Start planning campaigns at least 3–4 weeks in advance so you can prepare content and assets on time.

2 . Product-Focused Content

Your marketing calendar should include content that showcases your products in a natural, helpful way. This includes:

  • Product highlights or features
  • How-to guides and tutorials
  • Customer testimonials or reviews
  • User-generated content
  • Restock alerts or “back in stock” promotions

Tie product-focused posts to what your audience is currently interested in — trends, seasons or even viral moments.

3. Social Media Posts

Social media is where most eCommerce brands build engagement and reach new audiences. Schedule your posts ahead of time, including:

  • Instagram Reels or Stories
  • Pinterest Pins
  • Facebook and Twitter updates
  • LinkedIn posts (if B2B)

Make sure to mix up post types, don’t just promote. Add value with tips, relatable memes, behind-the-scenes shots or industry news.

SEO/AEO (Answer Engine Optimization) Tip: Include clear, helpful captions like “How to Style Our Linen Jumpsuit in 3 Easy Steps” or “Best-Selling Skin Care, Ranked by Our Customers.”

SEO/AEO helps the respective platforms know where and when to show your content, and to whom they show it to. They usually do this using the keywords and hashtags in your posts.
For example: when someone searches for something like yellow outfit ideas for summer on Pinterest, your product would come up among the results if you used the right keywords in your product Pin description/caption.

4. Email Marketing Campaigns

Email is still one of the highest-ROI channels for online stores. Include these in your calendar:

  • Weekly newsletters
  • New arrival announcements
  • Cart abandonment sequences
  • VIP or loyalty updates
  • Product education series

Outline when each email will be sent, who the audience is, and what the goal is (clicks, purchases, sign-ups etc.).

5. SEO Content and Blog Posts

Content that helps people search and discover your store is long-term gold. Add blog articles to your calendar such as:

  • Buying guides
  • Product comparisons
  • Seasonal tips
  • SEO-optimized how-to content
  • Answering common customer questions

For example:
👉 “Best Skincare Routine for Oily Skin”
👉 “How to Choose the Right Laptop Stand for Your Setup”

Use keyword tools to plan these in advance and match them to search intent.

6. Key Events and Industry Dates

Add important dates like:

  • National holidays
  • Niche awareness days (e.g. “National Coffee Day” if you sell mugs)
  • Local events or expos
  • Shopify or platform-specific events

These dates help you tap into what’s already trending and stay relevant to your audience.

7. Analytics Checkpoints

It’s not just about planning, your marketing calendar should include time to review performance. Schedule recurring checkpoints for:

  • Weekly or monthly analytics reviews
  • Social media performance checks
  • Email open/click rates
  • Sales attribution
  • A/B testing results

Use these sessions to improve future content and double down on what works.

Bonus: Team Tasks and Ownership

If you work with a team (or even freelancers), your calendar should also show who is responsible for what. This includes:

  • Copywriting
  • Graphic design
  • Video production
  • Scheduling and publishing
  • Performance tracking

Use color coding or tags to keep everything clear.

Conclusion: Build a Marketing Calendar That Drives Sales

A marketing calendar for your online store isn’t just about posting regularly — it’s about aligning your content, campaigns and customer needs in one place.

Whether you’re just starting out or scaling your brand, building a thoughtful calendar helps you stay focused, hit your goals and grow your store with confidence.

Key Takeaways

  • Plan around key campaigns, products and seasons
  • Mix promotional, educational and engaging content
  • Schedule emails, blogs and social posts in advance
  • Track results and adjust your plan regularly
  • Stay consistent and build momentum over time

Want help creating your first marketing calendar?

Try Brevue’s free content calendar generator and get 7 days of ready-to-post content ideas tailored to your Shopify store.