Key dates for 2021 product demo planning

Anchoring marketing activity to key moments in the annual calendar is nothing new – and this seasonality applies to product demos and sampling campaigns, too. There are four different types of demo that we offer at WDS, all with different lead times and benefits, with some working better than others for different seasonal occasions. 

  • Single demo: A simple, cost-effective, one-day demo with a fast turnaround (3 week lead time).
  • Super demo: A high-impact, high-profile demo lasting a week or longer, perfect for standing out from the crowd with a bit of drama and spectacle. Lead times tend to be longer (6-8 weeks).
  • Dual demos: Pairing two complementary products from two different vendors, think chocolates and fizz for Valentine’s Day, or strawberries and cream for Wimbledon. 
  • Special events: A 5-14 day roadshow that is perfect for demonstrating new or limited edition products – including launches that coincide with a particular time of year or calendar date. 

If you’re looking to plan seasonal demos in for 2021, now is the time to think carefully about demo types and lead times – as well as about key dates in the calendar that you can tie in with your product launch or for an extra awareness and sales boost. So, to make it easier, we’ve curated a 2021 calendar for you to use, to plan ahead and really give your engagement and sales levels a boost.

Learn more about which type of demo might best suit your products


Dry January: Soft drinks and alcohol-free drinks.

Veganuary: A great time to promote plant-based products.

25th – Burns Night: All things Scottish and celebratory. 



12th – Chinese New Year: Help consumers to celebrate the Year of the Ox.

14th – Valentine’s Day: Flowers, chocolates, fizz, perfumes and more! 

16th – Shrove Tuesday: Pancake ingredients, toppings and cookware will be a hit! 

20th – Love Your Pet Day: Promote your products for consumers’ furry friends.

22nd (to March 7th) – Fairtrade Fortnight: Demonstrate the benefits of Fairtrade products.


Want to know who’s who on the WDS team? Click here.



1st – St David’s Day: Time to celebrate all things Welsh! 

1st – 7th – British Pie Week: A celebration of one of Britain’s favourite foods.

14th – Mother’s Day: A great gifting occasion for mums everywhere.

17th – St Patrick’s Day: Bound to bring you the luck of the Irish! 

20th – First day of Spring: The perfect time for spring cleaning demos.

28th – 29th: Holi: The Hindu celebration of spring and all things new.



4th – Easter Sunday: Ideal for everything from chocolate treats to cookware and joints of meat.

7th – World Health Day: Perfect for all manner of health and wellness products.

11th – National Pet Day: Pet products, cleaning products and more. 

21st – National Tea Day: Celebrating the nation’s most loved drink.

22nd – Earth Day: The perfect time to demonstrate your eco-friendly products.

23rd – St George’s Day: A day for all things quintessentially English.



TBC – British Sandwich Week: Celebrating one of Britain’s most popular culinary inventions.

1st – May Day: A great excuse for cakes and other treats. 

13th – World Cocktail Day: Spirits, mixers, garnishes and cocktail equipment would work well here.

17th – World Baking Day: Tap into the nation’s love of shows like Great British Bake Off.

25th – 29th – Chelsea Flower Show: Get your green-fingered demos booked in here! 

29th – National Biscuit Day: Did you know that British biscuit consumption is the highest in the world?

31st – 6th June: National BBQ Week: Food and drink, cooking equipment – even garden furniture and decorative items. 

31st – Spring Bank Holiday: Another great opportunity to get consumers looking forward to the arrival of summer. 



TBC – Diabetes Week: A great time for demos of low sugar and sugar-free products.

1st – World Milk Day: Try promoting both dairy milk and non-dairy alternatives.

3rd – National Fish and Chip Day: Deep fat or air fryers, new condiments…what’s it to be?

12th (to July 21st) – Euro 2021: A great time to capitalise on football fever.

14th – 20th – Food Safety Week: Raising awareness of food safety in the home. 

15th – National Beer Day: A great time to arrange a sampling session. 

20th – Father’s Day: Time to promote men’s gifts. 

23rd – 27th – Glastonbury Festival: Could camping equipment be a good shout just prior?

28th (to July 3rd) – Wimbledon Championship: Strawberries, cream, fizz – even deckchairs for Henman Hill.


Our return to product demos has involved a great deal of work – as you’ll see from our guide.


7th – World Chocolate Day: It’s not just for Christmas…



29th – 30th – Notting Hill Carnival: Get consumers in the carnival spirit! 

30th – Summer Bank Holiday



All month – Sourdough September: Encouraging home bakers to make their own. 

All month – Organic September: Raising awareness of the benefits of organic produce. 

18th (to 3rd October) – British Food Fortnight: Celebrating the very best of British food. 



1st – International Coffee Day: Celebrated across the globe. 

1st – World Vegetarian Day: Tap into the ever-growing number of non-meat eaters.

3rd – London Marathon: Demo products for experienced and novice runners alike. 

7th – 12th: National Curry Week: A great opportunity for cookery demos! 

21st – Apple Day: Cider, apples, apple juice, coring products – there’s a wealth of opportunity here.

31st – Halloween: Host demos for products for parties at home, or trick or treating gifts.



All month – Movember: Excite customers about shaving products, ready for when November is over.

1st November – World Vegan Day: Promoting the benefits of veganism for both humans and the environment.

5th – Bonfire Night: Tap into traditional celebrations.



25th – Christmas Day: Super demos or special events around this time can help you stand out from the crowd.

26th – Boxing Day: A time to relax with family…and potentially to start Christmas clean-up operations!

31st – New Year’s Eve: Plan your demos with parties in mind. 


Of course, all of these events are subject to COVID-19 restrictions that may or may not be in place. However, as 2020 has shown, people still want to celebrate occasions that are meaningful to them, even though it may be in a different way to normal! 


If you’re looking for help with planning your 2021 product demos or sampling campaigns, give us a shout.


Images: Unsplash – no attribution needed & By Piman Khrutmuang Via Adobe Stock