How to schedule holiday-centric marketing

Is three weeks enough lead time for St. Patrick’s Day? What’s the ideal timetable for your Mother’s Day gift guide? And is real-time marketing (a la Oreo) right for your brand?

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Walk into a grocery store today, and you’ll already see Cadbury Eggs lining the shelves despite its still being February. (Don’t get me wrong, I could eat Cadbury Eggs any day of the year.) How early is too early to start rolling out holiday PR and marketing strategies, and when is it too late?

Let’s start with a recent marketing-conducive holiday: Valentine’s Day. We turned to our friend Google Trends to do a search over the past four years (2011-2014) to see when there was a visible uptick in searches for Valentine’s Day. Let’s take a look:

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