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Retail Occasions
14th
19th – 23rd London Fashion Week
Sporting Moments
6th – 22nd Winter Olympics
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Cultural Moments
17th Pancake Day
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17th - 18th Mar
Entertainment
1st GRAMMY Awards
22nd BAFTA Film Awards
28th BRIT Awards
Retail Occasions
15th
Sporting Moments
22nd EFL Cup final
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4th Holi
8th International Women’s Day
17th St Patrick’s Day
19th – 20th Eid al-Fitr
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15th Oscars
26th HBO Max UK launch
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30th Mar – 10th School holidays
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9th – 12th The Masters
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1st April Fool’s
3rd – 6th Easter / religious festivals
Valentine’s Day
Retail Occasions
21st
Jun - Sep Summer sales / Festival season
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11th – 19th Jul
12th – 5th Jul ICC World T20 (women’s)
16th – 20th Royal Ascot
29th – 12th Jul
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1st – 30th
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10th – 14th Download Festival
12th – 4th Jul Harry Styles, Wembley
18th – 21st Isle of Wight Festival
18th
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Sporting Moments
2nd – 5th F1 British Grand Prix
4th – 26th Tour de France (men’s)
12th – 19th The Open
23rd – 2nd Aug Commonwealth Games
Entertainment
10th – 12th Wireless Festival
17th The Odyssey
17th – 19th Fat Boy Slim, Brighton Beach
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Sporting Moments
1st – 9th Tour de France (women’s)
15th – 30th Field Hockey World Cup
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29th – 31st Notting Hill Carnival
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7th – 31st Edinburgh Fringe Festival
14th – 19th The Weeknd, London O2
15th – 1st Sep Ariana Grande, London O2
27th – 30th Reading Festival
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Retail Occasions
1st
17th – 21st London Fashion Week
Sporting Moments
4th – 13th Women’s Basketball World Cup
7th – 13th Solheim Cup
25th – 27th Laver Cup
Cultural Moments
Mid-Sep Freshers Week
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6th MTV VMAs
Retail Occasions
31st
Sporting Moments
5th / 12th / 19th NFL London Games
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1st – 31st Black History Month
Retail Occasions
27th
30th Cyber Monday
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1st – 30th Movember
5th Bonfire Night
8th Diwali
9th – 20th UN Climate Change Conference
11th Remembrance Day
22nd – 23rd G20 Summit
Entertainment
19th Grand Theft Auto VI
Retail Occasions
19th Super Saturday
25th
26th Boxing Day
Cultural Moments
4th – 12th Hanukkah
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18th Avengers: Doomsday
18th Dune: Part Three
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Premier League Season End
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Field Hockey World Cup
Tour de France (men’s)
Women’s Basketball World Cup
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Blue Monday
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Holi
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Sporting Moments
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Eurovision Final
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Wireless
Festival
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Latitude Festival
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The Weeknd
Ariana Grande
MTV VMAs
Roadblock
7th Valentine’s shopping
14th Valentine’s Day
Roadblock
7th Mother’s Day shopping
8th International Women’s Day
15th Mother’s Day
17th St Patrick’s Day
19th Final fast of Ramadan
21st Easter shopping
30th Clocks go forward
Roadblock
2nd Easter weekend
Roadblock
1st Bank Holiday build up
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16th FA Cup final
22nd Bank Holiday build up
23rd Bank Holiday weekend
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Roadblock
11th World Cup opening game
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13th – 24th Scotland game build up
14th – 25th Scotland game reaction
17th – 27th England game build up
18th – 28th England game reaction
21st Father’s Day
29th Wimbledon begins
Roadblock
3rd F1 British Grand Prix - opening day
4th F1 British Grand Prix - qualifying day
5th F1 British Grand Prix - race day
12th Wimbledon final
13th Wimbledon final reaction
17th School’s out
19th World Cup final
20th World Cup final reaction
Roadblock
22nd Premier League kick-off
28th Pre August Bank Holiday
Roadblock
5th International Day of Charity
5th World Beard Day
8th Champion’s League kick-off
Roadblock
2nd World Smile Day
24th Halloween prep
31st Clocks go back / Halloween
Roadblock
1st World Vegan Day
2nd First work day post clocks change
8th Remembrance Sunday / Diwali
16th Black Friday pre-sales
23rd Black Friday pre-sales
27th Black Friday
30th Cyber Monday
Roadblock
18th Frantic Friday
19th Super Saturday
26th Boxing Day
31st New Year’s Eve
Winter Olympics
Find your moment
Mother’s Day
Easter weekend
Father’s Day
Back to school
Halloween
Black Friday
Christmas Day
Wimbledon
FIFA World Cup
Premier League season end
Ramadan
Pride month
Eurovision final
The OMAs
Source: Toluna Halloween Retail Occasions Survey, April 25. UK Adults N=991
Halloween is celebrated across the UK by audiences of all ages, ensuring they’re stocked up on chocolate and have the scariest outfit to match the occasion.
OOH advertising in proximity to physical points of purchase increases a brands presence. With many shoppers choosing to purchase or research in-store, brands can boost their physical availability through smart OOH planning ensuring they’re present in the right locations where buying decisions are made.
Halloween
89%
of 18-34s intend to make a purchase for Halloween this year
84%
of Halloween shoppers said they visited a physical store for inspiration before purchasing online
Source: Toluna Black Friday Retail Occasions Survey, May 25, *Mintel – Black Friday 2024
Black Friday, one of the highly anticipated retail occasions of the year which has expanded from one day to a whole week of sales for eager bargain hunters. It draws in both new and returning shoppers nationwide who are gearing up for major deals and discounts as retailers prepare for one of the biggest shopping events of the year.
Black Friday
85%
of UK adults have previously made a purchase for Black Friday
69%
made a Christmas purchase during the Black Friday period in 2024*
Source: Toluna Christmas Retail Occasions Survey, June 25. UK Adults = 1102.
Christmas is the biggest of the retail occasions in the UK that engages almost the entire UK population every year. Shoppers gear up to buy gifts for loved ones and shopping to celebrate the festive season.
Crucially, it acts as a Category Entry Point, prompting consumers to engage with categories they may not have considered in months. From decorations, clothing, footwear, technology and beauty items, Christmas is a moment when brand choices are made, and habits are formed.
Christmas
94%
of UK adults intend to make a purchase for Christmas this year
48%
of shoppers will buy in malls or shopping centres for Christmas
Source: Mintel, July 2024 / Toluna Survey May 25, 2025
Back-to-School, the time of the year that signifies to parents that the summer holidays are ending, is one of the biggest retail occasions across the country. It brings parents, students and teachers into the shops as they prepare for the start of the new school year.
Back to School
81%
of families intend to make a purchase for Back-to-School this year
84%
of Back-to-School family shoppers will purchase clothing or footwear
Source: Bauer Media Outdoor Sports Advertising Survey July - September 2023
The 2026 World Cup sets the stage for brands to connect with the nation and tap into the scale and energy of the tournament. With unmatched reach and regional relevance, OOH puts brands in the box seat. And with advertising around major cultural peaks proven to lift brand perceptions, this year’s tournament is a moment no brand can afford to miss.
World Cup
7,600
pubs and bars within walking distance to Bauer Media Outdoor’s Adshel Live network
+68%
in brand perceptions when using OOH to align with major tournaments
Wimbledon:
Brands that aced their campaign
Source: Toluna Easter Retail Occasions Survey, October 25 N=1117
Easter is one of the biggest retail occasions in the UK. It draws in both new and returning shoppers across the country as shoppers get ready to celebrate Easter with family, friends, and plenty of seasonal treats.
Crucially, it acts as a Category Entry Point, prompting consumers to engage with categories they may not have considered in months. From chocolate eggs, sweets and cakes, Easter is a moment when brand choices are made, and habits are formed.
Easter
91%
of UK adults are likely to make a purchase
80%
of online shoppers visited a physical store for inspiration before purchasing
Source: Mintel, July 2024 / Toluna Survey May 25, 2025
Father’s Day, although not as large as Mother’s Day commercially, is a widely celebrated retail occasion across the UK that brings both new and returning shoppers into stores as siblings and parents shop to spoil the important men in their lives.
Crucially, it acts as a Category Entry Point, encouraging consumers to engage with categories they may not have considered in months. From confectionery and grooming to tech and gifting, Father’s Day is a moment when brand choices are made and habits are formed.
Father’s Day
79%
of 16-34s bought a Father's Day gift in 2024
40%
of Father's Day shoppers plan to buy gifts a week prior to the event
The Outdoor Media Awards are returning for the 20th year and it’s time to look back on your most stand out campaigns of 2025.
The awards celebrate creativity, planning, effectiveness and innovation. So, if you've been involved in a campaign that will turn our judges' heads, then make sure you’re ready for when entries open on the 22nd January.
Find out more about the OMAs
The OMAs
Pride Month:
Brand inspiration
Eurovision
Brands that hit the right note
Source: Toluna Mother’s Day Retail Occasions Survey, September 25. UK Adults N=1024
Mother’s Day is a retail occasion celebrated nationwide, where siblings and parents prepare to spoil the important women in their lives, whether they’ve prepared presents in advance or left it to the last minute, it’s a key date in the calendar for brands to mark.
Crucially, it acts as a Category Entry Point, prompting consumers to engage with categories they may not have considered in months. From confectionery, beauty and jewellery, Mother’s Day is a moment when brand choices are made, and habits are formed.
Mother’s Day
67%
of UK adults intend to shop for Mother’s Day
77%
of shoppers start planning purchases at least a month before
Source: TGI, Nov 25 – I always buy vegan products when possible (exc food) and I prefer vegan food/drink (any agree%) / Toluna Audience In Focus survey, Sept 25
As consumers become more health conscious and look to reduce their meat consumption, it’s no surprise that the UK vegan market is seeing huge growth. OOH provides the right ingredients for brands looking to increase brand consideration, drive sales and boost brand fame. From product launches to sales activation, these are just some of the ways brands have used the flexibility of OOH to plant their message.
Veganuary
46%
of vegans have taken an action having seen an OOH ad (23% more likely than all adults)
44%
of Veganuary shoppers start planning for Veganuary at least a few weeks before the event
Source: Toluna Valentine’s Day Retail Occasions Survey, August 25. UK Adults N=1000
Valentine’s Day, a time of the year filled with love, cards and many variations of chocolate! It’s a retail occasion where shoppers across the UK are preparing to celebrate and spoil their loved ones.
Crucially, it acts as a Category Entry Point, prompting consumers to engage with categories they may not have considered in months. From confectionery, beauty and jewellery, Valentine’s Day is a moment when brand choices are made, and habits are formed.
Valentine’s Day
53%
of UK adults will shop
on high streets or in malls for Valentine’s Day
85%
of Valentine’s Day shoppers live outside
of the M25
Premier League:
Brands that got match fit
Blue Monday:
Brighten up audiences in creative ways
Ramadan:
Britain shows up for Ramadan
Whether you’re wanting to make a real impact and leave your mark on moments across 2026, or just want to find out more information around a specific occasions, get in touch by filling out the form and one of our team will be in touch shortly.
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2026 Moments
Veganuary 1st - 31st
Retail Occasions
Sporting Moments
Cultural Moments
Entertainment
Roadblocks
Macro Moments
New Year Promotions 1st - 31st
January Sales Early to mid Jan
Australian Open 12th Jan - 1st Feb
Blue Monday 19th
Golden Globes 11th
Valentine’s Day 14th
London Fashion Week 19th - 23rd
Super Bowl 8th
Pancake Day 17th
Chinese New Year 17th
Ramadan 17/18th Feb - 19/20th Mar
BAFTA Film Awards 15th
GRAMMY Awards 22nd
BRIT Awards 28th
Valentine’s Shopping 7th
Mother’s Day 15th
EFL Cup Final 22nd
Holi 4th
International Women’s Day 8th
St Patrick’s Day 17th
Eid al-Fitr 20th or 21st
Oscars 22nd
Mother's Day Shopping 7th
Final fast of Ramadan 19th
Easter Shopping 21st
Clocks Go Forwards 30th
January
February
March
NBA London Games 18th
Burns Night 25th
Easter Weekend 3rd - 6th
April
May
June
Grand National 11th
The Masters (Golf) 9th - 12th
London Maraton 26th
Easter & Religious Festivals 3rd - 6th
Pre-Easter Weekend 2nd
Premier League 15th Aug - 4th May
IIHF World Championship 15th - 31st
FA Cup Final 16th
UEFA Europa League Final 20th
Challenge Cup Final (Rugby) 22nd
Championship Play-Off Final 23rd
UEFA Champions League Final 30th
Eid al-Adha 26th or 27th
Local Elections 7th
Cannes Film Festival 12th - 23rd
Eurovision 16th
Father's Day 21st
Summer Sales & Festival Season 1st Jun - Aug
Summer Sales & Festival Season 1st Jun - Aug 31st
FIFA World Cup 11th Jun - 19th Jul
FIFA World Cup 11th Jun- 19th Jul
ICC World T20 (Women's) 12th Jun - 5th Jul
ICC World T20 (Women's) 12th Jun- 5th Jul
Royal Ascot 16th - 20th
Wimbledon Championship 29th Jun - 12th Jul
Wimbledon Championship 29th Jun - 12th Jul
Pride Month 1st - 30th
UN Climate Conference 8th - 18th
Download Festival 12th - 14th
Isle of Wight Festival 18th - 21st
Outdoor Media Awards 18th
TRNSMT, Glasgow 19th - 21st
July
August
September
Back to School 1st - 2nd
London Fashion Week 17th - 21st
F1 Grand Prix 3rd - 5th
Tour de France (Men's) 4th - 26th
The Open (Golf) 12th - 19th
Commonwealth Games 23rd Jul - 2nd Aug
Tour de France (Women's) 1st - 9th
Field Hockey World Cup 15th - 30th
Laver Cup (Tennis) 25th - 27th
FIBA Basketball World Cup (Women's) 4th - 13th
Solheim Cup (Golf) 7th - 13th
Nottinghill Carnival 30th - 31st
Freshers Week Late Sept
Wireless Festival (London) 10th - 12th
Fatboy Slim (Brighton Beach) 17th - 19th
Latitude Festival (Suffolk) 23rd - 26th
Edinburgh Fringe Festival 7th - 31st
Ariana Grande, London O2 15th - 31st
The Weeknd, London O2 14th - 19th
Reading Festival 28th - 30th
Leeds Festival 28th - 30th
MTV VMAs 6th
NFL London Games 5th - 19th
October
November
December
Halloween 31st
Movember 1st - 30th
Black Friday 27th
Cyber Monday 30th
Christmas Day 25th
Boxing Day 26th
Super Saturday 19th
Black History Month 1st - 31st
Bonfire Night 5th
Diwali 8th
Rememberance Sunday 11th
Hanukkah 4th - 12th
Source: TGI, Nov 25 – I always buy vegan products when possible (exc food) and I prefer vegan food/drink (any agree%) / Toluna Audience In Focus survey, Sept 25
As consumers become more health conscious and look to reduce their meat consumption, it’s no surprise that the UK vegan market is seeing huge growth. OOH provides the right ingredients for brands looking to increase brand consideration, drive sales and boost brand fame. From product launches to sales activation, these are just some of the ways brands have used the flexibility of OOH to plant their message.
46%
of vegans have taken an action having seen an OOH ad (23% more likely than all adults)
44%
of Veganuary shoppers start planning for Veganuary at least a few weeks before the event
Veganuary
Source: Toluna Valentine’s Day Retail Occasions Survey, August 25. UK Adults N=1000
Valentine’s Day is one of the biggest retail occasions in the UK. It draws in both new and returning shoppers across the country. Nationwide, shoppers are preparing to celebrate and spoil their loved ones.
Crucially, it acts as a Category Entry Point, prompting consumers to engage with categories they may not have considered in months. From confectionery, beauty and jewellery, Valentine’s Day is a moment when brand choices are made, and habits are formed.
Valentine's Day
Previous
quarter
Next
quarter
53%
of UK adults will shop
on high streets or in malls for Valentine’s Day
85%
of Valentine’s Day shoppers live outside
of the M25
Source: Toluna Mother’s Day Retail Occasions Survey, September 25. UK Adults N=1024
Mother’s Day is one of the biggest retail occasions in the UK. It draws in both new and returning shoppers across the country. Nationwide, shoppers are preparing to celebrate and spoil the important women in their lives.
Crucially, it acts as a Category Entry Point, prompting consumers to engage with categories they may not have considered in months. From confectionery, beauty and jewellery, Mother’s Day is a moment when brand choices are made, and habits are formed.
Mother's Day
67%
of UK adults intend to shop for Mother’s Day
77%
of shoppers start planning purchases at least a month before
Source: Toluna Easter Retail Occasions Survey, October 25 N=1117
Easter is one of the biggest retail occasions in the UK. It draws in both new and returning shoppers across the country. Shoppers are getting ready to celebrate Easter with family, friends, and plenty of seasonal treats.
Easter is a Category Entry Point that promps consumers to engage with categories they don't consider regularly. Chocolate eggs, sweets and cakes, Easter is a moment when brand choices are made, and habits are formed.
Easter
91%
of UK adults are likely to make a purchase
80%
of online shoppers visited a physical store for inspiration before purchasing
Source: Mintel, July 2024 / Toluna Survey May 25, 2025
Father’s Day is one of the key retail moments in the UK calendar. It brings both new and returning shoppers into stores nationwide, as people prepare to celebrate and spoil the important men in their lives.
Crucially, it acts as a Category Entry Point, encouraging consumers to engage with categories they may not have considered in months. From confectionery and grooming to tech and gifting, Father’s Day is a moment when brand choices are made and habits are formed.
Father’s Day
79%
of 16-34s bought a Father's Day gift in 2024
40%
of Father's Day shoppers plan to buy gifts a week prior to the event
Source: Mintel, July 2024 / Toluna Survey May 25, 2025
Back-to-School is one of the biggest retail occasions in the UK. It draws in both new and returning shoppers across the country. Nationwide, parents, students, and teachers are shopping as they prepare for the start of a new school year.
Back to School
81%
of families intend to make a purchase for Back-to-School this year
84%
of Back-to-School family shoppers will purchase clothing or footwear
Source: Toluna Halloween Retail Occasions Survey, April 25. UK Adults N=991
Halloween is one of the biggest retail occasions in the UK, drawing in many shoppers - parents, teenagers and young adults. OOH advertising in proximity to physical points of purchase increases a brands presence. With many shoppers choosing to purchase or research in-store, brands can boost their physical availability through smart OOH planning ensuring they’re present in the right locations where buying decisions are made.
Halloween
89%
of 18-34s intend to make a purchase for Halloween this year
84%
of Halloween shoppers said they visited a physical store for inspiration before purchasing online
Source: Toluna Black Friday Retail Occasions Survey, May 25, *Mintel – Black Friday 2024
Black Friday is one of the biggest retail occasions in the UK. It draws in both new and returning shoppers across the country. Nationwide, shoppers are gearing up for major deals and discounts as retailers prepare for one of the biggest shopping events of the year.
Black Friday
85%
of UK adults have previously made a purchase for Black Friday
69%
made a Christmas purchase during the Black Friday period in 2024*
Source: Toluna Christmas Retail Occasions Survey, June 25. UK Adults = 1102.
Christmas is one of the biggest retail occasions in the UK. It’s an event that engages most of the UK every year. Nationwide, shoppers are gearing up to buy gifts for loved ones and shopping to celebrate the festive season.
Christmas is a Category Entry Point, prompting engagement with hundreds of categories. From decorations, clothing, footwear, to technology and beauty items, Christmas is a moment when brand choices are made, and habits are formed.
Christmas
94%
of UK adults intend to make a purchase for Christmas this year
48%
of shoppers will buy in malls or shopping centres for Christmas
Premier League 15th Aug - 4th May
Premier League:
Brands that got match fit
Source: Bauer Media Outdoor Sports Advertising Survey July - September 2023
The 2026 World Cup sets the stage for brands to connect with the nation and tap into the scale and energy of the tournament. With unmatched reach and regional relevance, OOH puts brands in the box seat. And with advertising around major cultural peaks proven to lift brand perceptions, this year’s tournament is a moment no brand can afford to miss.
World Cup
7,600
pubs and bars within walking distance to Bauer Media Outdoor’s Adshel Live network
+68%
in brand perceptions when using OOH to align with major tournaments
Blue Monday:
Brighten up audiences in creative ways
Wimbledon:
Brands that aced their campaign
Ramadan:
Britain shows up for Ramadan
Pride Month:
Brand inspiration
The Outdoor Media Awards are returning for the 20th year and it’s time to look back on your most stand out campaigns of 2025.
The awards celebrate creativity, planning, effectiveness and innovation. So, if you've been involved in a campaign that will turn our judges' heads, then make sure you’re ready for when entries open on the 22nd January.
The OMAs
Find out more about the OMAs
Eurovision
Brands that hit the right note
Get in touch
