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2026 Moments
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Retail Occasions
1st New Year
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9th – 18th Motor Show
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12th – 1st Feb Australian Open
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19th Blue Monday
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Roadblock
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Retail Occasions
14th Valentine's Day
23th Carnival holidays FR
Sporting Moments
6th – 22nd Winter Olympics
Cultural Moments
17th Fat Tuesday, Chinese New Year
& Ramadan
Retail Occasions
8th International Women’s Day
21th Easter shopping
Cultural Moments
19th Final fast of Ramadan
Retail Occasions
4th – 6th Easter weekend
6th – 19th School holidays NL
27th – 10th May School holidays FR
Sporting Moments
5th Tour of Flanders
Cultural Moments
1st April Fool’s
4th – 6th Easter
Retail Occasions
14st Father's Day
Sporting Moments
11th – 19th Jul FIFA World Cup
29th – 12th Wimbledon
Cultural Moments
1st – 30th Pride Month
Entertainment
26th – 28th Couleur Café
26th – 28th Paradise City
Retail Occasions
1st School holidays FR/NL & Summer Sales
21tst National Day
Sporting Moments
4th – 26th Tour de France (men’s)
17th – 19th Belgian Grand Prix
19th World Cup final
Entertainment
1st – 05th Rock Werchter
01th – 05th Les Ardentes
02th – 05th Rampage Open Air
10th – 12th Ostend Beach
10th – 12th Cactus Festival
1st – 05th Dour Festival
16th – 19th Tomorrowland (1st weekend)
17th – 19th Gentse Feesten
23th – 26th Tomorrowland (2nd weekend)
31st – 09th August Lokerse Feesten
Retail Occasions
1st Back to School NL
20th Brussels' Car-free Day
Sporting Moments
16th Start of Champions League
Retail Occasions
1st – 31st Pink October Month
31st Halloween
26th – 1st Nov All Saints' holidays
Retail Occasions:
1st – 30th Movember
1st All Saints' Day
11th Armistice
26th Thanksgiving
27th Black Friday
30th Cyber Monday
Cultural Moments
9th – 20th UN Climate Change Conference
Retail Occasions
1st – 24th Advent Calendar
6th Sint-Nicholas
21st – 1st Jan Christmas holidays (FR + NL)
24th Christmas' Eve
25th Christmas Day
31st New Year's Eve
Cultural Moments
14th – 15th G20 Miami Summit
New Year
Dry January
Winter sales
Bank Holiday
Mother’s Day
Easter weekend
School holidays
Valentine’s Day
Father’s Day
School holidays / Summer sales
Back to school
Halloween
Black Friday
Cyber Monday
Christmas Day
20KM of
Brussels
Various Football Finals
Tour of Flanders
Wimbledon Championships
Tour de France (women’s)
Field Hockey World Cup
Tour de France (men’s)
Blue Monday
Ramadan
Fat Tuesday
International Women’s Day
Easter
Pride season
G20 Summit
Movember
Retail Occasions
10th Mother's Day
Sporting Moments
30th UEFA Champions League finale
Cultural Moments
1st Labor Day
14th Ascension
25th Pentecost
Entertainment
31th 20K of Brussels
Roadblock
14th Valentine’s Day
Roadblock
8th International Women’s Day
19th Final fast of Ramadan
21st Easter shopping
Roadblock
4th – 6th Easter weekend
Roadblock
1st Bank Holiday build up
2nd Bank Holiday weekend
16th FA Cup final
22nd Bank Holiday build up
23rd Bank Holiday weekend
24th Premier League final day
Roadblock
11th World Cup opening game
14th Father’s Day
Roadblock
19th World Cup final
Roadblock
Roadblock
Roadblock
31st Clocks go back / Halloween
Roadblock
23rd Black Friday pre-sales
27th Black Friday
30th Cyber Monday
Roadblock
31st New Year’s Eve
Winter Olympics
Find your moment
Premier League season end
Ramadan
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 in Harmony
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 want to make a splash and mark the occasion across 2026, or just need a bit more info on a specific event, don't hesitate to tell us what! Fill out the form and one of our team will get back to you shortly.
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Explore the World Cup hub
School holidays
Australian Open
Retail Occasions
24th Back to School FR
Sporting Moments
1st – 9th Tour de France (women’s)
15th – 30th Field Hockey World Cup
Entertainment
06th – 09th Ronquières Festival
06th – 09th Alcatraz Metal Festival
07th – 09th Suikerrock
14th – 16th We Can Dance
20th – 23th Pukkelpop
27th – 30th Maanrock
Motor Show
Festival season
Belgian Grand Prix
FIFA World Cup 2026
Australian Open
Belgian National Day
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
