Seasonal planning
Articles from the Konfidant team. Published weekly. Free to read.
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How to build a Q4 marketing plan using consumer sentiment data
29 Apr 2026
Build a Q4 marketing plan using consumer sentiment data: stop treating Q4 as one window – map the pressure curve, match the offer to the mood.
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What are the 7 steps of a seasonal marketing plan?
29 Apr 2026
The 7 steps of a seasonal marketing plan – from reading the customer mood to matching the offer. A sequence built around how people actually feel.
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Why do consumer spending habits change in spring?
29 Apr 2026
Why do consumer spending habits change in spring? Spring spending is progress spending – and it builds in two chapters. How to plan the sequence.
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How to plan marketing around low consumer confidence
29 Apr 2026
How to plan marketing around low consumer confidence: the predictable low weeks, not just the macro mood, wreck campaigns. Plan in emotional seasons.
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What do consumers actually want at Christmas?
29 Apr 2026
What do consumers actually want at Christmas? Most repeats every year – the interesting part is the build on top. The bedrock, and the 2025 layer.
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How does consumer confidence change across the year?
29 Apr 2026
How does consumer confidence change across the year? It moves with the seasons, not just the economy – the eight chapters and what each one means.
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How to use consumer data to plan seasonal marketing
29 Apr 2026
How to use consumer data to plan seasonal marketing: start with the customer's mood, not the calendar. Five moves to plan around emotional chapters.