Quebec runs on a commercial calendar that exists nowhere else in Canada. A brand applying the Toronto calendar here misses half the peaks and arrives late for the other half.

Moving day on the first of July

A large share of leases end on the thirtieth of June, and a striking number of households move on the same day. It is an annual peak for furniture, appliances, storage, home insurance, cleaning and moving services. Content gets produced in April and runs in May and June.

Maple syrup season

From late February to early April, maple shapes a whole season: family outings, derived products, restaurants, regional tourism. It is a highly visual and highly identity driven moment, so content filmed then serves beyond the season itself.

Carnival and a winter people own

February is quiet almost everywhere in Canada, except in Quebec where winter is a product. Winter sports, festivals, comfort food and snow tourism fill a season other markets treat as a hole in the year.

The twenty fourth of June

The national holiday is a strong identity date, widely observed, and the eve of a long weekend. Local brands are expected to show up. Brands from elsewhere should either take part properly or stay out: a clumsy appropriation is noticed instantly.

Thanksgiving in October

Unlike the United States, Canadian Thanksgiving falls in October, which shifts the whole reading of the last quarter. Black Friday and Boxing Day both exist too, but Boxing Day remains a major clearance date here and should not be treated as a footnote.

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Frequently asked questions

Which date exists only in Quebec?

Moving day on the first of July.

When should we produce for it?

In April, to run in May and June.

Is February really quiet?

No, in Quebec winter is a product.

Should we join the national holiday?

Properly, or not at all.