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Instagram content calendar for a clothing store

A store's year is built around two things it can't move — the seasons and the sale calendar — and everything else fits between them. Planning a month at a time keeps the feed consistent when the stock isn't. Here's the year in twelve months.

Updated September 6, 2026

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Mind the seasons

Written for the northern hemisphere. If you're south of the equator, swap the seasons — the sale and gifting weeks stay where they are.

  • 01

    January

    End-of-season sale. The month is about clearing, not launching.

    • The sale, with the percentage and the deadline in the image
    • Last sizes of a best seller
    • A styling post: how to wear what's left
  • 02

    February

    Between seasons. Quiet, and a good month for brand content.

    • Behind the scenes: the workshop or the fabric
    • A Valentine's gift idea under a set price
    • An outfit of the week from carryover stock
  • 03

    March

    The new season lands. The biggest launch of the first half.

    • The spring collection, with the date and where to buy
    • A first look, posted before it lands
    • New sizes or colours in a returning piece
  • 04

    April

    The collection is out. Now it has to be styled.

    • Outfit of the week: three pieces together
    • A restock of whatever sold first
    • Free shipping threshold or in-store pickup
  • 05

    May

    Mother's Day, plus the first warm-weather buying.

    • A gift guide by price for Mother's Day
    • The lightest pieces of the season
    • A customer wearing it, with permission
  • 06

    June

    Peak season selling. Everything is available and nothing is discounted.

    • The best seller, restocked and named
    • A summer capsule: five pieces
    • Store hours if they change for the season
  • 07

    July

    Mid-season sale in most markets.

    • The sale, with percentage and end date
    • What's not on sale and why it's worth full price
    • A holiday packing edit
  • 08

    August

    Clearing the last of the season while previewing the next.

    • Final sizes, final markdowns
    • A teaser of the autumn collection with a date
    • Behind the scenes of the next drop
  • 09

    September

    The autumn launch. The strongest month of the year for most stores.

    • The new collection, with the date and where to buy
    • Outfit of the week built from the drop
    • A restock of the piece that sold out first
  • 10

    October

    Steady selling. Depth over novelty.

    • A styling post: one piece, three ways
    • New sizes or colours
    • The fabric or the maker behind a key piece
  • 11

    November

    Gifting starts, and the discount weekend dominates.

    • A gift guide by price, second week of the month
    • The discount weekend, with the exact dates
    • A restock ahead of the gifting rush
  • 12

    December

    Gifts and deadlines. Shipping cut-offs matter more than styling.

    • Last shipping dates before the holidays, large and legible
    • Gift cards for the ones who left it late
    • In-store pickup hours over the holidays

Each of these is one line away from a finished post. The what-to-post guide develops eight of them in detail.

What if it planned this for you?The planner builds this same calendar for your business, not for clothing stores in generalWhat to post28 ideas for clothing stores, with the brief for each

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