Dates to Celebrate Mothers-in-Law, Mad Hatters and More in October

1 Achtung! It’s German-American Heritage Month. No country has provided more to America in terms of people (largest ancestry base) or had a bigger impact on the fields of food (hamburgers), good times (beer) and arguably design. Strike up the polka band: It’s time for an Oktoberfest trunk show. (Meissen, Atelier Zobel, Thomas Sabo, Niessing, Hellmuth …there’s also no shortage of awesome German jewelry!)

6 Put on your crazy marketing hat, and ask your social media followers: “Have I gone mad?” It’s National Mad Hatter Day. Great for announcing a sale.

28 Behind every successful man stands a devoted wife … and a surprised mother-in-law. Urge the men on your email list to double that surprise on Mothers-In Law’s Day with a small token of appreciation for all their babysitting and “understanding.”

31 Break out the (marketing) tricks. Break out the treats. Halloween is here! Encourage your staff to dress up and post the photos. Halloween is a good low-key date to kick off your holiday season campaign.