A year is made of only twelve months, but thousands (or millions!) of customer touchpoints – each one with a unique personality. With that in mind, this year we created our very own buyer personas calendar, showcasing a different persona for each mont and season. Every year, retailers ask themselves: How will I find, identify and reach the right customer during Christmas? Or Halloween? Or Valentine's Day? Our proprietary tech answers that, reaching anyone, anywhere, with ads as individual as they, we, all are. And with our design team, we make sure your message is presented in the best way possible.

3. Theme: New year’s season sales / travel sales / new year
Name: Magda
Age: 31
Just getting into swimming and yoga, keeps signing up for
marathons and begrudgingly trains for it; inspired by Jean-Michel
Basquiat. Used to straighten her hair but wears her ‘fro natural.
Marketer for a printing studio. Spends her money on art supplies,
gigs, travel and tattoos.

5. Theme: Chinese new year / Valentine’s Day / Carnival
Name: Jay
Age: 38
Sociable, kind and funny. Follows cricket, rugby and football; plays squash.
Tottenham Hotspur supporter. Lives in Singapore with his wife and child, with
frequent travels for work as sales director for Philips Healthcare. Has always
longed to live by the water and now finally does. Loves his steak medium-rare.
Enjoys TV shows like Bojack Horseman and Last Week Tonight with John Oliver,
but lately into crime procedurals. Spends money on family trips, dining out, and
electronics.

7. Theme: Women (Int’l Women’s Day)
Name: Max
Age: 37
Runs the modern design department for a reputable
auction house, which boasts impressive auction records
from iconic designers such as Grant Featherson and
Clement Meadmore. Lives in Melbourne with her
girlfriend and their English bull dog Pickles, but looking
to move back to Europe over the next two years. Spends
money on dining out, art, frequent trips to Japan.

9. Theme: Spring (Easter)
Name: Cynthia
Age: 45
Loves knitting. Was once a freelancer for haute couture
brands. Founder her own knitting e-commerce
company, which has seen global success. Mother of
two. Has completed two Ironmans with her husband
Will. Originally from Hong Kong, and visits with her
family once a year. Spends money on sports and family
travels.

11. Theme: Spring break (May bank holidays)
Name: Amit
Age: 23
Writer, started his own quarterly magazine. Hosts talks on
diversity and inclusivity at the university. Into Muay Thai
boxing, festivals with lads. Freelancer. Mostly spends
money on going out, books, clothes and cigarettes.

13. Theme: Wedding season
Name: Chris
Age: 37
Romantic at heart. Secret squirrel when it comes to missions, only tells his
friends and family after he’s returned from a trip. Prefers to leave a voice note in
WhatsApp instead of texting. Lecturer at the university. Instagrams his cooked
meals. Eldest of three brothers, and loving uncle to their kids. Mostly spends
money on his frequent solo trips.

15. Theme: (Peak Travel Season, Amazon Prime Day?)
Name: Alex
Age: 25
Excited to go on his brother’s stag in a rented villa in Ibiza. Quite
active. Works hard but parties harder. Has a reputation of being a bit
of a casanova with the ladies, but total introvert at heart. Light
designer. Mostly spends money on clothing, art and going out.

17. Theme: Summer (still peak travel)
Name: Terry
Age: 53
Interests include yoga retreats, wild swimming and road trips with
her partner. Both her sons are musicians; she always shows
support at their live shows. Carefree laugh. Nurse. Mostly spends
money on retreats/travels.

19. Theme: Back to School season
Name: Sami
Age: Almost 17
Loves music festivals. All about instagram, snapchat, Twitter.
Wants to be a journalist. Obsessed with Harry Styles. Burgeoning
activist against anti-trafficking/anti-slavery. Ambitious and vocal.
Mostly spends money on gigs, books and magazines, accessories.

21. Theme: Halloween
Name: Richard Pang
Age: 66
His style has been compared to that of Jeff Goldblum’s: Salt and pepper hair.
Wears glasses. Plays the sax. Has a schnoodle called Reggie, who has 40k
followers on instagram. Former Creative Director at Net-a-Porter; renowned
for his fashion films. Travels quite often for work with Reggie. Amicable
breakup with his ex; shared custody over Reggie. Likes to spend money on
clothing and travels.

23. Theme: Black Friday / Cyber monday
Name: Sarj
Age: 31
Multitalented marketer, entrepreneurial spirit. Lives with her husband and cat, Penny, in
Berlin. Amazing way with words, creative mind and loving person. Braving her own
business this year, fuelled by her passions and a fight to do more for her sistas. Former
cross country runner, though runs every so often. Music nerd. DJs often, part of the music
circuit in Berlin. Started up her own salsa company with two friends. Spends cash on
records, travels, food, gigs, books and her family.

25. Theme: Christmas season
Name: Paula
Age: 62
Mother of two; grandmother to a two-year old. She and her husband teach art at
the university. Travels to the city often to see her granddaughter and to visit
galleries. Has managed to cover up her northern accent over the years, but is
proud of her roots. Listens to French music, loves French bull dogs. Can’t wait to
host her family for Christmas again. Cooks a mean roast. Likes to spend money on
trips to the city, spoiling her granddaughter.

27. Theme: New Year
Name: Sophie
Age: 32
Redhead. Incredibly stylish. Was a wild partier in her younger days, and loves to swig
white wine on the few occasions she gets a babysitter. Tries to meet other young
mums in her neighbourhood. Runs a creative agency called UFO with her husband.
Likes to spend her money on clothing (for hers and her daughter’s), furniture and
shoes.