Spring is a season of renewal, and for sexual wellness brands and retailers in particular, it’s also a season of opportunity.

As consumers reset routines, focus on self-care, and embrace new energy, there’s a natural opening to connect through education, empowerment, and thoughtful product positioning. One of the most effective ways to do this? Aligning your marketing with meaningful awareness dates that already have momentum.

The key is not just to “show up,” but to show up with intention.

Here are four spring sexual wellness dates to know—along with simple, impactful ways to bring them to life in your marketing.

STI Awareness Week | April 12–18

This is one of the most directly aligned awareness weeks for sexual wellness—and one of the most impactful when approached with care.

STI Awareness Week is an opportunity to normalize conversations around prevention, testing, and communication. Done right, this kind of messaging builds trust and positions your business as a credible, educational resource.

Marketing Ideas:

• Create an in-store or digital display centered on safer-sex essentials, paired with approachable, stigma-free educational messaging.
• Bundle products like condoms, lubricants, and wellness items into a “confidence kit” that emphasizes care, communication, and ease.
• Share STI facts via social media graphics, stories, videos and in newsletters to help inform and support your community.

National Infertility Awareness Week  | April 19–25

This week invites a more nuanced and often underrepresented conversation in sexual wellness.

Infertility journeys can be emotional and complex, and this is a moment for brands and retailers to lead with empathy. It’s less about promotion and more about support, education, and inclusivity.

Marketing Ideas:

• Share thoughtful, inclusive content that acknowledges diverse reproductive experiences without assumptions.
• Highlight products or expert insights that support intimacy, connection, and well-being during times of stress or transition.
• Provide data that highlights infertility and ways to support it via social media graphics, stories, videos and in newsletters to help inform and support your community.
• Invite an expert to offer communication best practices and medical led best practices for those experiencing infertility and also ways to support those experiencing infertility.

National Women’s Health Week | May 10–16

This observance expands the conversation beyond any one aspect of health—making it a strong opportunity to position sexual wellness as part of overall well-being.

From pelvic health to hormonal changes to mental and emotional wellness, this is a moment to reinforce that sexual wellness is not separate from health—it is health.

Marketing Ideas:

• Curate a “whole health” assortment featuring pelvic wellness, body-safe products, and educational tools.
• Partner with a medical professional, therapist, or educator for a Q&A, blog feature, or in-store/virtual event.
• Highlight the wide range of women’s health each day of the week, specifically narrowing in on sexual health such as pelvic floor issues, fertility, sexual well being and more via social media graphics, stories, videos and in newsletters to help inform and support your community

International Day Against Homophobia, Transphobia & Biphobia | May 17

This globally recognized day is dedicated to raising awareness of discrimination and violence faced by LGBTQ+ communities, making it a meaningful moment for sexual wellness brands and retailers to show up with authenticity and purpose. It reinforces the importance of inclusivity, representation, and creating safe, affirming spaces—both in-store and online.

Marketing Ideas:

• Highlight inclusive products, messaging, and educational resources that support diverse identities and experiences.
• Partner with or amplify LGBTQ+ voices, educators, or organizations through content, storytelling, or community engagement initiatives.
• Encourage your community to tag, follow and show-up for local groups in your own network that support this community

Final Thought: Make It Meaningful

Spring marketing doesn’t need to be louder… it needs to be more relevant. Awareness dates offer a powerful framework, but the real impact comes from how you show up. When brands and retailers lead with education, inclusivity, and authenticity, they don’t just drive sales, they build trust.

And in sexual wellness, trust is everything.

Join STIMULATE each August in Nashville! Learn more here. 

Written by Nicole Leinbach Hoffman, Founder of STIMULATE. Hoffman is a frequent guest and contributor to various media outlets that have included The Today Show, Forbes, Entreprenuer.com and countless B2B publications – including having a regular column with Smart Retailer Magazine. Additionally, Hoffman has supported American Express’s Small Business Saturday as a Spokesperson and is the Author of the book “Retail 101: The Guide to Managing and Marketing Your Retail Business” from McGraw-Hill. In 2022, Hoffman was recognized as one of Women Wear Daily’s “25 Most Inspiring Women in Retail” and has been on the list of the world’s most influential retail leaders from Rethink Retail since 2015. In 2023, Hoffman was recognized by fashion retail leader American Eagle on a billboard in Times Square as a Global Change Maker with her work in retail, specifically highlighting her support of making sexual health products more accessible in retail destinations. Additionally, Hoffman has been an Adjunct Professor at Columbia College where she has taught retail marketing. Connect with Hoffman at nicole@retailminded.com.