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2021Planning Calendar DEFENSE COMMISSARY AGENCY PLANNING 2021CALENDAR PROUD, COMMITTED AND MORE www.commissaries.com DEFENSE COMMISSARY AGENCY HEADQUARTERS PROUD, COMMITTED AND MORE 1300 E AVENUE FORT LEE, VIRGINIA 23801-1800 Hello Team DeCA, I’m proud to unveil the 2021 Commissary Planning Calendar, a resource guide for our store staffs that gives them a running reminder of the promotion schedules and themes for the coming year. We continue to receive positive feedback from the field on their use of this calendar. This monthly guide is a product of collaboration between the Sales, Marketing and Logistics Group; the Store Operations Group; and our industry partners. The unprecedented events of 2020 with COVID-19 continue and we emerged from last year as a proven force multiplier for our service members and their families, as we overcame the challenges of a strained supply chain and marshalled our efforts to keep our commissaries supplied. As we enter 2021, our new normal will remain grounded in what we do best: delivering the best commissary benefit possible bolstered by promotional items that double down on our everyday significant savings. Moving forward, we need all hands on deck as we expand on what worked best and continue in our quest to improve our shortfalls. We will lean forward as we support our valued customers. We will also continue to collaborate with our industry partners to keep our supply PROUD, COMMITTED AND MORE chain uninterrupted. We have a lot in front of us in our new normal, but I’m proud to enter it with you. Your performance in delivering this benefit has defined the meaning of resiliency, professionalism and adaptability to get the job done. It’s my hope that this planning calendar reinforces your efforts to deliver the best commissary benefit for our customers who depend on it. Finally, I applaud the efforts of our field team. Being on the front line we appreciate all that you are doing to provide outstanding customer service. Thank you for all that you do day in and day out! Christopher T. Burns Executive Director, Sales, Marketing & Logistics Group PROUD, COMMITTED AND MORE. CY2021 Display Periods Promotions Calendar - INDUSTRY CY2021 Display Periods Promotions Calendar - INDUSTRY Minimum FDS / DSD Minimum FDS / DSD Minimum FDS / DSD Minimum FDS / DSD Date of Displays Deadline Deadline Date of Displays Deadline Deadline Promo Promotional Pricing Promotional Pricing Promo Promotional Pricing Promotional Pricing Month Event # (all are two- to submit to submit Themes Month Event # (all are two- to submit to submit Themes Period Period Required for Period Required for Period Period Required for Period Required for week periods) 889's 40-16's week periods) 889's 40-16's "K" Items "O" Items "K" Items "O" Items Jan Regular 1 20210001 1/4/21 1/17/21 7/20/2020 1/1/21 1/31/21 11/1/20 1/31/21 Sep Shippers 17 20210317 8/16/21 8/29/21 2/15/21 8/1/21 8/31/21 7/1/21 8/31/21 Kids Eat Right Month/National Peach Month/Back to School/Annual Pet Event/Purple Jan Shippers 2 20210302 1/18/21 1/31/21 7/20/2020 1/1/21 1/31/21 11/16/20 1/31/21 Family Fit Lifestyle/Special Olympics/Natural Sep Regular 17 20210017 8/16/21 8/29/21 3/1/2021 8/1/21 8/31/21 7/1/21 8/31/21 Heart Day (8/7) and Organics Jan Regular 2 20210002 1/18/21 1/31/21 8/3/2020 1/1/21 1/31/21 11/16/20 1/31/21 Sep Shippers 18 20210318 8/30/21 9/12/21 3/1/21 8/16/21 9/15/21 7/16/21 9/15/21 Feb Shippers 3 20210303 2/1/21 2/14/21 8/3/20 1/16/21 2/15/21 12/1/20 2/15/21 Sep Regular 18 20210018 8/30/21 9/12/21 3/15/2021 8/16/21 9/15/21 7/16/21 9/15/21 Labor Day Sales Event/NFL Kick-Off/National Feb Regular 3 20210003 2/1/21 2/14/21 8/17/2020 1/16/21 2/15/21 12/1/20 2/15/21 Super Bowl/National Hot Breakfast Oct Shippers 19 20210319 9/13/21 9/26/21 3/15/21 9/1/21 9/30/21 8/1/21 9/30/21 Food Safety Month/National Organic Harvest Month/National Family Meals Month/Fruit & Feb Shippers 4 20210304 2/15/21 2/28/21 8/17/20 2/1/21 2/28/21 12/16/20 2/28/21 Month/Snack Food Month/Valentine's Day/Chocolate Month/Idaho Potato Month/Heart Oct Regular 19 20210019 9/13/21 9/26/21 3/29/2021 9/1/21 9/30/21 8/1/21 9/30/21 Veggies-More Matters Month/Hispanic Heritage Healthy Month/ National Canned Food Month Feb Regular 4 20210004 2/15/21 2/28/21 8/31/2020 2/1/21 2/28/21 12/16/20 2/28/21 Month/National Cherry Month/National Pet Oct Shippers 20 20210320 9/27/21 10/10/21 3/29/21 9/16/21 10/15/21 8/16/21 10/15/21 Dental Month/Chinese New Year Mar Shippers 5 20210305 3/1/21 3/14/21 8/31/20 2/16/21 3/15/21 1/1/21 3/15/21 Oct Regular 20 20210020 9/27/21 10/10/21 4/12/2021 9/16/21 10/15/21 8/16/21 10/15/21 Commissary Store Brand Sale (9/27- Mar Regular 5 20210005 3/1/21 3/14/21 9/14/2020 2/16/21 3/15/21 1/1/21 3/15/21 Nov Shippers 21 20210321 10/11/21 10/24/21 4/12/21 10/1/21 10/31/21 9/1/21 10/31/21 10/10)/Halloween Sales Month/Energy Action Month/National Breast Cancer Awareness Mar Shippers 6 20210306 3/15/21 3/28/21 9/14/20 3/1/21 3/31/21 1/16/21 3/31/21 March Madness/National Nutrition Month/National Frozen Food Month/Irish Nov Regular 21 20210021 10/11/21 10/24/21 4/26/2021 10/1/21 10/31/21 9/1/21 10/31/21 Month/World Series/Italian American Heritage American Heritage Month/St. Patrick's Day Month/Navy-Air Force Football Game (10/2) Mar Regular 6 20210006 3/15/21 3/28/21 9/28/2020 3/1/21 3/31/21 1/16/21 3/31/21 (3/17) Nov Shippers 22 20210322 10/25/21 11/7/21 4/26/21 10/16/21 11/15/21 9/16/21 11/15/21 Apr Shippers 7 20210307 3/29/21 4/11/21 9/28/20 3/16/21 4/15/21 2/1/21 4/15/21 Nov Regular 22 20210022 10/25/21 11/7/21 5/10/2021 10/16/21 11/15/21 9/16/21 11/15/21 Apr Regular 7 20210007 3/29/21 4/11/21 10/12/2020 3/16/21 4/15/21 2/1/21 4/15/21 Dec Shippers 23 20210323 11/8/21 11/21/21 5/10/21 11/1/21 11/30/21 10/1/21 11/30/21 Halloween/Army-Air Force Football Game Apr Shippers 8 20210308 4/12/21 4/25/21 10/12/20 4/1/21 4/30/21 2/16/21 4/30/21 National Vietnam War Veterans Day (TBD)/Military Family Appreciation (3/29)/Easter (4/4)/Month of the Military Dec Regular 23 20210023 11/8/21 11/21/21 5/24/2021 11/1/21 11/30/21 10/1/21 11/30/21 Month/National Diabetes Awareness Child/Asian Pacific Amercian Heritage Month Apr Regular 8 20210008 4/12/21 4/25/21 10/26/2020 4/1/21 4/30/21 2/16/21 4/30/21 Dec Shippers 24 20210324 11/22/21 12/5/21 5/24/21 11/16/21 12/15/21 10/16/21 12/15/21 Month/Veterans Day (11/11)/Thanksgiving (11/25) May Shippers 9 20210309 4/26/21 5/9/21 10/26/20 4/16/21 5/15/21 3/1/21 5/15/21 Dec Regular 24 20210024 11/22/21 12/5/21 6/7/2021 11/16/21 12/15/21 10/16/21 12/15/21 May Regular 9 20210009 4/26/21 5/9/21 11/9/2020 4/16/21 5/15/21 3/1/21 5/15/21 Cince de Mayo (5/5), Military Spouse Jan Shippers 25 20210325 12/6/21 12/19/21 6/7/21 12/1/21 12/31/21 11/1/21 12/31/21 May Shippers 10 20210310 5/10/21 5/23/21 11/9/20 5/1/21 5/31/21 3/16/21 5/31/21 Appreciation Day (5/7)/Mother's Day (5/9)/Armed Forces Day (5/15)/National Salad Dec Regular 25 20210025 12/6/21 12/19/21 6/21/2021 12/1/21 12/31/21 11/1/21 12/31/21 Month/Disaster Preparedness Month/Military May Regular 10 20210010 5/10/21 5/23/21 11/23/2020 5/1/21 5/31/21 3/16/21 5/31/21 Appreciation Month/National Pet Jan Shippers 26 20210326 12/20/21 1/2/22 6/21/21 12/16/21 1/15/22 11/16/21 1/15/22 Christmas/New Year's Day/Army-Navy Football Month/National BBQ Month Jun Shippers 11 20210311 5/24/21 6/6/21 11/23/20 5/16/21 6/15/21 4/1/21 6/15/21 Game (12/11) Dec Regular 26 20210026 12/20/21 1/2/22 7/5/2021 12/16/21 1/15/22 11/16/21 1/15/22 Jun Regular 11 20210011 5/24/21 6/6/21 12/7/2020 5/16/21 6/15/21 4/1/21 6/15/21 Jan Shippers 1 20220301 1/3/22 1/16/22 7/5/21 1/1/22 1/31/22 12/1/21 1/31/22 Jun Shippers 12 20210312 6/7/21 6/20/21 12/7/20 6/1/21 6/30/21 4/16/21 6/30/21 Memorial Day Sales Event/National Dairy Month/Healthy Lifestyle Festival/Father's Day Jun Regular 12 20210012 6/7/21 6/20/21 12/21/2020 6/1/21 6/30/21 4/16/21 6/30/21 (6/20) Jul Shippers 13 20210313 6/21/21 7/4/21 12/21/20 6/16/21 7/15/21 5/1/21 7/15/21 Jul Regular 13 20210013 6/21/21 7/4/21 1/4/2021 6/16/21 7/15/21 5/1/21 7/15/21 July 4th Patriotic Sales Event Jul Shippers 14 20210314 7/5/21 7/18/21 1/4/21 7/1/21 7/31/21 5/16/21 7/31/21 Jul Regular 14 20210014 7/5/21 7/18/21 1/18/2021 7/1/21 7/31/21 5/16/21 7/31/21 Aug Shippers 15 20210315 7/19/21 8/1/21 1/18/21 7/16/21 8/15/21 6/1/21 8/15/21 National Grilling Month/National Pack-a-Picnic Month/National Watermelon Month/Back to School/NationaI Ice Cream Month/Summer Aug Regular 15 20210015 7/19/21 8/1/21 2/1/2021 7/16/21 8/15/21 6/1/21 8/15/21 Olympics (7/23-8/8) Aug Shippers 16 20210316 8/2/21 8/15/21 2/1/21 7/16/21 8/15/21 6/16/21 8/15/21 Aug Regular 16 20210016 8/2/21 8/15/21 2/15/2021 7/16/21 8/15/21 6/16/21 8/15/21 2021 SEASONAL HOLIDAY CLUB PACK PROMOTIONS CALENDAR CY2021 SEASONAL, HOLIDAY, AND CLUB PACK-INDUSTRY January July MINIMUM FDS/DSD MINIMUM FDS/DSD NATIONAL PROMOTIONAL PRICING PROMOTIONAL PRICING PRESENTATION PACKAGES EVENT # DATES National Hot Tea Month National Ice Cream Month PERIOD REQUIRED PERIOD REQUIRED TIMEFRAME EVENTS FOR "K" ITEMS FOR "O" CODED ITEMS National Soup Month National Hot Dog Month SEASONAL 2021 National Oatmeal Month National Family Reunion Month VALENTINE'S DAY FEB 14, 2021 20210030 Jan 2, 2021 - Feb 14, 2021 Dec 16, 2020 - Feb 28, 2021 Oct 1, 2020 - Feb 28, 2021 Jun 29-Jul 10, 2020 Comfort Food Month National Watermelon Month EASTER APR 4, 2021 20210031 Feb 15, 2021 - Apr 4, 2021 Feb 1, 2021 - Apr 15, 2021 Nov 16, 2020 - Apr 15, 2021 Jul 20 - Jul 31, 2020 National Meat Month National Grilling Month SINUS/ALLERGY SPRING 2021 20210060 Mar 1, 2021 - Apr 30, 2021 Mar 1, 2021 - Apr 30, 2021 Feb
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