Coming up
What to post for St George's Day
Landing on a Friday, a pub can spin it into an evening; for everyone else a warm daytime nod is plenty.
Fri 23 Apr 2027the date 208 days to gofrom today 10 daysthe run-up
Pick your days and we write your own guide. Your first plan is free.
Pick your days below. Nothing is made until you say.
The run-up
Every day between now and then that is worth a post
Not one a day. These are the ones that do a job. What each is for is underneath it.
Tue 13 Apr 10 days before Pick your one English thing Don't try to do everything, choose the single thing you stand for and say it plainly. One claim, said well, is what sticks; five says nothing.
Write this one →
Fri 16 Apr 7 days before Make it local, not flag-waving 'Proudly serving this town for years' beats a bare flag with nothing behind it. Root the day in your own street, not the nation.
Write this one →
Mon 19 Apr 4 days before Show the English staple done right Your best pie, your roast, your local ale, the everyday thing you do better than anyone nearby, photographed properly and shown off.
Write this one →
Wed 21 Apr 2 days before Say it in a line people repeat Boil your pitch down to one short line a customer could say for you. Short travels mouth to mouth; a paragraph stays put.
Write this one →
Fri 23 Apr The day One proud post on the day Fly the flag with a reason attached: 'English, local, and here all year, not just today'. Warmth carries further than noise.
Write this one →
How many days will you post?
4
4 days, all free.
Your days
Apr 13 10 days to St George's Day Tuesday 13 April Pick your one English thing
Apr 16 7 days to St George's Day Friday 16 April Make it local, not flag-waving
Apr 21 2 days to St George's Day Wednesday 21 April Say it in a line people repeat
Apr 23 St George's Day day Friday 23 April One proud post on the day
The day itself is always one of them.
Written for · from About you
About you + a customer to write for
Your first plan this year, of 4 free. Nothing is posted anywhere.
The 99p pack: four more days on this plan. Paid once with a card. No account, no subscription.
Your plan · Halloween · 4 days Otley Barbers at Halloween Four days spread across the run-up, the day itself in. Each one is written for a barber in Chapel Allerton, and each one is a thing to think about while you work that day.
Kept on your profile Oct 11
20 days to Halloween Sunday 11 October · day 1 of 4
Suggested time · Sun 6 to 8 pm i Say it is coming
- One line, no photo: "Something is planned for the 31st."
- Photograph nothing yet. The wait is part of it.
- While you work: which dad would ask for a spooky colour spray for the kids? Note the name.
Why Sun 6 to 8 pm: Dads plan the week on Sunday night, after bedtime.
Everything on this card goes with it to What should I post?
Oct 17
14 days to Halloween Saturday 17 October · day 2 of 4
Suggested time · Sat 9 to 10 am i Show it half-made
- The pumpkin in the window before it is carved.
- The kids' cut offer half-written on the board behind you.
- While you work: ask two Saturday dads if they would book the 31st.
Why Sat 9 to 10 am: Saturday dads book the morning of, from the school car park.
Everything on this card goes with it to What should I post?
Oct 25
6 days to Halloween Sunday 25 October · day 3 of 4
Suggested time · Sun 6 to 8 pm i Show the proof
- The first kid with the Halloween colour, from behind, with the cape on.
- The chair by the window with the carved pumpkin on the counter.
- While you work: count the Saturday slots left and write the number down.
Why Sun 6 to 8 pm: Same slot as day one: they saw the first post here.
Everything on this card goes with it to What should I post?
Oct 31
Halloween day Saturday 31 October · day 4 of 4
Suggested time · Sat 8 am and 4 pm i The day itself, twice
- Morning: what is still free today, with the opening time in the picture.
- Late afternoon: the last of it, "two chairs left till six".
- While you work: one photo of the busiest moment for next year.
Why Sat 8 am and 4 pm: The morning post catches the planners, the afternoon one the ones who forgot.
Everything on this card goes with it to What should I post?
Want more days? The 99p pack adds four to this plan.
The idea most businesses miss
Own one clear thing
Rosser Reeves built modern advertising on the unique selling proposition: pick the one claim you can own and hammer it, rather than saying a bit of everything. St George's Day is a quiet spot on the calendar, which makes it the ideal moment to plant one clear flag, the single English thing you do best, instead of a scattergun of patriotic posts.
Rosser Reeves, advertising pioneer who coined the unique selling proposition · Reality in Advertising, Alfred A. Knopf, 1961
Questions
The questions people ask
- Isn't St George's Day a bit awkward to post about?
- It can be if you make it about the flag. Make it about being a proud local business instead, and it's just warmth, nobody minds that.
- My customers aren't patriotic.
- Nor do they need to be. 'We've been on this street for years and we're glad to be here' is local pride, not politics.
- I'm not in England.
- Then leave it, St David's, St Andrew's or St Patrick's is your day instead. Forcing the wrong one reads as false.
The other dates worth the effort
Mon 1 Mar 2027 St David's Day 155 days to go It lands on a Monday, so the fuss is smaller, a simple, sincere nod beats a big push on a working day. 5 posts to make →
Wed 17 Mar 2027 St Patrick's Day 171 days to go St Patrick's Day is about belonging, not beer. People come out to be part of it, so make yours the place that feels like the party. 5 posts to make → Everything else The whole calendar
The rest of this year and all of next, with the British ones in the right place.
Open the calendar →