On the internet so much can happen in just a day or week that long term planning for events that are months or years away don't come easily to small sales teams. By spending a bit of time focusing on these long term dates you'll set yourself up to reap the rewards when those dates finally arrive.
Start Planning for Tomorrow
You need to learn where to find what's new and exciting in your particular niche, and then target those releases as best as you can. For example, if your site is about popular entertainment, animation or even voice acting, you could start writing about Pixar films that will be coming out long before they hit the mainstream media. Toy Story 3? Old news! Start writing about "Newt" (2011), "The Bear and the Bow" (2011) and even "Cars 2" (2012). What can you do to convince Google that you are the go-to source for information on these films? When those movies come out on DVD starting in Christmas of 2011, you'll have positioned yourself for the influx of parents searching for gifts.
Forward Thinking Wins the Prize
Movies are an easy long term goal to plan for, but there are many annual events as well. April 1st just came and went, but what's to stop you from planning something spectacular for April Fool's next year? Do you have an idea for a prank that requires a lot of people? You could contact the fine folks at Improv Everywhere and start coordinating with them on a giant plan that your company sponsors.
Have you already analyzed your Christmas traffic from last year? Find those products in your inventory that converted well during that time and start talking to your team now to make sure your Cyber Monday numbers exceed last year by a large margin. If you woke up the Monday before Thanksgiving last year only to realize that the holiday shopping season started later that same week, you really owe it to yourself and your team to start planning a lot sooner.
If you haven't started a newsletter yet, start one now and by the time November rolls around you should have a modest subscriber base to promote your holiday sales to.
Hopefully you're already planning for events farther out than next week. Once that first sales report hits your desk after that long term goal comes and goes I'm certain you'll be pleased with all of your planning.