eCommerce Marketing Calendar 2026-2027: Every Holiday and Sales Date for the Next 12 Months

Holiday promotions usually go wrong for one reason. The date sneaks up on you, so you end up rushing and building the campaign the night before.

An eCommerce marketing calendar fixes that. It’s a dated list of every shopping holiday and sales event worth creating a campaign for. This one runs from October 2026 all the way through September 2027, so you can plan a full year in one sitting.

For every date that needs a campaign, I’ve written down the correct day, who it’s for, and the campaign I’d run on your website. The smaller dates get one idea each, grouped by month, so you can scan a whole month in a minute.

Just pick the dates that fit your products and skip the rest, because nobody needs a National Spaghetti Day popup unless they sell pasta.

October 2026

October 10: World Mental Health Day

• About this day: This is a global cause day, so the message matters more than the discount. Plus, a discount can look like using a serious subject to sell something.
• Who it’s for: Businesses that have something related to the cause.
• Products to feature: Self-care items, books on mental health, and spa services.
• Recommended campaign: Email is the lower-risk channel here. You can share a few tips on mental well-being, or give readers an insider look at how your company looks after its own team. If you want an on-site campaign, I’d recommend a floating bar or a popup that shares one resource. You could also say you’re donating a share of the day’s sales to a named mental health charity, and make sure to only promise what you’ll actually give.

October 12: Indigenous Peoples’ Day

• About this day: In the US, this is the second Monday in October, and some states still observe it as Columbus Day. Check which name your customers use first. Because it makes a long weekend, many US stores run a sale around it.
• Who it’s for: US stores, especially those selling work made by Indigenous artists.
• Products to feature: Indigenous art, books, handmade crafts, and products from Indigenous-owned companies.
• Recommended campaign: If you sell work made by Indigenous artists, then make sure to tell the story of who made it in your email, and lead with that instead of a coupon. On your own website, use page-level targeting to show a popup only on the collection or product pages for those makers, so the offer appears where the shopper is already looking.

October 31: Halloween

• About this day: The National Retail Federation’s 2026 survey expects Halloween spending to reach $13.5 billion.
• Who it’s for: Stores whose customers celebrate Halloween. Check where your customers live before you build anything, because not every country celebrates it.
• Products to feature: Costumes, decorations, candy, and themed party supplies.
• Recommended campaign: If you don’t sell any of those, then you can still send a Halloween-themed email with a subject line like “Scary-Good Savings.” On your own website, OptinMonster has premade Halloween templates. In this popup, the timer can count down to Halloween, creating a sense of urgency to order products in time. If your Halloween offer sits on a content page, I’d recommend a floating bar for the countdown, and I’d set the timer to end when your offer does. For full details, see our guide on how to create a countdown timer popup.

November 2026

November has the eCommerce marketing dates that most stores plan their whole year around.

November 8: Diwali

• About this day: Diwali, the festival of lights, falls on November 8 in 2026. People celebrate it around the world, especially in India and across the Indian diaspora.
• Who it’s for: Stores with customers from India.
• Products to feature: Gift sets, home decor, sweets, and clothing.
• Recommended campaign: I’d run a floating bar that points to a gift collection and show it only to visitors in the regions you ship to. Make sure to lead with the celebration and put the offer second.

November 11: Veterans Day

• About this day: Veterans Day honors US military veterans, so it’s a more appropriate day for a message or a veteran discount, not a huge sale.
• Who it’s for: An over-the-top sale can look tone-deaf, so I’d only act on this holiday it if it fits your brand.
• Recommended campaign: If you already offer a military discount, show it in a short popup or floating bar on the day, with the thank-you first and the promotional code second. If you don’t, then a thank-you email or social post is usually enough.

November 26: Thanksgiving

• About this day: Thanksgiving is a US holiday, and it falls the day before Black Friday.
• Who it’s for: Shoppers who are cooking, hosting, and traveling.
• Products to feature: Cooking supplies, home decor, and fall apparel.
• Recommended campaign: I’d treat it as the Black Friday warm-up, so you will want to keep the offer simple. OptinMonster has a Thanksgiving Sale floating bar template with a countdown timer and a coupon signup button, which gives the visitor one thing to do.

November 27: Black Friday

• About this day: Black Friday is the start of the biggest shopping weekend of the year. Be sure to begin planning your Black Friday deals and marketing well in advance, so this important weekend doesn’t sneak up on you.
• Recommended campaign: I’d use a floating bar with a sales countdown on a content page, because it sits at the top without covering what your visitor came to read. Before the sale, tell your email list first and use social to count down to it. Keep the popup and countdown running on pages that shoppers actually read.

Here is a Black Friday popup built from one of our templates:

For more options, see our complete Black Friday marketing strategy.

November 28: Small Business Saturday

• About this day: Small Business Saturday is a US shopping day that encourages people to shop at local and small businesses.
• Who it’s for: If you’re a small business, this day is your time to shine! Even if you’re a bit larger, you can promote any products made by small businesses.
• Recommended campaign: I suggest offering in-store pickup and same-day delivery to local shoppers with a countdown timer. If you have a physical store, the Physical Location display rule shows that popup only to visitors in the places you pick, such as your city or state. For setup, see our guide on how to use geotargeting.

November 30: Cyber Monday

• About this day: Cyber Monday is the Monday after Thanksgiving, and it’s built around online shopping.
• Recommended campaign: Use a different angle from Black Friday. Free shipping, a late-added bundle, or a second chance at a sold-out item all work for this holiday. I’d give Cyber Monday its own campaign and show it to the people who didn’t convert on Friday, using OnSite Retargeting®.

For more details, see our holiday marketing campaigns guide.

December 2026

During December, many gift buyers shop early, shipping deadlines arrive fast, and the last week of the year is for people who already know you.

December 1: Giving Tuesday

• About this day: Giving Tuesday is a global day of giving, so focus on your offer rather than a discount coupon.
• Who it’s for: Businesses with a cause already.
• Recommended campaign: I’d build a popup or floating bar that names your goal and shows how close you are to it. Start with a yes-or-no question, such as “Will you help us reach our goal?”, so the visitor makes a small choice before you ask for anything, and add a countdown to the year-end deadline.

December 4 to 12: Hanukkah

• About this day: Hanukkah is an eight-night Jewish holiday, and in 2026, it begins at sundown on December 4.
• Who it’s for: Stores whose customers celebrate it.
• Products to feature: Gifts, menorahs, candles, and traditional foods.
• Recommended campaign: Hanukkah runs for eight nights, so I’d use a slide-in that shows a different gift idea each night, with your shipping cutoff stated in it.

December 24 to 25: Christmas Eve and Christmas Day

• About this day: Most Christmas campaigns should start running well before these two days, and they each have different deadlines.
• Who it’s for: Every kind of online store.
• Gift guide: Early in December. Ask visitors one question, such as “Shopping for someone else this year?” Send the people who say yes to your gift guide, and leave the ones shopping for themselves alone.
• Shipping cutoff: As the deadline approaches. Put your last order date for delivery before Christmas in a floating bar with a countdown, so shoppers can see exactly how long they have. For the full set of deadline campaigns, see our guide to holiday marketing campaigns.
• Christmas Eve: Christmas Eve is the last chance for in-person shoppers. If you have physical stores that are open, then promote last-minute, in-person shopping. If not, take a break for the day!
• Christmas Day: Christmas Day is about family and celebration, not shopping. Any marketing materials that you send out should be focused on wishing your customers a wonderful holiday. You can include links to post-Christmas sales, but they shouldn’t be the main focus of your email. Pause your selling popups for the day, or swap them for a short thank-you message.

For more information, see our guide on how to get your website ready for the holiday eCommerce season.

December 26: Boxing Day

• About this day: Boxing Day is the day after Christmas in the UK, Canada, and Australia, and a major shopping day there. In other places, it starts the week after Christmas.
• Who it’s for: Targeting shoppers with time off and gift cards.
• Recommended campaign: This week is for people who have shopped with you before. Show returning visitors a welcome-back message that points them to your post-holiday sale, and let anyone with a gift card know it works there. For more ways to use the week, see the After Christmas section of our guide to holiday marketing campaigns.

December 31: New Year’s Eve

• About this day: It is the last day of the year.
• Who it’s for: Party supplies, festive decor, and resolution-related items.
• Recommended campaign: A floating bar with a countdown to midnight works for a last-day offer. If you would rather not sell, then a short thank-you message that looks back at the year’s milestones does the job.

January 2027

January 1: New Year’s Day

• About this day: New Year’s Day falls on a Friday in 2027, and shoppers everywhere are already setting goals for the year ahead. On the eCommerce calendar, it’s the time to promote resolution-related products.
• Who it’s for: Shoppers who are setting goals for the year.
• Products to feature: Fitness gear, planners, healthy cooking items, and self-improvement books.
• Recommended campaign: I’d lead the message with the goal that your product helps with and put the offer second, so the campaign reads as a fresh start rather than a clearance. “Make this the year you finally get organized” with a planner offer underneath reads better than a bare percentage off.

OptinMonster has several New Year-themed templates. The one below is a full-screen spin-to-win campaign:

The visitor enters an email address to spin the wheel, so the discount doubles as a list signup. I’d keep the prize simple with a single discount for everyone who spins, so the offer is easy to explain.

To add one to your own campaign, see our guide on how to add a spin to win wheel.

January 18: Martin Luther King Jr. Day

• About this day: This is a US federal holiday and a day of service.
• Who it’s for: Businesses that already support a cause. If not, skipping the day is better than using it for marketing.
• Recommended campaign: I’d leave the discount popup out. If your business already supports a cause, then a short message about it or a donation match is the best campaign to run. A Floating Bar works well for the message, because it sits at the top of the page without covering what your visitor came to read.

February 2027

Month of February: Black History Month

• About this day: Black History Month is a US and Canadian observance that runs all month.
• Who it’s for: Businesses that already support the cause.
• Recommended campaign: Feature Black-owned brands or makers you stock rather than showing a discount for the month. A floating bar across your product pages that links to that collection is enough to start. If you also want email signups, add a slide-in that invites visitors to subscribe and hear about each new maker you feature.

February 6: Lunar New Year

• About this day: Lunar New Year is global. In 2027 it falls on Saturday, February 6, which starts the Year of the Goat.
• Who it’s for: Shoppers in East and Southeast Asia and across the diaspora.
• Products to feature: A gift bundle in red and gold packaging.
• Recommended campaign: Because it lands on a Saturday, I recommend showing delivery dates in a floating bar from about a week out, so people know what will still arrive in time.

February 14: Valentine’s Day

• About this day: Valentine’s Day is the gifting deadline for chocolates, flowers, jewelry, and anything romantic.
• Who it’s for: Shoppers buying for a partner, who need a cutoff date from you.
• Recommended campaign: I’d recommend using a Countdown Timer set to your last shipping day, in a floating bar at the top of the page, and the timer should end on that day. In 2027, February 14 is also Super Bowl Sunday, so if you sell to both audiences, choose the message by who is on the page. For details on how to do this, see our guide on how to use display rules in OptinMonster.

Here’s a Valentine’s Day floating bar template with a countdown timer. Point the timer at your last shipping day instead of the holiday itself:

February 15: Presidents Day

• About this day: Presidents Day is a US holiday, and it falls on Monday, February 15, so shoppers get a long weekend.
• Who it’s for: Shoppers who compare prices before they commit.
• Products to feature: Big-ticket items such as furniture, mattresses, appliances, and electronics.
• Recommended campaign: A sitewide discount works, but you could also run the offer only where the money is. Show it on those category pages only, and add an Exit-Intent® popup for visitors who are about to leave a high-priced product page. Make sure to end the offer on Monday night.

March 2027

March 8: International Women’s Day

• About this day: International Women’s Day falls on Monday, March 8, and it’s observed worldwide.
• Who it’s for: Any store with women-owned products, a mostly female audience, or a cause you can actually point to.
• Recommended campaign: I recommend one of two angles. First, you could feature the women-led brands or makers you stock. Alternatively, you could donate part of the day’s sales and say exactly how much and to whom. The campaign I’d build is a floating bar that names the cause in one line and links to the collection or the donation page, and runs on March 8 only.

March 17: St. Patrick’s Day

• About this day: St. Patrick’s Day is Wednesday, March 17, and it’s celebrated mostly in the US and Ireland.
• Who it’s for: Shoppers in the US and Ireland.
• Products to feature: Green clothing, party supplies, and Irish-themed gifts.
• Recommended campaign: Luck is the whole theme, which makes this a good fit for a Coupon Wheel. The visitor spins, and you decide the prizes, such as a discount code or free shipping. Make green the main color so it matches the holiday, and make sure every prize on the wheel is one you’re happy to honor.

March 20: First Day of Spring

• About this day: After the long winter, people are ready to celebrate the arrival of spring. This is the time in your eCommerce calendar to shift to your warm-weather items. The equinox is Saturday, March 20.
• Who it’s for: Keep in mind that spring starts in September for shoppers in the Southern Hemisphere, so if you sell there, then I suggest showing them a different message.
• Products to feature: Gardening supplies, spring cleaning bundles, outdoor decor, and spring fashion.
• Recommended campaign: I’d run a clearance offer on the winter items you want gone, and pair it with an Exit-Intent® popup that points leaving visitors to your new warm-weather collection.

March 22: Holi

• About this day: Holi is Monday, March 22, with Holika Dahan the evening before, and some regions celebrate it on March 23.
• Who it’s for: Hindu communities, who celebrate it worldwide.
• Products to feature: Color powders, white clothing, festive snacks, and sweets.
• Recommended campaign: I recommend a festive bundle, such as powders with a white tee, and a last-order date in the message to give shoppers a reason to order early.

You can get started with your Holi marketing with this OptinMonster template:

Change the colors and copy to match your store, and have it running by early March. Our holiday marketing campaigns guide shows how to build and schedule a seasonal campaign from a template.

March 28: Easter

• About this day: Easter is Sunday, March 28, so this year, it belongs in your March plan, not April.
• Who it’s for: Shoppers who celebrate it.
• Products to feature: Gifts and baskets, candy, food for the family meal, and spring clothing.
• Recommended campaign: I recommend a floating bar with a Countdown Timer that counts down to your last-order date, with the sale offer beside it. Count down to the day a standard-shipping order stops arriving in time. When it passes, you could switch the bar to an in-store pickup message or take it down.

April 2027

April 1: April Fool’s Day

• About this day: April Fool’s Day is observed in many countries. It falls on a Thursday in 2027.
• Who it’s for: A store with a playful brand and products to match, like gag gifts, prank kits, and novelty items.
• Recommended campaign: Online businesses can even post and send their own prank messages, but make sure your joke is light-hearted and not deceptive. I’d keep the prank on the surface and the offer real, because a visitor should never miss out on a discount because of the joke. I’d recommend a Coupon Wheel, so you can mix in a joke prize like a rubber chicken alongside a real discount. End the campaign the same day, so the joke doesn’t carry into April 2.

April 22: Earth Day

• About this day: Earth Day is a global date. It falls on a Thursday in 2027.
• Who it’s for: Run this one only if sustainability is already part of how your store works.
• Products to feature: Eco-friendly products, reusable items, and gardening tools.
• Recommended campaign: Make sure any claim in your campaign is one you can back, like a specific eco-friendly product line or a tree planted for every order over a set amount. I recommend a Floating Bar so the commitment is the first thing visitors read. Keep it to one line, such as “We plant a tree with every order this week.” Set it to start a few days before April 22, so shoppers see it while they plan.

May 2027

May 5: Cinco de Mayo

• About this day: Cinco de Mayo is a party date for shoppers in the US and some other countries, where it celebrates Mexican culture and cuisine. In Mexico, it’s a regional holiday rather than one celebrated nationally.
• Who it’s for: I’d aim this campaign at your US audience instead of assuming it carries over everywhere.
• Products to feature: Food, cooking supplies, decorations, and festive outfits.
• Recommended campaign: I recommend a Yes/No popup that asks, “Hosting a party this weekend?” Send the yes clicks to a party-supplies bundle with free shipping, and leave everyone else alone.

May 9: Mother’s Day

• About this day: Mother’s Day falls on Sunday, May 9, in the US.
• Who it’s for: Gift shoppers.
• Products to feature: Flowers, jewelry, personalized items, and spa products.
• Recommended campaign: I’d send a gift guide email and put the deadline on your site as well. I suggest a Countdown Timer that ends on your last day to order in time. Put a discount code in the same popup.

Here’s an example of a Mother’s Day popup built from an OptinMonster template:

May 31: Memorial Day

• About this day: Memorial Day falls on Monday, May 31, in the US, which makes it the unofficial start of summer and one of the big sale weekends of the year.
• Who it’s for: US shoppers.
• Products to feature: Outdoor gear, grills, barbecue supplies, and patriotic merchandise.
• Recommended campaign: I recommend a Floating Bar announcing the weekend deal. It is also a day of remembrance, so I suggesr keeping the tone plain and leaving out the jokes. To mark the day itself, make it a message rather than a discount.

June 2027

Month of June: Pride Month

• About this day: Pride Month runs all of June, and it’s observed around the world.
• Who it’s for: Businesses that support LGBTQ+ causes all year, so a Pride campaign reads as genuine. If June is the only month you mention it, then a rainbow discount can look like you’re just trying to capitalize on the moment.
• Products to feature: Products from LGBTQ+-owned makers.
• Recommended campaign: I recommend a message over a markdown. Share who you donate to or partner with. Use Page-Level Targeting to show that message only on the collection page that holds those products.

June 19: Juneteenth

• About this day: Juneteenth is a US holiday that marks the end of slavery in the United States on June 19, 1865. It has been a federal holiday since 2021, and in 2027 it falls on a Saturday.
• Who it’s for: Stores that already work with Black-owned makers. If you do not, I recommend leaving the date alone.
• Products to feature: Products from Black-owned makers, or a short post on the history of the day.
• Recommended campaign: I’d skip the sale and send a message instead, using a floating bar at the top of your site. See our guide on how to create a floating bar for the setup.

June 20: Father’s Day

• About this day: Father’s Day falls on Sunday, June 20, 2027, in the US and several other countries.
• Who it’s for: Shoppers buying gifts, so your last day for delivery in time matters most.
• Recommended campaign: I recommend a Yes/No popup that asks, “Shopping for Dad?” and sends the yes clicks to your gift guide, with the shipping cutoff stated in the popup. Send the same gift guide to your email list in the first week of June.

Our Father’s Day popup template is a quick place to start. Here, you see that template in our drag-and-drop builder which lets you easily edit the template with just a few clicks.

June 21: First Day of Summer

• About this day: The June solstice falls on Monday, June 21, 2027, and it starts summer in the northern hemisphere. In the southern hemisphere it’s the first day of winter.
• Who it’s for: Everyone else. If you sell in the southern hemisphere, then switch the offer to cold-weather stock.
• Products to feature: Summer clothing, travel accessories, and outdoor gear.
• Recommended campaign: I recommend a slide-in that appears as visitors scroll, showing your new summer collection with one lead item and a discount code. It stays out of the way of shoppers who are already browsing.

July 2027

Prime Day Week (Dates Announced Each Spring)

• About this day: Amazon announces Prime Day each spring, and in 2026, it ran from June 23 to 26. Check Amazon’s announcement before you finalize your plan.
• Who it’s for: Stores whose visitors may leave to check Amazon’s deals.
• Recommended campaign: You can run your own mid-summer sale, or you can counter it with a loyalty offer. I recommend picking one, so your message stays simple. I recommend using an Exit-Intent® popup to show your sale code or loyalty offer right before they go.

July 4: Independence Day

• About this day: July 4 falls on a Sunday in 2027, so the federal holiday moves to Monday, July 5. Your sale weekend is July 2 to 5.
• Who it’s for: Stores selling to US shoppers.
• Products to feature: Patio and BBQ supplies, summer apparel, and patriotic decor are the easy ones.
• Recommended campaign: A summer-sale offer in red, white, and blue fits well. I recommend a floating bar with a Countdown Timer that ends on Monday night. It tells visitors exactly how long they have to buy.

August 2027

Month of August: Back to School

• About this day: In the United States, school start dates run from late July through early September, and Southern states tend to start earliest.
• Who it’s for: If you have a local or regional business in these states, then remember to time your back-to-school marketing appropriately. Parents want the deals and students want the dorm essentials.
• Products to feature: School supplies, backpacks, clothing, electronics, and dorm essentials, ideally bundled with a discount code.
• Recommended campaign: If your list is segmented, send each group its own version of the offer with lead segmentation. If you have a national or international customer base, you don’t want one start date for everybody. You could show an early offer to your Southern visitors in July, and hold the same offer for everyone else until later.

August 9: National Book Lovers Day

• About this day: National Book Lovers Day falls on a Monday in 2027.
• Who it’s for: It is a natural fit for publishers, authors, and booksellers. But a wide variety of eCommerce stores can also use it by focusing on the cozy factor of curling up with a good book.
• Products to feature: Coffee, tea, mugs, blankets, and loungewear all fit, and so do e-readers and ebook subscriptions. Bundle a few of them into a relaxing night of reading and make that your offer.
• Recommended campaign: I recommend a lead magnet: offer a free ebook or short story PDF in exchange for an email address. A relevant lead magnet that fits the day can help grow your email list.

August 26: National Dog Day

• About this day: National Dog Day lands on a Thursday in 2027.
• Who it’s for: It is for pet stores and anyone with a pet-adjacent product.
• Products to feature: Dog food, toys, and supplies are obvious offers. Alternatively, you can donate a percentage of the day’s proceeds to an animal rescue organization.
• Recommended campaign: Shoppers share photos of their dogs on this day, so I’d build the campaign around those photos. Ask your customers for pictures a week ahead, then feature the best ones on social media and in your email newsletter.

September 2027

Month of September: Back to School, continued

• About this day: Not every shopper finishes back-to-school buying in August. Late-start districts and college move-in mean that you can keep going with dorm and tech sales.
• Who it’s for: Late-start district families and college move-in shoppers.
• Products to feature: Dorm and tech bundles, since a parent buying a mini fridge also needs bedding and a lamp.
• Recommended campaign: I recommend an Exit-Intent® popup on your dorm and tech category pages that offers a bundle discount to anyone about to leave. It gives the shopper who is still comparing prices a reason to decide before they leave. Make sure to name the bundle in the headline, so the offer is clear first.

September 6: Labor Day

• About this day: Labor Day is a US holiday, and Monday is the last big summer sale for mattresses, appliances, and outdoor gear. Shoppers expect clearance pricing.
• Who it’s for: Mattress, appliance, and outdoor stores can lead with their biggest markdowns, and everyone else can offer a flat percentage.
• Recommended campaign: I’d use a Floating Bar with a Countdown Timer that ends Monday night, because your visitors already know the date.

September 18 to October 3: Oktoberfest

• About this day: Oktoberfest in Munich runs from September 18 to October 3 in 2027. Shoppers anywhere use it as a reason to buy beer, food, and gifts.
• Who it’s for: Specialty food, kitchen, and party stores, plus anyone selling brewing gear.
• Recommended campaign: The run crosses into October, so build one campaign for the whole stretch. I recommend a Coupon Wheel with German-themed prizes, such as a discount on beer steins, and run it from the 18th through the 3rd.

September 23: First Day of Fall

• About this day: September 23 is the first day of fall in the Northern Hemisphere. After the heat of the summer, customers are excited to prepare for cool, crisp weather and fall festivities.
• Who it’s for: Fall shoppers.
• Products to feature: Fall clothing, home decor, seasonal food, and candles.
• Recommended campaign: I recommend a popup that gives visitors a first look at your fall collection in exchange for their email address. You can reflect that feeling in the headline, such as “Cozy season starts here.”

FAQs

Show Your Best Holiday Offers to the Right Website Visitors

I’d start by picking the next three dates on this calendar that fit your store, then build the first campaign now instead of the week it’s due. Decide the offer, the format (a popup, a floating bar, or something else), and who should see it, then set it to run on the day.

Get started with OptinMonster today and have your first holiday campaign ready before the date arrives.

Also check out:

• Holiday Marketing Campaigns: How to Plan a Season That Sells
• Black Friday Marketing Strategy: A Week-by-Week BFCM Plan
• Holiday Email Templates and Examples
• How to Create a Countdown Timer Popup
• What Geotargeting Is and How to Use It