Holidays are a great source of sales and revenues for both online and offline stores. Holiday promotions drive engagement and stimulate purchases in addition to useful psychological effects – the sense of joy and festive mood cheer people up. Even if the event is not so festive, like, for example, the beginning of the school season in September. Students hardly “love” going to school on an average basis, but buying new copybooks, pencils, backpacks, and apparel is always an interesting experience, especially when stores are full of those highlighted back-to-school sections.
Besides, holidays are a season of gift-giving and decorations, so knowing the dates of the relevant events may help marketers offer bundled sets of goods and services to create holiday spirits for users and let them choose perfect gifts in advance.
To help you get prepared for holiday seasons in 2026, we’ve created an e-commerce marketing holiday calendar that features the dates and events you should cover. No matter what industry you are from and what you sell – building materials, jewelry, or grocery stores can adapt to holidays in a relevant way.
P.S. Not all holidays from the list may be popular in your region, still, many of them are quite international. Feel free to equip your marketing strategy even with the smallest local holidays that are popular in the area you operate.
P.P.S. Most people prefer holiday shopping and gift-hunting in advance, so start preparing for the holiday you plan to commemorate at least 2 weeks in advance. With bigger holidays like Christmas, start even earlier, in 1,5 months.
How to Succeed During the Holiday Season: Tips and Best Practices
Engage Users Early Across the Extended Season
Consumers begin holiday shopping well before traditional peak weeks – often as early as October – and continue through to the New Year. To “win the season,” you need to launch campaigns early and remain present throughout the extended shopping window. Running always-on campaigns ensures your offers appear wherever shoppers are researching and planning purchases.
Highlight Product Value and Discoverability
Shoppers in 2026 are cautious and research-driven, so emphasizing long-term product value alongside seasonal deals is essential. Update product descriptions and creative to highlight value, benefits, and promotions. Make products discoverable across key platforms like Google Search and social media by keeping your data accurate and connected.
Build Trust and Confidence with Search and Video
Beyond price, shoppers seek validation before buying. Search remains the most common way consumers confirm product facts like quality and reviews, while YouTube and other video channels are critical for inspiration and trusted opinions. Tailor creatives (e.g., Shorts for discovery, livestreams for Q&A, long-form reviews for in-depth evaluation) and partner with trusted creators to build confidence.
Deepen Loyalty and Nurture High-Value Customers
Holiday marketing isn’t just about acquisition – it’s also about retention and lifetime value. Leverage personalization, loyalty programs, member-only perks, and tailored experiences to re-engage and reward past customers. Connecting campaigns across data and sophisticated marketing tools can help reinforce long-term relationships and drive repeat purchases.
Remove Friction in the Shopping Journey
Even compelling offers don’t convert if the path to purchase is difficult. Simplify the experience by optimizing checkout flows, highlighting convenient shipping or local pickup options, and ensuring consistent inventory information across online and offline channels. Seamless transitions from intent to purchase help reduce churn and cart abandonment.
Leverage AI to Drive Smarter Decisions
AI is positioned as the backbone of the 2026 holiday strategy. Use AI across data, content, and performance to:
Identify and prioritize high-value audience segments
Generate and optimize creative assets at scale
Improve campaign efficiency and ROI through smarter bidding and targeting
2026 E-Commerce Marketing Holiday Calendar
Grab a PDF version of the E-Commerce Marketing Calendar to have a hint at hand.
Curious holiday facts come as a bonus.
January 2026
January is a traditional winter holiday month, but it is calmer than December. New Year and Christmas have passed, and people try to begin a new life with better habits (usually from January 1st or from any Monday available). Still, it’s not a dead season at all – people in many countries continue to celebrate. Besides, due to traditionally snowy and frosty weather, many people take on winter activities like sliding, skiing, winter saunas, and even Polar bear plunge (swimming in ice-cold water in lakes).
Holidays
New Year’s Day — January 1
Quitters Day — January 9
International Thank-You Day — January 11
National Hat Day — January 15
Blue Monday — January 19
Australia Day — Jan 26
International Puzzle Day — January 29
Top items to sell
Food and beverage
Sweet treats
Hiking apparel
Apparel for active sports
SPA and relax
Yoga and gym memberships
Accessories and fashion
Various subscriptions (music, video streaming, education)
February 2026
Love is in the air! It would be impossible not to mention St. Valentine’s Day, which indicates the most romantic time of the year. Besides, in 2026, February is the month of Lunar New Year – the year of the Horse officially begins.
Due to the tendency of more and more young people to stay single for a long time and not hurry to start relationships and families, new holidays become popular together with St. Valentine’s Day – Galentine’s Day (celebrates friendship) and Singles Awareness Day (promotes self-care and self-awareness for single people). And – boo! – Friday 13 is also here as a pinch of mysticism.
Holidays
World Nutella Day — February 5
Super Bowl Sunday — February 8
Galentine’s Day — February 13
Valentine’s Day — February 14
Singles Awareness Day — February 15
Lunar New Year — February 17
Cat Day — February 22
Top items to sell
Flowers and alternative bouquets (chocolate, appetizers, beer – depends on who’s the receiver)
Nutella and themed goods
Jewelry
Cosmetics (decorative, skincare, body care)
Couple event certificates
Friendship bracelets
Self-care items
Pet goods and apparel
Party decorations
Sparkles and fireworks (careful here – mind safety and legal regulations)
March 2026
March, as the beginning of spring, indicates the awakening of nature, often causing the desire to redecorate, remaster, and renovate everything from clothes and furniture to habits and activities. International Women’s Day is marked by thoughtful campaigns and women's appreciation. Besides, March is full of spiritual holidays like Holi, Purim, Nowruz, and the Spring Equinox that also mark the new life awakening and joy.
At the same time, March also has geeky and funny holidays like Mario day, Pi Day (yes, the 3,14 one), and St. Patrick's.
Holidays
- Purim, Holi – March 2
International Women’s Day – March 8
Pi Day — March 14
St. Patrick’s Day — March 17
International Happiness Day — March 20
Nowruz Persian New Year, Spring Equinox – March 2
Earth Hour – March 28
Top items to sell
Self-care goods
Flowers and colorful decorations
Costumes (dress-up parties are becoming popular on Purim)
Green things
Eco-friendly items
SPA, massage, yoga, retreat memberships
Math-themed goods for enthusiasts
April 2026
Egg hunting, colorful eggs, chocolate eggs, rabbits, and Easter buns – it's all Easter season. In 2026, both Easters (Catholic and Orthodox) are celebrated in early April. That said, the Easter theme should be present since late March.
April holidays vary from funny (Fool’s Day) to thoughtful ones (Earth Day), so make sure your campaigns are balanced and up-to-date.
Idea: If you operate in multicultural locations where people celebrate many holidays, it’s absolutely ok to sell, say, Easter-themed items for more than one month. It will not be overwhelming at all, but highly appreciated by the local community. The idea is to always make sure that your campaigns match your audience’s preferences – and success will soon come.
Holidays
April Fool’s Day — April 1
- Easter (Catholic Christianity) — April 5
World Health Day — April 7
National Pet Day — April 11
Easter (Orthodox Christianity) — April 12
Earth Day — April 22
Netherlands King’s Birthday – April 27
Top items to sell
Easter-themed goods
Eco-friendly and gardening
Outdoor activities equipment
BBQ equipment
Fun and prank
Self-care goods
The Netherlands – orange things
May 2026
May is a month of celebration, creativity, and emotional connections. Spring is in full bloom, motivating people to spend more time outdoors, celebrate pop culture fandoms, and show appreciation to loved ones — especially mothers. The mix of geek culture, food-centric days, and family-oriented holidays makes May perfect for playful, heartfelt, and gift-driven campaigns.
At the same time, May encourages indulgence and self-expression, with humorous holidays that invite brands to be bold, fun, and relatable.
Holidays
International Labor Day — May 1
Harry Potter Day — May 2
Star Wars Day — May 4
Cinco de Mayo — May 5
Mother’s Day — May 10
World Baking Day — May 17
World No Tobacco Day — May 31
Top items to sell
Gifts for moms
Fan merchandise (Harry Potter, Star Wars)
Baking tools, ingredients, kitchen gadgets
Party decorations and festive drinkware
Geek apparel and collectibles
Healthy lifestyle and quit-smoking products
Outdoor activities equipment (tents, BBQ gear, active games)
June 2026
June marks the transition into summer, bringing energy, movement, and optimism. It’s a month centered around health, productivity, friendships, and family, especially fathers. Consumers are more active, outdoorsy, and focused on personal improvement as summer routines begin.
This is also a strong month for lifestyle and performance-oriented messaging.
Holidays
Global Running Day — June 3
World Environment Day — June 5
Best Friends Day — June 8
World Productivity Day — June 20
- Father’s Day — June 21
First Day of Summer — June 21
National Selfie Day — June 21
Top items to sell
Sportswear and fitness accessories
Eco-friendly and sustainable products
Gifts for dads
Productivity tools and planners
Summer apparel and sunglasses
Phone accessories and selfie gear
July 2026
July is loud, social, and indulgent. National holidays, major sales events, and food-centric celebrations drive high engagement and impulse purchases. Summer vacations are in full swing, and consumers are highly responsive to discounts, limited-time deals, and fun, shareable content.
This month blends patriotism, digital commerce, and pure summer joy.
Holidays
Canada Day — July 1
Independence Day (US) — July 4
World Chocolate Day — July 7
Amazon Prime Day — July 14–15
National Ice Cream Day — July 19
World Emoji Day — July 17
International Friendship Day — July 30
Top items to sell
Seasonal discounts and flash-sale bundles
Chocolates, sweets, and gourmet treats
Ice cream makers and summer snacks
Party supplies, outdoor décor, BBQ facilities
Friendship gifts and matching accessories
Beachwear and vacation goods
Tech deals and everyday essentials
- Fireworks (be careful to check legal regulations)
August 2026
August is a blend of relaxation and preparation. While many people embrace slow summer days, others shift focus toward back-to-school routines. The month combines playful, lighthearted holidays with practical shopping needs, making it ideal for both fun campaigns and necessity-driven promotions.
Pet lovers, students, and lifestyle audiences are especially active.
Holidays
International Beer Day — August 7
National Lazy Day — August 10
World Lion Day — August 10
World Photography Day — August 19
Back-to-School Season — All month
World Plant Milk Day — August 22
International Dog Day — August 26
Top items to sell
Back-to-school supplies and backpacks
Pet products and dog accessories
Cameras, lenses, and photography gear
Non-dairy food and beverage products
Home comfort and leisure items
Beer accessories and summer drinkware
September 2026
September signals a return to structure, learning, and routine. As summer ends, consumers focus on productivity, education, and personal growth. It’s also a playful month with quirky holidays that allow brands to experiment with humor and niche audiences.
This is a strong time for professional, educational, and self-improvement products.
Holidays
Labor Day (US) — September 7
World Beard Day — September 5
International Literacy Day — September 8
Programmers’ Day — September 13
Talk Like a Pirate Day — September 19
World Gratitude Day — September 21
Top items to sell
Office supplies and productivity tools
Books, e-readers, and learning materials
Grooming and beard care products
Tech gadgets and developer gear
Funny costumes and novelty items
Gratitude journals and wellness products
Educational courses and subscriptions
October 2026
October is one of the most emotionally diverse months of the year. It blends wellness awareness, ethical consumption, cultural celebrations, and playful spooky energy. Consumers are highly engaged, creative, and responsive to storytelling and cause-driven campaigns.
Halloween and early deal events make October a major revenue driver.
Holidays
World Vegetarian Day — October 1
World Mental Health Day — October 10
National Dessert Day — October 14
International Sloth Day — October 20
Durga Puja – October 21
Halloween — October 31
Breast Cancer Awareness Month — All month
Top items to sell
Halloween costumes and decorations
Desserts, baking kits, and sweets
Mental health and self-care products
Vegetarian and plant-based foods
Pink merchandise for awareness campaigns
Limited-time promotional bundles
November 2026
November is the most commerce-intensive month of the year. It combines cultural holidays, gratitude-driven messaging, and massive shopping events like Black Friday, Cyber Monday, and Double 11. Consumers are deal-focused, emotionally engaged, and ready to buy – both for themselves and as gifts.
Trust, value, and urgency are key themes. Besides, don’t forget to make your campaigns eye-catching: there are usually thousands of brands offering Black Friday deals, and consumers may face something that is referred to as “banner blindness”.
Holidays
World Vegan Day — November 1
Diwali — November 8-9
Singles’ Day (11.11) — November 11
World Kindness Day — November 13
Thanksgiving – November 26
Black Friday — November 27
Cyber Monday — November 30
Top items to sell
Major discounts across all categories
Electronics and high-ticket items
Gift bundles and holiday pre-sales
Vegan and festive food products
Home goods and kitchenware
Small-business and handmade products
December 2026
December is the emotional and commercial peak of the year – Christmas and New Year preparations start in November and last for all of December, allowing both early deal seekers and last-minute shoppers to prepare for the holidays. This season is driven by gift-giving, family traditions, generosity, reflection, celebrations, and smart parties. Consumers expect convenience, fast shipping, and meaningful experiences while also preparing for the new year.
December messaging should balance urgency with warmth and gratitude, as well as include luxury and a sparkling vibe in addition to “home and family” – unlike Christmas, the New Year is more often celebrated going out.
Holidays
Hanukkah – December 5
Green Monday — December 14
Ugly Christmas Sweater Day — December 18
Christmas Eve — December 24
Christmas Day — December 25
National Thank-You Note Day — December 26
New Year’s Eve — December 31
Top items to sell
Holiday gifts and gift cards
Ugly sweaters and festive apparel
Eco-friendly and last-minute gifts
Wrapping supplies and decorations
Subscription services and digital products
New-year planners and self-improvement tools
Summing It Up
This 2026 marketing calendar is a helpful way to plan your campaigns effectively and maybe get some inspirational ideas for your creative efforts. No matter what holidays you are planning to commemorate, always remember to carefully plan everything in advance, and don’t forget to research your local holidays – your audience will appreciate your attention to their important events.
