Start prepping your 2026 peak season marketing plans by adding these upcoming sales dates to your calendar. Belgians spent €18.3 billion online in 20251, so there’s plenty to play for. Here’s to a lucrative season!
Peak season sales dates 2026 at a glance
October 31st: Halloween
Whilst not as big an event as others in our list, the spookiest day of the year should still be in your sales calendar. Many shoppers now head online for costumes, sweets and decorations, giving e-commerce businesses a great chance to take a slice of the (pumpkin) pie.
November 11th: Singles’ Day
Singles’ Day first emerged in China in the 1990s as an unofficial holiday to celebrate those not in a relationship. It has since grown into one of the world's biggest shopping events, with Chinese platforms running promotions for weeks in the lead-up to 11 November. Millions of consumers head online for bargains, and with Chinese buyers’ fondness for foreign brands, cross-border e-commerce businesses have many lucrative opportunities.
November 27th: Black Friday
A key priority for your e-commerce sales strategy. This event originated in the US, where the Friday after Thanksgiving traditionally marked the start of the Christmas shopping season. It has since become a global phenomenon, with retailers offering huge deals and discounts to lure bargain hunters in. In Belgium, the deals now stretch across much of “Black November”, and shoppers increasingly buy online. NielsenIQ found that online accounted for 52% of Belgian technical consumer goods sales during Black Friday week 2025, compared with a 45% average.2 Need inspiration? Try these Black Friday marketing strategies for small businesses.
November 30th: Cyber Monday
When home internet was slow, many Americans browsed shops over Thanksgiving weekend, then used the faster connection at work on Monday to jump online and shop. Today, internet speed isn't a problem, but the day remains a key sales-season event, with many businesses using the opportunity to shift leftover Black Friday stock at further discounts. In Belgium, it’s also the last big promotional push for fashion, shoe and leather goods retailers before the pre-sales waiting period (sperperiode/période d’attente) starts on 2 December.3
December 6th: St. Nicholas Day (Sunday)
Celebrated across Belgium as Sinterklaas or Saint-Nicolas, St. Nicholas Day is one of the year's biggest gift-giving moments, with small gifts, sweets, and festive cheer, especially for kids. If you sell toys, seasonal treats, or stocking stuffers, this is a great opportunity to run a promotion or themed campaign. As 6 December falls on a Sunday this year, set your delivery cut-offs so orders arrive by Saturday 5 December.
December 14th: Green Monday
Coined by eBay, Green Monday is one of December's biggest online shopping days. It typically falls on the second Monday of the month and captures shoppers who want to grab deals while still ensuring on-time Christmas delivery. It’s a great chance to offer flash sales or highlight bestsellers before the final holiday rush. If you sell clothing, shoes or leather goods in Belgium, the waiting period still applies, so lean on gift guides and bestsellers rather than price cuts.
December 19th: Super Saturday
Also known as “Panic Saturday” – for obvious reasons – this is the final Saturday before Christmas when all the last-minute shoppers suddenly realise they can’t put off thinking about the big day any longer. Other savvy shoppers wait until Super Saturday to shop, expecting deals. Be clear about final Christmas delivery shipping times on your website so customers don’t miss the deadline.
December 21st: Last Monday before Christmas
Not to be outdone, some last-minute shoppers wait until the Monday right before Christmas to squeeze in their gift buying. Only online retailers offering next-day delivery will cash in here, so shout about your speedy shipping on your e-commerce website and across your socials to attract them to your store.
January 2nd: Winter sales
With the big day over, the sales bonanza begins, as Belgium’s winter sales run from 2 to 31 January 2027.3 It’s a great opportunity for your business to shift any excess seasonal inventory – just be sure your online store is optimized for mobile, ready for shoppers having a lazy scroll on the sofa during the post-Christmas slump! Once the rush is over, use our guide to plan your next steps after peak season.
Worried about the holiday rush? Get support from the logistics experts with a DHL Express Business Account.
Attention SME Superheroes! With Peak Season nearly here, we know small businesses have a million things to consider. But don’t fret! Use our dedicated Peak Season Sales & Logistics Checklist to ensure your business is fully prepared to cash in on every opportunity. Happy selling!
Frequently asked questions about peak season e-commerce sales dates
When is Black Friday 2026 in Belgium?
Black Friday falls on Friday 27 November 2026. Many Belgian retailers start deals earlier in November and run them until Cyber Monday on 30 November.
Can Belgian retailers offer discounts in December?
Most retailers can. However, clothing, shoe and leather goods sellers can’t announce price reductions that apply during the pre-sales waiting period (sperperiode/période d’attente), which runs from 2 December 2026 to 1 January 2027.3 A Council of State ruling in May 2026 has put parts of Belgium’s sales rules under review, so check the latest guidance from FPS Economy before you plan your December campaigns.4
When is St. Nicholas Day 2026?
St. Nicholas Day (Sinterklaas/Saint-Nicolas) falls on Sunday 6 December 2026. Children traditionally find their gifts that morning, so aim to deliver orders by Saturday 5 December.
When do the winter sales start in Belgium in 2027?
The winter sales (Solden/Soldes) run from Saturday 2 January to Sunday 31 January 2027. They start a day earlier than usual because 3 January falls on a Sunday.3
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