2026 is here, which means it’s time to fill in your e-commerce marketing calendar. To help you stay ahead, we’ve pulled together the retail holidays, international shopping events and industry gatherings that shape customer demand worldwide.
JANUARY
New Year’s Day - Jan 1st
A fresh start for many – and the ideal time to offer “new beginnings” deals. Think discounts on fitness, travel gear, home-improvement, or anything tied to new-year resolutions.
FEBRUARY
Valentine’s Day – February 14th
The most romantic day of the year (for some!) In early February, many consumers will head online to search for the perfect gift for their other half. What personal touches can your business offer to make their purchase extra special? Gift wrapping and the option to add a personalized note are just a couple of ideas.
Chinese New Year – February 17th
This annual festival celebrates new beginnings and is observed across multiple countries in Asia. Retailers both local and global often see a spike in online shopping for gifts, food, and festive items. E-commerce businesses can use this opportunity to launch special offers and limited-edition products that align with the spirit of the holiday.
MARCH
International Women’s Day 2026 – March 8th
A global celebration of women’s achievements – and a key moment for brands to showcase their values. Consider spotlighting women-owned brands, running empowerment-themed campaigns, or donating a portion of sales to relevant causes.
St. Patrick’s Day – March 17th
A festive favourite filled with all things green! While traditionally rooted in Irish culture, the celebration has become a global moment – especially for themed apparel, party supplies, food and drink, and novelty items. Limited-edition designs and fun, seasonal bundles can help capture the spirit of the day.
Eid-al Fitr – expected late March/early April (dates vary by moon sighting)
Marking the end of Ramadan, Eid-al Fitr is a major shopping period across many Muslim-majority markets. Consumers often buy gifts, clothing, home décor, and food for family gatherings. If you sell cross-border, be ready for increased demand – especially for fashion, fragrance, and gifting products. Thoughtful, culturally-aligned promotions can help your brand stand out.
APRIL
Easter – April 5th
A key moment in the spring calendar, Easter drives strong demand for gifts, seasonal décor, confectionery, and family-focused products. It’s also a great opportunity to refresh your storefront with bright, spring-themed visuals and limited-edition bundles. Consider early promotions – many shoppers plan ahead for family celebrations.
Earth Day – April 22nd
Sustainability continues to influence consumer choices, making Earth Day the perfect moment to highlight your brand’s green credentials. Think eco-friendly packaging, carbon-reduced shipping options, or products made from recycled or responsibly sourced materials. Even small steps can resonate strongly with environmentally conscious shoppers.
MAY
Small Business Week (US) – early May
If you target US shoppers or operate on US marketplaces, Small Business Week offers the chance to tell your brand story and highlight what makes your business unique. It’s also a moment when many consumers intentionally shop small – so spotlighting your values can help boost visibility.
Mother’s Day (US & several European countries) – May 10th
A major gifting occasion in many markets, Mother’s Day drives strong demand for flowers, jewellery, beauty products, and home comforts. Shoppers often look for thoughtful gestures, so consider curated gift bundles and the ability to add personalized notes. Promotions tend to begin early – make sure your stock and fulfilment planning are ready.
JUNE
World Environment Day – June 5th
Sustainability is top of mind for many consumers, making World Environment Day a great opportunity to highlight your brand’s eco-friendly initiatives. Whether it’s recycled materials, greener packaging, or carbon-reduced delivery options, even small improvements can help you connect with environmentally conscious shoppers.
618 Shopping Festival in China – June 18th
One of China’s biggest mid-year shopping events, 618 drives huge online traffic and sales – especially across marketplaces like JD and Tmall. Shoppers hunt for deals on electronics, fashion, beauty, and home goods. If your business sells into China, early planning around promotions, inventory and cross-border logistics is essential to capture the surge in demand.
Father’s Day (US and UK) – June 21st
A key gifting occasion, Father’s Day inspires shoppers to look for thoughtful presents – from grooming kits and tech gadgets to personalised items and hobby-related gifts. Consider curated bundles, limited-edition products, or express shipping options to help last-minute buyers find exactly what they need.
JULY
US Independence Day – July 4th
A major celebration across the United States, July 4th drives strong demand for patriotic-themed products, outdoor gear, party supplies, and summer essentials. Shoppers look for everything from décor and apparel to BBQ equipment and picnic items. It’s an ideal moment to launch limited-edition designs, or run a “Stars & Stripes”-themed promotion.
Amazon Prime Day – exact dates to be announced
One of the biggest global online shopping events of the year, Amazon Prime Day creates a surge in traffic not only on Amazon itself but across the wider e-commerce landscape. Shoppers expect big discounts, fast delivery, and great value – making it a prime opportunity (pun intended!) for SMEs to cash in. If you sell on Amazon, prepare bundles, lightning deals, and ensure your inventory and fulfilment are ready for high-volume orders. Even if you don’t, consider running your own parallel promotions to capture deal-seeking shoppers.
AUGUST
Travel Season = Summer Sales!
With holidays in full swing, shoppers look for last-minute travel essentials, outdoor gear, and seasonal apparel. It’s also a great time to run end-of-summer clearance events to make space for incoming autumn stock. Consider offering generous discounts to increase basket size.
SEPTEMBER
Labor Day (US) – September 1st
A long-standing US holiday, Labor Day signals the end of summer and the start of back-to-work and back-to-school shopping. Consumers look for deals on apparel, home goods, and tech. It’s a great time to run promotions, bundle products, or launch seasonal campaigns that resonate with productivity, lifestyle refreshes, or home organization.
Mid-Autumn Festival – September 25th (date may vary)
Celebrated across many Asian markets, this Chines festival emphasizes family gatherings and gift-giving, often with mooncakes, tea, and specialty gifts. If you sell cross-border, consider creating culturally aligned product bundles, gift sets, or promotions that cater to customers celebrating this occasion. Early planning is key for timely delivery.
OCTOBER
Halloween – October 31st
The spookiest day of the year gives fancy dress, candy and décor businesses their moment to shine. Join in the fun with some themed social media posts – the scarier the better!
NOVEMBER
Diwali – November 8th
Diwali, the festival of lights, is a major shopping season across India and among South Asian communities worldwide. Shoppers purchase gifts, sweets, festive décor, and clothing to celebrate the occasion. For e-commerce businesses, it’s the perfect opportunity to launch culturally relevant promotions, limited-edition products, and gift bundles.
Singles’ Day - November 11
Singles’ Day first emerged in China in the 1990s as a day to celebrate those not in relationship. It has since become one of the biggest shopping days in the world. Millions of consumers head online looking for bargains, and with Chinese buyers’ fondness for foreign brands, there are many lucrative opportunities for savvy businesses across the world.
Black Friday – November 27th
The previously US-focused sales day has evolved into a global phenomenon. Customers across the world will be heading online ready to spend, spend, spend, so be prepared. And don’t forget Cyber Monday on the 1st of December – a great chance to sell any leftover stock. Stick them both in your retail calendar now!
Small Business Saturday (US) – November 28th
Today is the day to proudly wave your small business flag! American Express initiated the Small Business Saturday awareness day back in 2010, with the aim of encouraging consumers to support local businesses.
DECEMBER
Christmas Day Countdown – December 1st onwards
The end of the year marks your final opportunity to make some significant sales. As Santa himself knows, preparation is crucial – there's no such thing as being too early! But don’t neglect the last-minute shoppers either – offering Express/Next-Day shipping will help your business attract these hurried buyers.
Small Business Saturday (UK) – typically the first Saturday in December
UK small businesses get their own day in the spotlight on the first Saturday of December – a perfect opportunity to shout about the benefits of your size! Share the story behind your brand, showcase your unique products, and highlight what makes your offerings different from the big retailers.
Boxing Day – December 26th
A major post-Christmas sales event in several markets, Boxing Day is perfect for clearing inventory and driving quick wins. Shoppers expect big discounts on electronics, fashion, and home goods, so spotlight “end-of-year” deals and limited-time bundles to capture bargain hunters.
New Year’s Eve – December 31st
The champagne is being poured, people are feeling celebratory … jump in on the spirit by launching an end-of-season sale. It’s the perfect opportunity to shift any leftover Christmas stock ready for a fresh slate in 2027. We wish you a joyful and profitable sales period!
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