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Annie Everill

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Wattbike

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Key dates for your 2026 marketing calendar

A thoughtfully planned content calendar can make a real difference for brands aiming to drive sales, build stronger audience engagement, and remain competitive in their market, especially for ecommerce.

Every month brings fresh chances to reach your customers and showcase your brand. This might be through timely seasonal campaigns, major retail moments such as Black Friday, or awareness days that reflect what your brand stands for.

New Year’s Day marks a fresh start for businesses and consumers alike. Many shoppers are focused on self-improvement, new routines, and trying new products or services that support their goals for the year ahead.

💡 Marketing focus ideas: New Year’s resolutions, fitness gear and regimes, productivity tools, and "New Year, New You" campaigns

Taking place on the third Monday in January, Blue Monday is often described as the most depressing day of the year. Ecommerce brands can counter this with uplifting messaging, exclusive offers, or well-being-focused campaigns.

💡 Marketing focus ideas: Offering exclusive codes and discounts, running a sale, promoting mood and productivity goods and services

A traditional Scottish celebration that is particularly relevant for food and drink retailers, as well as brands with a strong regional or heritage focus.

💡 Marketing Focus: Whisky sales, Scottish food hampers, recipe blogs, themed social media content, leveraging local marketing and SEO

In February, many consumers will head online to search for the perfect gift for their other half, loved ones or friends. Valentine's day has changed throughout the years, giving retailers flexibility and creativity when it comes to Valentine goods, but there is still a key focus on the classic products, including cards, flowers, perfumes and more.

💡 Marketing Focus: Gift guides, personalised gifts, last-minute express shipping promotions, email remarking

2026 is the Year of the Horse. Lunar New Year is widely celebrated across Asia and within UK communities, with a strong focus on gifting, family gatherings, and celebration.

💡 Marketing Focus: Discounts and special offers, personalisations, animal-themed merchandise and gifting

Also known as Shrove Tuesday, Pancake Day is an important feast for many customers of the UK, ahead of Lent on Ash Wednesday and the upcoming Easter holiday. 

💡 Marketing Focus: Targeting for cooking equipment, recipes and children's gifts

London Fashion Week: February 20 - February 24

Twice a year in February and September, the UK's most prolific trade show takes place in London and showcases more than 250 designers to international audiences. London Fashion Week sets the tone for upcoming fashion trends and offers strong opportunities for fashion and lifestyle brands to create timely content.

💡 Marketing Focus: Promoting brands and trending styles, social media trends, planning future collections, celebrity endorsements and influencer marketing

Ramadan is a significant period for millions of Muslims in the UK and worldwide, influencing shopping habits amongst a range of categories. Many consumers look for special offers on food, home essentials, modest fashion, and thoughtful gifts for family, friends, neighbours and colleagues.

💡 Marketing Focus: Ramadan preparation campaigns, gift guides, home decor, food promotions, cooking guides, Eid decorations and gifts, a focus on community and charity

World Book Day is widely celebrated across the UK, particularly in schools and local communities. It encourages reading and creativity, with children dressing up as favourite characters and families purchasing books and costumes.

💡 Marketing Focus: Books for all ages, but especially children's books, children's costumes, emphasis on charity and local organisations 

This holiday celebrates women's achievements on a socioeconomic, cultural, and political level and has become a prominent celebration in the world of business. The ultimate vision is to encourage gender equality but many businesses will take this as an opportunity to thank women in their team, promote collaboration, look at the history of women's work and communicate and reflect on their company values. 

💡 Marketing Focus: Promoting relevant merchandise and women empowerment items, offering exclusive discounts and codes, an emphasis on brand image and employee recognition

Although Mother's Day is an international holiday, the UK celebrates it a bit earlier than other regions. This day is for children and partners alike to celebrate mothers with gifts and acknowledgement.  It also perfectly aligns with the arrival of spring, meaning you can combine the two and create a meaningful, colourful campaign which catches the attention of a wide audience.

💡 Marketing Focus: Personalised gifts and cards, mother-themed merchandise, discounts and offers, private and themed events

People of Irish heritage, and many others who aren't, celebrate St. Patrick's Day on the 17th of March every year. In ecommerce, it offers a strong visual theme and clear promotional hook across food, drink, clothing, and novelty items.

💡 Marketing Focus: Special promotions and campaigns for Irish produce, green themes and design concepts, a focus on food and drink

Dates may vary slightly based on moon sighting.

This is the Muslim festival celebrating the end of Ramadan, specifically known as the "feast of the sacrifice." Ecommerce companies can take this chance to promote a variety of products that can help celebrate the end of Ramadan and welcome Eid. Items can range from home decor to personalised gifts, religious gifts, food and beverages, and much more.

💡 Marketing Focus: Eid Mubarak merchandise, an emphasis on food and beverages, personalised gifts, homeware and cultural produce

April Fools’ Day is centred around humour and light-hearted fun. Brands often use this day to showcase personality through playful campaigns, particularly on social media.

💡 Marketing Focus: Humourse content and brand communications, promoting prank themes gifts and products 

Christians and communities across the world celebrate Jesus Christ's resurrection over Easter weekend. People purchase items such as chocolate eggs, sweets, gifts and more, whilst also gathering with friends and family.  Even if you don't sell easter specific goods, many businesses opt to add themes to their website, social posts and content.

💡 Marketing Focus: A focus on chocolate and sweets, themed campaigns including figures such as rabbits, eggs, spring motifs etc, exclusive offers and discounts, easter weekend sales

Earth Day promotes environmental awareness and sustainability. Many consumers expect brands to be transparent about their values, making this a valuable moment for purpose-driven messaging.

💡 Marketing Focus: Environmental campaigns relating to products and business, emphasis on company targets and values, promoting sustainable goods and services

“May the Fourth be with you!”. An iconic line is used throughout e-commerce, whether that be on mugs, t-shirts, posters or just a social media post to recognise the day. Star Wars fans worldwide come together to celebrate their favourite franchise, adding a massive emphasis on merchandise, costumes and any star wars themed product.

💡 Marketing Focus: Star Wars-themed products, costumes and clothing, merchandise, personalised gifts, social media campaigns 

Long weekends mean more time for shopping and an influx of customers being online. Ecommerce stores can use this time to promote their products but also target specific things that are relevant at the time, for example, outdoor wear, party clothing, food and drink, socialisation and homeware. 

💡 Marketing Focus: Food and beverages, social events and games, clothing and evening attire, limited time codes and discounts

This bank holiday signals the transition into summer, with customers preparing for holidays, social gatherings, and outdoor activities.

💡 Marketing Focus: Food and beverages, social events and games, clothing and evening attire, limited-time codes and discounts, holiday essentials, spring-themed products

Eid al Adha is one of the most important Islamic celebrations and is centred around generosity, family gatherings, and charitable giving. In the UK, many households prepare meals, exchange gifts, and make donations during this time. Ecommerce brands can support this by offering thoughtful gifting options, food-related products, and homeware suited to hosting. 

💡 Marketing focus ideas: Religious and cultural gifting, personalisation, food and beverages, chocolate and desserts

Pride Month celebrates the LGBTQ+ community and highlights progress made around equality, visibility, and inclusion. For ecommerce brands, this is an opportunity to communicate values, support communities in a genuine way, and build trust with audiences who expect authenticity. Many consumers actively seek out brands that show real commitment during this period, not just surface-level campaigns. 

💡 Marketing Focus: Pride-themed campaigns and events, merchandise and personalisation, emphasis on brand values and community

Father’s Day is a key ecommerce gifting moment, with shoppers often looking for meaningful but practical gifts. Buying behaviour typically increases in the two weeks leading up to the day, with many purchases made last minute. Gift guides and curated collections help customers make faster decisions. Clear delivery cut-off messaging is particularly important for conversions.

💡 Marketing Focus: Targeting men-related goods, physical activities and sporting events, toiletries, discounts and offers

According to figures from t3, Amazon Prime Day is the 2nd highest revenue-driving day after Black Friday, so it is a big focus for e-commerce brands who use the platform, but also those who don't, as competitors will have an extra advantage. Even if you don't sell via Amazon, you might want to consider introducing your own promotions in order to compete during this time.

💡 Marketing Focus: Gifting, technology and appliances, home goods, promotions and discounts. 

International Friendship Day focuses on celebrating close relationships and chosen family. While it is not a major sales driver, it works well for smaller, thoughtful gifts and personalised products. The day lends itself to softer messaging and emotionally led campaigns rather than heavy discounts. Social media content tends to perform well when focused on appreciation and shared moments.

💡 Marketing Focus: Gifting, personalisation, friendship-themed merchandise

International Cat Day sees strong engagement from pet owners, particularly on social media. Many customers share images of their pets and look for treats, toys, or accessories. Ecommerce brands can tap into this engagement with light-hearted campaigns or user-generated content. 

💡 Marketing Focus: Cat merchandise, social media trends and campaigns, cat products

National Dog Day celebrates dogs while also raising awareness of animal welfare and responsible ownership. Engagement is high, with brands often sharing customer pets or office dogs across social platforms. For ecommerce retailers, this day supports both product promotion and purpose-driven messaging. Charity tie-ins can help campaigns feel more meaningful.

💡 Marketing Focus: Dog merchandise, social media trends and campaigns, dog products, Charity and campaigning

The Summer Bank Holiday is closely linked to outdoor activities, social events, and end-of-summer plans. Many consumers are spending time with friends and family, hosting BBQs, or taking short breaks. Ecommerce brands can align products with these activities while also beginning to introduce end-of-season messaging.

💡 Marketing Focus: Food and beverages, social events and games, clothing, holiday essentials

Back-to-school season drives demand across clothing, footwear, stationery, technology, and accessories. Shopping typically starts weeks in advance, particularly for older students and parents of younger children. Ecommerce brands can support customers with bundles, checklists, and discounts. Partnering with student discount platforms can also increase reach and conversions.

💡 Marketing Focus: School essentials and kits, ' first day at school ' gifts, clothing and shoes, accessories and stationery, discount codes and social media giveaways

London Fashion Week attracts global attention and sets the tone for upcoming trends. Fashion and lifestyle brands can use this period to create trend-led content and join wider industry conversations. Social media engagement is particularly strong during this week. It is also a useful moment for planning future collections and campaigns.

💡 Marketing Focus: Social media campaigns and trends, trending styles, celebrity endorsements, influencer marketing, sponsorship opportunities

World Mental Health Day focuses on raising awareness of mental well-being and encouraging open conversations around mental health. Many brands use this moment to reinforce company values, promote balance, and show support for employees and customers alike. 

💡 Marketing Focus: Social media campaigns, business values, a focus on relaxation and self-care

Halloween is a significant retail event in the UK, particularly for costumes, decorations, and sweets. Celebrations continue to grow each year, with both children and adults taking part in themed activities and social events. Even brands outside traditional Halloween categories often join in through creative campaigns and website theming. Social media trends play a major role in driving engagement during this period.

💡 Marketing Focus: Fancy dress costumes, makeup and accessories, sweets, home decor, party wear and decorations, movie screenings, and any other Halloween-themed goods

Remember, remember the 5th of November - although the spend on bonfire night is relatively small, there is still a key focus on autumnal items and of course, fireworks. 

💡 Marketing Focus: Autumnal trends and styles, fireworks, sparklers, winter essentials

Diwali is a major festival of lights celebrated by Hindu, Sikh, and Jain communities, centred around new beginnings, family, and celebration. In the lead-up, many households purchase gifts, food, decorations, and clothing. 

💡 Marketing Focus: Key focus on Diwali themes, gifts, food and sweets, religious gifting, lights and home decor

Black Friday is one of the busiest ecommerce days of the year in the UK, driving high traffic and intense competition. Consumers actively compare prices, look for limited-time deals, and expect clear value. Brands need to prepare well in advance, ensuring stock availability, site performance, and mobile usability. Strong email and social campaigns are essential for cutting through the noise.

💡 Marketing Focus: Promotions and sales, Christmas-focused stock and goods, limited-time deals, newsletter campaigns and social media marketing

Cyber Monday follows Black Friday and continues the focus on online shopping and digital deals. It is particularly strong for technology, appliances, and fashion. Many brands use Cyber Monday to extend promotions or target shoppers who did not convert over Black Friday. Retargeting and email campaigns are especially effective during this period.

Throughout December, there is a huge focus on Christmas, with millions of people around the world going online to begin their seasonal shopping, sometimes even before December. Ecommerce businesses take this as an opportunity to not only market their products, but also revamp their website and content in line with the Christmas theme and make sure they are adapting strategies in line with trending searches and demands. 

Christmas Eve attracts last minute shoppers looking for gifts, food, and festive essentials. Delivery messaging becomes critical, with digital products, gift cards, and click and collect options performing particularly well. Brands that clearly communicate cut off times can gain a competitive advantage. Campaigns should focus on urgency and reassurance.

💡 Marketing Focus: Special delivery options, food and beverages, toys and games, gifts, home decor, decorations and Christmas themed produce, personalisation

Boxing Day is one of the UK’s biggest sales events, with customers actively seeking post-Christmas discounts. Many shoppers are self-gifting or spending Christmas money during this period. Clearance sales and limited stock messaging tend to perform strongly. It is also an opportunity to re-engage customers for the year ahead.

💡 Marketing Focus: Gifting and personalisation, sales and discounts, food and beverages

New Year’s Eve marks the end of the year and a shift in mindset towards fresh starts and self-improvement. Many consumers begin planning new routines, hobbies, or health goals ahead of January. Ecommerce brands can use this time to position products as tools for change and preparation. Messaging should feel optimistic and forward-looking.

💡 Marketing Focus: Self growth and improvements, hobbies and sports, fitness, health and wellbeing, skincare and beauty 

Ecommerce Content Calendar 2026