Media Buyer Reference
Ecommerce key dates 2026
The significant commercial and seasonal days to prepare creative around. Scan this every week as part of looking ahead, and brief well before each date so the work lands on time.
Lead time: brief and produce 3–4 weeks ahead of a normal date. For Q4 and BFCM, start 6–8 weeks ahead — the back half of November is the busiest, highest-stakes window of the year. Dates marked region-specific (US / UK / AU) only matter for clients in those markets.
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January
New year resetJan 1New Year's DayNew year, new you: fitness, wellness, organization, resolutionsMajor
All monthVeganuary / Dry January / Winter clearanceWellness, sober-curious, healthy-habit positioning, post-holiday clearanceNiche
Jan 19Blue MondaySelf-care, mood-boosting, comfort and treat-yourself anglesNiche
February
Valentine's peakFeb 13Galentine's DayFriendship gifting, female-led, self-loveNiche
Feb 14Valentine's DayGifting, jewelry, beauty, flowers, couples, date night, last-minutePeak
Feb 16USPresidents' DayUS retail sale weekend, mattresses/home/furnitureMajor
Feb 17Lunar New YearAPAC gifting, red and gold, Year of the Horse, prosperityMajor
Feb 18Ramadan beginsModest fashion, food, gifting, dates and family (through Mar 19)Niche
March
Spring + UK Mother's DayMar 8International Women's DayFemale-led brands, empowerment, founder storyNiche
Mar 15UKMother's Day (UK)UK gifting, jewelry, beauty, flowers, experiencesPeak
Mar 17St. Patrick's DayGreen, party, beverages, festive apparelNiche
Mar 20Eid al-FitrGifting, fashion, celebration, family feastNiche
April
Easter + spring refreshApr 1April Fools' DayPlayful campaigns, quirky product angles, fake-drop teasersNiche
Apr 5Easter SundayGifting, candy, family, spring refresh, kids and pastelsPeak
Apr 22Earth DaySustainability, eco, ethical sourcing, give-backNiche
May
US Mother's Day + summer kickoffMay 5Cinco de MayoParty, food and beverage, festiveNiche
May 10USMother's Day (US)Gifting, jewelry, beauty, flowers, self-care, experiencesPeak
May 25USMemorial DaySummer kickoff sales, BBQ, outdoor, apparel, homePeak
June
US Father's DayAll monthPride MonthInclusive campaigns, limited editions, community give-backNiche
Jun 21USFather's Day (US)Gifting, gadgets, grooming, tools, golf, hobbies, "for him"Peak
July
Prime Day + summer salesJul 4USIndependence DaySummer sales, BBQ, outdoor, red/white/blue, apparelPeak
Mid-JulyAmazon Prime DayDeal-seekers in-market: run competing promos and urgency (exact date TBC)Peak
August
Back to schoolAll monthBack to SchoolApparel, tech, supplies, dorm, routines and "fresh start"Peak
Late AugSummer clearanceEnd-of-season clearance, make room for fallMajor
September
Fall launchSep 7USLabor DayEnd-of-summer sales, last outdoor push, homePeak
All monthFall launch / college back-to-schoolNew-season collections, fall refresh, cozy and routine anglesMajor
October
Halloween + pre-holidayEarly OctAmazon Prime Big Deal DaysFall Prime event: pre-holiday deal demand, early giftingMajor
All monthBreast Cancer Awareness MonthCause campaigns, pink editions, donation tie-insNiche
Oct 31HalloweenCostumes, candy, party, beauty, decor, spooky anglesPeak
November
BFCM — peak seasonNov 8DiwaliGifting, APAC and Indian diaspora, festive, light and goldNiche
Nov 11Singles' Day (11.11)Largest global shopping day, deal urgency, self-giftingPeak
Nov 26USThanksgivingEarly-access Black Friday deals, gratitude angle, sale launchesPeak
Nov 27Black FridayBiggest sale day: doorbusters, max budget, strongest offer of the yearPeak
Nov 28Small Business SaturdayDTC and SMB story, shop-small, founder-ledMajor
Nov 30Cyber MondayOnline-only blowout, ecommerce apex, extend the offerPeak
December
Holiday gifting climaxDec 1Giving TuesdayCause and charity tie-in, give-back, communityMajor
Dec 14Green Monday / Free Shipping DayMid-December ecommerce push, shipping-cutoff urgencyMajor
Dec 19Super SaturdayLast-minute shoppers before Christmas, gift-card and express pushMajor
Dec 25ChristmasGifting climax, last-minute + digital gift cards, post-purchase warmthPeak
Dec 26UK / AU / CABoxing DayPost-Christmas sales, clearance, biggest sale day in UK/AUPeak
Dec 31New Year's EveParty, year-end clearance, resolution teaser for JanuaryMajor