Sell more with better email & SMS

Get ecommerce-focused email & SMS marketing that makes it easier to grow your brand, get sales & build better relationships.

Drive sales on autopilot with ecommerce-focused features

See Features

The 2024 marketing events calendar: Key dates to boost sales and engagement

Reading Time: 15 minutes

Some people believe that with so many events and holidays throughout the year, selecting the most relevant ones for subscribers is simply overwhelming.They think the safest bet is to stick to significant marketing days like Black Friday and Cyber Monday.

But while the major winter holidays drive sales, limiting campaigns to only these dates misses opportunities. Savvy brands don’t just default to the most mainstream events. They use a marketing calendar to identify lesser-known holidays aligned with their niche.

You tap into fresh, engaging narratives by diversifying your email content to include lesser-known holidays or unique observances. Let’s look at the big marketing events you can’t afford to miss each month of 2024.

2024 Marketing calendar

Ecommerce holidays for 2024

January

New Year’s Day (1/1)

New Year’s Day is your first opportunity to interact with your subscribers at the beginning of 2024. This is a good time to look forward to the upcoming year while reviewing everything that happened in 2023. The New Year is also an ideal chance to create flash sales for any stock that wasn’t sold during the holiday season.

With that being said, it’s important to keep in mind that your subscribers will be coming off the busy shopping season at the end of 2023. Even loyal customers may be reluctant to make new purchases after the new year—unless they need to spend gift cards that they received during the holidays.

Martin Luther King Jr. Day (1/15)

Martin Luther King Jr. Day honors the life and legacy of one of the most influential leaders of the US civil rights movement. Leverage this federal holiday to inspire kindness and community service. 

You can encourage community engagement by partnering with charitable causes. You could also highlight how purchases contribute to positive social impact. 

Use inclusive messaging and imagery in your campaigns. Additionally, see if you can offer discounts on products that enable donating or volunteering.

February

Valentine’s Day (2/14)

Valentine’s Day is one of the busiest times of the year for brands in a number of fields including jewelry, fashion, and candy. People are prepared to spend more money than usual on the perfect gift for their significant other. So you don’t want to miss the chance to make some sales during Valentine’s Day.

If you’re having trouble coming up with ideas for this holiday, we’ve got you covered. Check out our Valentine’s Day email marketing guide for tips, templates, and examples from some of the most successful Valentine’s campaigns that we’ve seen so far.

President’s Day (2/20)

President’s Day commemorates the birthdays of Presidents Washington and Lincoln, and it’s the only federal holiday in February, March, or April. With government workers and many private-sector employees getting the day off, this is a good chance to generate more orders the week after Valentine’s Day.

Furthermore, people who filed their taxes at the beginning of the year will be receiving tax refunds around the President’s Day weekend, if not earlier. These customers will be ready to spend money on big-ticket items with a little extra motivation from free shipping or another exclusive discount.

Consider using presidential imagery in your President’s Day promotions for even more engaging messaging.

Chinese New Year (2/10)

Chinese New Year, or the Spring Festival, is the most solemn festival in Chinese culture. It marks the beginning of a new year on the lunar calendar. It’s also a time to wish for good fortune, happiness, and prosperity. 

Embrace its festivities by infusing your campaigns with vibrant colors and symbols. 2024 is the Year of the Dragon, so tailor promotions to align with this Chinese zodiac animal.

Offer red envelope rewards and discounts on gifts, or give away coupons or gift cards. Create urgency with limited-time deals. 

Super Bowl LVIII (2/11)

Super Bowl Sunday is the biggest sporting event of the year in the US. 

It attracts millions of viewers who tune in to watch the game, the halftime show, and the commercials. This makes it a massive opportunity for email marketers to score big with their campaigns.

Cater promotions to fan gear, party supplies, and entertainment. Consider launching contests and social campaigns asking for game predictions to boost engagement. Finally, time your email campaigns around pre-game hype and post-game recaps.

March

International Women’s Day (3/8)

Coinciding with Women’s History Month, International Women’s Day is an opportunity to celebrate women’s achievements. Here, you can showcase female-led products or collaborations that champion gender equality. 

Offer rewards, freebies, or discounts on women’s products as a gesture of appreciation. You can also encourage user-generated content with stories of inspirational women. 

Use this day to showcase your brand’s values and support for women’s causes. This can inspire your female customers and employees.

St. Patrick’s Day (3/17)

Despite its Irish roots, St. Patrick’s Day has become one of the most popular holidays in the US—both within and outside of ecommerce.

While you might not think of this as a retail holiday, the National Retail Federation estimated a total of over $5.87 billion in consumer spending on St. Patrick’s Day in 2021. Make sure to match the green holiday theme in any St. Patrick’s Day emails!

Easter (3/31)

Easter is technically a religious holiday, but it has also taken on a life of its own for ecommerce businesses. Even though it isn’t technically a federal holiday, some American states and companies give Good Friday off. This is so that people can spend more time with their families.

Similarly, Easter Monday is a popular holiday throughout the European Union, and many British people get Good Friday and Easter Monday off from work.

Another key benefit of Easter sales is that Americans will be receiving their tax refunds around the same time of the year, giving them a little more spending money than usual. While Easter branding may be effective for some companies, you can also call your promotion a “Spring Sale” to avoid any associations with religious observance. Keep in mind that Easter is also the time to start thinking ahead to your upcoming Mother’s Day campaigns.

Find some tips for Easter marketing here, and here are ideas for engaging Easter newsletter templates.

April

April Fool’s Day (4/1)

April Fool’s Day is a day to have some fun and prank your customers, prospects, and followers. It’s a great opportunity to show off your brand’s personality and humor. Plus, you can stir up some buzz and engagement. 

Get creative with prank product announcements or silly discounts that drive traffic and social shares. But be careful not to offend or annoy with your jokes.

You want to make it clear that it’s a prank at some point, either during or after the campaign. Use a disclaimer, a reveal button, or a follow-up email to do so.

National Pet Day (4/11)

National Pet Day presents a unique chance to celebrate the love and joy that pets bring to our lives. It’s also a day to raise awareness about the plight of animals in shelters and encourage adoption. 

You can time promotions around this day for deals on pet toys, treats, and other essentials. Consider creating a gift guide or newsletter with pet care tips and recommendations.  

You could even encourage subscribers to share photos of their pets for a chance to participate in a pet-themed contest. 

Earth Day (4/22)

This is a day to celebrate the beauty and diversity of our planet. As such, it’s a good time to highlight your brand’s environmental responsibility. Show your commitment to sustainability in your Earth Day email campaigns.

How? Highlight eco-friendly products and offer special discounts on environmentally conscious items. Share your green practices too! This will inspire your audience to make eco-friendly choices. 

If possible, partner with an environmental organization. One that aligns with your brand values and mission is ideal. 

May

International Workers’ Day (5/1)

This holiday is also known as Labor Day or May Day. It’s a celebration of the achievements and rights of workers around the world. 

Connect with workers on this day by offering exclusive discounts on productivity-enhancing products. You could even recognize the hard work of your team with behind-the-scenes content. 

Consider using images of workers, unions, or protests in your International Workers’ Day emails. Doing so makes for more powerful messaging.

Cinco de Mayo (5/5)

Gear Cinco de Mayo promos toward Mexican cuisine, decorations, and celebrations. This is a celebration of Mexican culture and heritage, so use vibrant visuals and festive copy.

You can use this day to showcase products or services inspired by or compatible with Mexican culture. You can also share some fun facts, trivia, or stories about Mexico and its history.

Use Mexican colors, symbols, or phrases in your emails to achieve festive messaging.

Mother’s Day (US) (5/12) 

While British consumers celebrate their moms in March (the 10th this year), most of your consumers will be recognizing Mother’s Day on May 12th in 2024. This is the most popular day to give gifts within the month of May, so mark your marketing calendar. Brands with mother-friendly products and services should be ready to make the most of the opportunity.

Your approach to Mother’s Day marketing should be closely tied to your brand image as well as your typical sales cycle.

Take a look at our Mother’s Day subject lines for more ideas to help you take advantage of this unique holiday.

Memorial Day (5/27)

It won’t really feel like summer until school’s out, but with a long weekend filled with outdoor grilling, Memorial Day is the first taste of the summer season. With that in mind, Memorial Day is a good fit for some of the same items that are typically associated with the 4th of July including things like summer clothing, party items, and grilling gear.

Our data shows that the two most successful subject lines offer clear information about the scope of the sale—so be explicit. Deep discounts are the best way to draw your subscribers’ attention away from the rest of the emails in their inbox.

June

Pride Month

Pride Month celebrations span the entire month of June. Celebrate diversity and inclusivity during this period with vibrant and supportive email campaigns. The goal is to raise awareness and support for LGBTQ+ rights and issues. 

Showcase LGBTQ+ inclusive products or collaborations and share inclusivity stories within your brand. 

Don’t forget to use rainbow-themed visuals and messaging to express solidarity. Also, encourage user-generated content that highlights diverse expressions of love and acceptance.

Father’s Day (US) (6/16) 

Just over a month after families around the country celebrate their mothers, they’ll be back on Father’s Day to show their appreciation to their dads. Father’s Day is the day before Juneteenth in 2023. So be conscious of this when sending out promotional emails around this time.

Even if you miss the opportunity to send out promotional material on Mother’s Day, don’t forget to take the chance to generate some more sales throughout the Father’s Day weekend. Check out some of our best subject lines for Father’s Day

National Selfie Day (6/21)

This day celebrates self-expression and creativity through selfies. It makes for a fun way to engage with your audience and showcase your brand personality. After all, it’s about capturing and sharing moments that make you smile!

So, encourage customers to take selfies with your products and share on social media. Offer incentives or rewards for the best selfies, such as discounts, coupons, or prizes. You can also share tips and tricks on taking the best selfies. 

Consider using stickers or frames in your emails for playful and interactive messaging.

July

Canada Day (7/1)

You can’t go wrong with celebrating Canadians with patriotic email campaigns on this day. After all, it’s a national day and a time for them to show their pride and appreciation for their country. 

Connect by offering special deals, free shipping, or loyalty rewards. You can also use patriotic colors, symbols, and slogans in your email design and copy to appeal to their sense of identity and belonging. 

Here, geographic segmentation can come in handy. 

Independence Day (7/4)

Independence Day is a classic American holiday, and it’s the perfect way to start off a festive summer. While some brands lean into the patriotic theme, this isn’t really necessary for Independence Day campaigns—in the end, people are most interested in having fun with their family and friends.

Consider sales for things like:

  • Summer wear
  • Party goods
  • BBQs/Food
  • Anything else that shoppers need to celebrate and enjoy summer

Our 4th of July research indicates that customers are most likely to click on emails that include “Independence Day” in the subject line. Of course, what works for one brand won’t be as effective for another—consistent A/B testing is the best way to identify the messaging that resonates with your unique audience.

Emoji Day (7/17)

If there was ever a time to get playful with emoji-filled subject lines and content, it’d have to be on World Emoji Day. This is a fun, informal holiday that celebrates emoji use in digital communication. 

Craft messages using emojis to convey emotions and add a lighthearted tone. You can even invite subscribers to share their favorite emojis with you on social media or via email. 

Offering emoji-themed promos can create a fun and interactive experience for your audience.

Beginning of Summer Olympics (7/26)

The Summer Olympics, the world’s biggest sporting event, are held once every four years. This year’s games take place in Paris, France. 

Generate excitement and engagement by creating themed campaigns. These can relate to the sports, countries, or athletes involved. This is also a great time to highlight sports-related or Olympic-inspired products. Exclusive discounts on apparel and athletic gear will also do.  

Create countdown emails to build anticipation. Then, engage subscribers with game trivia or contests to predict medal counts. 

August

Back to School

The weeks before school reopens have been a significant opportunity for vendors since the dawn of ecommerce. In fact, the National Retail Federation estimates total sales were about $37 billion during the back-to-school season in 2022.

Of course, any time of the year that’s associated with high ecommerce sales will also lead to substantial competition among online vendors. Check out our list of back-to-school email subject lines to learn about powerful messaging for attracting both children and parents to your online store.

Remember that the right time to run back-to-school campaigns depends on the day that students start school in your region. While some school districts return in August, others won’t be back in session until late September. Brands that primarily sell to consumers in a specific location should take care to match their campaigns to their local back-to-school season.

September

Labor Day (9/2)

Americans celebrate the contributions of workers on the first Monday in September. If the 4th of July marks the beginning of the American summer, Labor Day brings it to a close as the last federal holiday until Columbus Day in October.

In many states and localities, Labor Day is also the final holiday before students finally return to school. This makes it an ideal time to run some last-minute promotions for parents who missed out on your earlier back-to-school campaigns in August.

Oktoberfest (9/21)

Oktoberfest is the world’s largest beer festival, celebrated in Munich, Germany, and other cities around the globe. It’s a time to enjoy authentic German food, music, and culture, as well as some of the best brews in the world. 

Have customers who love beer? Offer discounts on beer-related items, such as mugs, coasters, or bottle openers. Alternatively, create a special Oktoberfest bundle with a variety of products. 

Consider sending out an email newsletter with tips on how to host an Oktoberfest party at home. Or, share some recipes for German dishes that pair well with beer.

International Day of Peace (9/21)

Promote peace and harmony in your email campaigns on this day. Reflect on the causes and consequences of war, and celebrate the efforts of those who work for peace and justice.

Use this day to show support for peace initiatives. These include donating to a charity that helps refugees, victims of war, or human rights defenders. Consider offering special promotions on calming or mindfulness products or services.

Encourage subscribers to join you in spreading peace and kindness. Send them a free e-card with a quote about peace.

National Daughter’s Day (9/25)

Celebrate the bond between parents and daughters with heartwarming email campaigns. 

Offer exclusive discounts on family-oriented products. You can make daughters feel special by offering deals on spa packages, jewelry, flowers, and more. You could even have giveaways that celebrate special moments between parents and daughters. 

Tailor visuals and messaging to evoke sentimental feelings. This will help you create a connection that resonates with your audience.

National Son’s Day (9/28)

Highlight the joys of parenthood with email campaigns for National Son’s Day. 

Like with National Daughter’s Day, you can’t go wrong with offering exclusive discounts on family-friendly products. Lean toward special deals on sports gear, electronics, games, or his favorite treats. 

Emphasize the sentimental aspects of parenting through visuals and copy. Showcase user-generated content that reflects the warmth and love associated with this day.

October

World Mental Health Day (10/10)

This day is a global initiative to raise awareness and support for mental health issues. It presents an opportunity to show empathy and compassion to your subscribers. This includes expressing willingness to help them cope with stress, anxiety, and depression.

Build trust and connection with your audience by sharing resources, tips, and encouragement. Inspire them to take action for their own well-being. Start by offering exclusive promotions on self-care products or services.

Thanksgiving (Canada) (10/14) 

Give thanks along with your Canadian subscribers. It’s a time to celebrate the harvest and express gratitude for the year’s blessings!

Use this occasion to thank your subscribers for their loyalty and support. Offer them exclusive deals and discounts on fall-themed products or festive decorations.

You can also share some recipes, tips, or stories related to Thanksgiving, and invite them to share theirs with you. Be sure to evoke the warmth of Thanksgiving with your visuals and messaging.

Diwali (10/31)

Illuminate your Diwali email campaigns with the spirit of the Festival of Lights. Millions of Hindus, Sikhs, Jains, and Buddhists around the world celebrate this holiday. 

Diwali is a time to light candles and lamps, exchange gifts and sweets, and perform rituals and prayers. As you wish subscribers a happy celebration, include deals on candles, gold jewelry, sweets, home decor, and gifts. You can also incorporate imagery of diyas and rangolis.  

Consider running contests for the best Diwali-inspired photos or rangoli designs to boost engagement.  

Halloween (10/31)

Taking place between the start of school and the end of the year, Halloween is your best chance to engage with customers before the beginning of the holiday shopping season.

While some brands can run successful campaigns in a Halloween style, don’t worry about forcing the theme if it isn’t a good fit for your business.

November

Singles’ Day (11/11)

While most Americans would give you a blank face if you mentioned “Singles’ Day” in November, this holiday is wildly popular throughout China. Singles’ Day is appropriately commemorated on November 11th—or 11/11—to celebrate the joys of being single rather than the challenges of being without a partner.

American customers may not understand your Singles’ Day promotions, but that doesn’t mean you should miss out on this all-important holiday. In fact, Alibaba’s 2020 Singles’ Day promotion alone generated more than $74 billion in sales—a 26 percent jump from their figures for 2019.

Even though Singles’ Day was once primarily associated with Chinese consumers, a growing number of American companies are running exclusive promotions at this time of the year. You don’t want to miss out on this unique opportunity to generate sales both abroad and within the United States.

The Cyber 5 (11/28-12/2)

While Black Friday and Cyber Monday are still tentpole days for holiday sales, we’ve seen Cyber 5 become more popular over the years, with the lines almost blurring into Cyber November. The Cyber 5 typically takes place in the 5 days between Thanksgiving and the following Monday:

  • Thanksgiving 
  • Black Friday
  • Cyber Saturday
  • Cyber Sunday
  • Cyber Monday

In this marketing calendar, we’re also adding Giving Tuesday.

Each of these days is an opportunity to grab shoppers’ attention and offer relevant messaging. With the lines blurring each year into more of a Gray November, this isn’t a trend that’s stopping any time soon. In 2024, we expect a slow buildup throughout the week with major sales on Thanksgiving Day, before the year’s best promotions start on Black Friday and run through the rest of the long weekend.

With that in mind, it’s a good idea to offer a sneak peek of some of your Black Friday and Cyber Monday offers in your Thanksgiving emails and texts. Send out a few can’t-miss offers for Thanksgiving Day and promise that even better deals are coming over the weekend.

Thanksgiving (11/28)

Thanksgiving is a time to express gratitude and celebrate with family and friends. It’s also a great opportunity to connect with your customers and show them how much you appreciate their loyalty and support.

Send subscribers heartfelt thank-you emails with personalized offers or holiday recipes. Include sneak peeks of your upcoming holiday deals or free gifts with purchase. 

You can also showcase your brand values and social responsibility. Simply highlight any charitable causes you support and invite your customers to join you in giving back.

Black Friday (11/29)

Black Friday is the biggest shopping day of the year. It calls for your biggest deals as it’s your chance to attract new customers and boost your sales. 

Create urgency and excitement by sending countdown emails. Tease your best offers, and reveal limited-time deals. You can also use segmentation and personalization to target subscribers with relevant and tailored messages. 

Consider running flash sales to enhance the excitement.  Also, encourage subscribers to sign up for early access or exclusive perks. This builds anticipation and drives engagement. 

December

Cyber Monday (12/2)

Cyber Monday is the online counterpart of Black Friday. This makes it another huge opportunity to increase your revenue and conversions.

Capitalize on the day’s online shopping frenzy and use the power of email marketing to:

  • Drive more traffic to your website
  • Encourage repeat purchases
  • Increase your average order value

You can do this by offering free shipping and bundling products. Additionally, upsell and cross-sell, or create a gamified experience or loyalty program. Emphasize major discounts are only available for 24 hours on Cyber Monday.

Giving Tuesday (12/3)

Giving Tuesday is a global movement that encourages people to donate to causes they care about. Use it to showcase your brand’s social impact and commitment to giving back.

Encourage subscribers to take part in your charitable initiatives. Spotlight products that support good causes, or offer to match their donations. Even better, ask them to vote for the charity you should support or partner with this year. 

Build trust by showing the impact of your previous partnerships or contributions. Share stories of impact, and offer exclusive rewards for customers who contribute.  

Christmas Day (12/25)

While most consumers aren’t looking to make any major purchases on Christmas Day, that doesn’t mean marketers should shy away from the biggest day of the year. Prepare and optimize your holiday email templates. Keep in mind that many of your customers will be looking for ways to use any cash and gift cards that they received from friends and family during the holiday season.

Our research indicates that many retailers continue to offer discounts around Christmas Day—even after the best deals have passed during the Black Friday/Cyber Monday weekend.

A lot of brands stick with a modest 5% discount, while a smaller number of companies offer even better deals of between 20 and 50 percent off. Remember that Christmas is the last good opportunity to engage with your subscribers before the start of the new year in 2025.

Customers want to be sure that their items will arrive by Christmas Eve, if not earlier. So remember to check with your carrier to find out about any shipping cutoffs. That information should be clearly posted across all your holiday promotions so that customers know what to expect when they place an order.

Here are some holiday shipping tips for success during this season.

Boxing Day (12/26)

Marking the start of the post-holiday sales season is Boxing Day. This traditional holiday with origins in Britain was once a day to donate to those in need. It has since evolved to become a popular shopping day during the Christmas season.

Take advantage of post-Christmas shopping with Boxing Day clearance sales. Promote discounted gift cards and focus on end-of-year necessities. Use last-chance savings and fast shipping to encourage purchases. Lastly, don’t forget to leverage the festive spirit by including thank-you notes. 

Check out these Boxing Day marketing tips (+ Examples) to boost sales.

New Year’s Eve (12/31)

As we mentioned for New Year’s Day, the weeks after Christmas are an ideal opportunity to clear out any remaining stock and interact with any customers who received gift cards for your store.

Remember to include a similar notice about shipping cutoffs for items that customers want to have on hand on New Year’s Eve as they wait for the beginning of 2025.

Look at our New Year email examples and high-converting New Year’s subject lines for inspiration.

2024 Marketing calendar

Wrap up 

This 2024 marketing calendar highlights holidays beyond the typical shopping season. It also comes with tips and best practices to make the most of these events. 

Use it to seize sales opportunities for your ecommerce brand all year long. But remember that certain events will resonate more than others, depending on your products and target audience. 

With planning, you can align successful campaigns around these dates. The result? Increased visibility and consistent growth and revenue all year long. 2024 could be your most profitable year yet! 

Segment and personalize your holiday campaigns with Omnisend’s email + SMS marketing automation.
Bernard Meyer
Article by
Bernard Meyer

Bernard is the Sr. Director of Communications & Creative at Omnisend, with a passion for good research, helping ecommerce businesses with their marketing automation needs, and beating absolutely everyone in Mario Kart 64.