The seasonal calendar.
The retail dates worth planning ads around for the next twelve months. For each one: the day itself, when sales usually start, and the day to start your creative so there's time to review it before you load anything.
November 2026
- Fri, November 27
Black Friday and Cyber Monday
- Sales usually start
- November 20
- Start your creative by
- As soon as you can
- Matters most for
- Every kind of store.
December 2026
- Fri, December 25
Holiday gifting
- Sales usually start
- December 2
- Start your creative by
- November 4
- Matters most for
- Every kind of store.
January 2027
- Fri, January 1
New Year and January
- Sales usually start
- December 26
- Start your creative by
- November 24
- Matters most for
- Beauty, wellness, outdoor and fitness.
February 2027
- Sat, February 6
Lunar New Year
- Sales usually start
- January 23
- Start your creative by
- December 22
- Matters most for
- Some beauty, apparel, jewelry, food and drink brands.
- Sun, February 14
Valentine's Day
- Sales usually start
- January 25
- Start your creative by
- December 22
- Matters most for
- Beauty, jewelry, food and drink.
- Mon, February 15
Presidents' Day
- Sales usually start
- February 8
- Start your creative by
- January 15
- Matters most for
- Home.
March 2027
- Sun, March 28
Spring launches and Easter
- Sales usually start
- March 8
- Start your creative by
- February 8
- Matters most for
- Apparel, home, kids.
April 2027
- Thu, April 22
Earth Day
- Sales usually start
- April 15
- Start your creative by
- March 22
- Matters most for
- Brands built around sustainability.
May 2027
- Sun, May 9
Mother's Day
- Sales usually start
- April 18
- Start your creative by
- March 19
- Matters most for
- Beauty, jewelry, apparel, home, wellness.
- Sat, May 15
Graduation
- Sales usually start
- May 1
- Start your creative by
- April 7
- Matters most for
- Jewelry, tech.
- Mon, May 31
Memorial Day and summer
- Sales usually start
- May 21
- Start your creative by
- April 27
- Matters most for
- Home, outdoor and fitness.
June 2027
- Sun, June 20
Father's Day
- Sales usually start
- June 1
- Start your creative by
- May 4
- Matters most for
- Apparel, tech, outdoor and fitness, food and drink.
July 2027
- Sun, July 4
The 4th of July
- Sales usually start
- June 28
- Start your creative by
- June 4
- Matters most for
- Outdoor and fitness, food and drink.
- Tue, July 13
Prime Day
- Sales usually start
- On the day
- Start your creative by
- June 15
- Matters most for
- Tech.
Not announced yet. These dates are our estimate from past years.
August 2027
- Tue, August 10
Back to school
- Sales usually start
- July 19
- Start your creative by
- June 21
- Matters most for
- Kids, apparel, tech.
September 2027
- Mon, September 6
Labor Day and fall launches
- Sales usually start
- August 30
- Start your creative by
- August 6
- Matters most for
- Home, apparel.
October 2027
- Tue, October 5
Prime Big Deal Days
- Sales usually start
- On the day
- Start your creative by
- September 7
- Matters most for
- Stores that sell on Amazon.
Not announced yet. These dates are our estimate from past years.
- Sun, October 31
Halloween
- Sales usually start
- October 10
- Start your creative by
- September 16
- Matters most for
- Food and drink, kids, pet.
How the dates work.
- Sales usually startWhen most stores start promoting, often days or weeks before the day itself. Your ads should be live by then.
- Start your creative byCounted back from when sales start, with time to load ads and time for your reviews. Start later and it still works, with less room to test.
- Matters most forThe kinds of stores that usually sell the most around that date. Others can still run a sale.