2027 Email Marketing Calendar for Ecommerce (US + AU)

A good email calendar is not a list of holidays. It is a plan that tells you, for every week of the year, what you are sending, to whom, with what offer, and how it fits around the flows already running. The holidays are the skeleton; your products, stock and customer segments are the muscle.

This is our 2027 email and SMS marketing calendar for ecommerce brands selling in the US and Australia, with the awareness days that matter for supplements, health and beauty, and the BFCM build-up laid out month by month. Dates are calculated for 2027; where an event’s 2027 dates had not been announced as of September 2026, we say so.

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What is an email marketing calendar?

An email marketing calendar is a schedule of every campaign you plan to send: the date, the audience segment, the offer, the channel (email or SMS), the subject line and who owns it. For an ecommerce brand it is built around retail moments, launches and stock, and planned alongside automated flows so customers are not hit by a campaign and three flow emails on the same day.

The template columns we use are at the end of this post. First, the dates.

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Still in 2026? Ecommerce email ideas for October to December

If you’re reading this in Q4 2026, the 2027 plan can wait a few weeks. These are the campaign ideas we run for ecommerce stores in the last three months of the year, with the 2026 dates. Dates checked on 10 October 2026.

Date (2026)	Day	Event
31 Oct	Sat	Halloween
3 Nov	Tue	Melbourne Cup (AU)
11 Nov	Wed	Singles’ Day; Veterans Day (US)
26 Nov	Thu	Thanksgiving (US)
27 Nov	Fri	Black Friday
28 Nov	Sat	Small Business Saturday (US)
30 Nov	Mon	Cyber Monday
1 Dec	Tue	Giving Tuesday
4–12 Dec	Fri–Sat	Hanukkah (from sundown 4 Dec to nightfall 12 Dec)
25 Dec	Fri	Christmas Day
26 Dec	Sat	Boxing Day (AU)
31 Dec	Thu	New Year’s Eve

October 2026 email ideas

• VIP early-access sign-up. Ask engaged subscribers to opt in to Black Friday early access. Everyone who clicks is telling you they plan to buy, and they become your first BFCM send on 25 November.
• “Coming soon” teasers without the offer. Product previews, restocks of last year’s bestsellers, a behind-the-scenes look at the sale. Build anticipation; keep the discount for November.
• Early gift guides by budget and recipient. Gift buyers who shop in October beat the shipping rush, and their clicks tell you who is buying for whom.
• Halloween (Sat 31 Oct) for categories where it fits: limited editions, themed bundles, a short 48-hour offer. Skip it if it doesn’t suit the brand.
• Warm up send volume. Lift volume gradually to engaged segments through October so the jump in November doesn’t look like a new sender. Our BFCM email strategy has the full warm-up plan.

November 2026 email ideas

• Melbourne Cup and Click Frenzy (AU). Melbourne Cup on 3 November is a reason for a lighter, themed send, not a sale. Check Click Frenzy’s November dates before you plan around it.
• Singles’ Day (11 Nov) if your audience shops it; a good test of offer and creative before Black Friday.
• VIP early access (Wed 25 Nov), then Black Friday launch, resend to non-clickers and last-chance sends on 27 November. Keep the same offer through the weekend so Saturday’s send can feature bestsellers instead.
• A Thanksgiving email without an offer (US, 26 Nov): a thank-you from the founder, a customer story, what you’re grateful for this year. It earns attention for the next day’s launch.
• Cyber Monday (30 Nov): a clear last-chance send in the morning and a final-hours send in the evening, only to people who haven’t bought.
• Giving Tuesday (1 Dec): a cause partnership you actually fund, with the amount stated. No vague “a portion of proceeds”.

December 2026 email ideas

• Shipping cut-off countdown. One send per region with the last day to order for Christmas delivery, taken from each carrier’s published dates, then an SMS on the day itself to subscribers who opted in.
• Gift cards after the cut-off. Digital gift cards are the last-minute gift that still arrives on time. Send it the day after your final shipping date.
• Hanukkah (from sundown Fri 4 Dec) gift guides for customers who celebrate, sent in late November and early December.
• New-customer follow-up. Anyone who bought for the first time over BFCM should get a welcome into your post-purchase flow, split gift buyers from self-buyers, and a reason for a second order in December.
• Boxing Day (AU, Sat 26 Dec) and post-Christmas clearance (US): a short sale with a real end date, sent to engaged segments.
• Year-in-review (late Dec): the most-loved products of the year and what’s coming in January. Content, not a discount, to finish the year.

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2027 key dates at a glance

United States

Date (2027)	Day	Event
1 Jan	Fri	New Year’s Day
18 Jan	Mon	Martin Luther King Jr. Day
6 Feb	Sat	Lunar New Year (Year of the Goat)
14 Feb	Sun	Valentine’s Day
15 Feb	Mon	Presidents’ Day
17 Mar	Wed	St Patrick’s Day
28 Mar	Sun	Easter Sunday
22 Apr	Thu	Earth Day
9 May	Sun	Mother’s Day
31 May	Mon	Memorial Day
20 Jun	Sun	Father’s Day
4 Jul	Sun	Independence Day
6 Sep	Mon	Labor Day
31 Oct	Sun	Halloween
11 Nov	Thu	Singles’ Day
25 Nov	Thu	Thanksgiving
26 Nov	Fri	Black Friday
27 Nov	Sat	Small Business Saturday
29 Nov	Mon	Cyber Monday
30 Nov	Tue	Giving Tuesday
25 Dec	Sat	Christmas Day
31 Dec	Fri	New Year’s Eve

Australia

Date (2027)	Day	Event
1 Jan	Fri	New Year’s Day (post-Christmas sales continue)
26 Jan	Tue	Australia Day
14 Feb	Sun	Valentine’s Day
26–29 Mar	Fri–Mon	Easter long weekend (Good Friday to Easter Monday)
25 Apr	Sun	Anzac Day (not a sales moment)
Mid-May	TBC	Click Frenzy Mayhem (2027 dates not announced as of Sept 2026)
9 May	Sun	Mother’s Day
30 Jun	Wed	End of financial year (EOFY)
5 Sep	Sun	Father’s Day
9 Sep	Thu	R U OK? Day
2 Nov	Tue	Melbourne Cup
Mid-Nov	TBC	Click Frenzy main event (2027 dates not announced as of Sept 2026)
26 Nov	Fri	Black Friday
29 Nov	Mon	Cyber Monday
25 Dec	Sat	Christmas Day
26 Dec	Sun	Boxing Day

Two dates to watch: Amazon Prime Day, which ran in late June in 2026 after years in July, and Christmas shipping cut-offs, which carriers such as Australia Post, USPS and UPS publish each autumn (US) or spring (AU). Both shape your calendar; neither is fixed a year out.

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Health, supplement and beauty awareness days worth planning around

Awareness days give you a reason to send something other than a discount. The ones below suit supplement, wellness and beauty brands. Confirm exact dates with each organiser before building creative, since some move year to year.

When	Awareness moment	Fits
January	Veganuary, Dry January (US/UK), new-year health resets	Plant-based products, gut health, energy, routines
February	American Heart Month (US)	Heart-health education, omega-3, fitness
March	National Nutrition Month (US); World Sleep Day (mid-March)	Nutrition education, sleep and magnesium routines
7 April	World Health Day (WHO)	Brand mission, education
22 April	Earth Day	Sustainable packaging, refills, subscriptions
May	Mental Health Awareness Month (US); Skin Cancer Awareness Month (US)	Stress and sleep, SPF, skincare
12 June	Global Wellness Day	Wellness routines, bundles
June	Men’s Health Month (US); Men’s Health Week (mid-June)	Men’s ranges, Father’s Day tie-in
July	Dry July (AU); International Self-Care Day (24 July)	Routines, self-care bundles
September	Healthy Aging Month (US); Women’s Health Week (AU, early Sept)	Ageing well, women’s health, joint and skin support
9 September	R U OK? Day (AU)	Community, no hard sell
10 October	World Mental Health Day (WHO)	Education, community
October	Breast Cancer Awareness Month	Cause partnerships (only with genuine commitments)
November	Movember; World Diabetes Day (14 Nov)	Men’s health, education

A compliance note for supplement brands: an awareness day is a reason to talk about a topic, not licence to make health claims. Supplement copy still has to meet FTC advertising rules in the US and the TGA’s advertising requirements in Australia. Educate and link to your routine; do not promise outcomes.

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The 2027 ecommerce email calendar, month by month

January: reset and re-engage

• US and AU: post-holiday clearance in the first week, then a shift to “new year, new routine” content. Australia is still in summer holidays and post-Boxing Day sales until Australia Day (26 Jan).
• Awareness: Veganuary, Dry January.
• Campaign ideas: routine-builder guides, starter bundles, subscription pushes for December gift recipients, “what our customers are buying this month” social proof.
• SMS: clearance last-chance only; keep volume low after December.
• Flow tweaks: holiday-acquired customers are flowing through post-purchase and welcome now. Check the post-purchase flow is ready for gift buyers versus self-buyers.

February: Valentine’s and Lunar New Year

• Dates: Lunar New Year (6 Feb), Valentine’s Day (Sun 14 Feb), Presidents’ Day sales (US, 15 Feb).
• Awareness: American Heart Month (US).
• Campaign ideas: gift guides by budget from late January, “self-love” angles for self-buyers, a gifting shipping cut-off email, Presidents’ Day sale (US).
• SMS: shipping cut-off reminder is the highest-value text of the month.

March: nutrition, sleep and Easter

• Dates: St Patrick’s Day (17 Mar); Easter falls early in 2027 (Good Friday 26 Mar, Easter Sunday 28 Mar, Easter Monday 29 Mar in AU).
• Awareness: National Nutrition Month (US), World Sleep Day (mid-March).
• Campaign ideas: sleep routine series for supplement brands, Easter gifting and long-weekend sale (AU especially), spring (US) and autumn (AU) routine changes for skincare.
• Flow tweaks: early Easter means Q1 closes on a promotional high. Protect April with content.

April: content month

• Dates: Earth Day (22 Apr). Anzac Day (25 Apr) in Australia is a day of commemoration; do not run sales around it.
• Awareness: World Health Day (7 Apr).
• Campaign ideas: sustainability stories, refill and subscription pushes, education series, product launches. Start Mother’s Day planning.
• Housekeeping: a good month to run your sunset flow backlog and clean the list before the May peak.

May: Mother’s Day and Click Frenzy Mayhem

• Dates: Mother’s Day in both the US and Australia (Sun 9 May), Click Frenzy Mayhem in Australia (mid-May; confirm 2027 dates), Memorial Day (US, 31 May).
• Awareness: Mental Health Awareness Month and Skin Cancer Awareness Month (US).
• Campaign ideas: Mother’s Day gift guides from late April, shipping cut-off reminders, a Mother’s Day email opt-out for people who find the day difficult (offer it in April), Memorial Day sale (US).
• SMS: Mother’s Day cut-off and last-minute digital gift cards.
• Examples and structures are in our holiday email examples.

June: Father’s Day (US) and EOFY (AU)

• Dates: Father’s Day (US, Sun 20 Jun), end of financial year in Australia (30 Jun). Watch for Amazon Prime Day announcements (it ran in late June in 2026).
• Awareness: Men’s Health Month (US), Men’s Health Week (mid-June), Global Wellness Day (12 Jun).
• Campaign ideas (US): Father’s Day gift guides and men’s range features.
• Campaign ideas (AU): EOFY sale. It is one of the major sales windows in the Australian retail year; run a two-to-three-week event with VIP early access, a main launch and a final-48-hours push.
• Flow tweaks: mid-year is the time to audit every flow before Q4 builds start.

July: mid-year and planning

• Dates: Independence Day (US, Sun 4 Jul).
• Awareness: Dry July (AU), International Self-Care Day (24 Jul).
• Campaign ideas: 4th of July sale (US), winter routines (AU), mid-year “best of” edits. Christmas in July works in Australia for some categories.
• BFCM: lock in your BFCM strategy this month. Our BFCM email strategy starts the timeline in August; July is when you decide the offer.

August: back to school and BFCM prep

• US: back-to-school campaigns for relevant categories; lead into Labor Day.
• AU: Father’s Day gift guides from mid-August (Father’s Day is 5 Sep).
• BFCM prep, 90 days out: audit deliverability, grow the list, build VIP and engagement segments, plan creative. See deliverability if your inbox placement is uncertain.

September: Father’s Day (AU) and list-building

• Dates: Father’s Day (AU, Sun 5 Sep), Labor Day (US, Mon 6 Sep), R U OK? Day (AU, 9 Sep).
• Awareness: Healthy Aging Month (US), Women’s Health Week (AU).
• Campaign ideas: Labor Day sale (US), spring routines (AU), ageing-well education.
• BFCM: push list growth hard (pop-ups, VIP early-access sign-ups) so November has a bigger, warmer audience. Our list growth guide covers the tactics.

October: Halloween and BFCM warm-up

• Dates: Halloween (Sun 31 Oct).
• Awareness: Breast Cancer Awareness Month, World Mental Health Day (10 Oct).
• Campaign ideas: Halloween for relevant categories; “coming soon” teasers; early gift guides.
• BFCM: increase send volume gradually to your engaged segments to build reputation before the peak, and open VIP early-access sign-ups. Pete’s BFCM playbook interview explains why campaigns should start 30 to 45 days early.

November: the peak

• Dates: Melbourne Cup (AU, 2 Nov), Singles’ Day (11 Nov), Click Frenzy main event (AU, mid-November; confirm 2027 dates), Thanksgiving (25 Nov), Black Friday (26 Nov), Small Business Saturday (27 Nov), Cyber Monday (29 Nov), Giving Tuesday (30 Nov).
• Awareness: Movember, World Diabetes Day (14 Nov).
• Campaign ideas: VIP early access, BFCM launch, daily “deal of the day” or tiered offers, last-chance, Cyber Monday extension, a Thanksgiving gratitude email without an offer (US).
• SMS: launch and last-chance moments only; SMS subscribers are your highest-intent audience.

December: gifting and cut-offs

• Dates: carrier Christmas cut-offs (check each carrier’s published dates), Christmas Day (Sat 25 Dec), Boxing Day (AU, Sun 26 Dec), New Year’s Eve (Fri 31 Dec).
• Campaign ideas: gift guides, “last day for Christmas delivery” per region, digital gift cards after the cut-off, Boxing Day sale (AU), post-Christmas clearance (US).
• Flow tweaks: separate gift buyers from self-buyers in post-purchase so the January follow-up makes sense.

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The BFCM build-up, week by week

Timing (2027)	What to do
July	Decide the offer, stock and margin plan
August	Deliverability audit; build VIP, engaged and at-risk segments
September	List growth push; VIP early-access sign-up page
Early October	Gradually lift send volume to engaged segments
Mid-late October	Teasers, gift guides, early-access announcements
1–21 November	Click Frenzy (AU), Singles’ Day, VIP early access
22–25 November	BFCM launch for VIPs; Thanksgiving gratitude email (US)
26–29 November	Black Friday, weekend, Cyber Monday: launch, reminders, last chance
30 Nov – mid Dec	Extensions, gift guides, shipping cut-off countdown

For the full playbook, segmentation and deliverability detail, read our BFCM email marketing strategy.

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How to build your own calendar (template)

A spreadsheet is enough. These are the columns we use:

Column	Example
Send date and time	Tue 9 Nov 2027, 7:00 local
Market	US / AU / both
Campaign name	BFCM VIP early access
Goal	Revenue from VIP segment
Segment	VIP: 3+ orders, engaged 90 days
Exclusions	Purchased last 7 days, suppressed
Channel	Email + SMS
Offer	25% sitewide, VIP only
Subject line / preview	”You’re in early” / “24 hours before everyone else”
Creative owner	Designer
Status	Draft / approved / scheduled / sent
Result	Revenue per recipient, placed-order rate

Rules that keep the calendar honest:

• Plan campaigns around flows, not over them. Use Smart Sending and exclusions so a new customer is not getting the welcome series and four campaigns in one week.
• Segment frequency. Engaged subscribers can take more; less engaged segments get fewer, better sends. See our segmentation guide.
• Leave gaps for reactive sends: restocks, press, launches.
• Review monthly against revenue per recipient, not opens.

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Plan the year once, execute it every week

The brands that do well in November are the ones who planned it in July. The brands that do well in April are the ones who had something to say besides “sale”. A calendar gives you both: the peaks planned early, and the quieter months filled with content that builds the list and the relationship.

If you want the calendar planned and executed for you, our ecommerce email marketing agency team runs it end to end through campaign management, alongside your flows. Or start with a free Klaviyo audit to see where your current calendar is leaving revenue on the table.

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Sources

• US holiday dates calculated from federal holiday rules; Easter and Lunar New Year dates as published for 2027.
• R U OK?: R U OK? Day
• Australia Post: Christmas sending dates
• Hebcal: Chanukah 2026
• World Health Organization: World Health Day
• TGA: Advertising therapeutic goods
• FTC: Health products compliance guidance