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April 7, 2026

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Carla Thomas

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Seasonal

Email + SMS

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Unlock the nation’s biggest marketing opportunities to boost engagement, loyalty, and year-round growth.

Strategic timing transforms good campaigns into great ones. The 2026 and 2027 calendar is packed with high-impact moments—from Click Frenzy and EOFY to BFCM and Australia Day—that give brands powerful opportunities to connect with customers, drive conversions, and increase lifetime value through SMS and email marketing.

This comprehensive guide walks you through every major marketing date and holiday, with practical tips and strategies to help you plan campaigns that resonate. Whether you're building awareness, driving sales, or strengthening customer relationships, you'll find month-by-month insights to maximize your marketing strategy throughout the year.

PS: Looking for campaign inspiration? Explore our 2026 Marketing Campaign Calendar featuring templates, orchestration tips, and key dates across Australia, Canada, the UK, and the US.

*We've marked some holidays within the Australia Marketing Calendar that may be sensitive with an asterisk. For those dates, be mindful of who you're marketing to and in what region, and consider pausing promotional activity.

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May 2026 Holidays

Tip of the month: Offer the opportunity to opt out of sensitive holiday content such as Mother’s Day for an inclusive and considerate experience for all subscribers. For those who remain opted in, find out who they're shopping for, how they plan to celebrate the occasion, or what kind of gift they want. With Attentive's Two-Way Journeys, you can instantly respond with recommendations tailored to their needs and preferences.

May 4: Star Wars Day
May 4: Labour Day (QLD)
May 5: Cinco de Mayo
tbc: Vogue Online Shopping Night
May 10: Mother's Day*
May 12-16: Fashion Week events
tbc: Click Frenzy Mayhem
May 17: World Baking Day
May 27: Sunscreen Day

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June 2026 Holidays

Tip of the month: June kicks off winter sales season. From warm apparel to cozy decor, encourage your subscribers to stock up on everything they need (or want) for the colder months with special discounts or promotions. Ensure your browse and cart abandonment journeys are active and updated to remind high-intent shoppers about the seasonal goodies they've left behind.

Pride Month*
Winter/EOFY Sales
June 1: First Day of Winter
June 3: World Bicycle Day
June 3: Global Running Day
June 8: World Ocean Day
June 8: Best Friends Day*
June 8: King’s Birthday (National except QLD & WA)

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July 2026 Holidays

Tip of the month: Create memorable moments around niche holidays this month. Celebrate International Self-Care Day by sending tailored wellness tips or product suggestions based on customers' purchase history, tapping into the allure of self-indulgence. Remind subscribers to take time to pamper themselves, positioning your brand as a supportive friend.

Black History Month*
Dry July
July 7: World Chocolate Day
tbc: Amazon Prime Day
July 17: World Emoji Day
July 24: International Self-Care Day
July 25: Christmas in July
July 29: National Lipstick Day

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August 2026 Holidays

Tip of the month: Grow brand loyalty in August by offering an exclusive discount for subscribers, allowing them to spoil their furry friends with toys and accessories on International Cat or International Dog Day. Balance discount-based promotions with campaigns focusing on engagement first, like sharing handpicked products and services to help subscribers unwind and destress on Relaxation Day.

August 2: Sisters Day*
August 7: International Beer Day
August 7: Jeans for Genes Day*
August 8: International Cat Day*
August 15: Relaxation Day
August 19: World Photography Day
August 26: International Dog Day*
tbc: Afterpay Day

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September 2026 Holidays

Tip of the month: Highlight your best-selling, popular, or top-rated discounted products in your marketing campaigns to maximize spring sales. Include customer reviews and create a sense of urgency with flash sales to drive quick purchases.

Spring Sales
September 1: First Day of Spring
September 5: International Day of Charity*
September 6: Father’s Day*
September 19: Start of Oktoberfest
September 26: AFL Finals
September 28: King's Birthday (WA)

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October 2026 Holidays

Tip of the month: Stay top of mind in the lead-up to peak shopping season with a mix of promotional and non-promotional campaigns. Use two-way text messaging to learn subscribers' interests and segment them ahead of BFCM for personalized, relevant messages. Invite subscribers to “trick or treat” online and in-store for a free gift with a purchase on Halloween.

October 1: International Coffee Day
October 5: Labour Day (ACT, NSW, SA)
October 5: King's Birthday (QLD)
October 10: World Mental Health Day*
October 20-24: National Gardening Week
October 25: Grandparents’ Day*
October 31: Halloween
tbc: Amazon Prime Day

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November 2026 Holidays

Tip of the month: Tap into the Black Friday Cyber Monday demand with curated gift guides that encourage product discovery, followed by coveted limited-time deals. Take advantage of the increased traffic to your website to grow your email and SMS subscriber list.

Movember
November 3: Melbourne Cup Day
November 11: Single’s Day*
November 11: Remembrance Day*
November 20: World Children’s Day*
November 27: Black Friday
November 30: Cyber Monday
tbc: Click Frenzy Main Event

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December 2026 Holidays

Tip of the month: Offer Christmas shoppers an exclusive discount or money-off voucher for the new year to build customer loyalty and encourage post-holiday repeat purchases. Get ahead of the competition and launch your Boxing Day sales a day or two early to capture eager shoppers.

December 1: First Day of Summer
December 14: Green Monday
December 14: Free Shipping Day
December 24: Christmas Eve*
December 25: Christmas Day*
December 26: Boxing Day
December 31: New Year’s Eve

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January 2027 Holidays

Tip of the month: Start the year strong by engaging with new customers acquired during the peak season. Since this is when subscribers are getting started on their resolutions, promote health, wellness, and self-improvement or care products and services. Then, tap into the excitement around summer festivities with exclusive incentives for subscribers on seasonal items like beachwear, sunscreen, and barbecue snack packs.

‍Veganuary
January 1: New Year’s Day‍
January 17: Start of Australia Open
January 25: Opposite Day‍
January 26: Spouse’s Day*
January 27: Back-to-school

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February 2027 Holidays

Tip of the month: Stand out by reminding subscribers about lesser-known moments of celebration in February. For hallmark holidays like Valentine’s Day, offer convenient shopping options like pre-ordering gifts for delivery on February 14, same-day in-store pick-up, and sending reminders about delivery cut-off dates.

February 14: Game Day
February 14: Valentine’s Day*
February 17: Random Acts of Kindness Day‍
February 17: Lunar New Year
February 20: Love Your Pet Day*

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March 2027 Holidays

Tip of the month: Give your sign-up units a makeover with extra limited-time incentives to lure new subscribers, and pamper your existing ones with early access and exclusive previews in the days or weeks leading up to the big event.

Women’s History Month
March Madness Sales
Easter Sales*
March 1: First Day of Autumn
March 1: Labour Day (WA)
March 8: International Women’s Day
March 8: Labour Day (TAS, VIC)
March 11: Start of AFL Season
March 17: St. Patrick’s Day
tbc: Afterpay Day
March 21: World Poetry Day
March 26: Good Friday Bank Holiday*
March 27: Easter Saturday*
March 28: Easter Sunday*
March 29: Easter Monday*
tbc: Click Frenzy Travel begins

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April 2027 Holidays

Tip of the month: Create bundle deals on duo products this Siblings Day. Pair complementary items or create themed sets that appeal to your audience. Offer them at a special price for one day only and emphasize the limited nature of the deal within your copy. For Earth Day, encourage your subscribers to shop green and spend time in nature by sharing deals on sustainable items and outdoor equipment.