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April 24, 2026

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Carla Thomas

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Seasonal

Email + SMS

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Drive engagement and revenue year-round with perfectly timed campaigns.

The most successful marketing programs don't choose between email and SMS—they strategically use both. Nearly all (97%) SMS subscribers engage with brand emails, and when consumers receive the same promotion across both channels, they're 58% more likely to make a purchase, according to our 2025 consumer survey. The secret? Coordinating your omnichannel strategy around key calendar moments when customers are most ready to buy.

From the Six Nations Rugby Championship and Royal Ascot to Bonfire Night and Boxing Day, from Veganuary and Pancake Day to Black Friday and Cyber Monday, 2026 offers prime opportunities to reach your audience across email and SMS. Whether you're building anticipation through email newsletters for events like Notting Hill Carnival or sending time-sensitive SMS alerts for Amazon Prime Day flash sales, this guide breaks down every month's most important dates with actionable strategies to help you grow your subscriber list, boost engagement, and increase revenue year-round.

Bookmark this resource to stay ahead of UK marketing moments and keep your omnichannel campaigns fresh all year long.

*We've marked some holidays within the 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: Kick off the month that hosts the FA Cup and UEFA Champions League Finals by giving your sign-up units a football theme and including a special offer on sports-related items. Once you've built your dream team of subscribers, keep your messages engaging and relevant with match day and results-related copy.

May 4: Star Wars Day
May 4: Early May Bank Holiday
May 9: Europe Day
May 11-17: Mental Health Awareness Week*
May 16: FA Cup Final
May 17: World Baking Day
May 18-24: British Sandwich Week
May 19-23: Chelsea Flower Show
May 25: Spring Bank Holiday
May 27: National Sunscreen Day
May 29: National Biscuit Day
May 30: UEFA Champions League Final

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June 2026 Holidays

Tip of the month: Tap into the prestige of Ascot and treat your subscribers like VIPs. Offer minimum-spend free delivery incentives, flash sales, and limited-time discounts on trending items and new season summer collections.

Pride Month
June 3: World Bicycle Day
June 3: Global Running Day
June 8: National Best Friends Day*
June 11: Start of the FIFA World Cup
June 13: Trooping of the Colour/ Kings Birthday
June 15: National Beer Day
June 16-20: Royal Ascot
June 21: Father's Day*
June 21: Start of Summer
June 29: Start of the tennis championships
June 30: Social Media Day

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July 2026 Holidays

Tip of the month: Deepen connections with your subscribers by using Attentive’s Two-Way Journeys to discover their summer style preferences and holiday shopping needs. Then, use this insight to send them relevant product recommendations that match their tastes and plans.

July 7: World Chocolate Day
tbc: Amazon Prime Day
July 12: End of tennis championships
July 17: World Emoji Day
July 19: FIFA World Cup Final
July 24: International Self-Care Day
July 29: National Lipstick Day

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August 2026 Holidays

Tip of the month: Use your marketing channels to showcase holiday clothes, summer accessories, and Notting Hill Carnival must-haves. If you have a physical store, employ Attentive’s geo-targeting to direct customers to their nearest location and increase visits during the bank holiday weekend.

August 2: Sisters Day*
August 7: International Beer Day
August 8: International Cat Day*
August 15: National Relaxation Day
August 15: Start of Premier League
August 19: World Photography Day
August 26: International Dog Day*
August 30-31: Notting Hill Carnival
August 31: Summer Bank Holiday

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September 2026 Holidays

Tip of the month: Don’t forget working professionals this back-to-school season—many supplies and gadgets appeal to employees too. Extend relevant offers to your entire customer base to boost reach and conversions. Curate runway-themed collections and highlight in-store experiences, such as exclusive pop-ups or styling sessions.

September 1: Back-to-School
September 5: International Day of Charity
September 17-21: Fashion Week events
September 18: National Fitness Day
September 21: International Day of Peace
September 23: Start of Autumn
September 25-27: Oktoberfest

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October 2026 Holidays

Tip of the month: Keep subscribers engaged ahead of peak season by focusing on lesser-known marketing dates. For Grandparent’s Day, offer savings on products or services that can be enjoyed together, and for Buy British Day, spotlight UK-made products.

Black History Month*
October 1: International Coffee Day
October 3: Buy British Day
October 4: Grandparent’s Day*
October 25: End of British Summertime
October 31: Halloween

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November 2026 Holidays

Tip of the month: Drive SMS and email sign-ups by offering new subscribers early access to your Black Friday and Cyber Monday sales. Then, use SMS to create a sense of exclusivity by sending a secret code that subscribers can redeem at checkout. Announce any further reductions to high-intent shoppers.

Movember
November 5: Bonfire Night
November 11: Single’s Day*
November 11: Remembrance Day*
November 13: Kindness Day
November 20: World Children’s Day*
November 27: Black Friday
November 30: Cyber Monday
November 30: St. Andrew’s Day

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December 2026 Holidays

Tip of the month: Retargeting high-intent shoppers who clicked your links but abandoned browsing or their carts this festive season. Send them shipping deadline reminders and gift vouchers to encourage last-minute checkouts.

December 1: Giving Tuesday
December 5: Small Business Saturday
December 10: Christmas Jumper Day
December 14: Free Shipping Day
December 14: Green Monday
December 18: Mad Friday
December 19: Super Saturday
December 21: Start of Winter
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: Use January to promote self-care and wellness, encouraging subscribers to pamper themselves during the post-holiday lull. Highlight Dry January and Veganuary with bundle deals that include items—such as vegan snacks, non-alcoholic beverages, and self-care products—at a discounted price.

January Sales
Dry January
Veganuary
January 1: New Year's Day
January 18: Blue Monday
January 26: National Spouse’s Day*

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February 2027 Holidays

Tip of the month: February is the perfect time to get to know the subscribers you gained over the holiday season. Use Attentive’s Two-Way Journeys™ to learn their interests and segment them ahead of Valentine’s Day by asking them who they are shopping for, whether that is a partner, their galentines, or themselves.

LGBT History Month*
February 5: Start of Six Nations Rugby Championship
February 6: Lunar New Year
February 9: Pancake Day
February 9: World Pizza Day
February 14: Game Day
February 14: Valentine’s Day*
tbc: BAFTA Awards
February 19-23: London Fashion Week events
February 20: Love Your Pet Day*
tbc: BRIT Awards

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March 2027 Holidays

Tip of the month: March into spring by showcasing items that capture the essence of the season. Highlight new product arrivals and highlight seasonal items like outdoor gear or cleaning supplies. And get ready for Mother’s Day by sharing curated gift guides.

Women’s History Month
March 4: World Book Day
March 7: Mother's Day*
March 8: International Women’s Day
March 14: Pi Day
March 17: St. Patrick’s Day
tbc: Great British Spring Clean
March 19: Red Nose Day
March 21: World Poetry Day
March 26: Good Friday Bank Holiday*
March 28: Easter Sunday*
March 28: Beginning of British Summer Time/Start of Spring
March 29: Easter Monday Bank Holiday*

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April 2027 Holidays

Tip of the month: Send a series of Easter-themed messages to your customers in the week leading up to the bank holiday weekend, featuring product recommendations—such as baking goods, kitchenware, and decorations— and special incentives to help them get ready. Throughout the weekend, surprise them daily with treats like BOGO to help clear out any excess Easter inventory.