The Ultimate Ecommerce Holiday Marketing Calendar 2023

If you limit your holiday marketing to just one or two big events each year, you may be leaving money on the table. 

It’s true that major holidays—especially the Thanksgiving-to-Christmas season—rack up major sales for many brands. 

But during those peak times, competition for customers’ attention is insane. The costs can be too, as demand causes advertising prices to increase. 

On the bright side, there are a lot of smaller and alternative holidays you can use to market and celebrate your products, from  Galentine’s Day (February 13)  to Pet Day (April 11) to Simplicity Day (July 12).  

To plan out your annual holiday marketing strategy,  PostPilot has put together this ultimate ecommerce calendar. These are the most important (and also surprising) dates to keep in mind. Choose the ones that are most relevant to your brand, and make the most of the opportunities.

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Q1 2023 Ecommerce Dates and Holidays 

It’s the start of a new year—a time when many people are looking for a fresh start. Don’t sell resolution-appropriate products? This is a smart time to focus on retention. Market to the customers you acquired over the holidays; those second purchases mean higher profits and you can leverage some into third and fourth purchases. Use promos and discount ladders to show consumer appreciation and build relationships. If your brand doesn’t discount, try a BOGO or free shipping offer instead.

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JANUARY 2023

New Year’s Day (January 1)‍

Products: Health, fitness, supplements, organization, other resolution-related products

At the start of the year, shoppers are looking for “New Year, New You” products. They want to be healthier, slimmer, more attractive, and more productive. If anything in your lineup fits the bill, this is the time to spotlight it. This is also the start of Dry January. 

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National Gluten-Free Day (January 13) 

Products: Food, drinks, supplements

Millions of people have eliminated or reduced the gluten in their diet. Use this day to remind existing customers about their favorite products, familiarize them with more of your range, and prospect for gluten-free newbies.

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Martin Luther King Jr. Day (January 16)‍

Products: Support and donations for the Black community.

This federal holiday celebrates the birthday of the civil rights activist Martin Luther King Jr. Use this time to support Black-owned organizations and promote racial equality. You can also use this holiday to share your company’s values and diversity initiatives. 

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FEBRUARY 2023

Black History Month 

Products: Support for Black-owned businesses and the Black community 

February is Black History Month, which celebrates the achievements of Black Americans throughout the country’s history. If you’re a Black-owned business, flaunt it. If your brand is actively supporting diversity and racial equality, spread the word. 

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Groundhog Day (February 2)

Products: Garden products, clothing, outdoor items, other spring items

Groundhog Day, when Punxsutawney Phil “predicts” how long it will take for spring to arrive, is an opportunity to prepare customers for the new season. Promote products like clothing, grills, sporting goods, and more. 

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National Pizza Day (February 9)

Products: Pizza, kitchenware

People love pizza at any time of year. But it’s nice to have a day for getting fans pumped up—especially after diet-conscious January. Offer special deals just for this week or month; if your brand sells ovens, encourage customers to get ready for outdoor cooking in the spring and summer.

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National Inventors’ Day & International Day of Women and Girls in Science (February 11)

Products: Inventions, computer software, gadgets, and more

National Inventors’ Day celebrates creative minds of the past, and coincides with the International Day of Women and Girls in Science. These two celebrations are a great time to promote innovations. Take it a step farther by recognizing women and girls interested in science or offering support to organizations that teach S.T.E.M. skills. 

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Galentine’s Day (February 13)

Products: Women’s products, relaxation items

The day before Valentine’s Day is Galentine’s day– a day where women celebrate their friendships and themselves. Use this time to promote products that are traditionally seen as female, like cosmetics, clothing, and spa items. But thinking beyond stereotypes can pay off, too. 

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Valentine’s Day (February 14)

Products: Cards, candles, flowers, chocolates, jewelry, and more

Valentine’s Day is the time for all things romance. Be sure to promote your product’s sentimental side. And check out our tips for dominating the holiday with direct mail.

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Presidents Day (February 20)

Products: everything 

For decades, this has been a big sales day for traditional retailers. But it’s smart for ecommerce brands to jump in, too, because customers are looking to spend and are primed for deals. Looking to unload inventory from last year? Now’s the time to mark it down—and market it.

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Mardi Gras (February 21)

Products: Party decor and favors, costumes, alcohol, food, glassware

Mardi Gras is celebrated the day before Ash Wednesday (a Catholic holy day) with large festivals, floats, music, and other celebrations. Use this fun holiday to promote all kinds of beads, clothes, cocktails, and more!

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MARCH 2023

World Wildlife Day (March 3)

Products: Conservation support, outdoor gear, sustainable products 

World Wildlife Day is a United Nations-established celebration of the diversity of life on our planet. Use this time to promote ethical brands, conservation partnerships, outdoor activities, and respect for wildlife. 

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International Women’s Day & Women’s History Month (March 8)

Products: Women-owned businesses

Women’s History Month takes place throughout March, and International Women’s Day takes place near the start. If your brand is owned or led by women, say it loud and proud. Ditto if your brand supports women’s causes. 

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St. Patrick’s Day (March 17)

Products: Party decor, clothing, food and drink 

St. Patrick’s Day is an Irish festival celebrated widely in the United States. This day is all about Irish heritage and culture. Use this time to do festive promotions and themed deals. 

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National Sleep Day (March 17)

Products: Sleep-related supplements, devices, household products

Coffee brands, stand down. This is the time to promote rest and renewal. If you sell anything from CBD supplements to sleep trackers to sheets, this is the moment to remind customers of the value of a good night’s sleep.

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Doctors’ Day (March 30)

Products: Gifts, health products

This holiday dates back to the 1930s and honors the service of physicians to our lives. It’s a great day to recognize doctors in your community and promote health-related products. 

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Q2 2023 Ecommerce Dates and Holidays 

Spring is really springing, and people are getting excited about all things outdoors. This is a great time to prep your brand for all of the festivals, weddings, and other celebrations that take place in the upcoming months.

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APRIL 2023

National Student-Athlete Day & International Day of Sport for Development and Peace (April 6)

Products: Sports equipment, school supplies, books 

National Student Athlete Day is about encouraging and celebrating kids who excel at sports and school. This coincides with the International Day of Sport for Development and Peace, which recognizes the ability for sports to promote social change. Use this day to promote all types of sporting and athletic goods. 

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Easter (April 9)

Products: Spring and Easter products, décor, candy, food, clothing

Easter is usually celebrated with family gatherings. Focus on promoting spring-related items, fun clothing for dressing up, decor, and more. 

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Pet Day (April 11)

Products: Pet items

It’s time to celebrate fur babies and all other non-human friends. Shout out to animal companions, and be sure to share any food, art, toys, accessories or other pet-related items. 

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Earth Day (April 22)

Products: Sustainable products, no-waste products, outdoor gear

First celebrated in 1970, Earth Day is more important than ever. If your brand has an eco-friendly mission, product or process, now is the time to promote it.   

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MAY 2023

Cinco de Mayo (May 5)

Products: Decor, food, items sold by Mexican-American-owned businesses

Cinco de Mayo celebrates the Mexican army’s victory over France in 1862. You can use this day to support Mexican-American companies and promote any products relevant to the celebration or Mexican culture.

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National Fitness Day (May 6)

Products: Workout equipment, nutritional supplements, fitness programs, clothes

National Fitness Day is all about promoting a healthy lifestyle through diet, exercise and mindfulness. Reach out to your audience about products from workout equipment to supplements, running shorts to trackers.

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Mother’s Day (May 14)

Products: Gifts, jewelry, flowers, food, relaxation 

Promoting classic Mother’s Day gifts like flowers and chocolates is a no-brainer on this holiday. But think beyond the stereotypes—plenty of women are into fishing, weight-lifting, coffee and more. 

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Memorial Day (May 29)

Products: Summertime products, with consideration for the holiday

Memorial Day is a U.S. holiday that honors people who sacrificed their lives serving in the armed forces. This time of year is great for marketing summer and outdoors products, but be careful with promotions coming off as superficial. 

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JUNE 2023

LGBTQ+ Pride Month (June) 

Products: LGBTQ+ owned businesses, support for organizations and community

Throughout the month of June, support and donate to LGBTQ+ causes and organizations. If your company promotes any products that specifically benefit this community, let customers know.

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Father’s Day (June 18)

Products: Gifts, outdoor items, men’s products, food, clothing

Father’s Day is a great time to market men’s products to consumers. Lots of people struggle to choose out Father’s Day gifts; guides and suggestions—especially less-obvious ones—can really help boost sales. 

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Juneteenth (June 19)

Products: Support for the Black Community

Juneteenth, or Freedom Day, celebrates the freedom of all enslaved people in the United States. Be sensitive with campaigns and product promotions, and support organizations that benefit the Black community.

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World Music Day (June 21)

Products: Music, headphones, sound systems, speakers, musical instruments, and more

World Music Day is the perfect time to promote all products related to sound systems, instruments, bands, and just music in general. This day celebrates all types of music, so you can customize the campaign to fit your audience.

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International Yoga Day (June 21)

Products: Yoga and meditation-related items

Encourage your customers to stretch their minds, bodies, and to relax with your product on this day. Be sure to include the history of yoga and its cultural practices in your campaigns.

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Q3 2023 Ecommerce Dates and Holidays 

We’re deep into the summer months, and customers are trying to make the most of the season with vacations, BBQs, sports events, and more. The very-important  first day of school falls in Q3. By September, some people will already start planning for the autumn and winter holidays.

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JULY 2023

Independence Day (July 4)

Products: food, drinks, party decor, BBQ, games, U.S.-centric items

Independence Day is not only a great time to showcase any patriotic products your company offers but to also capitalize on all the other elements of a great 4^th of July celebration: family games, barbeque tools, boats, refreshing drinks, and more.  

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National Bikini Day (July 5)

Products: Swimsuits, travel, pool and beach supplies, nutritional supplements, fitness

Paris fashion designer Louis Reard invented the bikini swimsuit in 1946. National Bikini Day celebrates this anniversary and encourages people to go to their closest beach or pool (with a two-piece). This holiday is relevant for fitness-related brands, too. 

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Simplicity Day (July 12)

Products: Books + journals, outdoor products, organization products

Simplicity Day is all about decluttering your life and is marked on Henry David Thorea’s birthday. Does your company offer products that promote relaxation or organizing? This is a great day to (thoughtfully) promote your wares, including books, movies, home goods and analog hobbies. 

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National Day of Motoring (July 24)

Products: cars and automotive accessories, clothing, travel, food

If you’ve never heard of National Motoring Day, you’re not alone–it was created in 2021 by MINI USA to encourage road-tripping. Think beyond cars to all the other things related to driving vacations, from travel apps to snacks to sunglasses. 

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Parents’ Day (July 23)

Products: Baby supplies, flowers, gifts, and family-oriented items

National Parents’ Day is celebrated on the fourth Sunday of July. Its purpose is to celebrate parenthood in all forms: motherhood, fatherhood, grandparents, great grandparents, stepparents, and foster parents. This day is often underutilized by companies that produce appreciation products like cards, flowers, chocolates and more. 

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National Lipstick Day, (July 29)

Products: Beauty products

National Lipstick Day was founded to encourage consumers to “wear their best color.” It’s a great time to market all types of beauty products, though. If your company sells lipsticks, consider creating a special promo for the occasion. 

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AUGUST 2023

First Day of School (varies)

Products: clothing, office and school supplies, college decor and bedding

The start of the academic year means a fresh start for students and lots of marketing opportunities. Kids, parents, teachers and others will be shopping for clothes and accessories, office essentials, decor and more. 

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Book Lover’s Day (August 9)

Products: Books, reading accessories

Promote all-important literacy today. If you sell books, that’s a no-brainer. But you can also build your brand by sharing books you admire, have influenced you, or are relevant to your company’s products or vibe. 

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National Shapewear Day (August 10)

Products: Shapewear, body-con clothing

National Shapewear Day celebrates the evolution of body shaping garments and its history of positively impacting confidence. If your company creates shapewear products—or shapewear-appropriate clothing—use August 10 to reach out to customers and share your company’s journey as well. 

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World Photography Day (August 19)

Products: Cameras, photography accessories, phones, artwork, home décor

World Photography Day celebrates talented photographers and the beauty of photographs. Use this day to promote cameras and all camera-related products. If your brand specializes in technology with camera capabilities, showcase your features. Home décor companies can also use this day to promote frames, artwork, and more.

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SEPTEMBER 2023

Labor Day (September 4)

Products: Summer inventory, fall fashion 

Many people consider Labor Day as the end of the summer. It’s traditionally a big sale day/weekend, when retailers clear out summer merchandise. It’s also a good time to start pushing seasonal clothing and other products for autumn and winter. 

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World Physical Therapy Day (September 8)

Products: Self-care and massage products

Physical Therapy Day recognizes professionals and their service to helping our bodies heal. Use this day to support physical therapists in your area and to market massage tools, foam rollers, salt baths, and even medical products. 

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National Grandparents Day (September 10)

Products: Gifts

Created to honor the importance of grandparents in kids’ lives, National Grandparents Day is a nice time to celebrate love, wisdom, and legacy. 

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National Cleanup Day (September 16)

Products: Outdoors, sustainable and reusable products, gardening

This day encourages people to get out there and make the world a cleaner place. Organizations run trail and beach cleanups, and educate the public about reducing and recycling waste. Do you have sustainable practices worth bragging about? Share them—and environmentally-conscious products—around this holiday. 

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Oktoberfest (September 16–October 3) ‍

Products: Food, alcohol, decor

This beer-soaked German folk festival takes place over two weeks in Munich each year, but it has also spread around the world. Don’t sell beer or sausages? Think up some creative ways to leverage the party vibe. 

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World Tourism Day, (September 27)

Products: Travel accessories

World Tourism Day encourages people to embrace their inner explorer and go somewhere they haven’t gone before. If you own a local business, it’s a great time to promote your area. 

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National Coffee Day (September 29)

Products: Coffee and coffee accessories 

There aren’t a lot of holiday opportunities for coffee brands, so you’ll want to take advantage of this one. Remind people why they love coffee. Prompt past customers to come back to your brand, nudge one-time buyers to become subscribers, and bring lapsed subscribers back into the fold. 

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Q4 2023 Ecommerce Dates and Holidays 

For most online retailers, this is the most important time of the year. Put your marketing, shipping and inventory plans into place early to make the most of the holiday buying season. 

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OCTOBER 2023

Breast Cancer Awareness Month 

Products: support, donations, gifts 

Breast Cancer Awareness Month was founded to bring widespread international awareness to this disease. If you’re supporting organizations such as Susan B. Komen, run a pink campaign and highlight how purchases support the cause. 

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Bosses’ Day (October 16)

Products: gifts, coffee, alcohol, clothing

Encourage consumers to celebrate their bosses with your products. Items like mugs, office gifts, shirts, and alcohol are popular gifts for employers. You can also use this day to promote self-run businesses and entrepreneurs. 

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National Chocolate Day (October 28)

Some consider every day to be chocolate day, but there’s only one official holiday dedicated to this decadence. If your brand has a line of chocolate, use this day to go deep on how it’s sourced and made, and encourage gifts and subscriptions.

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Halloween (October 31)

Products: All things fall, family, spooky, and candy

Get into the spirit! Even if your company doesn’t include children’s items, you can use Halloween to promote your product with some festive campaigns. 

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NOVEMBER 2023

Native American Heritage Month

Products: Support, Native American products

Take this month to be mindful about your company’s promotions and to support Native American organizations, as well as indigenous products and brands. 

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Daylight Savings Time Ends (November 5)

Products: Anything in Daylight Savings areas

Since Daylight Savings means rolling clocks back an hour, this is a great day to do a promo rolling back prices. If your company doesn’t offer discounts, try a rollback on product shipping fees or providing a gift-with-purchase in recognition of people gaining an extra hour of sleep that night.

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National S.T.E.M. Day (November 8)

Products: Computer tech, engineering businesses, manufacturing companies, science products, coding software

National S.T.E.M. Day is a great day to market products and services in the science and math fields. It’s especially relevant to companies that work with children in these fields—encourage kids to explore their interests in the areas of science, technology, engineering, art, and math

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Veterans Day (November 11)

Products: U.S.-made goods

Veterans Day honors military veterans of the United States Armed Forces. If your company doesn’t already have military discounts, this is a great time to start. 

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Diwali (November 12)

Products: Cleaning supplies, decorations and clothing

The Festival of Lights is celebrated by Hindus around the world. This holiday is usually spent cleaning out homes, redecorating, and investing in new products like clothing and other accessories. 

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Thanksgiving Day (November 23)

Products: Food, cookware, home décor, and dining 

Thanksgiving is the perfect time to market new home décor, especially tabletop products like plates, utensils, and glasses. 

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Black Friday (November 24)

Products: Everything

Black Friday started as the unofficial start of the holiday sales season, and is known for its huge promotions. Start marketing to customers early to stand apart from competitors. 

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Cyber Monday (November 27)

Products: Everything ecommerce

Black Friday may be the king of big sales, but Cyber Monday reigns supreme for ecom companies. Cyber Monday is the largest online shopping day of the year and some discounts are even more competitive than the typical Black Friday deal. As with Black Friday, it’s crucial to start your planning early.  

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DECEMBER 2023

Holiday Shopping throughout December

Products: Everything

People are busy holiday shopping through the end of the year, so your job isn’t over with Black Friday or Cyber Monday. Have a complete strategy and backup plans in place to help you meet sales targets. 

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Christmas Day (December 25)

Products: Gifts, decorations, food, alcohol

Kick back and relax.

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Kwanzaa (December 26 – January 1)

Products: handmade gifts, decor, products from Black-owned businesses

Kwanzaa is a celebration of African-American culture that takes place over six days. Families often exchange homemade gifts. If your company specializes in materials such as stone, wood, beads, gems or paper, take the time to connect with Kwanzaa-celebrating customers. 

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New Year’s Eve (December 31)

Products: Party décor, cocktail glasses, festive clothing, food, alcohol

New Year’s Eve is all about the celebration and party. If your product is anything party or cocktail related, be sure you’re getting in front of consumers. 

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