Retail Calendar 2024: Key Dates for Your Ecommerce Business

Here’s my resolution for 2024 – help you never miss a sales opportunity! This is why I prepared a special holiday retail calendar for you.

It includes all holidays relevant to your ecommerce business. Check the key dates below, pick out the ones that make the most sense for you and your business and put together your own retail marketing calendar. Never miss out on an opportunity again!

This month-by-month international retail calendar will help you plan marketing activities and grow your business in 2024.
ecommerce calendar 2024

Free Retail Calendar 2024


You’d think that after the peak shopping season in December, things calm down in January … wrong!

First of all, think of the New Year’s resolution shoppers. The area of health, fitness and mindfulness extends beyond an average gym membership: Dry January, Veganuary, and so on.

Second, lots of shoppers are on the lookout for deals to redeem gift cards (or money) they got for Christmas. This can be an excellent opportunity to introduce your brand to new customers.

Do you operate your eCommerce business in Asia? Depending on the countries you’re active in, Chinese New Year holds sway beyond Chinese borders. In 2024, it falls on January 22, marking the arrival of the Year of the Dragon. Consider incorporating dragon-related images into your creatives to stay in pace with the trend.

  • January 1: New Year’s Day
  • January 1–31: Dry January
  • January 1–31: Veganuary
  • January 2: Science Fiction Day
  • January 4: National Trivia Day
  • January 6: Epiphany
  • January 10: World Hindi Day
  • January 13: National Sticker Day
  • January 15: National Hat Day (USA)
  • January 16: Martin Luther King Jr. Day
  • January 19: Get to Know Your Customers Day
  • January 21: National Cheesy Socks Day
  • January 22: Chinese New Year (Year of the Dragon)
  • January 23: National Pie Day
  • January 26: Australia Day
  • January 27: Chocolate Cake Day
  • January 29: National Puzzle Day
January Retail Calendar 2024


Everyone in ecommerce knows that February is the month of love, mostly dedicated to Valentine’s Day. Do you have products in your portfolio that could work as Valentine’s gift for a special someone? If yes, go ahead and prepare offers for your top sellers.

A quick look at your sales calendar tells you that about a week later people all around Europe (and elsewhere) celebrate Shrove Tuesday. It is also known as Mardi Gras or Carnival. Costumes, makeup, and everything in between sells like hotcakes in the second half of February!

For eCommerce sellers concentrating on the US market, there’s more activity in the second half of the month. Inspire your audience with a random act of kindness on February 17. Offer promotions to all pet lovers or share dog-related content around February 22. Ad creatives featuring adorable pets are renowned for attracting clicks and can contribute to increased conversions and sales.

  • February 1–28: LGBT History Month (UK)
  • February 4: World Cancer Day
  • February 5: World Nutella Day
  • February 9: National Pizza Day (USA)
  • February 10–11: Carnival
  • February 11: Super Bowl
  • February 12: Darwin Day
  • February 13: Shrove Tuesday
  • February 14: Valentine’s Day
  • February 15: Singles Awareness Day
  • February 17: Random Act of Kindness Day (USA)
  • February 20: Love Your Pet Day (USA)
  • February 22: National Chili Day (USA)
  • February 22: National Walking the Dog Day
February Retail Calendar 2024


Alert: Easter falls at the end of March in 2024! Usually it is celebrated in April, but this year it is already at the end of March. So stock up on your Easter-related items earlier than usual.

Easter time is perfect for chocolate (eggs, bunnies), Easter decorations, and everything else that fits into an Easter basket.

Up your PPC advertising game with Easter-related keywords. For better organic sales, add them to your listings. Prepare Easter-themed ads: Easter eggs and bunnies never go out of style at this time of year.

What else is up in March? Party time! Spring break season is mostly limited to the USA, but Saint Patrick’s Day goes way beyond Ireland. You know what they say: “Everyone is a little Irish on Saint Patrick’s Day”.

Check your retail marketing calendar and start planning. Stock up on travel products, party decorations (in green) and hangover cures.

  • March 1: World Compliment Day, World Candle Day
  • March 2: World Book Day
  • March 8: International Women’s Day
  • March 10: Mother’s Day (UK), Ramadan Begins
  • March 14: International Day of Mathematics
  • March 17: Saint Patrick’s Day
  • March 20: First Day of Spring
  • March 23: National Puppy Day
  • March 25: International Waffle Day
  • March 29: Good Friday
  • March 30: Earth Hour
  • March 31: Easter Sunday
March Retail Calendar 2024


Gear up for a vibrant April filled with opportunities to connect with your audience! Capitalize on the playful spirit of April Fool’s Day on April 1st by offering lighthearted promotions or unique deals.

Additionally, tap into the literary world on April 2 for International Children’s Book Day. Spring is also an excellent time to sell gardening equipment, tools and even plants. The best time for it is mid-April with International Plant Appreciation Day and National Gardening Day. Shortly after you can join the global movement for Earth Day by promoting eco-friendly items or initiatives.

Explore these diverse holidays to infuse creativity into your marketing strategies and connect with your customers on a personal level.

  • April 1: April Fool’s Day
  • April 2: International Children’s Book Day
  • April 9: End of Ramadan
  • April 11: National Pet Day (USA)
  • April 13: International Plant Appreciation Day
  • April 14: National Gardening Day
  • April 19: Bicycle Day
  • April 21: National Tea Day (UK)
  • April 22: Earth Day
  • April 23: St George’s Day (UK)

April Retail Calendar 2024


Spring (or even summer!) temperatures translate great to barbecues and picnics. May festivities are a goldmine of opportunities for ecommerce businesses to sell everything from party supplies to garden furniture.

Mother’s Day is celebrated at different times across the globe, but a lot of people celebrate it in May. Prepare your gift items for (expecting) mothers and offers to give your sales an extra boost. Don’t forget about Father’s Day which follows the next month for the USA and UK.

  • May 1: Labor Day
  • May 2: International Harry Potter Day
  • April 29–May 5: Golden Week (Japan)
  • May 4: Star Wars Day
  • May 5: Cinco de Mayo (Mexico, USA)
  • May 7–11: Eurovision Song Contest
  • May 11: National Eat What You Want Day
  • May 13: World Cocktail Day
  • May 14: Mother’s Day
  • May 16: International Day of Light
  • May 17: World Baking Day
  • May 18: Father’s Day
  • May 29: Spring Bank Holiday (UK)
  • May 30: Memorial Day (USA)
May Retail Calendar 2024


With June comes Pride Month which brings lots of celebrations and opportunities for (Amazon) sellers and shoppers alike. Add a bunch of other celebrations and your retail calendar is almost full!

Get ready for an action-packed June with the European Athletics Championships and the UEFA European Championship taking center stage! Capitalize on the fervor surrounding these sporting events by tailoring your promotions to sports enthusiasts. Offer exclusive discounts on athletic gear, sportswear, and fan merchandise, creating a buzz around the championships.

The beginning of summer goes hand in hand with celebrations such as World Gin Day, National Beer Day, Midsummer’s Day and last but not least – the kick-off of the school holidays. Party decorations, travel products, and beachwear are in high demand.

Capture the excitement of the end-of-school season by offering special promotions or unique products geared towards students and parents preparing for the holidays. Consider creating themed bundles for students transitioning to the next grade or relaxing summer-themed packages. Additionally, highlight items like beach essentials, summer reads, or travel accessories to cater to families gearing up for vacations.

Party decorations, travel products, and beachwear are in high demand. Prepare your inventory and expand summer-oriented advertising campaigns.

  • June 1–30: Pride Month
  • June 1: Global Day of Parents
  • June 7–12: European Athletics Championships
  • June 10: World Gin Day
  • June 14–July 14: UEFA European Championship
  • June 15: National Beer Day (UK)
  • June 16: Father’s Day (UK, USA)
  • June 21: International Day of Yoga
  • June 21: Beginning of Summer
  • June 24: School Holidays (differs per school)
  • June 24: Midsummer’s Day
  • June 27: Micro-, Small and Medium-Sized Enterprises Day
June Retail Calendar 2024


At the very beginning of the month there are two important nation-wide holidays: Canada Day and US Independence Day. Items carrying either the Canadian or the American flag are extremely popular to celebrate those two holidays and might sell as hot cakes, so make sure to have enough stock.

At the same time, summer is in full swing: travel-related items are about to be snapped up. Think about summer wear, floaties, any kind of luggage or travel organizers and prepare some specials for your summer shoppers.

  • July 1: Canada Day (Canada), International Joke Day
  • July 4: American Independence Day (USA)
  • July 6: Islamic New Year
  • July 7: World Chocolate Day
  • July 15: National Give Something Away Day
  • July 16: National Cherry Day
  • July 17: World Emoji Day
  • July 20: International Chess Day
  • July 22: National Hammock Day
  • July 26–11 August: Summer Olympics
  • July 28: Parents’ Day
  • July 29: National Lipstick Day
  • July 30: International Day of Friendship
  • July 31: National Avocado Day
July Retail Calendar 2024


Back-to-school keywords are in charge of PPC advertising in August. If you sell anything related to school supplies, brace yourself! Review your listings and PPC campaigns and add back-to-school-related keywords where it makes sense.

Ecommerce businesses that don’t offer school-related items can piggyback on a number of August celebrations. Target pet lovers on International Cat Day and International Dog Day.

Tap into the (craft) beer audience on August 2 and pair it with an ode to burgers at the end of the month. Dust off your Valentine’s spirit and leftover Valentine’s stock. Bring it back for the National Girlfriend Day and Qixi Festival aka Chinese Valentine’s Day!

  • August 1: National Girlfriend Day
  • August 2: International Beer Day
  • August 7: Playday – National Day for Play
  • August 8 International Cat Day
  • August 9: Book Lovers Day
  • August 10: Lazy Day
  • August 11: National Son and Daughter Day
  • August 16: Tell a Joke Day
  • August 19: World Photography Day
  • August 22: Qixi Festival (Chinese Valentine’s Day)
  • August 24: National Burger Day (UK)
  • August 26: International Dog Day
  • August 26: Summer Bank Holiday (UK)
August Retail Calendar 2024


Fall is slowly setting in, kids are returning to school and parents have more time to relax … and do some shopping. Review your top sellers and prepare coupons and discounts for your customer base.

Mid-September brings THE festival for beer lovers: Oktoberfest. Even though it originates from Germany, it is widely celebrated around the world. The festival attracts over 6 million visitors to Munich alone! You can jazz up your visuals with beer, lederhosen, and pretzels and anything beer or fun-related.

  • September 1: Back to School (differs per school)
  • September 2: Labor Day (USA)
  • September 6: Read a Book Day
  • September 7: World Beard Day
  • September 12: Chocolate Milkshake Day (USA)
  • September 13: Positive Thinking Day
  • September 15: National Wife Day
  • September 16: World Guacamole Day (USA)
  • September 21 – October 6: Oktoberfest (Germany)
  • September 21: International Peace Day
  • September 22: First Day of Fall
  • September 26: European Day of Languages (Europe)
  • September 27: World Tourism Day
September Retail Calendar 2024


Bring out the pumpkin spice, October is here! Warm clothes, candles, soft blankets and pumpkins are in, beach wear is out. You can also use spooky Halloween-themed creatives for your marketing communication.

October is also known as Breast Cancer Awareness Month. You can donate a share of your sales to your local cancer organization and kill two birds with one stone: do a good deed and build your brand. Pink ribbons all the way!

  • October 1–31: Breast Cancer Awareness Month
  • October 1–31: Go Sober for October (UK)
  • October 1: International Coffee Day
  • October 1: World Vegetarian Day
  • October 2–4: Rosh Hashanah (Jewish New Year)
  • October 3: Unity Day (Germany)
  • October 10: World Mental Health Day
  • October 11: Double Ninth Festival (China)
  • October 14: Canadian Thanksgiving (Canada)
  • October 15–24: Navratri (India)
  • October 16: World Food Day
  • October 25: World Pasta Day
  • October 26: National Pumpkin Day
  • October 31: Halloween
October Retail Calendar 2024


November or should I say Movember? Following Breast Cancer Awareness Month, November raises awareness about men’s health. Shout out to all the men out there, grow your mustache and ‘stache your ecommerce store as well.

The end of the month brings the most expected (and dreaded) sales days for ecommerce businesses: Black Friday and Cyber Monday. You must have been preparing for the good old Black Friday for a couple of months.

Now it’s time to make sure all your ducks are in a row. Double check your inventory, make sure your PPC advertising campaigns are adjusted to the higher volumes, and have a last look at your listings.

  • November 1–31: Movember
  • November 1: World Vegan Day
  • November 2: Dia de Muertos (Mexico, Latin America)
  • November 5: Guy Fawkes Night (UK)
  • November 10: Remembrance Sunday (UK)
  • November 11: Single’s Day (China)
  • November 12: Diwali (India)
  • November 13: World Kindness Day
  • November 19: International Men’s Day
  • November 28: Thanksgiving (USA)
  • November 29: Black Friday
  • November 30: St Andrew’s Day (UK)
November Retail Calendar 2024


Peak shopping season is not over yet – Christmas is coming! Plus several other gift-giving holidays which makes December an exciting month for any ecommerce seller.

Keep a close eye on your stock levels AND your PPC campaigns. Did you sell out an item? Then pause the ads until it is back in stock. This will save you money (and a lot of gray hair).

  • December 2: Cyber Monday
  • December 3–24: Advent
  • December 4: National Cookie Day
  • December 7: Small Business Saturday
  • December 14: Christmas Jumper Day
  • December 22: First Day of Winter
  • December 24: Christmas Eve
  • December 25: Christmas Day
  • December 25–January 15: Hanukkah
  • December 26: Boxing Day
  • December 26 – January 1: Kwanzaa (African American)
  • December 27: Bank Holiday
  • December 31: New Year’s Eve
December Retail Calendar 2024

Which Holidays Will You Include Into Your Retail Calendar?

Ecommerce businesses can be very different from each other. Not every single holiday will work for everyone. It highly depends on your listings, but also where you come from and your target audiences.

Pick the holidays and celebrations you can use to your advantage. Planning, preparations and correct timing go a long way. The best part: it all works even better when you pair it with suitable items that sellers look for at that time of the year.

Complete Retail Calendar 2024

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