Mother’s Day is a good reminder that your customers’ calendars may look different from yours. In 2027, it falls on Sunday, March 7 in the UK and Sunday, May 9 in the US. If you serve both markets, relying only on a US marketing calendar could mean missing an important opportunity to connect with your UK customers.
A little planning now can help you reach your audience with a relevant message at the right time. This 2027 holiday marketing calendar brings together 35 holidays, observances, and seasonal opportunities across the US and UK, organized month by month. For each occasion, you’ll find an audience to focus on, a campaign idea to make your own, and a suggested date to start preparing.
And yes, some of that preparation begins before 2027! New Year’s Day planning starts on December 11, 2026, with Valentine’s Day preparation following on January 3, 2027. Getting those dates into your calendar early gives you room to develop thoughtful campaigns rather than rush out a last-minute promotion.
Ready to plan? Start with the US and UK comparison below, or jump to the month you need. Use the suggested preparation dates to decide what needs your attention next.
2027 US and UK holiday dates: where they differ and where they match
Some holidays fall on different dates in the two countries, while others line up. If you sell in the US and the UK, check these dates first and note where you need separate campaigns.
| Occasion | US | UK |
|---|---|---|
| Mother’s Day | Sun, May 9 | Sun, Mar 7 (Mothering Sunday) |
| Thanksgiving | Thu, Nov 25 | Not observed |
| Small Business Saturday | Sat, Nov 27 | Sat, Dec 4 |
| Boxing Day | Not observed | Sun, Dec 26 (substitute bank holiday: Tue, Dec 28) |
| Christmas observed | Fri, Dec 24 (federal holiday observed) | Mon, Dec 27 (bank holiday) |
| Late-May long weekend | Memorial Day, Mon, May 31 | Spring bank holiday, Mon, May 31 |
| Father’s Day | Sun, Jun 20 | Sun, Jun 20 |
The last two rows bring a little breathing room to your planning. The late-May long weekend and Father’s Day fall on the same dates in both countries, giving you a chance to reuse campaign visuals and messaging. Just check that the offer feels relevant to both audiences before you hit publish.
The small details deserve your attention, too. Use “Mum” and “colour” for UK readers, and “Mom” and “color” for US readers. Spell out the month so there’s no confusion: 5/9 means May 9 in the US but September 5 in the UK. Show prices in £ or $ as appropriate, and include a clear last order date for each country. It’s all about making your message feel local and helping customers know exactly what to expect.
What’s unusual about 2027?
A few dates deserve extra attention as you plan.
Easter falls on March 28 in 2027, creating a busy stretch that includes Valentine’s Day, Presidents’ Day, Mothering Sunday, St. Patrick’s Day, and Easter. To give yourself time to prepare, start planning your Easter campaign on February 14, which is Valentine’s Day itself.
Super Bowl LXI also falls on February 14. If you have a Valentine’s offer for US customers, consider sending your main email earlier in the week.
Christmas falls on a Saturday. The US federal holiday is observed on December 24, while the UK has substitute bank holidays on December 27 and 28. Make your delivery deadlines and support hours clear for each market.
Keep Prime Day flexible, too. Amazon’s 2026 event ran from June 23 to 26, so don’t assume July for 2027. Prepare your campaign, but wait for confirmed dates before setting the launch.
How the start dates work
Use these guidelines to plan your workload, and adjust them to suit your team.
| Lead time | Occasions | What to prepare |
|---|---|---|
| 8 weeks | Black Friday, Cyber Monday, Christmas, Boxing Day | Offer, landing page, emails, ads, and visuals |
| 6 weeks | Valentine’s Day, Mothering Sunday, Mother’s Day, Father’s Day, Easter, Halloween, Thanksgiving | Offer or gift guide, emails, social posts, and order reminders |
| 3 weeks | Long weekends, bank holidays, national days, and awareness days | A few posts and an email, if relevant |
“Start preparing” means choosing your offer and briefing the work. Your launch comes later.
Why start Black Friday planning on October 1? It gives you time to prepare and consider an early offer. NRF’s October 2026 survey found that 43% of US holiday shoppers planned to begin browsing and buying before November.
January 2027
January is when customers set new goals and keep a closer eye on spending. Make getting started feel manageable with useful guides, simple starter kits, and affordable ways to try something new. Keep clearance promotions separate from your fresh-start campaigns.
1. Veganuary (all month, US and UK): Help customers explore plant-based meals with easy recipes, beginner-friendly shopping lists, and product suggestions. Focus on small, manageable changes rather than an all-or-nothing approach. Start preparing by December 11, 2026.
2. New Year’s Day (Friday, January 1, US and UK): Offer a “start here” bundle or a 30-day email series that helps customers work toward a goal. Start preparing by December 11, 2026.
3. Martin Luther King Jr. Day (Monday, January 18, US): Focus on service, not sales. Highlight relevant volunteer work or community initiatives, and explain how customers can get involved. Start preparing by December 28, 2026.
4. Burns Night (Monday, January 25, UK, mainly Scotland): Celebrate Robert Burns with a supper bundle, a traditional recipe, or a feature on Scottish makers. Start preparing by January 4, 2027.
January tip: Keep fresh-start and clearance messages separate. One supports a new goal; the other offers savings.
February 2027
February brings Valentine’s Day shopping in both countries, and in 2027 the Super Bowl falls on the same day. Plan your campaigns around the occasions that matter to your audience, with separate messages for each market.
5. Pancake Day (Tuesday, February 9, UK): Shrove Tuesday is known as Pancake Day in the UK, and families, students, and cafes all join in. It’s a light, playful opportunity for recipes, topping bundles, or a fun social post. Cafes and restaurants can offer a special pancake menu for the day. Start preparing by January 19.
6. Valentine’s Day (Sunday, February 14, US and UK): Partners, friends, and people treating themselves are all shopping, with last-minute buyers often appearing in the final days. Organize a gift guide by budget, put the order-by date in every email, and keep gift cards ready for anyone who misses the shipping deadline. Start preparing by January 3.
7. Super Bowl LXI (Sunday, February 14, US): With the game falling on Valentine’s Day, some customers will be planning game-day parties while others are making Valentine’s plans. Choose an angle: party food, drinks, and home deals for game day, or a “skip the game” Valentine’s offer for people who would rather not watch. If you sell to both groups, ask your email subscribers one question in early February: “Game day or date night?” Then send each group a relevant offer. The NFL owns trademarks for the Super Bowl, so avoid using the name or logos in commercial ads and promotions without permission. Use “game day” or “the big game” instead, and don’t imply NFL sponsorship. Start preparing by January 24.
8. Presidents’ Day (Monday, February 15, US): For many shoppers, it’s simply a long weekend with deals. Use it to clear winter stock and introduce your spring collection in the same email. Start preparing by January 25.
February tip: With Valentine’s Day and the Super Bowl falling on the same Sunday, plan your emails early. Send your final physical-gift reminder before your delivery cutoff, then switch to digital gift cards.
March 2027
Easter comes early in 2027, bringing the UK’s Mothering Sunday, St. Patrick’s Day, and the Easter long weekend into the same month. In England, Wales, and Northern Ireland, Easter creates a four-day weekend. It’s also Women’s History Month in both countries. For Easter campaign ideas, see these Easter email ideas.
9. Mothering Sunday (Sunday, March 7, UK): Help customers find a thoughtful gift for their mums with a gift guide featuring flowers, experiences, or products relevant to your business. Use “Mum” in the copy and include a clear order-by date. Target customers celebrating the UK occasion rather than sending the campaign to your entire US and UK audience. Start preparing by January 24.
10. St. Patrick’s Day (Wednesday, March 17, US and UK): Bars, restaurants, and party hosts get busy, and plenty of people with Irish roots join in. A themed social post or a food and drink special is enough. No sale needed. Start preparing by February 24.
11. Good Friday (Friday, March 26, UK): A bank holiday across the UK and the first day of the Easter long weekend in England, Wales, and Northern Ireland. Open your Easter offer on Friday so it covers the whole weekend. Start preparing by March 5.
12. Easter Sunday (Sunday, March 28, US and UK): Families plan egg hunts and a big Sunday meal, while spring gifts, seasonal foods, and kids’ activities all have their moment. Try a spring gift guide, an egg hunt kit, or a family activity. Easter prep starts on Valentine’s Day this year, so brief your team before February gets busy. Start preparing by February 14.
13. Easter Monday (Monday, March 29, England, Wales, and Northern Ireland): The last day of the four-day Easter weekend in these parts of the UK. Easter Monday isn’t a bank holiday in Scotland. A short reminder email is enough for shoppers who are still off work. Start preparing by March 8.
March tip: Mothering Sunday and Easter share a lot, from flowers and gifts to family meals. Plan the creative for both in one session when Mothering Sunday prep starts in late January, then change the copy and dates for Easter.
April 2027
A quieter month after an early Easter, with spring cleaning, gardening, and school holidays on people’s minds. Use it to get May and June ready. If you post for Earth Day, keep environmental claims specific. In the UK, the CMA’s Green Claims Code sets out what’s expected.
14. Earth Day (Thursday, April 22, US and UK): Customers who care about sustainability pay attention today, and they notice empty claims. Post only if you have a real change to show, like new packaging, a repair service, or a take-back scheme. Otherwise, skip it. Start preparing by April 1.
April tip: Use the quiet weeks to finish the US Mother’s Day campaign, which should already be underway since March 28, and to draft offers for the two UK bank holidays and Memorial Day.
May 2027
The UK has two long weekends, while the US has one. The US long weekend falls on the same dates as the UK’s second bank holiday weekend. For customers celebrating Mother’s Day in May, these Mother’s Day campaign ideas are a good place to start.
15. Early May bank holiday (Monday, May 3, UK): UK shoppers get a long weekend, and many spend it in the garden or on a DIY project. A long-weekend offer or some garden and outdoor content fits well. Start preparing by April 12.
16. Mother’s Day (Sunday, May 9, US): US gift buyers are shopping for moms and grandmothers, and plenty of moms will treat themselves, too. Run a US-only campaign that uses “Mom” in the copy, with a gift guide, experiences, and a clear order-by date. Start preparing by March 28.
17. Memorial Day (Monday, May 31, US): Memorial Day honors service members who died in military service and also marks the unofficial start of summer. For a seasonal campaign, focus on outdoor living, summer plans, or warm-weather products. Keep any tribute post separate from the sale. Start preparing by May 10.
18. Spring bank holiday (Monday, May 31, UK): The second May bank holiday offers another opportunity for a long-weekend campaign. Help customers plan a day out, refresh their outdoor space, or get ready for summer. Start preparing by May 10.
May tip: In 2027, Memorial Day in the US and the spring bank holiday in the UK both fall on May 31. Plan one seasonal offer, then tailor the wording, prices, and delivery details for each market. For the US campaign, keep any Memorial Day tribute separate from promotional messaging. For the UK campaign, focus on the long weekend and getting ready for summer.
June 2027
Father’s Day falls on the same day in both countries, so you can adapt these Father’s Day email templates for either audience. Update the dates, wording, prices, and delivery details before sending.
If you sell on Amazon, watch for the official Prime Day announcement.
19. Father’s Day (Sunday, June 20, US and UK): Help shoppers find a thoughtful gift for dads and father figures with a gift guide organized by interests or budget. Use one core campaign for both markets, adapting the wording, currency, and delivery deadlines. Start preparing by May 9.
June tip: Make last-minute shopping easy. Once delivery deadlines pass, direct customers to digital gift cards or local pickup, if you offer it.
July 2027
A big long weekend in the US and a quiet start to the second half of the year in the UK. Summer sales, vacations, and outdoor plans fill the month, making it a good time to plan back-to-school campaigns and Q4.
20. Independence Day (Sunday, July 4, US): US families are hosting cookouts, watching fireworks, and heading off for the long weekend. The federal holiday is observed on Monday, July 5, so the weekend runs from Saturday through Monday. Summer, outdoor, and food offers fit, as does a midyear sale. Start preparing by June 13.
July tip: Black Friday prep starts on October 1, less than three months after July 4. Use the slower weeks to decide on your Black Friday offer and order stock while there’s still time.
August 2027
It’s back-to-school season in both countries and the month of the last bank holiday in England, Wales, and Northern Ireland before Christmas. For back-to-school campaigns, these back-to-school email examples are a good starting point.
21. Summer bank holiday (Monday, August 30, England, Wales, and Northern Ireland): Families are squeezing in one more trip before school starts again. Scotland’s summer bank holiday comes earlier, on August 2. A last-of-summer offer that leads into back-to-school season fits both moods. Start preparing by August 9.
August tip: Schools don’t all go back at once. Many US schools return in August, while others return after Labor Day. In the UK, Scottish schools generally go back in mid-August, while most schools in England and Wales return in early September.
Time each list’s back-to-school emails to its own start dates. One way to do this is with a school-start countdown: ask customers for their school’s first day at signup or through a one-click email, then send a reminder two weeks before and a final reminder one week before.
September 2027
Labor Day closes the summer in the US. After that, fall shoppers start looking for decor, seasonal food, and cozy clothes. Everything else points toward Q4, with Black Friday prep starting on October 1.
22. Labor Day (Monday, September 6, US): The last long weekend of summer gives many shoppers a reason to look for deals. Run an end-of-season clearance, then introduce your fall collection. Start preparing by August 16.
September tip: Before October begins, choose your main Q4 offer, check stock, and decide who will create the emails, landing pages, and visuals. Put the preparation dates in your calendar and assign each task.
October 2027
Q4 preparation picks up this month: Black Friday prep starts on October 1, Christmas prep on October 30, and Boxing Day prep on October 31.
October is also Breast Cancer Awareness Month in both countries. If you sell a product to support a charity, state exactly how much you’ll donate and which organization will receive it. Halloween falls on a Sunday, and these Halloween campaign ideas can help you plan your emails.
23. Halloween (Sunday, October 31, US and UK): Families with kids, party hosts, and costume buyers are all shopping, but they want different things. Pick the group that fits your business best, whether that’s customers looking for costumes, decor, treats, or party supplies. You could also invite customers to share costume photos for user-generated content. Start preparing by September 19.
October tip: By Halloween, Black Friday prep is already four weeks in. Schedule your Halloween posts by mid-October so the last two weeks of the month can focus on Black Friday creative.
November 2027
November is the busiest month on the calendar. Bonfire Night, Veterans Day, and Remembrance Sunday call for different approaches. Then Thanksgiving, Black Friday, Cyber Monday, and GivingTuesday arrive within six days. These Black Friday email tips can help you plan your send schedule.
24. Bonfire Night (Friday, November 5, UK): UK families head out to fireworks displays and bonfires. Outdoor, food, and warm-clothing offers fit, as does a partnership with a local event. Start preparing by October 15.
25. Veterans Day / Armistice Day (Thursday, November 11, US and UK): In the US, Veterans Day honors everyone who has served in the military. In the UK, Armistice Day marks the end of the First World War, with a two-minute silence at 11 a.m. Keep the tone respectful, with veterans and remembrance at the center rather than your brand. Mark the occasion; don’t turn it into a sales event. If you offer a veterans discount year-round, it’s reasonable to remind customers about it. Start preparing by October 21.
26. Remembrance Sunday (Sunday, November 14, UK): The UK’s main day of remembrance includes services and parades across the country. Keep your message quiet and respectful. Mark it, don’t sell on it. Start preparing by October 24.
27. Thanksgiving (Thursday, November 25, US): Keep your message simple while customers are busy with family, food, and travel. Send a genuine thank-you email, and keep any Black Friday early-access offer in a separate message. Start preparing by October 14.
28. Black Friday (Friday, November 26, US and UK): Deal hunters in both countries are shopping, and many will have started looking before November. One clear offer with an end date is easier to remember than a pile of discounts. Give your email list early access, and plan stock in advance. Start preparing by October 1.
29. Small Business Saturday (Saturday, November 27, US): Shoppers who want to buy local and support independent stores are your audience. An in-store event or a bundle with a local partner fits well. Start preparing by November 6.
30. Cyber Monday (Monday, November 29, US and UK): Online shoppers who missed Friday or waited for a better price are looking for deals. Run an online-only extension or a second offer, and send a last-chance email in the evening. Start preparing by October 4.
31. GivingTuesday (Tuesday, November 30, US and UK): Customers who want their spending to do some good may respond to a cause-related campaign. Donate a share of the day’s sales to one named cause, and report the total afterward so people can see where the money went. Start preparing by November 9.
November tip: Thanksgiving through GivingTuesday covers six days. Write and schedule every email for that period by mid-November, so the week itself can focus on replies, stock, and customer service.
December 2027
Christmas falls on a Saturday, followed by substitute bank holidays on December 27 and 28 in the UK. Confirm your opening hours, shipping deadlines, and customer support coverage, and schedule Boxing Day emails in advance. These Christmas email templates include last-chance formats.
32. Small Business Saturday (Saturday, December 4, UK): UK shoppers who want to buy local are your audience, one week after the US event. Reuse your US campaign idea, whether that’s an in-store event or a bundle with a local partner. Start preparing by November 13.
33. Christmas Day (Saturday, December 25, US and UK): In the weeks leading up to Christmas, shoppers are buying gifts, and last-minute buyers may still be looking for options after shipping deadlines pass. Run gift guides by budget, show the last order date for each country, and switch to digital gift cards once shipping closes. Start preparing by October 30.
34. Boxing Day (Sunday, December 26, UK): UK bargain hunters and people with gift cards to spend are looking for deals. The substitute bank holiday falls on Tuesday, December 28. Open your online sale on December 26, and schedule everything before the long weekend starts. Start preparing by October 31.
35. New Year’s Eve (Friday, December 31, US and UK): Party hosts and people looking back on the year are your audience. Send customers a year-in-review email or put party supplies front and center. Start preparing by December 10.
December tip: Prep for New Year’s Day 2028 starts on December 11, 2027. Pick your January campaign before the holiday rush, not after it.
Additional dates to consider for your audience
Your audience may celebrate other occasions beyond the main calendar. Choose the dates relevant to your customers, confirm local observance dates, and allow six weeks to prepare.
| Date | Holiday | Start preparing |
|---|---|---|
| Sat, Feb 6 | Lunar New Year | Dec 26, 2026 |
| Wed, Mar 10 | Eid al-Fitr (tentative) | Jan 27 |
| Fri, Oct 29 | Diwali (date may vary locally) | Sep 17 |
| Fri, Dec 24 | Hanukkah begins at sundown | Nov 12 |
The Eid al-Fitr date depends on moon sighting, and Diwali observance can vary by location and community. Some US communities may observe Diwali on October 28 rather than October 29, so confirm the date with your audience before scheduling your campaign.
In 2027, Hanukkah begins on Christmas Eve and ends at nightfall on Saturday, January 1, 2028, according to Hebcal. If you serve customers celebrating both holidays, plan their messages separately and respect each occasion’s traditions.
How to plan 2027 as a team of one
Nobody should run 35 campaigns. If you’re doing marketing on your own, the calendar is for choosing what to do and what to skip.
Start with three questions for each date. Do your customers actually buy for this occasion? Do you have a real offer or story for it beyond “it’s a holiday”? Can you do it properly with the time you have? If any answer is no, skip the date or post once and move on. The guide on how to prioritize marketing as a team of one shows how to make that decision.
Then choose one main campaign priority per quarter, based on when your customers actually buy. Add a second only if it matters to your audience and you have time to do it well. For a gift shop serving both markets, the main priorities might be Valentine’s Day in Q1, US Mother’s Day in Q2, and the holiday shopping season from Black Friday through Boxing Day in Q4. UK Mothering Sunday in March could be an additional Q1 campaign if it’s important to your customers. Q3 may be quieter, leaving more time to prepare for Q4. Add smaller occasions only when you have a relevant offer and enough time to prepare.
When an occasion is relevant to both markets, build one core campaign and adapt it for each country. Reuse the offer and visuals where appropriate, then adjust the timing, wording, currency, and delivery details. Resize everything once, using the specifications in this social media image sizes guide.
After each campaign, check what it brought in, not just how many people saw it. Depending on your goal, that means signups, sales, conversion rate, or cost per new customer. Write the result next to the date in your calendar, so next year you can choose your campaigns based on results instead of memory.
Finally, put the start dates in your calendar, not just the holidays. A January 3 reminder that says “Valentine’s: decide the offer” gives you time to act. A reminder on February 14 is too late to start planning.
FAQ
When is Black Friday 2027?
Black Friday falls on Friday, November 26, 2027, the day after US Thanksgiving on Thursday, November 25. Cyber Monday is November 29. Black Friday falls on the same day in the UK, but Small Business Saturday doesn’t: it’s November 27 in the US and December 4 in the UK. On this calendar, Black Friday prep starts on October 1, eight weeks ahead.
When is Mother’s Day 2027?
Mother’s Day falls on Sunday, May 9, 2027, in the US. In the UK, Mothering Sunday is Sunday, March 7, 2027, because it’s tied to Lent and moves with Easter. If you sell in both countries, that’s two separate campaigns, two months apart. Start preparing the UK campaign on January 24 and the US campaign on March 28.
When is Easter 2027?
Easter Sunday falls on March 28, 2027. Good Friday (March 26) is a bank holiday across the UK, while Easter Monday (March 29) is a bank holiday in England, Wales, and Northern Ireland, but not Scotland. The early date creates a busy stretch from Valentine’s Day through Easter. In this calendar, Easter preparation starts on February 14.
When should I start planning holiday marketing for 2027?
For Q1, now. Prep for New Year’s Day starts on December 11, 2026, and for Valentine’s Day on January 3, 2027. For Black Friday 2027, start by October 1. If you’re doing marketing on your own, put these start dates in your calendar rather than the holidays themselves. Choose one main campaign priority per quarter, and add more only when they matter to your audience and you have time to prepare.
Nova Express Resources
Getting Started:
- NotebookLM for Marketers
- AI Tools for Marketers
- Nano Banana Pro: The Complete Guide for Marketers 2026
- 2026 Holiday Shopping Statistics: Spending & Trends
- 7 Midjourney V7 Prompts for Marketing Ads
- What Are AI Tokens? A Marketer’s Guide to Context, Cost, and Limits
- Stop Selling to People Who Don’t Know They Have a Problem
- Best AI Video Generators for Marketers in 2026
- Nano Banana Prompts
About the author
Serafima Osovitny is a Marketing Manager at Nova Express, where she focuses on digital marketing, search visibility, content strategy, and marketing workflows. She writes practical guides that help marketing teams research their audiences, develop strategies, and put their plans into action.
Explore her work at serafima.digital and follow her on X: @OSerafimaA.
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