From Diwali to Carnival-y: E-Commerce Holiday Calendar by Country

Each country is unique—in its people, in its culture, and in the holidays it chooses to celebrate. But with the rise of globalization and the spread of international brands, many holidays have traveled far beyond their places of origin. As a result, we now find Diwali ads in London, Halloween sales in Tokyo, and Valentine’s Day everywhere from New York to Sydney.

This creates a wonderfully diverse environment for marketers to work with. On the one hand, they can (and should) build localized marketing calendars that speak to national pride and cultural relevance. On the other—they also need to stay aware of international holidays that have gained popularity and meaning across borders.

In this article, however, we’ll talk local. We’ll look at several countries and their national holidays—the ones that are specific to them, shaped by their own histories, traditions, and values. We’ll explore how these holidays came to be, how they’re celebrated, and how marketers can use them in their e-commerce marketing calendar with meaning and authenticity.

Why Holidays Are Prime Time for E-Commerce Marketing

Of course, holidays are there to be celebrated—but that’s not really why these dates are marked on the calendar. The origin of each holiday usually runs deeper. It’s often about commemoration and appreciation. They represent emotions people return to year after year, and that’s probably why we hold holidays so close. 

And that’s exactly what makes holidays such a powerful space for connection. When we share those emotions, the quiet gratitude of Mother’s Day, the collective pride of Independence Day, or even the solemn reflection of Memorial Day observances, we come closer together. And brands that understand the psychology of those shared feelings and what truly stands behind each holiday have a real chance to connect with their customers on a deeper, more human level.

Sales and promotions are often short-lived. Emotional connection, on the other hand, builds something lasting. If a company can show that it feels a holiday, not just uses it—if it can reflect the same joy or grief that lives in its audience—it becomes more than just a brand. It becomes part of the moment. And that’s how loyalty is built.

What Is the Next Big Holiday?

United States

🌹 Memorial Day—May 27

Originally a day to honor fallen soldiers, Memorial Day has grown into a moment of pause—a day off before the summer heat kicks in. For many, it marks the emotional beginning of summer: flags waving, first BBQs of the season, and that slow drift from spring to full summer. For e-commerce brands, it’s one of the most powerful points on the e-commerce holiday calendar. It includes “Start of Summer” emails, early-bird travel kits, and lawn and patio picks. Customers are already in the mood for reward and renovation—all you have to do is nudge them.

🎆 Independence Day—July 4

The Fourth of July is more than just fireworks—it’s one of the few holidays that is celebratory in a very nostalgic way. Emotionally, it’s about freedom, pride, and belonging. E-commerce brands can relate to this spirit by leaning into American-made products, limited-time bundles, or June promotion ideas that extend into early July. July 4th may not be a top revenue holiday, but it’s a warm, wide-open moment for brands to engage in the shared feeling of pride and nostalgia.

🛠️ Labor Day—September 2

Labor Day was born out of a desire to celebrate workers—and, let’s be honest, now it’s mostly celebrated with backyard corn on the cob and long weekend sales. But that doesn’t make it any less meaningful. It’s the end of summer—the final exhale before fall routines settle in. Which makes it the perfect moment for e-commerce brands to clear summer stock, roll out cozy arrivals, or launch “one last summer thing” before it disappears. If you’ve been asking, “What is the next big holiday after the back-to-school rush?”—this is the one.

United Kingdom

🏖️ May & summer bank holidays—early May & late August

The UK’s beloved bank holidays don’t come with parades or fireworks—they come with deep sighs of relief. A Monday off, a garden in bloom, maybe a pint of beer or a spontaneous trip to the coast. This pause in the constant run creates the moment for scrolling and shopping. You should definitely add bank holidays to your e-commerce marketing calendar, not for their grandeur, but for their rhythm. Don’t forget to match your message to the mood: relaxed, cozy, and indulgent.

🔥 Bonfire Night—November 5

There’s nothing quite like Bonfire Night in the UK. Rooted in the failed Gunpowder Plot of 1605, it’s a holiday that’s evolved from political symbolism into something far more sensory: firecrackers in hands, hot drinks in the cold, and fireworks. It’s nostalgia, warmth, and a bit of the thrill of danger—celebrated in a wool scarf. E-commerce brands can play with that energy by spotlighting seasonal items (knitwear, candles, snacks, even fire pits) or by sending curated “Bonfire Night Bundles.” It is not a typical sales holiday, but that’s exactly why it stands out.

Australia

🌞 Australia Day—January 26

Australia Day commemorates the first European settlement with BBQs, beachside energy, and national pride. While people celebrate it in different ways, like a backyard gathering, a city celebration, or a lazy day at home, this public holiday is festive but laid-back—very Aussie. For e-commerce brands, it’s a great chance to highlight locally made products, run Australia-themed giveaways, or simply ride the wave of summer enthusiasm. From sunglasses and swimwear to beer coolers and playlists, think summer lifestyle when planning your Australia Day campaign. It’s a must-have date in your e-commerce marketing calendar if you are targeting Australian customers.

🌺 ANZAC Day—April 25

More reflective than celebratory, ANZAC Day honors Australian and New Zealand soldiers who served and died in wars and peacekeeping. It’s a deeply emotional day marked by dawn services, silence, and remembrance. It’s not a day for big, flashy sales—and shouldn’t be treated as such—but it can be an opportunity for thoughtful content. Brands might pause regular campaigns, opt for messages of gratitude, or use this moment to spotlight veteran initiatives or community stories. Done respectfully, this can build trust and connection in a quiet and powerful way.

India

🪔 Diwali—October/November

Known as the Festival of Lights, Diwali is one of India’s biggest and brightest holidays—both literally and emotionally. It’s about the triumph of good over evil, of light over darkness. Families clean their homes, buy new clothes, decorate everything in sight, and…shop. Diwali is a peak moment for Indian e-commerce, especially for fashion, home decor, tech, and beauty. So, it is important to plan ahead with well-timed offers, gift guides, and gorgeous email visuals. Diwali campaigns can be profound, generous, and visually rich—a must on your e-commerce holiday calendar if you serve the Indian market.

🌈 Holi—March

The festival of colors, Holi, is joyful chaos—bright powders, water fights, music, dancing, and a deep sense of release. It’s a holiday that invites people to forget worries, reconnect with others, and literally color outside the lines. E-commerce brands can dive into this energy with colorful visuals, playful subject lines, and limited-edition “burst of color” promotions. This holiday is great for fashion, accessories, gifts, and even digital products. Holi marketing is all about vibrancy—so be vibrant with your email campaigns.

China

🐉 Lunar New Year—January/February

The most important traditional festival in China, Lunar New Year (or Spring Festival), is all about family reunions, red envelopes, deep cleans, and new beginnings. It shuts down cities and fills them with color and fireworks. For global brands, it’s a moment of pause and planning. If you are outside China but working with Chinese audiences, prepare your e-commerce holiday calendar early with gift sets, travel gear, and family-themed promotions. Red and gold visuals, well-wishes, and respectful timing will fit the occasion perfectly.

💖 Singles Day—November 11

Started as an ironic celebration of being single, 11/11 (because of four 1s) has turned into the biggest online shopping day in the world. In 2020 it was bigger than Black Friday and Cyber Monday. If you sell in or to China, this holiday has to be a headline in your e-commerce calendar. And if you don’t serve China? Take notes—many brands are starting to mimic the success of Singles Day with global campaigns. If you’ve ever wondered, “What is the next big holiday that could shake up the sales world?”—this is it.

E-Commerce Email Templates

Pre-made email templates play a big role in email marketing. They don’t just simplify the job for email marketers—they help improve the overall quality of the campaigns too. 

With the email templates collection from Sendigram, you can be truly creative. It offers a diverse collection of templates for different industries, newsletter types, themes, holidays, and more. You can use the templates as inspiration, twist them, adjust them, experiment with different formats—basically do whatever you need to get the best results for your campaign. It’s the kind of tool that gives you both structure and freedom, which is exactly what most of us need to work fast but still make it personal and good-looking.

Look at this email template example for the Labor Day

This Labor Day email template vibrates with a late-summer energy, which makes you want to pack up for the weekend and bring your favorite soundtrack with you.

A waterproof Bluetooth speaker might not sound revolutionary, but it’s the kind of thing you never knew you needed until you do. You can be at a BBQ, poolside, or just hanging out in the park and thinking, “Wouldn’t it be nice to have music right now?” Dustproof, waterproof, longbattery life—this email template showcases it all without pushing the product on you.

Instead, it lets the product speak for itself with just the right amount of lifestyle appeal and a 30%-off nudge. It’s a great example of how a holiday promo can be both relaxed and convincing.

To Sum Up

In this article, we looked into national holidays specific to different countries—their roots, their traditions, how they’re celebrated today, and how e-commerce companies can engage with them. Not just to use them for their advantage, but to celebrate alongside their users.

Because when brands choose to step into the moment—to acknowledge the meaning behind a holiday, to respect its cultural weight, and to align with the emotions that come with it—they do more than market a product. They build connection. They show they understand what matters. And by becoming part of those shared emotions and traditions, they create strong, lasting bonds in the minds and hearts of their customers.

And in the end, that’s what good marketing is—not just being present, but being present with purpose.