The holiday season, week by week.
Black Friday, then gifts, then unboxing videos, then returns. Each stage needs different proof on your product pages. Here is what to do in each, and every date for this year and next.
Each stage sells a different way.
November
Black Friday to Cyber Monday
Real customer photos and video on the pages your ads point to. A fast page. A Sunday-night swap to Cyber Monday.
December
Gifts and late shoppers
A gift guide by person and budget. Delivery dates from your own carriers. Gift cards after the last one.
Late December
Unboxing season
Recipients film the gifts they open. Ask after delivery, clear the rights, and use the videos in January.
January
Returns and the reset
Fit notes and customer photos close part of the gap behind size and colour returns. Write down what worked.
2026 and 2027, side by side.
| Moment | 2026 | 2027 |
|---|---|---|
| Singles Day | Wed 11 Nov | Thu 11 Nov |
| US Thanksgiving | Thu 26 Nov | Thu 25 Nov |
| Black Friday | Fri 27 Nov | Fri 26 Nov |
| Small Business Saturday (US) | Sat 28 Nov | Sat 27 Nov |
| Cyber Monday | Mon 30 Nov | Mon 29 Nov |
| Giving Tuesday | Tue 1 Dec | Tue 30 Nov |
| Green Monday | Mon 14 Dec | Mon 13 Dec |
| Super Saturday | Sat 19 Dec | Sat 18 Dec |
| Christmas Day | Fri 25 Dec | Sat 25 Dec |
| Boxing Day (UK) | Sat 26 Dec | Sun 26 Dec |
Carrier delivery cutoffs change every year. Take them from each carrier's own site. Valentine's, Mother's Day and the rest of 2027 are in the full calendar.
Black Friday 2027 starts in January.
Customer content takes months to collect and clear. Traffic takes days to arrive. The stores that win next November start collecting from the gifts this December.
Start collecting free- EbookThe Holiday Playbook 2026Late October to the January returns, one stage at a time.
- EbookPlan BFCM 2027 nowThe month-by-month plan for Black Friday 2027, starting in January.
- CalendarHoliday ecommerce calendar 2026 and 2027Every retail date for both years, with what to prepare for each.
- GuideBFCM 2027: a 12-month planWhat to collect, test and ship in each month of 2027.
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