A commercial calendar is essential for planning to turn special dates into real revenue opportunities. That’s why planning the year in advance is one of the key differentiators for online stores that want to sell more in 2026.
Seasonal dates have a direct impact on e-commerce performance. With changing consumer habits and online shopping now well established, Brazilian e-commerce revenue is expected to reach R$ 350 billion by 2029, according to projections by ABComm.
In this article, you will discover how the 2026 Business Calendar is a tool for organizing and planning to make the most of each date to sell more.
What is a business calendar?
The commercial calendar consists of key dates that influence purchasing behavior, such as Mother’s Day, Children’s Day, Black Friday, Christmas, among others. It serves as a basis for planning promotions, marketing actions, inventory management, and relationship campaigns.
Think of the 2026 calendar as a starting point: it guides your planning to make the most of every opportunity, sell on a recurring basis, and align physical and virtual store actions, when applicable.
Check out the key dates in the 2026 business calendar
Planning campaigns, media, and inventory based on seasonality remains one of the most efficient ways to hit sales targets. For 2026, the sector’s outlook remains positive, with projections indicating growth of almost 10% compared to 2025, reaching R$ 258.4 billion.
Below, you will find the main dates of the year, with a focus on opportunities and ideas for action.
January 1: Universal Celebration
This is a good time to reactivate your customer base after the end of the year, clear out remaining stock, and launch “new cycle” campaigns. Themed kits, welcome coupons, and re-engagement messages are all worthwhile. Plan about two to three weeks in advance and track repurchase rates, seasonal product turnover, and re-engagement via email or app.
February 14 to 17: Carnival
Essential for businesses linked to tourism, party fashion, costumes, themed decorations, and food. It is a strong period for consumption, ideal for stock clearance and last-minute campaigns, especially for products related to the theme.
March 8: International Women’s Day
In addition to being a relevant opportunity for fashion, cosmetics, beauty, and other stores, it is a strategic moment to reinforce brand positioning on issues such as gender equality, support for female entrepreneurship, and combating violence against women. The combination of offers and institutional content strengthens the company’s image.
March 15: Consumer Day
Perfect for heating up the first quarter. Generous discounts, more competitive shipping, cashback, and special customer service conditions usually work well. Plan three to four weeks in advance and track NPS, same-day resolution rate, and the relationship between acquisition cost and average ticket size.
April 5: Easter
Even beyond the chocolate segment, this date is strong for gifts, themed kits, and food products. Creating combos for specific occasions (family, friends, corporate) and exploring subscriptions (coffees, baskets, themed boxes) increases the average ticket size.
As there are seasonal and sometimes perishable items, start planning six to eight weeks in advance.
April 28: Free Shipping Day
Already established in the e-commerce calendar, this is an excellent opportunity to increase conversion. Set clear rules (by region, category, or minimum ticket) to balance attractiveness and logistics costs.
May 10: Mother’s Day
One of the most important dates of the year. Invest in curation (types of mothers, price ranges), special packaging, digital gift cards, and campaign segmentation by purchase profile. Ideally, you should start planning six to eight weeks in advance.
June 12: Valentine’s Day
Work on emotion, personalization, and urgency. Combos for couples, experiences such as dinners, spas, joint subscriptions, and fast delivery help increase conversion in the days leading up to the date.
August 9: Father’s Day
Kits, accessories that complement the gift, and segmentation by hobby, such as cooking, sports, and technology, tend to perform well. Track average ticket size, recurrence of those who purchased in the previous year, and margin per combo.
September 15: Customer Day
This is an excellent opportunity to enhance customer loyalty and encourage repeat purchases during a month that is typically slower. Loyalty programs, exclusive coupons for registered customers, and recognition campaigns help strengthen relationships.
October 12: Children’s Day
Curation by age, emphasis on product safety, and educational kits are important differentiators. It is worth combining short video campaigns, family influencers, and presence in marketplaces.
November 27: Black Friday
Black Friday is one of the most important dates for e-commerce sales. It requires longer planning, testing campaigns in advance, reviewing infrastructure, and clearly defining discount policies. It is essential to balance customer expectations with a healthy margin.
November 30: Cyber Monday
An extension of Black Friday, Cyber Monday focuses on electronics, software, accessories, and online combos. Re-engage Friday’s undecided shoppers with “last chance” campaigns and monitor mobile conversion, cart recovery, and ROI by channel.
December 25: Christmas
In addition to the increase in gifts, Christmas requires special attention to logistics, especially on-time delivery. Use curatorship by price range, gift cards, and gift options sent directly to the recipient. It is also important to plan for after-sales and exchanges, which impact brand perception at the beginning of the following year.
Other important dates for certain niches
In addition to major dates, there are several specific moments that can be very relevant depending on the niche:
- January 7 – Reader’s Day (bookstores, subscription clubs, publishers)
- January 26 – Gluttony Day (sweets, snacks, confectionery)
- February 4 – Back to School (stationery, backpacks, electronics)
- February 14 – Valentine’s Day (romantic gifts, flowers, jewelry)
- February 19 – Sports Day (sports equipment, fitness clothing)
- April 14 – World Coffee Day (specialty coffees, accessories)
- April 23 – World Book Day (bookstores, publishers, reading clubs)
- May 1 – Labor Day (corporate gifts, office supplies)
- May 25 – Nerd Pride Day (geek products, games, collectibles)
- June 24 – São João (June festival items, decorations, traditional foods)
- June 28 – LGBTQIAP+ Pride Day (inclusive products, fashion, culture)
- July 7 – World Chocolate Day (chocolates, gourmet gift boxes)
- July 13 – World Rock Day (alternative fashion, music)
- July 20 – Friendship Day (emotional gifts, experiences)
- July 26 – Grandparents’ Day (wellness products, personalized items)
- August 15 – Singles’ Day (self-care, leisure)
- October 4 – World Animal Day (pet shops, accessories)
- October 31 – Halloween (costumes, themed decorations)
- November 1 – Vegan Day (vegan and sustainable products)
- November 20 – Black Awareness Day (Afro fashion, literature, art)
- December 31 – New Year’s Eve (party clothes, decorative items)
Tips for planning your 2026 business calendar
Knowing the business calendar is important, but what makes the difference in results is the planning behind them. Some guidelines:
Know your customer
Not every date is relevant to every business. Analyze your persona and understand which moments have the strongest connection with your audience. A bookstore can take more advantage of World Book Day than Children’s Day, for example. Focus on opportunities that make sense for your customer.
Set prices
Consumers expect clear benefits on special dates. Analyze prices charged in previous years, competitor behavior, and available margins. If it is not possible to compete solely on discounts, consider alternatives such as free shipping, gifts, or loyalty programs.
Plan with your suppliers
Anticipating negotiations is essential to ensure adequate inventory at good prices. Set up an annual schedule of key dates, present demand forecasts to suppliers, and develop proposals that are advantageous to both sides. After the campaign, take stock to inform future negotiations.
Sales analysis for previous years
Review reports from previous years to identify:
- which dates performed best;
- which products stood out;
- where there were stockouts or excess inventory.
BI, CRM, and reporting tools from the e-commerce platform itself help identify patterns and bottlenecks.
Set realistic goals
Define key performance indicators (KPIs) for each date:
- conversion rate;
- average ticket;
- media ROI and CAC;
- LTV (customer lifetime value).
These figures guide the size of the investment and help evaluate the success of the campaign.
Set up a schedule
Set up an annual plan that includes:
- start of planning for each campaign;
- negotiation dates with suppliers;
- deadlines for creating adverts and landing pages;
- campaign periods (Google Ads, Meta Ads, email, push).
Have all sectors integrated
Ensure that logistics, inventory, and customer service are aligned with the expectations generated by marketing. Aggressive campaigns without a customer service or delivery structure can compromise the brand’s reputation.
Advertise your promotions
Once you have defined your actions, choose the most relevant channels for your audience: social media, email, WhatsApp, SMS, app push notifications, etc.
Set up a calendar for publications and mailings, produce content that is consistent with your brand positioning, and track metrics such as email opens, clicks, and social engagement.
Have you learned what the 2026 business calendar is?
With this information, you are better prepared to put together a 2026 business calendar that goes beyond “remembering dates”: it becomes a strategic roadmap for turning each month into a concrete opportunity for growth.
When planning, personalization, and cross-channel integration go hand in hand, your online store gains revenue predictability, improves the customer experience, and builds long-term relationships.