Holiday Playbooks

Covers seasonal guides for key retail moments, from Valentine's Day to Christmas, including what to prepare and when to send.

Seasonal guides for the moments that drive the most revenue — what to prepare, when to send, and how to keep performance up when volume spikes. The playbooks are in calendar order.

New Year / January Sale

When: 27 December to the end of January

A fresh start for your shoppers. January sale sends, "new year, new routine" ideas, gift card reminders and offers for new subscribers.

Valentine's Day

When: mid-January to 15 February

The January run-up to 14 February. Gifts for partners, friends and yourself, buy-one-get-one offers, and a treat-yourself offer for the day after.

Mother's Day

When: 4-6 weeks before Mother's Day (May in the US, March in the UK)

Gifts for mums and mother figures. Early access, gift sets, a firm order-by date and gift cards for last-minute shoppers.

Father's Day

When: 4-6 weeks before Father's Day (June in the US and UK, September in Australia)

Gifts for dads, grandads and father figures. Early access, a free gift with purchase, a firm order-by date and gift cards for last-minute shoppers.

4th of July

When: about 2 weeks before to the 4th of July weekend (US)

The start of summer sale season in the US. Early access for subscribers, a weekend sale, free shipping and a free gift with purchase.

Prime Day

When: about 2 weeks before Amazon's Prime Day (usually July), until the last day of your sale

Your own summer deals while shoppers are hunting for bargains. Early access, free shipping with no membership, bundles and a short sale.

Back to School

When: 4-6 weeks before term starts, until the first weeks of term

The weeks before the new term. Shopping lists, multipacks and bundles, and restock messages once term has started.

Halloween

When: 5-6 weeks before 31 October, until the first days of November

Costumes, decor and treats. Early access, a trick-or-treat surprise discount, a mystery gift and a leftovers sale before BFCM.

BFCM

When: October to Cyber Monday

Black Friday and Cyber Monday, in nine parts. Housekeeping and list growth in the run-up, offer planning and send strategy through the peak, and how to handle crunch week.

Holiday Shipping & Last-Minute Gifting

When: Cyber Monday to the holidays

The weeks between Cyber Monday and the holidays. Shipping-deadline campaigns, popups for before and after your order-by date, and simple December offers.

Christmas

When: Cyber Monday to the new year

Gift season, from the end of BFCM to the after-Christmas sale. Gift guides, festive popups and offers that feel like a gift.