Discover Australia’s top marketing moments to engage customers, build loyalty, and drive revenue.

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This year is filled with opportunities for brands to tap into key holidays and events. By aligning your SMS campaigns with Australia's major dates—such as Click Frenzy, EOFY, and BFCM, you can boost engagement and increase customer lifetime value. 

This article will guide you through each month’s top marketing and holiday dates, providing tips to enhance your SMS strategy and achieve year-round success.

PS: Want to explore inspirational ideas, orchestration tips, and SMS templates for these marketing moments? Check out our 2025 Marketing Campaign Calendar, featuring key dates in the US, the UK, Australia, and Canada.

*We’ve marked some holidays within the Australia Marketing Calendar that may be sensitive with an asterisk. For those dates, be mindful of who you’re marketing to and in what region, and consider not marketing on those days.

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January 2025 Holidays

Tip of the month: Start the year strong by engaging with new customers acquired during the peak season. Since this is when subscribers are getting started on their resolutions, promote health, wellness, and self-improvement or care products and services. Then, tap into the excitement around summer festivities with exclusive incentives for SMS subscribers on seasonal items like beachwear, sunscreen, and barbecue snack packs.

• ‍Veganuary
• January 1: New Year’s Day‍
• January 12: Start of Australia Open
• January 25: Opposite Day‍
• January 26: Spouse’s Day
• January 28: Back-to-school
• January 29: Lunar New Year

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February 2025 Holidays

Tip of the month: ​​Stand out by reminding subscribers about lesser-known moments of celebration in February. For hallmark holidays like Valentine’s Day, offer convenient shopping options like pre-ordering gifts for delivery on February 14, same-day in-store pick-up, and sending reminders about delivery cut-off dates.

• February 9: Game Day
• February 11: Click Frenzy Glow
• February 14: Valentine’s Day
• February 17: Random Acts of Kindness Day‍
• February 20: Love Your Pet Day

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March 2025 Holidays

Tip of the month: Make SMS your VIP channel for the March Madness sales. Give your sign-up units a makeover with extra limited-time incentives to lure new subscribers, and pamper your existing ones with early access and exclusive previews in the days or weeks leading up to the big event.

• Women’s History Month
• March Madness Sales
• March 1: First Day of Autumn
• March 3: Labour Day (WA)
• March 6: World Book Day
• March 6: Start of AFL Season
• March 8: International Women’s Day
• March 10: Labour Day (TAS, VIC)
• March 17: St. Patrick’s Day
• March 21: World Poetry Day
• March 26: Click Frenzy Travel
• March 30: Start of Eid al-Fitr*
• tbc: Afterpay Day

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April 2025 Holidays

Tip of the month: Create bundle deals on duo products this Siblings Day. Pair complementary items or create themed sets that appeal to your audience. Offer them at a special price for one day only and emphasize the limited nature of the deal within your copy. For Earth Day, encourage your subscribers to shop green and spend time in nature by sharing deals on sustainable items and outdoor equipment.

• Easter Sales
• April 1: April Fools’ Day 
• April 7: Daylight Saving Time ends
• April 7: World Health Day
• April 10: Siblings Day
• April 15: World Art Day
• April 18: Good Friday*
• April 20: Easter
• April 21: Easter Monday
• April 22: Earth Day
• April 25: Anzac Day*

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May 2025 Holidays

Tip of the month: Offer the opportunity to opt out of sensitive holiday content such as Mother’s Day for an inclusive and considerate experience for all subscribers. For those who remain opted in, find out who they're shopping for, how they plan to celebrate the occasion, or what kind of gift they want. With Attentive's Two-Way Journeys, you can instantly respond with recommendations tailored to their needs and preferences. 

• May 4: Star Wars Day 
• May 5: Labour Day (QLD)
• May 6: Cinco de Mayo
• May 11: Mother's Day
• May 12: Start of Australian Fashion Week
• May 13: Click Frenzy Mayhem
• May 17: World Baking Day
• May 27: Sunscreen Day
• tbc: eBay Plus Weekend
• tbc: Vogue Online Shopping Night

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June 2025 Holidays

Tip of the month: June kicks off winter sales season. From warm apparel to cozy decor, encourage your subscribers to stock up on everything they need (or want) for the colder months with special discounts or promotions. Ensure your browse and cart abandonment journeys are active and updated to remind high-intent shoppers about the seasonal goodies they've left behind.

• Pride Month
• Winter/EOFY Sales
• June 1: First Day of Winter
• June 3: World Bicycle Day
• June 4: Global Running Day
• June 6: Start of Eid al-Adha*
• June 8: World Ocean Day
• June 8: Best Friends Day
• June 9: King’s Birthday (National except QLD & WA)

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July 2025 Holidays

Tip of the month: Create memorable moments around niche holidays this month. Celebrate International Self-Care Day by sending tailored wellness tips or product suggestions based on customers' purchase history, tapping into the allure of self-indulgence. Remind subscribers to take time to pamper themselves, positioning your brand as a supportive friend.

• Blak History Month*
• Dry July
• July 7: World Chocolate Day
• July 17: World Emoji Day
• 24 July: International Self-Care Day
• 25 July: Christmas in July
• 29 July: National Lipstick Day
• tbc: Amazon Prime Day

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August 2025 Holidays

Tip of the month: ​​Grow brand loyalty in August by offering an exclusive SMS discount for subscribers, allowing them to spoil their furry friends with toys and accessories on International Cat or International Dog Day. Balance discount-based promotions with campaigns focusing on engagement first, like sharing handpicked products and services to help subscribers unwind and destress on ​​Relaxation Day. 

• August 1: International Beer Day
• August 3: Sisters Day
• August 4: Jeans for Genes Day*
• August 8: International Cat Day
• August 15: Relaxation Day
• August 19: World Photography Day
• August 26: International Dog Day
• tbc: Afterpay Day

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September 2025 Holidays

Tip of the month: Highlight your best-selling, popular, or top-rated discounted products in your marketing campaigns to maximize spring sales. Include customer reviews and create a sense of urgency with flash sales to drive quick purchases. 

• Spring Sales
• September 1: First Day of Spring
• September 5: International Day of Charity*
• September 7: Father’s Day
• September 20: Start of Oktoberfest
• September 27: AFL Finals
• September 29: King's Birthday (WA)

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October 2025 Holidays

Tip of the month: Stay top of mind in the lead-up to peak shopping season with a mix of promotional and non-promotional campaigns. Use two-way text messaging to learn subscribers' interests and segment them ahead of BFCM for personalized, relevant messages. Invite subscribers to “trick or treat” online and in-store for a free gift with a purchase on Halloween.

• October 1: International Coffee Day
• October 6: Labour Day (ACT, NSW, SA)
• October 7: King's Birthday (QLD)
• October 10: World Mental Health Day*
• October 19: National Gardening Week
• October 20: Diwali*
• October 26: Grandparents’ Day
• October 31: Halloween
• tbc: Amazon Prime Day

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November 2025 Holidays

Tip of the month: According to the National Australia Bank, Aussies spent more than $8.7 billion over Black Friday and Cyber Monday in 2023. Tap into this demand with curated gift guides that encourage product discovery, followed by coveted limited-time deals. Take advantage of the increased traffic to your website to grow your email and SMS subscriber list. 

• Movember
• November 4: Melbourne Cup Day
• November 11: Single’s Day
• November 11: Remembrance Day*
• November 20: World Children’s Day
• November 29: Black Friday
• November 30: Small Business Saturday
• tbc: Click Frenzy Main Event

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December 2025 Holidays

Tip of the month: Offer Christmas shoppers an exclusive discount or money-off voucher for the new year to build customer loyalty and encourage post-holiday repeat purchases. Get ahead of the competition and launch your Boxing Day sales a day or two early to capture eager shoppers.

• December 1: First Day of Summer
• December 1: Cyber Monday
• December 8: Green Monday
• December 13: Free Shipping Day
• December 24: Christmas Eve
• December 25: Christmas Day
• December 26: Boxing Day
• December 31: New Year’s Eve

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For more inspiration, browse our Marketing Campaign Calendar, which includes creative ideas, orchestration tips, and text messaging templates.