Plan ahead by adding these 100+ key dates and strategies to your marketing calendar now (your future self will thank you).
It’s a new year and the perfect time to add new campaigns to your marketing calendar. Timing is key for any SMS campaign, but especially for holiday marketing campaigns. To make it easy to add these holidays to your 2025 marketing calendar, we compiled this list of key marketing dates. Add these engaging and revenue-driving campaigns to your 2025 text messaging calendar—plus get actionable tips and ideas for each marketing holiday.
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.
Once you’re ready to dig in and start scheduling your campaigns, use our SMS Planning Calendar Template. It’s got everything you need to track marketing moments, which audiences you’re engaging, and campaign status.
Explore our top SMS tips and strategies for 2025's key marketing dates.
January 2025 holidays
Help your subscribers stay on track with their New Year’s resolutions and achieve their goals.
Kick off the year by connecting with your audience through engaging and playful messaging while gathering useful zero-party data. Use conversational surveys to ask subscribers about their New Year’s goals and priorities, then follow up with a text offering tips and products to help them succeed.
- Lauren Lombardo, Lead CSM, Strategic at Attentive
January 1: New Year’s Day
Curate a seasonal lookbook for your SMS subscribers, and inspire them to step confidently into the new year.
January 1: January Sales (UK)
Offer discounts on seasonal and excess stock to make room for new inventory during this post-holiday season shopping event.
January 3: Festival of Sleep Day
Share a helpful sleeping tip and your most relaxing products to help subscribers recharge from the holidays and start the year refreshed.
January 20: Martin Luther King Jr. Day
Engage your subscribers with your brand’s purpose. Share opportunities to volunteer with organizations your brand supports, or let them know a portion of your sales will be donated to make an impact.
January 25: Opposite Day
Embrace this childhood holiday by sharing a “good night” message in the morning with a percent-off discount.
January 26: Spouse’s Day
Help your SMS subscribers show appreciation for their other half while treating themselves with a BOGO offer on small gifts and products.
January 29: Lunar New Year
Have potential new subscribers try their luck at winning a Year of the Snake giveaway with a Spin-to-Win sign-up unit.
February 2025 holidays
February brings the first gift-giving holiday of the year: Valentine’s Day. It’s a great opportunity to share the love with your subscribers and drive repeat purchases from your Q4 shoppers.
Bring back your Q4 holiday promotions calendar as a guide, taking all of your learnings from Holiday 2024 and testing the new cadence. Start with pre-Valentine’s messaging two weeks in advance and extend post-holiday with a cute “I’m sorry” promotion. Valentine's Day is a great opportunity to test out holiday-themed styles or bundles to your customers that you are considering for Holiday 2025.
- Allan Levy, CEO, Alchemy Worx
Black History Month
Highlight Black-owned brands consumers can support by shopping all month long.
February 2: Groundhog Day
On this day full of anticipation, try using an A/B test, where one segment receives an “Early Spring” prize and the other gets a “Late Winter” discount.
February 2: Grammy Awards
Feature your top-selling product and its benefits to engage your audience. Let a glowing five-star review sing your praises.
February 6: New York Fashion Week
Introduce a seasonal collection or highlight new arrivals during NYFW to inspire subscribers to try new looks.
February 9: National Pizza Day
Use Attentive’s Two-Way Journeys™ to give personalized product recommendations based on the subscriber’s favorite pizza toppings.
February 9: Game Day
Tackle game day engagement by having your subscribers reply with which team they’re rooting for. Then, reward them with either a winning offer or a consolation discount after the game.
February 14: Valentine’s Day
Win over the hearts (and wallets) of your last-minute shoppers with free two-day shipping and “gifts of experience” recommendations.
February 17: National Random Acts of Kindness Day
Launch a “buy one, give one” deal to support a cause that’s important to your brand.
February 17: Presidents Day
Send a patriotic-themed text message, and share a three-day discount to encourage subscribers to take advantage of the sale over the long weekend.
February 20: London Fashion Week
Let subscribers know that your team can give expert fashion advice through one-on-one consultations or personal styling sessions, either in-store or online.
March 2025 holidays
Make your business blossom this spring with bright and breezy campaigns and embracing a social-driven strategy to close out the first quarter on a high note.
The end of the quarter is critical for many brands, and marks a perfect opportunity to reevaluate your social reach. Think about driving subscribers from your messages to interactive social media experiences on Instagram, TikTok, or Facebook to get them involved in the action, build hype, and boost brand affinity. Cinematic campaigns are also a great way to engage younger consumers and promote content across channels.
- Lauren Lombardo, Lead CSM, Strategic at Attentive
Women’s History Month
Encourage customers to honor the women in their lives with a thoughtful gift. Consider donating a portion of your sales to a women's organization all month, too.
March 2: Academy Awards
Nominate your products for custom awards—like a Best Actor award with a complimentary item as Best Supporting Actor—to drive product discovery.
March 3: Paris Fashion Week
Help shoppers get catwalk-ready with personalized styling sessions and consultations via SMS.
March 4: Pancake Day (UK)
Highlight essential pancake-making products ahead of the day, offer engaging content like recipes, and create limited-time incentives to drive urgency. Send follow-up messages during the lead-up to keep your brand top-of-mind for last-minute buyers.
March 8: International Women’s Day
Give your subscribers a behind-the-scenes look into your brand by spotlighting the strong women behind it and their stories.
March 9: Daylight Savings Time starts
Take Daylight Savings Time literally by offering your subscribers a limited-time promotion that only lasts until the clocks change.
March 14: Pi Day
Launch a punny Spin-to-Win sign-up unit on your mobile site for a chance to win a “slice of the deals pie.”
March 17: St. Patrick's Day
Using Attentive’s Two-Way Journeys™, have subscribers reply with their “luckiest” keyword (“HORSESHOE,” “CLOVER,” etc.) to receive a surprise offer.
March 20: First Day of Spring
Motivate your subscribers to start their spring cleaning by sharing tips and product recommendations.
March 21: World Poetry Day
Embrace your inner poet in your messaging to switch up your usual engagement and grab subscribers’ attention.
March 30: Start of Eid al-Fitr
Connect with consumers during Eid al-Fitr by offering special discounts on curated gift collections, and sharing gift ideas and inspiration tailored to the occasion.
April 2025 holidays
Infuse some fun, creativity, and color into your SMS marketing campaigns this month to keep subscribers engaged with your brand.
Spice things up by crafting an April Fools’ Day prank using a mock product landing page, enticing customers with an exclusive sale upon clicking through. Engage customers further with a fun Easter-themed scavenger hunt, offering weekly clues that lead to valuable discount codes. Use Tax Day to your advantage by either hosting a sale or, for brands averse to discounts, doubling loyalty points to encourage customers to splurge their tax returns with your brand.
- Maya Juchtman, Senior Director of Marketing, Roswell
April 1: April Fools’ Day
Forgo the pranks of this holiday, and celebrate the day by sending a playful GIF promoting a 24-hour flash sale.
April 7: World Health Day
Celebrate healthcare heroes and encourage subscribers to shop by letting them know you’ll donate a percentage of every purchase to a charity.
April 10: Siblings Day
Send subscribers curated gift guides to help them find the perfect gifts for their siblings or friends that are just like siblings.
April 14: National Gardening Day
Embrace this holiday by sharing an SMS-exclusive offer for your green-thumbed subscribers, from hand cream to sun hats.
April 15: World Art Day
Text subscribers a GIF highlighting art pieces that speak to a range of tastes. Consider offering subscribers a dollar or percentage off to encourage them to add to their collection.
April 15: Tax Day
Send subscribers a reminder to submit their taxes—and to celebrate with an exclusive percentage-off promotion to mark the date.
April 20: Easter
Plan a virtual Easter egg hunt to engage your audience and drive product discovery. You can hide “eggs” around your website with special offers. Promote the event in advance so shoppers can plan their purchases, and use SMS and email to share clues.
April 21: National Tea Day (UK)
Use National Tea Day as a prompt to remind your customers to take a break and enjoy some shopping. Offer "afternoon tea” flash deals or discounts to create a sense of relaxation and indulgence, perfect for browsing your latest offerings.
April 22: Earth Day
Encourage your subscribers to shop green and spend time in nature by sharing deals on sustainable items and outdoor equipment.
April 26: Arbor Day
Help subscribers get involved and drive sales by donating a percentage of their purchase to a conservation charity.
May 2025 holidays
Consumers are eagerly awaiting the start of summer. It’s a good time to share any final reminders of spring cleaning activities—especially as you show off new seasonal items they can get early with subscriber-exclusive access to pre-sales.
May is the perfect time for brands to spotlight the kickoff of prom and wedding season, promote pre-summer deals, and craft campaigns inspired by spring cleaning. Feature vibrant lifestyle images, sprinkle in some fun flower emojis, and inspire others to treat themselves to a fresh new look!
- Lauren Lombardo, Lead CSM, Strategic at Attentive
Asian Pacific American Heritage Month
Share your favorite AAPI-owned businesses for people to shop and support throughout the month.
May 4: Star Wars Day
Introduce a stellar discount or promotion that “forces” your customers to shop right away.
May 5: Cinco de Mayo
Help your subscribers throw memorable celebrations with recommended party items, hosting tips, and inspirational content.
May 6: National Teacher Appreciation Day
Share a curated gift guide to help subscribers say "thank you" to the teachers in their life.
May 9: Europe Day
Engage your audience by seeing where they want to travel in Europe this summer with Attentive’s Two-Way Journeys™. Based on their response, reward them with a special offer for a product that fits their trip (like a sun hat for a beach holiday).
May 11: Mother’s Day
Send subscribers a helpful shipping deadline reminder to ensure their purchases arrive before the holiday. If your subscribers are last-minute shoppers, let them know about BOPIS or gift card options.
May 17: World Baking Day
Celebrate World Baking Day by sharing recipes and baking tips. Run an SMS campaign offering exclusive discounts on baking ingredients needed to bring these recipes to life.
May 26: Memorial Day
Mark the unofficial start of summer by giving subscribers 24 hours to shop the weekend-long sale before anyone else. Include a holiday-themed GIF to catch subscribers' attention.
May 27: National Sunscreen Day
Send suncare tips to help subscribers soak up the sun safely. Use Text-to-Buy to make it easy for subscribers to restock on their sun protection by simply replying with a keyword.
May 30: National Creativity Day
Tap into your subscribers’ creativity and share user-generated content highlighting your most popular items.
June 2025 holidays
June is all about celebrating dad and father figures and diving into summer fun. Use SMS and email campaigns to spotlight dad-approved gifts with exclusive bundles or limited-time discounts.
Highlight summer-ready products like outdoor gear, travel essentials, or seasonal self-care items to get customers in the spirit of the season. Create urgency with countdowns to Father’s Day and early summer shopping deals. Keep the vibe fun, warm, and adventure-ready with engaging visuals and personalized messages that capture the essence of summer and show Dad some love!
- Courtney Syrop, Associate Director of Lifecycle & Retention, Wpromote
Pride Month
Host a virtual Pride Parade featuring LGBTQIA+ advocates, employees, and influencers your brand works with.
June 3: World Bicycle Day
Offer a curated selection of cycling gear and safety equipment to inspire eco-friendly transportation. Encourage subscribers to ride in style with a special sale.
June 4: National Cheese Day
Embrace this playful holiday by offering subscribers 20% off cheesy snacks.
June 4: Global Running Day
Share a curated collection of items to help runners hit the road—including gear, fitness equipment, and products for post-run recovery.
June 7: National Trails Day
Celebrate National Trails Day by outfitting your subscribers with outdoor essentials like clothing and sunscreen.
June 8: Best Friends Day
Send SMS subscribers a BOGO offer to pick something special to treat their bestie—and themselves.
June 8: World Ocean Day
Help conserve our oceans by donating a portion of your sales to a charity keeping our oceans clean. Keep customers updated on the total amount raised to help them feel connected to your work.
June 15: Father’s Day
If you use Attentive ConciergeTM, remind subscribers that your brand is just a text way for any product questions, shipping support, and gift recommendations for every type of dad.
June 19: Juneteenth
Share a list of organizations your brand supports to encourage subscribers to engage in anti-racism work through volunteering and donations.
June 20: Summer Solstice
Celebrate the official start of summer by sending a summer-themed GIF promoting a 24-hour flash sale.
June 27: National Sunglasses Day
Send subscribers a text highlighting your best-selling shades, and include a GIF previewing each pair. Bonus tip: if you offer virtual try-on, let subscribers know how easy it is to see how the frames look.
June 30: Wimbledon
Share signature cocktail recipes for subscribers to enjoy while watching matches at home.
July 2025 holidays
Summer’s in full swing, and there are many holidays and seasonal moments to create campaigns around.
The peak of summer brings July 4, Amazon Prime Days, and the first hint of back-to-school! Make the most of this month by testing new creatives (e.g., try our effective spin-to-win units), creating gift guides, and showcasing brand must-haves to wow your subscribers.
- Lauren Lombardo, Lead CSM, Strategic at Attentive
July 4: Independence Day
Celebrate with a seasonal GIF highlighting a 24-hour flash sale. So between the cookouts and fireworks, subscribers can shop and save.
July 7: World Chocolate Day
Entice subscribers with images of chocolate treats, and share recipes where your products are a key ingredient.
July 15: National Clean Beauty Day
Remind subscribers about the benefits of your most popular clean beauty products, or educate them on the importance of clean beauty.
July 15: Back-to-School
Offer back-to-school promotions on supplies and apparel. Segment audiences to target students, parents, and teachers. Use SMS to start conversations about what they're shopping for so you can send them to the right category on your website.
July 17: World Emoji Day
Diversify your campaign messages by telling your brand’s story using only emojis—following up with a quick “translation” to grow brand awareness.
July 24: International Self-Care Day
Help shoppers build their daily self-care routine by sharing a thoughtful guide with expert tips, how-tos, and hand-picked products.
July 29: National Lipstick Day
Embrace this holiday by sharing an SMS-exclusive offer for makeup lovers to find their new favorite shade. If you offer virtual try-on, let subscribers know how easy it is to see how different shades will look on them.
August 2025 holidays
August means end-of-summer sales, back-to-school, and Labor Day prep. It’s the optimal time to inject fresh energy into your SMS program with fun, seasonal themes. Or, teasing fall launches to keep customers engaged as the seasons change.
Celebrate the last days of summer with a flash sale to create urgency and excitement. With back-to-school in full swing, it’s ideal timing to create themed collections or campaigns tailored to parents, students, or anyone needing a fresh start. And, with National Relaxation Day falling on August 15, it’s the perfect time to tease unwinding before the back-to-school rush to tie it all together. Showcase products that promote relaxation and share mindfulness tips or even a relaxing playlist.
- Alexis Woerdehoff, Manager, CRM & Lifecycle Strategy at Fluency Firm
August 3: Sisters Day
Help subscribers celebrate their loved ones by highlighting your best-selling gift sets (so they can take part in the fun, too).
August 8: International Cat Day
Help subscribers give their feline friends the VIP treatment by sending a BOGO deal on pet toys and treats.
August 15: National Relaxation Day
Share items that'll help them achieve zen, including face masks, loungewear, and home linens. With Text-to-Buy, subscribers can easily purchase via text, then sit back and relax.
August 19: World Photography Day
Lean into visual storytelling by featuring stunning product imagery or behind-the-scenes snaps. Pro tip: This is a great way to get the most out of your influencer-driven content.
August 26: International Dog Day
Help your subscribers spoil their pups by bundling and saving on their favorite toys, treats, and more.
September 2025 holidays
Spread warmth and positivity by showing your subscribers how much you appreciate them.
Kick off the fall season with World Gratitude Day on September 21! Show your subscribers some love with a special discount or a heartfelt message thanking them for being part of your text community. It’s also an opportunity to reconnect with subscribers who haven’t heard from you in a while. To create this audience within segment builder, simply select those who “have not received a text at least once in the last x days” in the UI.
- Lauren Lombardo, Lead CSM, Strategic at Attentive
September 1: Labor Day
Give subscribers early access to your Labor Day sale so they can shop their favorite items before anyone else. Include a GIF highlighting the limited-time nature of the sale.
September 5: International Day of Charity
Share a note from your founder explaining the impact of your charitable partnerships, and link to an impact report sharing stats.
September 7: Grandparents’ Day
Let subscribers know about your personalization and gift-wrapping options so they can surprise loved ones with gifts.
September 11: New York Fashion Week
Give SMS subscribers a sneak peek at your upcoming collection, from mood boards to design decisions.
September 15: Start of Hispanic Heritage Month (ends October 15)
Promote and support Hispanic and Latinx-owned brands by showcasing them throughout the month and encouraging your audience to shop.
September 18: London Fashion Week
Let your subscribers know your team is available to offer expert fashion advice with one-on-one consultations or personal styling sessions, both in-store and online.
September 20: Oktoberfest
Help subscribers celebrate Oktoberfest with themed items such as glassware, apparel, and food.
September 21: International Day of Peace
Share the values and causes that matter to your brand, including how subscribers can get involved.
September 25: National Cooking Day
Send subscribers a recipe to try out, and link to the items they’ll need to enjoy their meal—from groceries to cookware and table settings.
October 2025 holidays
October is a great time to start priming your audience for Black Friday and the holiday season.
Focus on nurturing customers with educational content like informational blogs and product pairings as well as small flash sales throughout the month. Consider ending the month with a “trick or treat” gift with purchase to get customers excited about your brand.
- Nikki Kessler, Lifecycle Marketing and Retention Manager, DRINKS
Black History Month
Highlight Black-owned brands and organizations and encourage your audience to show their support by shopping and/or donating all month long. Brands can boost their contributions by pledging a portion of October's sales to a non-profit pushing for progress.
October 1: National Coffee Day
Offer subscribers a “perk,” like free shipping or a gift with purchase.
October 7: National Taco Day
Celebrate this tasty holiday by sharing a BOGO offer for tacos that subscribers can redeem in-store or with their delivery order.
October 10: World Mental Health Day
Encourage subscribers to prioritize their mental health by sharing self-care tips, mindfulness exercises, helplines, and more.
October 13: Indigenous Peoples’ Day
Highlight Indigenous communities that are making a difference, and let subscribers know you’ll donate a portion of every sale to organizations supporting and celebrating their work.
October 14: National Dessert Day
Help subscribers indulge their sweet tooth by offering a free dessert to enjoy with their next online or in-store order. If you’re not a food brand, try “treating” subscribers to sweet steals like a free gift with purchase.
October 20: Diwali
Diwali is the Hindu festival of lights, celebrated with joy, feasts, the lighting of lamps, and gift giving. Connect with consumers during this festival by offering special discounts on curated gift collections, and sharing gift ideas and inspiration tailored to the occasion.
October 31: Halloween
Share a special “treat” with your subscribers via text messaging by offering a percentage or dollar amount off to help them celebrate.
November 2025 holidays
Start engaging your list early and often to set your Cyber Week campaigns up for success.
Early November is the perfect time to prepare your subscribers for the surge of messages they’ll receive. Increase your campaign cadence, while closely monitoring opt-out rate, to ensure optimal list health. Refresh your welcome series and abandon journeys with festive, holiday-relevant copy to keep shoppers motivated to purchase all month long.
- Lauren Lombardo, Lead CSM, Strategic at Attentive
Movember
Recommend your best beard and mustache care products and donate a portion of the proceeds to organizations for men’s health.
November 2: Daylight Savings Time ends
Help shoppers get cozy as they set their clocks back with seasonal product recommendations.
November 11: Singles’ Day
Remind subscribers to embrace the single life and treat themselves with self-care product recommendations and a fun, empowering GIF.
November 11: Veterans Day
Partner with a non-profit serving veterans to honor your customers who are active or former service members.
November 27: Thanksgiving
Thank subscribers with an exclusive offer for free shipping, or a dollar-off discount they can redeem in-store.
November 28: Black Friday
Build excitement ahead of your Black Friday sale by giving subscribers early access to your Black Friday deals. Include a secret code they can redeem at checkout.
November 29: Small Business Saturday
If you’re a small business—or if your brand carries products from small businesses—highlight popular items in a virtual gift guide. Include a link to a landing page so subscribers can easily shop the featured items.
December 2025 holidays
Discounts, delight, and shipping deadlines are key themes for the merriest time of year.
Cyber Monday is on December 1. With the strategy, planning, and list-building efforts you've run during the summer, your newly grown and engaged list is primed to receive your best deal of the year, whether they buy to treat themselves or gift to others. Don’t forget to remind your customers of shipping deadlines, so Santa arrives on time! Last but not least, take the opportunity to thank your customers and tell them you appreciate them, while using data to identify who your engaged subscribers are for your Q1 campaigns.
- Jess Grossman, Founder, In Social
December 1: World AIDS Day
Share a list of organizations your brand supports and encourage subscribers to volunteer or join you in making donations.
December 1: Cyber Monday
Ease your subscribers’ holiday shopping worries with Attentive Concierge. Remind shoppers they can always reach out via text for product recommendations, shipping questions, and 1:1 support.
December 2: Giving Tuesday
Share the organizations and causes your brand supports. Let subscribers know how they can give back—whether it’s purchasing items from a collaboration or donating directly to a partner organization.
December 5: International Volunteers Day
Tell the stories of the individuals and organizations who are making a difference in the world. Share how your brand is getting involved, and include a link for subscribers to learn more.
December 8: Green Monday
Inspire last-minute shoppers with a digital gift guide highlighting your best-selling items.
December 13: National Free Shipping Day
Remind subscribers of upcoming shipping deadlines, and offer them free shipping for 24 hours so they can get their last-minute gifts in time for the holidays.
December 15: National Cupcake Day
Treat subscribers to free shipping or delivery on their next order.
December 20: National Ugly Sweater Day
Recommend your most popular accessories subscribers can use to uplevel their ugly sweaters, from earrings to seasonal scarves.
December 20: Super Saturday
Help last-minute shoppers complete their lists by suggesting e-gift cards.
December 26: Boxing Day
Invite your subscribers to “unwrap” a mystery offer by clicking on the link to reveal the deal. Bonus tip: Turn seasonal shoppers into repeat purchasers by offering store credit back with every purchase.
December 31: New Year’s Eve
Treat subscribers like VIPs with an SMS-exclusive New Year promotion. Include a holiday-themed GIF to immediately catch their attention.
For more inspiration, browse inspirational ideas, orchestration tips, and text messaging templates in our Marketing Campaign Calendar.
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