2022 key shopping events, in newly available countries

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Amazon Ads has a global reach that spans the world over, with a wealth of countries you’re able to advertise in. Ads can help make more sales for your business, and there may be a chance you’re missing out on an opportunity to advertise in one of the countries where Amazon Ads solutions are newly available, such as Sweden or Singapore.

For example, if you are a brand who sells decorations and are currently advertising on amazon.co.uk, you could consider selling your product to shoppers in Poland, and start advertising on amazon.pl.

Advertising during key shopping events can be a great way to reach new audiences. The calendar below will help you incorporate these events into your advertising plan for the year.

Additional resources:

  • Learn the four steps to succeed at selling globally, with this guide.
  • How to run Sponsored Products campaigns, internationally, with this guide.

Using this calendar

two people laughing at something on a phone

This calendar will help you plan for important shopping events in newly available countries, so you can create and execute a local advertising strategy.

When building a local advertising campaign, apply the following best practices:

  • Define an appropriate budget by reviewing your goals for the year. Work backwards from your performance goals; review this in line with your overall country budget and your local event budget (remembering to review our recommended minimum daily budget for that country). Then, create your budget for that country.
  • Identify opportunities for your business during key events. Review the list below and identify the moments that are relevant to your brand and products. Curate a local campaign and launch it two weeks before the event to maximize your sales opportunity.
  • Check in on campaigns to monitor how they are performing. You may find they need adjusting if they’re performing well, or equally, you may need to modify your bids or keywords if they are under-performing.

2022 event calendar for newly available countries

Filter based on country or key shopping event. For example, you may wish to see all events celebrated throughout the year in Singapore, or which of the newly available countries recognize Black Friday.

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By country

Select a country from the drop down to see key events by quarter.

Prime Day/Amazon Day

Prime Day is a 48-hour sale that takes place once a year, exclusively on Amazon’s website, and specifically for Prime members. The site-wide event sees price drops and discounts across a wide range of categories, including TVs, laptops, headphones, smartphones, games, home tech and more. The exact date for Prime Day is announced closer to the event.

End of Year Holiday

The end of the calendar year, marked in December, and the beginning of a new year, in January, come with many celebrations. Typically, this holiday period is made up of the following key events, which individually celebrate with shopping sales, gift giving and celebrations with family and friends: Christmas Eve (24 December), Christmas Day (25 December), Boxing Day (26 December), New Year’s Day (1 January).

Relevant countriesAdvertising period
United Arab EmiratesNovember – December
Saudi ArabiaNovember – December
BrazilNovember – December
TurkeyNovember – December
PolandNovember – December
NetherlandsNovember – December
MexicoNovember – December
AustraliaNovember – December
SwedenNovember – December
SingaporeNovember – December
Black Friday and Cyber Monday

A four-day-long sales event that typically follows Thanksgiving in the United States (usually the fourth Friday in November). It can mark the start of the Christmas shopping season. Some countries refer to the name of the event differently, and extend it for longer than four days. Black Friday is also known as White Friday, Black Friday Week, Black Week and Smiling Friday.

Relevant countriesAdvertising period
United Arab Emirates25–28 November
Saudi Arabia25–28 November
Brazil25–28 November
Turkey25–28 November
Poland25–28 November
Netherlands25–28 November
Mexico25–28 November
Australia25–28 November
Sweden25–28 November
Singapore25–28 November
Valentine’s Day

A celebration of love and appreciation. Typically, gifts such as candy, flowers and other presents are exchanged between loved ones.

Relevant countriesAdvertising period
Sweden26 January – 14 February
Netherlands1–14 February
Brazil23 May – 12 June
Turkey1–14 February
Mexico1–14 February
Mother’s Day

Mother’s Day is a celebration of mothers, as well as motherhood, maternal bonds, and the influence of mothers in society. It is celebrated on different days in many parts of the world, most commonly in the months of March or May. Gift-giving is customary and shoppers typically start looking for a gift for their loved ones in the weeks leading up to the event.

Relevant countriesAdvertising period
Mexico19 April – 10 May
Australia25 April – 8 May
Brazil18 April – 8 May
Turkey27 April – 8 May
Poland26 May
Netherlands22 April – 8 May
Sweden1–29 May
Father’s Day

Father’s Day is a special day to honour fathers and celebrate fatherhood and paternal bonds, as well as the influence of fathers in society. Gift-giving is customary and shoppers typically start looking for a gift for their loved ones in the weeks leading up to the event.

Relevant countriesAdvertising period
Mexico1–20 June
Australia22 August – 4 September
Brazil25 July – 14 August
Turkey1–20 June
Poland26 May – 23 June
Netherlands1–20 June
Sweden17 October – 13 November
Halloween/Día de Muertos

A celebration observed on 31 October, the eve of the Western Christian feast of All Hallows' Day. Traditionally, people dress up, go trick-or-treating and host costume parties. Day of the Dead (Dia de Muertos) is a two day holiday in Mexico (1–2 November) in which families remembered those that have passed.

Relevant countriesAdvertising period
Mexico1 October – 2 November
Back to School

In the lead-up to students returning to school, shopping for school supplies and apparel peaks, as pupils prepare for a new school year.

Relevant countriesAdvertising period
United Arab EmiratesAugust
Saudi ArabiaAugust
BrazilDecember
Turkey16 August – 8 September
Poland23 August – 6 September
NetherlandsAugust
MexicoAugust
11.11

11.11 (representing the event taking place on 11 November), also known as “Singles' Day”, is an unofficial holiday and shopping day that celebrates people who are not in relationships.

Relevant countriesAdvertising period
United Arab Emirates10–12 November
Saudi Arabia10–12 November
Singapore11 November

    • There are important considerations when it comes to local advertising, including the following:

    • Shopping habits, trends and preferences can be different across each country, in every culture, and in different languages, so keep this in mind when setting up your advertising campaign.
    • The quality of your product information and product detail pages can have a meaningful impact on your performance, so invest time and effort in producing high-quality campaigns.
    • Recommendations and regulations are different in each country, so remember to adjust your minimum budget, and review the sponsored ads acceptance policy to comply with all applicable laws.

    Visit our guide to find out more about advertising internationally.

    1 2020 e-Commerce Payments Trends Report: United States Country Insights.
    2 GDP per capita (Current US$).” https://data.worldbank.org/indicator/NY.GDP.PCAP.CD
    3 Happiest Countries in the World 2022. World Population Review.com
    4 United Nations Statistics Division: Saudi Arabia Population”.
    5 Distribution of the e-commerce market in Latin America and the Caribbean in 2021, by country”. Statista
    6 E-commerce in Poland. E-commerce News.
    7 One in four Polish e-consumers shop on foreign websites”. E-commerce News.
    8 Egypt – Statistics & Facts. Statista.
    9 Twenty countries with the largest population in mid 2021”. Statista.
    10 Australia Post – Inside Australian Online Shopping – 2019 eCommerce Industry Report. Australia Post.

    Singapore

    Singapore is a sovereign island city-state in southeast Asia, with a digitally literate population, most of whom consume content via their mobile phones. It has a multicultural population; with four official languages, including, English, Malay, Mandarin and Tamil; however, English is the most widely spoken language and is the nation’s official language.

    Key events: Lunar New Year, National Day, 11.11, Black Friday and Cyber Monday

    Jan – Mar
    • 5 January – 15 February – Chinese New Year: Chinese New Year, Spring Festival, or the Lunar New Year, is a festival that celebrates the beginning of a new year on the traditional lunisolar Chinese calendar.
    Jul – Sep
    • 3–9 August – National Day sale: Every year in August, the nation celebrates Singapore’s birthday. Around this time, it's typical for retailers to offer discounts and promotions, often tied to Singapore’s age.
    Oct – Dec
    • 10 October – 10.10: A shopping event that takes place in Singapore, also known as “the Perfect 10 sale”.
    • 11 November – 11.11: Also known as “Singles' Day”, is an unofficial holiday and shopping day that celebrates people who are not in relationships.
    • 25–28 November – Black Friday, Cyber Monday: A four-day-long sales event that typically follows Thanksgiving in the United States (usually the fourth Friday in November). It can mark the start of the Christmas shopping season. Some countries refer to the name of the event differently, and extend it for longer than four days.
    • 12 December – 12.12: A shopping event that takes place in Singapore, in December.

    Turkey

    Turkey occupies a unique geographic position, lying partly in Asia and partly in Europe. Interestingly, Turkey is the youngest nation in Europe, with an average age of 32.2, whilst 39% of the population is aged 24 or below.1 Turkish is the main language.

    Key events: Spring Deals, Prime Day, Back to School, Smiling Friday, Last Deals of the Year

    Local nuance: Black Friday is known as Smiling Friday

    Jan – Mar
    • 1–14 February – Valentine's Day: A celebration of love and appreciation. Typically, gifts such as candy, flowers and other presents are exchanged between loved ones.
    • 21 March – 1 May – Ramadan: A time for spiritual reflection and growth, to help those in need, and to spend time with loved ones. It's also a time when Muslims around the world fast during daylight hours for the whole month of Ramadan.
    Apr – Jun
    • 1–13 April – Spring Deals: A seasonal sales event taking place during Spring, marking the start of the new season.
    • 16–23 April – Children’s Day: Known in Turkey as the National Sovereignty and Children’s Day. 23 April is a public holiday in Turkey, commemorating the foundation of the Grand National Assembly of Turkey. Turkey's founder, Atatürk, dedicated this day to all the children of the world.
    • 1–29 May – Mother’s Day: A celebration of mothers, as well as motherhood, maternal bonds and the influence of mothers in society. It is celebrated on different days in many parts of the world, most commonly in the months of March or May. Gift-giving is customary and shoppers typically start looking for a gift for their loved ones in the weeks leading up to the event.
    • June 1 - 20th - Father's Day: A special day to honour fathers and celebrate fatherhood and paternal bonds, as well as the influence of fathers in society. Gift-giving is customary and shoppers typically start looking for a gift for their loved ones in the weeks leading up to the event.
    Jul – Sep
    • 16 August – 8 September – Back to School: In the lead-up to students returning to school, shopping for school supplies and apparel peaks, as pupils prepare for a new school year.
    Oct – Dec
    • 25–28 November – Gülümseten Cuma (Smiling Friday): A four-day-long sales event that typically follows Thanksgiving in the United States (usually the fourth Friday in November). It can mark the start of the Christmas shopping season. Some countries refer to the name of the event differently, and extend it for longer than four days.
    • November – December – Last Deals of the Year: The end of the calendar year, marked in December, and the beginning of a new year, in January, come with many celebrations. Typically, this holiday period is made up of the following key events, which individually celebrate with shopping sales, gift giving and celebrations with family and friends: Christmas Eve (24 December), Christmas Day (25 December), Boxing Day (26 December), New Year’s Day (1 January).

    Sweden

    Sweden has the world's fifteenth-highest per capita income2. It is well known for its music export, long summer holiday and residents enjoying the great outdoors. While English is widely spoken, Swedish is the official language.

    Key events: Valentine’s Day, Christmas, Spring sale, Black Friday and Cyber Monday

    Jan – Mar
    • 26 January – 14 February – Valentine's Day: A celebration of love and appreciation. Typically, gifts such as candy, flowers and other presents are exchanged between loved ones.
    Apr – Jun
    • 1–13 April – Spring Sale: A seasonal sales event taking place during Spring, marking the start of the new season.
    • 1–29 May – Mother’s Day: A celebration of mothers, as well as motherhood, maternal bonds and the influence of mothers in society. It is celebrated on different days in many parts of the world, most commonly in the months of March or May. Gift-giving is customary and shoppers typically start looking for a gift for their loved ones in the weeks leading up to the event.
    Jul – Sep
    • 26 August – 14 September – September sale: A key sales period in Sweden that takes place during the month of September.
    Oct – Dec
    • 17 October – 13 November – Father’s Day: A special day to honour fathers and celebrate fatherhood and paternal bonds, as well as the influence of fathers in society. Gift-giving is customary and shoppers typically start looking for a gift for their loved ones in the weeks leading up to the event.
    • 25–28 November – Black Friday, Cyber Monday: A four-day-long sales event that typically follows Thanksgiving in the United States (usually the fourth Friday in November). It can mark the start of the Christmas shopping season. Some countries refer to the name of the event differently, and extend it for longer than four days.
    • November – December – Holiday Gift Store: The end of the calendar year, marked in December, and the beginning of a new year, in January, come with many celebrations. Typically, this holiday period is made up of the following key events, which individually celebrate with shopping sales, gift giving and celebrations with family and friends: Christmas Eve (24 December), Christmas Day (25 December), Boxing Day (26 December), New Year’s Day (1 January).

    Netherlands

    A small but mighty country, the Netherlands is the second-most densely populated country in the European Union. The country has consistently ranked highly in the World Happiness Report3, with a good quality of life reported. While English is widely spoken, Dutch is the official language.

    Key events: Sinterklaas, Holiday Money, Christmas, Valentine’s Day, Spring sales, Black Friday Week

    Local nuance: Black Friday is known as Black Friday Week

    Jan – Mar
    • 1–14 February – Valentine's Day: A celebration of love and appreciation. Typically, gifts such as candy, flowers and other presents are exchanged between loved ones.
    Apr – Jun
    • 1–13 April – Spring Sale: A seasonal sales event taking place during Spring, marking the start of the new season.
    • 22 April – 8 May – Mother’s Day: A celebration of mothers, as well as motherhood, maternal bonds and the influence of mothers in society. It is celebrated on different days in many parts of the world, most commonly in the months of March or May. Gift-giving is customary and shoppers typically start looking for a gift for their loved ones in the weeks leading up to the event.
    • 24–30 May – Holiday Money: Marks the payment employees in the Netherlands receive from their employers at the end of the fiscal year. It is sometimes called “the 13th wage”, as it can be almost equivalent to an extra month's salary.
    • 1–20 June – Father's Day: A special day to honour fathers and celebrate fatherhood and paternal bonds, as well as the influence of fathers in society. Gift-giving is customary and shoppers typically start looking for a gift for their loved ones in the weeks leading up to the event.
    Jul – Sep
    • August – End of Summer Sale: A seasonal sales event taking place at the end of Summer, helping retailers sell the season's remaining stock and providing shoppers with deals.
    • August – Back to School: In the lead-up to students returning to school, shopping for school supplies and apparel peaks, as pupils prepare for a new school year.
    Oct – Dec
    • 1 October – 5 December – Sinterklaas: A Dutch holiday, and primarily a children’s event, where “Sinterklaas” brings gifts to children on “package night” (5 December). Celebrations include gift-giving and buying Sinterklaas-specific candy.
    • 25–28 November – Black Friday Week: A four-day-long sales event that typically follows Thanksgiving in the United States (usually the fourth Friday in November). It can mark the start of the Christmas shopping season. Some countries refer to the name of the event differently, and extend it for longer than four days.
    • November – December – Holiday Gifting: The end of the calendar year, marked in December, and the beginning of a new year, in January, come with many celebrations. Typically, this holiday period is made up of the following key events, which individually celebrate with shopping sales, gift giving and celebrations with family and friends: Christmas Eve (24 December), Christmas Day (25 December), Boxing Day (26 December), New Year’s Day (1 January).

    United Arab Emirates (UAE)

    An international hub, the UAE is one of the Middle East's most important economic centres. Its population of nearly 10 million consists of Arab, South Asian, East Asian and Western expatriates. As such, various holidays and peaks are relevant and celebrated locally. English and Arabic are the main languages spoken.

    Key events: Ramadan, Eid Al Fitr, 11.11, White Friday

    Local nuance: Black Friday is known as White Friday

    Apr – Jun
    • 21 March – 1 May Ramadan: A time for spiritual reflection and growth, to help those in need, and to spend time with loved ones. It's also a time when Muslims around the world fast during daylight hours for the whole month of Ramadan.
    • 2–5 May – Eid Al Fitr: A religious holiday celebrated by Muslims worldwide, marking the end of the month-long dawn-to-sunset fasting of Ramadan. Celebrations include charitable givings, gift giving, gatherings with family and friends, and festive meals.
    Jul – Sep
    • August – Back to School: In the lead-up to students returning to school, shopping for school supplies and apparel peaks, as pupils prepare for a new school year.
    Oct – Dec
    • 10–12 November – 11.11: Also known as “Singles' Day”, is an unofficial holiday and shopping day that celebrates people who are not in relationships.
    • 25–28 November – White Friday: A four-day-long sales event that typically follows Thanksgiving in the United States (usually the fourth Friday in November). It can mark the start of the Christmas shopping season. Some countries refer to the name of the event differently, and extend it for longer than four days.
    • November – December – Holiday Gift Guide: The end of the calendar year, marked in December, and the beginning of a new year, in January, come with many celebrations. Typically, this holiday period is made up of the following key events, which individually celebrate with shopping sales, gift giving and celebrations with family and friends: Christmas Eve (24 December), Christmas Day (25 December), Boxing Day (26 December), New Year’s Day (1 January).

    Saudi Arabia

    The Saudi economy is the largest in the Middle East and eighteenth-largest in the world.4 Saudi Arabia represents a hub for many foreign workers, though its population makeup consists of Arab and Asian expats. Arabic and English are the main languages.

    Key events: Ramadan, Eid Al Fitr, 11.11, White Friday

    Local nuance: Black Friday is known as White Friday

    Apr – Jun
    • 21 March – 1 May Ramadan: A time for spiritual reflection and growth, to help those in need, and to spend time with loved ones. It's also a time when Muslims around the world fast during daylight hours for the whole month of Ramadan.
    • 2–5 May – Eid Al Fitr: A religious holiday celebrated by Muslims worldwide, marking the end of the month-long dawn-to-sunset fasting of Ramadan. Celebrations include charitable givings, gift giving, gatherings with family and friends, and festive meals.
    Jul – Sep
    • August – Back to School: In the lead-up to students returning to school, shopping for school supplies and apparel peaks, as pupils prepare for a new school year.
    Oct – Dec
    • 10–12 November – 11.11: Also known as “Singles' Day”, is an unofficial holiday and shopping day that celebrates people who are not in relationships.
    • 25–28 November – White Friday: A four-day-long sales event that typically follows Thanksgiving in the United States (usually the fourth Friday in November). It can mark the start of the Christmas shopping season. Some countries refer to the name of the event differently, and extend it for longer than four days.

    Brazil

    Brazil has the highest number of online consumer sales in Latin America5. Interestingly, a third (34%) of Brazil’s large population is made up of a relatively younger generation (36 to 50 years of age), providing opportunity for online businesses. The main language that’s spoken is Brazilian Portuguese.

    Key events: Consumer Week, Mother’s Day, Children’s Day, Black Friday, Christmas

    Jan – Mar
    • 7–15 March – Consumer Week: A sales event in Brazil to commemorate the World Consumer Rights Day. Retailers offer sales and discounts during the second week of March.
    Apr – Jun
    • 18 April – 8 May – Mother’s Day: A celebration of mothers, as well as motherhood, maternal bonds and the influence of mothers in society. It is celebrated on different days in many parts of the world, most commonly in the months of March or May. Gift-giving is customary and shoppers typically start looking for a gift for their loved ones in the weeks leading up to the event.
    • 23 May – 12 June – Valentine's Day: A celebration of love and appreciation. Typically, gifts such as candy, flowers and other presents are exchanged between loved ones.
    Jul – Sep
    • 25 July – 14 August – Father’s Day: A special day to honour fathers and celebrate fatherhood and paternal bonds, as well as the influence of fathers in society. Gift-giving is customary and shoppers typically start looking for a gift for their loved ones in the weeks leading up to the event.
    Oct – Dec
    • 25–28 November – Black Friday, Cyber Monday: A four-day-long sales event that typically follows Thanksgiving in the United States (usually the fourth Friday in November). It can mark the start of the Christmas shopping season. Some countries refer to the name of the event differently, and extend it for longer than four days.
    • November – December – Christmas Gift Guide: The end of the calendar year, marked in December, and the beginning of a new year, in January, come with many celebrations. Typically, this holiday period is made up of the following key events, which individually celebrate with shopping sales, gift giving and celebrations with family and friends: Christmas Eve (24 December), Christmas Day (25 December), Boxing Day (26 December), New Year’s Day (1 January).
    • December – December Back to School: In the lead-up to students returning to school, shopping for school supplies and apparel peaks, as pupils prepare for a new school year.

    Poland

    Of the 38 million people living in Poland, 77% are internet users, with 80% of them shopping online.6 The most-purchased products in the Polish digital sales sector were clothing and accessories, books, CDs, films and multimedia.7 The main language is Polish.

    Key events: Back to School, Spring Deals, Summer Deals Festival, Last Minutes Deals, Black Week

    Local nuance: Black Friday is known as Black Week

    Apr – Jun
    • 1–13 April – Spring Deals: A seasonal sales event taking place during Spring, marking the start of the new season.
    • 26 May – Mother’s Day: A celebration of mothers, as well as motherhood, maternal bonds and the influence of mothers in society. It is celebrated on different days in many parts of the world, most commonly in the months of March or May. Gift-giving is customary and shoppers typically start looking for a gift for their loved ones in the weeks leading up to the event.
    • Early June – Summer Deals Festival: A seasonal sales event taking place at the end of Summer, helping retailers sell the season's remaining stock and providing shoppers with deals.
    • 26 May – 23 June – Father’s Day: A special day to honour fathers and celebrate fatherhood and paternal bonds, as well as the influence of fathers in society. Gift-giving is customary and shoppers typically start looking for a gift for their loved ones in the weeks leading up to the event.
    Jul – Sep
    • 23 August – 6 September – Back to School: In the lead-up to students returning to school, shopping for school supplies and apparel peaks, as pupils prepare for a new school year.
    Oct – Dec
    • 25–28 November – Black Week: A four-day-long sales event that typically follows Thanksgiving in the United States (usually the fourth Friday in November). It can mark the start of the Christmas shopping season. Some countries refer to the name of the event differently, and extend it for longer than four days.
    • November – December – Last Minute Deals: The end of the calendar year, marked in December, and the beginning of a new year, in January, come with many celebrations. Typically, this holiday period is made up of the following key events, which individually celebrate with shopping sales, gift giving and celebrations with family and friends: Christmas Eve (24 December), Christmas Day (25 December), Boxing Day (26 December), New Year’s Day (1 January).

    Mexico

    Mexican online sales industry is growing quickly, aided by a young population spending hours each day on their smartphones. The country’s population is 128.8 million, making it the tenth-most populated country in the world.9 The main language that is spoken is Spanish.

    Key events: Hot Sale, Buen Fin, End of Year Holidays, Black Friday and Cyber Monday

    Jan – Mar
    • 1–14 February – Valentine’s Day: A celebration of love and appreciation. Typically, gifts such as candy, flowers and other presents are exchanged between loved ones.
    Apr – Jun
    • 16–30 April – Children’s Day: Commemorates the Declaration of the Rights of the Child by the UN General Assembly. It raises awareness of children´s rights and the need to protect the development of children.
    • 19 April – 10 May – Mother’s Day: A celebration of mothers, as well as motherhood, maternal bonds and the influence of mothers in society. It is celebrated on different days in many parts of the world, most commonly in the months of March or May. Gift-giving is customary and shoppers typically start looking for a gift for their loved ones in the weeks leading up to the event.
    • Last week of May – Hot Sale: The biggest online sales event in Mexico. During Hot Sale, retailers and businesses offer discounts, deals and promotions. With no fixed dates, the event usually takes place on the last week of May, and typically lasts five days.
    • June 1 - 20th - Father's Day: A special day to honour fathers and celebrate fatherhood and paternal bonds, as well as the influence of fathers in society. Gift-giving is customary and shoppers typically start looking for a gift for their loved ones in the weeks leading up to the event.
    Jul – Sep
    • August - Summer Back to School: In the lead-up to students returning to school, shopping for school supplies and apparel peaks, as pupils prepare for a new school year.
    Oct – Dec
    • 1 October – 2 November Halloween/Día de Muertos: A celebration observed on 31 October, the eve of the Western Christian feast of All Hallows’ Day. Traditionally, people dress up, go trick-or-treating and host costume parties. Day of the Dead (Dia de Muertos) is a two day holiday in Mexico (1–2 November) in which families remembered those that have passed.
    • 19–20 November – El Buen Fin: A nationwide offline and online shopping event in Mexico, where businesses offer discounts and promotions across all categories. It occurs the weekend before Mexican Revolution Day, which is observed on the third Monday in November. Unofficially, it is considered the Mexican version of Black Friday.
    • 25–28 November – Black Friday, Cyber Monday: A four-day-long sales event that typically follows Thanksgiving in the United States (usually the fourth Friday in November). It can mark the start of the Christmas shopping season. Some countries refer to the name of the event differently, and extend it for longer than four days.
    • November – December – Holiday Season: The end of the calendar year, marked in December, and the beginning of a new year, in January, come with many celebrations. Typically, this holiday period is made up of the following key events, which individually celebrate with shopping sales, gift giving and celebrations with family and friends: Christmas Eve (24 December), Christmas Day (25 December), Boxing Day (26 December), New Year’s Day (1 January).

    Australia

    Australia is an educated and predominantly wealthy population with great cultural diversity. This cultural diversity influences its consumers’ shopping habits and advertising expectations, with 62% of Australian consumers wanting to purchase from brands with diverse advertisements.10 Australia is also a digitally advanced country, on par with countries such as the UK and US. English is the main spoken language.

    Key events: Christmas and Boxing Day, Mid-Year sales, Black Friday

    Apr – Jun
    • 25 April – 8 May – Mother’s Day: A celebration of mothers, as well as motherhood, maternal bonds and the influence of mothers in society. It is celebrated on different days in many parts of the world, most commonly in the months of March or May. Gift-giving is customary and shoppers typically start looking for a gift for their loved ones in the weeks leading up to the event.
    • June – Mid-Year sale: The end of the Australian financial year kicks off a shopping event where stores offer discounts to shoppers, helping them get ready for the new season.
    Jul – Sep
    • Early September – Big Smile Sale: A newly launched Amazon shopping event that will takes place twice in 2022 (first in April, second in September).
    • 22 August – 4 September – Father’s Day: A special day to honour fathers and celebrate fatherhood and paternal bonds, as well as the influence of fathers in society. Gift-giving is customary and shoppers typically start looking for a gift for their loved ones in the weeks leading up to the event.
    Oct – Dec
    • 25–28 November – Black Friday, Cyber Monday: A four-day-long sales event that typically follows Thanksgiving in the United States (usually the fourth Friday in November). It can mark the start of the Christmas shopping season. Some countries refer to the name of the event differently, and extend it for longer than four days.
    • November – December – Christmas: The end of the calendar year, marked in December, and the beginning of a new year, in January, come with many celebrations. Typically, this holiday period is made up of the following key events, which individually celebrate with shopping sales, gift giving and celebrations with family and friends: Christmas Eve (24 December), Christmas Day (25 December), Boxing Day (26 December), New Year’s Day (1 January).