A holiday plan for the entire year

Make it memorable with Amazon Ads

Here’s how your brand can play a meaningful role in 2023 holidays across the globe, at family dinners, gift exchanges, and festive parties.

Don't wait—it’s time to get on shoppers’ wish lists

Your calendar of the retail holidays you should know

Start planning your campaigns with these key dates for the biggest shopping moments of the year.

The best seasonal advertising comes from the heart


When is the holiday season?

October is the unofficial start of the holiday season. Across the globe, celebrations for holidays including Diwali start as early as October, and holidays including Lunar New Year last through February.

What is holiday marketing?

Holiday marketing consists of ads and campaigns that reach holiday shoppers before, during, and after major holidays or big events.

Why should I begin my holiday marketing campaign early?

According to a 2021 Amazon Ads and Kantar survey, 39% of US consumers and 42% of UK consumers will start holiday shopping as early as October.1 And remember, even though it’s good to start raising awareness early, shopping also continues right through the holiday season.

What are the most important holidays for marketing and advertising?

The most important holidays for marketing and advertising depend on your location and audience. Important holidays include Diwali, Halloween, Thanksgiving, Black Friday, Cyber Monday, El Buen Fin, White Friday, Hanukkah, Christmas, Boxing Day, New Year’s Day, Easter, Golden Week, and Mother’s Day.

Should you run ads during the holidays?

The holidays provide a huge opportunity for advertisers. For example, in 2022 customers purchased a record number of products from the Amazon store over the five days from Thanksgiving through Cyber Monday, when compared to previous Thanksgiving holiday weekends.2

1 Kantar Quickfire survey, US, 2021
2 Amazon.com, Inc., worldwide, 2022