Guide
A guide to advertising for international events
Guide
Retail holidays and events are a great opportunity to engage shoppers and help drive product sales.
We’ll help you plan your global ad strategy with a calendar where you can search for key sales opportunities by country, or by event. Try using seasonality to help grow your business, no matter where in the world you are.
This is the start of an annual 15-day festival to mark the end of winter and the beginning of the spring season. For many Asian countries, the Lunar New Year is the most important holiday of the year. It is celebrated by spending time with family, decorating the house, preparing festive meals, and exchanging gifts.
Relevant countries: Singapore
Date: February 10
A celebration of love and appreciation. Typically, gifts such as candy, flowers, and other presents are exchanged between loved ones.
Relevant countries: Worldwide, Brazil
Date(s): Worldwide - February 14
Brazil - June 12
Easter is often celebrated with colorful Easter eggs, chocolate, sweets, and gifts.
Relevant countries: Worldwide
Date: March 31
Ramadan is 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.
Relevant countries: Saudi Arabia, United Arab Emirates, Egypt, Türkiye, India
Date(s): March 10 – April 9
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.
Relevant countries: Saudi Arabia, United Arab Emirates, Egypt, Turkey, India
Date(s): April 9 – 10
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 countries and date(s)
Children’s Day is celebrated annually in honor of children and raises awareness about the education and welfare of children.
Relevant countries and date(s)
Father's Day is a special day to honor 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 gifts for their loved ones in the weeks leading up to the event.
Relevant countries and date(s)
In the lead-up to students returning to school, shopping for school supplies and apparel peaks.
Relevant countries and date(s)
11.11 (representing the event taking place on the 11th of November), also known as “Singles' Day,” is an unofficial holiday and shopping day that celebrates people who are not in romantic relationships.
Relevant countries and date(s): Singapore, United Arab Emirates, Saudi Arabia, Egypt
Date(s): November 11
Diwali is a religious festival celebrated by people of different faiths from the Indian subcontinent, including Hindus, Jains, and Sikhs. It is traditionally celebrated by decorating houses, lighting oil lamps, wearing new clothes, preparing large festive meals, and exchanging gifts.
Relevant countries: India
Date: November 1
A celebration observed on October 31, 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 (Día de Muertos) is a two-day holiday in Mexico (November 1-2), in which families remember those who have passed.
Relevant countries and date(s)
Families and friends celebrate what they are thankful for, usually with a large gathering and meal.
Relevant countries and date(s)
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 in the United Arab Emirates, Saudi Arabia and Egypt, and Smiling Friday in Turkey.
Relevant countries: Worldwide
Black Friday: November 29
Cyber Monday: December 2
Boxing Day is a holiday celebrated the day after Christmas Day (26 Dec). Though it originated as a holiday to give gifts to the poor, today Boxing Day is primarily known as a shopping holiday.
Relevant countries: United Kingdom, Australia
Date: December 26
The end of the calendar year (in late 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: Hanukkah (December 7-15), Christmas Eve (December 24), Christmas Day (December 25), Boxing Day (December 26), New Year's Day (January 1). These events are marked by shopping sales, gift giving, and celebrations with family and friends.
Relevant countries: Worldwide
Date(s): December – January
Plan and execute advertising campaigns throughout the year so that you can make the most of increased traffic and interest in Amazon stores during seasonal events and shopping trends
Starting as early as possible:
There are important considerations when it comes to local advertising, including the following:
- Create a strong product title
- Have at least four high-quality product images
- Ensure your product detail page contains keywords that highlight the unique selling points of your product
Sign in to the advertising console or register to Amazon Ads to get started.
Sources:
1 Amazon internal data, US, 2022
2 Kantar, ‘Top 10 drivers of advertising profitability’ June 2021
3 Amazon Internal Data – US – Jan 2022 to Dec 2022
Spend index = Avg spend of Persona consumers who purchased / avg spend of US Amazon consumers who purchased
Stream numbers represent time spent relative to average Amazon customer