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2024 holiday calendar: key dates for your marketing campaigns

Key holidays have a significant impact on consumer sentiment and behavior. People around the world buy seasonal decorations and homeware, prepare party apparel, serve traditional holiday food, and order thoughtful gifts (if a particular holiday involves gift-giving). It’s your chance to leverage holiday-related trends to tap into this market. Create compelling promotional offers and bundles, take item pictures with seasonal attributes, and highlight certain products as ultimate holiday gifts. This article contains the key dates you should bear in mind and include in your long-term promotion strategy.

January 1 — New Year’s Day

As the calendar resets on January 1, many sellers take time away after the hectic peak season. However, there is an opportunity for you to keep selling and kick off the year with a strong start. The 1st of January is an official day off in most countries, and buyers often browse eBay, looking for post-Christmas deals and thinking how to spend money they’ve got as Christmas gifts. It’s also the traditional time for making New Year's resolutions and ordering what one needs to keep them.

Popular products:

  • Party supplies, decorations, and tableware
  • Clothes and accessories
  • Electronics and gadgets
  • Fitness and wellness products
  • Calendars and planners
  • Home organization items
  • Beauty products

February 10 — Chinese New Year (Year of the Dragon)

The Chinese New Year is an important holiday for many Asian cultures, and it’s also celebrated in major US cities. Traditionally, it’s a 15-day festival that starts at the new moon on the first day of the first lunar month. Those who observe the Chinese New Year adorn houses and streets with vibrant red-and-gold lanterns and other decorations that symbolize good fortune, joy, and prosperity. To appeal to those buyers, add relevant keywords to your listing titles and create promo offers with visuals that resonate with Chinese traditions. The most well-known gifts are red envelopes with money — which means that lots of people will look for a way to spend that money after the festivities.

Please note: certain items, such as clocks, are considered “unlucky” and are never given as gifts for this holiday. Black and white colors should also be avoided.

Popular products:

  • Lanterns and other traditional decorations
  • Red-colored clothing and other items
  • Dragon-themed products and gifts
  • Festive food
  • Firecrackers
  • Tea and tea sets
  • Home supplies
  • Personalized gift boxes

February 14 — Valentine’s Day:

St. Valentine's Day is known worldwide as the holiday of romantic love. On this day, partners and spouses express affection with the help of Valentine’s cards and gifts: chocolates, jewelry, stuffed toys, or other items associated with love and commitment. In the weeks leading up to Valentine’s Day, eBay sellers highlight their items as perfect gifts “for Her” or “for Him”, to get more visibility in search results. Themed promo offers and coded coupons can also attract buyers and motivate them to make a purchase. If you want to run a Promoted Listings campaign aimed at Valentine’s Day shoppers, select the most romantic-looking items and bid on themed keywords.

Popular products:

  • Heart-shaped items
  • Chocolate and sweets
  • Jewelry
  • Teddy bears
  • Personalized gifts
  • Valentine cards
  • Couple apparel and accessories
  • Perfumes
  • Lingerie

March 17 — St. Patrick’s Day

St. Patrick's Day started as a religious holiday honoring the patron saint of Ireland. However, later on it has become a celebration of Irish culture, and now it’s widely observed in the US, Canada, Europe, Argentina, Brazil, Australia, and even in Japan. Traditional attributes of the holiday include festive parades, green attire, mischievous leprechauns, Irish music, and omnipresent shamrock leaves that are supposed to bring luck. If you want to create themed promotions for this holiday, choose party supplies, green-colored items, products with the shamrock pattern or celtic designs. They will reflect the festive spirit of St. Patrick’s Day and attract buyers who appreciate Irish culture.

Popular products:

  • Themed home decor and tableware
  • Green apparel and accessories
  • Shamrock-bearing products
  • Jewelry and accessories of celtic design
  • “Kiss me I’m Irish” items
  • Party supplies
  • Specialty sweets
  • Irish whiskey

Please note: alcoholic beverages can only be listed by eBay approved sellers.

March 31 — Easter

Easter is a major Christian holiday, which marks the resurrection of Jesus Christ, but it’s also celebrated by many non-religious people. They consider it the spring holiday of joy and renewal, an opportunity to decorate their house and organize fun activities for children. The traditional attributes of this holiday are eggs and the Easter Bunny — ancient symbols of rebirth and fertility. A lot of people all over the world decorate their houses with garlands, wreaths and other ornaments that feature egg baskets, bunnies, and flowers. Pastel-colored clothes are the first-choice attire for attending Easter gatherings. Women often wear floral pattern dresses and Easter bonnets decorated with flowers. In the weeks leading up to this holiday, embrace the spirit of renewal and create special offers that will reflect it!

Popular products:

  • Easter-themed decor and homeware
  • Anything that features chicks, eggs, bunnies, or flowers
  • Spring clothes featuring pastel colors or floral patterns
  • Easter greeting cards
  • Chocolate eggs and other confectionery
  • Egg decorating kits

April 22 — Earth Day

Earth Day aims to raise awareness about global environmental issues. It’s neither a public holiday nor a grand festival, but eBay sellers can use this occasion to showcase their eco-friendly items: refurbished electronics, biodegradable and recyclable products, vintage collectibles, and such. Consider offering discounts on sustainable items in your inventory and motivate potential buyers to make environmentally conscious purchases. Don’t forget to use eco-friendly packaging and mention this in your listing titles! A lot of buyers opt for greener products even if they are slightly more expensive.

Popular products:

  • Reusable shopping bags and household products
  • Stainless steel water bottles and straws
  • Bamboo utensils
  • Sustainable fashion and accessories
  • Organic food products
  • Eco-conscious home decor

May 12 — Mother’s Day

Mother's Day is a globally celebrated holiday that honors the love and sacrifice of moms all over the world. The traditions of this day include giving personalized gifts and greeting cards to mothers, and a lot of buyers come to eBay looking for something special. If you have items that can become heartfelt gifts, increase their visibility by adding relevant keywords to titles and descriptions: “gift for mother”, “mother’s day gift”, and such. You can also create promo offers and coupons that resonate with the sentiment of the holiday. Another powerful tool is social media storytelling: share the testimonials and stories of your customers to create emotional appeal.

Popular products:

  • Custom jewelry
  • Personalized items
  • Engraved keepsakes
  • Beauty products
  • Scented candles
  • Gift baskets
  • Smart home devices
  • Kitchen appliances

June 18 — Father’s Day

Similar to Mother's Day, Father's Day is meant to honor dads (and other fatherly figures) for their love, guidance, and hard work. This holiday presents a great opportunity to promote a vast variety of items as “the perfect gift for dad”. Many gift shoppers browse eBay looking for prompts and ideas, so your promo offer or ad campaign could be just what they are looking for! Help potential buyers find your items by including searchable key phrases in listing titles and descriptions. 

Popular products:

  • Neckties, cufflinks, personalized accessories
  • Gadgets and tech-related products
  • Outdoor and sports gear
  • Hobby supplies
  • Auto accessories
  • Shaving kits and other self-care products
  • Toolkits
  • Apparel

July 4 — Independence Day (US)

Independence Day is a US holiday that commemorates the signing of the Declaration of Independence and the end of British rule. Though it’s celebrated primarily in the United States, eBay sellers from around the world can benefit from catering to the needs of American consumers. Independence Day traditions include magnificent parades, concerts, fairs, patriotic-themed clothing and accessories, family reunions and barbecues. Offer your buyers Volume pricing on family purchases.

Popular products:

  • American flags
  • Patriotic-themed party supplies and home decor
  • Barbecue grills 
  • Picnic sets and accessories
  • Camping gear
  • Clothes with the US flag print
  • Fireworks and related items

September 1 — Back to School

As summer comes to an end, the Back to School season begins. Though it’s not exactly a holiday in most countries, it’s still a major opportunity to showcase products relevant to students and educators. For families with children, this period is a big shopping time because every kid needs to get ready for the upcoming school year. Don’t miss your chance to tap into this audience by offering discounts, promotions, and special bundles. If you have a social media page, connect with potential buyers by posting useful tips and checklists with links to your items.

Popular products:

  • Stationery
  • School clothing and footwear
  • Educational gadgets (such as laptops and tablets)
  • Schoolbags
  • Sports clothes and footwear
  • Planners
  • Storage solutions 

October 31 — Halloween

Halloween is a widely celebrated holiday with a spooky and creative atmosphere. Adults and children alike enjoy adorning their homes with frightening decor, attending costume parties, and carving bright orange pumpkins into jack-o-lanterns. Another popular activity is trick-or-treating, when kids in spooky costumes go from door to door asking for candy and threatening to perform some mischief if they get none. In many countries, especially in the US, this holiday is celebrated so lavishly that it is second only to Christmas. To increase your sales of relevant products, optimize your listings with Halloween-related keywords and imagery.

Popular products:

  • Home and outdoor decor (pumpkins and anything macabre or supernatural)
  • Spooky props and animatronics
  • Halloween costumes and accessories
  • Spooky-themed candy
  • Black-and-orange products
  • Items with spooky imagery
  • Themed party supplies
  • Pumpkin carving kits

November 28 — Thanksgiving Day (US)

While Thanksgiving is primarily an American holiday, it is still a valuable sales opportunity for all sellers who list their items on the main eBay site. This day is all about getting together, having a family meal, and expressing gratitude for the blessings of the year. To create the right mood for your buyers, add turkeys, corn, pumpkins, and other traditional imagery to your marketing banners and listing photos. You can also encourage your social media audience to share stories and images of their Thanksgiving preparations.

Popular products:

  • Themed tableware and tablecloths
  • Roasting pans and other cookware
  • Autumn-themed home decor
  • Stuffed animals and other toys
  • Clothing and accessories

November 29 and December 1 — Black Friday and Cyber Monday

Black Friday is not a holiday, but rather a global shopping phenomenon: on this day, brick-and-mortar stores used to launch the biggest pre-Christmas sales and discounts. Cyber Monday was invented as an e-commerce analog of Black Friday: online sellers all over the world implemented this practice to generate buzz and attract a broader audience. Today, both dates are used by eBay sellers for special offers and promotions. Buyers usually take advantage of discounts and actively purchase warm clothes for the approaching winter, gadgets, Christmas decor, and all kinds of gifts.

eBay sellers start getting ready for Black Friday in advance: you need to stand out against the competition if you want to maximize your sales. Read the article Seasonal tips: practical tools for the peak sales season to learn how to plan promotion strategy, leverage social media, and optimize listings for holiday rush. 

Popular products: 

  • Gadgets and other consumer electronics
  • Warm clothes and slippers
  • Toys and games
  • Blankets and throws
  • String lights, Christmas trees, stockings, and decor
  • Kitchenware and small kitchen appliances
  • Beauty products

November 30 (US) and December 7 (UK) — Small Business Saturday

Small Business Saturday was invented to encourage pre-Christmas holiday shopping in small and local businesses. While Black Friday is all about big retailers, this date is meant to support small companies that create local jobs and pay local taxes. It reminds consumers that they can find value offers and thoughtful gifts right in their own communities. If you’re a small business owner, use relevant keywords and hashtags to draw buyers’ attention to your inventory. But please note that in the United States, this day falls on the last Saturday of November, but in the UK it’s the first Saturday of December. 

Popular products:

  • Locally produced items
  • Food products
  • Hobby supplies
  • Sporting goods
  • Flowers
  • Pet supplies
  • Clothes and accessories

December 24 — Christmas Eve:

Christmas Eve is the peak of the holiday season: last-minute shoppers order gifts for friends and family, value seekers browse eBay looking for the best deals. For many buyers, it’s time to buy something for themselves as a reward for hard work and stressful preparations during the pre-Christmas time. Catch their eye by offering last-minute deals and bundled packages, and don’t forget to add item photos against themed backgrounds. To learn more about trending categories and consumer sentiment, please read The Christmas season insights for eBay sellers.

Popular products:

  • Toys and games
  • Gadgets and headphones
  • Sporting goods
  • Homeware and cookware
  • Beauty products
  • Fashion and jewelry
  • String lights and Christmas decor
  • Books
  • Gifts for pets
  • Cameras
  • Video games

The key holidays and events throughout the year are your opportunities to seize trends and benefit from demand surges. Align your promotion strategy with these dates, optimize your listings accordingly, and create timely offers to attract buyers and maximize sales. If you list items on international eBay sites (ebay.de, ebay.co.uk, ebay.fr, etc.), please follow the national holiday calendars to be aware of additional opportunities. We wish you happy sales!

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