The 2027 Australian ecommerce calendar, for ad planning
Every major Australian retail moment in 2027, with an ad angle for each and a note on when to brief it. We checked every date against official sources and left out anything that hadn't been announced.
Key dates for 2027
| Date | Moment | Ad angle |
|---|---|---|
| Fri 1 January | New Year's Day (public holiday) | New year, new routine: products that help people start fresh. |
| Tue 26 January | Australia Day (public holiday) | Summer at home: the backyard, the beach, the long weekend. |
| Sat 6 February | Lunar New Year | Gifting and family gatherings, for brands with customers who celebrate. |
| Sun 14 February | Valentine's Day | Gifts for partners, and an anti-Valentine's angle for singles. |
| Fri 26 March | Good Friday (public holiday) | Easter long weekend: travel, hosting and time off. |
| Mon 29 March | Easter Monday (public holiday) | End-of-weekend offers and last-chance cuts. |
| Sun 25 April | Anzac Day | A day of remembrance. Most brands pause promotional ads. |
| Sun 9 May | Mother's Day | Gifts from kids and partners, with a clear delivery date. |
| Mon 14 June | King's Birthday (most states) | Long weekend offers. Queensland and WA observe it later. |
| Wed 30 June | End of financial year | EOFY sales and tax-time purchases for business buyers. |
| Sun 5 September | Father's Day | Gifts for dads, built around what he actually does. |
| Fri 26 November | Black Friday | Offer-first ads with a clear end date. |
| Mon 29 November | Cyber Monday | Date-swapped winners from Black Friday, plus last-chance cuts. |
| Sat 25 December | Christmas Day (public holiday) | Delivery-deadline ads before; teasers for Boxing Day on the day. |
| Sun 26 December | Boxing Day (public holiday) | Treat-yourself, gift-card and clearance angles. |
Checked 3 November 2026. Public holidays are from the Fair Work Ombudsman's 2027 list. Queensland observes the King's Birthday on Mon 4 October and Western Australia on Mon 27 September. In 2027 Anzac Day falls on a Sunday, and some states add a Monday holiday; Christmas Day and Boxing Day fall on a weekend, with extra public holidays on Mon 27 and Tue 28 December in most states. The end of the financial year is from the ATO. Mother's Day (second Sunday in May) and Father's Day (first Sunday in September) are observances, not public holidays. Black Friday is the day after US Thanksgiving. Lunar New Year is from Royal Museums Greenwich. Click Frenzy and other retailer-run sales had not announced 2027 dates when we checked, so they are not in the table.
Lead times: when to brief each moment
Ads take longer to get right than most calendars allow for. A simple rule is to work backwards from each date in three stages.
- Brief: decide the offer and the angles. Allow time for approvals, especially for sales with set prices.
- Test: launch a few versions at small budgets to find the hook that works before the busy days, when ad costs often rise.
- Scale: put most of the budget behind the winners for the moment itself, with a last-chance version ready.
Ads take minutes to make in the app, so the brief can be fairly close to the date. Testing still needs its own time on top.
The big moments for Australian ecommerce
EOFY (30 June)
End of financial year sales run through June. Business buyers look for things they can claim before the year closes, and consumers expect discounts. Lead with the offer and the end date.
Click Frenzy
Click Frenzy runs several sale events a year. Its 2027 dates hadn't been announced when we checked, so watch the organiser's site and add them once they're published.
Black Friday and Cyber Monday (26 and 29 November)
The busiest stretch for online sales. Our Black Friday video ads guide has angles and a 30-day checklist.
Christmas and Boxing Day
Christmas ads should speak to gift buyers and lean on your delivery cut-off. Boxing Day flips to people shopping for themselves. See our Christmas and Boxing Day idea guides.
Dates that need extra care
Anzac Day is a day of remembrance. Many brands pause promotional ads or keep them respectful, and sales-led messaging tied to the day can draw a strong backlash. Australia Day also means different things to different people, so think about whether a celebratory angle suits your customers.
State holidays vary. Labour Day, the King's Birthday and some regional holidays fall on different days by state. If you sell mostly in one state, check that state's list on the Fair Work Ombudsman's site.
Questions, answered.
When is EOFY in 2027?
The Australian financial year ends on Wednesday 30 June 2027.
When is Black Friday 2027 in Australia?
Friday 26 November 2027. Australian retailers follow the US date, the day after Thanksgiving.
When is Click Frenzy 2027?
Its 2027 dates hadn't been announced when we checked on 3 November 2026. We'll add them once the organiser publishes them.
When are Christmas and Boxing Day public holidays in 2027?
Christmas Day is Saturday 25 December and Boxing Day is Sunday 26 December. Most states add public holidays on Monday 27 and Tuesday 28 December.