The Australian marketing calendar: the next 12 months
The dates that move Australian customers, with days to go and what to do now. Checked against Australia Post's retail calendar and state education departments, and re-checked each quarter.
By the Desk editorLast checked 3 October 20264 min read
The short answer
The next big run of dates is November: Melbourne Cup (3 Nov, VIC), Click Frenzy (from 12 Nov), Black Friday (27 Nov) and Cyber Monday (30 Nov), then Christmas and Boxing Day. Back to school runs from 27 January (QLD, SA, NT) to 4 February (TAS) in 2027.
This month in Australia
The next dates that matter to a small business, with days to go. The full 12 months
- 31 daysMelbourne Cup DayTue 3 NovVICBook hospitality promos and staffing now; Victoria has a public holiday.
- 39 daysSingles DayWed 11 NovAllOnline retailers: a short 11.11 offer, mostly to under-35s.
- 40 daysClick Frenzy: The Main EventThu 12 NovAllListing deadlines close before the event; decide your one hero deal.
- 55 daysBlack FridayFri 27 NovAllBuild the email and SMS list now; send the teaser a week out.
- 56 daysSmall Business SaturdaySat 28 NovAllLocal shops: a shopfront offer and a post the day before.
- 58 daysCyber MondayMon 30 NovAllLast-chance email to people who opened your Black Friday send.
Month by month
November 2026
| Date | What | Where | What to do now |
|---|---|---|---|
| Tue 3 Nov | Melbourne Cup Day | VIC | Book hospitality promos and staffing now; Victoria has a public holiday. |
| Wed 11 Nov | Singles Day | All | Online retailers: a short 11.11 offer, mostly to under-35s. |
| Thu 12 Nov | Click Frenzy: The Main Event | All | Listing deadlines close before the event; decide your one hero deal. |
| Fri 27 Nov | Black Friday | All | Build the email and SMS list now; send the teaser a week out. |
| Sat 28 Nov | Small Business Saturday | All | Local shops: a shopfront offer and a post the day before. |
| Mon 30 Nov | Cyber Monday | All | Last-chance email to people who opened your Black Friday send. |
December 2026
| Date | What | Where | What to do now |
|---|---|---|---|
| Thu 24 Dec | Christmas Eve | All | Gift cards and late pick-up times for last-minute shoppers. |
| Sat 26 Dec | Boxing Day sales | All | Schedule the email and posts before you close for Christmas. |
January 2027
| Date | What | Where | What to do now |
|---|---|---|---|
| Tue 26 Jan | Australia Day | All | Public holiday: post your trading hours a week ahead. |
| Wed 27 Jan | Back to school: QLD, SA and NT | QLD SA NT | Uniforms, shoes, lunchboxes and haircuts: promote from early January. |
| Thu 28 Jan | Back to school: VIC | VIC | Victorian students return on Thursday 28 January. |
February 2027
| Date | What | Where | What to do now |
|---|---|---|---|
| Mon 1 Feb | Back to school: WA | WA | Western Australian students return on Monday 1 February. |
| Tue 2 Feb | Back to school: ACT | ACT | Returning ACT students start on Tuesday 2 February. |
| Wed 3 Feb | Back to school: NSW | NSW | NSW Eastern division students return on Wednesday 3 February. |
| Thu 4 Feb | Back to school: TAS | TAS | Tasmanian students return on Thursday 4 February. |
| Sun 14 Feb | Valentine's Day | All | Florists, restaurants and gifts: take bookings from late January. |
March 2027
| Date | What | Where | What to do now |
|---|---|---|---|
| Fri 26 Mar | Good Friday | All | Easter long weekend, 26 to 29 March: hours, closures and hot cross buns. |
May 2027
| Date | What | Where | What to do now |
|---|---|---|---|
| Sun 9 May | Mother's Day | All | Second Sunday in May: gift guides and bookings from mid-April. |
June 2027
| Date | What | Where | What to do now |
|---|---|---|---|
| Wed 30 Jun | End of financial year | All | EOFY sales run through June; the ATO year ends 30 June. |
September 2027
| Date | What | Where | What to do now |
|---|---|---|---|
| Sun 5 Sep | Father's Day | All | First Sunday in September: tools, gadgets, breakfasts. |
Christmas posting dates
Australia Post publishes its 2026 Christmas cut-off dates in October. In 2025 the last Parcel Post date for interstate metro parcels was Friday 19 December from most states, and the Express Post cut-off was 23 December. Plan Christmas email offers so orders ship a week before the cut-off for the state you post from.
How to use the calendar
Pick three to five dates that suit your customers, not all of them. Work back from each: the offer three weeks out, the first email or post two weeks out, the reminder two days before. A Black Friday sale announced on the day reaches far fewer people than one teased a week earlier.
What is the 5:3:2 rule?
A content mix for social media: of every ten posts, five shared from others that your audience would value, three of your own useful content, and two personal or behind-the-scenes. It is a rule of thumb for planning a content calendar, not a platform rule.
Common questions
When is Black Friday 2026 in Australia?
Friday 27 November 2026, with Cyber Monday on 30 November.
When is Click Frenzy 2026?
Click Frenzy's Main Event starts on 12 November 2026, according to Australia Post's retail calendar.
When do schools go back in 2027?
Queensland, South Australia and the Northern Territory on 27 January; Victoria 28 January; Western Australia 1 February; the ACT 2 February; NSW 3 February; Tasmania 4 February.
Sources
- Australia Post, eCommerce Sale Event Calendar, July to December 2026
- Australia Post, Christmas cut-off dates (2026 dates published in October)
- NSW Department of Education, 2027 term dates
- South Australia Department for Education, Term dates for state schools
- Queensland Department of Education, School holidays and term dates
- Northern Territory Government, School term dates
- School Holidays Australia, Term dates 2027 (Victoria, Western Australia, ACT and Tasmania start dates)
- Australian Government, Public holidays