2027 small business marketing calendar: every date (US)
Every 2027 date in one list: Valentine's Day Feb 14, Black Friday Nov 26, Small Business Saturday Nov 27, with what to post and when to start.
By James Olawale · · 8 min read
The biggest 2027 marketing moments for a US local business are Valentine's Day (Sunday, February 14), Mother's Day (Sunday, May 9), Father's Day (Sunday, June 20), back to school (late July to early September), Halloween (Sunday, October 31), Thanksgiving (Thursday, November 25), Black Friday (November 26), Small Business Saturday (November 27) and the December gift season. Start promoting most of them 2 to 4 weeks ahead, and 6 to 8 weeks ahead for pre-orders and the November to December rush. Below is every month of 2027 with exact dates, what to post and email, and when to start.
2027 federal holidays
These are the official dates from the US Office of Personnel Management (OPM) federal holiday calendar. Three of them fall on a weekend in 2027, so the day off moves.
| Holiday | 2027 date | Note |
|---|---|---|
| New Year's Day | Friday, January 1 | |
| Martin Luther King Jr. Day | Monday, January 18 | |
| Washington's Birthday (Presidents' Day) | Monday, February 15 | The day after Valentine's Day |
| Memorial Day | Monday, May 31 | |
| Juneteenth | Saturday, June 19 | Observed Friday, June 18 |
| Independence Day | Sunday, July 4 | Observed Monday, July 5 |
| Labor Day | Monday, September 6 | |
| Columbus Day | Monday, October 11 | |
| Veterans Day | Thursday, November 11 | |
| Thanksgiving | Thursday, November 25 | |
| Christmas Day | Saturday, December 25 | Observed Friday, December 24 |
Observed dates matter for your hours posts. Banks, schools and government offices close on the observed day, so your weekday traffic shifts too.
Other key 2027 dates (not federal holidays)
| Moment | Rule | 2027 date |
|---|---|---|
| Valentine's Day | February 14 | Sunday, February 14 |
| The big football game | Scheduled by the NFL | Sunday, February 14 (same day as Valentine's) |
| St. Patrick's Day | March 17 | Wednesday, March 17 |
| Easter | Varies | Sunday, March 28 |
| Tax Day | April 15 | Thursday, April 15 |
| Mother's Day | Second Sunday in May | Sunday, May 9 |
| Father's Day | Third Sunday in June | Sunday, June 20 |
| Halloween | October 31 | Sunday, October 31 |
| Black Friday | Day after Thanksgiving | Friday, November 26 |
| Small Business Saturday | Saturday after Thanksgiving | Saturday, November 27 |
| Cyber Monday | Monday after Thanksgiving | Monday, November 29 |
| Hanukkah | Hebrew calendar | Begins at sundown Friday, December 24 (Hebcal) |
| New Year's Eve | December 31 | Friday, December 31 |
Two things stand out in 2027. Valentine's Day and the big game land on the same Sunday, and Easter is early (March 28), so spring promotions start sooner than usual.
Month-by-month 2027 marketing calendar
| Month | Key 2027 dates | What to post | What to email | Start by |
|---|---|---|---|---|
| January | New Year (Jan 1), MLK Day (Jan 18) | Gyms: beginner offers. Cafés: lighter menu. Salons: "new year, new look" booking slots | New year offer to past customers | Mid-December |
| February | Valentine's and the big game (Feb 14), Presidents' Day (Feb 15) | Valentine's menus, gift guides, game-day trays | Valentine's pre-order or booking email, then a last call | Mid-January |
| March | St. Patrick's (Mar 17), Easter (Mar 28), spring begins | Green specials, Easter brunch bookings, spring arrivals | Easter pre-orders and brunch reservations | Late February |
| April | Tax Day (Apr 15), Earth Day (Apr 22), prom season | Prom hair and nails, spring cleaning for home services | Spring service reminders | Late March |
| May | Teacher Appreciation Week (May 3 to 7), Mother's Day (May 9), graduation, Memorial Day (May 31) | Mother's Day brunch, gift cards, grad cuts, teacher treats | Mother's Day gift guide and booking reminder | Mid-April |
| June | Juneteenth (Jun 19), Father's Day (Jun 20), weddings, summer start | Father's Day grooming and grill specials, wedding parties | Father's Day email and summer hours | Late May |
| July | Independence Day (Jul 4, observed Jul 5) | Fourth of July pickup trays, summer classes, travel picks | Holiday hours and pickup deadline | Mid-June |
| August | Back to school (dates vary by district) | Kids' cuts, back-to-routine gym offers, school lunch deals | Back-to-school offer | Mid-July |
| September | Labor Day (Sep 6), fall begins, National Coffee Day (Sep 29) | Fall menu launch, fall color, AC tune-up to heating check | Fall launch email | Mid-August |
| October | Columbus Day (Oct 11), Halloween (Oct 31) | Costume nails, Halloween treats, holiday preview | Holiday pre-order early-bird | Late September |
| November | Veterans Day (Nov 11), Thanksgiving (Nov 25), Black Friday (Nov 26), Small Business Saturday (Nov 27), Cyber Monday (Nov 29) | Pie pre-orders, Small Business Saturday event, gift cards | Three emails: announcement, reminder, last call | Early October |
| December | Hanukkah begins (Dec 24), Christmas (Dec 25), New Year's Eve (Dec 31) | Gift guides, last pickup dates, party looks, NYE dinner | Last-day-to-order email, gift card email | Early November |
Put the ones that fit your business into your social media content calendar now. Most local businesses do best with 6 to 8 main moments a year, not all of them. Our holiday marketing ideas guide has more ideas per business type.
The big ones in detail
Valentine's Day: Sunday, February 14
A Sunday Valentine's gives you a full weekend: Friday the 12th, Saturday the 13th (Galentine's) and Sunday itself. It also clashes with the big game, so expect two crowds: couples wanting a quiet dinner and groups wanting wings and screens.
- Restaurants and cafés: sell a set menu across the whole weekend, not just one night. Take deposits.
- Bakeries: open cookie and cake pre-orders in mid-January, close orders on Wednesday the 10th.
- Salons: push date-night blowouts and nails for Friday and Saturday.
- Gyms: partner workouts on Saturday morning.
Start in mid-January. We cover this one fully in Valentine's Day marketing ideas for small businesses.
Mother's Day: Sunday, May 9
Brunch spots, florists, salons, spas and boutiques all compete for the same weekend. Open bookings and pre-orders around April 18, three weeks out. Post a gift guide sorted by price, a "gift card, no waiting" reminder for the last few days, and a last-call post on Friday, May 7. Gift cards rescue late shoppers; say clearly that they can be bought online up to Sunday morning if that's true.
Father's Day: Sunday, June 20
Smaller than Mother's Day, but easy wins for barbers (grooming packages), restaurants (grill or steak specials), gyms (bring-your-dad class) and shops (gift picks under $50). Start around June 1. It sits one day after Juneteenth, so a weekend event works well.
Back to school: late July to early September
There is no single date. Check your local district's first day and work backward three weeks. Barbers and salons run kids' cut weeks, cafés push quick breakfasts for parents, gyms target parents with "your mornings are yours again" offers, and home services push end-of-summer cleaning. Labor Day (September 6) is the last summer weekend for promotions.
Halloween: Sunday, October 31
A Sunday Halloween means most parties happen on Friday the 29th and Saturday the 30th. Bakeries and cafés should have themed treats on sale from mid-October. Salons can sell costume makeup and themed nails for that weekend. Halloween is also the right time to post your first holiday pre-order or gift card teaser.
Thanksgiving, Black Friday and Small Business Saturday: November 25 to 29
This is the most crowded week of the year. Plan it in early October.
- Thanksgiving (November 25): pie and catering pre-orders should close around Sunday, November 21, for pickup Wednesday the 24th.
- Black Friday (November 26): big stores dominate. A local shop does better with one simple offer, such as a gift-with-purchase, than a deep discount.
- Small Business Saturday (November 27): your day. Run an in-store event, free coffee or a tote for early shoppers, and post the morning of. Our Small Business Saturday 2027 guide has ideas and a ready two-week plan.
- Cyber Monday (November 29): if you sell gift cards online, send a gift card email.
Send three emails across the month: the announcement in early November, the reminder the week before, and the last call the day before. Our guide to email marketing for small business covers how to set those up.
December: Hanukkah, Christmas and New Year's Eve
Hanukkah begins at sundown on Friday, December 24, the same evening as Christmas Eve. Christmas is a Saturday, and the federal holiday is observed on Friday the 24th. That means your last real shopping and pickup day for most customers is Thursday, December 23. Post it clearly, twice. Then switch to New Year's Eve (a Friday) for restaurants and salons, and start teasing January offers for gyms right after Christmas.
How far ahead to start
| Type of push | Start promoting | Example in 2027 |
|---|---|---|
| Pre-orders (cakes, pies, catering, gift boxes) | 3 to 4 weeks before the order deadline | Thanksgiving pies from late October |
| Bookings (salons, restaurants, barbers) | 3 to 4 weeks before | Mother's Day brunch from mid-April |
| Gift season (November to December) | Early November | Gift guide from November 1 |
| Events (open house, class, tasting) | 2 to 3 weeks before | Small Business Saturday event from early November |
| Simple same-day offers | 2 to 3 days before | National Coffee Day (September 29) |
Make the posts a week or two before each promotion starts. A short behind-the-scenes clip often beats a flyer, so keep a list of Reels ideas for prep days, and if you run a gym, see our gym post ideas for January.
Keep the calendar running without the scramble
Scala plans and designs a week of Instagram and Facebook posts from your own photos, in your own look, so seasonal posts are ready before each date rather than the night before. Nothing posts until you approve it. Growth and Scale plans add X and reels cut from your own clips, and every plan can send email campaigns to your own customer list. Scala does not run ads or reply to messages. Plans start at $19 a month; see pricing.
Frequently asked questions
When is Mother's Day 2027?
Mother's Day 2027 is Sunday, May 9. It is always the second Sunday in May. Start promoting bookings and gift cards about three weeks before, around April 18.
When is Small Business Saturday 2027?
Small Business Saturday 2027 is Saturday, November 27, the day after Black Friday (November 26) and two days after Thanksgiving (November 25).
Which 2027 federal holidays fall on a weekend?
Juneteenth (Saturday, June 19, observed Friday, June 18), Independence Day (Sunday, July 4, observed Monday, July 5) and Christmas (Saturday, December 25, observed Friday, December 24), according to the OPM calendar.
Is Valentine's Day 2027 on the same day as the Super Bowl?
Yes. Valentine's Day 2027 is Sunday, February 14, and the big game is scheduled for the same day. Restaurants should plan for both couples and game-day groups, and spread Valentine's offers across the weekend.
How many holidays should a small business market?
Pick 6 to 8 main moments that your customers already spend around, plus a few light, fun posts. Promote each one with at least three posts: an announcement, a reminder and a last call.
