Marketing calendar 2027: key dates and email subject lines ready to copy

How many times have you realized it was Valentine’s Day on the afternoon of the 13th? It happens more often than you’d think.

And it almost always ends the same way: a rushed newsletter, a generic subject line and the feeling that you’re too late.

A marketing calendar prevents exactly that. It tells you which dates matter, when to start preparing each campaign and what message to send.

In this guide you’ll find the complete 2027 marketing calendar, month by month, with the dates for Spain and the main ones for Latin America.

Each month includes email subject lines and preheaders ready to copy, plus some consumer spending data so you know where the money is.

What is a marketing calendar and why prepare it now?

A marketing calendar is your business’s yearly plan of campaigns, organized by date: holidays, retail events, your own launches and sales seasons.

A good marketing calendar does three things.

It gives you time to prepare creatives and offers, it helps you spread out your sends so you don’t overwhelm your list, and it keeps an important date from catching you with nothing ready.

November and December are the best time to prepare your marketing calendar. January campaigns (Three Kings’ Day, the sales, Blue Monday) are prepared before Christmas, and if you wait until January you’re already late.

If you don’t have an overall marketing plan yet, start with our marketing plan template and use this marketing calendar to turn it into specific dates.

The 2027 marketing calendar at a glance

Here are the most important dates of the 2027 marketing calendar in Spain, with the day of the week and when it’s best to start sending.

Save it: it’s the table you’ll check most often.

A note on the sales: since 2012, every store in Spain can choose when to hold its sales.

January 7 and July 1 are still the reference dates, but many stores start earlier.

Key dates month by month, with subject lines to copy

Below is the 2027 marketing calendar month by month. For each month you’ll see which dates matter, a tip for your campaign and a table of subject lines with their preheader.

Copy them, adapt them to your tone and test them.

January: Three Kings’ Day, sales and resolutions

January opens the marketing calendar with second chances. People who didn’t buy at Christmas look for sales, and people starting the year want to change their habits.

In your January marketing calendar, plan three sends: one for Three Kings’ Day (last-minute gifts), another for the start of the sales and another for Blue Monday, the third Monday of the month.

Blue Monday started in 2005 as an advertising campaign, so use it with humor, not as a scientific fact.

There are ready-made templates for these campaigns: Three Kings’ Day night offer and January sales discount ladder.

February: Valentine’s Day

Valentine’s Day falls on a Sunday in 2027, so most purchases will happen between Monday the 8th and Friday the 12th.

Your main send should go out that week, with a reminder on Thursday the 11th for latecomers.

Not everything has to be romantic. “Valentine’s for friends” or “treat yourself” campaigns work well with audiences who don’t identify with the couples angle.

For more ideas, read our post on Valentine’s Day mailings or start from the Valentine’s love letter template.

And if you’re curious about where the date comes from, we explain it in the Valentine’s Day glossary entry.

March: Women’s Day, Father’s Day and Easter Week

March packs three marketing calendar dates into just a few weeks, so spread them out carefully to avoid overwhelming your list.

March 8 calls for content more than offers: stories about the women on your team or among your customers fit better than a discount.

Father’s Day in Spain is Friday the 19th, and Easter Week runs from the 21st to the 28th: ideal for travel, leisure and local businesses.

For Father’s Day there’s the Father’s Day gift guide, and for Easter Week, the Easter promotion.

April: World Book Day and spring

April 23 is one of the most rewarding dates of the marketing calendar for email, and not just for bookstores.

Any business can share recommendations, give away an ebook or launch an offer with a literary twist.

In Catalonia it coincides with Sant Jordi, so if you have customers there, segment and talk about books and roses. April is also a good time to present your spring new arrivals.

For new arrivals, try the spring collection launch template.

May: Mother’s Day

Mother’s Day in Spain is the first Sunday in May: May 2, 2027. Since it falls so early, the campaign has to start in mid-April.

If you also sell in Latin America, watch out: in Mexico it’s May 10, and in Colombia and Chile it’s the second Sunday (May 9, 2027).

Segment by country so you don’t send greetings on the wrong date. You’ll find all the dates in the Latin America section.

May also brings Internet Day (May 17), a good excuse to talk about your online store or your digital channels.

June: end of the school year and the run-up to summer

June is a transition month in the marketing calendar. Schools close, vacations begin and your list starts thinking about summer.

Use it to send planning content (getaways, checklists, guides) and to prepare the July sales.

If you have customers in Latin America, Father’s Day in Mexico, Argentina and Colombia is the third Sunday: June 20, 2027.

July: summer sales and World Emoji Day

The summer sales traditionally start on July 1. As in January, many stores start earlier, so a heads-up to your list (with early access) makes all the difference.

July 17 is World Emoji Day, perfect for a lighthearted send.

If you go for it, first check how emojis in the subject line look in each email client.

August: fewer sends, better chosen

In August many people unplug, and so does your list. It’s the gap in the marketing calendar to review what has worked.

It’s not a month for big campaigns, but it is one for keeping in touch with light sends and preparing for September.

If you’re going to close or reduce your service, give plenty of notice and have your out-of-office reply ready. And from the 15th onward, start warming up for back to school.

The end-of-summer offer template fits these weeks well.

September: back to school and back to routine

September is the second “January” of the marketing calendar. People come back with resolutions, organize their schedules and shop to start the new school year.

It’s not just for school supplies. Gyms, academies, software, food and fashion have one of their best windows here.

October: autumn and Halloween

Halloween falls on a Sunday in 2027, and it’s the most fun date of the autumn marketing calendar.

Purchases will be concentrated in the week of the 25th. It suits a lighthearted tone and “spooky” deals.

October also marks the start of the autumn season and, in Argentina, Mother’s Day is celebrated (third Sunday: October 17, 2027).

You’ll find ideas in our Halloween glossary entry and templates such as the shadow theatre newsletter or the autumn collection announcement.

November: Singles’ Day, Black Friday and Cyber Monday

November is the busiest month of the marketing calendar. It starts with Singles’ Day (November 11), continues with Black Friday (Friday the 26th) and ends with Cyber Monday (Monday the 29th).

The data explains why. According to the Cetelem Observatory, in 2025 68% of Spaniards planned to shop on Black Friday, with an expected average spend of €278.

And 75% planned to use it to buy Christmas gifts early, which account for more than half of what they spend that day.

That means your Black Friday campaign is also your first Christmas campaign.

Start warming up your list a few weeks in advance and create a waiting list or early access.

We have a complete guide to Black Friday email and SMS campaigns and templates such as Black Friday sale, Cyber Monday deals and Singles’ Day 11/11.

December: the Christmas Lottery, Christmas and Holy Innocents’ Day

December closes the marketing calendar, and it’s best to split it into phases. We also explain this in our Christmas glossary entry.

The first half of the month, gifts; from the 15th to the 20th, last orders with guaranteed delivery; and from the 24th onward, season’s greetings and a look back at the year.

The Cetelem Observatory put Spaniards’ planned Christmas spending in 2025 at €580, 1% less than the previous year.

With tight budgets, gift guides by price and shipping deadline reminders work especially well.

For these dates there’s the Christmas gift guide, the Christmas shipping deadlines, the advent calendar and the year in numbers.

And if you’re looking for copy, here are some ideas for Christmas greetings.

Key dates in Latin America for 2027

If your list includes contacts from Mexico, Argentina, Colombia or Chile, these dates in your marketing calendar differ from Spain.

Online sales events are announced every year; the 2026 dates are shown in parentheses for reference.

Mexico’s Hot Sale has been organized by the Mexican Online Sales Association since 2014, and in Argentina it’s organized by the Argentine Chamber of E-Commerce.

You’ll find more context in our glossary entries for El Buen Fin and Little Candles Day.

How to prepare your sending calendar in 5 steps

Having the dates is just the beginning. What turns a marketing calendar into sales is how you plan it. Follow these steps:

1. Choose your dates: you don’t have to be in all of them. Stick with the ones that fit your product and your audience, and add your own (anniversary, launches).
2. Mark when to start: count back from each date. For big campaigns, two to three weeks.
3. Spread out your sends: avoid squeezing three campaigns into the same week and review your sending frequency so you don’t tire out your list.
4. Segment: country, interests or purchase history. A Mother’s Day greeting on the wrong date does more harm than good.
5. Prepare and test: have your campaigns built and scheduled in advance, and always send a test email.

Imagine you run a gift shop. With this method, by early November you’d already know that your Black Friday email goes out on the 8th and the reminder on the 24th.

On the morning of the 26th, you resend to those who didn’t open. No rush and no improvising: that’s how a well-made marketing calendar works.

How Mailrelay helps you with your marketing calendar

With Mailrelay you can have every campaign in your marketing calendar prepared and scheduled in advance, and forget about it until the send date.

You have more than 190 email templates, with a category of seasonal templates for Christmas, sales, Black Friday and Valentine’s Day.

You can segment your list by country or interests, and test two subject lines from this guide with an A/B test to keep the one that works best.

All of this is included in the free account: up to 80,000 emails a month and 20,000 contacts, with human support on every plan.

You can see the details on our pricing page.

Conclusion: the best time to plan 2027 is now

Your marketing calendar is much more than a list of dates: it’s a way of working with time to spare. It lets you prepare offers in advance, spread out your sends and reach each date with the right message.

Copy the 2027 marketing calendar table, choose the dates that fit your business and mark when to start each campaign.

Then use the subject lines in this guide as a starting point: adapt them to your tone and test them.

If you’re looking for more inspiration for your subject lines, take a look at our wordplay ideas or at how to write a good email subject line.

Frequently asked questions about the 2027 marketing calendar

These are the most common questions when planning the year.

When is Black Friday 2027?

Black Friday 2027 is Friday, November 26, the day after Thanksgiving in the United States. Cyber Monday is Monday, November 29.

When is Easter Week in 2027?

Easter Week 2027 runs from Palm Sunday, March 21, to Easter Sunday, March 28. Holy Thursday is the 25th and Good Friday is the 26th.

When is Mother’s Day in 2027?

In Spain it’s Sunday, May 2. In Mexico it’s celebrated on May 10, in Colombia and Chile on May 9, and in Argentina on October 17.

How far in advance should I prepare a campaign?

In your marketing calendar, for big dates such as Black Friday or Christmas, start sending two to three weeks before and have the campaign ready a month before.

For smaller dates, a week is usually enough.

What is a marketing calendar?

It’s a business’s yearly plan of campaigns, organized by date: holidays, sales events, its own launches and seasons.

It helps you prepare campaigns in advance and spread out your sends throughout the year.

Jose Argudo

CMO at Mailrelay. Writes about email marketing, copywriting and conversion for small businesses and entrepreneurs.

More articles by Jose · LinkedIn