LoyolyIn the UK, the January sales extend Boxing Day and set the tone for the whole month.
The loyalty angle
Give loyalty members early access and double points to turn a sale purchase into a lasting relationship.
Ecommerce calendar 2027
The key dates of 2027 to fuel your loyalty program
Sales, holidays, sports events, trade shows: every ecommerce moment of the year in France, the UK and Spain, with a concrete idea for your loyalty and referral program on the main ones.
First monthJanuary 20276 events this month
Type129 events
Dates to be confirmed
- Ecommerce key dates
- Holidays & traditions
- Sport & culture
- School holidays
- Trade shows & industry events
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All 2027 events
January 2027
January 1 opens the year on fresh resolutions and tight budgets after the holidays.
The loyalty angle
Re-engage members with a points balance to spend in January and a yearly goal that unlocks a reward.
The return after the Christmas break, a moment of reorganisation for households and brands alike.
Twelfth Night and the galette des rois, the first sweet tradition of the year in France.
In Spain, January 6 is the big gifting day, often ahead of Christmas.
The loyalty angle
Reward Three Kings purchases with bonus points and add a surprise reward, in the spirit of the galette.
The first commercial peak of the year, four weeks of markdowns from January 6 to February 2.
The loyalty angle
Open a members-only preview 48h before the public: you reward loyalty without discounting your whole list.
Spain's winter sales start just after Three Kings' Day and run for several weeks.
The loyalty angle
Reserve the best discounts for members and double points to drive repeat purchases after the markdown.
A day to express gratitude, perfect for talking to your customers rather than selling.
The loyalty angle
Say thank you concretely: give surprise points to your loyal customers, with no purchase required.
A day for lovers of chilli and bold flavours.
A celebration of Italian gastronomy and its classics.
Billed as the most depressing day of the year, the third Monday of January calls for mood-lifting messages.
The loyalty angle
Turn the gloom into a gesture: a comfort reward for members creates a welcome spike in engagement.
A menswear fashion highlight that sets the tempo for trends.
A day for warm messages and small gestures.
A French e-commerce professional event.
Available once the dates are confirmedA day to highlight women's sport and its visibility.
A Scottish night celebrating poet Robert Burns, with haggis and whisky.
A day honouring the people who run online communities.
Europe's most famous carnival, masks and costumes over about ten days.
February 2027
The crêpe tradition, widely celebrated in early February.
The loyalty angle
A free recipe and bonus points on the day keep the community active without heavy promotion.
A North American tradition where the groundhog forecasts the end of winter.
The final stretch of the winter sales, on February 2.
The loyalty angle
Create urgency for members with a last points tier or a reward to unlock before closing.
A sweet day dedicated to the famous spread.
A major worldwide celebration; 2027 is the Year of the Fire Goat.
The loyalty angle
Launch a limited edition in the year's colours and a digital red envelope, voucher or points, for your members.
The start of winter break, with peaks in travel and leisure spending. 2027 dates: zone C from 6 to 22 February, zone A and Corsica from 13 February to 1 March, zone B from 20 February to 8 March (classes resume on the Monday).
An invitation to disconnect for a day.
The start of the month of fasting, a key moment for many consumers.
The loyalty angle
Adapt your send times to the rhythm of the fast and reward family-shared baskets.
The last day before Lent, with carnival, costumes and doughnuts.
In the UK, Mardi Gras is Pancake Day, deeply rooted in households.
The loyalty angle
Recipe, photo challenge and points for shares: a simple UGC activation that feeds engagement.
A day to raise awareness of safer online use.
A professional event dedicated to marketplaces and multichannel selling.
Available once the dates are confirmedThe world's most spectacular carnival, colour and music.
The American football final, a global audience peak and major advertising moment.
The lovers' celebration, and one of the year's strongest moments for e-commerce and gifting.
The loyalty angle
Offer a reward to share as a pair and a referral bonus between loved ones to recruit new customers.
March 2027
The world's largest mobile and tech show, in Barcelona.
A day for kind words and recognition.
A day promoting inclusion and equality.
A womenswear highlight and trend showcase.
A book day widely celebrated in the UK, especially in schools.
A French celebration of grandmothers, a moment of attention and gifting.
The loyalty angle
Feature a reward to give and encourage cross-generational referral within the same family.
The UK Mother's Day falls in March, well before the continental date.
The loyalty angle
Segment campaigns by market so dates don't clash, and give bonus points on UK Mother's Day gifts.
A day of mobilisation for women's rights, to approach with sincerity.
The loyalty angle
Choose genuine commitment over promotion: a donation or spotlight on initiatives beats a discount.
A premium e-commerce and retail event, in Monaco.
The end of Ramadan, eve of Eid al-Fitr and its celebrations.
The loyalty angle
Prepare for Eid with dedicated sets and a reward on festive purchases.
A day to raise awareness of the importance of sleep.
The Bordeaux stop of the PrestaShop Tour, a merchants' event.
Available once the dates are confirmedA huge Valencian festival, with cardboard monuments burned amid public festivities.
The meeting point for retail leaders in Spain, in Madrid.
An Irish celebration gone global, with everything turning green.
The loyalty angle
A short-lived green offer and themed bonus points liven up the day for members.
A day dedicated to recycling and the circular economy.
The loyalty angle
Reward responsible actions: points for a product return, recycling or buying second-hand.
The conference for UK retail leaders, in London.
A professional event dedicated to online commerce.
Available once the dates are confirmedIn Spain, Father's Day falls on March 19, St Joseph's Day.
The loyalty angle
Feature a reward for dad and a father-child referral, mindful of Spain's specific date.
The spring equinox, renewal and new collections.
The loyalty angle
Launch the season with a members-only preview and boosted points on new arrivals.
A positive day focused on wellbeing.
The loyalty angle
Spread good cheer: surprise points and a grateful message to your loyal customers.
The Nantes stop of the PrestaShop Tour.
Available once the dates are confirmedA day celebrating poetry in all its forms.
A major Paris show for customer relations and e-commerce.
The show for in-store marketing and retail experience, in Paris.
The event Loyoly hosts for D2C brands, in Paris: brand stories and product news.
Available once the dates are confirmedA tongue-in-cheek day about putting things off.
The Easter weekend: chocolate, family and the first real spring spending window.
The loyalty angle
Run a digital egg hunt with a hidden offer and bonus points for family photo shares.
April 2027
April 1, the day of pranks, a creative playground for brands.
The loyalty angle
A clever fake product revealed to members first creates a viral moment and shares.
A playful, offbeat day around pillow fights.
The start of spring break, family activities and leisure spending. 2027 dates: zone C from 3 to 19 April, zone A and Corsica from 10 to 26 April, zone B from 17 April to 3 May (classes resume on the Monday).
A summit for e-commerce brands in the Shopify ecosystem, in London.
A day to raise awareness of health and wellbeing.
A whimsical, colourful day that performs well on social.
A day celebrating sibling bonds.
The loyalty angle
A brother-sister referral rewarding both sides turns the day into recruitment.
A major public race mobilising runners and the sport and nutrition sectors.
A day dedicated to cooking and culinary heritage.
An offbeat day celebrating the ultimate comfort garment.
The retail technology show, in London (ExCeL).
A worldwide day of environmental mobilisation.
The loyalty angle
Reward sustainable choices: points for grouped delivery, an eco-designed product or second-hand.
In Catalonia, April 23 means a book and a rose, a big e-commerce moment.
The loyalty angle
Pair book and rose in a set and give points on gifts: a tradition tailor-made for loyalty.
The Lille stop of the PrestaShop Tour.
Available once the dates are confirmedSaint Fidelis Day, a perfect nod to loyalty.
The loyalty angle
The day made for your programme: celebrate your most loyal members with an exclusive reward.
The e-commerce festival, in Belfast.
A show for founders and business leaders, in Paris.
A French commercial highlight, a spring counterpart to Black Friday over a few days.
The loyalty angle
Give members early access and double points: a sales peak that also recruits new sign-ups.
Available once the dates are confirmedA day celebrating dance in all its forms.
May 2027
May 1, a public holiday and lily of the valley, with commerce slowing down.
A day around early childhood and baby care.
In Spain, Mother's Day falls on the first Sunday of May.
The loyalty angle
Personalisation and emotion: bonus points on mum's gifts and a reward to share with a friend via referral.
A day in the sign of humour and good spirits.
The first May bank holiday in the UK, a long weekend ripe for outings.
The loyalty angle
A long weekend is in the making: a members-only flash sale and boosted points on outdoor and home.
A major marketing and tech festival in Hamburg.
A day dedicated to solar energy and the return of fine weather.
May 4, the worldwide celebration for Star Wars fans.
A Mexican celebration popular in the US, colour and festivity.
A public holiday that often opens a four-day weekend.
A public holiday commemorating May 8, 1945.
A day celebrating the European Union.
The most prestigious film festival, glamour and global visibility.
An evening when museums open their doors for free.
A public holiday, often a solidarity day.
An e-commerce professional event.
Available once the dates are confirmedA forward-looking conference on the future of commerce.
Available once the dates are confirmedA day celebrating tea and its cultures.
The Paris tennis Grand Slam, three weeks of audience.
A day to raise awareness of menstrual health, to approach sincerely.
The loyalty angle
Favour genuine commitment: a donation, information or a charity partnership rather than a plain discount.
The year's second gifting peak in France, high average basket and strong emotional weight.
The loyalty angle
Bonus points on gifts, personalised sets and a reward to share with a friend via referral.
The last May bank holiday in the UK, the shift into summer.
The loyalty angle
Make the most of the long weekend with a members offer and points on travel and garden categories.
A day to raise awareness of quitting smoking.
June 2027
June, LGBTQ+ Pride month, to support sincerely and with commitment.
The loyalty angle
Authentic commitment beats a rainbow logo: a donation, spotlighting community voices, partnerships.
A major European retail and e-commerce gathering, in Barcelona.
A flagship day of environmental mobilisation.
The loyalty angle
Reward your members' responsible actions with dedicated points.
A legendary motor race, 24 hours of endurance and audience.
A day dedicated to wellbeing and life balance.
The loyalty angle
Offer members a wellbeing reward to mark the day.
Europe's biggest tech and startup show, in Paris.
The digital marketing and e-commerce congress, in Málaga.
Available once the dates are confirmedA tasty day dedicated to sushi.
The Montpellier stop of the PrestaShop Tour.
Available once the dates are confirmedA male gifting peak, lower volume than Mother's Day but less competition.
The loyalty angle
Bonus points on gifts and father-child referral to recruit within families.
The solstice launches the summer season and its lighter mood.
On June 21, music fills the streets, a national festive moment.
A menswear spring-summer showcase.
The year's second big markdown, from June 23 to July 20.
The loyalty angle
Open a members-only preview before the public: reward loyalty without sacrificing margin on your whole list.
Midsummer night, with bonfires and parties on Spanish beaches.
A day to raise awareness of astronomy and asteroids.
July 2027
Spain's summer sales, starting in early July and extending into August.
The loyalty angle
Early access and double points for members, to turn markdowns into repeat purchases.
A day of mobilisation against single-use plastic.
The loyalty angle
Reward sustainable alternatives and packaging returns with points.
The big summer getaway, a shift toward travel and outdoor behaviours. In 2027, they start on Saturday 3 July in every zone.
The loyalty angle
Reward pre-departure purchases and keep the link over summer with a balance to spend at back-to-school.
The Grand Départ, three weeks of coverage; in 2027 it starts from Edinburgh.
A light, affectionate day.
July 14, France's national day, with blue-white-red and fireworks.
A playful day dedicated to emojis.
The final stretch of the summer sales, on July 20.
The loyalty angle
Create urgency with a final points tier to unlock before closing.
A day celebrating grandparents.
The loyalty angle
A cross-generational referral rewarding both sides turns the day into a recruitment lever.
A day celebrating friendship, ideal for referral.
The loyalty angle
The perfect day to push referral: offer a double bonus, for the referrer and the invited friend.
August 2027
A day dedicated to youth issues.
The August 15 public holiday, the peak of summer.
A day celebrating photography.
The loyalty angle
Run a rewarded UGC photo contest: authentic content and engagement in the summer lull.
The last summer bank holiday in the UK, late August.
The loyalty angle
A summer clearance and back-to-school preview reserved for members, with boosted points.
September 2027
The UK back-to-school, a peak for supplies and equipment.
The loyalty angle
Offer points on back-to-school essentials and reactivate members who went quiet over summer.
Available once the dates are confirmedBack to school, the year's second January, with budgets and routines resuming. In 2027, pupils go back to school on Thursday 2 September.
The loyalty angle
Re-engage dormant members with a back-to-school balance and boosted points on essentials.
A day dedicated to beards and men's grooming.
A major Paris gathering for retail and e-commerce.
Available once the dates are confirmedA weekend of free access to heritage sites.
A worldwide day of cleaning up the planet.
The loyalty angle
Join a cleanup operation and reward your members' participation.
The world's largest beer festival, in Munich.
The European edition of NRF's big retail show, in Paris.
Available once the dates are confirmedPre-qualified business meetings on CRM and customer experience, in Cannes.
An international day dedicated to peace.
A major European digital marketing show, in Cologne.
The leading e-commerce show in London.
The autumn equinox, a change of season and new collections.
The loyalty angle
Launch the season with a members preview and boosted points on new arrivals.
An inspiring day about dreams and aspirations.
The close of fashion month, a spring-summer showcase.
October 2027
Breast cancer awareness month, to support sincerely.
The loyalty angle
Commit concretely: a donation indexed to purchases, dedicated products, rather than a pink veneer.
A doubly indulgent day, chocolate and coffee.
A day in the sign of good cheer.
A French celebration of grandfathers.
The loyalty angle
A reward to give and cross-generational referral to liven up the day.
A day dedicated to animal welfare.
A premium e-commerce event, in Biarritz.
Available once the dates are confirmedThe customer experience and engagement summit, in London.
A day to raise awareness of mental health, to handle with care.
Spain's national day, on October 12.
The Strasbourg stop of the PrestaShop Tour.
Available once the dates are confirmedA day celebrating godmothers and godfathers, a perfect nod to referral.
The loyalty angle
The ideal date for your referral programme: double the referrer and friend bonus for the week.
Autumn break, family activities and Halloween prep. 2027 dates: 23 October to 8 November, in every zone.
A tasty day dedicated to pasta.
The festival of lights, celebrated by millions worldwide.
The loyalty angle
A luminous limited edition and bonus points mark the festival for members.
October 31: costumes, sweets and a growing e-commerce moment.
The loyalty angle
Limited-time offer, an on-site reward hunt and disguised bonus points to liven up the community.
November 2027
The November 1 public holiday.
Men's health awareness month, moustache included.
The loyalty angle
Engage members around a cause: a purchase-indexed donation and a rewarded community challenge.
A month-long quit-smoking support campaign.
Spain's major e-commerce show, in Madrid.
Available once the dates are confirmedAn offbeat day celebrating common sense.
Fireworks night in the UK, on November 5.
A public holiday commemorating November 11, 1918.
Remembrance Day in the UK, to treat with respect.
November 11, the world's biggest shopping day, born in Asia and rising fast in Europe.
The loyalty angle
Open the peak with a members-only sale and double points: the ideal warm-up before Black Friday.
The Toulouse stop of the PrestaShop Tour.
Available once the dates are confirmedA day dedicated to acts of kindness.
The loyalty angle
Give surprise points to your loyal customers, no strings attached: kindness deserves a reward.
A day of mobilisation for children's rights.
The American day of gratitude, the eve of Black Friday.
The loyalty angle
Say thank you before the frenzy: points gifted to your loyal members the day before the big peak.
The year's biggest e-commerce peak, on November 26 in 2027.
The loyalty angle
Bet on loyalty over the race to the bottom: VIP early access, double points, a voucher to use after the holidays.
An anti-consumption day born in opposition to Black Friday.
The loyalty angle
Play it sincere: pause the promos and champion durability or repair, points included.
The online extension of Black Friday, on Monday, centred on tech and e-commerce.
The loyalty angle
Extend the peak for members with a final wave of offers and boosted points on digital.
A worldwide day of generosity, a charitable counterpoint to Black Friday.
The loyalty angle
Convert points into a donation or index a donation to purchases: commitment that strengthens the member bond.
A French show for retail technologies.
Available once the dates are confirmed
December 2027
The Advent countdown, 24 days of anticipation to Christmas.
The loyalty angle
Launch a members-only digital Advent calendar: a surprise or points each day, a daily rendezvous.
A day dedicated to giving and sharing.
A Spanish public holiday celebrating the Constitution.
The December 6 tradition, gifts for children in eastern and northern regions.
A Spanish religious public holiday on December 8.
A day of mobilisation for the climate.
A day defending human rights.
A hearty, convivial day dedicated to raclette.
A festive, highly visual Christmas jumper day.
The loyalty angle
A rewarded UGC photo challenge brings content and engagement before the holidays.
The start of the year-end break, the final stretch for gifts. From 18 December 2027 to 3 January 2028, in every zone.
Spain's big Christmas lottery on December 22, a major cultural moment.
The year's summit, gifts and festivities, then the shift to returns and gift cards.
The loyalty angle
Reward the season with points, offer a gift card convertible into points, and set up January retention.
December 26, a huge sale day in the UK; returns and gift cards elsewhere.
The loyalty angle
Turn gift cards and returns into memberships: welcome points and a members-only offer.
December 31 closes the year in celebration.
The loyalty angle
Close the year by thanking members: a recap of their points and a reward to start the next one well.