How to plan email campaigns for the year
Plan email campaigns around UK retail moments, your product launches and your quiet months. Build a simple calendar with key dates such as January sales, Valentine's Day, Mother's Day, summer, Black Friday and Christmas, and aim for a steady rhythm of one to three campaigns a week.
By Abdullah Ashraf, Shopify expert · Last updated: October 2026
Quick summary
- Map UK retail dates first.
- Add launches and your own events.
- Keep a steady, sustainable rhythm.
In this guide:
Key UK dates
- January sales
- Valentine's Day
- Mother's Day (UK date in March or April)
- Easter
- Father's Day
- Summer holidays and back to school
- Black Friday and Cyber Monday
- Christmas delivery cut-offs
Your own moments
Launches, restocks, anniversaries and behind-the-scenes content.
Mix of content
Balance offers with stories, guides and new products.
Frequently asked questions
How do I get sales in January?
Keep exploring
Related pages you might find useful next.
Let's grow your store
Tell me what you sell and where you're stuck. You'll get honest advice and a fixed quote, even if we don't end up working together.