The 2027 email marketing calendar, market by market.

By Alexander Andersson · Updated 1 Nov 2026 · Dates checked 1 Nov 2026

Which 2027 dates move email, market by market?

The tables below list the 2027 dates that most often change what a consumer brand sends, or when it can send, in Sweden (SE), Denmark (DK), Norway (NO), Finland (FI), Germany (DE), Austria (AT), Switzerland (CH), the Netherlands (NL), the United Kingdom (UK) and the United States (US). Each date is sourced at the end of this guide. A public holiday marks a day when many readers are off work and many offices and shops are closed; it is not a rule about sending.

Two things are missing on purpose. Christmas delivery cut-offs differ by carrier, service and market, so check your carrier’s own dates for each market before you plan the last-order email. Back-to-school weeks differ by region and are left out for the same reason.

When should each step happen before a send?

Work backwards from the send date. For a campaign that matters, a workable pattern is: brief agreed six weeks before, master copy and build done four weeks before, each market’s edition three weeks before, review rounds in the two weeks after that, and a draft in the ESP seven days before the send.

This is a planning pattern, not a benchmark. A weekly newsletter needs a fraction of it; a launch across ten markets may need more. Adjust it with three questions:

• How many editions really differ? Count editions, not languages. Each edition needs its own review.
• How many review rounds does each market take? Plan one round per market and one spare.
• Who signs off, and when are they away? Name the approver in the brief and put their holidays in the calendar.

What does the plan look like for Black Friday 2027?

Black Friday 2027 is Friday 26 November, but a brand that runs Black Week sends its first email on Monday 22 November. Plan from that Monday, not from the Friday.

Two dates sit inside this plan. Singles’ Day (11 November) and Father’s Day in SE, NO and FI (14 November) fall during the review weeks, so the same people may be reviewing three campaigns at once. In EU markets, an announced price reduction must show the lowest price applied in at least the 30 days before it [25], so the prices you hold from late October onwards matter for a reduction that starts on 22 November.

What does the plan look like for Christmas 2027?

Christmas Eve, Friday 24 December, is the day that counts in SE, DK, NO and FI, so the last-order email depends on your carrier’s cut-off for delivery before the 24th in each market. The harder problem is that Christmas work overlaps with Black Week.

Take a Christmas gift email with a first send on Thursday 2 December. Six weeks back puts the brief on Thursday 21 October, and seven days back puts the ESP draft on Thursday 25 November, the day before Black Friday. Move the Christmas drafts forward instead: aim to have them in the ESP by Friday 19 November, before Black Week starts.

• Gift email, first send Thu 2 Dec: brief agreed Thu 21 Oct; editions done Thu 11 Nov; drafts in the ESP by Fri 19 Nov.
• Last-order email: send it two or three days before your carrier’s cut-off in each market; the cut-off dates differ, so each market may get its own send date.
• Post-Christmas sale, first send Mon 27 Dec: drafts in the ESP and signed off by Fri 17 Dec, before the people who approve them go on holiday.

What changes when one campaign goes to several markets?

The idea can stay the same, but the dates, the offer and the legal lines often change. Mother’s Day is four different Sundays across these ten markets, and Father’s Day falls on six different dates. A Mother’s Day campaign planned for 9 May misses Sweden by three weeks and Norway by three months.

• Dates: national days, Mother’s Day and Father’s Day each need their own send date per market.
• Black Week or Black Friday: some markets expect a week of offers, others a single day. Decide per market, and write it into the brief.
• Price reductions: in the EU the prior price is the lowest of the 30 days before the reduction [25]; markets outside the EU have their own rules. Have counsel confirm each market.

The email localization guide covers editions, prices and legal lines in full, and the email QA checklist has the per-market checks.

How do you use this calendar?

Copy the tables into a spreadsheet and keep only the markets you send to. Then add four columns: send date, brief-by, review-by and draft-by. Fill them in with the pattern above, adjusted for your team.

1. Add your brand’s own dates: launches, seasonal ranges, the brand’s anniversary, loyalty events.
2. For each date you will use, decide the first send date, then work the plan-by dates backwards from it.
3. Add each approver’s holidays, and check that no review window falls inside one.
4. Recheck the dates each autumn for the next year.