🇸🇬 Marketing calendar for Singapore

Singapore at a glance

6,080,545 people · ♂ 50% / ♀ 50% · median age 39.8 · urban 100%

How touchy is the topic here

Basis: generic secular-market defaults. Local legal review still wins.

What is coming in Singapore

Everything ahead, in order — what to avoid, what to handle carefully and what is worth showing up for — the next twelve months, from 25 July 2026. The app carries the same data through 2030.

August 2026

• Opportunity National Day
  9 August 2026

  National celebration — greetings land well; check local flag-use rules first.

• Opportunity National Day
  10 August 2026

  National celebration — greetings land well; check local flag-use rules first.

• Opportunity National Day observed
  10 August 2026

  National celebration — greetings land well; check local flag-use rules first.

November 2026

• Opportunity 🕉 Diwali/Deepavali
  8 November 2026

  Festive commercial peak — localise the creative, do not reuse a global asset.

• Opportunity 🕉 Deepavali
  9 November 2026

  Festive commercial peak — localise the creative, do not reuse a global asset.

• Opportunity 🕉 Day off for Diwali/Deepavali
  9 November 2026

  Festive commercial peak — localise the creative, do not reuse a global asset.

December 2026

• Opportunity ✝ Christmas Eve
  24 December 2026

  Gifting and clearance peak — publish shipping cut-offs early.

• Opportunity ✝ Christmas Day
  25 December 2026

  Gifting and clearance peak — publish shipping cut-offs early.

• Opportunity New Year’s Eve
  31 December 2026

  Peak greeting moment — a plain, warm wish from the brand is expected.

January 2027

• Opportunity New Year's Day
  1 January 2027

  Peak greeting moment — a plain, warm wish from the brand is expected.

February 2027

• Opportunity Lunar New Year (regional)
  6 February 2027 – 10 February 2027

  Tết in Vietnam, Seollal in Korea, Chinese New Year across the diaspora — the same lunar date, very different traditions and greetings. 2026 is the Year of the Horse.

  Greeting: “Chúc mừng năm mới / 새해 복 많이 받으세요 / Gong Xi Fa Cai”

  • Do not run one pan-Asian asset
  • Avoid the number 4 anywhere in the offer
  • Use the local name and greeting per market — 'Chinese New Year' is wrong in Vietnam and Korea
  • Red-envelope mechanics work digitally in every one of these markets
• Opportunity Second Day of Chinese New Year
  7 February 2027

  Peak greeting moment — a plain, warm wish from the brand is expected.

• Opportunity Chinese New Year
  8 February 2027

  Peak greeting moment — a plain, warm wish from the brand is expected.

• Day off ☪ Ramadan Start (tentative)
  8 February 2027

  Public holiday — offices closed, B2B reach drops, consumer traffic shifts to mobile.

• Caution ✝ Valentine's Day
  14 February 2027

  Solemn religious observance — keep tone quiet.

• Day off Total Defense Day
  15 February 2027

  Public holiday — offices closed, B2B reach drops, consumer traffic shifts to mobile.

March 2027

• Opportunity International Women's Day
  8 March 2027

  Gifting occasion — offer an opt-out from the email if the topic can hurt.

• Opportunity ☪ Hari Raya Puasa
  10 March 2027

  Major gifting and travel peak. 'Eid Mubarak' greetings are welcome from brands.

• Caution ✝ Good Friday
  26 March 2027

  Solemn religious observance — keep tone quiet.

• Opportunity ✝ Easter Saturday
  27 March 2027

  Family and gifting weekend — run the push in the week before.

• Opportunity ✝ Easter Sunday
  28 March 2027

  Family and gifting weekend — run the push in the week before.

April 2027

• Day off April Fool's Day
  1 April 2027

  Public holiday — offices closed, B2B reach drops, consumer traffic shifts to mobile.

May 2027

• Opportunity Labour Day
  1 May 2027

  Long-weekend retail moment in most markets; keep the tone about people, not productivity.

• Opportunity Mother's Day
  9 May 2027

  The second-largest gifting day of the year in most of these markets — flowers, jewellery, restaurants, delivery. Note that the date is NOT global: the UK, France, Spain, Mexico, Poland, Russia and Argentina all use different days.

  Greeting: “Happy Mother's Day”

  • Do not send one Mother's Day campaign to a global list — you will be a month early or late in half of it
  • Avoid 'every mum wants…' framing; gifting is increasingly for any caregiver
  • Offer an opt-out from Mother's Day emails — the standard of care since 2019, and it lowers unsubscribes
  • Publish delivery cut-offs; flowers and cake logistics sell out days ahead
  • Segment out anyone who opted out last year
• Opportunity ☪ Hari Raya Haji
  17 May 2027

  Major gifting and travel peak. 'Eid Mubarak' greetings are welcome from brands.

• Opportunity ☸ Vesak Day
  20 May 2027

  Festive commercial peak — localise the creative, do not reuse a global asset.

June 2027

• Opportunity Father's Day
  20 June 2027

  Third Sunday of June in most markets. Smaller basket than Mother's Day but higher conversion on electronics, tools and experiences.

  Greeting: “Happy Father's Day”

  • Do not run it in Brazil (August), Germany (Ascension Day), Italy or Spain (19 March)
  • Opt-out link, same as Mother's Day
  • Experience gifting outperforms novelty products

July 2027

• Caution Singapore Armed Forces Day
  1 July 2027

  Veteran/military date — no promotional framing.

• Day off Racial Harmony Day
  21 July 2027

  Public holiday — offices closed, B2B reach drops, consumer traffic shifts to mobile.

Other markets

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