2026 Marketing Calendar
Every date that matters for planning campaigns in Portugal: public holidays, sale seasons, Black Friday, Christmas, local patron saints' festivals and awareness days — with practical automation and AI ideas for each moment.
January
- Jan 1 — New Year's Day: 'New year, new goals' campaign with a free setup offer.
- Jan 6 — Epiphany: Last call for Christmas sales — bundle with free shipping.
- All of Jan — Winter Sales: Automate a 'discount code' DM triggered by Instagram comments.
February
- Feb 14 — Valentine's Day: Chatbot with a 'perfect gift' quiz that qualifies leads in your CRM.
- Feb 17 — Carnival (Shrove Tuesday): Light content, memes and giveaways — peak social engagement.
March
- Mar 8 — International Women's Day: Authentic storytelling — avoid generic discounts.
- Mar 19 — Father's Day (Portugal): Trigger a gift-recommendation flow via WhatsApp.
- Mar 29 — Start of Easter (Palm Sunday): Launch Easter campaigns 2 weeks in advance.
April
- Apr 5 — Easter Sunday: Automate comment replies with code PASCOA26.
- Apr 22 — Earth Day: Communicate the brand's real ESG practices.
- Apr 25 — Freedom Day (Portugal): National holiday — schedule institutional posts.
May
- May 1 — Labour Day: Communicate benefits for teams and small businesses.
- May 3 — Mother's Day (Portugal): Peak retail sales — activate an AI agent for 24/7 support.
- May 17 — World Internet Day: Ideal for SaaS and digital agencies.
June
- Jun 10 — Portugal Day: National-pride content works very well.
- Jun 13 — St Anthony's Day (Lisbon): Geo-targeted Lisbon campaigns — peak foot traffic.
- Jun 24 — St John's Day (Porto): Run promotions specific to Porto/Northern Portugal.
- Jun–Aug — Summer Sales: Prepare automated cart-recovery flows.
July
- All month — Beach and tourism season: Restaurants and hotels: multilingual PT/EN/ES chatbot.
- Jul 21 — Amazon Prime Day (expected): Don't compete on price — differentiate with human + AI support.
August
- Aug 15 — Assumption Day: Many people on holiday — automate replies with AI.
- Late August — Back to school (kick-off): Launch back-to-school campaigns in the second half of the month.
September
- All month — Back to school: Peak conversion period for retail, education and B2B SaaS.
- Sep 21 — International Day of Peace: A great angle for purpose-driven brands.
October
- Oct 5 — Republic Day (Portugal): Scheduled institutional posts.
- Oct 31 — Halloween: Retail and hospitality: strong visual campaigns.
- All of Oct — Black Friday preparation: Start building your waitlist with Instagram automations.
November
- Nov 1 — All Saints' Day: National holiday.
- Nov 11 — St Martin's Day: Restaurants and wine — a strong moment in Portugal.
- Nov 27 — Black Friday: Annual conversion peak — a chatbot is a must so you don't lose leads.
- Nov 30 — Cyber Monday: Digital extension — focus on SaaS, services and digital products.
December
- Dec 1 — Restoration of Independence Day: National holiday.
- Dec 8 — Immaculate Conception: Long weekend — peak in-store shopping.
- Dec 13 — Green Monday: The last strong conversion week before Christmas.
- Dec 25 — Christmas Day: Schedule thank-you messages for customers.
- Dec 26 — Boxing Day / Winter sales kick-off: Start promoting the winter sales.
- Dec 31 — New Year's Eve: Year-in-review content — strong organic reach.