2021 International Retail Holidays to Add to Your Calendar

Kevin Lamb

January 19, 2021


Pattern Data Science

January 19, 2021

As the premier partner for global ecommerce, Pattern supports its partners as they grow and expand internationally. Each year brands create their retail calendar to plan for holidays, sales, and promotional events. As our partner brands have expanded globally, this exercise has grown to include international opportunities for sales and promotions.

Many of us are familiar Black Friday and Cyber Monday, and both are becoming increasingly common international commercial holidays. However, we’ll go into detail here on some other important retail holidays and events you may not already have on your retail calendar for 2021. Explore retail holidays by country and and by dates below.

Major 2021 International Retail Holidays by Country


  • Click Frenzy Mayhem, April 20, 2021
  • EOFY Sales (End of financial year), June 2021
  • Black Friday, Nov. 26, 2021

Click Frenzy is a 53-hour sales event that connects the Australia consumer base with the best deals and exclusive offers from retail and brings them to the online marketplace. The End of Financial Year sales (EOFY Sales) happen in June. And of course, Black Friday is also becoming a bigger and bigger sales event in the AU.


  • Chinese New Year, Feb. 12, 2021
  • National Day Golden Week, Oct. 1-7, 2021
  • Singles Day, Nov. 11, 2021

Singles Day in China is the world’s largest shopping event by far. The holiday was originally intended to celebrate those who are not in relationships, but in ecommerce Singles Day is known worldwide for its record-smashing revenue numbers.

Singles day was extended to span 11 days in 2020 and raked in $115 billion USD between sales on Alibaba and JD.com, nearly doubling sales from the previous year. For reference, Cyber Monday sales in the U.S. reached only $10.8 billion this year.


  • Les Soldes, Winter: Jan. 6-Feb. 2, 2021
  • Les Soldes, Summer: June 23-July 20, 2021

Les Soldes is France’s biggest sales event of the year, and happens twice: in winter and then in summer. However, Les Soldes is limited to 6 weeks and dates differ by region.


  • Winter Sales Period, January 2021
  • Summer Sales Period, July 2021

For Germany, there are no solid dates for sales events. However, similar to France, they have seasonal promotions that happen in both the winter and the summer.


Diwali is a major event celebrated in India and other nearby countries, and consequently, is also a time of year when retail spending surges in the region. Ecommerce revenue during the festive season around Diwali in 2020 totalled $6.5 billion USD. Of that, consumer electronics was by far the dominant category, making up 51% of total sales. Mobile shopping surged as COVID-19 caused many to avoid brick and mortar shopping. Downloads for the Flipkart app grew to 3.4 million, a year on year increase of 71%.


  • New Year (Shogatsu), Jan. 1, 2021
  • Valentine’s Day, Feb. 14, 2021
  • Mother’s Day, May 9, 2021
  • Father’s Day, June 20, 2021
  • Ochugen, July 2021
  • Oseibo, December 2021

Ochugen and Oseibo are the traditional gift-giving seasons in Japan. This gift-giving tradition extends to ecommerce as well, with some businesses offering discounts or even giving their employees bonuses.


  • El Día Del Niño (México), April 30, 2021
  • El Buen Fin (México), Nov. 19-22, 2021
  • Children’s Day (Brazil), Nov. 20, 2021

El Buen Fin is a retail event created in 2011 that is always held on the weekend before Mexican Revolution day, which is always the third Monday in November. The event was created in order to stimulate the economy and functions very similarly to Black Friday in the U.S.

Given the need to further stimulate the economy during the COVID-19 pandemic, El Buen Fin was extended during 2020 to last from Nov. 9th through Nov. 20th, with participation from over 60,000 retailers. Revenue generated from El Buen Fin reached $10.9 billion USD in 2019. We would expect that number to grow significantly over $12 billion USD in 2021 given the rise of ecommerce in 2020 and the emphasis on online shopping.

Children’s Day in Brazil is a great example of a commercial holiday, as it was created for the sole purpose of selling kids toys. Children’s Day has grown to become a traditional day to give presents to children of not just toys, but electronics, apparel, and other gifts as well. Revenue data is not widely shared for Children’s day as with the other commercial holidays. However, Children’s day is considered Brazil’s fourth most important commercial Holiday, behind Father’s Day, Mother’s Day, and Christmas.


  • New Year, Jan. 1-8, 2021
  • Defender of the Fatherland Day, Feb. 23, 2021
  • International Women’s Day, March 8, 2021

On Defender of the Fatherland Day, or Men’s Day, it’s traditional for women giving small gifts to their husbands, brothers, male co-workers, etc. Hence, this is a great time for the small electronic categories. In 2020 alone, Ozon, a Russian marketplace, reported a 325% increase in fitness tracker sales and sport watches. However, electronic toothbrushes blew competition out of the water, with a 517% increase in sales.

Saudi Arabia

  • Ramadan, begins April 13, 2021
  • Eid al-Fitr, May 13, 2021
  • Eid al-Adha, July 20-22, 2021
  • White Friday, Nov. 26, 2021

During Ramadan in 2020, online retail sales started increasing 10 days prior to the event and reached a 47% increase at the peak sales period. Sales were 17% above the baseline during the day of Ramadan. Plus, in one study, 61% of respondents in the KSA and 58% in the UAE said they planned to buy gifts during the holiday.

White Friday, the Middle East equivalent of Black Friday, is also held at the end of November and represents a major percentage of overall sales. Some analysts even estimate 2021 White Friday profits at $48.8B. If your brand is in the Middle East, White Friday is definitely a holiday to take advantage of just like you would Black Friday in the U.S.

South Korea

  • Seollal (Korean New Year), Feb. 13, 2021
  • Parents’ Day, May 8, 2021
  • Chuseok, Sept. 20-22, 2021

Covid-19 threw a wrench in many markets, and South Korea was no exception. However, despite this retail sales rose 8.5% YoY in September 2020, and online platforms led the overall growth, with online revenue going up 20% over the month. As with many markets, online shopping went up—14.2% to be exact—that year, while offline shopping declined 0.9%.

United Kingdom

  • Black Friday, Nov. 26, 2021
  • Cyber Monday, Nov. 29, 2021
  • Christmas Period, December 2021

The United Kingdom is the top-ranking country in Europe in terms of retail sales during the holiday season, or “golden quarter” as the November and December holiday sales can sometimes be referred to as. In 2019, the December sales value in Great Britain was $72.4B.

United States

  • Memorial Day, May 31, 2021
  • Prime Day, mid-July 2021
  • Labor Day, Sept. 6, 2021
  • Black Friday, Nov. 26, 2021
  • Cyber Monday, Nov. 29, 2021

Of course, we know that the Covid-19 pandemic disrupted Prime Day sales in 2020, when Prime Day was held on Oct. 13-14 instead of its usual summer dates. However, the date change did little to affect sales growth, as sales went up to $10.4B, a 45.2% increase from $7.16B in 2019. The dates are returned to summer for 2021, and brands would be wise to prep for this giant sales event.

Major 2021 International Retail Holidays by Month


  • Winter Sales Period, January 2021, Germany
  • New Year (Shogatsu), Jan. 1, 2021, Japan
  • New Year, Jan. 1-8, 2021, Russia
  • Les Soldes, Winter: Jan. 6-Feb. 2, 2021, France


  • Chinese New Year, Feb. 12, 2021, China
  • Seollal (Korean New Year), Feb. 13, 2021, South Korea
  • Valentine’s Day, Feb. 14, 2021, Japan
  • Defender of the Fatherland Day, Feb. 23, 2021, Russia


  • International Women’s Day, March 8, 2021, Russia


  • Ramadan, begins April 13, 2021, Saudi Arabia
  • Click Frenzy Mayhem, April 20, 2021, Australia
  • El Día Del Niño, April 30, 2021, México


  • Parents’ Day, May 8, 2021, South Korea
  • Mother’s Day, May 9, 2021, Japan
  • Eid al-Fitr, May 13, 2021, Saudi Arabia
  • Memorial Day, May 31, 2021, U.S.


  • EOFY Sales (End of financial year), June 2021, Australia
  • Father’s Day, June 20, 2021, Japan
  • Les Soldes, Summer: June 23-July 20, 2021, France


  • Summer Sales Period, July 2021, Germany
  • Ochugen, July 2021, Japan
  • Prime Day, mid-July, 2021, U.S.
  • Eid al-Adha, July 20-22, 2021, Saudi Arabia


  • Onam, Aug. 12-23, 2021, India


  • Labor Day, Sept. 6, 2021, U.S.
  • Ganesh Charturthi, Sept. 10, 2021, India
  • Chuseok, Sept. 20-22, 2021, South Korea


  • National Day Golden Week, Oct. 1-7, 2021, China
  • Flipkart Big Billion Festival, Oct. 6-11, 2021, India


  • Diwali, Nov. 4th, 2021, India (also Nepal, Sri Lanka, and others)
  • Singles Day, Nov. 11, 2021, China
  • El Buen Fin, Nov. 19-22, 2021, México
  • Children’s Day, Nov. 20, 2021, Brazil
  • Black Friday, Nov. 26, 2021
  • White Friday, Nov. 26, 2021, Saudi Arabia
  • Cyber Monday, Nov. 29, 2021


  • Oseibo, December 2021, Japan
  • Christmas Period, December 2021, U.K.

Remember that while many of these events fall on a certain day or a certain weekend, the shopping season surrounding them is typically much longer. Additionally, many ecommerce marketplaces will require that promotions and additional inventory be set up far in advance in order to be prepared for the increase in traffic to their sites.

If you’d like Pattern’s global marketplace management team to assist you in cultivating an international ecommerce strategy, reach out for a demo of our services.

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Amazon's Sponsored Product ads

What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

Utilizing Amazon sponsored ads can be a smart way for a brand to drive greater traffic to a product listing and start increasing sales. While many brands still struggle to manage their advertising strategies, 30% of Amazon brand sellers increased their advertising budgets in 2022. As ecommerce executives (or even on the nose with VPs of ecommerce?)  approve their 2023 advertising budgets, it may be worth it to take a look at Amazon’s advertising products and the benefit they may have on increasing conversions. 

​​Pattern is the premier ecommerce accelerator with all of the expertise, data-driven insights, and technology brands need to gain control on Amazon and maintain their competitive niche. We know the high value of and how to utilize Amazon’s advertising products to drive the most traffic and conversions to benefit and accelerate your brand.

Here are Amazon’s three main advertising products you should know about in order to drive listing traffic to your products and increase conversions: 

For a brand executive who is selling their product on Amazon, you may not already know the differences between campaign type, so we will walk you through the differences and uses for each of these three ad campaigns.

Sponsored Product Ads

Sponsored Products are a mid-funnel advertising strategy that gives visibility to products above the top organic listings (see example below). This strategy uses custom keywords to get products in front of the consumers who are searching for them, however it can be used to capture new audiences as well.These cost-per-click (CPC) ads require no additional copy or images, but usually receive the most interaction of the campaigns and need to be monitored closely.

As you can see, these ads look just like an organic listing, however they say, “Sponsored,” on them. These types of ads can be especially effective forms of advertising because they tend to blend in with the organic results around them. With Sponsored Products, you can get your products in front of qualified customers who are searching for your product in such a way that doesn’t make them feel like they are being served an advertisement.

Sponsored Brand Ads

Sponsored Brand Ads are a top-of-funnel brand awareness tool and function on keywords. This ad format helps show a customer what they may be in need of and where to get it.  Commonly used to promote product lines or best sellers, a Sponsored Brand ad shows up as a banner above the search results (see example below). This type of ad requires that the brand showcase at least three separate products.

Unlike other campaigns used on the Amazon platform, Sponsored Brand ads require ad copy and a unique logo. These ads also can take customers to a custom landing page, or a page on the brand store, that way they get a clear and overall picture about who your brand is, what other products you sell, and why they can trust your brand

Sponsored Display Ads

Sponsored Display ads can be a tactic for top, middle, or bottom of the advertising funnel due to its varying targeting abilities. Although most commonly found under the bullet points of a detail page, these ads can also show in emails, newsletters, and even more locations off platform.

Unlike the previous ad campaigns discussed, sponsored display ads can target shopping behaviors, like repeat purchasers, similar product purchasers, and even people who viewed the detail page but did not buy. Sponsored Display ads help customers discover your brand, drive awareness, and create loyalty. 

The example above shows just one of the many placements Sponsored Display has.

Accelerate Your Sponsored Products With Pattern 

Rather than competing with each other, each of the three sponsored ad products focus on a different section of the sales funnel, allowing you to target your customers and hit your sales numbers, all while edging out possible competitors. When brands use these advertising campaigns, they can better optimize their ad budget to improve ROAS and build revenue. 

At Pattern, we have all the resources to help your brand build successful advertising and digital marketing campaigns on Amazon so you can increase traffic and conversions, which will in turn increase your revenue

Global Ecommerce Weekly News: 27th September 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)

How an Amazon SEO Agency Should Be Serving Your Brand

How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.