Singapore Marketing Calendar 2027: Every Date SMEs Need
Singapore's 2027 marketing year has four big anchors: Chinese New Year on Saturday 6 February, the school holidays from 29 May to 27 June, National Day on Monday 9 August, and the year-end run from Deepavali on Thursday 28 October through 11.11, Black Friday, 12.12 and Christmas. Most of what SMEs earn from seasonal marketing comes from planning those four properly, not from posting something on every date.
Below is every date worth knowing for 2027, month by month. Public holidays come from the Ministry of Manpower's list, and school terms come from MOE's 2027 announcement. Lunar festival dates are from the Hong Kong Observatory's 2027 lunar calendar. Where no authority has announced a date yet, we say so rather than guess.
For each date we've added the lead time and the kind of campaign that tends to suit it. Lead times assume a small team and a focused campaign, not a big-brand production.
The 2027 dates at a glance
| Date (2027) | Day | What it is | Source |
|---|---|---|---|
| 1 Jan | Fri | New Year's Day (public holiday) | MOM |
| 4 Jan | Mon | School year starts (P1 and K1; P2–P6 and K2 on 5 Jan) | MOE |
| 6–7 Feb | Sat–Sun | Chinese New Year (public holidays) | MOM |
| 8 Feb | Mon | Public holiday if your rest day is 7 Feb | MOM |
| 14 Feb | Sun | Valentine's Day | Fixed date |
| 20 Feb | Sat | Chap Goh Mei (15th day of CNY) | HKO lunar calendar |
| 10 Mar | Wed | Hari Raya Puasa (public holiday) | MOM |
| 13–21 Mar | Sat–Sun | March school holidays | MOE |
| 26 Mar | Fri | Good Friday (public holiday) | MOM |
| 1 May | Sat | Labour Day (public holiday) | MOM |
| 9 May | Sun | Mother's Day | Second Sunday of May |
| 17 May | Mon | Hari Raya Haji (public holiday) | MOM |
| 20 May | Thu | Vesak Day (public holiday) | MOM |
| 29 May–27 Jun | Sat–Sun | June school holidays | MOE |
| 9 Jun | Wed | Dragon Boat Festival (Duanwu) | HKO lunar calendar |
| 20 Jun | Sun | Father's Day | Third Sunday of June |
| 2–31 Aug | Seventh lunar month | HKO lunar calendar | |
| 9 Aug | Mon | National Day (public holiday) | MOM |
| 3 Sep | Fri | Teachers' Day (school holiday) | MOE |
| 4–12 Sep | Sat–Sun | September school holidays | MOE |
| 9 Sep | Thu | 9.9 sales | Fixed date |
| 15 Sep | Wed | Mid-Autumn Festival | HKO lunar calendar |
| 8 Oct | Fri | Children's Day (primary school holiday) | MOE |
| 10 Oct | Sun | 10.10 sales | Fixed date |
| 28 Oct | Thu | Deepavali (public holiday) | MOM |
| 11 Nov | Thu | 11.11 / Singles' Day | Fixed date |
| 20 Nov–31 Dec | Year-end school holidays | MOE | |
| 26 Nov | Fri | Black Friday (day after US Thanksgiving) | Fixed convention |
| 29 Nov | Mon | Cyber Monday | Fixed convention |
| 12 Dec | Sun | 12.12 sales | Fixed date |
| 25 Dec | Sat | Christmas Day (public holiday) | MOM |
Two dates are deliberately missing. The Singapore Retail Festival 2027 and the start of Ramadan 2027 are covered in their months below, with who confirms them.
Long weekends in 2027
These come straight from MOM's 2027 list. For most five-day-week employees, five are three-day weekends:
| Long weekend | Days | Why |
|---|---|---|
| 1–3 Jan | Fri–Sun | New Year's Day on a Friday |
| 6–8 Feb | Sat–Mon | CNY on Sat and Sun; Mon 8 Feb is a holiday for those whose rest day is 7 Feb |
| 26–28 Mar | Fri–Sun | Good Friday |
| 15–17 May | Sat–Mon | Hari Raya Haji on a Monday |
| 7–9 Aug | Sat–Mon | National Day on a Monday |
Some near-misses matter for marketing too:
- ▸Vesak Day (Thu 20 May) and Deepavali (Thu 28 Oct) become four-day weekends with one day of leave on the Friday. Expect a short-trip and staycation spike around both.
- ▸Labour Day (Sat 1 May) and Christmas (Sat 25 Dec) fall on Saturdays. Under MOM's rules, employees for whom Saturday is a non-working day get another day off or a day's pay instead, so whether the Monday is free depends on the employer. MOE has set Mon 3 May and Mon 27 Dec as days off-in-lieu for schools, so families with schoolgoing children will get a long weekend either way.
- ▸CNY and National Day stretch to four days for schools. MOE also closes schools on Tue 9 Feb and Tue 10 Aug.
If you employ staff yourself, our leave entitlement calculator is a free way to check what you owe.
Month-by-month: what to run and when to start
January
| Date | Event | Campaign that suits it | Start planning |
|---|---|---|---|
| Fri 1 Jan | New Year's Day | "New year, new routine" offers: fitness, tuition, home organisation, health checks | Early Dec 2026 |
| Mon 4 Jan | School reopens | Back-to-school bundles, enrichment trial classes, student-care enquiries | Nov 2026 |
| Through Jan | CNY run-up | Hamper pre-orders, reunion dinner bookings, spring-cleaning and renovation deadlines | Oct–Nov 2026 |
January is mostly a CNY month in disguise. Home services, bakeries, salons and renovation firms should push "book before CNY" cut-offs from the first week, because demand peaks while capacity doesn't grow.
February
| Date | Event | Campaign that suits it | Start planning |
|---|---|---|---|
| Sat 6 – Mon 8 Feb | Chinese New Year | Interactive fortune quiz, ang bao draw, lo hei bookings, gifting | Brief by mid-Nov 2026 |
| Sun 14 Feb | Valentine's Day | Dining, florists, gifting: falls in CNY week, so keep it light | Early Jan |
| Sat 20 Feb | Chap Goh Mei | Closing-of-CNY promotion, last call for reunion-style bookings | Early Jan |
| Feb–Mar | Ramadan | Iftar menus, bazaar pop-ups, Hari Raya pre-orders | Dec 2026 |
CNY 2027 is about 14 weeks from today. For a custom interactive mechanic, brief by mid-November. Our CNY campaign ideas guide has 11 ideas and a week-by-week timeline. If you're planning a lucky draw, read the GRA lucky draw rules first.
Ramadan overlaps CNY in 2027. Ramadan runs for about a month before Hari Raya Puasa on 10 March, so the two seasons share February. The exact start is confirmed by MUIS, so don't print a date until they announce it. For F&B and retail, plan two creative tracks rather than one generic "festive" message.
Valentine's Day lands exactly one week after CNY Day 2, still inside the 15 days of Chinese New Year. Many households will still be visiting relatives. Treat it as a smaller moment than usual and don't book your heaviest ad spend that week.
March
| Date | Event | Campaign that suits it | Start planning |
|---|---|---|---|
| Wed 10 Mar | Hari Raya Puasa | Baju kurung and home-refresh promotions, open-house catering, kuih pre-orders | Dec 2026 – Jan 2027 |
| Sat 13 – Sun 21 Mar | March school holidays | Kids' workshops, family dining deals, short holiday camps | Jan |
| Fri 26 – Sun 28 Mar | Good Friday long weekend | Staycations, short trips, weekend events | Feb |
Hari Raya Puasa falls just three days before the school holidays start, so the week of 8 March is unusually busy for family spending. Catering, bakeries and fashion should open pre-orders by early February. For Muslim customers, being clear about halal status matters more than clever copy: say plainly whether you are MUIS-certified, Muslim-owned or neither.
April
No public holidays and no school holidays. This is a quiet month for consumer attention, which makes it a good one for work that pays off later: refreshing your Google Business Profile, fixing your website and briefing the June holiday and National Day campaigns.
May
| Date | Event | Campaign that suits it | Start planning |
|---|---|---|---|
| Sat 1 May | Labour Day | Staff appreciation, B2B thank-you content | Apr |
| Sun 9 May | Mother's Day | Dining, beauty, wellness and gifting | Late Mar |
| Sat 15 – Mon 17 May | Hari Raya Haji long weekend | Respectful greetings; short-trip and family-dining offers | Apr |
| Thu 20 May | Vesak Day | Quiet, respectful acknowledgement; vegetarian menus if they're genuine | Apr |
| Sat 29 May onwards | June school holidays begin | Holiday programmes, family attractions, tuition crash courses | Mar – Apr |
May is crowded: Mother's Day, two public holidays and the start of the school holidays fall within three weeks. Beauty and F&B businesses usually get the most from Mother's Day. Enrichment centres should already be taking holiday bookings.
June
| Date | Event | Campaign that suits it | Start planning |
|---|---|---|---|
| To Sun 27 Jun | June school holidays | Family experiences, camps, staycation bundles | Mar – Apr |
| Wed 9 Jun | Dragon Boat Festival | Rice dumpling (zongzi) pre-orders, heritage content | Apr |
| Sun 20 Jun | Father's Day | Dining, grooming, gadgets, experiences | May |
The June holidays are the year's longest mid-year break, at four weeks. Many families travel, so reach often drops in the middle two weeks. Front-load your spend into the first week and the last.
July
| Date | Event | Campaign that suits it | Start planning |
|---|---|---|---|
| Sun 4 Jul (Mon 5 Jul school holiday) | Youth Day | Student and youth offers | Jun |
| Date TBC | Singapore Retail Festival | Retail promotions under the national banner | When SRA announces |
| Through Jul | National Day build-up | SG-themed content, local-pride campaigns | May – Jun |
About the Great Singapore Sale: the national retail event now runs as the Singapore Retail Festival, organised by the Singapore Retailers Association. A Ministry of Trade and Industry speech put the 2026 edition at 4 to 26 July 2026. The 2027 dates are to be confirmed by the Singapore Retailers Association. Don't assume it will be in July again.
August
| Date | Event | Campaign that suits it | Start planning |
|---|---|---|---|
| Mon 2 – Tue 31 Aug | Seventh lunar month | Avoid launches some customers see as unlucky (weddings, renovation starts, property) | Plan around it from Jun |
| Sat 7 – Mon 9 Aug | National Day long weekend | Interactive SG-themed quiz or game, local-pride bundles | Brief by early Jun |
| Tue 10 Aug | School holiday (day after National Day) | Family outings | Jul |
National Day is the most crowded content day of the year. A simple interactive piece, such as a "how Singaporean are you" quiz, tends to travel further than another flag graphic. The seventh month runs right alongside it, which matters for renovation, bridal and property businesses: many customers delay big commitments until September.
September
| Date | Event | Campaign that suits it | Start planning |
|---|---|---|---|
| Fri 3 Sep | Teachers' Day | Gifting, appreciation content | Aug |
| Sat 4 – Sun 12 Sep | September school holidays | Short family programmes | Jul |
| Thu 9 Sep | 9.9 sales | Marketplace promotions, first year-end offer | Jul – Aug |
| Wed 15 Sep | Mid-Autumn Festival | Mooncake pre-orders, lantern events, corporate gifting | Jun – Jul |
Mooncake corporate orders are often decided in July and August, well before the festival. If you sell to companies, your pitch needs to land by mid-July.
October
| Date | Event | Campaign that suits it | Start planning |
|---|---|---|---|
| Fri 8 Oct | Children's Day (primary schools) | Kids' promotions, family dining | Sep |
| Sun 10 Oct | 10.10 sales | Marketplace promotions, early year-end deals | Aug |
| Thu 28 Oct | Deepavali | Festive wear, sweets, home-refresh, open-house catering | Brief by Jul – Aug |
| Sun 31 Oct | Halloween | Events, F&B themes | Sep |
Deepavali is a season of about six weeks centred on Little India, not a single day. Our Deepavali marketing ideas cover what respectful campaigns look like. Deepavali on a Thursday also means a likely four-day weekend for many, so time travel and staycation offers to match.
November
| Date | Event | Campaign that suits it | Start planning |
|---|---|---|---|
| Thu 11 Nov | 11.11 / Singles' Day | Bundles, gifts with purchase, early-access lists | Brief by early Sep |
| Sat 20 Nov onwards | Year-end school holidays | Holiday camps, family travel, enrichment trials for 2028 | Aug – Sep |
| Fri 26 Nov | Black Friday | Online and in-store promotions | Sep |
| Mon 29 Nov | Cyber Monday | Online-only offers, last call | Sep |
From 11.11 to Cyber Monday is just 18 days, so many SMEs run one connected campaign instead of three separate sales. See our 11.11 and Black Friday promotion ideas for offers that don't rely on slashing prices.
December
| Date | Event | Campaign that suits it | Start planning |
|---|---|---|---|
| Sun 12 Dec | 12.12 sales | Final online sale of the year | Oct |
| Fri 24 – Sun 26 Dec | Christmas weekend | Gifting, dining, year-end events | Brief by Sep – Oct |
| Mon 27 Dec | School day off-in-lieu for Christmas | Family outings | Oct |
| Fri 31 Dec | New Year's Eve | Countdown events, 2028 offers | Oct |
Christmas Day is a Saturday, so the last full gifting weekend before it is likely to be 18 and 19 December. Our Christmas marketing ideas has a full October-to-December timeline. December is also when you should brief CNY 2028.
Lead times: how far ahead to start
The tables above assume these rough lead times. They're directional, not rules.
| What you're making | Typical lead time |
|---|---|
| Social posts and greetings | 1–2 weeks |
| Paid ad campaign with new creative | 3–4 weeks |
| New landing page for an offer | 3–5 weeks |
| Single-mechanic interactive game or quiz | 4–6 weeks from brief to live |
| Lucky draw with prizes, rules and PDPA consent | 4–6 weeks |
| Anything needing mall space, printed packaging or retail partners | 3 months or more |
For reference, our Yeo's Flavour Arcade for CNY 2026 went from brief to live in 4 weeks. That was a focused, single-mechanic quiz, and it was played by 4,000+ people across 6,300+ sessions, almost all on mobile. Four weeks is achievable, but it leaves no slack. Six is safer, especially over December.
Ad costs usually rise in the two weeks before CNY, 11.11 and Christmas, when big brands bid for the same audiences. If your budget is small, put more into the build-up weeks and less into the final days.
Five mistakes we see every year
- ▸Treating every date as equal. An SME that posts for 30 occasions usually does none of them well. Pick three or four that fit your customers and do them properly.
- ▸Starting from the holiday, not the run-up. Shopping happens before the day. By CNY Day 1 or Deepavali morning, families are visiting, not browsing.
- ▸Printing unconfirmed dates. Lunar-based and religious dates, the start of Ramadan for example, can shift or be confirmed late. Wait for the official source, and don't copy a date from a blog, including this one, without checking.
- ▸Forgetting the seventh month. Renovation, bridal and property businesses that launch big campaigns in August often pay for attention they can't convert until September.
- ▸Running a contest without reading the rules. Lucky draws in Singapore fall under the GRA's trade promotion class licence. Entry must be free, the rules must be published and records must be kept. It isn't hard, but it isn't optional either.
Plan one or two moments properly
You don't need a campaign for every date on this calendar. Most SMEs do best with one big seasonal moment, usually CNY or the year-end run, plus a couple of smaller ones that suit their customers.
If you'd like a second opinion on which 2027 dates are worth your budget, or want to see what an interactive campaign could do for one of them, take a look at our interactive campaigns work. Or message us on WhatsApp: tell us what you're trying to do and we'll say honestly whether it's worth doing, and how early you'd need to start.
Jerry Chen
LinkedInCo-Founder & Creative Director
Jerry Chen is Co-Founder and Creative Director of Rampage Connect, a Singapore digital marketing and web studio. He works across client engagements — from lead generation, conversion-focused websites, and SEO with AI visibility for Singapore businesses, to custom brand games and activations for FMCG brands across Southeast Asia. Everything is built in-house. Jerry's approach is rooted in one belief: the best marketing is something people choose to engage with, not an ad they scroll past. That standard runs from the everyday work — a website visitors don't bounce from, an ad measured by cost per enquiry — through to the studio's premium tier of interactive brand games and immersive experiences, where the craft first took shape. His work spans performance campaigns for Singapore SMBs and CNY activations, heritage festival experiences, and loyalty-integrated game mechanics for regional brands — always with the same guiding question: what does the customer do next, and what did it cost to get them there?
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