Key dates for business planning in 2026

Thursday 1 January: New Year’s Day (Public Holiday)

The start of the new year is a great opportunity for businesses to kick off their promotional activities with fresh sales or special offers. Many businesses use the month of January to launch new products or services.

Friday 16 - Sunday 25 January: Tour Down Under

The Tour Down Under is Australia's premier international cycling event, attracting thousands of visitors and sports fans to South Australia. It's a fantastic time for metro and regional businesses to capitalise on the influx of tourists and cycling enthusiasts.

Monday 26 January: Australia Day (Public Holiday)

Australia Day is a national holiday observed across the country, but may be sensitive for many people, particularly Aboriginal and Torres Strait Islander peoples. Ensure any business strategy involving this public holiday is carefully considered and respectful to First Nation Australians.

Tuesday 27 January: Term 1 begins for state schools

The Term 1 back to school rush is prime time for retailers that sell school supplies, electronics, shoes and sporting goods. Consider special promotions and ‘back-to-school’ campaigns to leverage this period of need. Be sure to stand out from the crowd, as this period becomes saturated with messaging.

Wednesday 4 March: International Women's Day (IWD)

International Women’s Day celebrates the achievements of women and promotes gender equality. Many businesses use this day to highlight female empowerment and support women’s causes, often aligning activities to the specific theme for each year.

Monday 9 March: Adelaide Cup Day (Public Holiday)

The Adelaide Cup is a horse race typically hosted on the second Monday of March. It’s one of the city’s biggest racing events, drawing large crowds to the track and related venues. It’s a day of fashion, food, and festivities.

Friday 6 - Monday 9 March: WOMADelaide

WOMADelaide is a world-renowned music festival celebrating diverse global sounds, cultures, and arts. With thousands of attendees, it's an excellent time for local businesses to engage with a vibrant and diverse audience.

Monday 16 - Sunday 22 March - Harmony Week

Harmony Week is dedicated to celebrating multiculturalism and fostering belonging.

Sunday 10 May: Mother’s Day

Businesses offering giftable products or services that have a high appeal to women often see increased demand leading up to this day. Be aware that for some people, Mother’s Day can be a difficult day and consider whether your audience can ‘opt out’ of Mother’s Day related communications.

Wednesday 27 May to Wednesday 3 June: National Reconciliation Week

National Reconciliation Week is an important time to reflect on the relationship between First Nations peoples and the wider Australian community. It’s an opportunity for businesses to show support for reconciliation through meaningful initiatives, collaborations, and events that promote understanding, inclusion, and respect.

May: Federal Budget 2026-27

The federal budget details the intended expenditures of the government into the local economy and any financial assistance toward the cost-of-living and business operations.

Saturday 4 July – Sunday 19 July: Term 2 School Holidays

A winter break perfect for promoting indoor experiences, warm comfort foods, and family-friendly activities. Consider special offers to draw families seeking school holiday fun.

Sunday 5 – Sunday 12 July: NAIDOC Week

NAIDOC Week is a celebration of the history, culture, and achievements of Aboriginal and Torres Strait Islander peoples. Small businesses can use this week to participate in local events, or highlight Indigenous products and suppliers, fostering a deeper connection with the community and celebrating Australia’s rich cultural diversity.

Sunday 7 September: Father’s Day

Consumers will be on the look-out for gifting opportunities to celebrate the fathers in their lives. Retailers specialising in camping, sporting, electronic or similar types of goods see a particular influx of demand and should promote their offering with appeal towards this day. As with Mother’s Day, Father’s Day can be a difficult day for some people, so please consider if your customers can ‘opt out’ of Father’s Day related communications.

Saturday 26 September – Sunday 11 October: Term 3 School Holidays

Spring holidays bring families outdoors. Focus your marketing on travel, adventure, and outdoor experiences to tap into this active and vibrant period.

Sunday 8 November: Diwali

Known as the Festival of Lights, Diwali is celebrated by many South Asian communities. Businesses can embrace the festive atmosphere with special promotions, events, or products that reflect the joy and vibrancy of this occasion.

Wednesday 19 November: International Men’s Day

International Men’s Day is an opportunity to celebrate the positive contributions men make to society and to raise awareness around issues that impact men’s health and well-being.

Thursday 26 - Sunday 29 November: bp Adelaide Grand Final

The bp Adelaide Grand Final is one of Australia’s premier motorsport events, drawing large crowds for high-speed racing, concerts, and festivities. It’s a key event on the South Australian calendar, attracting motorsport fans from across the country.

Friday 27 November: Black Friday

Black Friday marks the unofficial start of the holiday shopping season. Retailers offer some of their steepest discounts of the year, attracting bargain-hungry consumers.

Monday 30 November: Cyber Monday

Following Black Friday, Cyber Monday focuses on online shopping. E-commerce businesses can leverage a significant increase in web traffic and buying intent during this period through special deals and marketing campaigns.

Afterpay Day(s) - Seasonal

Depending on your business and target audience, you may want to align with Afterpay Days. These are periods when customers using the ‘buy now, pay later’ service are more likely to make purchases.