2026 calendar, highlighting the key dates of a gift card program

The year 2025 got off to a strong start for European e-commerce. In 2024, the European B2C e-commerce market reached €819 billion, up +7% year over year, confirming a return to structurally healthy growth driven primarily by transaction volumes rather than inflation.

This positive momentum continued into early 2025, with growth remaining solid across most regions, albeit at different speeds. While average order values have slightly declined in several mature markets — particularly for physical goods — this trend has been largely offset by higher purchase frequency and increasing transaction volumes.

The services segment remains the main growth engine, posting double-digit growth in many European countries, fueled by travel, leisure and digital services. Product categories continue to grow at a more moderate pace, reflecting more selective consumer behavior. Travel and beauty stand out as particularly resilient and dynamic sectors, while apparel shows signs of stagnation, under pressure from price competition and shifting consumption habits.

In short, e-commerce across Europe is not slowing down — it is maturing. And in a more competitive, more fragmented landscape, sustaining growth into 2026 will require brands to anticipate demand, activate the right commercial moments, and differentiate beyond price. Below are the key retail events brands should integrate into their 2026 planning roadmap.

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Promoting your gift card program

During certain periods, it is customary to offer gifts. Consumers are more likely to buy and give gift cards during these times. However, it is essential for them to be aware that a brand offers gift cards. Therefore, it is important not to miss the opportunity and to anticipate these peak times. For each of these high-potential periods, you need to work on your gift card program, make the card visible on your website or in your stores, and promote it by launching marketing campaigns.

Christmas and year-end holidays: the most crucial period

The holiday period remains the most important time of year for gift card sales.

Between early November and December 24th, more and more shoppers turn to gift cards as the ideal budget-friendly, last-minute, or “can’t-go-wrong” option. Brands can see their gift card revenue multiply by up to 10x during this period, provided they actively promote it (email, paid media, retail activation, affiliate partners, etc.).

Key dates to anticipate in 2026:

• Black Friday: November 27, 2026
• Cyber Monday: November 30, 2026
• Christmas & last-minute shopping: December 1–24, 2026

 → Brands working with third-party distributors should plan Q4 campaigns as early as June to secure maximum visibility.

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Valentine's Day: the date not to miss

Valentine’s Day falls on February 14, every year — a key gifting moment in the US, UK and globally.

In 2025:

• 36% of French consumers said they would celebrate it
  
  
• The average budget per gift reached €154, up +€12 vs last year  
• Flowers, dining, jewelry and chocolate dominate, but gift cards are growing as a no-risk, personalizable choice.

In 2025, the average digital gift card activated on Valentine’s Day was €62, compared to €39 in-store, confirming the rise of last-minute online gifting

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Significant events: Mother's Day, Father's Day, Grandparents' Day...

These occasions are big revenue drivers in most English-speaking countries — particularly for sectors like beauty, home, fashion, and mass retail.

·       Mother’s Day (US/Canada: May 10, 2026 • UK: March 15, 2026) :
In 2025, 88% of people planned to buy a gift for Mother’s Day, with an average budget of €77 per person. Beauty and flower retailers often see sales spikes — and gift cards are highly relevant for late buyers.

·       Father’s Day (US/UK/Canada: June 21, 2026) :
While slightly smaller than Mother’s Day, 67% of people planned to buy a gift, with a budget of €76 on average. Again, gift cards are excellent for last-minute conversion and client acquisition.

·       Grandparents’ Day (US: September 13, 2026 • UK: October 5, 2026) :
Another opportunity for brands in segments such as books, hobbies, food, beauty, and wellness.

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Back to school: the right time

Back-to-school (late August to early September) isn’t an official holiday, but it’s a major commercial moment, especially for mass retail, tech, stationery, apparel, and sports.

In 2025:

• The average budget for a middle school student was €211.10, down 5.53% vs 2024  
• Total school supply costs fell -8.09% YoY, thanks to promotions and early shopping  

More and more families use gift cards as a way to offer spending flexibility and support household budgets — a strong positioning opportunity for retailers in 2026.

Sale season: an opportunity for brands

In 2026, several major promotional periods will structure the retail and e-commerce calendar across English-speaking markets:

• Winter Sales will kick off the year, running from January 2nd to early February 2026 in the UK and parts of Europe (dates vary by region).
• Amazon Prime Day is expected to take place on July 14th and 15th, 2026, offering two days of sitewide deals with strong participation from third-party sellers.
• The Back-to-School season will run from early August through early September 2026, a key sales window for fashion, tech, homeware, and grocery.
• In the US, Labor Day Weekend (from September 4th to 7th, 2026) will mark another retail peak, particularly for furniture, appliances, and travel.
• Singles’ Day, the world’s biggest online shopping festival, will take place on November 11th, 2026, gaining traction beyond Asia, especially for cross-border e-commerce.
• Black Friday, on November 27th, 2026, will remain the most anticipated deal day of the year in the US, UK, and globally, followed closely by Cyber Monday, on November 30th, 2026, which focuses on online-exclusive offers.
• To close the year, countries like the UK, Canada, and Australia will take part in Boxing Day sales on December 26th, 2026, a major opportunity for clearance and gifting campaigns just after Christmas.

Whether retail is up or down in any given season, gift cards remain one of the most versatile and conversion-friendly tactics: they drive traffic, increase basket size, re-activate lapsed customers, and help acquire new ones.

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World Days are an opportunity to speak out

International themed days can be clever moments to activate your audience — even when they seem niche.

Examples for 2026:

• World Tourism Day: September 27, 2026
  → Travel brands can spotlight destinations and run gift-card based campaigns.
• International Beer Day: August 7, 2026
• World Pasta Day: October 25, 2026

World Mental Health Day: October 10, 2026 → Restaurants, food brands, wellness and lifestyle retailers can leverage these dates for themed offers or limited edition gift cards.

2026: Sharing Key Moments in Customers' Lives

Aside from national holidays, every individual experiences key moments in their lives: a birthday, a birth, a wedding, a housewarming, retirement, and more.Brands and retailers must take these significant moments in consumers' lives into account. Naturally, preparing a campaign is impossible since these are "intimate" events specific to each person. However, brands can offer gift cards of a chosen amount to their most loyal customers for whom they know the birthday. The gift card service must always be easy to find for consumers looking for a birthday or wedding gift. Brands must be able to offer specific visuals for each event so that their customers can hit the mark with their loved ones.

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Once again, 2026 will be filled with commercial highlights that the gift card can address, providing another opportunity for brands to stand out.