2027 Singapore Marketing Calendar: Public Holidays and Shopping Dates

The brands that win Chinese New Year start planning in November. The ones that scramble in January pay more for ads, get worse production slots, and launch after customers have already decided where to spend. This calendar puts every date that matters to marketing in Singapore in 2027 in one place: public holidays, long weekends, school holidays, festive seasons and the big online sale days, with campaign ideas and lead times for each.

Quick answer: Singapore has 11 public holidays in 2027 and 5 long weekends: New Year’s Day (1 Jan), Chinese New Year (6 to 8 Feb), Good Friday (26 Mar), Hari Raya Haji (17 May) and National Day (9 Aug). Other key marketing dates are Hari Raya Puasa (10 Mar), Vesak Day (20 May), Deepavali (28 Oct) and Christmas (25 Dec), plus shopping peaks on 9.9, 10.10, 11.11, Black Friday (26 Nov), Cyber Monday (29 Nov) and 12.12. School holidays run 13 to 21 March, 29 May to 27 June, 4 to 12 September, and from 20 November to 31 December. Start planning major festive campaigns six to eight weeks ahead.

Public holiday dates are from the Ministry of Manpower’s announcement for 2027, and school dates are from the Ministry of Education. Festival dates that are not public holidays follow the lunar or religious calendar and are marked as approximate where they depend on observation. Check official sources closer to each date.

How to use this calendar

• Plan backwards from the date. Big festive campaigns need six to eight weeks for strategy, creative, production and approvals. Smaller promotions need two to four.
• Launch before the peak, not on it. Most festive shopping happens in the weeks before the day itself.
• Expect higher ad costs at peak periods. Competition for ad space rises sharply around Chinese New Year, 11.11, Black Friday and the year-end season. Budget for it, or build audiences earlier when costs are lower. See our guide to Google Ads budget planning.
• Pick your moments. You do not need to run a campaign for every date. Choose the three to six that genuinely fit your customers and your products.

Put the dates you choose straight into your marketing plan.

2027 public holidays in Singapore

Long weekends matter for marketing. They drive short trips abroad, staycations, dining out and family outings, and they also mean fewer people at their desks. B2B campaigns and email sends usually perform better avoiding them.

2027 school holidays

Scheduled school holidays: Monday 5 July (after Youth Day), Tuesday 10 August (day after National Day), Friday 3 September (Teachers’ Day), and Friday 8 October (Children’s Day, primary schools only).

School holidays reshape family spending: travel, enrichment classes, attractions, dining and kids’ products rise, while tuition and education businesses do most of their enrolment marketing just before terms start.

2027 shopping and sale dates

Recurring: many platforms and retailers also run payday sales at the end of each month.

About the Great Singapore Sale: the traditional centrally organised Great Singapore Sale is no longer run in its original format. The Singapore Retailers Association replaced it with the Singapore Retail Festival, and many malls and brands now run their own mid-year promotions instead. Check the association’s announcements for 2027 dates.

Month-by-month campaign calendar

January

Campaign ideas: new year, new habits offers (fitness, wellness, finance, learning). Back-to-school products in the first week. Chinese New Year campaigns should already be live, including gift sets, hampers, reunion dinner bookings and festive promotions.

February

Campaign ideas: Chinese New Year gifting, hampers and reunion dining. Valentine’s Day falls a week after Chinese New Year, so plan both together rather than back to back. Ramadan campaigns begin: iftar dining, Hari Raya fashion and gifting, and bazaar-season promotions.

March

Campaign ideas: Hari Raya Puasa gifting, fashion, home and food campaigns, with content timed before the holiday. Women’s Day campaigns work best when they are substantive rather than a discount with a pink banner. Family activities and short trips over the March holidays and Good Friday weekend.

April

Campaign ideas: a quieter month, which makes it a good time for brand-building, content and SEO work, and for testing creative before the busy mid-year period. Mother’s Day campaigns should be in production.

May

Campaign ideas: Mother’s Day is one of the strongest dining, flowers, beauty and gifting moments of the year, and campaigns should run from late April. Plan June holiday travel, camps and enrichment campaigns now. Keep Vesak Day communications respectful and low-key.

June

Campaign ideas: mid-year sales (6.6 and 6.18), Father’s Day gifting and dining, rice dumpling promotions for the Dragon Boat Festival, and family and kids’ activities throughout the holidays.

July

Campaign ideas: mid-year retail promotions, and National Day campaigns in production. Mid-year is also when year-end sales strategy, Q4 budgets and creative planning should begin.

August

Campaign ideas: National Day campaigns with genuine local pride, local produce, “made in Singapore” angles, and community content. Avoid heavy-handed flag-waving that feels forced. During the seventh lunar month, some customers postpone weddings, property purchases, moving house and major launches, so businesses in those sectors often shift budget to before or after it.

September

Campaign ideas: mooncake and Mid-Autumn gifting, which starts selling weeks before the festival. 9.9 kicks off the online sales season. Finalise 11.11, Black Friday and year-end campaigns this month, and start building retargeting audiences before ad costs climb.

October

Campaign ideas: Deepavali gifting, fashion, sweets and home campaigns, with content running through October. 10.10 sales. Halloween events and experiences. Year-end holiday travel and staycation campaigns start as families plan for November and December.

November

Campaign ideas: the heaviest online shopping month of the year. Tease 11.11 deals in advance and collect sign-ups beforehand. Black Friday and Cyber Monday campaigns follow two weeks later, so plan them as one season rather than separate scrambles. Christmas gifting and corporate gifting campaigns start. Chinese New Year 2028 planning should begin now.

December

Campaign ideas: 12.12, last-minute Christmas gifting (with clear delivery cut-off dates), festive dining and events, year-in-review content, and New Year’s Eve celebrations. B2B engagement drops sharply in the second half of December.

2027 at a glance by quarter

Which dates matter for your industry

For industry-specific tactics, see our guides to social media marketing for F&B and getting more diners for your restaurant.

Cultural notes that affect your creative

• Chinese New Year: auspicious colours and phrases work, but avoid imagery or wording associated with bad luck. Mandarin and bilingual creative often performs well.
• Ramadan and Hari Raya: respect fasting hours in food content timing and imagery, and be accurate with greetings and halal claims.
• Deepavali: celebrate with care and accuracy rather than generic “festival of lights” stock imagery.
• Good Friday and Vesak Day: solemn religious observances; keep promotional messaging low-key.
• Seventh lunar month: some customers avoid major purchases and celebrations; adjust timing for high-commitment offers.
• National Day: authenticity beats patriotic clichés.

Pre-campaign checklist

• Date chosen and campaign goal defined
• Launch date set early enough (six to eight weeks for major festivals)
• Offer decided, including gifts, bundles or a gift with purchase rather than discount only
• Creative adapted per platform (Instagram, TikTok, Facebook, Xiaohongshu where relevant)
• Landing page or product pages ready and tested on mobile
• Delivery and stock cut-off dates published for gifting occasions
• Ad budget adjusted for peak-period costs
• Tracking set up so you can measure results
• Customer messaging ready for enquiries, for example through WhatsApp Business
• Post-campaign review scheduled

Frequently asked questions

How many public holidays does Singapore have in 2027?

Singapore has 11 public holidays in 2027. Because Chinese New Year falls on a Saturday and Sunday, Monday 8 February is also a public holiday.

What are the long weekends in Singapore in 2027?

There are 5: New Year’s Day (1 to 3 January), Chinese New Year (6 to 8 February), Good Friday (26 to 28 March), Hari Raya Haji (15 to 17 May) and National Day (7 to 9 August). Vesak Day and Deepavali fall on Thursdays, so one day of leave creates a four-day weekend.

When is Chinese New Year 2027?

Chinese New Year falls on Saturday 6 and Sunday 7 February 2027, with Monday 8 February as a public holiday. Campaigns should be live from early to mid-January.

When are the 2027 school holidays in Singapore?

March holidays run 13 to 21 March, June holidays 29 May to 27 June, September holidays 4 to 12 September, and year-end holidays from 20 November to 31 December.

When is 11.11 and Black Friday in 2027?

11.11 is on Thursday 11 November 2027. Black Friday is Friday 26 November and Cyber Monday is Monday 29 November.

Is the Great Singapore Sale still happening?

Not in its original centrally organised format. The Singapore Retailers Association replaced it with the Singapore Retail Festival, and many malls and retailers run their own mid-year promotions.

How far in advance should I plan festive campaigns?

Six to eight weeks for major festivals such as Chinese New Year, Hari Raya, Deepavali, 11.11 and Christmas, and two to four weeks for smaller promotions. Plan Q1 campaigns in November and December of the previous year.

Plan your 2027 campaigns early

The best festive campaigns are decided months before customers see them. If you want a 2027 campaign calendar built around your business, with content, ads and landing pages ready before each peak, talk to MediaPlus Digital. Explore our social media marketing and digital marketing services, and read our social media trends in Singapore guide.