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Big shopping holidays for eCommerce stores like Black Friday and Christmas get all the attention, but they’re not the only ones that drive revenue.
Overlooked Q4 shopping holidays like Small Business Saturday or Free Shipping Day can bring in tons of shoppers, boost holiday sales, and create opportunities for personalized promotions.
We’ll show you how to prepare for these shopping dates, why they deserve a spot on your marketing calendar, and which holiday could be your next big sales driver this season.
Check out our eCommerce holiday marketing calendar for a complete list of key shopping events, like Valentine’s Day, Black Friday, and Christmas.
Halloween
Source: The Linens Company
Date: October 31, 2025
Many brands skip Halloween when planning their holiday campaigns, assuming it only makes sense for stores that sell costumes or candy. But even if you don’t cater to trick-or-treating needs, you can still tap into the excitement of the season.
Halloween isn’t just for kids – it’s a cultural moment tied to family, self-expression, and fun. That makes it one of the most playful online shopping holidays and a perfect opportunity to offer special deals on fall-themed products, accessories, or limited-edition designs.
What can you do?
Don’t wait until October 31 to start your Halloween campaign. Opt for a few weeks early – around the beginning of October – to catch shoppers and drive sales before the main event.
Halloween-themed designs don’t need to be spooky. Even simple graphics like a black cat or an orange pumpkin work well. You can also target a broader audience with fall-related elements like autumn leaves.
With Printful’s Design Maker, you can easily create custom products and add ready-to-use Halloween-related clipart – no design skills needed.
Since this holiday is all about having fun, consider hosting a social media costume contest with your designs. Encourage users to share their looks for a chance to win products or a gift card, building engagement and attracting new followers beyond October.
Singles’ Day
Source: SmartrMail
Date: November 11, 2025
Singles’ Day is a popular celebration in China, but many brands worldwide now use it as an opportunity to kick off early holiday sales and tap into the growing trend of self-gifting.
In fact, a recent report shows that 14% of US consumers plan to start their gift-giving shopping on Singles’ Day.
Keep in mind: November 11 is also Veterans Day in the US and Remembrance Day in Canada, so it’s important to consider your audience when crafting marketing campaigns.
What can you do?
For US-based eCommerce stores, Singles’ Day can be a smart way to soft-launch your end-of-year campaigns and get ahead of the holiday shopping season.
For example, run a “Treat Yourself” sale. With bigger holiday sales coming up, use this moment to get the ball rolling with smaller discounts, like 10%-15% off select products.
It’s a simple way to engage your audience, boost early website traffic, and get your store into the holiday mindset.
Singles’ Day is also a great time to try new ideas, test early trends, and gather performance insights before things get busy around Thanksgiving. Use it as a testing ground for new product categories, messaging, or price points to see what most consumers respond to.
Small Business Saturday
Source: Instagram/unionavebooks
Date: November 29, 2025
Small Business Saturday falls in the middle of Cyber weekend, right after Black Friday and before Cyber Monday.
The day celebrates independent brands and encourages shoppers to buy from local stores rather than big-box retail companies.
And shoppers are eager to support it. Studies show that $68 out of every $100 spent at small businesses stays in the local economy. That loyalty makes Small Business Saturday a golden opportunity for your store to show appreciation to your customer base and run special offers.
What can you do?
Here are some ideas to make the most of Small Business Saturday:
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Take advantage of the Shop Small Studio downloadable marketing materials provided by American Express. Use these customizable visuals for your campaigns.
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Post short videos on TikTok or Instagram Reels. The platforms’ algorithms push engaging content to a broader audience, giving your brand more visibility without needing a huge ad budget.
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Build urgency with “one-day-only” messaging that makes customers feel part of a special celebration.
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Reward repeat customers with loyalty perks or early access to future holiday campaigns.
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Share testimonials or user-generated content on social media to attract new shoppers.
Green Monday
Date: December 8, 2025
Green Monday is an online shopping day that falls on the second Monday in December. It’s one of its biggest sales days of the year.
Last-minute buyers rush to finish their holiday shopping before New Year’s Day, making it a huge cash-grab opportunity for sellers.
What can you do?
With Christmas just weeks away, many consumers use Green Monday to finish their gift-giving shopping. That makes it a perfect moment for your store to:
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Highlight holiday order deadlines so customers know exactly when to buy for on-time delivery. If you run a dropshipping business, confirm the final order date with your suppliers for Christmas.
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Run a “last chance for guaranteed delivery” campaign. Frame it as a final opportunity to grab special deals before the shipping cutoff.
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Use social media reminders and email countdowns to drive clicks and keep your brand top of mind for Christmas gift shopping.
Printful merchants – watch for our holiday deadline announcements in the fall and plan your campaigns early.
Free Shipping Day
Source: Omnisend
Date: December 14, 2025
Free Shipping Day is the holiday hero for procrastinators – many online stores remove shipping fees to maximize holiday sales.
Shoppers get their gifts on time without paying extra, and merchants ride the wave of the season’s last-minute buying frenzy.
What can you do?
As long as you can guarantee delivery by Christmas Eve, Free Shipping Day is a great chance to boost holiday sales. In fact, 43% of shoppers are less likely to buy from a store without this offer.
With Printful, you can set up free shipping by enabling the Free shipping on your storefront toggle and adjusting the retail price to include the delivery cost.
To get the most out of this promo, add an announcement bar to your website so shoppers see the deal right away.
Super Saturday
Date: December 20, 2025
Super Saturday – the last Saturday before Christmas – is one of the busiest shopping days of the year.
Traditionally big in Canada, it’s now gaining traction in the US and the UK as shoppers use the day to grab quick gifts and take advantage of holiday deals.
What can you do?
Although it’s very last-minute, many shoppers intentionally wait for Super Saturday, hoping for huge deals both in-store and online.
If your store can still guarantee delivery before Christmas Eve, highlight that deadline clearly and frame your offer around “last chance” urgency.
If delivery isn’t possible, shift the focus. Market gift cards or create offers that encourage customers to shop for themselves – a growing trend after weeks of holiday shopping for loved ones. Messaging like “You made the nice list too” works well here.
Boxing Day 
Source: Moosend
Date: December 26, 2025
Boxing Day is a major shopping holiday in countries like Canada, Australia, and New Zealand.
Businesses take this opportunity to draw in customers who are off work and ready to spend their Christmas cash or end-of-year bonuses.
What can you do?
People often use Boxing Day to exchange gifts that didn’t work out, buy items they missed before Christmas, and grab products that weren’t discounted earlier but are now available at a lower price.
For sellers, this is a great opportunity to clear stock. If you have seasonal designs, market your sale as a last call before new collections arrive. Highlight limited quantities to push faster conversions.
Profit beyond Black Friday Cyber Monday
Don’t miss your chance to cash in during these overlooked shopping holidays for eCommerce stores.
Create enticing marketing campaigns and connect with shoppers at different stages – whether they’re buying gifts, treating themselves, or preparing for the New Year.
When you look beyond the major shopping events, you’ll uncover multiple chances to grow your store and finish the holiday season strong. Just be sure to match your promotions with buyers’ needs, use timely messaging, and communicate clearly about shipping and delivery.
FAQ
The Black Friday-Cyber Monday (BFCM) weekend is the biggest shopping holiday of the year for eCommerce stores. Shopify-powered brands alone drove $11.5 billion in sales over this period last year, a 24% increase from the year before.
That’s because BFCM has evolved into a multi-day shopping event, not just two standalone days. Many companies start launching holiday campaigns as early as the beginning of November, building up to Thanksgiving weekend.
Back in the day, Black Friday got its name from police officers describing the madness after Thanksgiving – huge crowds, traffic jams, and chaos in the streets.
But retailers gave the name a more positive spin. In business, being “in the black” means making a profit. The Friday after Thanksgiving brought a significant surge in holiday shopping for many retailers, and the name has stuck ever since.
Maisha is a content writer with 6+ years of experience in turning complex topics into clear, search-optimized content. She believes readability always wins, no matter how SEO trends shift. Outside of writing, she’s usually trying new recipes (but never following them), watching niche YouTube videos, or planning food-fueled adventures.
