Asia E-commerce Calendar 2027: Every Mega Sale and Holiday by Country

This matters because shoppers in Asia wait for these events. Brands that show up late find ad costs high, stock stuck in transit and creators already booked. Brands that plan early ride the wave. Below is the full year, quarter by quarter and country by country, plus a planning timeline you can copy.

Key Takeaways

• The double-day sales (when the day matches the month, like 9.9 and 11.11) are the backbone of the Asia ecommerce calendar 2027 on Shopee, Lazada and TikTok Shop.
• Lunar New Year falls on Saturday, February 6, 2027, and Ramadan is expected to start a day or two later, so January and early February will be crowded and busy.
• Eid al-Fitr is expected around March 9 or 10, 2027, which drives big spending in Indonesia and Malaysia in the weeks before.
• Diwali falls on October 29, 2027, and India's big festive sales usually start weeks earlier.
• Factories and couriers slow down or close around Lunar New Year and Eid, so order stock early.
• Religious holiday dates depend on moon sightings and official announcements, and platforms set their own sale dates, so always confirm before you lock budgets.

How to Use This Asia E-commerce Calendar

A quick word on accuracy before the dates. Fixed dates like 11.11, Christmas or Thailand's Songkran do not move. Lunar dates like Lunar New Year and Mid-Autumn are known in advance. Islamic holidays like Ramadan and Eid depend on moon sightings, so the dates below are estimates that can shift by a day. Governments also publish their official holiday lists, often late in the prior year, and sometimes add bridge days.

Platform events are different again. Shopee, Lazada, TikTok Shop, Amazon, Rakuten and Flipkart announce their own campaign dates and themes, and these can change from year to year. Treat this guide as your planning map as of late 2026, then confirm the exact dates with each platform's seller center a few months ahead.

The Double-Day Mega Sales: Your Monthly Rhythm

In Southeast Asia, almost every month has a mega sale on the matching date. Here is how they typically rank in importance:

• Highest: 9.9, 10.10, 11.11 and 12.12. These are the "big four" of the second half, and 11.11 is often the biggest single day.
• Strong: 3.3, 6.6 (mid-year), 7.7 and 8.8, plus any month a platform chooses for a birthday sale.
• Steady: 1.1, 2.2, 4.4, 5.5. Smaller, but useful for testing new products and offers.

Two other recurring windows matter:

• Mid-month sales around the 15th
• Payday sales from around the 25th to the end of the month, when many workers in the region get paid

In 2027, 9.9 and 11.11 both fall on a Thursday, 10.10 and 12.12 both fall on a Sunday. Weekend sale days often see heavier traffic, so 10.10 and 12.12 may be especially busy.

Q1 2027 Calendar: January to March

The first quarter of 2027 is unusually packed because Lunar New Year and the start of Ramadan land almost on top of each other.

January

• January 1 (Friday): New Year's Day and 1.1 sales across the region.
• Mid to late January: Pre-Lunar New Year shopping peak. In Vietnam, China, Singapore, Malaysia and Korea, shoppers buy gifts, food, clothes and home goods. This is often the busiest stretch of the year for gifting brands.
• Late January: Couriers and factories start to slow down ahead of the holiday.

February

• February 2: 2.2 sales.
• February 6 (Saturday): Lunar New Year. Vietnam's Tet holiday is expected to run from about February 4 to 10, Korea's Seollal break runs from February 6 to 9 (including a substitute day), and China's Spring Festival holiday covers the same week. Expect slow deliveries and closed factories for one to three weeks around this date.
• Around February 8: Ramadan is expected to begin. In Indonesia and Malaysia, Ramadan is one of the biggest shopping seasons of the year, with heavy spending on food, fashion, gifts and home goods ahead of Eid.
• February 14 (Sunday): Valentine's Day, strong for gifts, beauty and dining.
• February 22: Saudi Founding Day, a growing retail moment in Saudi Arabia.

March

• March 3: 3.3 sales.
• March 8: International Women's Day, a big gifting day in Vietnam. It is also Nyepi (Day of Silence) in Bali, when the island shuts down, so do not plan deliveries or ads there that day.
• Around March 9 or 10: Eid al-Fitr (Hari Raya Aidilfitri in Malaysia, Lebaran in Indonesia). Peak spending happens in the two to three weeks before. Indonesia's long holiday travel period also disrupts deliveries.
• March 14: White Day in Japan and Korea.
• March 22: Holi in India.
• Late March: Lazada usually runs its birthday sale around this time. Rakuten in Japan also often holds a Super Sale in March.

Q2 2027 Calendar: April to June

April

• April 4: 4.4 sales.
• April 13 to 15: Songkran (Thai New Year). Many Thais travel home, so plan delivery delays. Pre-Songkran promotions for travel, cooling products and fashion work well.
• April 29: Start of Japan's Golden Week (Showa Day).

May

• May 3 to 5: Core days of Golden Week in Japan. Many people travel, and online shopping patterns shift.
• May 5: 5.5 sales, and Children's Day in Korea and Japan.
• May 9 (Sunday): Mother's Day in many countries, including the Philippines, Singapore, Malaysia, Japan, India and the US. Korea celebrates Parents' Day on May 8 instead.
• Around May 16 or 17: Eid al-Adha (Hari Raya Haji in Singapore and Malaysia).
• May 20: Vesak Day in several countries.

June

• June 6: 6.6 mid-year sales, often a bigger event than the spring double days.
• June 9: Dragon Boat Festival in China and Taiwan.
• June 12: Philippine Independence Day.
• June 18 (Friday): The 618 shopping festival in China, which started as JD's anniversary sale and has grown into a platform-wide event. Promotions usually run for weeks before.
• Late June: Rakuten often holds another Super Sale in June. Mid-year clearance sales across the region.

Q3 2027 Calendar: July to September

July

• July 7: 7.7 sales.
• July (dates announced by Amazon): Amazon Prime Day usually takes place in July, including in Japan, Singapore and India, though dates and markets vary.

August

• August 8: 8.8 sales.
• August 9: Singapore National Day.
• August 12: Mother's Day in Thailand, a strong gifting day.
• Mid-August: Obon season in Japan, when many people travel to their hometowns.
• August 15: India's Independence Day, often tied to sales events.
• August 17: Indonesia's Independence Day, with patriotic themed promotions.
• August 31: Malaysia's National Day (Merdeka).

September

• September 1 onward: The Philippines enters the "Ber months," when Christmas shopping and decorating start early.
• September 2: Vietnam's National Day.
• September 9 (Thursday): 9.9 sales, the kickoff of the big four mega sales in Southeast Asia.
• September 14 to 16: Chuseok in Korea, a major gifting season.
• September 15: Mid-Autumn Festival across China, Vietnam, Taiwan, Hong Kong and Chinese communities in Malaysia and Singapore. Mooncakes, gift boxes and family dinners drive sales in the weeks before.
• September 23: Saudi National Day, a large retail moment in Saudi Arabia.
• Late September: Rakuten often holds a September Super Sale, and India's festive sales on Amazon and Flipkart typically begin in late September or early October.

Q4 2027 Calendar: October to December

October

• October 1 onward: China's National Day Golden Week. China's official 2027 holiday schedule is normally published late in the prior year.
• October 9: Dussehra in India, part of the festive season.
• October 10 (Sunday): 10.10 sales.
• October 20: Vietnamese Women's Day, another big gifting moment in Vietnam.
• October 28 or 29: Deepavali in Singapore and Malaysia, and Diwali in India on October 29. Diwali is India's biggest shopping season. Big platform sales usually run in the weeks before.
• Late October: China's Double 11 presales typically begin around this time.

November

• November 11 (Thursday): 11.11, Singles' Day, often the biggest single shopping day of the year across China and Southeast Asia.
• November: Loy Krathong in Thailand on the November full moon, and Korea's government-backed Korea Sale FESTA usually runs in the autumn.
• November 26: Black Friday, increasingly popular in Japan, Singapore, Malaysia and the Gulf. In the Middle East, Noon runs its own late-November "White Friday" event, and other retailers run similar promotions.
• November 29: Cyber Monday.

December

• December 2: UAE National Day.
• December 5: Father's Day in Thailand.
• December 12 (Sunday): 12.12. In Indonesia, this is also Harbolnas (National Online Shopping Day), one of the country's biggest online sales.
• Mid-December: Rakuten often holds a December Super Sale. In the Philippines, many employees receive their 13th month pay, which by law must be paid no later than December 24, boosting holiday spending.
• December 25: Christmas, especially big in the Philippines, Singapore and among younger shoppers across the region. In Japan, Christmas is a couples' and food holiday, and the New Year week brings "fukubukuro" lucky bag sales.

Country-by-Country Highlights for 2027

If you sell in only one or two markets, focus on these peaks.

• Indonesia: Ramadan and Lebaran (February to March), 9.9, 11.11 and Harbolnas on 12.12.
• Vietnam: Pre-Tet (January), Women's Days on March 8 and October 20, Mid-Autumn, and the big four double days.
• Thailand: Songkran (April), Mother's Day (August 12), Father's Day (December 5) and the big four double days.
• The Philippines: Payday sales, the Ber months from September, 11.11, 12.12 and Christmas.
• Malaysia: Lunar New Year, Hari Raya, Deepavali, 11.11 and the year-end payday sales.
• Singapore: Lunar New Year, 11.11, Black Friday and Christmas.
• Japan: New Year, Golden Week, Prime Day, Rakuten Super Sales and Black Friday.
• Korea: Seollal, Chuseok and autumn sale events.
• China and Taiwan: Lunar New Year, 618, Mid-Autumn and Double 11.
• India: Holi, Independence Day sales and the festive season from late September through Diwali.
• The Gulf: Ramadan and Eid, Saudi and UAE national days, 11.11 and White Friday.

If you are still choosing which market to enter first, our guide to entering the Southeast Asian market walks through that decision.

How to Plan Campaigns Around the 2027 Calendar

Knowing the dates is half the job. The other half is starting early enough. Here is a simple timeline we use for any mega sale.

8 to 12 weeks before

1. Pick your hero products and confirm stock levels. For Lunar New Year and Eid, order earlier because factories close.
2. Register for the platform campaign in your seller center. Shopee, Lazada and TikTok Shop often require sellers to sign up and submit discounted prices well in advance.
3. Book creators. Popular KOLs fill their calendars weeks before 11.11. Our KOL marketing guide covers how to find and brief them.

4 to 6 weeks before

1. Produce creative in each local language: short videos, banners, live-stream scripts.
2. Set your vouchers, bundles and free gift offers.
3. Move stock into local warehouses so you qualify for fast delivery badges.

1 to 2 weeks before

1. Start "warm-up" ads and teaser content so shoppers add products to cart.
2. Raise ad budgets gradually, since click costs climb as the date gets close. Our retail media guide explains how Shopee, Lazada and TikTok Shop ads work.
3. Brief your customer service team. Chat volume can jump many times over on sale days.

Sale day

1. Watch ads hourly and shift budget to products that are selling.
2. Run live streams at peak times, often midnight when sales open and evenings.
3. Keep stock levels visible so you do not sell what you cannot ship.

After the sale

1. Ship fast. Late deliveries hurt ratings.
2. Ask for reviews.
3. Review results product by product and note lessons for the next event.

How to split your budget across the year

You do not need to go all in on every double day. A simple approach is to pick three or four "tent pole" events that matter most for your category and market, and give them the bulk of your yearly promotion budget. Use the smaller monthly double days and payday sales to test new products, offers and creatives cheaply. Then carry the winners into the big events, when every click costs more and there is no room for guesswork. Keep a small reserve for surprises, such as a viral creator video or a competitor running out of stock.

Logistics and Shutdown Dates to Plan Around

Sales dates get all the attention, but shutdowns cause most of the pain. Watch these in 2027:

• Lunar New Year (early February): Factories in China and Vietnam often close for one to three weeks, and some workers do not return straight away. Place production orders well before the holiday.
• Ramadan and Eid (February to March): Working hours shift in Muslim-majority markets. Indonesia's holiday travel period slows couriers in the days around Lebaran.
• Songkran (mid-April) in Thailand and Golden Week (late April to early May) in Japan: Expect slower handling and customer service gaps.
• China's National Day week (early October): Another factory and freight slowdown, right before the busiest season in Southeast Asia.
• Peak season freight (September to December): Shipping space and courier capacity tighten. Book early and build buffer stock.

Common Calendar Mistakes to Avoid

1. Planning only for 11.11. Many categories peak at Ramadan, Tet, Diwali or Christmas instead. Know your own peak.
2. Missing platform sign-up deadlines. If you do not register for the campaign in time, you may lose access to sale banners and vouchers.
3. Running out of stock mid-sale. It hurts your ranking and wastes ad spend already committed.
4. Using the same creative everywhere. A Tet campaign and a Ramadan campaign need different colors, symbols and words. Ours are written by native speakers, not machine translated.
5. Ignoring religious and cultural sensitivity. Avoid party or food imagery during fasting hours in Ramadan creative, and avoid unlucky symbols during Lunar New Year.
6. Treating estimates as final. Islamic holiday dates and official holiday lists can change, so confirm close to the date.

Plan Your 2027 Sales Calendar With Us

A good Asia ecommerce calendar 2027 plan turns a year of random promotions into a few big, well-prepared wins. That takes stock planning, platform sign-ups, local creative, creators and ads all moving on the same timeline. Our campaign management team builds and runs that plan across markets, with one accountable team on the ground.

If you want a 2027 calendar mapped to your products and your markets, book a free strategy call and we will show you which dates matter most for your brand and when to start preparing.