TikTok has released a set of bespoke 2026 Marketing Calendars for small and medium businesses for major regions, including the UK & Ireland, USA, Europe and Middle East. 

How to use this Marketing Calendar:

• Prioritise. Brands should select up to three major holidays that best align with them.
• Brands should launch campaigns early.
• Businesses need to put TikTok's top tips into action.
• Set up TikTok Ads Manager

The tailored TikTok Marketing Calendar 2026 UK & Ireland includes: 

Q1: January, February, March

January: New Year - New start

• This is the moment for health and fitness on TikTok as the beginning of the year signifies new healthy habits.
• Some people taking part in Veganuary for the month. Find opportunities to join the conversation around food, health and conscious purchasing.
• Top tip: Brands should leverage TikTok One to collaborate more effectively with relevant creators to tap into the theme of new beginnings with the Creative Center, Creator Marketplace, and Creative Exchange features. 

February: The month of appreciation

• Brands selling a giftable product or service should focus on 14 February for Valentine's Day, but also on 13 February for Galentine's Day. The latter should be a key focus for brands selling decorations, giftable products or generally having a female target audience.
• Fashion centred brands - 19 February will see the beginning of London Fashion Week for AW collections 2026. Whilst fashion inspiration is shared and discovered by the community all year round, their interest increases from January, and remains strong at each peak of Fashion Week. 
• 17 February is a hugely important date for the 1.9 billion-strong Muslim population around the world, as it is expected to mark the beginning of Ramadan. Brands should focus their campaign efforts during this month on these ideals by showing support for their community and offering help over profit.
• From the opening ceremony through to the final events on 22 February, online conversations will be buzzing with highlights from The Winter Olympics 2026 through the whole month of February.
• Top tip:  Brands should use Smart+ Catalog Ads to showcase their top-selling or giftable products ahead of Valentine’s Day.  

March: A month of celebration

• 8 March is International Women's Day. Brands should show their support for women’s initiatives and causes, and showcase their products and services that are tailored to women.
• Mother's Day will be celebrated on 15 March this year. While this holiday celebrates mums, brands may want to aim their campaigns at the family members who are buying them gifts, like their children and spouses. The focus shouldn't be solely on sales; brands should share their own Mother's Day post as an appreciation to all of their hard-working mum customers.
• Parts of the globe will be going green for St.Patrick's Day on 17 March. It's a great opportunity for businesses across hospitality, music, clothing and accessories - as well as tourism - to name just a few. 
• With tourism in mind, it's worth noting that March is also the time when lots of people start to look at planning that big summer holiday, with April becoming the peak booking season. It’s the perfect time to focus campaigns on raising awareness and offering early bird deals to convert customers just as they’re beginning to plan. 
• Top tip: When brands are setting up their TikTok Pixel, they need to make sure to start with Add to Cart optimisation events and toggle on automatic advanced matching and third-party cookies.

Q2: April, May, June

April: Keeping it light and down to earth

• 1 April is a great way to promote brand awareness. Campaign ideas can include a fake new product, a video of pranking some colleagues and more.
• Easter Sunday will be on 5 April. Confectionery and chocolate shops may do well, as many people purchase Easter eggs. It's a great opportunity for clothing, decorations, toys and gifts. Restaurants and cafes also have a great opportunity to increase in business with families gathering to celebrate Easter over a meal together. Flower shops and garden centres may also do well as people purchase flowers and plants to decorate their homes and gardens for Easter. 
• This year, Earth Day will take place on 22 April this year. Brands should focus campaigns around this occasion on highlighting their sustainable products and business practices.
• Top tip: Brands should test and learn with Smart+ Web Campaigns to identify what drives the best site traffic and conversions, while letting TikTok’s AI optimise delivery for their goals.

May: Wedding season kicks off

• Wedding planners, bridal shops, formal wear rental shops, caterers, DJs, photography and videography services, florists and bakeries can all prosper on TikTok this time of year.
• These types of businesses often see an increase in demand as couples begin to plan their weddings. In addition, honeymoon-related businesses can also make the most of this time of year, as many couples plan their honeymoons around the same time they plan their weddings. 
• Top tip: Brands should make their products discoverable for engaged couples and wedding guests with Smart+ Catalog Ads or TikTok Shop integration - perfect for accessories, gifts, and decor.

June: Start of Summer fun & games

• This is an opportunity for brands to show its support for the LGBTQIA+ community during the month of June. 
• 21 June marks Father's Day. Expected per-person spending on Father's Day is another great occasion not to be missed. 
• June is the beginning of the widely anticipated festival season across Europe. With Glastonbury, Tomorrowland, Sziget and several other hugely popular festivals, brands should make sure they've got their TikToks on how to style outfits, useful portable tech or where to relax post festival, ready to go ahead of this key seasonal moment.
• The most viewed sporting event in the world, The world’s biggest football event of the year, kicks off on 11 June. From June through to the final on 19 July, online conversation will be flooded with updates, opinions, and support for the major sporting event. Brands can see the event as an opportunity to tap into global markets and harbour a sense of inclusivity, support, and community.  
• Wimbledon kicks off on 29 June, marking the beginning of one of the most prestigious tennis tournaments in the world. 
• Top tip: Brands should partner with creators this summer to expand their reach, build trust & credibility, and have some fun with someone who’s a good fit for their brand.  

Q3: July, August, September

July: Summer sales & sports

• Shoppers look for seasonal clearance bargains to kick off the summer season in advance of planned holidays and time off from school. Plus, with lots of travellers looking to get out of town during the summer, this is a good time to showcase accommodation, flights, rentals, restaurants, experiences and travel products.
• Tour de France is commencing on 4 July, one of many sporting events to find ways to interact with as a business on TikTok this Summer. 
• Top tip: July is a good time for brands to start planning their marketing strategy and get creative assets together for their Black Friday and Q4 campaigns. They should prepare highly impactful lead generation campaigns now using deep funnel optimisation (DFO) to optimise both their upper funnel events and deeper funnel events to increase their lead quality and get ready for the high conversion season.

August: Back to School season begins

• Parents of school-aged children and teenagers will be looking to restock school supplies, electronics, clothing, accessories and snacks. Back-to-school can start as early as mid-August, but most schools will have started by early September.
• Top tip: Brands should combine Spark Ads with Smart+ Catalog Ads to reach parents and students organically and through dynamic placements, boosting back-to-school conversions.

September: Fashion & tourism

• The London Fashion Week for Spring/Summer 2027 will take place from 18 September. This calendar moment is great for a clothing brand, makeup or accessories business. However, there's an engaged audience for everyone. 
• 27 September is World Tourism Day. If a brand focuses on accommodation, flights, rentals, restaurants, experiences or travel products, this is a day to mark down. 
• Top tip: Businesses should leverage automation solutions to free up their time to focus on creating content that’s relevant to their audience and the time of year. 

Q4: October, November, December

October: Black History Month, World Mental Health Day & Halloween

• The best time to #SupportBlack businesses is all year round, but October in particular is all about celebrating Black achievements and elevating Black voices, and that includes Black-owned businesses. 
• For brands, World Mental Health Day (10 October) is an opportunity to connect with their entire community and make a positive impact. With a growing focus on mental health all around the world, brands can spread awareness by sharing how their business’ products or services promote self-care, stress reduction or wellbeing 
• On Halloween, 31 October, brands should look for opportunities to embrace the spooky spirit of Halloween and have fun with treats for their customers. 
• Top tip: Businesses need to keep inclusivity front and centre by using TikTok One to collaborate with diverse creators across different campaigns.

November: Sales & gifting season gets underway

• Single's Day is on 11 November. This is a day when single people all over the globe treat themselves because being solo doesn't stop them from shopping for something nice.
• Black Friday will take place on 27 November. Proper planning for Black Friday could make or break performance for the year, so brands should get started early. Many brands will start their planning in mid-summer.
• For all of our small businesses out there, 28 November is Small Business Saturday. This is a day when brands can reflect on how far their business has come, as well as share their business' values to build brand awareness. 
• Top tip: Brands should follow their hook with key selling points and close out with a strong call-to-action (CTA). Including a CTA is key because it prompts the viewer to take a specific action, such as visiting a website, following a brand on TikTok, or making a purchase.

December: Holiday fever

• The final month of the year is one of the most important sales periods to plan ahead for. As lots of users are looking for the perfect gift, December is a great time to connect with last-minute shoppers.
• Consumers will be looking for the perfect Christmas or New Years outfits, decorations, recipes and much more.
• December’s marketing push will likely focus on those key shopping dates before the delivery cut off – usually somewhere between 10-18 December.  
• Top tip: Brands should make the most of Q5 (the period between Christmas and the New Year) by producing ads with a self-care or self-gifting narrative. This is the time when people are treating themselves after a busy period of gifting others.

For the full calendar and other regions, visit tiktok.com.

DIARY directory members can see upcoming dates here.