Christmas email calendar.
Christmas email is a sequence, not a single send. Plan the gift guide in November, send cutoff reminders in December, and end with a short thank you on or just before the day, then give your list a rest so January starts with a healthy sender reputation.
Key dates
- 2026: Friday 25 December
- 2027: Saturday 25 December
Last reviewed 12 October 2026. Dates are calculated from the rule for the day, so they stay correct each year.
Why it matters.
The long run of sales from Black Friday leaves many lists tired. Christmas email works best when it is useful, such as gift ideas, delivery dates and sizing help, rather than another discount.
It is also a good moment to thank customers. A short note on the 24th or 25th, with no sell, tends to be remembered.
Send plan.
1. Mid November
Send the gift guide to the engaged list.
2. Early December
Send gifts by budget or recipient, and begin the cutoff series.
3. Mid December
Send the final order dates and highlight digital gifts.
4. 23 and 24 December
Send a last minute email only to those who have shown intent.
5. 25 December
Send a thank you with no offer, then pause promotions until after Boxing Day.
Before you send.
- Plan a send calendar for the whole of December and cap the total per person.
- Check that gift receipts and returns terms are described clearly.
- Remove any urgent banners from templates on the 24th and 25th.
- Confirm customer service hours and put them in the footer.
- Prepare a quiet thank you message that carries no offer.
Segments to use.
- Past gift buyers
- Cart and browse abandoners
- Customers who bought in the last quarter and can be thanked
Subject line ideas.
- Thank you for this year
- Last orders, and last ideas
- A small gift in a box, still possible
- Wishing you a quiet few days
More in the sale and promotion subject line library.
Common mistakes.
- Overloading the list through December and damaging January engagement
- Using the same email for different delivery regions
- Leaving promotional banners live on the day
This is a planning structure, not a promise of results. Your offer, stock, list and shipping options decide what is right, so test and adjust.
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