Easter email calendar.
Easter moves every year, so build the plan backwards from the date rather than copying last year. Start with a gift or seasonal guide about two to three weeks before, state the bank holiday delivery cutoff clearly, and send one reminder close to the deadline.
Key dates
- 2026: Sunday 5 April
- 2027: Sunday 28 March
Last reviewed 12 October 2026. Dates are calculated from the rule for the day, so they stay correct each year.
Why it matters.
Because the date changes, last year's send dates can be wrong by weeks, and a copied schedule is one of the quietest ways to miss the season. The dates shown above are calculated, so use them rather than a template from an old campaign.
The long weekend also affects delivery, customer service hours and warehouse capacity. Your emails should only promise what the operations side can keep.
Send plan.
1. 21 days before
Confirm dates for carrier closures and warehouse cutoffs, then plan the seasonal edit.
2. 14 days before
Send the seasonal edit or gift guide to the engaged list.
3. 7 days before
Send a reminder with the last order date for delivery before the weekend.
4. 2 days before
Send a final short email to people who clicked but did not buy, offering digital options if you have them.
5. The Tuesday after
Return to normal programming and thank buyers in a post purchase message.
Before you send.
- Confirm carrier and warehouse closure days over the long weekend.
- Recalculate every date for this year instead of copying last year's schedule.
- Tell customer service which days they are covered and which they are not.
- Check that seasonal products are tagged so the catalogue block picks them up.
- Plan a plain return to normal content for the Tuesday after.
Segments to use.
- Families and gifters, from past purchase categories
- Customers who bought in the same season last year
- People who have viewed seasonal products in the past 30 days
Subject line ideas.
- Order by Wednesday for the long weekend
- The Easter edit, in one place
- Small gifts, big smiles
- Closing for the bank holiday, one last chance
More in the sale and promotion subject line library.
Common mistakes.
- Reusing last year's dates in the schedule
- Not mentioning customer service closures over the weekend
- Promising delivery windows that carriers have not confirmed
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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