Thanksgiving email calendar.
Thanksgiving falls on the fourth Thursday of November and is best used for a thank you rather than a hard sell. Send one warm message that tells customers what is coming, then save the heavy promotion for Black Friday and Cyber Monday.
Key dates (US)
- 2026: Thursday 26 November
- 2027: Thursday 25 November
Last reviewed 12 October 2026. Dates are calculated from the rule for the day, so they stay correct each year.
Why it matters.
The day itself has low attention for shopping, but the build up is crucial, because it tells subscribers what to expect and when. A good teaser raises open rates on the days that matter.
A gratitude message also stands out among the flood of sale emails and helps you keep trust with people you will email heavily over the next week.
Send plan.
1. 10 days before
Send a preview of the sale schedule to VIPs, with a sign up for early access.
2. 3 days before
Send a short email to the full list describing what happens on which day.
3. Thanksgiving morning
Send a simple thank you with no offer, or nothing at all.
4. That evening
Check that sale pages, codes and inventory are live for Friday.
5. Friday, early
Start the main Black Friday send.
Before you send.
- Confirm that sale pages, codes and inventory are live for the next morning.
- Segment early access members and double check their link works.
- Write the schedule in plain words so readers know what comes when.
- Cap the day's sends so the real offer is not buried.
- Prepare the Friday morning send and queue it ahead of time.
Segments to use.
- VIPs and repeat customers for the early preview
- Customers who joined in the last month and have not purchased
- Anyone who signed up for early access
Subject line ideas.
- Thank you, and what happens tomorrow
- Our schedule for the next four days
- A quiet note before the busy weekend
- You asked for early access, it opens at midnight
More in the sale and promotion subject line library.
Common mistakes.
- Sending the hardest sale on the day itself
- Failing to confirm that sale pages and codes work before the weekend
- Leaving subscribers unsure which email will have the real offer
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.
Want this planned and built for you? See our klaviyo email marketing service or book a free audit.
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