Brazil retail calendar 2027: dates and when to launch each campaign

Published October 9, 2026 by the UTM Builder team at Limner.

In Brazil in 2027, Carnival falls on February 9, Easter on March 28, Mother’s Day on May 9, Father’s Day on August 8 and Black Friday on November 26. The other retail dates are fixed. This year’s Black Friday is on November 27, 2026.

The 2027 dates

When to start

There’s no official deadline. Here’s a practical rule of thumb you can adjust to your own approval and production cycle:

• 45 days before: start planning and define budget, offer, creative and audience.
• 10 days before: campaign live. That leaves time to exit the learning phase before the peak.
• After the date: a few days of remarketing to people who visited and didn’t buy.

Big dates like Mother’s Day, Black Friday and Christmas usually need more lead time. Smaller ones, like Consumer Day and 11.11, fit a shorter cycle.

Smart Bidding at the peak

For short promotions, Google Ads has seasonality adjustments, which tell Smart Bidding about an expected change in conversion rate. Google Ads help says they’re meant for events of one to seven days and don’t work well for periods longer than 14 days. Use them for Black Friday and Cyber Monday, not for all of November.

Campaign names that work across years

Put the event and the year in a short prefix, like BF27 or MDAY27. In GA4, the same date in different years stays separate with no extra effort, and a year-over-year comparison is a single filter. The naming convention tool (in Portuguese) keeps this pattern in place for your team.