Discover Australia’s top marketing moments to engage customers, build loyalty, and drive revenue. 

Australian shoppers are stoked about SMS, and their interest goes beyond order confirmations and shipping notifications. They value staying informed and never missing updates from their favorite brands. In fact, 88% of consumers in Australia are interested in or have already signed up for texts from brands, according to our 2023 Global Consumer Survey Report. 

Luckily, there are plenty of opportunities to deliver timely SMS experiences that drive revenue and loyalty for your brand all year long. From regional holidays to international celebrations, we've put together a full calendar—with monthly tips—to help you find inspiration and make sure your seasonal strategies stand out. 

PS: Want to explore inspirational ideas, orchestration tips, and SMS templates for these marketing moments? Check out our 2024 Marketing Campaign Calendar, featuring key dates in the US, the UK, Australia, and Canada.

Once you’re ready to dig in and start scheduling your campaigns, use our SMS Planning Calendar Template. It’s got everything you need to track marketing moments, which audiences you’re engaging, and campaign status.

*We’ve marked some holidays that may be sensitive with an asterisk. For those dates, be mindful of who you’re marketing to and in what region, and consider not marketing on those days.

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January 2024 Holidays

SMS tip of the month: Start the new year off strong with timely messages that keep your audience engaged (and shopping) all through January. Promote your most relaxing products at the beginning of the month to reach subscribers who are enjoying an extended holiday. Then, tap into the excitement around summer festivities with buy one, get one free deals on seasonal items like beach gear, sunscreen, and barbecue snack packs.

• ‍Veganuary
• 1 January: New Year’s Day‍
• 14 January: Australian Open begins ‍
• 25 January: Opposite Day‍
• 26 January: Spouse’s Day‍
• 26 January: Festival of Sails begins

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February 2024 Holidays

SMS tip of the month: ​​Stand out by reminding subscribers about lesser-known moments of celebration in February. For hallmark holidays like Valentine’s Day, consider offering convenient shopping options like pre-ordering gifts for delivery on 14 February, free gift wrapping, or same-day in-store pick-up.

• 2 February: World Wetlands Day
• 9 February: Pizza Day
• 10 February: Lunar New Year
• 10 February: Royal Hobart Regatta begins (TAS)
• 11 February: International Day of Women and Girls in Science
• 14 February: Valentine’s Day
• 16 February: Sydney Mardi Gras begins
• 17 February: Random Acts of Kindness Day‍
• 29 February: Leap Day

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March 2024 Holidays

SMS tip of the month: Between Labour Day and Canberra Day, March is filled with regional holidays to connect with your audience. Make the most of these moments by using Attentive’s Two-Way Journeys™ in your welcome flow to ask subscribers which state or territory they live in, then save their responses as custom attributes. This way, if you're offering discounts for Labour Day or any other holiday, you can easily target the most relevant customer segments.  

• Women’s History Month
• 1 March: First Day of Autumn
• 3 March: Clean Up Australia Day
• 4 March: Labour Day (WA)
• 8 March: International Women’s Day
• 11 March: Adelaide Cup Day (SA)
• 11 March: Canberra Day (ACT)
• 11 March: Eight Hours Day / Labour Day (TAS, VIC)
• 14 March: Pi Day
• 17 March: St. Patrick’s Day
• 21 March: Close the Gap Day*
• 21 March: World Poetry Day
• 23 March: Earth Hour
• 31 March: Easter

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April 2024 Holidays

SMS tip of the month: Take advantage of April’s key marketing dates to deliver unique value to subscribers and boost seasonal revenue. Have some fun on April Fools' Day by launching a real but totally unexpected limited-edition product or using clever copy to announce a flash sale. For Earth Day, encourage your subscribers to shop green and spend time in nature by sharing deals on sustainable items and outdoor equipment.

• 1 April: April Fools’ Day 
• 7 April: Daylight Saving Time ends
• 7 April: World Health Day
• 10 April: Siblings Day
• 15 April: World Art Day
• 22 April: Earth Day
• 25 April: Anzac Day*

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May 2024 Holidays

SMS tip of the month: Make this month extra special for your subscribers by helping them celebrate the mother figures in their lives. Before Mother's Day, ask them who they're shopping for, how they plan to celebrate the occasion, or what kind of gift they're looking to buy. With Attentive's Two-Way Journeys, you can instantly respond with personalized recommendations tailored to their specific needs and preferences. 

• 4 May: Star Wars Day 
• 6 May: May Day (NT)
• 6 May: Labour Day (QLD)
• 12 May: Mother's Day
• 12 May: International Nurses Day
• 13 May: Australian Fashion Week begins
• 13 May: National Families Week starts
• 18 May: International Museum Day
• 20 May: National Volunteer Week starts
• 27 May: Sunscreen Day

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June 2024 Holidays

SMS tip of the month: June kicks off winter sales season. From warm apparel to cozy decor, encourage your subscribers to stock up on everything they need (or want) for the colder months with special discounts or promotions. Make sure your browse and cart abandonment journeys are active and updated to remind high-intent shoppers about the seasonal goodies they've left behind and get them to convert. 

• Pride Month
• 1 June: First Day of Winter
• 3 June: Western Australia Day (WA)*
• 3 June: World Bicycle Day
• 5 June: Global Running Day
• 6 June: Queensland Day
• 8 June: World Ocean Day
• 8 June: Best Friends Day
• 10 June: King’s Birthday (National except QLD & WA)
• 30 June: End of Financial Year Sale

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July 2024 Holidays

SMS tip of the month: There are tons of chances to create memorable moments around niche holidays and major sporting events this month. Celebrate World Chocolate Day with delicious discounts. Jump on big shopping moments like Prime Day and Christmas in July with flash sales and days of deals. Join in the collective excitement around the Olympics to connect with your customers and draw in new ones.

• Black History Month
• Dry July
• 7 July: First Day of NAIDOC Week* 
• 7 July: World Chocolate Day
• 11 July: Amazon Prime Day
• 17 July: World Emoji Day
• 24 July: International Self-Care Day
• 25 July: Christmas in July
• 26 July: 2024 Summer Olympics begin 
• 28 July: National Tree Day
• 29 July: National Lipstick Day
• 30 July: International Day of Friendship

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August 2024 Holidays

SMS tip of the month: ​​Grow brand loyalty in August with fun VIP perks, like an SMS-exclusive discount for subscribers to spoil their furry friends with pet toys and accessories on International Cat and International Dog Day. Balance discount-based promotions with campaigns that focus on engagement first, like sharing handpicked products and services to help subscribers unwind and destress on ​​Relaxation Day. 

• 2 August: International Beer Day
• 4 August: Sisters Day
• 4 August: Jeans for Genes Day
• 5 August: Bank Holiday (NSW)
• 5 August: Picnic Day (NT)
• 8 August: International Cat Day
• 9 August: Red Nose Day
• 14 August: Royal Queensland Show (Brisbane area only)
• 15 August: Relaxation Day
• 19 August: World Photography Day
• 26 August: International Dog Day

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September 2024 Holidays

SMS tip of the month: Spring is in the air... and it’s the perfect time to give back. Lead with empathy on philanthropic holidays like International Day of Charity and Talk Like a Pirate Day, and let subscribers know you’ll donate a percentage of every purchase to a charity that supports the cause and aligns with your brand’s values.

• 1 September: First Day of Spring
• 1 September: Father’s Day
• 5 September: International Day of Charity
• 5 September (TBC): Vogue Online Shopping Night starts
• 17 September: Australian Citizenship Day
• 19 September: Talk Like a Pirate Day
• 21 September: International Day of Peace
• 21 September: Oktoberfest begins 
• 23 September: King's Birthday (WA)
• 27 September (TBC): Friday before the AFL Grand Final (VIC)

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October 2024 Holidays

SMS tip of the month: Leading up to the holiday season, focus on making sure your brand stays top of mind with subscribers with a mix of promotional and non-promotional campaigns. Use two-way text messaging to recommend coffee orders based on people’s flavor preferences for ​​International Coffee Day. Share helpful resources to support your audience on World Mental Health Day. Invite SMS subscribers to “trick or treat” online and in-store for a free gift with purchase on Halloween.

• 1 October: International Coffee Day
• 4 October: National Taco Day 
• 6 October: Daylight Saving Time begins
• 7 October: Labour Day (ACT, NSW, SA)
• 7 October: King's Birthday (QLD)
• 10 October: World Mental Health Day
• 16 October: Ride2Work Day
• 24 October: National Kangaroo Awareness Day
• 27 October: Grandparents’ Day
• 31 October: Halloween

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November 2024 Holidays

SMS tip of the month: November is full of can’t-miss opportunities to drive holiday revenue. According to National Australia Bank, Aussies spent more than $8.7 billion over Black Friday and Cyber Monday in 2023. Tap into this demand with curated gift guides that encourage product discovery—followed by coveted limited-time deals. And take advantage of the increased traffic to your website to grow your email and SMS subscriber base. 

• Movember
• 4 November: Recreation Day (TAS)
• 5 November: Melbourne Cup Day (VIC)
• 11 November: Click Frenzy Main Event begins 
• 11 November: Remembrance Day
• 11 November: Singles’ Day
• 29 November: Black Friday
• 30 November: Small Business Saturday

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December 2024 Holidays

SMS tip of the month: Keep the festivities going after Christmas by extending your Boxing Day sales through the end of December (and even into January). Use behavioral data to create dynamic segments and share “last chance” reminders with subscribers who haven’t converted yet. These timely touchpoints are a great way to keep customers engaged going into the New Year.

• 1 December: First Day of Summer
• 2 December: Cyber Monday
• 3 December: Giving Tuesday
• 4 December: International Volunteers Day
• 9 December: Green Monday
• 10 December: Human Rights Day
• 14 December: Free Shipping Day
• 26 December: Boxing Day
• 31 December: New Year’s Eve

For more inspiration, browse creative ideas, orchestration tips, and text messaging templates in our Marketing Campaign Calendar.