The Singapore WhatsApp Campaign Calendar: November 2026 to December 2027
Fourteen months of real Singapore dates from MOM and MOE, what to send on each, which template category it falls under, and copy that sounds like Singapore rather than a translation.
Short answer: Singapore's WhatsApp year has five peaks: the year-end sales run (11.11 on Wednesday 11 November, Black Friday on 27 November, 12.12 and Christmas 2026), Chinese New Year (Saturday 6 and Sunday 7 February 2027, with Monday 8 February off), Hari Raya Puasa on Wednesday 10 March 2027, National Day on Monday 9 August 2027, and the autumn run of 9.9, 10.10, the F1 weekend (8 to 10 October) and Deepavali on Thursday 28 October 2027. In 2027 Ramadan is expected to begin around 8 February, so CNY and the fasting month overlap. Plan templates four weeks ahead, send promotions only to opted-in customers, and use MOE's school holidays for anything aimed at parents.
How to use this calendar
Public holidays below come from the Ministry of Manpower's official list for 2027, and school dates from the Ministry of Education's 2027 calendar published on 14 July 2026. Festival dates that are not public holidays, and the start of Ramadan, are marked as expected. Three reminders before you plan:
- Promotions are marketing templates, S$0.0937 per delivered message to a +65 number. Order, booking and reminder messages are utility, S$0.0205. A greeting that pushes a sale is marketing. See our Singapore pricing guide.
- Marketing to +65 numbers is covered by the PDPA Do Not Call rules. Send promotions to people who gave clear, recorded consent, or check the numbers against the DNC Register within 21 days. Our Singapore marketing rules guide explains it.
- Submit templates early. Approval is often quick, but a rejection two days before Chinese New Year leaves no time. Submit each language as its own translation: en or en_SG, zh_CN for Simplified Chinese, ms for Malay, ta for Tamil.
The calendar at a glance
| When | Occasion | What to send | Category |
|---|---|---|---|
| Sun 8 Nov 2026 (Mon 9 Nov off for many) | Deepavali | Greetings, sweets and gift boxes, Little India store hours | Marketing; hours as utility for bookings |
| Wed 11 Nov 2026 | 11.11 Singles' Day sales | Early access for opted-in customers, then order updates | Marketing, then utility |
| Fri 27 Nov to Mon 30 Nov 2026 | Black Friday and Cyber Monday | One strong offer, a reminder before it ends, delivery cut-offs | Marketing, then utility |
| Sat 12 Dec 2026 | 12.12 sales | Last big sale before Christmas, shipping deadlines | Marketing |
| Fri 25 Dec 2026 | Christmas Day | Gifting, last-order dates, holiday opening hours | Marketing; hours as utility |
| Fri 1 Jan 2027 | New Year's Day | New-year packages, gym and wellness memberships | Marketing |
| Mon 4 Jan 2027 | MOE Term I starts (P2 to P6 on 5 Jan) | Class schedules, transport, uniform pick-up | Utility for enrolled families |
| Fri 22 Jan 2027 (expected) | Thaipusam (not a public holiday) | Respectful greetings only, if relevant to your customers | Marketing |
| Mid-Jan to Fri 5 Feb 2027 | Chinese New Year shopping | Hampers, bak kwa, new clothes, salon bookings, delivery cut-offs | Marketing, then utility |
| Sat 6 to Mon 8 Feb 2027 | Chinese New Year (Mon 8 Feb public holiday; Tue 9 Feb school holiday) | Greetings, closure and reopening dates | Marketing; closures as utility |
| ~Mon 8 Feb 2027 (moon sighting) | Ramadan expected to begin | Updated hours, iftar catering, Hari Raya pre-orders | Marketing |
| Sun 14 Feb 2027 | Valentine's Day | Florists, restaurants, jewellery | Marketing |
| Wed 10 Mar 2027 | Hari Raya Puasa | Baju Raya, kuih, open-house catering, greetings | Marketing |
| Sat 13 to Sun 21 Mar 2027 | March school holidays | Holiday camps, family outings, staycations | Marketing |
| Fri 26 Mar 2027 | Good Friday long weekend | Short getaways, Easter treats | Marketing |
| Sat 1 May 2027 | Labour Day (Mon 3 May school holiday) | Weekend offers, home services | Marketing |
| Mon 17 May 2027 | Hari Raya Haji | Greetings, korban arrangements, closure notices | Marketing; closures as utility |
| Thu 20 May 2027 | Vesak Day | Low-key greetings; vegetarian menus | Marketing |
| Sat 29 May to Sun 27 Jun 2027 | MOE mid-year holidays | Travel, enrichment camps, tuition crash courses | Marketing |
| Jul 2027 (dates not announced) | Singapore Retail Festival, the successor to the Great Singapore Sale | Mall and brand tie-ins, in-store events | Marketing |
| Mon 9 Aug 2027 (Tue 10 Aug school holiday) | National Day | Red-and-white greetings, SG-themed bundles, long-weekend hours | Marketing |
| Thu 9 Sep 2027 | 9.9 sales | Mid-year clearance, flash deals | Marketing |
| Sat 4 to Sun 12 Sep 2027 | September school holidays (PSLE and O-level season around them) | Exam-revision classes before; family offers during | Marketing |
| Wed 15 Sep 2027 (expected) | Mid-Autumn Festival | Mooncake pre-orders from mid-August, corporate gifting | Marketing |
| Fri 8 to Sun 10 Oct 2027 | Formula 1 Singapore Grand Prix, Marina Bay | Hotel, F&B and late-night delivery offers around the circuit | Marketing |
| Sun 10 Oct 2027 | 10.10 sales | Pre-11.11 warm-up | Marketing |
| Thu 28 Oct 2027 | Deepavali | As in 2026, a week earlier in the calendar | Marketing |
| Thu 11 Nov 2027 | 11.11 | As in 2026 | Marketing, then utility |
| Fri 19 Nov 2027, then 20 Nov to 31 Dec | MOE Term IV ends; year-end school holidays | Holiday camps, travel, next-year enrolment | Marketing; enrolment confirmations as utility |
| Fri 26 Nov 2027 | Black Friday | As in 2026, with a cleaned list | Marketing |
| Sun 12 Dec and Sat 25 Dec 2027 | 12.12 and Christmas (Mon 27 Dec school holiday) | Gifting, shipping cut-offs, year-end hours | Marketing; hours as utility |
November and December 2026: the year-end sales run
Deepavali falls on Sunday 8 November 2026, and MOM's notice says Monday 9 November is a holiday for employees whose rest day is the Sunday. Send greetings by Friday 6 November; a sweets shop or caterer should push pre-orders in the last week of October, which is now.
Then the marketplace rhythm takes over. Singapore shoppers are trained by Shopee and Lazada to expect 11.11 and 12.12 deals, and Black Friday has become a second peak in between. Do not send all three at full volume to everyone. Pick the one that suits your margin, send to customers who bought in the last year, and use utility templates afterwards for order and delivery updates; those cost less than a quarter of a promotion.
Example: 11.11 early access (beauty brand)
Hi {{1}}, 11.11 starts early for you: 25% off sitewide from 9pm tonight, a day before everyone else, at {{2}}. Free islandwide delivery above S$50. Reply STOP to stop promotions.
您好 {{1}}！双十一会员抢先购：今晚 9 点起全场 75 折，比公开开卖早一天。满 S$50 全岛免运费，链接在下方。回复 STOP 退订。
Christmas falls on a Friday in 2026, giving a three-day weekend. A clear "last day to order for delivery before Christmas" message, sent as a utility update to customers with open orders, prevents more complaints than any promotion earns.
January to March 2027: Chinese New Year, Ramadan and Hari Raya together
This is the busiest stretch of the Singapore year, and in 2027 it is unusually crowded. Chinese New Year falls on Saturday 6 and Sunday 7 February, with Monday 8 February a public holiday because 7 February is a Sunday, and Tuesday 9 February a school holiday. Ramadan is expected to begin around 8 February, subject to MUIS's announcement, and ends with Hari Raya Puasa on Wednesday 10 March. For three weeks, Chinese and Malay customers are both in festive buying mode at the same time.
Chinese New Year timing
Reunion dinner is on the eve, Friday 5 February. Bak kwa, hampers, mandarin oranges and new clothes are bought in the two to three weeks before; salons and barbers book out in the final week. Send the main offer around mid-January, a reminder in the last week of January, and delivery cut-offs as utility updates to customers with open orders. Many shops close for a few days around the holiday: a utility closure notice to customers with pending bookings is worth sending.
2027 is the Year of the Goat (羊年), so check any zodiac wording before you submit. Open the template with words, not a variable, which Meta tends to reject:
您好 {{1}}，新年快乐！{{2}} 的新春礼盒现已开售，2 月 3 日前下单可于除夕前送达。祝您羊年吉祥、万事如意！回复 STOP 退订。
Hi {{1}}, Happy Lunar New Year from {{2}}! Our CNY hampers are now available. Order by 3 February for delivery before reunion dinner. Reply STOP to stop promotions.
Ramadan and Hari Raya Puasa
During Ramadan, evenings are when people read and shop: after breaking fast and before or after terawih prayers. Food businesses should avoid daytime food promotions to Muslim customers; caterers selling iftar sets and Hari Raya open-house menus do well with messages in the late afternoon. Baju Raya and kuih orders peak in the second half of the month.
Salam {{1}}! Tempahan kuih raya dan hamper {{2}} kini dibuka. Tempah sebelum 3 Mac untuk penghantaran sebelum Hari Raya. Balas STOP untuk berhenti terima promosi.
Selamat Hari Raya Aidilfitri, {{1}}. Maaf zahir dan batin daripada kami semua di {{2}}. Kedai kami ditutup pada 10 Mac dan dibuka semula pada 11 Mac.
The second message is a greeting with opening hours; because it carries no offer, keep it plain. Note the opt-out keyword stays in English inside the Malay text: QuickWA's automatic opt-outs recognise English keywords such as STOP and UNSUBSCRIBE.
The March school holidays run from Saturday 13 to Sunday 21 March, straight after Hari Raya, and Good Friday on 26 March gives the first long weekend of spring.
April to August 2027: long weekends, mid-year holidays and National Day
Labour Day falls on Saturday 1 May (schools take Monday 3 May off), Hari Raya Haji is Monday 17 May, giving a long weekend, and Vesak Day is Thursday 20 May. Keep Vesak messages respectful and low-key; vegetarian restaurants and temples' neighbours have a natural reason to message, a gadget shop does not.
The MOE mid-year holidays run from Saturday 29 May to Sunday 27 June. That month drives travel agencies, enrichment camps and tuition crash courses. A tuition centre should open bookings for June intensives in early May, and send class confirmations as utility.
The Great Singapore Sale was rebranded as the Singapore Retail Festival; in 2026 it was reported to run from 4 to 26 July, coordinated by the Singapore Retailers Association. The 2027 dates have not been announced, so watch for them before planning a July campaign.
National Day is Monday 9 August, a long weekend, and Tuesday 10 August is a school holiday. Red-and-white bundles, "SG" discounts tied to the nation's age and family-day packages all work. Keep it celebratory rather than hard-sell.
Hi {{1}}, happy National Day from all of us at {{2}}! This long weekend only: family set meals at S$62 for four, dine-in or delivery. Reply STOP to stop promotions.
September to December 2027: 9.9, mooncakes, F1, Deepavali and the year end
9.9 falls on Thursday 9 September, inside the September school holidays (4 to 12 September). Exam season sits around those holidays, so a tuition centre's last revision push belongs in late August. Mid-Autumn Festival is expected on Wednesday 15 September: mooncake pre-orders and corporate gifting start in mid-August, which is when hotels and bakeries should message.
The Formula 1 Singapore Grand Prix runs from Friday 8 to Sunday 10 October 2027 at Marina Bay, according to the 2027 calendar approved by the FIA in September 2026. Most visitors are not on your opted-in list, so reach them with Click-to-WhatsApp ads, whose conversations are free for up to 7 days once you reply, and keep your existing customers for loyalty offers. 10.10 falls on the race Sunday.
Deepavali is Thursday 28 October 2027. A Tamil greeting is a thoughtful touch for customers who chose Tamil:
அன்புள்ள {{1}}, {{2}} குடும்பத்தின் இனிய தீபாவளி நல்வாழ்த்துகள்! இந்த ஒளித் திருநாள் உங்கள் வீட்டில் மகிழ்ச்சியையும் வளத்தையும் கொண்டு வரட்டும்.
("Dear {{1}}, warm Deepavali wishes from all of us at {{2}}. May the festival of lights bring joy and prosperity to your home.") The year closes with 11.11 (Thursday), the end of Term IV on Friday 19 November, Black Friday on 26 November, 12.12 on a Sunday and Christmas on a Saturday, with Monday 27 December a school holiday.
When to send in Singapore
No Singapore law sets WhatsApp marketing hours, but your quality rating depends on people not feeling disturbed. These windows reflect how different audiences use their phones; adjust them with your own read rates.
| Audience | Good windows | Avoid |
|---|---|---|
| Office workers (CBD, one-north, Changi Business Park) | 12:00 to 13:30 lunch; 18:30 to 21:00 on the MRT home and after dinner | Before 09:00; Monday morning |
| Parents of school children | 20:00 to 21:30 after homework; weekend mornings | School run 06:30 to 07:30; after 22:00 |
| Muslim customers during Ramadan | After breaking fast in the evening | Food promotions in daytime |
| Shift workers and F&B staff | Mid-afternoon on weekdays | Late night after closing |
| Everyone, before a holiday | Two to three days before, then a utility reminder the day before | The holiday itself, unless it is a greeting |
QuickWA lets you set a sending window in Settings; scheduled broadcasts wait until it reopens. It is not on by default, so set yours to match your customers.
A four-week rhythm for each peak
- Four weeks before: submit templates in every language you use; segment the list by what people bought and in which language they chose.
- Three weeks before: re-check numbers against the DNC Register for anyone without recorded consent, if you plan to message them at all.
- Two weeks before: send the main offer to your best segment first, watch replies and blocks, then widen.
- One week before: one reminder to people who clicked or replied, not to everyone again.
- The days around the date: utility messages for orders, deliveries and closures; a greeting without a sales push.
Plans start at $5/month with no setup fee and no per-seat fees, so your whole team can answer the replies a festive campaign brings. See the QuickWA Singapore page, and compare providers in our Singapore provider comparison.
Sources
- Ministry of Manpower, public holidays 2026 and 2027 (Deepavali 2026, CNY 6 to 8 Feb, Hari Raya Puasa 10 Mar, Good Friday 26 Mar, Labour Day 1 May, Hari Raya Haji 17 May, Vesak 20 May, National Day 9 Aug, Deepavali 28 Oct, Christmas): mom.gov.sg (checked 26 Oct 2026)
- Ministry of Education, school terms and holidays for 2027 (press release, 14 July 2026): moe.gov.sg (checked 26 Oct 2026)
- McLaren, 2027 Formula 1 calendar announced (Singapore 8 to 10 October): mclaren.com (checked 26 Oct 2026)
- MUIS, announcements on the start of Ramadan (2027 announcement not yet published; 2026 example): muis.gov.sg (checked 26 Oct 2026)
- Expected dates for Mid-Autumn Festival and Thaipusam 2027: publicholidays.sg, drikpanchang.com (checked 26 Oct 2026)
- Singapore Retail Festival 2026 timing, as reported by ShopBack: shopback.sg (checked 26 Oct 2026)
- Meta, pricing and the free entry-point window: developers.facebook.com (checked 26 Oct 2026)
Frequently asked questions
When is Chinese New Year 2027 in Singapore? +
Chinese New Year falls on Saturday 6 and Sunday 7 February 2027, and Monday 8 February is a public holiday because 7 February is a Sunday, per the Ministry of Manpower. MOE schools also close on Tuesday 9 February.
When should I send Chinese New Year WhatsApp promotions in Singapore? +
Send the main offer around mid-January 2027, a reminder in the last week of January, and delivery cut-off updates before the reunion dinner on Friday 5 February. Submit the templates in early January at the latest.
When is Hari Raya Puasa 2027 in Singapore? +
Hari Raya Puasa is a public holiday on Wednesday 10 March 2027. Ramadan is expected to begin around 8 February, subject to MUIS's announcement, so it overlaps with Chinese New Year.
When are the MOE school holidays in 2027? +
MOE's 2027 calendar has holidays from 13 to 21 March, 29 May to 27 June, 4 to 12 September, and 20 November to 31 December, plus single school holidays such as 9 February, 3 May, 5 July and 10 August.
Are festive greetings on WhatsApp marketing or utility messages? +
A greeting that promotes a sale or product is a marketing template, charged at S$0.0937 per delivered message in Singapore. Closure notices and delivery cut-offs sent to customers with open orders or bookings can be utility, at S$0.0205.
Is there a legal time limit for sending WhatsApp marketing in Singapore? +
No law sets WhatsApp marketing hours, but marketing to +65 numbers must follow the PDPA Do Not Call rules. QuickWA lets you set a sending window in Settings so scheduled broadcasts wait for the hours you choose.