TikTok has launched region-specific marketing calendars for 2026, providing small and medium businesses with seasonal planning tools for the year ahead.

The platform released tailored calendars for major regions across Europe and the Middle East, including a UK and Ireland edition. Businesses can download the calendars through a registration form on TikTok’s website.

Calendar Features and Structure

The 2026 marketing calendar identifies seasonal moments across four quarters, from January through December. The UK edition highlights dates including Valentine’s Day (February 14), Easter Sunday (April 5), and Black Friday (November 27).

“We want to give you the most relevant tools and easy-to-implement advice so that you can choose which key moments to prioritize for your marketing strategy in 2026,” TikTok states in the announcement.

Each seasonal moment includes platform-specific recommendations. TikTok advises businesses to select up to three major holidays that align with their brand and launch campaigns up to two months before the actual date.

Platform Tools and Advertising Features

The calendar incorporates references to TikTok’s advertising products throughout the year. For January, TikTok recommends leveraging TikTok One to collaborate with creators through Creative Center, Creator Marketplace, and Creative Exchange features.

February’s guidance suggests using Smart+ Catalog Ads to showcase products ahead of Valentine’s Day. The platform describes these ads as featuring dynamic formats that automatically reach shoppers searching for gifts.

For the back-to-school season in August, TikTok recommends combining Spark Ads with Smart+ Catalog Ads to reach parents and students through organic and dynamic placements.

Seasonal Opportunities

The UK calendar tracks cultural and commercial events across categories, including health and fitness, fashion, sports, and retail. January emphasizes health-related content, noting that #FitTok has 5.5 million posts on the platform.

The calendar identifies the FIFA World Cup beginning June 11, 2026, and running through the final on July 19. Wimbledon starts June 29, and the Winter Olympics run throughout February, with the final events on February 22.

Fashion weeks appear twice in the calendar: London Fashion Week for Autumn/Winter 2026 collections begins February 19, while Spring/Summer 2027 collections start September 18.

Q4 Planning Recommendations

TikTok advises businesses to begin Black Friday and Q4 planning in July. The platform recommends preparing lead-generation campaigns using deep-funnel optimization to optimize both upper-funnel and deeper-funnel events.

For December, TikTok identifies the period between Christmas and New Year as “Q5,” suggesting businesses produce ads with self-care or self-gifting narratives during this time.

The calendar notes that December marketing typically focuses on shopping dates before the delivery cutoff, usually between December 10-18.