When is Christmas shopping peak 2027?

Christmas shopping peak 2027: 1–24 Dec 2027 (fixed date).

Which countries celebrate Christmas shopping peak?

Of the markets Dealmeteo tracks, Christmas shopping peak applies in Germany, United Kingdom, France, Spain, Italy, Poland, Netherlands, Belgium, Sweden, Ireland and Portugal.

Which country had the strongest Christmas shopping peak discounts in 2025?

On the Dealmeteo Promo Heat Index (0-100), Portugal scored 83 during Christmas shopping peak 2025, the highest of the markets we measured; Sweden was the lowest at 47.

Event guide

Christmas shopping peak 2026

Christmas shopping peak 2026 runs 1–24 Dec 2026 across 11 European markets. The date is certain (1–24 December, every year).

Fixed date

Date: 1–24 Dec 2026; 1–24 December, every year
Promo season: The day itself
Markets: 11 of 11; 🇩🇪 🇬🇧 🇫🇷 🇪🇸 🇮🇹 🇵🇱 🇳🇱 🇧🇪 🇸🇪 🇮🇪 🇵🇹

Calendar

Christmas shopping peak: the next editions

Christmas shopping peak 20261–24 Dec 2026Fixed date
Christmas shopping peak 20271–24 Dec 2027Fixed date
Christmas shopping peak 20281–24 Dec 2028Fixed date

Past editions

How hard did retailers discount for Christmas shopping peak?

Promo Heat Index (0-100) during the event, by market. It combines the share of tracked retailers on promotion, the number of live campaigns and how deep the discounts were.

Market	2024	2025
Europe	78	74
🇩🇪 Germany	67	69
🇬🇧 United Kingdom	79	72
🇫🇷 France	82	74
🇪🇸 Spain	89	74
🇮🇹 Italy	85	71
🇵🇱 Poland	86	83
🇳🇱 Netherlands	70	76
🇧🇪 Belgium	74	74
🇸🇪 Sweden	65	47
🇮🇪 Ireland	80	74
🇵🇹 Portugal	85	83

A dash means fewer than three retailers were covered. Historical data (2023–2025) is reconstructed from public captures in the Internet Archive's Wayback Machine. Not every page was captured every day, so earlier figures cover fewer retailers and days and carry a wider margin of error. Gaps are shown as gaps, never estimated. Source pages are linked for every data point. Methodology

The national press of our markets published 4,072 articles about Christmas shopping peak 2025, quoting a median discount of 50%.

FAQ

Christmas shopping peak: quick answers

When is Christmas shopping peak 2026?: Christmas shopping peak 2026 runs 1–24 Dec 2026 across 11 European markets. The date is certain (1–24 December, every year).
When is Christmas shopping peak 2027?: Christmas shopping peak 2027: 1–24 Dec 2027 (fixed date).
Which countries celebrate Christmas shopping peak?: Of the markets Dealmeteo tracks, Christmas shopping peak applies in Germany, United Kingdom, France, Spain, Italy, Poland, Netherlands, Belgium, Sweden, Ireland and Portugal.
Which country had the strongest Christmas shopping peak discounts in 2025?: On the Dealmeteo Promo Heat Index (0-100), Portugal scored 83 during Christmas shopping peak 2025, the highest of the markets we measured; Sweden was the lowest at 47.

Insights

Our analysis of Christmas shopping peak

All insights

Weekly · 1 Nov 2026

Black Friday is already on the homepage at 13 retailers in 10 markets, 26 days out

Four weeks before 27 November, three in ten of the European retailer sites we could read already carry a Black Friday label. Spain is the only market where we saw none, and Shein accounts for five of the 13.

4 min read

Also coming up

Other shopping events

Full calendar

Dates checked 1 Nov 2026. Live promotion levels for every market are on the Europe Live Monitor.