# Shopee Campaign Calendar Guide

A reference for reading Shopee's official event calendar and building your 90-day campaign roadmap.

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## Understanding Shopee's Campaign Structure

Shopee runs three tiers of campaigns:

### Tier 1 — Platform Mega Events (highest traffic, highest competition)
Double-digit day events where Shopee spends heavily on marketing and platform-subsidised vouchers:

| Event | Typical Date | Key Markets | Notes |
|-------|-------------|-------------|-------|
| 1.1 New Year Sale | Jan 1 | All markets | Lower competition than 11.11 |
| 2.2 | Feb 2 | All markets | Pre-CNY shopping spike |
| Chinese New Year | Jan/Feb (lunar) | MY, SG, TW, PH, TH | Category-specific (food, fashion, home) |
| 3.3 | Mar 3 | All markets | Spring shopping |
| 4.4 | Apr 4 | All markets | Mid-year warmup |
| 5.5 | May 5 | All markets | Mid-year sale |
| 6.6 | Jun 6 | All markets | Mid-year peak |
| 7.7 | Jul 7 | All markets | |
| 8.8 | Aug 8 | All markets | Strong in MY (Merdeka), SG (National Day) |
| 9.9 Super Shopping | Sep 9 | All markets | One of the top 3 events |
| 10.10 | Oct 10 | All markets | |
| 11.11 | Nov 11 | All markets | Biggest event of the year |
| 12.12 | Dec 12 | All markets | Year-end clearance |
| Christmas / Year-End | Dec 24–31 | SG, PH, MY | Platform + seller-run events |

### Tier 2 — Platform Thematic Campaigns (medium traffic)
Shopee organises these around product categories or local events:
- Ramadan Sale (ID, MY, SG — varies yearly)
- Mother's Day / Father's Day
- Back to School
- Shopee Birthday Sale (varies by market)
- Payday Sales (typically 25th–1st of each month)

### Tier 3 — Seller-Initiated Campaigns (always available)
- Evergreen Flash Sales (any approved slot, subject to availability)
- Store Vouchers (always available in Marketing Centre)
- Coins Cashback (seller-funded or platform-subsidised during events)
- Follow Prize (reward followers with exclusive vouchers)

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## How to Access the Official Calendar

1. Log into Shopee Seller Centre.
2. Navigate to **Marketing Centre → Campaigns**.
3. Click **"Browse Campaigns"** or **"Available Campaigns"**.
4. Filter by market and date range.
5. Look for the **"Apply"** button — campaigns open for application show green status.

> **Tip**: Bookmark the Shopee Seller Education Hub for your market — it publishes the full campaign calendar 2–3 months in advance.

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## Building Your 90-Day Roadmap

### Phase 1 — Identify anchor events (Week 1)
1. Pull the next 90 days from the Shopee campaign calendar.
2. Mark all Tier 1 events as **hard anchors** — plan Flash Sale applications, stock orders, and voucher configs around these.
3. Mark Tier 2 events relevant to your category as **soft anchors**.

### Phase 2 — Build the event prep timeline
Work backwards from each event date:

| Days Before Event | Action |
|------------------|--------|
| D-21 | Confirm stock availability for Flash Sale SKUs |
| D-14 | Submit Flash Sale application for major events |
| D-7 | Flash Sale approval usually confirmed; set up vouchers |
| D-5 | Stock replenishment orders placed if needed |
| D-3 | Activate pre-event voucher (all buyers) |
| D-2 | Activate Coins Cashback (if using) |
| D-1 | Final stock count, confirm logistics partner readiness |
| D-Day | Monitor live dashboard every 30 min |
| D+1 | Download campaign report, begin analysis |
| D+2 | Complete post-mortem, plan next cycle |

### Phase 3 — Fill non-event weeks
Between major events, run evergreen Flash Sales on high-traffic days:
- **Best days**: Friday, Saturday, Sunday (30–40% higher traffic vs. weekday)
- **Best slots**: 12pm (lunch), 3pm (afternoon browse), 9pm (evening peak)
- Rotate SKUs — same Flash Sale product every week desensitises buyers to your normal price.

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## Market-Specific Notes

### Malaysia (MY)
- Payday is typically 25th–1st; run vouchers during this window.
- Hari Raya (Aidilfitri) is the single biggest fashion and home event of the year. Apply for Flash Sales 3 weeks in advance.
- Merdeka (Aug 31) is a strong anchor for electronics, home, and fashion.

### Singapore (SG)
- National Day (Aug 9) drives strong local brand and lifestyle category sales.
- GST Voucher payout periods (July–August) correlate with consumer spending spikes.
- Competition is highest — focus on review quality over discount depth.

### Philippines (PH)
- Payday effect is very pronounced (25th, 30th, 15th). Run Flash Sales on these dates.
- Fiesta season (varies by region) drives food and fashion sales.
- Strong mobile shopping behaviour — ensure mobile-optimised listing images.

### Indonesia (ID)
- Harbolnas (Hari Belanja Online Nasional) = Dec 12, coincides with 12.12.
- Ramadan and Eid are the largest shopping periods of the year.
- Flash Sale competition is intense — differentiate with bundle offers.

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## Calendar Template (90-Day Planner)

```
Month 1
  Week 1: [Upcoming event?] → [Action needed]
  Week 2: Evergreen Flash Sale — [SKU] Friday slot
  Week 3: Evergreen Flash Sale — [SKU] Saturday slot
  Week 4: Pre-[Event] prep → Submit Flash Sale application

Month 2
  Week 1: [Event week] → Flash Sale + Voucher + Coins
  Week 2: Post-event recovery + analysis
  Week 3: Evergreen Flash Sales resume
  Week 4: Pre-[Next Event] stock order

Month 3
  Week 1–2: Evergreen + soft-anchor campaign
  Week 3: Pre-[Major Event] prep
  Week 4: [Major Event] → All campaign types active
```