ReachleeThe 2027 Instagram marketing calendar
and the DM to send for every date
Every retail moment worth a campaign in 2027 across the US, UK, India, Brazil, Spain and Latin America, Germany, Korea and Pakistan, each date checked against official and religious calendars, with the comment, story and DM automations that turn it into sales. Plan early: on the day, the people you can message are the ones who messaged you recently.
The planning rule behind every date
Start each 2027 campaign two to three weeks before the date. Meta lets a business message someone only within 24 hours of that person's last message, so a campaign sent on the day reaches only people who messaged you recently. A comment or story keyword run in the weeks before builds a folder of interested contacts, and Keep it open (up to 30 days) delivers the campaign to anyone on it the moment they message you again.
2027 at a glance: the date, the market and the DM to run
| Date (2027) | Moment | Markets | What to run in DMs |
|---|---|---|---|
| Fri 1 Jan | New Year | Global | A comment keyword on your year-ahead post sends a planner, guide or offer link |
| Wed 6 Jan | Reyes Magos (Three Kings' Day) | Spain, Mexico, much of Latin America | Gift carousel on a comment keyword; shipping cut-offs answered in DMs |
| Tue 26 Jan | Republic Day sales | India | Sale-preview waitlist folder, then a campaign the morning the sale opens |
| Sat 6 Feb | Lunar New Year (Seollal holidays in Korea 6–9 Feb) | Korea and other Lunar New Year markets | Gift-set carousel; holiday delivery dates in your AI knowledge |
| Expected Mon 8 Feb | Ramadan begins (moon sighting) | Pakistan, India, UK, Middle East, worldwide | Evening offers as a scheduled campaign; timings and delivery answered by AI |
| Sun 14 Feb | Valentine's Day | Global | 'GIFT' comment keyword to a carousel, or a DM quiz that picks the right gift |
| Sun 7 Mar | Mothering Sunday | UK | Order-by reminder to the folder of people who asked about gifts |
| Mon 8 Mar | International Women's Day | Global | Story reply to a discount code (Instagram), or a link to your feature or fundraiser |
| Expected Tue 9 or Wed 10 Mar | Eid al-Fitr | Pakistan, India, UK, Middle East, worldwide | Waitlist built during Ramadan, then an Eid campaign with Keep it open |
| Mon 22 Mar | Holi (Holika Dahan on Sun 21 Mar) | India and the diaspora | Festive product carousel; delivery-date questions answered in DMs |
| Sun 28 Mar | Easter (Good Friday 26 Mar) | US, UK, Germany, Spain, Brazil | Holiday hours and order cut-offs as keyword replies; a long-weekend offer campaign |
| Sun 2 May | Día de la Madre | Spain | Gift-guide carousel; replies in Spanish from your knowledge |
| Sun 9 May | Mother's Day, Dia das Mães, Muttertag | US, India, Brazil, Germany | Gift keyword in each market's language; one follow-up for non-clickers |
| Mon 10 May | Día de las Madres | Mexico | Campaign to your gift-interest folder the week before, with Keep it open |
| Expected Sun 16 or Mon 17 May | Eid al-Adha | Pakistan, India, UK, Middle East, worldwide | Order deadlines in AI knowledge; Needs-you alerts for custom orders |
| Sat 12 Jun | Dia dos Namorados | Brazil | Couples' gift carousel on a Portuguese comment keyword |
| Sun 20 Jun | Father's Day | US, UK, India | Gift quiz in DMs; order-by reminder campaign |
| July (dates set by Amazon) | Prime Day | Amazon's markets | Price-drop alert to people who asked to be told, sent as a campaign |
| Late July to early September | Back to school | US, UK, Europe | Bundle or list link on a comment keyword; ice breakers for sizing and stock questions |
| Sun 8 Aug | Dia dos Pais | Brazil | Gift carousel and a keyword reply in Portuguese |
| Sat 14 Aug and Sun 15 Aug | Independence Day sales | Pakistan (14 Aug), India (15 Aug) | Sale waitlist from comments, launch campaign on the day |
| Tue 17 Aug | Raksha Bandhan | India and the diaspora | Rakhi and gift carousel; delivery cut-offs answered by AI |
| Wed 15 Sep (holidays 14–16 Sep) | Chuseok | Korea | Gift-set carousel two weeks out; delivery deadlines in your AI knowledge |
| Fri 29 Oct | Diwali (Lakshmi Puja) | India and the diaspora | Waitlist folder from early October, launch campaign, Retrigger on the reveal post |
| Sun 31 Oct | Halloween | US, UK, global | Costume or recipe link on a comment keyword; story reply to a code (Instagram) |
| Thu 11 Nov | Singles' Day (11.11); Pepero Day in Korea | Asia, including Pakistan and Korea | 11.11 waitlist folder and a scheduled midnight launch |
| Fri 26 Nov | Black Friday (after US Thanksgiving, Thu 25 Nov) | Global, including Brazil, Germany, Spain, UK, India | VIP folder from early November, scheduled launch campaign, carousel on the launch post |
| Mon 29 Nov | Cyber Monday | Global | Last-call campaign that leaves out people who already clicked |
| Sat 25 Dec | Christmas | Global | Order-by campaign in mid-December; gift quiz; holiday hours in AI knowledge |
| Sun 26 Dec | Boxing Day | UK | Sale campaign to the folder that asked for it, kept open into the new year |
Dates checked 27 October 2026. Rule-based dates are computed. Hindu festival dates follow Drik Panchang for New Delhi; Ramadan and the two Eids are the UAE Astronomy Centre's projections and depend on moon sighting; Korean holidays follow the public-holiday calendar. Local observance can differ by a day, so confirm moon-sighting dates a week ahead.
Why a DM calendar works backwards from the 24-hour rule
A content calendar tells you what to post. A DM calendar has to answer a harder question: on the morning of Valentine's Day, who are you actually allowed to message? On Instagram and Facebook the answer is set by Meta, not by your tool. A business can send one private reply to a comment, within 7 days of it, and free-form messages only within 24 hours of the person's last message. Your followers are not a mailing list; a follower who has never messaged you can't be reached by any official tool, on any date (why, in detail). So every moment in 2027 has three phases, and the date in the table is only the middle one. The weeks in front of it decide how many people you can reach on it.
- Build, two to three weeks out: a comment or story keyword puts interested people in a folder, and the tap or reply that puts them there makes them reachable for the next 24 hours.
- Deliver, on the day: a scheduled campaign goes to the folder, and comment-to-DM on the day's post sends the link to every new commenter, follower or not.
- Catch up, in the days after: Retrigger works through the post's comments from the last 7 days, and one follow-up reminds the people who didn't click.
Set up one moment in Reachlee, then reuse it all year
Two to three weeks out: a teaser with a keyword
Pick the post or story that announces the moment and choose a comment keyword such as EARLY or GIFT. On the canvas, the automation sends a private reply with a button, then files whoever taps it into a folder named for the moment. On Instagram, a story-reply trigger can feed the same folder. The tap or reply counts as a message, so each person is reachable for 24 hours and on your list for the day itself.
In between: give the list a reason to write back
Sneak peeks in stories with a reply prompt, a DM keyword that sends the size guide or the menu, a quick question in a campaign to the people who are Active: every reply makes that person reachable again. Reachlee never sends outside the 24-hour window, and opted-out contacts are skipped automatically, so warming the list can't turn into spam.
The day before: build and schedule the campaign
Open Campaigns, start from the Announcement template, choose the folder as the audience and exclude anyone you don't want to reach. Turn on Keep it open for as many days as the moment lasts, walk through it in Preview, send yourself a test from a second account, then pick Schedule for later. Scheduling and Keep it open are on Pro.
On the day: comment-to-DM on the announcement post
Put a keyword automation on the post that opens the sale or reveals the product. Every commenter gets one private reply with your link or a product carousel of up to 10 cards. It is the only way to reach commenters who have never messaged you, and a campaign can't reach them at all.
The days after: Retrigger and one follow-up
If the post took off before the automation was live, Retrigger runs it over the comments from the last 7 days, skipping anyone already messaged and pacing the sends. A follow-up reminds people who didn't tap, once, and cancels itself if they do. Both are on Pro.
Month by month: what each season asks of your DMs
January and February: resolutions, Reyes, Lunar New Year, Valentine's
January opens with goal-setting content, which suits a comment keyword that sends a planner, a challenge sign-up or a class schedule. Shops in Spain and Latin America get a second gifting peak on 6 January for Reyes. Lunar New Year lands on Saturday 6 February, with Korea's Seollal holidays running to the 9th, and Valentine's Day follows eight days later, so a gift carousel built in January can serve both. Valentine's is also the year's first chance to use a DM quiz: a few tap-to-answer questions, then the gift link that fits.
February and March: Ramadan, Eid al-Fitr, Holi, Women's Day, Easter
Ramadan is expected to begin on 8 February 2027 and Eid al-Fitr on 9 or 10 March, depending on the moon. Shops serving Pakistan, India, the UK and the Middle East can build the Eid waitlist during Ramadan itself, from the posts people are already commenting on, and load order deadlines into their AI knowledge. Mothering Sunday in the UK is 7 March, International Women's Day the 8th, Holi Monday the 22nd and Easter Sunday the 28th: four reasons to keep one evergreen keyword running through March.
May and June: Mother's Days, Eid al-Adha, Dia dos Namorados, Father's Day
Mother's Day isn't one date. Spain celebrates on 2 May; the US, India, Brazil and Germany on 9 May; Mexico on 10 May. Run one automation per market when the language differs, or one automation on several specific posts when the message is the same (Pro). Eid al-Adha is expected on 16 or 17 May, Brazil's Dia dos Namorados is Saturday 12 June, and Father's Day in the US, UK and India is Sunday 20 June.
July and August: Prime Day, back to school, Independence Days, Raksha Bandhan
Amazon sets Prime Day in July and announces the dates itself, so sellers who compete with it keep a 'tell me first' folder ready and send the campaign the day the dates are public. Back to school runs from late July into September in the US and UK. Brazil's Dia dos Pais is 8 August, Pakistan's Independence Day the 14th and India's the 15th, both sale days, and Raksha Bandhan falls on Tuesday 17 August.
September and October: Chuseok, Diwali, Halloween
Chuseok is Wednesday 15 September, with holidays from the 14th to the 16th, and gift sets need a two-week lead. Diwali (Lakshmi Puja) is Friday 29 October and anchors India's festive shopping season, so open the waitlist at the start of October, announce with a reveal post, and Retrigger that post once it spreads. Halloween closes the month on a Sunday.
November and December: 11.11, Black Friday, Cyber Monday, Christmas, Boxing Day
Singles' Day on 11 November is a marketplace sale day across much of Asia, Pakistan included, and Pepero Day in Korea. Black Friday is Friday 26 November 2027 and Cyber Monday the 29th, on the same dates in Brazil, Germany, Spain, the UK and India. Christmas falls on a Saturday, which pulls order deadlines into mid-December, and the UK's Boxing Day sales start on Sunday 26 December. The Black Friday playbook covers the November sequence step by step.
Three ways the calendar plays out
An online boutique planning Diwali
The reveal post went up in Diwali week, the comments filled with 'price?' and 'link?', and the owner answered them by hand late at night. People who had asked about the collection in September were long out of reach by then.
A 'DIWALI' keyword on an early-October teaser files people into a folder, Reachlee AI answers delivery questions from the shop's own knowledge, the launch campaign goes out on schedule with Keep it open, and Retrigger sweeps the reveal post's first week of comments.
A creator with a Valentine's gift guide
The gift guide sat behind a link in bio that most viewers never tapped, and the Reel promoting it collected comments asking for the link that nobody answered before 14 February.
A 'GIFT' keyword on the Reel sends the guide as a product carousel the moment someone comments, one follow-up nudges people who didn't open it, and the same automation runs on two older gift Reels picked as several specific posts.
A home kitchen taking Eid orders
Eid orders arrived as DMs in the last days of Ramadan, mixed in with questions about timings and delivery areas, and most of those questions were the same few, asked again and again.
The order form goes out on a keyword from a Ramadan post, Reachlee AI answers delivery areas and cut-off times from the kitchen's knowledge, and anything it can't answer, like a custom tray, becomes a Needs-you alert so a person replies.
What a year of DM campaigns costs
The campaign editor is free on every plan, and Free can send a campaign right away to people who messaged you in the last 24 hours, alongside comment-to-DM, story replies and 3 contact folders, on 1,000 DMs a month. Pro ($9/mo) adds Schedule for later, Keep it open for up to 30 days, Retrigger, follow-ups, product carousels, one automation on up to 10 posts, and unlimited DMs. Growth ($14/mo) adds Reachlee AI with 1,000 credits a month for the questions that spike in peak weeks. Business ($29/mo) adds Google Sheets, 5 team seats and 2,500 credits.
Start freePlanning 2027 campaigns, answered
Can I message all my followers on a holiday like Black Friday or Eid?
No. Meta's official API doesn't allow it for any tool. A business may message someone only within 24 hours of that person's last message, and can never send the first message. Your followers become reachable when they comment on a post (one private reply, within 7 days) or when they message you. That is why the calendar starts two to three weeks before each date: the build-up post gives people a reason to comment or reply, and a campaign with Keep it open reaches each of them the moment they write to you.
When should I start preparing for each date?
Two to three weeks before is enough for most moments, and about a month for the biggest ones, such as Diwali, Black Friday and Christmas. Use that time to put a keyword on a teaser post or story so interested people land in a folder, to load your AI knowledge with the year's prices, deadlines and delivery areas, and to build and test the campaign. Then schedule it. Keep it open runs for up to 30 days, so a campaign sent on the morning of a sale keeps reaching people on the list who message you through the weekend.
Why are some dates marked as expected?
Ramadan, Eid al-Fitr and Eid al-Adha follow the Islamic lunar calendar and are confirmed by moon sighting, so each can move by a day, and different countries can observe on different days. The dates here are the projections published in 2026 by the UAE Astronomy Centre. Hindu festivals such as Holi, Raksha Bandhan and Diwali are calculated in advance; we used Drik Panchang for New Delhi. Build those campaigns early, then schedule or send them once the local date is announced.
Will a holiday campaign get my account restricted?
Not when it runs on Meta's official API and inside its rules, which is the only way Reachlee sends. Campaign messages go out gradually over the first minutes rather than all at once, Skip recently reached keeps anyone from getting two campaigns in a row (72 hours by default), opted-out contacts are never messaged, and Reachlee pauses an account automatically when Meta asks it to slow down. What gets accounts restricted is unofficial software that logs in as you to mass-message strangers.
Does the calendar work for Facebook Pages too?
Yes. Campaigns send from whichever connected account you choose, an Instagram professional account or a Facebook Page, and comment-to-Messenger, keyword replies, product carousels, follow-ups and Retrigger all run on Pages. Two Instagram-only pieces don't: story-reply triggers, because Meta sends no story events for Pages, and the follow check. Facebook Pages are part of Pro, and you can run the same calendar on both channels from one workspace.
What if I miss the build-up window for a date?
You still have the day itself. A comment keyword on the announcement post sends every commenter your link, follower or not, and Retrigger (Pro) catches the comments the post collected in the 7 days before the automation went live. What you lose is the campaign audience: without a list of people who messaged you recently, a campaign on the day reaches only whoever happens to be Active. Start the next moment earlier.
Can Reachlee answer the questions that pile up in peak weeks?
On Growth ($14/mo), Reachlee AI replies to DMs and comments from your own knowledge, so put the year's prices, delivery cut-offs, holiday hours and return rules into it before the season. It doesn't invent prices or links. When a question isn't covered, someone complains or someone asks for a person, the conversation is marked Needs you and you get an email or Telegram alert, so a busy week doesn't bury the conversations that need you.
What does it cost to run campaigns all year?
The core runs on Free: comment-to-DM, story replies, 3 folders and campaigns sent to Active contacts, within 1,000 DMs a month, and campaign messages count toward that limit. A full calendar usually calls for Pro at $9/mo, for scheduling, Keep it open, Retrigger, follow-ups, carousels and unlimited DMs. Growth at $14/mo adds Reachlee AI, and Business at $29/mo adds Google Sheets and team seats.
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