Competitive Intelligence Calendar 2026–2027: 12 Windows That Decide the Year

Brazilian e-commerce concentrates ~38% of annual revenue in 8 dates (Neotrust/Confi). But the competitive window is wider than that: preparation starts earlier and the post-date read dictates the next quarter. This calendar covers the 12 moments when the competitive signal is worth the most — valid for 2026 and 2027 with minor date adjustments.

January — Back to school

• Sales peak: Jan 10–25.
• Monitor: school-supply bundles + conditional free shipping.
• Average depth: 15–22% in stationery, 8–12% in electronics for students.
• Action: tune kit/combo in the 1st week; offers extended to Jan 25 capture late buyers.

February — Pre-Carnival and re-engagement

• Window: first half for casual fashion, beachwear, beauty.
• Monitor: competitors’ welcome coupons, “refer and earn” mechanics.
• Average depth: 10–18%, recurring base reactivated.
• Action: rewarm your inactive base with a comeback coupon — before the competitor does.

March — International Women’s Day + Easter warm-up

• Dates: Mar 8 (Women) and Easter prep (which falls on Apr 5, 2026 and Mar 28, 2027).
• Monitor: beauty, fitness, books, gourmet chocolate.
• Average depth: 12–20% in beauty, 25–40% in chocolate during Easter week.
• Action: test a seasonal product in paid media 10 days before the peak.

April — Easter + post-Easter

• Window: 7 days before the date + 5 days after (clearance).
• Monitor: post-date depth — whoever was left with stock offers BOGO/40%+ within 96h.
• Action: if you forecasted well, hold your price; if you got it wrong, release the clearance within 48h after.

May — Mother’s Day

• Peak: 2nd Sunday. Hot window: -10 to -2 days.
• Monitor: beauty, jewelry, appliances, home, ready-made gifts.
• Average depth: 15–25%, with a “purchase + free gift wrap” package.
• Action: the warm-up starts 30 days ahead — a competitor-coupon alert is worth its weight in gold.

June — Valentine’s Day (Dia dos Namorados)

• Date: Jun 12.
• Monitor: jewelry, lingerie, fragrance, experiences, travel.
• Average depth: 15–22%, “buy 2 get X” mechanic is popular.
• Action: average ticket rises ~28% on the date — a premium combo pays off.

July — Mid-year sale + Winter Friday

• Window: first half of July.
• Monitor: fashion, footwear, home — end of winter collection.
• Average depth: 30–50% on the winter collection, “last piece” offers.
• Action: don’t compete on depth in the clearance — compete with curation + shipping.

August — Father’s Day + B2B rebound

• Peak: 2nd Sunday.
• Monitor: appliances, beverages, tools, menswear.
• Average depth: 15–22%.
• Action: less viral than Mother’s Day — works better with a bundle and extended installments.

September — Black Friday warm-up + Customer Day

• Symbolic date: Sep 15 (Customer Day).
• Monitor: first BF teasers, mix adjustment, banner change.
• Action: this is the calibration window — the competitor is revealing their BF strategy.

October — Pre-Black Friday + Children Brand Day

• Window: all of October. Average depth climbs from 10% (start) → 18% (end).
• Monitor: competitors’ email/SMS (VIP pre-BF coupons), weekly home-banner change.
• Action: turn on intensive monitoring (Seasonal Mode = scheduler every 5 min in Batedor).

November — Black Friday + Cyber Monday

• Dates: BF Nov 27, 2026 and Nov 26, 2027. Cyber: the following Monday.
• Monitor: everything. Price, coupon, shipping, installments, delivery time, scarcity badges.
• Average depth: 30–45% in electronics, 25–40% in fashion, 20–30% in beauty.
• Action: pricing review every 4h, not daily. Full playbook here.

December — Christmas + Last-Minute

• Window: Dec 1–22 (peak) + Dec 23–24 (frantic last-minute).
• Monitor: promised vs delivered shipping time, gift wrapping, gift cards.
• Action: a delivery-time edge is worth more than price in this phase. Detailed strategy.

The calendar on one screen