The short answer
Message before each big day, not on it. In 2026, Dussehra is on 20 October, Dhanteras on 6 November, Diwali on 8 November and Bhai Dooj on 11 November. Send one useful note a few days before Dhanteras and one before Diwali, then spend the festive days serving customers, not messaging them.
Key takeaways
- Pick two moments: before Dhanteras and before Diwali.
- Meta limits how many marketing messages one person gets, so a flood can stop arriving.
- Note who visits once in the rush, so you can thank them after.
- 01Mark the dates
- 02One message per moment, not one per day
- 03Make it about their usual
- 04Plan the week after
Mark the dates
Dussehra is on 20 October 2026. Dhanteras is on 6 November, Diwali on 8 November and Bhai Dooj on 11 November. Navratri runs in the days before Dussehra. Check your local calendar, as dates can differ by region.
One message per moment, not one per day
Meta limits how many marketing messages each person receives from businesses, based on how they engage. Send too many and later ones may not arrive at all. Choose two moments: one before Dhanteras for gifting and pre-orders, one before Diwali.
Make it about their usual
Sweets pre-orders for the family that orders every year. A festive look for a salon client who books before every occasion. Use what each customer bought last time.
Plan the week after
Some people will visit once in the rush and never again. Make a note of them now, so you can say thank you in mid-November.
Sources
Put it to work.
See who’s due for this one in your own Reten.
Written by the Reten editorial team. General guidance, not legal advice: check consent and messaging rules for your business before you send.
