It’s important that your email marketing focuses on the major shopping events on the calendar like Black Friday, Cyber Monday, and Christmas, but there are also alternative days that you can target. You can, for example, also promote GivingTuesday. In the US, GivingTuesday (aka #GivingTuesday) is the Tuesday after Thanksgiving. The goal of this day is to get individuals and businesses to change their communities and the world by good deeds. This way, you can also appeal to a bigger audience.