2026 Rakuten Sale Calendar Complete Strategy: Annual Schedule and Sales Maximization Secrets for Beginner Store Managers
For those operating a Rakuten shop, the wave of "major sales" held several times a year is unavoidable. In the 2026 EC market, the spread of automated purchasing by AI agents and the shift to more personalized search algorithms are predicted to accelerate. This article thoroughly explains the "Rakuten Sale 2026 Calendar" forecast and specific action plans for each event, which are essential for beginner store managers to reliably increase sales (GMV).
Table of Contents (Click to Expand)
1. 2026 Major Rakuten Sale Forecast: Annual Schedule Overview
In the 2026 Rakuten ecosystem, the pillars of sales will be the "Rakuten Super SALE" held in March, June, September, and December, as in previous years. In addition to this, how to routinize and conquer the "Shopping Marathon" held almost once or twice every month is the key to stabilizing the store's cash flow.
A common mistake made by beginner store managers is starting preparations just before the sale. Rakuten's algorithms (RPP ads and search rankings) emphasize the number of accesses and conversion rate (CVR) during the "preparation" period before the sale starts. You need to calculate backwards from the calendar and complete coupon issuance and product name optimization at least two weeks in advance.
2. Strategic Differentiation Between Rakuten Super SALE and Shopping Marathon
"Super SALE" is an excellent opportunity to acquire new customers. Since Rakuten's overall traffic is maximized, prepare featured products (half-price search targets, etc.) and reliably catch users aiming for point ups via "Standard Shop Campaign".
On the other hand, "Shopping Marathon" is suitable for encouraging repeat purchases by existing customers and replenishment of stock items. By utilizing CRM (Customer Relationship Management) tools and distributing newsletters and LINE messages at appropriate times from the last purchase, you can achieve high ROAS while suppressing ad costs.
3. Ad Operation and Point Multipliers: The Crucial "Days Ending in 5 and 0"
During the Rakuten sale period, sales jump typically on "days ending in 5 and 0". By strengthening the bid price of RPP ads on this day and stacking your own store's "point multiplier (+4x to 9x)", it is possible to increase exposure in search results and the conversion rate after clicking at the same time.
In 2026, not only point grants but also "delivery quality" and "quality of user reviews" will greatly affect the search score. The logistics system (utilization of RSL, etc.) to ride out the wave of sales is also an important element to incorporate into schedule management.
4. User Behavior Trends During Sales Seen in Data
The chart below shows the correlation between the number of accesses (PV) and sales from before the start of the sale to after the end in a general Rakuten shop. Understanding the two peaks of the start dash immediately after the start and the "last-minute demand" just before the end leads to optimization of inventory allocation.
FAQ
- Q. When will the 2026 Rakuten Super SALE be held?
- A. While the official announcement will be made just before the event, based on trends from previous years, it is highly likely to start at 20:00 on the 4th of March, June, September, and December. Mark these periods on your calendar in advance.
- Q. What advertising should a beginner store start with?
- A. Start with "RPP Ads (Rakuten Promotion Platform)". You can start with a small budget and directly capture search traffic during sale periods. Fine-tune your ads while checking ROAS for each keyword.
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Summary
The key to conquering Rakuten sales in 2026 lies in "advance preparation" and "utilization of data" based on the annual calendar. By understanding the characteristics of Super SALE and Shopping Marathon and strategically combining RPP ads and point multipliers, it is possible to differentiate yourself from competitor stores. Start by reviewing your schedule for the upcoming sale.
Published: 2026-02-12 / Author: RISA WATANABE
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References
- [1] Rakuten Group, Inc. Investor Relations "Domestic EC Gross Merchandise Value Trends"
- [2] 2026 EC Market Forecast Report: Next-Generation Search Algorithms and Changes in Purchasing Behavior