Every year the Microsoft Store sees an increase in the number of customers downloading and purchasing content during the holiday season. During the holiday months of 2016, the Microsoft Store saw more than a 30% increase in the number of downloads when compared to the rest of the year.

To take advantage of the holiday momentum, youíll want to update or submit your app or game no later than November 14th for Thanksgiving (US) and December 14th for the Christmas holiday. You can see the full list of submission deadlines below. Updating or submitting your app early ensures that they will be available during the holiday season!

Holiday Submission deadline for app publishing for these holidays Date
Thanksgiving Thursday, Nov 23
Friday, Nov 24
Tuesday, Nov 14
Christmas Monday, Dec 25
Tuesday, Dec 26
Thursday, Dec 14
New Yearís Monday, Jan 1 Monday, Dec 18

Source: Microsoft Store app and game submission deadlines for the holiday season - Building Apps for Windows