diff --git a/src/pretix/base/templatetags/html_datetime.py b/src/pretix/base/templatetags/html_datetime.py
new file mode 100644
index 0000000000..25b2d86c4d
--- /dev/null
+++ b/src/pretix/base/templatetags/html_datetime.py
@@ -0,0 +1,43 @@
+#
+# This file is part of pretix (Community Edition).
+#
+# Copyright (C) 2014-2020  Raphael Michel and contributors
+# Copyright (C) 2020-today pretix GmbH and contributors
+#
+# This program is free software: you can redistribute it and/or modify it under the terms of the GNU Affero General
+# Public License as published by the Free Software Foundation in version 3 of the License.
+#
+# ADDITIONAL TERMS APPLY: Pursuant to Section 7 of the GNU Affero General Public License, additional terms are
+# applicable granting you additional permissions and placing additional restrictions on your usage of this software.
+# Please refer to the pretix LICENSE file to obtain the full terms applicable to this work. If you did not receive
+# this file, see <https://pretix.eu/about/en/license>.
+#
+# This program is distributed in the hope that it will be useful, but WITHOUT ANY WARRANTY; without even the implied
+# warranty of MERCHANTABILITY or FITNESS FOR A PARTICULAR PURPOSE.  See the GNU Affero General Public License for more
+# details.
+#
+# You should have received a copy of the GNU Affero General Public License along with this program.  If not, see
+# <https://www.gnu.org/licenses/>.
+#
+from django import template
+from django.utils import dateformat
+from django.utils.formats import get_format
+from django.utils.translation import get_language
+
+register = template.Library()
+
+
+@register.filter(expects_localtime=True, is_safe=False)
+def html_datetime(value, arg=None):
+    if value in (None, ''):
+        return ''
+
+    lang = get_language()
+    datetime_format = get_format(arg, lang)
+
+    try:
+        date_iso = value.isoformat()
+        date_human = dateformat.format(value, datetime_format)
+        return f"<time datetime='{date_iso}'>{date_human}</time>"
+    except AttributeError:
+        return ''
diff --git a/src/pretix/presale/templates/pretixpresale/fragment_calendar.html b/src/pretix/presale/templates/pretixpresale/fragment_calendar.html
index 8a7b74ad22..1ac3ffcbba 100644
--- a/src/pretix/presale/templates/pretixpresale/fragment_calendar.html
+++ b/src/pretix/presale/templates/pretixpresale/fragment_calendar.html
@@ -1,3 +1,4 @@
+{% load html_datetime %}
 {% load i18n %}
 {% load date_fast %}
 {% load calendarhead %}
@@ -110,11 +111,9 @@
                                                     {% trans "Sale over" %}
                                                 {% elif event.event.settings.presale_start_show_date and event.event.effective_presale_start %}
                                                     <span class="fa fa-ticket" aria-hidden="true"></span>
-                                                    {% with date_human=event.event.effective_presale_start|date_fast:"SHORT_DATE_FORMAT" date_iso=event.event.effective_presale_start|date_fast:"c"  %}
-                                                    {% blocktrans with start_date="<time datetime='"|add:date_iso|add:"'>"|add:date_human|add:"</time>"|safe %}
+                                                    {% blocktrans with start_date=event.event.effective_presale_start|html_datetime:"SHORT_DATE_FORMAT"|safe %}
                                                         from {{ start_date }}
                                                     {% endblocktrans %}
-                                                    {% endwith %}
                                                 {% else %}
                                                     <span class="fa fa-ticket" aria-hidden="true"></span> {% trans "Soon" %}
                                                 {% endif %}
diff --git a/src/pretix/presale/templates/pretixpresale/fragment_day_calendar.html b/src/pretix/presale/templates/pretixpresale/fragment_day_calendar.html
index ab2c6f168a..815aa1b779 100644
--- a/src/pretix/presale/templates/pretixpresale/fragment_day_calendar.html
+++ b/src/pretix/presale/templates/pretixpresale/fragment_day_calendar.html
@@ -1,3 +1,4 @@
+{% load html_datetime %}
 {% load i18n %}
 {% load eventurl %}
 <div class="day-calendar cal-size-{{ raster_to_shortest_ratio }}{% if no_headlines %} no-headlines{% endif %}"
@@ -116,7 +117,7 @@
                                 <span class="fa fa-ticket" aria-hidden="true"></span> {% trans "Sale over" %}
                             {% elif event.event.settings.presale_start_show_date and event.event.effective_presale_start %}
                                 <span class="fa fa-ticket" aria-hidden="true"></span>
-                                {% blocktrans with start_date=event.event.effective_presale_start|date:"SHORT_DATE_FORMAT" %}
+                                {% blocktrans with start_date=event.event.effective_presale_start|html_datetime:"SHORT_DATE_FORMAT"|safe %}
                                     from {{ start_date }}
                                 {% endblocktrans %}
                             {% else %}
diff --git a/src/pretix/presale/templates/pretixpresale/fragment_week_calendar.html b/src/pretix/presale/templates/pretixpresale/fragment_week_calendar.html
index 61d536b871..98a35278d3 100644
--- a/src/pretix/presale/templates/pretixpresale/fragment_week_calendar.html
+++ b/src/pretix/presale/templates/pretixpresale/fragment_week_calendar.html
@@ -1,3 +1,4 @@
+{% load html_datetime %}
 {% load i18n %}
 {% load date_fast %}
 <div class="week-calendar">
@@ -79,7 +80,7 @@
                                     {% trans "Sale over" %}
                                 {% elif event.event.settings.presale_start_show_date and event.event.effective_presale_start %}
                                     <span class="fa fa-ticket" aria-hidden="true"></span>
-                                    {% blocktrans with start_date=event.event.effective_presale_start|date_fast:"SHORT_DATE_FORMAT" %}
+                                    {% blocktrans with start_date=event.event.effective_presale_start|html_datetime:"SHORT_DATE_FORMAT"|safe %}
                                         from {{ start_date }}
                                     {% endblocktrans %}
                                 {% else %}
diff --git a/src/pretix/presale/views/widget.py b/src/pretix/presale/views/widget.py
index 87ffa7e680..c5ba6ed3e4 100644
--- a/src/pretix/presale/views/widget.py
+++ b/src/pretix/presale/views/widget.py
@@ -471,10 +471,11 @@ class WidgetAPIProductList(EventListMixin, View):
             availability['color'] = 'red'
             availability['text'] = gettext('Sale over')
             availability['reason'] = 'over'
-        elif event.settings.presale_start_show_date and ev.presale_start:
+        elif event.settings.presale_start_show_date and ev.effective_presale_start:
             availability['color'] = 'orange'
             availability['text'] = gettext('from %(start_date)s') % {
-                'start_date': date_format(ev.presale_start.astimezone(tz or event.timezone), "SHORT_DATE_FORMAT")
+                'start_date': date_format(ev.effective_presale_start.astimezone(tz or event.timezone),
+                                          "SHORT_DATE_FORMAT")
             }
             availability['reason'] = 'soon'
         else: