For most niches, November–December brings 30–50% of annual revenue. It also brings the most expensive auction and the toughest competition. Those who prepare in October skim the cream; those who switch on ads on November 20 pay triple for the leftover traffic. The preparation plan is below.
Preparation timeline
Stock up on best-selling items, test site speed under load, update the feed. Fixing product pages during the sale is too late.
Campaigns must enter the peak already trained. We raise the budget gradually and build up remarketing audiences – these are the people we will "harvest" most cheaply on sale days.
We lock in the discount mechanics (honest ones – both Google and shoppers catch fake crossed-out prices) and prepare banners, a promo page and email announcements.
On sale days we keep profitable campaigns from hitting the daily limit: every lost hour of the peak means lost orders. We monitor stock: advertising sold-out items = money down the drain.
Remarketing to those who looked but did not buy, gift selections for the holidays and an honest review of the numbers – the foundation for the next season.
Common mistakes
A new campaign at the peak = the algorithm learning at the highest prices. The same money spent a month before the peak would have brought three times as much.
The most frustrating scenario: ads brought in a crowd, and the site is slow or down. A speed check and a platform that handles the load are your insurance for the season.
Raising the price a week ahead and "cutting" it on Friday backfires: shoppers compare, and Merchant Center tracks price history. The reputational losses outweigh the gain.
We will build a seasonal plan for your niche: site preparation, campaign warm-up, promotion mechanics and week-by-week budgets. At the peak, you will skim the cream while others pick over the leftovers of the auction.
📝 Get a seasonal planFree consultation. We will show you the seasonal demand curves of your specific niche
