Short answer: During big seasons such as Eid, Pohela Boishakh, Black Friday and Christmas, more people are ready to buy, but more advertisers compete, so CPMs rise. Plan in three phases: build audiences and test creative 3 to 4 weeks before, push your best offers and budget during the peak, and retarget and collect reviews after. Set up tracking, stock and delivery plans early, and do not launch untested campaigns on the busiest days.
Phase 1: before the season (3 to 4 weeks early)
- Check tracking: pixel, Conversions API and purchase values.
- Test creative and offers now, while costs are lower.
- Build warm audiences: video viewers, page and Instagram engagers, website visitors.
- Plan stock and delivery, including last order dates for delivery before the holiday.
- Prepare a calendar of offers and creative for each week.
Phase 2: during the peak
| Action | Why |
|---|---|
| Scale proven campaigns | Untested campaigns are risky when costs are high |
| Raise budgets in steps | Big jumps can restart learning |
| Refresh creative often | Frequency rises quickly in busy periods |
| Retarget warm audiences | They convert best when urgency is high |
| Show delivery deadlines | Urgency and clarity reduce lost sales |
Phase 3: after the season
- Retarget people who visited but did not buy with a final offer.
- Ask buyers for reviews and photos, with permission, for future ads.
- Thank customers and offer accessories or related products.
- Review results by campaign, creative and audience to plan next year.
Budget planning for the season
Look at last year’s results if you have them. Plan how much extra budget you can spend, and in which weeks. A common pattern is a moderate increase during the testing weeks, the largest share in the final week before the holiday, and a smaller amount after for retargeting. Keep part of the budget flexible so you can move it to the campaigns that perform best once the season starts.
Offers that work in seasons
- Gift bundles and family packs
- Free delivery above a minimum order
- Early bird pricing before the rush
- Limited editions for the season
Make sure offers are real and that prices before discounts are honest.
Creative ideas
- Seasonal colours and themes, while keeping your brand recognisable
- Gift guides by budget or by person
- Short videos showing packaging and delivery
- Customer reviews from previous seasons
Frequently asked questions
When should I start Eid ads on Facebook?
Why are Facebook ads more expensive before Eid and Black Friday?
Should I launch new campaigns during the peak?
How much should I increase budget in a sale?
What should I do after the season ends?
Who can plan seasonal Meta Ads campaigns for my business?
Planning your next big sale?
I can plan and run your seasonal campaigns. See my Meta Ads management service or request a free ads audit. Also read How to Scale Meta Ads Without Killing ROAS and Facebook Ad Fatigue.