For retail, D2C, jewellery, electronics, automobiles, real estate and gifting businesses, festive months can account for a large share of annual sales. But competition for attention also peaks, and ad costs rise.
Start planning early
Plan festive campaigns several weeks in advance. Creative production, product photography, inventory and offer approvals all take time.
Map your calendar
Key moments vary by region and business. Common ones include:
- Raksha Bandhan and Independence Day sales
- Ganesh Chaturthi and Onam in specific regions
- Navratri, Durga Puja and Dussehra
- Dhanteras and Diwali
- Wedding season
- Christmas and year-end
- Republic Day sales, Pongal, Makar Sankranti and Lohri
Build in phases
- Warm-up: content and ads that build awareness and grow your remarketing audiences.
- Peak: offers, urgency and retargeting to people who engaged.
- Post-festival: thank-you messages, reviews and repeat-purchase offers.
Prepare your systems
- Test website speed and checkout for high traffic.
- Update delivery timelines and cut-off dates clearly.
- Make sure customer support can handle higher volumes, with WhatsApp automation if needed.
Respect regional differences
Festivals differ by state, and greetings and creatives should reflect local culture. One national creative may not work equally well everywhere.
FAQs
When should festive ads start?
Awareness campaigns often begin a few weeks before peak days, with heavier spend closer to the festival.
Should we discount heavily?
Not always. Bundles, gift wrapping and free delivery can protect margins.
What about after Diwali?
Use the post-festival period to collect reviews and encourage repeat purchases.
