Festive Season Ad Prep Starts in August, Not October

• 1. Start festive ad prep in August to avoid CPM spikes during Big Billion Days and Diwali.
• 2. Testing creative in September means testing during the most expensive weeks of the year.
• 3. Test festive-angle creative early, build retargeting pools, and lock inventory-aware campaigns before demand outpaces stock.
• 4. Brands that test in August scale in October; brands that start in October pay premium prices to learn what they should have tested two months earlier.

When should festive season ad prep start?

Festive season ad prep starts in August, not October. By the time Big Billion Days or Diwali sale windows open, CPMs across every fashion category spike hard. Wait until September to test creative and you test during the most expensive, most competitive weeks of the year. You should test festive-angle creative early while CPMs are normal, build retargeting pools ahead of the spike, and lock inventory-aware campaigns before demand outpaces stock. Brands that test in August scale in October. Brands that start in October pay premium prices to find out what should have been tested two months earlier.