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Preparing for Peak: FAQs for Retail Marketers

What does "Peak" mean in retail today?

Traditionally, “Peak” referred to the December rush into Christmas followed by January sales. Today, Peak extends from late September through to January. It now represents a quarter of the retail year, covering Black Friday, Cyber Weekend, Christmas, and January promotions.

Why has the Peak shopping season expanded into a full quarter of the year?

Peak has stretched because:

  • Shoppers start researching earlier and spread purchases across multiple touchpoints.

  • Competitors pull demand forward with early promotions, creating multiple mini-peaks.

  • Loyalty is weaker, with shoppers driven by deals and last-minute buying.

  • Media costs rise, making efficiency and planning essential.

When should retailers start and stop their Peak campaigns?

  • Start early: Many shoppers decide weeks before November. Waiting until Black Friday is too late.

  • Ride the peaks: Black Friday, Cyber Weekend, and December weekends all create unique surges.

  • Stay late: Demand remains strong in the run-up to Christmas and into January sales.

How can retailers create their own tent-pole shopping moments during Peak?

Retailers don’t have to rely only on industry-wide events. By planning their own promotions, they can:

  • Turn quieter weeks into mini-peaks

  • Take advantage of lower competition and cheaper media

  • Build new demand spikes outside crowded retail periods

What are the four key levers for maximising Google Performance Max during Peak?

  1. ROAS & CPA targets: Adjust carefully (±20%) to avoid disrupting AI learning

  2. Budgets: Avoid fixed caps; allow room for surging demand

  3. Seasonality adjustments: Use sparingly for short-term conversion lifts

  4. Demand Gen & gifting campaigns: Launch by October to influence early shoppers

How can retailers maintain strong campaign hygiene so AI can optimise effectively?

  • Measurement: Ensure conversion tracking is watertight

  • Data quality: Refresh and enrich first-party audiences

  • Creative: Provide varied assets such as imagery, video, and seasonal content

  • Search alignment: Scale paid search alongside PMax to capture in-market demand

Why is gifting strategy so critical to Peak retail performance?

  • Early influence: Shoppers choose gifts weeks before Black Friday

  • Gift cards extend sales: Demand often peaks right up to Christmas Eve

  • Retention opportunity: Gift recipients can be nurtured into long-term loyal customers

Does the Peak season end after Christmas?

No. Retailers who keep campaigns running into January capture:

  • The New Year sales surge

  • Post-Christmas gift card redemptions

  • Momentum that carries into spring

What is the ultimate takeaway for retail marketers planning for Peak?

Peak is no longer a short sprint but a four-month season. Success comes from:

  • System-level readiness with data, creative, and tracking

  • Budgets that flex with demand

  • Holding steady performance targets so AI can optimise effectively