Key Summary
- In 2024, UK shoppers spent £3.63B online over Black Friday weekend—peak season is the biggest revenue driver for e-commerce brands.
- Adyogi’s playbook: build pre-buzz campaigns, optimise for seasonal search, use dynamic ads, refresh creatives, and segment offers by discount tiers.
- Base’s role: ensure operations keep up with demand through multi-channel order sync, real-time inventory management, shipping automation, and workflow triggers.
- Smart brands use Adyogi + Base together: marketing drives traffic and sales, while automation ensures every order is fulfilled accurately and on time.
- Peak season isn’t just about short-term spikes—it sets momentum for 2025 growth and customer retention.
Expert Insights from Adyogi and Base
Why Peak Season Matters for E-Commerce Brands
For e-commerce brands, peak sales events, from Black Friday and Cyber Monday to Christmas and Boxing Day, represent the most important trading windows of the year.
In 2024, UK shoppers spent £1.12B online on Black Friday alone (Adobe Analytics via Forbes). Across the full weekend, that figure hit £3.63B (Reuters). December grocery sales topped £13B, with £1.6B spent online (NFU/Kantar).
But peak season isn’t just about short-term spikes. It’s also the best time to:
- Acquire new customers
- Clear inventory efficiently
- Set momentum for the year ahead
Adyogi and Base have teamed up to provide practical strategies. Adyogi delivers performance marketing expertise, while Base helps brands streamline operations, manage multi-channel sales, and automate key processes, ensuring smooth fulfilment and inventory management during the busiest time of the year.
Adyogi’s Playbook for Peak Season Advertising
Here are 10 proven tactics Adyogi recommends for brands preparing for peak sales:
- Build Buzz Before Discounts Drop
- Run pre-buzz campaigns in early November to warm up audiences
- Brands that did this saw 17% higher conversions during sales
- Use Dynamic Ads for Acquisition
- Leverage Meta’s Dynamic Ads for Broad Audiences (DABA)
- Target new customers and send them straight to product pages
- Optimise for Seasonal Search
- Shoppers search for “Christmas jumpers” or “Black Friday tech deals,” not SKUs
- Update product feeds with festive keywords and relevant imagery
- Avoid Promoting Broken Sizes
- Low stock or missing core sizes can cut conversion rates by up to 50%
- Exclude these SKUs from campaigns
- Double Down on Proven Categories
- Review past peak seasons for high-performing categories: electronics, toys, partywear, winter apparel
- Segment by Discount Tiers
- Group products into 30%, 40%, and 50%+ discount brackets
- Tailor campaigns to highlight stronger offers and manage spend effectively
- Push Surplus Stock Smartly
- Use peak demand to move excess inventory
- Avoid promoting items with too little stock
- Refresh Creatives Without Resetting Ads
- Apply catalogue-level overlays to update discounts instantly
- Maintain Meta’s learning phase for consistent performance
- Make Offers Visible on Instagram
- Embed discounts directly in images for consistent visibility across channels
- Personalise Creatives at Scale
- Use template overlays with prices or offers
- Can double CTR while keeping brand visuals consistent
Where Base Comes In: Operational Control at Peak
Running effective campaigns is only half the story. Peak season also brings spikes in orders, inventory challenges, and fulfilment pressures. Base helps brands stay in control by:
- Multi-channel integration: Centralise orders from marketplaces, webstores, and social platforms in one system
- Inventory and order management: Keep stock synchronised in real-time across all sales channels
- Shipping and fulfilment automation: Streamline logistics, label printing, and tracking
- Task automation: Reduce manual processes with automated notifications, invoicing, and workflows
- Data insights and reporting: Monitor performance across channels to
- make informed operationsal decisions
With Adyogi, you maximise acquisition and campaign performance. With Base, you ensure your operations run smoothly so every sale, order, and shipment is executed efficiently during peak season.
Looking Beyond Black Friday
Peak season will always be the biggest growth driver for e-commerce. The brands that win aren’t just those running great campaigns; they are the ones pairing performance marketing with operational efficiency.
With Adyogi and Base working together, your brand can:
- Capture demand at scale
- Manage campaigns and fulfilment smoothly
- Carry momentum into 2025 and beyond
📩Contact Adyogi to explore campaign strategies for peak season
🔗Try Base for free to manage spend and operations with confidence this holiday period
