Promo calendar
A promo calendar is a store's yearly plan of sales events, holidays and seasonal peaks, showing when to prepare stock, offers and ad budget for each.
How it works
For each market you sell in, the calendar lists the dates that change demand: retail events such as BFCM, national holidays and your own peaks. Czech law, for example, makes Christmas Eve on 24 December a holiday and a day off. Each date gets a lead time, so stock, feed and ads are ready before demand arrives.
Stores peak in different months, so the calendar starts from your own revenue by month. In GetProfit data on 96 stores (July 2025 – June 2026), November was among the three best months by ad revenue for 53 of them. August was among the three worst for 40. The ecommerce marketing calendar lists the dates for Ukraine, Czechia and Slovakia.
Where you see it
- Google Ads: you can tie a promotion asset to an occasion from Google’s list, such as Black Friday, Christmas or St. Nicholas Day. A seasonality adjustment tells Smart Bidding to expect a change in conversion rate. Google calls it ideal for short events of 1–7 days.
- GetProfit portal: Assortment and seasonality shows revenue by month over two years, so you can see which dates move your sales.
Example
Example store, not client data.
The tableware shop’s calendar for Czechia marks Black Friday on 27 November 2026. Two weeks earlier, on 13 November, the shop raises the daily budget from 1,300 to 1,560–1,690 and lowers target ROAS from 400% to 340–360%.
How GetProfit reads it
The portal’s methodology says: two weeks before each peak, raise the budget by 20–30% and lower target ROAS by 10–15%. Keep a seasonality adjustment to 14 days at most, and don’t raise target ROAS during the peak. The portal’s change log then judges the budget and target ROAS edits separately.
Not to be confused with
- Peak season — the months when your own sales are highest. They may not match the market’s dates; the calendar plans for both.
Sources
- PromotionExtensionOccasion (Google Ads API) — promotion occasions. Checked 2 October 2026.
- Create seasonality adjustments (Google Ads API) — ideal for short events of 1–7 days, less effective beyond 14 days. Checked 2 October 2026.
- Zákon č. 245/2000 Sb. — Czech act on holidays and days off: 24 December (Štědrý den) is an “other holiday” and a day off. Checked 2 October 2026.
- GetProfit data: 96 online stores, July 2025 – June 2026 — each store’s best and worst three months by ad revenue.
- GetProfit portal: methodology for seasonal peaks.