Plan your peak season campaigns

Peak season is a journey, not a single shopping day. Use this guide to build demand early, capture shoppers as purchase activity grows, and bring high-intent shoppers back when the buying window narrows.

GO requires you to define only the campaign goals, budget, and creative direction, and Criteo AI takes care of the rest.

Use three phases to plan your peak-season activity

Phase	Main objective	Recommended focus
Launch a Drive discovery campaign to build demand — September	Reach shoppers before they're ready to buy	Drive discovery, expand channel reach by activating social and video, and introduce seasonal products or offers.
Launch an Acquire new customers campaign to capture demand — October to November	Turn interested shoppers into buyers	Acquire new customers, refresh ads, add coupon offers, and increase budget gradually as shopping activity grows.
Launch a Maximize conversions campaign to extend demand — December and beyond	Convert high-intent shoppers	Maximize conversions, shift more budget to retargeting, and promote timely offers from your product catalog.

Build demand in September

Reach shoppers while they're still browsing and researching. This gives your brand more opportunities to stay visible before major sale days begin.

To build demand:

Launch a Drive discovery campaign by late September. The Drive discovery goal is designed to reach shoppers who haven't discovered your brand or visited your site. It focuses on reach and exposed shoppers rather than immediate purchases.

Promote seasonal products before shoppers are ready to purchase.

Activate additional channels, such as video and social, to reach shoppers across more touchpoints.

Capture demand from October through November

As shopping activity increases, focus on converting shoppers who have already shown interest in your brand or products.

To capture demand:

Start building loyalty before competition for shoppers becomes stronger. Increase your budget gradually as traffic and sales data come in.

Refresh your creative and add a coupon when you want to highlight special promotions.

Launch an Acquire new customers campaign to turn interested shoppers into first-time buyers.

The Acquire new customers goal helps you reach prospects and site visitors who haven't purchased from you. Review your campaign data regularly, but allow enough time for Criteo AI to learn before making major changes.

Extend demand from December onward

When traffic and purchase activity peak, focus more of your budget on shoppers who are already familiar with your brand, shoppers who have already engaged with your brand and are actively considering a purchase.

To extend demand:

Shift more budget into retargeting as traffic increases. The Maximize conversions goal is designed to re-engage past visitors and buyers, with a focus on sales, revenue, and return on ad spend.

Launch a Maximize conversions campaign if you haven't already included one in your seasonal plan.

Use conversion-focused creative to turn browsers into buyers.

Promote last-minute offers using current products and pricing from your catalog.

Start planning before shoppers are ready to buy, then adjust your campaign focus as they move from discovery to consideration and purchase.