Season · Peak
Scale without margin loss.
What Kills Seasonal Peaks
Seasonal brands scale in peak phase, ROAS collapses, and inventory days swing between 4 (out of stock) and 92 (overstocked). Cash flow risk, margin pressure, service cost spike. Without a pre-season funnel, peak season is just stress, not business.
01
+312%
Peak spend with stable ROAS
02
0
Out-of-stock days
03
Avg 28
Inventory days in peak
The Pre-Season Logic
- Pre-season funnel starting 60 days before peak with waitlists
- Email warm-up sequence in a 14-day wave before peak start
- Inventory forecast with a 16-week lead time buffer
- Margin-first ROAS as the bid limit during the scaling phase
Example
An outdoor brand runs 5.1x ROAS at +312% peak spend. A standard brand runs 2.8x ROAS at +180% peak spend. Pre-season preparation is the differentiator.
Peak Daily Cadence
During peak phase: hourly-level daily reporting. ROAS per hour, inventory days per SKU, hot audience frequency. Adjustments every 4 to 6 hours. Intensive setup, but the alternative is massive margin loss.
„Peak season is 80% preparation. Planning during the peak means losing.”