{"id":11185,"date":"2026-10-23T12:04:20","date_gmt":"2026-10-23T10:04:20","guid":{"rendered":"https:\/\/www.geotelecom.es\/?p=11185"},"modified":"2026-10-23T12:15:08","modified_gmt":"2026-10-23T10:15:08","slug":"seasonal-e-commerce-sales","status":"publish","type":"post","link":"https:\/\/www.geotelecom.es\/en\/blog\/campanas-estacionales-ecommerce\/","title":{"rendered":"Black Friday, Christmas, and Sales: Is It Worth Participating in Your E-commerce Business?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Every e-commerce business\u2019s calendar has certain times of the year that account for a disproportionate share of the year\u2019s opportunities: Black Friday in November, the Christmas and Three Kings\u2019 Day season, the January sales, Prime Day in July, the summer sales\u2026 And with each of these dates comes the same question: <strong>Is it worth participating? And if I don't, what am I really missing out on?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a legitimate question. Not all brands should do the same thing every season, and choosing not to participate can be a strategically sound decision. But\u2014and here\u2019s the catch\u2014that decision has to be based on the numbers, not on intuition or accumulated fatigue. Because one thing is certain: <strong>Your customer will be shopping during that time. The question is whether they'll shop at your store or the one next door.<\/strong><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents of the entry<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #a09353;color:#a09353\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #a09353;color:#a09353\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/campanas-estacionales-ecommerce\/#Los_numeros_que_cambian_la_perspectiva\" >The Numbers That Change Your Perspective<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/campanas-estacionales-ecommerce\/#Tu_peak_season_no_es_la_misma_que_la_del_vecino\" >Your peak season isn't the same as your neighbor's<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/campanas-estacionales-ecommerce\/#El_coste_de_no_hacer_nada\" >The Cost of Doing Nothing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/campanas-estacionales-ecommerce\/#El_triple_coste_de_la_inaccion\" >The Triple Cost of Inaction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/campanas-estacionales-ecommerce\/#Participar_no_siempre_significa_bajar_precios\" >Participating doesn't always mean lowering prices<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/campanas-estacionales-ecommerce\/#Preparacion_vs_improvisacion_los_datos_hablan\" >Preparation vs. Improvisation: The Data Speaks for Itself<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/campanas-estacionales-ecommerce\/#Entonces_%C2%BFque_es_realmente_planificar_la_peak_season\" >So, what does planning for the peak season really entail?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/campanas-estacionales-ecommerce\/#Por_que_el_equipo_detras_marca_la_diferencia\" >Why the team behind the scenes makes all the difference<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Los_numeros_que_cambian_la_perspectiva\"><\/span>The Numbers That Change Your Perspective<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Before making any strategic decisions, look at the data. And the data on the e-commerce peak season in Spain is, quite simply, hard to ignore.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"693\" height=\"437\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/10\/datos-black-friday-ecommerce.png\" alt=\"\" class=\"wp-image-11186\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/10\/datos-black-friday-ecommerce.png 693w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/10\/datos-black-friday-ecommerce-300x189.png 300w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/10\/datos-black-friday-ecommerce-18x11.png 18w\" sizes=\"(max-width: 693px) 100vw, 693px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">E-commerce in Spain exceeded 114,800 million euros in 2025, a 20.6% increase from the previous year (CNMC \/ El Debate, July 2026). Of that figure, <strong>31,418 million were attributable to Q4 alone<\/strong>, which represents 27% of the annual total (CNMC, Q4 2025). And that\u2019s just the last quarter: to that figure, we must add the boost from the January sales, Prime Day in July, and the summer sales. These aren\u2019t just any sales seasons\u2014they\u2019re *the* sales seasons.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From the consumer's perspective, the picture is just as clear: <strong>Seven out of ten Spaniards actively plan to shop on Black Friday<\/strong>, according to the IAB Spain E-commerce 2025 Study. These aren't people who might buy\u2014they're people who have already decided they're going to buy. The only question is who they're going to buy from.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00abMore than a quarter of all online sales in Spain occur in the last quarter of the year. Add in the other peak seasons, and you'll understand why a seasonal strategy isn't optional.\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Tu_peak_season_no_es_la_misma_que_la_del_vecino\"><\/span>Your peak season isn't the same as your neighbor's<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Black Friday is the most widely publicized date and the one with the greatest global impact, but anyone who thinks it\u2019s the only one that matters is mistaken. Peak season is a concept that varies by industry: for a toy store, Christmas and Three Kings Day are the most important times of the year; for a travel agency, summer and Holy Week are unbeatable; for a sports brand, New Year\u2019s resolutions generate a surge in consumer interest that lasts for weeks.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Understanding when your peak season is\u2014and planning for it well in advance\u2014is the first strategic move of the year<\/strong>. Selling fashion is not the same as selling technology, toys, beauty products, or food. This table lists the main e-commerce sectors in Spain, their peak sales periods, and the estimated share of Q4 in their annual sales:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Sector<\/strong><\/td><td><strong>Major Peak Seasons<\/strong><\/td><td><strong>Estimated Q4 share of annual sales<\/strong><\/td><\/tr><tr><td>Fashion and Textiles<\/td><td>Black Friday \u2013 Christmas \u2013 Sales \u2013 Back to School<\/td><td>~35%<\/td><\/tr><tr><td>Electronics and Technology<\/td><td>Black Friday \u2013 Christmas \/ Three Kings Day \u2013 Back to School<\/td><td>~40%<\/td><\/tr><tr><td>Toys and Games<\/td><td>Christmas \/ Three Kings Day \u2013 Black Friday \u2013 Back to School<\/td><td>~55%<\/td><\/tr><tr><td>Travel and Tourism<\/td><td>Summer (July\u2013August) \u2013 Christmas \u2013 Holy Week \u2013 Black Friday<\/td><td>~20%<\/td><\/tr><tr><td>Beauty and Cosmetics<\/td><td>Black Friday \u2013 Christmas \u2013 Valentine's Day \u2013 Summer<\/td><td>~32%<\/td><\/tr><tr><td>Sports and Outdoor Activities<\/td><td>New Year (Resolutions) \u2013 Spring \u2013 Black Friday \u2013 Back to School<\/td><td>~25%<\/td><\/tr><tr><td>Home and Decor<\/td><td>Black Friday \u2013 Christmas \u2013 January Sales \u2013 Spring<\/td><td>~30%<\/td><\/tr><tr><td>Gourmet Food<\/td><td>Christmas \u2013 Easter \u2013 Halloween \u2013 Black Friday<\/td><td>~45%<\/td><\/tr><tr><td>Pets<\/td><td>Black Friday \u2013 Christmas \u2013 Summer<\/td><td>~28%<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The data in the table leaves little room for interpretation. The sectors of <strong>Toys and electronics account for between 40% and 55% of their annual sales in the last quarter of the year<\/strong>. In the gourmet food sector, that percentage is around 45%. The fashion and textile industries generate about 35% of their annual revenue between October and December. These proportions are so high that a poor peak-season campaign can affect the company\u2019s year-end results.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The message is clear: regardless of the industry you're in, there are one or more times of the year when the market becomes exceptionally active. <strong>The most common mistake isn't missing Black Friday\u2014it's missing your own peak season<\/strong> because no one at the company had flagged it as a problem early enough. The real question isn't whether you should take advantage of them, but how to do so in a smart and profitable way.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"El_coste_de_no_hacer_nada\"><\/span>The Cost of Doing Nothing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Here comes the most uncomfortable part. Deciding to do nothing doesn't make you neutral: <strong>It makes you invisible precisely when you're getting the most attention<\/strong>. And being invisible at the moment when purchase intent is at its peak comes at a very specific economic cost.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s think about what happens when a user who already knows you\u2014someone who has visited your website and is in your database\u2014enters shopping mode during Black Friday, the January sales, or the holiday season. They\u2019re actively looking. They\u2019re comparing prices. And if you don\u2019t show up with an offer, a message, or a reason for them to choose you on those very days\u2026 they\u2019ll go where that offer is available. And that means the competition.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"El_triple_coste_de_la_inaccion\"><\/span>The Triple Cost of Inaction<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Lost Sales at the Peak of Purchase Intent<\/strong>. Your customer is making purchases on those days, with or without you. Demand doesn't disappear just because you're not involved.<\/li>\n\n\n\n<li><strong>Loss of Existing Customers<\/strong>. A customer who shops with a competitor during peak season may stay with them. Peak seasons are also times for building customer loyalty and for switching brands.<\/li>\n\n\n\n<li><strong>Wasted customer acquisition costs.<\/strong> If you've been investing for months in driving traffic and building a database, failing to activate that database during the peak conversion period is a waste of your previous acquisition costs.<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Participar_no_siempre_significa_bajar_precios\"><\/span>Participating doesn't always mean lowering prices<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">And for those who believe that \u00abnot lowering prices\u00bb is in itself a valid strategy: it can be. There are premium brands that don\u2019t want to devalue the perception of their product and businesses whose margins simply can\u2019t withstand aggressive discounts. For them, the alternative isn\u2019t to disappear, but to participate in a different way: free shipping, a free gift with purchase, early access to new products for customers, exclusive bundles, or a \u201cGreen Friday\u201d-style promotion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But that only works if you actively communicate. Silence is not a stance. <strong>If your customers don't know that your brand has something different to offer this season, they'll simply assume you've forgotten about them<\/strong>. And in e-commerce, neglect comes at a high cost.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Preparacion_vs_improvisacion_los_datos_hablan\"><\/span>Preparation vs. Improvisation: The Data Speaks for Itself<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">If the analysis of Black Friday 2025 in Spain makes one thing clear\u2014and this pattern repeats itself during Christmas, sales, and any other peak season\u2014it\u2019s that simply participating isn\u2019t enough: what makes the difference is how you participate. E-commerce businesses that enter the campaign with groundwork laid, a defined strategy, planned actions, and infrastructure in place achieve results that are radically different from those who improvise in the final week.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"695\" height=\"200\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/10\/analisis-black-friday-tiendas.png\" alt=\"\" class=\"wp-image-11187\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/10\/analisis-black-friday-tiendas.png 695w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/10\/analisis-black-friday-tiendas-18x5.png 18w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/10\/analisis-black-friday-tiendas-300x86.png 300w\" sizes=\"(max-width: 695px) 100vw, 695px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Source: Peri\u00f3dico Publicidad \/ Study on Spanish e-commerce during Black Friday 2025.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The gap is more than double<\/strong>: A +19.7% increase in revenue for e-commerce businesses that came into the season with a planned strategy, compared to +8.1% for those that did not prepare any specific actions. And that\u2019s just in terms of revenue growth. If we factor in the number of orders, the difference is even more pronounced: e-commerce businesses prepared for the campaign saw their orders grow by +63% year-over-year, compared to the average market growth.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"701\" height=\"214\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/10\/grafico-black-friday.png\" alt=\"\" class=\"wp-image-11188\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/10\/grafico-black-friday.png 701w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/10\/grafico-black-friday-18x5.png 18w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/10\/grafico-black-friday-300x92.png 300w\" sizes=\"(max-width: 701px) 100vw, 701px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u00abThe difference between a profitable peak season and a mediocre one isn't the discount percentage. It's the 60 days leading up to it\u2014and who came up with the strategy.\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Entonces_%C2%BFque_es_realmente_planificar_la_peak_season\"><\/span>So, what does planning for the peak season really entail?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A strategy for Black Friday, Christmas, the January sales, or Prime Day n<strong>Or put up a banner that says \u00ab\u221220%\u00bb three days before<\/strong>. That's what most people do. And that's why most people get mediocre results: they bring in less revenue, squeeze their margins, and don't attract a single new customer they wouldn't have attracted anyway.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A real strategy involves:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Preliminary Analysis<\/strong>: What worked last year? Which customer segments shop during this time of year? Which of your products have the highest margins, and which have the highest conversion rates?.<\/li>\n\n\n\n<li><strong>Setting Specific Goals:<\/strong> Are you looking to increase sales volume? Attract new customers? Clear out inventory? Reactivate a dormant database? Each goal requires different tactics.<\/li>\n\n\n\n<li><strong>Channel Planning and Budgeting:<\/strong> paid media (Google, Meta, TikTok), <a href=\"https:\/\/www.geotelecom.es\/en\/marketing-automation\/\">email marketing<\/a>, automations, seasonal SEO, marketplace. Everything must be coordinated and have a budget allocated weeks before CPCs go up.<\/li>\n\n\n\n<li><strong>Publishing and Creative Calendar:<\/strong> Visual materials, copy, landing pages, and email sequences must be ready beforehand, not while the campaign is already running.<\/li>\n\n\n\n<li><strong>Technical Specifications:<\/strong> Page load speed during peak traffic, inventory management, remarketing flows, and properly configured pixels and audiences. This also includes <a href=\"https:\/\/www.geotelecom.es\/en\/blog\/how-to-configure-google-analytics-4-black-friday\/\">Set up your Google Analytics 4 property for Black Friday<\/a>.<\/li>\n\n\n\n<li><strong>Real-time tracking metrics:<\/strong> to be able to make agile decisions during the campaign\u2014increasing the budget where it works, deactivating what doesn't convert\u2014and drawing lessons for the following year.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Por_que_el_equipo_detras_marca_la_diferencia\"><\/span>Why the team behind the scenes makes all the difference<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Here's the question many people ask themselves but few voice out loud: Can I do all this in-house? The honest answer: <strong>It depends on your structure<\/strong>, but probably not in the best way.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Peak season compresses into a matter of days what would normally take weeks to adjust. Configuration errors in a <a href=\"https:\/\/www.geotelecom.es\/en\/digital-advertising\/\">paid media campaign<\/a> During Black Friday, Christmas week, or the start of the sales, you can't \u00abfix\u00bb things \"tomorrow,\" because by tomorrow, the best part of the sale will already be over. <strong>CPCs are skyrocketing, competition for ad inventory is fierce, and the margin for error is minimal<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A professional team with experience during peak season brings something that can't be found in any manual: <strong>the pattern of what works and what doesn't<\/strong>, built up over the years and with a track record of working with brands across various industries. He knows which audiences to target at what time, how to structure discounts to maximize margins without undermining the perception of value, and how to segment the database so as not to overwhelm the most valuable customers with mass communications.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>So, going back to the original question:<\/strong> You can run Black Friday, Christmas, or clearance sales\u2014or decide not to. What you shouldn't do is let the date decide for you.<strong> Your next peak season is already marked on the calendar, and the 60 days leading up to it will be here sooner than you think.<\/strong> If you want to arrive with a strategy already in place\u2014rather than improvising during the last week\u2014at Geotelecom we'll help you <a href=\"https:\/\/www.geotelecom.es\/en\/black-friday-strategy\/\">Design Your Black Friday Strategy<\/a> and the other key seasons for your e-commerce business.<\/p>","protected":false},"excerpt":{"rendered":"<p>Every e-commerce business\u2019s calendar has certain times of the year that account for a disproportionate share of the year\u2019s opportunities: Black Friday in November, the Christmas and Three Kings\u00ab Day season, the January sales, Prime Day in July, the summer sales\u2026 And with each of these dates comes the same question: Is it worth participating? And if I don\u2019t, what am I really missing out on? It\u2019s a legitimate question. Not all brands should do the same thing every season, and choosing not to participate can be a strategically sound decision. But\u2014and here\u2019s the catch\u2014that decision must be based on the numbers, not on intuition or accumulated fatigue. Because one thing is certain: your customers will be shopping during those periods. The question is whether they\u2019ll shop at your store or the one next door. The Numbers That Change the Perspective Before any strategic decision, look at the data. And the data on e-commerce\u2019s peak season in Spain is, quite simply, hard to ignore. E-commerce in Spain exceeded 114,800 million euros in 2025, a 20.6% increase over the previous year (CNMC \/ El Debate, July 2026). Of that figure, 31,418 million corresponded to Q4 alone, representing 27% of the annual total (CNMC, Q4 2025). And that\u2019s just the last quarter: to that figure, we must add the boost from the January sales, July\u2019s Prime Day, and the summer sales. These aren\u2019t just seasons\u2014they\u2019re the seasons. From the consumer\u2019s perspective, the picture is just as clear: seven out of ten Spaniards actively intend to shop during Black Friday, according to IAB Spain\u2019s 2025 E-commerce Study. These aren\u2019t people who might buy\u2014they\u2019re people who have already decided they\u2019re going to do so. The only question is who they\u2019ll buy from. \u00bbMore than a quarter of all online sales in Spain occur in the last quarter of the year. Add in the rest of the peak seasons, and you\u2019ll understand why a seasonal strategy isn\u2019t optional.\u00ab Your peak season isn\u2019t the same as your neighbor\u2019s. Black Friday is the most high-profile date with the greatest global impact, but anyone who thinks it\u2019s the only one that matters is mistaken. Peak season is a concept specific to each industry: for a toy store, Christmas and Three Kings Day are the definitive times of the year; for a travel agency, summer and Holy Week are unbeatable; for a sports brand, New Year\u2019s resolutions generate a surge in purchase intent that lasts for weeks. Understanding when your peak season is\u2014and planning for it well in advance\u2014is the first strategic move of the year. Selling fashion is not the same as selling technology, toys, beauty products, or food. This table lists the main e-commerce sectors in Spain, their peak periods, and the estimated share of Q4 in their annual sales: Sector Main Peak Seasons Estimated Share of Q4 in Annual Sales Fashion and Apparel Black Friday \u2013 Christmas \u2013 Sales \u2013 Back-to-school ~35% Electronics and Technology Black Friday \u2013 Christmas \/ Three Kings Day \u2013 Back-to-school ~40% Toys and Games Christmas \/ Three Kings\u00bb Day \u2013 Black Friday \u2013 Back-to-School ~55% Travel and Tourism Summer (Jul\u2013Aug) \u2013 Christmas \u2013 Holy Week \u2013 Black Friday ~20% Beauty and Cosmetics Black Friday \u2013 Christmas \u2013 Valentine\u2019s Day \u2013 Summer ~32% Sports and Outdoor New Year\u2019s (Resolutions) \u2013 Spring \u2013 Black Friday \u2013 Back to School ~25% Home and Decor Black Friday \u2013 Christmas \u2013 January Sales \u2013 Spring ~30% Gourmet Food Christmas \u2013 Easter \u2013 Halloween \u2013 Black Friday ~45% Pets Black Friday \u2013 Christmas \u2013 Summer ~28% The data in the table leaves little room for interpretation. The toy and electronics sectors generate between 40% and 55% of their annual sales in the last quarter of the year. For gourmet food, that percentage hovers around 45%. The fashion and apparel sectors account for nearly 35% of their annual revenue between October and December. These proportions are so high that a poor peak-season campaign can impact a company\u2019s year-end results. The message is clear: regardless of the sector in which you operate, there are one or more times of the year when the market experiences extraordinary activity. The most common mistake isn\u2019t missing Black Friday\u2014it\u2019s missing your own peak season because no one in the company had marked it on the calendar well in advance. The real question isn\u2019t whether you should take advantage of these periods, but how to do so in a smart and profitable way. The Cost of Doing Nothing Here\u2019s the part that\u2019s most unsettling. Deciding to do nothing doesn\u2019t make you neutral\u2014it makes you invisible precisely when attention is at its peak. And invisibility at the moment of greatest purchase intent comes with a very specific financial cost. Let\u2019s think about what happens when a user who already knows you\u2014someone who has visited your website and is in your database\u2014enters shopping mode during Black Friday, the January sales, or the holiday season. They\u2019re actively searching. They compare prices. And if you don\u2019t show up with any offer, any communication, or any reason for them to choose you on those very days\u2026 they\u2019ll go where that offer is available. And that means the competition. The Triple Cost of Inaction Participating Doesn\u2019t Always Mean Lowering Prices And for those who believe that \u201cnot lowering prices\u201d is in itself a valid strategy: it can be. There are premium brands that don\u2019t want to devalue the perception of their product and businesses whose margins simply can\u2019t withstand an aggressive discount. For them, the alternative isn\u2019t to disappear, but to participate in a different way: free shipping, a free gift with purchase, early access to new products for customers, exclusive bundles, or a \u201cGreen Friday\u201d-style positioning. But that only works if you actively communicate it. Silence isn\u2019t a strategy. If your customers don\u2019t<\/p>","protected":false},"author":10,"featured_media":11189,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27],"tags":[38],"class_list":["post-11185","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online","tag-black-friday"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Black Friday, Navidad y rebajas: \u00bfmerece la pena? - Geotelecom<\/title>\n<meta name=\"description\" content=\"M\u00e1s de una cuarta parte del ecommerce en Espa\u00f1a se vende en el \u00faltimo trimestre. 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