Beta
When do your customers search?
Choose an industry and see the year ahead: when customers are looking, when your ads should start, which days you need to change your opening hours and which campaigns are worth running.
Your industry
- Roofing and building
- Pool and garden
- Hair and beauty
- Restaurant and café
- Clinic and healthcare
- Garage and car repair
- Shop and e-commerce
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SHOP AND E-COMMERCE · OCT 2026 – SEP 2027
The year at a glance
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OCT
Season: Normal Start: Black Week, Christmas 31/10 All Saints
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NOV
Season: Peak Full speed: Black Week Father’s Day (Sweden) Black Friday
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DEC
Season: Peak Full speed: Christmas gifts 24–26/12 Christmas Last order date
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JAN
Season: Normal Short: sale 1/1 · 6/1 New Year, Epiphany
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FEB
Season: Low Short: Valentine’s Day Valentine’s Day
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MAR
Season: Normal 26–29/3 Easter
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APR
Season: Normal
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MAY
Season: Normal Short: Mother’s Day (Sweden) 6–7/5 Ascension + bridge day Mother’s Day (Sweden)
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JUN
Season: Normal 25/6 Midsummer
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JUL
Season: Low
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AUG
Season: Normal
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SEP
Season: Normal
- Season, based on our experience
- Ads
- Public holidays and bridge days
- Campaign dates
The season is based on Skale’s experience of the industry.
Next 90 days
Your next steps
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31OCT
Public holiday · Saturday
All Saints’ Day
Are you open, or do you have different hours? Update your Google profile at least a week before, so customers find the right information.
”We are open over All Saints’ Day. Our opening hours are on Google and on our website. Welcome!”
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8NOV
Campaign
Gifts for Father’s Day (Sweden)
Father’s Day comes right at the start of the Christmas shopping season. Send a reminder the week before.
”Father’s Day is Sunday 8 November. Find a gift for dad with us.”
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27NOV
Campaign
Black Friday
Decide in good time whether you will take part, and what you will offer. A well-considered offer beats a panicked discount.
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14DEC
Campaign
Last day to order before Christmas
State the last delivery date before Christmas clearly, and promote gift cards for anyone who is running late.
”Want your parcel before Christmas? Check the last order date on our website. Running late? A gift card arrives straight away by email.”
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24DEC
Public holidays
Christmas and New Year
Are you open, or do you have different hours? Update your Google profile at least a week before, so customers find the right information.
”We are open over Christmas and New Year. Our opening hours are on Google and on our website. Welcome!”
Good to know about your industry
Christmas starts in October
- Customers look at Christmas gifts and offers as early as October.
- Gifting days during the year (Valentine’s Day, Mother’s Day and Father’s Day in Sweden) give small peaks to plan for.
- Clear delivery dates before Christmas make more people dare to order.
Reminders
Forget nothing all year
Add the calendar to your own calendar and you get a reminder a week before each public holiday and each ad start.
Apple Calendar Add to Google Calendar (opens in a new tab) Outlook (opens in a new tab)
Rather have us handle it?
We start your ads on time
We follow the calendar for you and move the budget to where your customers are, every week.
Tell me moreTalk to a human
Rather have us plan it for you?
The calendar shows when. If you’d like help with the ads and the posts, talk to us directly.
