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Peak season

Peak season is the part of the year when demand for a store's products, or for one of its categories, runs well above its usual level.

How it works

Peak season is the high end of seasonality: the months clearly above an average month, with a seasonal index well above 1.0. Your own sales define it, not the retail calendar; a category can peak at a different time from the store. Ecommerce peak months shows which months peak most often.

Google Ads reports a bid strategy as learning after a recent budget or setting change. So prepare ahead: a change made on the peak’s first day is still settling when demand is highest. A seasonality adjustment suits short events of 1–7 days, not a season of several months. Our guide to starting Google Ads before your season explains why campaigns need a run-up.

Where you see it

  • GetProfit portal: Assortment and seasonality shows two years of monthly revenue and a seasonal state for the store and each notable category.

Example

Example store, not client data.

The tableware shop averages 180,000 of revenue a month. Last November brought 300,000, a seasonal index of 300,000 ÷ 180,000 = 1.67. Two weeks before this November, it raises its monthly budget by 25%, from 40,000 to 50,000, and lowers target ROAS by 10%, from 450% to 405%.

How GetProfit reads it

The portal’s methodology says to prepare two weeks before a peak: budget up by 20–30%, target ROAS down by 10–15%. Don’t raise target ROAS during the peak; keep a seasonality adjustment to 14 days or less.

Not to be confused with

  • BFCM — a few days of late-November sales that may or may not fall inside your peak.
  • Off-season — the opposite: the months well below an average one.

Right and wrong readings

  • Wrong: “Last March was our best month, so March is our peak.” Right: one year cannot tell a season from a one-off spike. The portal calls a season confirmed only when two years show the same profile.

Benchmarks

In GetProfit data on 96 online stores (July 2025 – June 2026, ad revenue, growth trend removed), the three best months brought a median 41.7% of a store’s annual revenue; an even year would give 25%. Your niche may differ.

Sources

  • Create seasonality adjustments (Google Ads API) — suited to short events of 1–7 days. Checked 2 October 2026.
  • bidding_strategy_system_status.proto (Google Ads API) — learning after a recent budget or setting change. Checked 2 October 2026.
  • GetProfit data: 96 online stores, July 2025 – June 2026 — share of the three best months in ad revenue.