Retail E-commerce in Chile
CLIENT
Confidential
INDUSTRY
E-commerce · Party supplies & decorations
MARKET
Chile
GOAL
Sell more during Fiestas Patrias, the most important month of the year for the category
RESULT
+91% sales vs. September 2025 and the highest-revenue month of the last 12 months
The Challenge
September is the most important month of the year for a party supplies e-commerce in Chile: Fiestas Patrias, the national holidays, concentrate the highest demand for decorations, bunting, garlands and themed items. But sales don't happen during the celebration. They happen before, while people plan the party, and after, when they start shopping for Halloween. In September 2025, the ad budget was split evenly across every day of the month, ignoring that buying calendar.
Demand concentrates before and after the 18th, not during the celebration.
With even spend, the holiday days took close to 12% of the budget and generated only 4% of the month's sales.
On September 18 and 19, 2025, sales practically stopped.
The end-of-month demand rebound, driven by Halloween, had no extra budget to capture it.
The Solution
We stopped spending evenly and aligned the Meta Ads and Google Ads budget with the real buying calendar of Chilean consumers during Fiestas Patrias.
Reading the sales history
We analyzed September 2025 daily sales to identify the days people buy and the days demand disappears.
A three-phase budget: 40 / 20 / 40
Days 1 to 12: 40% of the budget, to capture party-prep purchases. Days 13 to 22: 20% of the budget, minimum spend during the celebration. Days 23 to 30: 40% of the budget, for the return of demand.
Applied across Meta Ads and Google Ads
The same phased logic ran on both platforms, so neither kept spending on days with no purchases.
A final push powered by Halloween
The last phase was loaded to capture the demand that appears as soon as the holidays end, when shoppers start buying for Halloween and October events.
The Results
+91%
Sales vs. September 2025
+82%
Orders vs. September 2025
×3
Sales on holiday days
40/20/40
Budget split
Daily sales: September 2025 vs. September 2026
- 2025
- 2026
Use the ← → arrow keys to explore the chart.
Day of September
Budget split: 2025 vs. 2026
- Days 1–12
- Days 13–22
- Days 23–30
Same channels, different investment calendar: September 2026 closed with +91% in sales and +82% in orders compared with September 2025. It was the highest-revenue month of the last 12 months. The lesson applies to any e-commerce with date-driven demand peaks, such as Fiestas Patrias, CyberDay, Christmas or Halloween. Splitting the budget evenly is convenient, but it ignores when people actually buy. Investing according to the real demand calendar puts the money on the days customers are ready to buy.
Services Used
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