Christmas is a second wave after Black Friday (27 November), with different behaviour: purchases to give, critical delivery deadlines, gift cards and returns in January. In the platform calendar, 4 December brings image extraction by default in new Performance Max campaigns (PPC News Feed). The plan: set an order cut-off date for delivery before Christmas and communicate it, keep stock and feed correct, use offer messages with honest prices (30-day rule, according to DECO PROteste), and have a payments and customer service contingency plan.
Behaviour different from Black Friday
On Black Friday people look for discount; at Christmas they look for the right gift, on time. Searches change (“gifts for her”, “gift ideas under 30 euros”), average basket value changes, and delivery deadline becomes the decisive argument. There are more purchases to give and more returns afterwards.
The ad and page must answer the question “will it arrive in time?”.
Shipping deadlines: the most important message
Define with logistics and carriers the order cut-off date for delivery before Christmas, by shipping type, and communicate it in the ad, page, cart and email. Update the ad when the deadline passes. A customer who discovers after paying that it won’t arrive in time asks for a refund and leaves a bad review.
Be conservative on deadlines: better to promise less and deliver.
Christmas campaign calendar
- 27 Nov: Black Friday
- 4 Dec: image extraction by default in Performance Max
- Mid-Dec: shipping cut-off communicated
- Last days: gift cards and in-store pickup
- 26 to 31 Dec: exchanges, returns and sales
Campaign calendar from 27 November to 31 December
27 November: Black Friday. 28 November to 4 December: continue with limited offers and prepare Christmas. 4 December: image extraction by default in new Performance Max campaigns (PPC News Feed); clean images beforehand. Mid-December: shipping cut-off message. Last days: in-store pickup, digital gift cards. 26 to 31 December: exchanges, returns and start of sales.
Adapt the dates to your carrier.
Gift cards and vouchers
Digital gift cards solve the delivery deadline problem and attract last-minute buyers. Define validity, conditions and redemption process; offer immediate email delivery. Advertise them in the last days, in Search (“gift card”) and remarketing. Ask for legal advice on voucher and validity rules.
A gift card also brings a new customer in January.
The weeks before Christmas are not for experimenting. They're for executing.
Christmas prices and offers: staying honest
The 30-day rule, according to DECO PROteste, applies to any sale with a price reduction: the discount starts from the lowest price of the previous 30 days. If you lowered prices in “Black November” or on Black Friday, Christmas’s reference price may be that. Avoid apparent discounts and misleading comparisons with recommended prices.
Keep price history and screenshots of campaigns.
Contingency plan: payments, stock and customer service
Google may pause accounts for suspicious payment activity, and a pause in December costs a lot (PPC News Feed). Have an owner and a substitute, documents at hand and a stable payment method. Check stock daily, deactivate ads for sold-out products and reinforce customer service in peak weeks.
The weeks before Christmas are not for experimenting.
January: prepare returns and retention now
Prepare the exchange and return policy (clear and visible), deadlines and process, and January service. Plan a thank-you email and an offer for the second purchase. Christmas customers are a retention opportunity. Measure returns by category to adjust bidding targets.
Christmas only ends when the last customer is satisfied.
Summary and questions for your manager
Summary: clear shipping deadlines, campaign calendar, digital gift cards, honest prices, clean images before 4 December, payments contingency and returns plan. Questions: what is the shipping cut-off date? Which ads change afterwards? Who tracks stock? What plan do we have for January?
If you want to build your shop’s Christmas calendar, with deadlines, offers and contingencies, I can help.
An illustrative example of a crafts shop
A Portuguese crafts shop sets an order cut-off date of 15 December for delivery before Christmas, communicates it in all ads and on the page, and from that date changes the message to digital gift cards and in-store pickup. The example is hypothetical. In the last days, 18% of sales are gift cards and complaints about delays fall to zero.
A clear deadline sells and protects reputation.
Summary in three lines
At Christmas, delivery deadline is the decisive argument. Communicate cut-off dates, offer digital gift cards, keep prices honest and prepare returns and customer service. Clean images before 4 December.
Frequently asked questions
What's the order cut-off date for Christmas?
It depends on your carrier and shipping type. Define it with logistics and communicate it.
Do gift cards solve the deadline?
Digital ones yes, with immediate delivery. Define validity and conditions and seek legal advice.
Can I change campaigns at Christmas?
With care: avoid big changes in peak weeks and have reversal rules.
Sources consulted
Keep reading
- Black Friday 2026 for services (clinics, schools, restaurants): offers, vouchers, deadlines and how to advertise without misleading
- January 2027 for advertisers: year review, sales and a first-quarter plan with the February changes
- Seasons of the year for Portuguese businesses: a 2027 campaign plan by quarter, with platform dates