Launching a seasonal product the profit-first way.

The setup

A seasonal launch with a proven concept.

This office product runs on a seasonal cycle, with a proof of concept tested the prior year across 3 SKUs. This launch scaled to 16 variations, with 10K units ordered for Q4 and 12K for Q1. Inventory was forecast using simple moving averages, combined search-volume modelling per variation, and competitor analysis to identify the hero variations, heavier orders on the proven winners, lighter on new variation types.

The strategy

Three factors drove the launch.

1 · Deep understanding of the market

Three years in the niche meant rich historical data, prior-year hero variations, search-volume trends, seasonal sales cycles, and main-keyword bids, all feeding accurate PPC cost forecasts.

2 · Effective use of automation

• Bulk auto campaigns from day one, our biggest performers.
• Dayparting to office hours (8am–7pm), minimal weekend spend.
• A negation stack that kills any term spending over the sale price (~$21) without a sale.
• Bidding automation to a 30% ACoS target, holding TACoS at 15–18%.

3 · Creatives that converted above niche average

• All images and video ready pre-launch, with detailed A+ content per SKU.
• Result: a 10%+ conversion rate, beating the niche average.

Key takeaways

The playbook.

• Move fast and capture strong sales early in the season.
• Order 20–30% more inventory once a concept is proven.
• Auto campaigns, used well, are a top performer.
• CVR is king, and prior-year reviews are an underused edge.