It is the week when everything costs double and nothing is available. Here is what to shoot in September and what to keep for the last three days.
Shoot in September, not in November
Three reasons, and they are all economic.
Creators are available, lead times are normal, and rates have not yet risen.
Internal approvals still exist: in November everybody is already mid-campaign.
And you have time to test: two months ahead lets you know which hook works before media budget gets expensive.
One production rule: shoot with no mention of a discount, a percentage or a date. Those elements get added at the last moment, in the edit.
How many videos you really need
Three figures, and they always surprise.
Plan at least eight variants for a week of campaign: creative fatigue runs five times faster than in a normal period.
Count three different hooks per base video: it is the cheapest and most effective lever.
And keep a third of the production for the second half of the week, when everybody else has already published everything.
Content that does not expire on 1 December
That is what makes the investment profitable, and it is decided at the shoot.
Three rules. No percentage in the image. No dated setting. No reference to the event in the body of the video, only in the replaceable hook.
You then get files usable all year: demonstrations, answers to objections, product page content.
A brand applying this pays for its production once and exploits it for twelve months, instead of throwing everything away on the first Monday of December.
What to keep for the last three days
Two formats, and they work better then than at the start.
The practical reminder: what to check before ordering, how to track the order, what to do if the parcel does not arrive.
And the comparison between two products in the same range, which helps somebody still undecided to choose rather than give up.
Those two formats cost little, are shot at the same time as the rest, and they capture exactly the audience that has been hesitating for four days.
What is closed out before the opening
| Lead time | What must be ready | Why |
|---|---|---|
| Six weeks before | Shoots and approvals | Diaries fill up |
| Three weeks before | Variants and subtitles | Ad testing |
| The day before | Versions showing the price | Prices move at the last minute |
What sets a useful promotional video apart
It shows the product before announcing the discount, and gives a reason to buy now that is not only the percentage on screen.
What is checked on every figure
The end date, the conditions, the stock and the reference price. A discount announced with no verifiable basis exposes the brand, to be confirmed with a lawyer.
What really decides the sale
Three elements, in this order, and none is the percentage.
The certainty of receiving in time: real lead time, pick-up point, tracking.
The possibility of getting it wrong with no consequence: return, exchange, extended window.
And clarity about what exactly is received: contents of the box, real size, accessories included.
A discount attracts attention, but it does not make people decide. What makes them decide is the disappearance of risk, and that is precisely what video can show while the product page merely writes it.
Sources
- Agencia Tributaria, Spanish tax authority
- Spanish Social Security, self-employed registration (RETA)
Checked on 4 September 2026. Thresholds and rates change: where this guide and the official source disagree, the official source is right.
