Semana Santa is two weeks where the country moves. Cities empty, the coast fills, schools close, and buying behaviour changes so completely that a campaign built for a normal week simply does not land.

The audience physically relocates

People travel, often by road, often with family. That means the audience is on a phone in a car, in a hotel, or at a beach, and not at a desk. Content that assumes a home or office context misses where they actually are.

What sells during those two weeks

Travel essentials, sun protection, coolers, swimwear, snacks for the road, car accessories and anything for a family of six sharing a rented house. Destination businesses have their strongest fortnight of the first half of the year.

City businesses should not go silent

Half the market stays at home, and their competition has stopped advertising. For a restaurant, a gym or a local service in an emptied city, this is a fortnight of unusually cheap attention.

Film it before March

The content has to exist before the travel starts, which means booking creators in February. Nobody is available to shoot during the holiday itself, and the brands that leave it late end up publishing after the audience has already packed.

Religious observance deserves respect

For a large part of the country these are days of genuine observance, not just a holiday. Selling around the travel and the family gathering is fine; using religious imagery to sell a product is a much easier way to get the tone wrong than most brands expect.

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Frequently asked questions

What changes during Semana Santa?

The audience travels and cities empty.

What sells?

Travel, sun, road trip and family goods.

Should city businesses stop?

No, competition drops sharply.

When should it be filmed?

February, before the travel starts.

Sources

Checked on 26 August 2026. Thresholds and rates change: where this guide and the official source disagree, the official source is right.