The Italian calendar is more concentrated than it looks. Anyone booking creators when the budget unlocks always arrives late, because the best creators have been busy for weeks.

The windows that matter

  • January, winter sales. High volume, low prices, heavy pressure on conversion.
  • February and March, season change. Fashion and home start buying for spring.
  • April, Easter. Food and gifting.
  • May and June, pre summer. Sun care, travel, fitness, swimwear.
  • July, summer sales. The second discount window.
  • September, back to routine. The most underrated: school, office, gym, spending resumes.
  • November, Black Friday. The absolute peak of ad spend.
  • December, Christmas. Gifts, food, gastronomy.

How far ahead to book

Four to six weeks before the date the videos need to be live. For Black Friday and Christmas, eight weeks. It is not the filming that takes the time, it is revisions, internal approvals and getting creative uploaded before ad costs climb.

The two windows almost everyone misses

September. Everyone is thinking about Black Friday and nobody prepares the return to routine, which in Italy is a strong repurchase moment, especially in home, sport and food.

January after the sales. When competition disappears, ad costs drop and the same creative performs better. Anyone who filmed in December has material ready exactly then.

One practical rule

Film seasonal content out of season. A Christmas video shot in October costs less and the creator has more availability. In Italy the same holds for summer: May shoots have better light and lower prices than July ones.

Keep reading

Book creators for your season →

Frequently asked questions

How far ahead should I book?

Four to six weeks, eight for Black Friday.

Which window is most underrated?

September, the return to routine.

Is filming out of season worth it?

Yes, it costs less and creators are freer.

When do ad costs fall?

January after the sales, and late summer.