A campaign starting in April: a realistic schedule
Photo: Avila Ops Tecnologia
A holiday campaign needs five weeks. For Mother’s Day on May 9, 2027, this means starting in the first week of April. Not because customers buy in April (they buy during the holiday week), but because photos, bundles, pricing, inventory, delivery, and ads take time to prepare, and last-minute preparation goes wrong. The same schedule works for Father’s Day in August, with the same five-week window.
If you are reading in May after the date, use the schedule as a review: in which week did your campaign fall behind? That is the week to start earlier next time.
Why five weeks rather than two?
Because the campaign has dependencies. Photos depend on a finished product. Ads depend on photos. Delivery depends on knowing how many orders you accept. Every delayed stage pushes the next, and the final stage (selling) cannot move because the date does not change.
Two weeks allow you to publish something. They do not allow ad testing, fixing a photo that failed to sell, or restocking a sold-out item. A two-week campaign relies on luck.
Week-by-week schedule
| Week | 2027 dates | What is ready |
|---|---|---|
| 5 weeks before | April 5 to 11 | Decide what to sell: at most three or four fixed options with final prices. Order supplies and packaging from the supplier. |
| 4 weeks before | April 12 to 18 | Real assembled product, photographed in natural light. Text for each option (contents, order deadline, delivery). Store page or category published. |
| 3 weeks before | April 19 to 25 | Ads running on a small budget to test which photo and text bring conversations. WhatsApp reply template ready. Delivery capacity calculated. |
| 2 weeks before | April 26 to May 2 | Adjust ads using what worked. Message past-year customers who opted into updates. Cards and packaging in stock before the May 1 holiday (Saturday). Order list open. |
| Holiday week | May 3 to 8 | Sales and production. Last order day Thursday, May 6. Address confirmation Friday. Delivery Saturday. |
| Following week | May 10 to 16 | Follow-up message, buyer records, count what sold and what remained. |
Ads start three weeks before, not five: before that there is nothing to show. The customer-list message goes two weeks before, when customers have not decided and stock still exists. Sending it Thursday of the holiday week is late: organized buyers already bought, and stock is nearly gone.
What if you fell behind?
It depends how far:
- One week late: cut an option. Three bundles become two. Everything else continues.
- Two weeks late: skip ad testing. Publish one option with your best photo and send it to your list. Untested ads are a gamble; at this point, the customer base delivers more and costs nothing.
- Three or more weeks late: sell what is in stock, with a good photo, clear order deadline, and delivery you can fulfill. Do not invent a new bundle. Last-minute new bundles are what go wrong Saturday.
How ads connect with WhatsApp is at avilaops.com/guias/como-usar-meta-ads-para-gerar-leads-no-whatsapp. The holiday overview and what to sell are in Mother’s Day: the biggest sales occasion for small businesses.
What to do now
Take the schedule above and replace the dates for your next major occasion. For Father’s Day (August 8, 2027), for example, week one becomes July 5. Mark the calendar today. If your Mother’s Day campaign fell behind, write which week and why; that is the bottleneck needing help. Describe your business and we will put together the assessment and schedule: avilaops.com/jornada or contact us on WhatsApp: wa.me/5517997811471.
Frequently asked questions
How much should I invest in Mother’s Day ads?
There is no right number without knowing your margin and average order value. The practical rule: start small in week three, see what each WhatsApp conversation costs, and increase only what brought orders. An ad generating no conversations is wasted campaign money.
Do I need an online store for a holiday campaign?
It is not mandatory, but helps. Without a store, every order is a full WhatsApp conversation: option, price, address, payment. With a store, customers handle it themselves and you only confirm. At 60 weekly orders, the difference is hours.
Is a campaign worthwhile for a service business?
Yes, with gift certificates and booking through a link. The schedule is the same: define the certificate, photograph or illustrate it, publish the page, advertise, message the list. “Delivery” is easy booking for the mother to use.
Turn what you learned into your next step.
Tell us about your company and what you want to improve. We can explore the right tools, integrations or custom project together.