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Seasonality & Event Impact

Separating the calendar from the campaigns: seasonal indices, moving holidays and one-off events, measured with everything else held constant.

Seasonality analysis: how much of your revenue is just the calendar

Posted by tea on September 24, 2026 in Seasonality & Event Impact

Three years of daily retail revenue, reduced to twelve bars. December sits at 135. August sits at 68.

That is a factor of two between the best month and the worst, and not one point of it was decided by a marketing team.