Guide · Marketing
Year-End Sales Campaign Plan: A Four Week Checklist
Year-end sales campaign planning comes down to four weeks of work: set the offer, build the ads, line up email and check stock. This checklist gives you the tasks for each week, starting today, 12 November 2025, so the plan is done before the biggest shopping days arrive.
Start with the dates
Three dates shape the next few weeks for a Singapore shop. The 11.11 sale is already running. Shopee Singapore says its 11.11 Big Sale started on 10 November at 8pm and runs through 19 November. Black Friday is the Friday after US Thanksgiving, and Thanksgiving falls on 27 November this year. That puts Black Friday on 28 November, and many online shops run offers over the weekend and into Cyber Monday on 1 December.
Shoppers here are already used to big vouchers. Shopee's own page for this year promotes a $111 off $350 voucher and discounts of up to 90% on some brands. Your offer will sit next to those. You do not need to match them. You do need to be clear about why a buyer should choose you.
Treat the next week of 11.11 as free research. Note which offers get shared, which wording stands out and what your own site traffic does.
Sources: Shopee Singapore blog, 11.11 promos (2 November 2025); Wikipedia, Black Friday (shopping)
Week 1: Set the offer and the numbers
Do the money work first. Everything else depends on it.
- Pick one main offer. A single clear deal beats five small ones.
- Work out your margin after the discount, shipping and ad cost. If the sum is thin, change the offer, not the ad.
- Set a sales goal and a spend limit for the whole campaign.
- Choose the start and end dates, and the time of day the offer goes live.
- Write the one-line promise you will repeat in every ad and email.
Then check your tracking. Make sure purchases are counted in your analytics and in your ad accounts. A campaign with broken tracking cannot be improved while it runs.
Week 2: Build ads and test them
Meta published an updated Festive Season Guide in 2025. A trade report on the guide says it points advertisers to the Conversions API, catalog management, lead ads and A/B testing tools. It also covers Advantage+ ad options and Reels creative.
Use that list as a build plan:
- Upload your product catalogue and check prices and stock status match your site.
- Make two or three versions of the main ad. Change one thing at a time, such as the first line or the image.
- Make at least one short vertical video for Reels.
- Set up the Conversions API with your developer, or confirm it is already on.
- Run the test ads for a few days at a small budget, then keep the best version.
On Google, think about bidding. Google Ads Help says Smart Bidding already handles regular seasonal patterns. A seasonality adjustment is only for a big, short change in conversion rate that you expect, such as a sale.
Sources: Social Media Today, Meta shares marketing tips for the holiday season (15 October 2025); Google Ads Help, Create a seasonality adjustment (archived 10 November 2025)
Week 3: Launch around Black Friday
This is the busiest week. Most of the work should already be done, so keep your attention on watching and fixing.
If you use Google Smart Bidding, a seasonality adjustment can tell it about the sale. Google says these adjustments suit events of one to seven days, and they may work less well past 14 days. Keep it to the real sale window. For example, if you expect conversion rates to jump during a three-day weekend deal, set the adjustment for those three days only.
Google also says to use it only when you expect a major change. If you are not sure, leave the bids alone and watch the numbers.
During launch week, check these each morning:
- Spend against your limit.
- Orders against your goal.
- Any ad that has stopped running or been rejected.
- Stock on your top five products.
- Replies to customer messages, within the same day.
Sources: Google Ads Help, Create a seasonality adjustment (archived 10 November 2025)
Week 4: Follow up and close well
The sale does not end when the last offer does. The week after is for follow-up.
- Email everyone who bought, with order and delivery details.
- Email people who looked but did not buy, with a short reminder while the offer is live.
- Post the last-order date for delivery before the holidays. Check it with your courier first.
- Pause or lower the ads that did not earn their cost.
- Write down what worked while it is fresh.
Keep a simple record of the results. A one-page note with spend, orders, cost per order and the best ad will save hours next year.
A one-page checklist
Print this and tick it off.
Week Dates Main job Done when 1 12 to 18 November Offer, margin, goal, tracking Offer is written and a test order is counted 2 19 to 25 November Ads, catalogue, email draft Best test ad chosen, email scheduled 3 26 November to 2 December Launch, Black Friday, Cyber Monday Daily checks logged 4 3 to 9 December Follow up, last-order date, review One-page results note saved If an agency runs your ads, ask them to walk through each row with you. A good one can show the test results from Week 2 and explain every change they made in Week 3.
Sources