A clothing retailer plans a seasonal promotion for its winter collection by running a campaign on Pinterest during the holiday shopping period. It expects increased competition for audience attention. What is the best strategy for the budget during this period?

During peak shopping periods like the holidays, competition for ad space and audience attention significantly increases. Allocating a larger budget during this time ensures your campaign remains competitive, maintains visibility, and captures a higher share of voice when purchase intent is highest. While increasing the budget early might seem strategic, it risks running out of funds or losing prominence during the most critical sales window. Using the entire budget in the first week is unsustainable for a seasonal promotion. Spreading the budget evenly might lead to insufficient visibility when competition is fiercest, causing your ads to be outbid or overlooked. Therefore, concentrating the budget during peak periods maximizes impact when it matters most.