The sale calendar
Labor Day copy peaks the week before. 8% of that week's new ads mentioned it.
Between 10% (week of Jul 20) and 15% (week of Aug 31) of a brand's new ads carry a "% off". New events are added as their copy appears in the feed.
330,916 new ads / 730 brands / since June 2026 / September 2026
Share of new ads with a "% off", by week
The mean across brands, so one big discounter cannot move it.
Labor Day week
8% of new ads mention it
4th of July week
5% of new ads mention it
See the numbersHide the numbers
| Week | Ads with a "% off" |
|---|---|
| Jun 8 | 10.9% |
| Jun 15 | 10.7% |
| Jun 22 | 14% |
| Jun 29 | 11.6% |
| Jul 6 | 9.7% |
| Jul 13 | 10.4% |
| Jul 20 | 9.5% |
| Jul 27 | 9.7% |
| Aug 3 | 9.7% |
| Aug 10 | 9.9% |
| Aug 17 | 9.7% |
| Aug 24 | 11.1% |
| Aug 31 | 15.3% |
Event by event
When the copy starts, and when it peaks.
Share of each week's new ads that mention the event. Newest first; more arrive as the year goes on.
Labor Day / Sep 7
8% of new ads at the peak
The first ads appear 2 weeks out. It peaks the week before, at 8% of that week's new ads, and is gone within a week of the day.
- Ecommerce13%
- Software1%
- Services3%
Ads from the peak week. Open any of them.
4th of July / Jul 4
5% of new ads at the peak
The first ads appear 2 weeks out. It peaks in the holiday week itself, at 5% of that week's new ads, and is gone within a week of the day.
- Ecommerce8%
- Software1%
- Services2%
Ads from the peak week. Open any of them.
Prime Day
3% of new ads at the peak
It peaks in the week of Jun 22, at 3% of that week's new ads.
- Ecommerceunder 1%
- Softwareunder 1%
- Servicesunder 1%
Ads from the peak week. Open any of them.
By market
Who discounts, and who never does.
Ecommerce ads carry a "% off" about 7 times as often as software ads. Holiday spikes are mostly an ecommerce habit.
Ecommerce
13โ23% of new ecommerce ads carry a % off.
Software
0โ5% of new software ads carry a % off.
Services
5โ9% of new services ads carry a % off.
Keep reading
The other things we track over time.
How long ads last
How long does a new ad live, and does the format matter?
Read moreWhat brands launch
Which formats, placements and buttons are gaining or holding?
Read moreLaunch pace
How many new ads a week is normal?
Read moreLooking for what lasting ads have in common instead? Read the insights overview or a market report: Ecommerce, Software, Services.
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