Run each market's calendar, not the head office's

When to use it

When two or more markets, read from browser locales, have occasions in window on different dates and the promo framing follows only one.

How to run it

1. 1Run the same occasion hero on a per-country schedule: UK visitors see Mothering Sunday framing in early March, US visitors in early May, and other markets stay on the control.
2. 2Show a country-targeted announcement bar for a sale only that market runs, like Boxing Day, Singles' Day or Buen Fin, measured against the untargeted page for that market.

Why it works

Match what the visitor came for

Each market shops on its own calendar, so one head-office promo lands in the wrong week for most of them. A store with a third of its traffic in the UK shows that third a Black Friday page while they are thinking about Boxing Day.

Source: Seasonal-commerce practice; message-match research