Allocate annual budget across months using seasonality.
Inputs
Monthly allocation
Month
Multiplier
Budget
% of annual
About this calculator
Annual marketing budgets typically get allocated as 1/12th per month, which is exactly wrong for ecommerce. Demand isn\'t flat across the year, so spend shouldn\'t be either. Q4 commands 25-40% of annual demand for most categories — under-spending in November means paying for impressions that never convert because the audience isn\'t in-market.
This calculator distributes annual budget across months using seasonality curves matching your category. Ecommerce typical: Q4 at 1.5-2× monthly baseline, Q1 at 0.7-0.85×. Apparel: spring + Q4 dual peaks. Gift-heavy: Q4 dominant. Outdoor: summer peak. Each pre-built profile reflects observed industry patterns.
The actionable view is matching cash deployment to demand. November should consume ~12-18% of annual budget. February might be 5-7%. Operators distributing equally end up with too much spend in slow months (waste) and too little in peak months (left-on-table revenue).
Pair with the BFCM Planner (deeper Q4-specific planning) and the Revenue Forecaster (forecasts revenue using same seasonality). Most operators find shifting 15-20% of annual budget toward peak periods produces 30%+ revenue lifts vs flat-allocation alternatives.
Frequently asked questions
Why allocate budget seasonally?
Q4 has 25-40% of annual ecommerce demand for most categories — but only 25% of months. Spending equal monthly amounts means you under-spend in November (when demand is highest, CPMs justified) and over-spend in February (when demand is lowest, your spend is competing inefficiently for sparse buyers).
How much extra spend goes to Q4?
Most successful DTC brands run Q4 spend at 1.5-2× the monthly baseline of Q1/Q2/Q3. November typically peaks at 2-2.5× baseline. December tapers but stays above 1.5×. January-February drop to 0.7-0.85× as a "rest" period.
Should I cut spend in slow months?
Cut, don't eliminate. Maintaining minimum presence in slow months keeps the algorithm warm and keeps brand awareness fresh. Going dark for 60 days then re-launching costs more in re-learning than the savings from being dark.
What about counter-seasonal categories?
Apparel has spring (April-May) and Q4 dual peaks. Outdoor / camping has summer peak. School supplies has August. Match the seasonality profile to your category — don't force ecommerce-typical curves on a non-typical category.
How does this affect inventory planning?
Materially. If 35% of sales hit in Q4, you need inventory in place by mid-October. Order from suppliers in July-August for typical 60-90 day lead times. Pair this calculator with the Reorder Point and BFCM Planner tools for full Q4 readiness.