For many marketers, advertising for the holidays doesn’t really get off the ground until November, or even later. But every savvy marketer knows that campaigns should really get up and running many months before December rolls around.

To show how costly starting late can be, we dove into our own data to reveal the times of the year (down to the week!) when advertisers can save the most money and reach the highest audience.

You can view the entire heat map and trends—and add key dates to your own Google Calendar— when you download our full Holiday Calendar for Digital Marketers.

Here’s a preview of some of the trends you’ll find in the full calendar:

July

July is when many of the biggest companies plan their holiday campaigns—and for good reason. The earlier you start the easier it is to pivot should an unexpected issue arise down the line. For the early-bird marketer, Christmas in July or similar campaigns help boost mid-year sales goals.

August

August is the month when CPMs slowly start to rise through the end of the calendar year. However, impressions served are also highest during the months leading up to October. Serve your holiday ads during this time to ensure your brand comes to mind when potential customers are shopping for their loved ones.

September

August is the month when CPMs slowly start to rise through the end of the calendar year. However, impressions served are also highest during the months leading up to October. Serve your holiday ads during this time to ensure your brand comes to mind when potential customers are shopping for their loved ones.

October

October is the make-or-break month for holiday campaigns. This is the last month before digital marketing goes off the charts. CPMs and CPCs rise significantly—with November seeing 18% higher rates than the month before. To make sure your ads are breaking through the holiday marketing noise, it’s best to run them before Halloween.

Check out the rest of the tips, along with the heat maps, by downloading the full calendar for free here!

Do the holiday horrors have you shaking under the covers? Get your thunder buddy and grab our comprehensive holiday toolkit—it’ll help you ride out any storm.