# End of season sale ad campaign ideas

> How to run an end of season sale on Meta and Google. When to start, offers that clear stock without wrecking margin, angles, a break-even example and mistakes.
- **Author**: Marxx
- **Published**: 2026-10-21
- **Category**: Sales events
- **URL**: https://marxx.ai/library-campaigns/end-of-season-sale-ad-ideas

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An end of season sale clears last season's stock to make room for the new range. Run it as a short event with clear tiers of discount, and work out your [break-even ROAS](/glossary/break-even-roas) before you set the price.

## When does it run?

There is no national date. Each brand picks its own, based on how much stock is left. For scale, Myntra's 24th End of Reason Sale began on 29 May 2026, with early access for VIP customers on 28 May ([Media Infoline](https://www.mediainfoline.com/brand/myntras-24th-eors-brings-the-love-for-fashion-to-life-with-ranbir-kapoor-and-kiara-advani), 20 May 2026; checked 2026-10-20). Third-party calendars disagree on its end date, so check a retailer's own page for its dates.

For your own sale, look at your stock, not the calendar. Start when the old range has stopped selling at full price.

## A two-week plan

| When | What to run |
|---|---|
| 2 weeks before | Sort stock by sizes left. Collect sign-ups for early access by email or WhatsApp |
| Days 1 to 3 | Early access for your list, then everyone. Deepest discounts on the slowest items |
| Mid-sale | Tier it: "Extra 10% on 2 items", "Last sizes" |
| Last 2 days | Show the real end date. Retarget people who viewed but did not buy |
| After | Pull sale ads. Show the new range to buyers at full price |

## Offer ideas

- **Tiers:** up to 30% off, up to 50% off, final clearance
- **Bundles:** "2 for INR 1,999" raises the order value
- **Early access:** a head start for subscribers, as Myntra gives its VIP customers
- **Free shipping** above a basket value
- **Gift with purchase** for last-season items that will not move

## Angles that work for clearance

- **Last sizes:** only if the stock is really low
- **Season's best, at season-end prices:** lead with your top sellers
- **New range soon:** lines such as "Make space" or "Last chance before the new collection lands" (example copy we wrote)
- **Reminders:** a cart reminder for people who left an item behind

## Know your break-even first

Say a jacket costs you INR 800 to make and ship, and sells for INR 2,000. The margin is INR 1,200, so break-even ROAS is 2,000 / 1,200 = 1.67.

At 40% off the price is INR 1,200. The margin falls to INR 400, so break-even ROAS is 1,200 / 400 = 3.0. Each INR 1 of ad spend must now bring INR 3 of sales just to break even. Tiers help: give the deepest cut only to items you need to clear.

## Mistakes to avoid

- Discounting best sellers that still sell at full price
- A fake "original price". Show the price you really charged
- Made-up scarcity. India's consumer regulator lists false urgency among 13 dark patterns in its [November 2023 guidelines](https://pib.gov.in/PressReleasePage.aspx?PRID=1983994)
- One sale ad for two weeks. [Rotate creative](/guides/how-to-fix-ad-fatigue) every few days
- Mixing sale and new-arrival ads in one ad set, which confuses what each is for

To see how long a rival's sale ads ran, read [how to find out how long an ad has been running](/guides/how-to-find-out-how-long-an-ad-has-been-running). We make Marxx, which [tracks competitor ads](/features/competitor-tracking) on Meta and Google. Big shopping events follow the same shape: see [Black Friday](/campaigns/black-friday-ad-ideas) and [New Year](/campaigns/new-year-ad-ideas).

## FAQ

### When is the end of season sale in 2026 and 2027?

There is no single date. Each retailer chooses its own, and may announce it close to the start. Plan yours around your stock.

### How deep should the discount be?

Deep enough to clear stock, not so deep that you lose money on each order. Check your break-even ROAS at each discount before you launch.

### Should I run the sale on Meta, Google or both?

Use Meta for reach and retargeting, and Google for people already searching for your brand or product. Test both on a small budget before the sale.

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