Q4 Mega Sales: 10.10 and Ber Months in the Philippines, CyberMonday in Argentina

In the Philippines, Christmas starts in September. From the first day of the Ber months (the name Filipinos give to September, October, November and December), shopping malls play holiday songs, store windows light up with garlands, and marketplaces launch one mega sale after another all the way to the end of December. For four months straight, Filipinos shop for gifts, electronics, clothes and everything for the holiday table.

In Argentina, the season is shorter and more intense. The main sales fall in October and November, and in just a few days the market generates sales comparable to weeks of regular trading. Shoppers wait for discounts, installment plans and free shipping, while brands compete for their attention well in advance.

EVADAV's advertiser ad network gives access to traffic in both GEOs across popular formats. Website owners also get more traffic during the sales season, and EVADAV's publisher ad network helps them monetize it. 

This article brings together the calendar of key sales in both GEOs and the verticals that grow fastest during these months. You'll learn which formats work best during the sales season and which creatives catch the attention of Filipino and Argentine audiences. Read to the end: you'll find a sales season action plan and promo codes for launching ad campaigns in Argentina and the Philippines. 

Q4 Sales Calendar: The Philippines and Argentina

Ber Months Philippines

For Filipino retail, the Ber months are the most important period of the year. Demand stays high from September to December and only grows closer to Christmas. People buy gifts for their extended families, electronics, clothes, food for the holiday table, and products for the home and kids. In December, shoppers get extra money to spend: employers are required to pay the 13th-month salary by December 24.

The season's rhythm is set by Shopee and Lazada, the two largest marketplaces in Southeast Asia and the region's equivalents of Amazon or AliExpress. They run “double-date” sales on days when the day matches the month. The series opens with the 9.9 sale Philippines, followed by 10.10, 11.11 and 12.12, with payday sales on the 15th and 30th of each month in between (on salary days).

The scale of the season is clearly visible in the platforms’ numbers. According to the CEO of Lazada Philippines, many sellers on the marketplace get 30-40% of their annual traffic in November and December alone. 

Peak sales also change shopper behavior. During 11.11 in 2025, the average order value on Lazada grew by 50%, and sales of leading smartphone brands increased by an average of 45 times on the first day of the sale. In 2026, the season started with the same momentum: on September 9, Fulfilled by Shopee orders grew 2.5 times compared to last year’s 9.9 sale, and the number of active affiliates on the platform more than doubled. 

Source: https://www.wazzup.ph/shopee-fulfilled-orders-9-9-holiday-sales/ 

Read more about launching ad campaigns in the Philippines:

🇵🇭 2026 PDF Guide for Advertisers: Top Verticals, Ad Formats and User Behavior in the Philippines

Cyber Monday Argentina

Argentina follows the calendar set by CACE (Cámara Argentina de Comercio Electrónico, the Argentine E-Commerce Chamber). The main online event of the second half of the year is CyberMonday: a full 72 hours of official discounts and installment offers.

According to the results of CyberMonday 2025, revenue over the three days reached ARS 639 billion, 29% more than the year before. Around 900 companies took part in the sale, while shoppers placed almost 7 million orders (+24%) and bought 12.1 million items. The average order value was about ARS 92,000. 

Brands competed hard for shoppers’ attention: the average discount reached 31%, the highest since 2021. The biggest revenue came from home appliances and air conditioners, food and beverages, home goods, furniture and garden, travel and electronics. By the number of units sold, personal care products were also among the leaders.

Large retailers prepare for CyberMonday in advance: from August to October, they stock up on inventory, agree on discounts and installment terms, and prepare creatives. They also launch ad campaigns before the sale starts, so that by the peak days they already know which placements and approaches drive sales. An advertiser who enters the market only in November competes with already optimized campaigns and pays more for traffic.

Which Verticals and Offers Are Growing

The sales season drives demand far beyond marketplaces. A shopper looking for gifts and discounts also signs up for an installment plan, tries a new delivery service, orders beauty products before the holidays and subscribes to services at a promo price. That’s why several verticals grow at once in Q4 in the Philippines and Argentina, and each has its own peak dates and triggers.

E-commerce and Physical Goods

Gadgets and accessories, home appliances, home goods, clothes, toys and gift sets have always performed best during sales. In the Philippines, shoppers still actively choose cash on delivery (COD), so ecommerce offers Q4 with COD convert noticeably better.

In the Philippines, peaks fall on 11.11 and 12.12, and at the end of December demand is supported by the 13th-month pay. In Argentina, physical goods pick up speed ahead of Día de la Madre on October 18, peak on CyberMonday on November 2-4 and get a second wave on Black Friday on November 27.

Key triggers: the sale date in the creative, the discount percentage, free shipping and time limits like “only 72 hours” or “until midnight”.

Health

Demand grows for beauty products and weight management offers. Before holiday feasts and family gatherings, the audience wants to “look their best”. Creatives must comply with platform requirements and local regulations.

The health vertical peaks in November and the first half of December: shoppers prepare for the holidays in advance to receive their orders before Christmas. In Argentina, beauty sets also sell well as gifts for Día de la Madre. The best-performing triggers are “holiday prep”, gift sets and bundles, a discount on the second item and free shipping.

🌿 Learn more about the seasonality of health vertical campaigns in the Philippines and other Asian countries

Finance, BNPL and Installments

In Argentina, interest-free installments (cuotas sin interés) are the core mechanic of CyberMonday, so offers from banks, credit cards and fintech services grow. In the Philippines, demand for BNPL services and e-wallet microloans rises during the sales season.

This applies only to legal financial organizations that officially operate in the country and hold all the required licenses and permits. In Argentina, such companies are registered with the Central Bank (BCRA), and in the Philippines with the Central Bank (BSP) and the Securities and Exchange Commission (SEC).

Demand for financial products grows a few days before major sales: users apply for cards and credit limits in advance to buy electronics in installments. In Argentina, these are the weeks before CyberMonday and Black Friday. In the Philippines, the days before 11.11 and 12.12, as well as payday sales on the 15th and 30th. Triggers that work include a specific payment amount (“6 cuotas sin interés de $…”), fast approval and a link to the sale: “apply now – shop on 11.11”.

💸 More about the finance vertical in Argentina and the Philippines

Subscriptions and Delivery

This includes streaming, food and grocery delivery apps, and logistics services. Users try them during sales, when first-order promos are available.

The main delivery peak is the second half of December. In both GEOs, this is the time for corporate parties, family gatherings and the Christmas Eve dinner on December 24 (Noche Buena in the Philippines, Nochebuena in Argentina). Subscriptions are best promoted on major sale days, when the audience is actively looking for deals. The strongest triggers are “first month free”, a first-order promo code, free shipping and holiday bundles.

EVADAV Advertising: The Best Ad Formats for the Sales Season

For seasonal campaigns, the EVADAV ad platform recommends two formats: Popunder and In-Page Push.

Popunder

Popunder opens the advertiser’s landing page in a new window behind the main one. The user sees the full page, so the format suits offers that need a complete sales page: physical goods, finance pre-landers and subscriptions. On peak days, Popunder helps buy volume quickly when other channels get more expensive.

In-Page

In-Page looks like a push notification but appears directly on the website page. It doesn’t require a user subscription, so the format reaches the site’s entire audience, including iOS users. During the sales season, this ad format is especially convenient because a campaign can be launched just a few days before the date and get reach right away. A short notification with the date, discount and time limit works well for physical goods, beauty and finance offers.

Popunder and In-Page Pricing at EVADAV

🇵🇭 Philippines:

🇦🇷 Argentina: 

Sales Season Timing

During the sales season, campaign results depend on three things: when to start testing, which format to choose and at what hours to raise bids. If you enter too late, traffic costs more. If you pick a format that doesn’t fit the task, the budget goes without conversions. And if you miss the start of the sale, the main flow of shoppers goes to your competitors. The formats are covered above, so now let’s look at timing.

When to Start Testing

The optimal testing window is 3-5 weeks before the peak date. This is enough time to test several creative approaches, filter out ineffective placements and build whitelists. By the start of the sale, big brands fill the auction and bids go up. A campaign that enters the peak with ready statistics spends its budget only on proven sources.

In the Philippines, this logic works across the entire chain of sales. The results of 10.10 show which setups to scale for 11.11, and the results of 11.11 show which ones to keep for 12.12. In Argentina, Día de la Madre on October 18 is a convenient testing point: after it, there are two weeks left to optimize before CyberMonday.

When to Launch a Campaign for a Specific Date

It’s recommended to launch a sale campaign 2-3 days before it starts. This gives the EVADAV traffic advertising platform time to collect statistics, while creatives featuring the sale date start warming up the audience. On the day of the sale, it’s best to reallocate the budget to the setups that performed best during the warm-up.

There’s no need to switch off the campaign right after the peak. In Argentina, many brands extend their discounts into Cyber Week, and in the Philippines, payday sales on the 15th and 30th follow just a few days after each double-date sale.

What Hours to Raise Your Bids

Shopee and Lazada sales start at midnight, just like CyberMonday in Argentina. The first hours are the most competitive and the highest-converting. Shopping habits change slowly, and the peaks follow a daily routine that barely changes from year to year: the start of the workday, the lunch break and the evening return home. According to Locad, the main rush of orders comes in the first hour after the sale starts. Then come spikes around 9 AM and at noon, and the last peak of activity hits at 7-8 PM.

Source: https://golocad.com/blog/10-10-sale-guide/ 

When working with both GEOs, it’s important to account for the time difference. The Philippines is on UTC+8, Argentina on UTC-3, which means an 11-hour gap. Campaign schedules should be set to each GEO’s local time, otherwise the peak hours of one market will fall during the other’s night.

CPM Dynamics

Kseniya, Head of Demand at EVADAV company, explained how traffic costs change over the season:

And here’s why, according to Kseniya, it pays to launch tests early:

Creatives: What Works in Each GEO

During the sales season, users see dozens of ads a day. The creatives that stand out speak the audience’s language, are tied to a specific date and show the benefit right away.

The Philippines: EN/Taglish

English is one of the official languages in the Philippines, but in everyday speech and on social media the audience more often uses Taglish (a mix of Tagalog and English). A Taglish creative sounds livelier and closer to the user than formal English:

• Sale na!

• Libreng shipping

• Order na, COD available

The main trigger of the season is the sale date. Filipino shoppers look forward to double-date sales in advance, so “10.10 Sale” or “11.11 Mega Deals” in the headline is instantly read as a reason to buy now. Prices are best shown in pesos (₱), with the discount in a large font. For physical goods, mentions of cash on delivery (COD) and product authenticity further build trust.

Closer to December, creatives should add Christmas context: holiday imagery, gift sets and the word “Pamasko” (a Christmas gift). Marketplaces themselves use it in their campaign names, for example Shopee ran the “11.11 Mega Pamasko Sale”.

Argentina: ES (Rioplatense Spanish)

Argentine Spanish differs noticeably from neutral Spanish. Instead of “tú”, people use “vos” with special verb forms, so calls to action sound like “Aprovechá”, “Comprá hoy”, “Pedí el tuyo”. 

Users love interest-free installments. The phrase “cuotas sin interés” works better than the size of the discount because the shopper immediately sees a simple monthly payment. It’s best to show the installment plan on a separate line with a specific amount: “6 cuotas sin interés de $…”. It works well together with “envío gratis”, “hasta 50% off” and time limits like “solo por 72 horas” or “hasta el miércoles”.

Now for the legal details: only CACE member companies that have paid their membership fee are allowed to use the “CyberMonday” name and logo. Other advertisers should choose neutral wording: “ofertas de noviembre”, “semana de descuentos”, “precios especiales solo esta semana”. In addition, since 2025 Argentina has required ads to show the final price in pesos including taxes. Be sure to take this into account when preparing landing pages.

Ad Campaign Launch Plan

The sales season in both GEOs comes in several waves, and each one needs its own preparation stage. You can go through them on your own or entrust the launch to an ads agency. At EVADAV, this role is handled by the in-house media buying team:

• October 1-10: Testing

First, choose offers for the season, build landing pages, prepare creatives in the right languages and set up tracking. After that, setups are launched in the Philippines and Argentina, and 2-3 creative approaches are tested for each GEO. After 10.10 in the Philippines, you can see which placements, formats and offers hold volume. 

• October 11-25: Whitelists and Scaling

This period focuses on filtering out ineffective placements, building whitelists and increasing the budget for setups that work. In Argentina, campaigns for Día de la Madre run on October 18. They bring extra sales and creative statistics ahead of November.

• October 26 – November 11: The First Wave of Peaks

Argentina hosts CyberMonday on November 2-4 and Cyber Week on November 5-8, while the Philippines has the payday sale on October 30 and 11.11. Campaigns are launched 2-3 days before each date, and bids are raised in the first hours of each sale.

• November 12-30: The Second Wave

Black Friday on November 27 in Argentina and the global Cyber Monday on November 30, plus the payday sale on November 15 in the Philippines. This is the time to refresh creatives a little: add Christmas context and prepare approaches for 12.12.

• December 1-24: The Christmas Peak

In the Philippines, December opens with 12.12, the last major sale of the year. Shoppers often use it to order gifts in time for Christmas. In the second half of the month, employers pay the 13th-month salary, giving shoppers extra money for holiday purchases. The season ends with Noche Buena, the festive family dinner on the night of December 24, for which Filipinos buy food, gifts and everything for the table.

In Argentina, December is all about preparing for the holidays. Gift offers, delivery services and financial products that help spread out holiday expenses perform best during this period.

After December 24, activity in both GEOs gradually declines. The freed-up budget can be reallocated to January campaigns.

Launch Your Ad Campaigns with EVADAV

The sales season in the Philippines and Argentina is one of the most profitable opportunities of the year for e-commerce, health and finance offers. In the Philippines, demand grows from September to Christmas, while in Argentina the CyberMonday and Black Friday peaks bring in millions of orders in just a few days.

EVADAV Ad Network is part of EVADAV TRAFFIC GROUP and provides access to In-Page Push and Popunder traffic in the Philippines and Argentina, with targeting by GEO, device and time of day. Advertisers who want to enter the Philippine and Argentine markets through EVADAV’s in-house media buying team can take advantage of a special top-up offer:

• $5,000 – launch of traffic buying and ad credit to test your first hypotheses

• $10,000 – access to the optimization team and a dedicated senior manager

• $50,000 – an in-house media buying team working to maximize your campaign results

Top up your balance from $5,000 and get an extra $500 ad credit to launch your ad campaign.

🎁 Promo codes: Philippines500 (🇵🇭) and Argentina500 (🇦🇷)

👉 Sign up for EVADAV Ad Network and launch your first ad campaigns before the sales begin! 

FAQ

When does the sales season start in the Philippines and Argentina?

In the Philippines, the season starts on September 1 with the Ber months and lasts until Christmas. The key mega sale dates are 10.10, 11.11 and 12.12, plus payday sales on the 15th and 30th of every month. In Argentina, the peaks fall in October and November: Día de la Madre on October 18, CyberMonday on November 2-4, Cyber Week on November 5–8 and Black Friday on November 27.

Which verticals grow during the sales season?

In both GEOs, the fastest-growing verticals are e-commerce and physical goods, health and beauty, finance and installments, and subscriptions and delivery services. In the Philippines, offers with cash on delivery convert better, while in Argentina, offers with interest-free installments perform best.

Which ad formats work best during the sales season?

In-Page Push delivers reach without a subscriber base and is ideal for a quick launch ahead of a specific date. Popunder provides large traffic volumes at a low price and suits offers with a strong landing page.

When should you launch ad campaigns for sales?

It’s best to start testing 3-5 weeks before the peak date to have time to collect statistics and build whitelists. A campaign for a specific sale should be launched 2-3 days before it starts. On the sale day, bids are raised in the first hours after midnight, as well as around 9 AM, at noon and at 7-8 PM local time.

How much does traffic cost in the Philippines and Argentina?

The cost depends on the format and device. In the Philippines, the average Popunder CPM starts from $0.92, and In-Page from $0.02. Traffic in Argentina is cheaper: Popunder from $0.009 and In-Page Push from $0.001. Check the current weekly rates on the EVADAV Rates page.