Three peaks concentrate up to 45% of annual revenue
In Senegalese e-commerce, sales are not spread evenly: three big periods (Tabaski, Korite, year-end) concentrate up to 45% of annual revenue depending on the sector. A fashion store can do in two weeks of Tabaski what it does in two normal months. Poorly preparing these peaks means letting the bulk of the annual result slip away.
The key is to anticipate: order stock 6 to 8 weeks ahead, strengthen cash and logistics, and align ad campaigns to the right dates. Here is the full 2026 calendar.
Month-by-month peak calendar 2026
| Month | Event | Sectors at peak | Intensity |
|---|---|---|---|
| January | Post-holiday sales, second-term back-to-school | Fashion, supplies | Medium |
| February | Valentine's Day | Beauty, jewelry, gifts | Medium |
| March | Ramadan (start, around 2026) | Food, dates, clothing | Strong |
| April | Korite (end of Ramadan) | Fashion, shoes, perfume | Very strong |
| May | Labor Day, quiet period | Low | Low |
| June | Tabaski (around June 2026) | Fashion, appliances, sheep | Maximum |
| July | Post-Tabaski, holidays | Travel, electronics | Medium |
| August | Holidays, returning diaspora | Gifts, fashion | Strong |
| September | Back-to-school | Supplies, backpacks, uniforms | Very strong |
| October | Quiet period, possible Maouloud | Religious, books | Low |
| November | Black Friday, Cyber Monday | Electronics, fashion, everything | Very strong |
| December | Year-end holidays, Christmas | Toys, gifts, fashion | Very strong |
Religious holiday dates vary each year with the lunar calendar: check the exact 2026 Korite and Tabaski dates two to three months ahead.
Seasonal coefficient by sector
| Sector | Low months | Peak month | Peak coefficient |
|---|---|---|---|
| Fashion and textile | May, October | Tabaski, Korite | x3 to x4 |
| Electronics | February | Black Friday | x2.5 |
| School supplies | All year | September | x5 |
| Beauty and perfume | January | Korite, Valentine's | x2.5 |
| Toys | All year | December | x4 |
| Food | Stable | Ramadan | x1.8 |
| Home appliances | May | Tabaski, Black Friday | x2 |
School supplies are the most seasonal sector: September can represent half the year. Conversely, food stays relatively stable.
What to prepare before each peak
| Lever | Lead time before peak | Why |
|---|---|---|
| Stock order | 6-8 weeks | Supplier and import lead times |
| Cash reinforcement | 8 weeks | Fund stock before sales |
| Seasonal hiring | 4 weeks | Prepare orders and deliveries |
| Carrier negotiation | 4 weeks | Extra capacity |
| Ad campaigns | 2-3 weeks | Warm up the audience |
| Product pages and online stock | 2 weeks | Avoid showing stockouts |
The classic mistake is ordering stock too late: suppliers and import need 6 to 8 weeks, and a stockout during Tabaski is a lost sale that never comes back.
Worked example: preparing Tabaski in fashion
A fashion store does 800,000 FCFA/month in normal times. Tabaski multiplies by 3.5.
| Indicator | Normal month | Tabaski month |
|---|---|---|
| Target revenue | 800,000 FCFA | 2,800,000 FCFA |
| Stock to fund upfront | 400,000 FCFA | 1,400,000 FCFA |
| Orders to deliver | 45 | 155 |
| Cash to mobilize | Low | High (8 weeks ahead) |
To collect 2,800,000 FCFA, you must fund 1,400,000 FCFA of stock eight weeks ahead, well before a single sale. That is why stores that win Tabaski are the ones that planned their cash in spring.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
The optimal ad calendar
| Period | Ad action | Relative budget |
|---|---|---|
| Low months (May, October) | Acquisition and retention | Base budget |
| 3 weeks before peak | Ramp up | x2 |
| Peak week | Full load, retargeting | x3 to x4 |
| After the peak | Clearance, retention | Reduced budget |
Concentrating the ad budget on the three weeks before each peak gives the best return: the audience is in buying intent and cost per conversion drops.
FAQ
What are the three biggest sales peaks in Senegal?
Tabaski, Korite and the year-end period (Black Friday plus Christmas). Together they concentrate up to 45% of annual revenue depending on the sector.
How much does Tabaski multiply fashion sales?
The peak coefficient in fashion and textile is x3 to x4 during Tabaski. A store can do in two weeks what it does in two normal months.
Which sector is the most seasonal?
School supplies, with a x5 coefficient in September. Back-to-school can represent half this sector's annual revenue.
How far ahead should I prepare a peak?
Order stock 6 to 8 weeks ahead and mobilize cash 8 weeks ahead. Hiring and carrier negotiation happen 4 weeks ahead, campaigns 2 to 3 weeks ahead.
How do I align my ad budget to seasonality?
Ramp up three weeks before the peak (budget x2), go full load during the peak week (x3 to x4), then return to a base budget afterward for clearance and retention.
Let's talk about your project. To build your seasonal calendar and anticipate stock, cash and campaigns, reach Kolonell on WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
