When is the best time to advertise in Morocco?

There is no single universal "best time": it depends on your sector and your objective. To maximize sales, the purchase-intent peaks are Ramadan (Feb 18–Mar 19, 2026), both Eids, September back-to-school and Black Friday (November 27) — but CPMs there run 40 to 120% higher. To buy signal at the best cost, the second half of January and the heart of summer (outside tourism) offer CPMs 20 to 35% cheaper, ideal for awareness, testing and audience building. The winning strategy combines both: build audience and awareness during the troughs, then concentrate conversion budget during the peaks where purchase intent is real. The practical rule: anticipate each peak 3 to 4 weeks in advance.

How much do CPMs rise during Ramadan in Morocco?

During Ramadan, CPMs on Meta Ads and Google Ads typically rise +50 to +90% versus the January floor, with sharper spikes in the final week before Eid al-Fitr, when the shopping rush peaks. This increase is driven by the simultaneous concentration of many advertisers (food, fashion, decoration, telecom) on the same audiences, while the number of available impressions stays limited. Key point: this cost increase comes with rising conversion rates, because purchase intent is strong during this period. Ramadan therefore stays profitable provided you are prepared: contextualized creatives, dayparting on the evening window (9 PM–1 AM after iftar) and budget reserved ahead of time. A doubled budget without preparation wastes the peak; a prepared budget makes it the best month of the year.

When are CPMs cheapest in Morocco in 2026?

The lowest CPMs of the year in Morocco fall in two trough windows: the second half of January (after the year-end holidays and before Ramadan begins) and the heart of summer, from late June to mid-August, for all non-tourism sectors. In these periods, CPMs drop 20 to 35% versus peaks, as ad demand deflates. These are the best moments to launch low-cost awareness campaigns, test new creatives and audiences without burning top-price budget, and build remarketing audiences to reactivate during the next peak. Note: for tourism sectors (hospitality, dining, holiday real estate, car rental), summer is instead a peak — seasonality inverts depending on your business.

How do you anticipate the Moroccan marketing calendar when dates change every year?

The shifting dates come from the lunar calendar: Ramadan and both Eids move forward roughly 11 days each year relative to the Gregorian calendar. Your 2025 benchmarks therefore do not hold for 2026. In 2026, Ramadan begins around February 18 and ends around March 19; Eid al-Fitr falls on ~March 20 and Eid al-Adha around May 27. The anticipation method: at the start of the year, recalculate the lunar dates, mark your 3 to 4 priority peaks on the calendar, then apply the 3-to-4-week rule — for each peak, count back a month to lock budget, creatives and stock. Fixed-date peaks (September back-to-school, Black Friday on the last Friday of November, year-end holidays) are simpler to plan and serve as stable anchor points in your annual media plan.

Should you increase budget during peaks or keep it constant?

A constant year-round budget is a mistake in Morocco, because it ignores the seasonal structure of demand. During peaks (Ramadan, Eid, back-to-school, Black Friday), purchase intent is real and conversion rates rise: you should increase budget by +40 to +100% to capture that volume, despite higher CPMs. The math stays favorable because every dirham spent converts better. Conversely, during troughs (January, off-season summer), cutting pure conversion budget and redirecting it toward awareness and testing is more profitable, since CPMs are low. The logic: concentrate conversion budget where intent is high, and audience-building budget where cost is low. A budget that follows seasonality consistently outperforms a flat budget, at equal annual spend.

Which sectors are most affected by seasonality in Morocco?

Almost every sector has seasonality, but it differs by activity. Food, beverages, fashion, decoration and kitchenware explode during Ramadan and the Eids. Stationery, computing and telecom peak at back-to-school (September). Consumer electronics and general e-commerce peak at Black Friday. Home appliances, furniture and traditional fashion rise at Eid al-Adha. In contrast, tourism, dining, holiday real estate and car rental have their high season in summer, exactly when classic urban e-commerce hits a trough. Money transfers and services for the diaspora follow the major holidays and summer breaks. The first step in any Moroccan media plan is therefore to identify the seasonality specific to YOUR sector, rather than following a generic calendar.

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/ 69 · saisonnalite-marketing-marocMedia BuyingPublished on10 min

SEASONALITY · CALENDAR · MEDIA BUYING · MOROCCO 2026

Morocco Marketing Calendar 2026: the 7 yearly peaks— and how to play them

In Morocco, the cost of advertising swings by +40 to +120% depending on the time of year. Ramadan (late February to late March 2026), Eid al-Fitr, the September back-to-school season and Black Friday are the four peaks where CPMs surge and demand saturates Meta and Google auctions. Conversely, January and the off-season summer (outside tourism) offer CPMs 20 to 35% cheaper. Anticipating this calendar — budgets, stock, creatives, launch dates — is not a detail: it is the difference between paying top price for signal or securing it before competitors drive the auctions up. Here is Morocco's 2026 marketing calendar period by period, with the CPM impact and the sectors affected.

By Marouane MohachtouFounder & CEO

+40–120%CPM in peak seasonvs the January floor

7 peaksto plan in 2026Ramadan, Eid, BTS, BF…

3–4 wksbudget lead timebefore each major peak

-20–35%CPM in troughsJanuary & off-season summer

Why seasonality dictates your acquisition cost in Morocco

In Morocco, the price you pay to reach a customer does not depend only on your targeting or your creative: it depends first and foremost on the date. Meta Ads, Google Ads and TikTok run on real-time auctions. When thousands of Moroccan advertisers rush the same audiences at the same time — during Ramadan, back-to-school, Black Friday — the number of available impressions stays fixed while demand explodes. Mechanically, the CPM (cost per thousand impressions) climbs +40 to +120% above the January floor. This effect is amplified in Morocco by two local specifics. First, the lunar calendar: Ramadan and both Eids shift by roughly 11 days each year, so your 2025 benchmarks no longer hold for 2026. In 2026, Ramadan starts around February 18 and ends around March 19; Eid al-Fitr falls on ~March 20, Eid al-Adha around May 27. Second, sector concentration: food, fashion, home appliances, telecom and e-commerce all compete for the same slots, saturating auctions over short windows. The practical consequence is simple. An advertiser who discovers a peak the week it starts has no lever left: they pay top-price CPMs with untested creatives and an improvised budget. The one who reserved budget, prepared visuals and secured stock 3 to 4 weeks ahead enters the period with a controlled cost per acquisition. Seasonality is not something you endure — it is something you plan.

CPMs are auction prices: more advertisers = costlier impressions, at identical targeting
Lunar calendar: Ramadan and the Eids shift ~11 days/year — recalculate for 2026
Moroccan sector concentration: food, fashion, appliances, telecom saturate the same windows
The only lever is anticipation: budget, creatives and stock locked 3–4 weeks before the peak

Ramadan 2026 (Feb 18 – Mar 19): peak #1 of the Moroccan calendar

Ramadan is by far the most intense commercial period of the year in Morocco. In 2026 it runs from ~February 18 to ~March 19. During this month, media consumption habits flip: the mobile and TV audience peak shifts from daytime to evening, between iftar (breaking the fast) and late into the night — typically 9 PM to 1 AM. Scrolling on Instagram, TikTok and YouTube reaches its highest levels in those windows. On the auction side, ad demand explodes: food, beverages, kitchenware, fashion (Eid preparation), decoration, dates and local products all compete for attention. Meta and Google CPMs typically rise +50 to +90% versus January, with sharper spikes in the final week (the Eid shopping rush). But — crucially — this CPM increase comes with rising conversion rates: purchase intent is real, not just attention. The Ramadan playbook: shift your delivery toward the evening window using dayparting, prepare context-specific creatives (iftar, generosity, family, Eid preparation) 4 weeks ahead, and secure stock, because stockouts during this period are devastating. A budget that doubles in March without creative preparation wastes the peak; a prepared budget turns it into the best month of the year.

Key window: evening 9 PM–1 AM after iftar — use dayparting to concentrate budget
CPM +50 to +90% vs January, but conversion rates rise: the peak stays profitable when prepared
Overheating sectors: food, Eid fashion, decoration, kitchenware, dates, telecom
Ramadan-contextualized creatives ready 4 weeks ahead — no recycled generic visuals

Eid al-Fitr, Eid al-Adha and holidays: the short, intense peaks

Around Ramadan orbit micro-peaks that are just as strategic. Eid al-Fitr (~March 20, 2026) closes the fasting month: the preceding week concentrates purchases of new clothes, gifts, pastries and hosting supplies. It is a short peak (7 to 10 days) but of maximum intensity for fashion, beauty, confectionery and children's ready-to-wear. CPMs there climb +40 to +80%. Eid al-Adha (~May 27, 2026) has a different dynamic. Beyond the sheep, it is a major peak for home appliances, furniture, knives and utensils, traditional fashion and money transfers (from the diaspora). Logistics and stock come first here: demand is predictable but heavily concentrated in the preceding 10 days. Anticipating supply matters more than the CPM itself. Finally, year-end holidays (December) and Valentine's Day (February 14, just before Ramadan in 2026) create sector peaks: gifts, dining, flowers, jewelry, cosmetics. Yennayer (Amazigh New Year, ~January 13) is gaining ground as a commercial moment. The common rule for all these short peaks: the buying window is narrow, so budget must be concentrated and themed creatives ready well in advance. Miss the timing by 3 days and you miss the peak.

Eid al-Fitr (~Mar 20): 7–10 day fashion/beauty/confectionery peak, CPM +40 to +80%
Eid al-Adha (~May 27): home appliances, furniture, traditional fashion, diaspora transfers
Year-end, Valentine's, Yennayer: short sector peaks (gifts, dining, cosmetics)
Narrow window: concentrated budget + themed creatives ready, or miss the peak by 3 days

Back-to-school, sales and Black Friday: a high-tension second half

The Moroccan second half has its own peaks, more aligned with the Western calendar but with local specifics. Back-to-school (late August – September) is a major peak for stationery, computing, backpacks, uniforms, textbooks and telecom/internet subscriptions. Demand starts in mid-August and peaks in the first half of September. CPMs rise +30 to +60%, with heavy competition on parent audiences. Black Friday (November 27, 2026) and Cyber Monday have become unmissable e-commerce dates in Morocco, heavily promoted by marketplaces and consumer electronics. It is the most violent CPM peak of the final quarter: +60 to +120% for the week, because every promotional sector concentrates there. Creative preparation and tracking infrastructure (to avoid losing conversions at the worst possible moment) are decisive here. Official sales (winter: January–February; summer: July–August) create longer but less sharp promotional waves. They spread demand across several weeks, which limits the CPM surge while maintaining good volume. Finally, summer (June–August) is ambivalent: a trough for classic urban e-commerce but a peak for tourism, dining, holiday real estate and returning diaspora visitors. Your seasonality therefore depends directly on your sector.

Back-to-school (late Aug–Sept): stationery, computing, telecom — CPM +30 to +60%, parent audiences contested
Black Friday (Nov 27, 2026): strongest Q4 CPM peak, +60 to +120% — robust tracking mandatory
Winter/summer sales: long waves, more moderate CPM, good volume — ideal for clearance
Summer: urban e-commerce trough, but peak for tourism, dining, holiday real estate and diaspora

The troughs: January and summer, when advertising costs least

Any smart seasonality strategy also exploits the troughs. In Morocco, two windows offer the lowest CPMs of the year, with drops of 20 to 35% versus peaks: the second half of January (after the holidays, before Ramadan) and the heart of summer (late June to mid-August) for non-tourism sectors. These trough periods are not dead time: they are the best moments to buy cheap signal. Concretely, an advertiser who shifts part of their acquisition budget into January pays less for leads and sales, with reduced auction competition. It is also the ideal time to: launch awareness campaigns (low CPMs make brand-building affordable), test new creatives and audiences without burning top-price budget, and build remarketing audiences you will reactivate during the next peak. The logic is counterintuitive but powerful: buy attention when it is cheap (troughs) to convert it when intent is high (peaks). An e-commerce brand that builds its warm audiences in January and reactivates them during Ramadan pays half as much for its initial signal. Ignoring the troughs means leaving on the table the only weeks of the year when the cost-to-opportunity ratio works in your favor.

CPM floor: second half of January and heart of summer (outside tourism), -20 to -35% vs peaks
Ideal for awareness: brand-building costs less when auctions are deflated
Testing window: new creatives and audiences validated without paying peak prices
Build your remarketing audiences in the trough, reactivate them during the next peak

Building your 2026 annual media plan: the Webotic method

A marketing calendar is only worth something if it translates into an operational media plan. The method we apply at Webotic comes down to four steps. Step one: identify YOUR peaks. Not every sector lives the same seasons — a fashion brand explodes at Eid, a school-supplies seller at back-to-school, a hotel in summer. Map your 3 to 4 priority peaks on the 2026 calendar (with recalculated lunar dates) and your 2 exploitable troughs. Step two: the 3-4 week rule. For each peak, count back 3 to 4 weeks and lock in: the budget (with a +40 to +100% margin vs baseline), contextualized creative production, and above all a stock check. A stockout during a peak costs far more than any CPM. Step three: tracking. Peaks are exactly the moments when you cannot afford to lose conversions; server-side tracking (CAPI, GTM Server-Side) ensures signal comes through when volume is at its maximum. Step four: steering the troughs. Use January and summer to test, build your audiences and do low-cost awareness. Repeat the cycle: anticipate the peak, exploit the trough. A well-built annual media plan does not try to be everywhere all the time — it concentrates effort where the cost-to-intent ratio is optimal, and cuts intelligently elsewhere. That is the difference between enduring seasonality and steering it.

Step 1: map YOUR 3–4 peaks and 2 troughs — the season depends on your sector, not the general calendar
Step 2: the 3–4 week rule — budget, creatives and stock locked before each peak
Step 3: robust server-side tracking — don't lose conversions when volume is at its highest
Step 4: steer the troughs — test, build audiences, run low-CPM awareness

FAQ

When is the best time to advertise in Morocco?: There is no single universal "best time": it depends on your sector and your objective. To maximize sales, the purchase-intent peaks are Ramadan (Feb 18–Mar 19, 2026), both Eids, September back-to-school and Black Friday (November 27) — but CPMs there run 40 to 120% higher. To buy signal at the best cost, the second half of January and the heart of summer (outside tourism) offer CPMs 20 to 35% cheaper, ideal for awareness, testing and audience building. The winning strategy combines both: build audience and awareness during the troughs, then concentrate conversion budget during the peaks where purchase intent is real. The practical rule: anticipate each peak 3 to 4 weeks in advance.
How much do CPMs rise during Ramadan in Morocco?: During Ramadan, CPMs on Meta Ads and Google Ads typically rise +50 to +90% versus the January floor, with sharper spikes in the final week before Eid al-Fitr, when the shopping rush peaks. This increase is driven by the simultaneous concentration of many advertisers (food, fashion, decoration, telecom) on the same audiences, while the number of available impressions stays limited. Key point: this cost increase comes with rising conversion rates, because purchase intent is strong during this period. Ramadan therefore stays profitable provided you are prepared: contextualized creatives, dayparting on the evening window (9 PM–1 AM after iftar) and budget reserved ahead of time. A doubled budget without preparation wastes the peak; a prepared budget makes it the best month of the year.
When are CPMs cheapest in Morocco in 2026?: The lowest CPMs of the year in Morocco fall in two trough windows: the second half of January (after the year-end holidays and before Ramadan begins) and the heart of summer, from late June to mid-August, for all non-tourism sectors. In these periods, CPMs drop 20 to 35% versus peaks, as ad demand deflates. These are the best moments to launch low-cost awareness campaigns, test new creatives and audiences without burning top-price budget, and build remarketing audiences to reactivate during the next peak. Note: for tourism sectors (hospitality, dining, holiday real estate, car rental), summer is instead a peak — seasonality inverts depending on your business.
How do you anticipate the Moroccan marketing calendar when dates change every year?: The shifting dates come from the lunar calendar: Ramadan and both Eids move forward roughly 11 days each year relative to the Gregorian calendar. Your 2025 benchmarks therefore do not hold for 2026. In 2026, Ramadan begins around February 18 and ends around March 19; Eid al-Fitr falls on ~March 20 and Eid al-Adha around May 27. The anticipation method: at the start of the year, recalculate the lunar dates, mark your 3 to 4 priority peaks on the calendar, then apply the 3-to-4-week rule — for each peak, count back a month to lock budget, creatives and stock. Fixed-date peaks (September back-to-school, Black Friday on the last Friday of November, year-end holidays) are simpler to plan and serve as stable anchor points in your annual media plan.
Should you increase budget during peaks or keep it constant?: A constant year-round budget is a mistake in Morocco, because it ignores the seasonal structure of demand. During peaks (Ramadan, Eid, back-to-school, Black Friday), purchase intent is real and conversion rates rise: you should increase budget by +40 to +100% to capture that volume, despite higher CPMs. The math stays favorable because every dirham spent converts better. Conversely, during troughs (January, off-season summer), cutting pure conversion budget and redirecting it toward awareness and testing is more profitable, since CPMs are low. The logic: concentrate conversion budget where intent is high, and audience-building budget where cost is low. A budget that follows seasonality consistently outperforms a flat budget, at equal annual spend.
Which sectors are most affected by seasonality in Morocco?: Almost every sector has seasonality, but it differs by activity. Food, beverages, fashion, decoration and kitchenware explode during Ramadan and the Eids. Stationery, computing and telecom peak at back-to-school (September). Consumer electronics and general e-commerce peak at Black Friday. Home appliances, furniture and traditional fashion rise at Eid al-Adha. In contrast, tourism, dining, holiday real estate and car rental have their high season in summer, exactly when classic urban e-commerce hits a trough. Money transfers and services for the diaspora follow the major holidays and summer breaks. The first step in any Moroccan media plan is therefore to identify the seasonality specific to YOUR sector, rather than following a generic calendar.