Promo calendars and the shelf recovery window

Promotional demand is not only the extra cases sold during the mechanic. It is also the quiet period afterward when shoppers have already stocked up.

We ask brands for the mechanic type, depth, and display support before estimating lift. Bundle offers and deep price cuts leave longer recovery windows than a light on-pack gift.

Build the recovery week into the forecast pack you hand to supply. If replenishment assumes peak velocity forever, you will overshoot; if it assumes base velocity too soon, the shelf goes dark.

A short alignment call between brand and supply before the buy cut-off is often enough to prevent both outcomes.

Talk with us about a related engagement or return to all field notes.