Been there, tested that. Holiday season used to be a no-brainer, push the Christmas stuff, watch the conversions spike. But the game has shifted. People are more skeptical, ads are cluttered, and everyone's chasing the same old classics. Chasing seasonal surge still works but you gotta be smarter about it. I'd say start with evergreen offers that have consistent demand but tweak your LPs and creatives to tap into holiday emotions. Don't just rely on the typical gadgets and fitness gear. Look for niche angles, maybe tie in some emotional triggers, stories that resonate, or utility that hits during the season but also outside it. Seasonal spikes can juice your CPA temporarily but if you want scalable, build assets that work year-round. The classics still bring some juice if you can make them stand out, but if you wanna really win during the holidays, you gotta bring fresh angles, test harder, and not be lazy with your targeting. Nothing's static anymore, you gotta adapt fast.