Critical dates 2026: Mother's Day, Black Friday and Christmas without destroying margin

## Critical dates 2026: Mother's Day, Black Friday and Christmas without destroying margin

The first time I lived a full retail seasonality at Herreira was between May and December 2009. The store had opened in August the year before, and we had gone through the first Christmas "in panic" — no planning, no ready showcase, no understanding of the client walking in. We grossed well, but saw stockouts of the wrong pieces, leftovers of pieces that did not turn, and margin compressed by last-minute discounts. In January 2010 I sat with Cláudio, my husband, and we drew the commercial calendar Herreira still follows today, with small adaptations.