You don’t have to lose a lot on money on unsuccessful tests. You will make sales and get some results regardless of what you test. So when testing, try to do as much as you can during your highest selling season. At the least, you will minimize your test costs when you test all media channels during this period.

There is another compelling reason to test during your rollout periods. It makes sense to test during the same time of the year that you expect to rollout the program should it prove successful.

There might be other ways to look at this question. Is this really the best time to test, or should you run your controls only and maximize circulation during your best season for the best possible ROI?