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I just checked the Xmas in July sales - and was overwhelmed. So (too) many truly nice products on nice sales, and only 3 days lasting. This a) gives promoters only a short time span to react - please consider that you need the first day to create your promos and that if you use ads, these ads usually have to be revised first and will start only on day 2 (you can't rely on promo emails cuz the items often change), and b) too many products on sale all at once means a way too broad field to promote. Not to mention that designers with small stores will have a hard time doing anything.
I personally would love to have weekly sales with nice discounts on a handful of truly nice products and smaller discounts on a few more products. Consistent over the weeks. This gives more time to concentrate on some products, create these products, and prepare promos and ads without rushing and letting them run for a longer period, which helps a lot for visibility and efficiency.
A suggestion (not a criticism) based on my own preferences - others may have a different one. I'm curious to know how other designers feel - I personally am always overwhelmed in such cases.