As it stands, online retailers must prep and launch dynamic holiday promotions as the holiday begins. This creates a stressful pre-holiday campaign period where man-hours must be spent just before the holiday to make the promotion happen.
Beyond that, because the campaign is launching on the actual day(s) of the holiday, it will need to spend the first few hours/transactions going through Facebook’s learning phase before it’s optimised. When the retail holiday is something like Black Friday, those first few hours are crucial.
What has been missing is a way to schedule the promotions and put them through the learning phase ahead of time.