Field note · 20 January 2026
Choosing periods that match how you trade
Calendar months rarely match retail seasons. Align your average order value series to the windows your buyers already use.
Finance teams often want month-end averages. Buyers think in launch weeks, sale peaks, and clearance tails. When an average order value pack forces those mindsets onto the same axis without labelling them, everyone argues past each other.
Before we draw a series, we ask which decisions the pack must support. Ranging meetings usually need season bridges. Promo reviews need the exact live dates of each mechanic. Board packs may still want calendar months — but we annotate the months that contain mixed trading modes.
If your last pack felt muddy, check the period labels first. Clearer windows often explain more than another chart type.