On Sunday, the sky over Sumpango fills up with kites. Not normal kites. Barrilet
By Gabriel Caceros · October 31, 2026 · Curated by George's Blog
On Sunday, the sky over Sumpango fills up with kites.
Not normal kites.
Barriletes gigantes.
Tomorrow is Halloween in the US.
Here in Guatemala, Sunday is Día de Todos los Santos.
In towns like Sumpango and Santiago Sacatepéquez, families and groups of friends spend months building giant kites by hand.
Sketching the design.
Cutting thousands of pieces of tissue paper.
Tying the bamboo frame.
Then they go up for one day.
What I love about it is that nobody starts building on October 31.
The day is the reward.
The work happened in August and September, on weekends nobody saw.
Q4 works the same way.
What flies in November is whatever got built in October.
You cannot build structure on Black Friday.
You can only fly what is already there.
This week we finished the last of the build work across our accounts:
→ Campaign structure locked, every campaign with a job.
→ Bid caps per SKU written down before the auction gets loud.
→ Inventory checked against the FBA arrival dates, not hoped for.
→ Creative approved and live, not sitting in a review queue.
→ Budget rules scheduled for the event days.
→ A named owner for every account, every day of the window.
Last year a client asked us in mid-November to "just add a new structure for Black Friday."
We built it.
It launched with no history, no negatives, and bids guessed from September data.
It spent 30% of the account's Black Friday budget and returned the lowest ROAS in the account.
The campaigns built in September did the real work.
They had data.
They had shape.
They flew.
That is the part of the barriletes nobody photographs.
The months of quiet work that make one loud day possible.
So this weekend, step away from the dashboard.
Watch a kite go up, or a few kids in costumes.
Built in October.
Flown in November.
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