Sale Price Effective Date [sale_price_effective_date] Field for Product Feed

Optional for each product (Google & ChatGPT)

The sale_price_effective_date attribute defines the start and end date/time for when a sale_price should be displayed in your Shopping ads or free listings.
Without this attribute, your sale price will appear immediately upon submission and remain until the next feed update.

When to use

• When running time-limited promotions or sales.
• To schedule sale prices in advance.
• To automatically end a sale without manual feed removal.

Works in combination with the sale_price attribute. Without sale_price, this attribute has no effect.

Format

• Type: Date range (ISO 8601)
• Structure: start_date_time / end_date_time
• Format: YYYY-MM-DDThh:mm[±hhmm] or YYYY-MM-DDThh:mmZ
• Limits: 0–51 characters
• Repeated field: No

Formatting examples:

Minimum requirements

• Follow ISO 8601 date-time format exactly.
• Include both start and end dates.
• Omitting this field means the sale starts immediately and ends with the next feed refresh.

Missing time zones will default to UTC, which may cause unexpected timing.

Best practices

• Always specify time zones to match your target market.
• Include exact hours and minutes for precise campaign timing.
• Align this attribute with marketing campaigns for consistent messaging across platforms.

SEO Tip

Scheduling sale prices accurately ensures consistent promotional messaging across your ads, website, and Merchant Center preventing mismatched prices that could hurt SEO visibility, CTR and trust.

Official Source: https://support.google.com/merchants/answer/6324460