Should I test during peak or normal traffic periods?

Hey fellow e-commerce entrepreneurs, I've been wrestling with a critical testing dilemma in my Shopify store. Every time a big sale season approaches—Black Friday, holiday rush, summer clearance—I'm torn about when to run my conversion optimization tests. Do I risk disrupting potentially massive revenue by testing during peak traffic, or do I play it safe during 'normal' periods and potentially miss out on critical insights? My current setup involves running Meta ads and tracking every conversion metric religiously. But timing these tests feels like walking a tightrope. Peak periods bring higher traffic volumes, more diverse customer behaviors, and potentially more volatile conversion patterns. Yet, they're also when every percentage point of conversion can translate into thousands of dollars in additional revenue. I've heard conflicting advice: some experts say peak periods offer the most representative data, while others warn about the risks of introducing variables during high-stakes selling windows. My gut tells me there's a strategic approach I'm missing—some methodical way to validate conversion tactics without gambling away potential sales. What I'm really after is a systematic method to understand when and how to test conversion strategies that doesn't feel like I'm rolling dice with my store's performance. I need concrete guidance on test timing, risk management, and extracting meaningful insights without disrupting my core business momentum.