During the holiday season, industries like travel platforms, gambling operators, and fintech and payment providers experience significant pressure due to explosive increases in traffic, requiring robust, scalable, and reliable infrastructure to handle the demand. Companies such as Booking.com, FanDuel, and SumUp have modernized their data systems using CockroachDB to ensure resilience and efficiency. Booking.com revamped its order management system to handle massive traffic surges, FanDuel upgraded its ledger system to support concurrent transactions and meet regulatory demands, and SumUp enhanced its payment processing capabilities to manage extensive transaction volumes. These improvements highlight the importance of replacing outdated systems with horizontally scalable databases to transform peak demand into growth opportunities, showcasing the crucial role of technology in maintaining seamless operations during the busiest time of the year.