diff --git a/addons/website/static/src/snippets/s_countdown/options.js b/addons/website/static/src/snippets/s_countdown/options.js
index 75f8ac9d2e4..6a8979ae2f8 100644
--- a/addons/website/static/src/snippets/s_countdown/options.js
+++ b/addons/website/static/src/snippets/s_countdown/options.js
@@ -41,6 +41,9 @@ options.registry.countdown = options.Class.extend({
             this.$target.toggleClass('hide-countdown', widgetValue === 'message_no_countdown');
         } else {
             const $message = this.$target.find('.s_countdown_end_message').detach();
+            if (this.showEndMessage) {
+                this._onToggleEndMessageClick();
+            }
             if ($message.length) {
                 this.endMessage = $message[0].outerHTML;
             }