I’ll tell you a quick story.

Last year, I watched two ecommerce brands take very different paths into Black Friday.

• Brand A started warming their email list in early October, sharing helpful content, teasing bundles, and running small ad tests. When Black Friday arrived, their audience was already waiting to make a purchase.

• Brand B waited until November 20th to start up campaigns. By then, ad costs had doubled, and their emails were buried under 50 other “HUGE SALE” subject lines. They ended the weekend frustrated, with thinner margins and unsold inventory.

Same opportunity, completely different outcomes, just because of timing.

Here’s the reality:

By the time November rolls around, your competitors will have already warmed their audiences, tested their creatives, and locked down fulfillment.

To avoid this, start laying the track in October. 

Here’s what I’d do if I were an ecommerce business owner:

• Map your offers: Tier them (early-bird, bundle, VIP) to spread demand.

• Run pre-BFCM campaigns: Educate, tease, and segment your list now so your audience anticipates your offers.

• Test ad angles: Use October to A/B creative while CPMs (Cost Per Thousand) are still affordable.

• Tighten your operations: Shipping delays or sloppy returns kill lifetime value. Fix them before the rush hour.

I know it’s tempting to wait. But waiting till November is like arriving at the airport 5 minutes before your flight; you might get lucky, but more often, you’ll miss the plane.

Want a practical checklist or a step-by-step guide in preparation for Black Friday and Cyber Monday? Book a FREE appointment with me by simply clicking the link below.

Was this email forwarded to you? Sign up here.

P.S. Got a question, trend, or idea you want me to cover in the next newsletter? Hit reply, I'm all ears!