Black Friday Isn’t One Day: Our Full Q4 Ecommerce Playbook

Most ecommerce businesses think about Black Friday as a day or a weekend. We think about it as an entire trading period from Halloween through to January.

In this episode, Ian Hammersley breaks down how we actually approach the biggest ecommerce trading period of the year, including when to start, how long to run your offers, how aggressively to email, what to do with Google and Meta, and how to make the most of increased demand without destroying your margins or running out of stock.

We cover the full Q4 rhythm, starting with Halloween and moving through Better Than Black Friday, Black Friday Week, Cyber Week, Christmas, Boxing Day and the January sales.

Ian also explains why ecommerce brands often start too late, why your email database becomes one of your most valuable assets during peak, how to decide how hard you can push based on stock and ROAS, and why merchandising can have a huge impact on what actually sells.

Topics include:

Black Friday timing and strategyHow early you should startOffer architectureEmail and SMS frequencyGrowing your email list before peakNew customer ROAS and CACStock planning and forecastingShopify merchandisingBlack Friday Week and Cyber WeekChristmas, Boxing Day and January salesHow to trade against daily revenue targetsWhen to push harder and when to hold back

If you run an ecommerce business, this episode gives you a practical framework for approaching the most important trading period of the year.

Subscribe for more ecommerce strategy, Google Ads, Meta Ads, Shopify, email marketing and business growth discussions from the Hammersley Brothers.

#Ecommerce #BlackFriday #Shopify

P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:

1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleybrothers.com/apply-now/

2. Grab a copy of our book - https://gohigh.hammersleybrothers.com/get-the-book