What To Do About Holiday 2021

This was originally published in the No Best Practices newsletter on 10.9.2021.

Tweet from @web: BFCM tip (1/1): Have products in stock and don't discount a single thing. It will sell out.

Does this make you uncomfortable? Be honest: how confident would you feel going into the holiday season with no sales or promotions planned?

Maybe you’re entering Q4 with less inventory than expected. Maybe your cost of goods was higher than normal due to the current crunch in overseas logistics and production.

Maybe you’re nervous about your ability to move inventory due to Facebook performance declines after iOS 14. Maybe you have no control over financial planning in your organization, and you are simply being told to do more with less.

Don’t get me wrong, I think the Holiday period is over-hyped and the customers you acquire are typically low quality. “Just ignore holiday”/ “don’t discount” is the type of no holds barred hot take that I would love to give you…if I thought it would be helpful to most people reading this.

Instead, I want to use this edition of the newsletter to take a more nuanced look at Holiday strategy, specifically Black Friday/Cyber Monday (BFCM). Everyone is entering this critical season with a different set of variables. To determine the best strategy for your brand and your team, you need to take all of those variables into account.

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