Seasonal Campaigns: How to Prepare for Black Friday & Sale Seasons

Black Friday isn't won in November — it's won in the weeks before. Costs rise and attention scatters on the day; prepared brands harvest, unprepared ones overpay.

4 Weeks Out

• Decide the real offer (a fake discount is spotted instantly).
• Stock and logistics check — selling out on day one wastes the traffic you paid for.
• Start building audiences: traffic campaigns, email/WhatsApp signups ('early access').

1-2 Weeks Out

Tease the campaign, warm retargeting pools, prepare all creatives and landing pages, schedule emails.

Campaign Days

Push hardest to warm audiences (retargeting + list). Watch stock and ROAS live; move budget to winners fast.

After

Post-sale email flow, ask for reviews, retarget buyers with complements in December.

Bottom line: the discount is the smallest part — audiences built in advance are the campaign.