Aaron Young argues Black Friday isn't a single day but a 1-2 week marketing period requiring months of planning. Brands should build a repeatable playbook from past years to drive long-term growth, not treat it as an isolated event.
And I guess probably what the biggest take home from this is, and I think now no one really thinks like this, is that Black Friday is an event and it's essentially a 1 to 2 week period, however it runs. But you can't run into it thinking, oh, I'm just going to target that event. I think those days are long when you've really got to have a strategic plan, a couple of months build up to it to really make sure you're getting the best out of it. Yeah. And obviously the big thing we also look at too is, especially unless this is your first time going through Black Friday, is really to look to take the learnings from the, from the previous year, and then you can just build on a playbook year after year to really get the longevity in your brand.
