Jimmy Kim argues Black Friday urgency doesn't work for DTC brands. Most sell everyday consumables or apparel people can easily postpone. Even top-performing Shopify brands in women's clothing generate revenue without time pressure, and only 15,800 entrepreneurs made their first sale on Black Friday across 6 million stores.
Nobody's buying direct-to-consumer products because it's an urgent need right this moment. There's very few products in the direct-to-consumer space that fall into that line. Most of them are either everyday consumables, which have nothing to do with Black Friday, which is a majority of direct-to-consumer stuff like supplements and different things. Or you have very nice things like apparel and different things in this, which is a majority. If we look at Inbooks, which has been interesting, is that we pulled from the top Shopify brands and a lot of them are apparel, specifically women's apparel, which are doing the most revenue on that platform. Which, let's be honest, your wife wants that dress, but she can wait 2 weeks and that's it. I thought that was interesting. Other things that were interesting was like they have 6 million stores and they said about 15,800 entrepreneurs made their first sale on Shopify on Black Friday. Even making their first sale was still a big deal there.
