Jimmy Kim and a co-speaker argue brands lose money by going silent after Black Friday. Half of annual sales happen in four to five weeks, then revenue drops off a cliff. Advertising is cheaper in off-season months when fewer brands compete for ad space, making it the smarter time to double down on marketing.
If you think your sales have a slump once your peak, which most, again, for most brands is like Black Friday and then like nothing else. I mean, when I was running a brand, I think like 50% of my sales happened in that like 4 or 5 week period. But the reality is just because Black Friday and Cyber Monday, you know, is the big opportunity we have every year, it's no reason to go quiet. You know, why would we have a missed opportunity?
Yeah, I'm 100% with you. And again, like consumers have needs outside Black Friday, Cyber Monday. Obviously the excitement's really high, but they want to buy stuff year round, right? And obviously, you know, as consumers the way the world is. We just love discounts. We love good deals. We love finding the most relevant, best products any time of the year. So off-season marketing also helps you maintain momentum, really build brand loyalty, and avoid lulls in revenue. Because again, it's great that you drive all this money in November and December, but you need to have cash flow on hand and you need to be selling and pushing products year-round. So that's super important. And often too, you know, we know this, a lot of listeners know it, it's way cheaper to run ads and push email promotions in a much wider month because there's less competition. You know, Black Friday, Cyber Monday, brings out the crazy. Whereas now in a typical day, typical week, typical month, not that there's no noise, obviously there's a lot of noise, but the noise is a fraction of what it is. So since you're not competing with every other brand in a frenzy, double down on today, on tomorrow, on next month.
