Lara GuevaraSupply Chain expert (Product and Service)

Sold Out During BFCM? Make These 3 Decisions Now

16 Oct 2026 · 0 min

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In this brief preview, Lara Guevara advises e‑commerce merchants to make three critical decisions before the Black Friday‑Cyber Monday (BFCM) peak. First, determine the exact timing for running ads on products that are already sold out, to keep demand alive without wasting spend. Second, decide whether to offer an expedited freight option for backordered items and understand its cost implications. Third, choose the best way to communicate out‑of‑stock status to customers—using a waitlist, a restock alert, or an honest note on the product page. She stresses making these choices while the dashboard is calm, not when sales are dropping, and promises a full playbook in a follow‑up video.

One preview before tomorrow. 3 decisions worth making this week before peak starts. When exactly you post ads on a sold-out product, whether you actually have an expedited freight option and what it costs, and how you'll message your customers— waitlist, restock alert, or an honest note on the page. Decide all 3 now while it's calm, not while your dashboard's hitting zero. Full playbook tomorrow.