Luke Austin, President of Common Thread Collective, joins Richard Gaffin to explain how to keep shoppers engaged after your Black Friday sale goes live.

They break down the Power 30, the holiday window that accounts for 55% of Q4 website revenue in the data discussed, and the offer decisions that deserve attention throughout it. Luke shares examples of brands using VIP hours, featured-product flash sales, and changing gifts with purchase to give customers fresh reasons to visit and buy.

The conversation covers how to prepare those moments, adapt to sales and inventory, and keep each offer easy for shoppers to understand.

In this episode:

  • Building a holiday calendar around early access, Black Friday, Cyber Monday, and the shipping cutoff

  • Why Luke prioritizes offer strategy alongside the media plan during peak shopping days

  • What happened when one brand added its bestselling product line back into its holiday offer

  • Planning fresh offers and messages within a single day

  • Using inventory, margins, and minimum order values to shape gifts with purchase

  • Keeping a consistent promotional theme as individual offers change

Show Notes:

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