What Most Brands Get Wrong About Black Friday Planning (Strategy vs. Tactics)

I don't care what anyone says. After living in New York City for 20 years, the cockroaches they have down here in Atlanta are another freaking level.

They're like mutants.

Once a week, I wheel our trash from the back of our house to the street. Every time, I kick the can and four or five massive cockroaches go scurrying out.

Last night, I do my usual routine.

Kick, they scatter, I start wheeling.

Out of the corner of my eye, I notice one massive roach just disappears underneath the door frame.

I put the trash on the street, come inside and close the door.

I turn around and that big ass cockroach is just chillin’ on the wall next to the door. Staring at me.…

This is it. High noon.

I whip off my Croc and look this guy right in the eye.

"Me or you, buddy."

Before he can move I deliver a perfect overhand serve. WHACK!

He drops to the floor.

I look down triumphantly

…. but there’s no corpse…

“What the hell?”

I frantically move the carpet. There he is…

He looks up at me, and I swear this cockroach shrugs.

Then he starts scurrying again.

Oh, it's ON now, bia-tchh !!!

This time I channel every ounce of rage from 20 years of New York apartment living. I bring that Croc down like Thor's hammer.

He splatters all over the floor. I stand over him, arms raised in victory.

FATALITY. FLAWLESS VICTORY.

Speaking of things that keep escaping... let’s talk about Black Friday strategy.

Last month I'm working with a client on Black Friday planning. The co-founder suddenly perks up:

"Oh yeah, I was on this webinar. They said don't send emails at 2 PM. Send at 2:05pm because everyone sends on the hour."

I'm shocked. "You spent an hour watching this and THIS is what you got?"

Here's How to Think Strategy-First:

Strategy (why/what): "Maximize Black Friday profit by increasing AOV, boosting repeat purchases, and protecting margins. Use email to guide customers toward higher-value purchases."

Tactics (how):

• VIP early access emails highlighting bundles first

• Non-opener follow-ups with urgency ("Sale ends tonight")

• Post-purchase cross-sell flows during the sale window

Strategy drives tactics. Not Twitter tips about send times.

Stop collecting tactical crumbs when you need a real game plan.

If you're drowning in Black Friday prep and need someone to handle your actual retention strategy, hit reply.

Let's get this off your plate.

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