At Code3, we’ve been through more than a few Q4s. We’ve seen what works, what doesn’t, and what gets overlooked until it’s too late. Below, we’re breaking down what our clients and successful brands are doing right now to prepare for the most critical quarter of the year, and how you can do the same.
Why Q4 is a Different Beast
Let’s start with a stat: In 2023, U.S. holiday retail sales hit $964.4 billion, with ecommerce accounting for over 20% of that total (source: NRF). Q4 isn’t just busy, it’s a tidal wave.
With only four weeks between Thanksgiving and Christmas, Channukah falling right in the middle and key events like Black Friday, Cyber Monday, and Holiday Week stacked back-to-back, competition for attention (and conversion) is at an all-time high.
What does that mean for your brand? You need a game plan that’s proactive, platform-specific, and performance-oriented. Here’s how to build one.
Start With the Data: What Did Last Year Tell You?
Before jumping into promo planning, creatives and calendar builds, take a long, honest look at your past performance. This should include YTD performance, last year’s Q4 and holiday season, most recent Prime Days or industry-specific tentpole events and more. Dig into:
- Best-performing products and categories
- ROAS by platform
- Creative formats that delivered
- Shipping/delivery bottlenecks
- Promo cadences that moved the needle
If you don’t have clean, granular data, get it now. Your Q4 strategy should be built on performance intelligence, not gut instinct.
Hot Take: The brands that struggle in Q4 are the ones that treat it like a reset. It’s not. It’s a continuation, with higher stakes.
Map the Moments: It’s Not Just Black Friday
Yes, Black Friday and Cyber Monday (BFCM) is huge. But so are early bird deals, last-minute gifting, post-holiday promos, and even returns and exchanges in January. Think about Q4 as a season, not a weekend. Build a calendar that captures:
- Pre-sale buzz starting in October or early November
- Peak sale windows, including Thanksgiving week, BFCM, Green Monday
- Extended deals and reminders mid-December through shipping cutoff
- Post-holiday play such as gift card redemptions, loyalty pushes
Timing matters. But pacing matters more. You don’t want to blow your entire budget on Black Friday and disappear when competition thins and CPAs drop in late December.
Get Your Creatives in Gear….Early
Every year, brands scramble to turn around new ads at the last minute. Spoiler alert: rushed creative rarely converts. Instead, think in themes and format variety:
- Evergreen messaging that can flex across moments
- Holiday-specific promotions for major tentpole days
- UGC and reviews to build trust in crowded spaces
- Short-form video to stop the scroll, especially on TikTok and Reels
Test now. Optimize later. Then scale what works. And don’t forget, what is successful on Meta might (will probably!) flop on TikTok. Creative needs to be tailored and specific to each platform.
Prioritize Inventory and Fulfillment Now
If your product isn’t available, nothing else matters. Right now is the time to sync with internal teams to ensure inventory aligns with your marketing push. This is especially crucial if you sell across multiple channels like Amazon, DTC, and retail.
On Amazon? Stocking the right ASINs ahead of time is non-negotiable. Consider using tools like Amazon’s Inventory Planning dashboard to avoid missed revenue due to stockouts.
Running DTC? Ensure your shipping timelines and return policies are clear and updated for consumers. Invest in Paid Media Like a Pro
Q4 isn’t the time to pull back on spend, it’s the time to spend smart. Expect higher CPCs and CPMs, but that doesn’t mean you need to throw money at the problem. Instead:
- Focus on incrementality, not just last-click ROAS
- Use audience segmentation to reach high-intent groups
- Layer in retargeting and loyalty campaigns
- Use automated bidding tools wisely—but don’t set and forget
And if you’re advertising on Amazon, now is the time to start scaling Sponsored Products, Sponsored Brands, and DSP strategies.
Reminder: It takes time for algorithms to learn. Ramp your campaigns before the rush, not during it.
Don’t Sleep on Organic Touchpoints
Email, SMS, SEO, and social aren’t just “support” channels. When used right, they’re Q4 conversion machines. Consider the following strategies:
Email and SMS:
- Build segmented lists now.
- Plan your cadence: a last-minute “20% off” blast won’t cut it.
Social:
- Highlight behind-the-scenes content, gift guides, and FAQs.
- Show up where your audience already is.
SEO:
- Update product pages for holiday intent. Think “best gifts for ___” or “stocking stuffer ideas” keywords.
Prepare for Pivots (Because There Will Be Some)
If there’s one Q4 constant, it’s change. Platforms break. Creatives fatigue. Shipping delays hit. That’s why the best-prepared brands also build contingency plans. These can include:
- Have backup creative ready
- Monitor real-time performance daily - and even hourly on big moments like BFCM
- Be ready to reallocate spend by platform or product
- Loop in your customer service team for high-volume days
Agility is your superpower. Use it.
Final Word: Make Q4 Count
Holiday marketing strategies that work aren’t built on hype, they’re built on planning, testing, and execution. At Code3, we’re already deep into Q4 planning with our clients, mapping moments, building bold creative, and laying the foundation for serious performance. If you’re still getting started, it’s not too late. But the time to act is now.