With Q3 coming to an end, it’s important to prepare for Black Friday Cyber Monday, and the holidays. 

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For advertisers, November and December are some of the busiest times of the year because it’s so important to make sure you’re aligned with your clients on what the strategy is for this time of year. 

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However, not every business benefits equally from sales activation. Some businesses thrive off it and do really well but others won’t see the lift from the sale. 

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Before jumping on the sales activation bandwagon, you’re going to want to think about whether it’s appropriate for your business to run a sale or whether you should wait for a more opportune moment.

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For example, I recently had a baby-accessory brand ask me if they should run anything for Labor Day. There wasn’t any real overlap that suggested this brand would benefit from a random push on a day that they weren’t associated with. The business owner and I discussed it on a call and ultimately decided that she didn’t know what their messaging could be beyond a sale that could be better timed at another point.

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I’ve also been part of a conference call where a member of the team reeled off obscure holidays to celebrate and ask if they needed to create content for International Talk Like A Pirate Day. 

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A lot of business owners are worried about running too many sales and it damaging the brand's reputation, so pick which sales you really think will benefit you and the businesses you're working on.

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Nearly every brand that is successful on paid social will benefit from a BFCM sale unless it’s against the core beliefs of the brand but outside of the obvious, try to think about whether you need to pull out the calendar and run a special sale for National Spaghetti Day.

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Hope this helps!