The Ecommerce Playbook Podcast

Hosted ByTaylor Holiday & Richard Gaffin

2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world.

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The Ecommerce Playbook | When to Run Your Black Friday Sale with Ezra Firestone

November 10, 2026 The Ecommerce Playbook Podcast 00:32:42
The Ecommerce Playbook Podcast
The Ecommerce Playbook Podcast
The Ecommerce Playbook | When to Run Your Black Friday Sale with Ezra Firestone
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When should you run your Black Friday sale? Ezra Firestone explains why his brands perform differently depending on whether customers are buying for themselves or shopping for gifts, and how those patterns shape his BFCM strategy.Ezra joins Taylor Holiday live at Commerce Roundtable in San Diego to walk through the holiday sales calendar he uses across his brands, from early November list building through the final week of December.Inside Ezra’s promotional calendar:- November 1–12: Build anticipation and collect signups for early Black Friday.- Around November 13: Launch the early sale, support it with advertising, email, and SMS, then pull back promotion before the next peak.- Black Friday through Cyber Monday: Return with another promotional window, adjusting advertising investment based on the brand’s performance.- December shipping cutoff: Concentrate on gifting demand as the deadline for Christmas delivery approaches.- December 26–31: Run a countdown-to-New-Year sale.Across Ezra’s brands, products customers buy for themselves tend to perform better early, while gifting brands find stronger opportunities during Cyber Five and approaching Christmas shipping deadlines. He explains how those differences influence where he puts his advertising budget.They also discuss strengthening holiday offers with bundles, gifts with purchase, and high-margin cart add-ons; why Ezra interviews every employee when stepping into a business; and the operating changes he’s making as product and marketing costs rise.

This episode is brought to you by:

– Trybe: https://bit.ly/4xXvD08

– Alia: https://bit.ly/4yuP8ON

– Bill: https://bit.ly/4e9JQQm

Show Notes: