In episode 003 of The Growth Room, Onda's monthly live conversation, Chris Stroud and Craig Wakefield got into the numbers behind Black Friday and Cyber Monday. No generic holiday checklist: just the questions every brand should be able to answer before peak season starts.
1. Is your BFCM budget actually set?
And how did you get there? Look at the math behind what you're planning to spend, not just the number itself.
2. How are you going to beat last year?
Wanting growth isn't the same as planning for it. What actually needs to change for this peak season to outperform the last one?
3. Is ROAS telling you the whole story?
A strong ROAS can still hide problems underneath. Look for the numbers that tell you whether growth is actually working.
4. What does the election change?
Attention and media competition can shift quickly. Consider how that should change your budget, timing, and peak-season strategy.
5. What's your real last day to ship?
Your shipping cutoff defines your true selling window, and it should change how you plan spend, promotions, and acquisition.
6. When should you push harder?
And when should you pull back? The numbers should tell you when there's room to scale and when the strategy needs to change.
ROAS matters. But it can still give you the wrong picture.
