Threading The Needle

As Q4 kicks off, one of the biggest levers brands can pull is their offer strategy. In this episode, Richard Gaffin (Director of Digital Product Strategy) and Taylor Holiday (CEO) break down how to design offers that maximize both new customer acquisition and retention during Black Friday/Cyber Monday.They walk through insights from CTC’s Black Friday/Cyber Monday Offer Database—a collection of 679+ offers from top eComm brands—and explain how to tailor messaging across channels like paid social, email, and SMS.You’ll learn:Why BFCM is the biggest new customer acquisition moment of the yearHow to balance broad sitewide discounts with segmented offers for VIPs or inventory clearanceThe trade-offs between discount depth, inventory availability, and timing across the holiday seasonCommon pitfalls brands face (like over/under-spending and missing the true margin math)Why transparency about your actual market position matters when setting offer expectationsIf you want to build an offer strategy that actually maps