Episode 90: Winning Q4: Strategies for Holiday Success

On this episode of Mini Moves, we sat down to break down the ultimate Q4 playbook for brands preparing for the holiday rush. From analyzing last year’s performance to forecasting inventory and optimizing promotional calendars, timing is everything when it comes to Black Friday and beyond. We explore why 80% of your paid media budget should shift to retargeting, how SMS is outpacing email in engagement, and why user-generated content consistently beats high-production creative. Plus, we discuss building audiences early, leaning on trusted influencer partners, and operational planning to avoid dreaded stockouts. Whether you’re finalizing your strategy or just getting started, this conversation will help you maximize impact in the most competitive season of the year.

The holiday season may feel far away, but for eCommerce brands, Q4 planning starts yesterday. In a recent episode of Mini Moves, host Ashtyn Morris sat down with senior consumer marketing executive Karen Steinbauer to break down the ultimate holiday playbook. From retargeting strategies to influencer partnerships, Karen shared proven tactics to help brands maximize revenue in the busiest shopping season of the year.

Before diving into discounts or drafting emails, Karen stresses the importance of reflection. “You can’t inform your promotions and sales strategies this year without really looking at what worked and what didn’t last year,” she explains. Was your discount too steep? Did your sale run too long, or not long enough? Reviewing performance ensures you’re not repeating mistakes and gives you a foundation for inventory forecasting and campaign planning.

While acquiring new customers is essential earlier in the year, Q4 is not the time to focus on prospecting. “By late October, you should be reallocating about 80% of your media budget to retargeting campaigns,” Karen advises. The cost of new customer acquisition skyrockets during the holidays, making it far more effective to double down on audiences already familiar with your brand.

That doesn’t mean prospecting should stop altogether. August and September are the sweet spots for running lead generation campaigns to grow your email and SMS lists, setting you up with warmer audiences to retarget when the holiday rush begins.

Email remains one of the biggest revenue drivers for eCommerce, but SMS is catching up fast. Karen encourages brands to treat SMS as a priority, not an afterthought. During Q4, the inbox is more crowded than ever, so small adjustments can make a big difference. Sending an email at 9:10 a.m. instead of right on the hour can help your message rise to the top.

Other winning tactics:

• Short, punchy emails that highlight urgency.

• Countdown timers and time-sensitive subject lines.

• Reducing automation delays for abandoned cart or browse abandonment flows.

• Increasing send frequency—sometimes twice a day is necessary to stay visible.

And don’t forget your website popups. Updating copy and visuals to reflect holiday urgency (“Sign up now to get first access to holiday deals”) can capture more subscribers before the rush.

High-production ads aren’t the secret to holiday success—authenticity is. User-generated content (UGC) consistently outperforms polished creative. “Consumers want to hear from people who look and speak like them,” Karen says. That could be as simple as a team member recording a quick video explaining why they love a product.

Static ads still play a role, particularly in retargeting campaigns where shoppers just need a reminder to check out. The key is to test both and see what resonates with your audience.

Influencers and creators can provide a powerful boost in Q4, but now is not the time to cast a wide net. Instead, Karen recommends re-engaging past partners whose audiences are already familiar with your brand. If you are pursuing new collaborations, focus on niche creators who align directly with your target audience, rather than broad-reach macro influencers.

Repurposing influencer content for ads can also stretch budgets further and keep messaging consistent across channels.

Marketing can only take you so far if operations aren’t dialed in. Karen emphasizes forecasting inventory based on both last year’s performance and year-to-date sales. For bestsellers trending upward, brands should build in extra cushion to avoid dreaded stockouts.

Clear communication is just as critical. “You really can’t stress shipping cutoff dates too much,” Karen warns. Whether it’s on-site, in emails, or via SMS, constant reminders reduce last-minute customer service issues and help set realistic expectations.

Discounts drive Q4 sales, but they can erode profitability if not handled strategically. Instead of blanket discounts, segment your audience. Loyal customers may receive stronger offers, while new subscribers get smaller incentives until they demonstrate purchase intent.

Bundling is another smart alternative. Pairing a bestseller with slower-moving products can increase perceived value and average order value without steep markdowns.

If bandwidth is limited, Karen narrows Q4 priorities to three essentials:

1. Lock in your email and SMS strategy—the highest-returning channels.

2. Strengthen retargeting buckets—ensure all platforms and touchpoints are covered.

3. Plan early and thoroughly—from promos to shipping to content calendars.

“The worst thing that could happen is you didn’t pre-plan enough, and someone launches their Black Friday campaign weeks before you,” Karen cautions.

The holiday season is the ultimate stress test for eCommerce brands. Success comes down to preparation, prioritization, and personalization. By learning from the past, focusing on owned channels, and leaning into authenticity, brands can cut through the noise—and avoid ghosting their customers when it matters most.