Q4: Why is Black Friday the Biggest Opportunity of the Year?

You’re probably in the end-of-year rush. As you know, Q4 is when everything is at stake. But not just for a few companies, no. ALL of them. It’s literally the time when the anticipation of the holidays, the Black Friday craze, and the hunt for Christmas gifts turn the advertising machine on full blast. This is when advertising budgets explode and brands are desperate to grab the attention of every consumer before the end of a year that seems ever more intense.

And let’s be honest: if you’re not targeting this Q4 as a golden opportunity, you’re just missing out on what could literally save your margins. Some companies make up to 50% of their revenue during these three months. Seriously, imagine missing that? It’s like a marathon, but in the end, the medal only goes to those who knew how to sprint at the right time.

Every year, it's the same dance: we prepare the campaigns well before the madness starts, knowing that the slightest mistake could ruin everything. A poorly timed promo, a poorly managed budget, and bam, everything can collapse. The worst thing is to realize that we didn't spend enough. That leaves a bitter taste in your mouth, much more than spending too much. Seriously, at this point, it's a lesson we've learned the hard way: better to have too much than not enough.

Consumer behavior is a science, and in Q4, it’s almost a religion. If you don’t understand what motivates your customers during this time, you risk ruining everything. Between those who buy for themselves on Black Friday and those who are starting to think about Christmas gifts for their loved ones, you have to play on multiple levels. Don’t just target those who buy gifts for themselves. This quarter, your ads should also speak to those who buy for others. A gift is personal. It’s not just “buying,” it’s giving. And that changes everything.

It's not just about promotion, it's about promise.
At this point, your role as a brand is not just to show that your product is great. You have to convince that your product will make the eyes of the person who will receive it shine. Basically, every ad must exude this assurance that your product is THE perfect gift. And if you want to go further, slip directly into the gift lists with ads adapted to each category of recipient: children, spouses, parents, friends. Put everything on the table and bombard your creatives with all the might.

A quick note in passing: Halloween. Not always super popular in our country, but 20% of French people celebrate it. If you're into decoration, food or costumes, now's the time to play. But honestly, if you miss Halloween, it's not the end of the world. You can still make up for it with Black Friday and Christmas.

One of the biggest mistakes I see is waiting until Black Friday to start bombarding customers. FATAL MISTAKE. Many people plan their purchases well in advance. In fact, the battle for purchase intent starts as early as October, and that’s when you need to start getting noticed. CPMs are lower, and your consideration ads or video views can really put you in the forefront when Black Friday rolls around. You don’t just want direct conversions here, you want to be top of mind when the big day rolls around.

In this Q4, it is crucial to understand the “shopping window”. A customer who does not click on your product now could very well come back later. But to do this, you have to make sure that they remember you. Use your existing audiences intelligently. Target those who already know you, but don’t stop there. Play with retargeting tools to come back to their minds when they are ready to buy.

CRM and email marketing are your best friends for this period. Before Black Friday even starts, collect emails. Prepare VIP promos to send them, and most importantly, build that base of potential buyers. On Black Friday, email campaigns can literally save your bottom line when advertising costs explode. This is where you optimize, build loyalty, and prepare your big shots.

On Black Friday, customers don’t just want deals. They want to feel like they’re getting the best deal of the year. Attractive offers are great, but you don’t want to sell off just anything. Offer a deal that’s appealing, and then let them discover your real flagship products. Customers are willing to spend a lot during this time of year, so even your non-sale items can be a hit.

And after Christmas? We continue on the Q5!

When Christmas is over, don’t assume that it’s all over. This is when many advertisers let their guard down, but this is when you can strike. Q5 (late December, early January) is a goldmine for those who know how to seize the opportunity. Advertising costs are falling, but there are still consumers ready to buy. So be ready, this is when you can round out your year-end and start the next one on a high.