Resources · Worksheet
The discount calendar
Count the discounts a regular could have seen coming, check how much of your revenue they put at risk, and plan the early list-only window.
The question
“How do you give your best customers a real Black Friday without teaching them to wait for sales?”
The assignment
List every discount you ran in the last 12 months, mark the ones a regular could have seen coming, and keep three at most. Then give your list its biggest code in a short window a few weeks before Black Friday.
At the hand-dyed yarn brand in the article, regulars brought in 79% of revenue in the six months to July, so any sale a regular can predict changes when they buy. The rule became three predictable sales a year at most, the biggest code of the year goes to the email list alone for about four days a few weeks before Black Friday, and the main weekend runs on chosen items with no sitewide code. The same calendar for your brand.
Numbers in the readout that are not yours come from the article. Fields marked optional sharpen the answer but are not needed for it.
Sitewide or broad codes and sales.
- %
- %
What your numbers say
Still needed: Discounts you ran in the last 12 months; Of those, ones a regular could have seen coming; Share of revenue from repeat buyers in the last six months; Your deepest broad discount last year; Where does your biggest code of the year go?; Is the code switched off for every public channel?; Has whoever packs your orders said how big a weekend they can absorb?.
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