How We Generated Nearly $600,000 by Telling Shoppers Not to Buy
Right before Black Friday, we did something that felt completely backwards.
While spending thousands of dollars per day on ads, we put a sitewide pop-up across an eCommerce client’s store
telling visitors not to buy yet.
This wasn’t a gimmick — it was intentional.
Why This Worked
Nearly 40% of this brand’s annual revenue happens in November and December, so getting Q4 right
wasn’t optional. Instead of forcing urgency and discounts like most brands, we focused on humanizing the buying
experience, capturing intent early, and building trust before the sale ever launched.
Results
- November became their biggest month ever: $233,642 (up 50% YoY)
- December eclipsed that record by nearly another $200,000
- Email alone generated $54,499.54 in revenue without increasing ad spend
What You’ll Learn in the Video
In the video above, we break down:
- Why most brands burn demand before Black Friday
- How telling shoppers to wait actually increased revenue
- The role email played in turning one sale into two record months
- How planning early created momentum that carried through December
If Q4 Feels Chaotic, It’s Usually a Planning Problem
If you’re running an eCommerce brand and Q4 feels chaotic, unpredictable, or overly dependent on discounts, this
breakdown will show you a different way to think about demand, email, and peak-season planning.
Want a Complimentary eCommerce Strategy Session?
If you want a second set of eyes on your store, we offer a complimentary eCommerce strategy session
to identify where money may be getting left on the table — especially around email, promotions, and peak-season
execution.