Welcome to the Merchant Mastery blog.

For Canadian and Commonwealth shoppers, there's a massive shopping day still to come.

Boxing Day is estimated to be the 5th largest shopping day in 2021.

For country's that don’t recognize Boxing Day, post-Christmas is still an opportunity for one last sale. If your Black Friday sale underperformed, what’s stopping you from taking what you learned and giving it one last hurrah?

Some ways you can frame your end-of-year sale include: 

  • Treat Yourself—Now that Christmas shipping deadlines have passed, encourage shoppers to buy for themselves.
  • Thank You Sale—Thank your customers for supporting you throughout the year by offering them one last sale.
  • One Last Gift From Us—Include some sort of extra perk, like a gift with purchase. 

We're all still suffering from a little Black Friday hangover, but the season's not over just yet. With old Saint Nick making his list and checking it twice, we know of one item that will definitely be in Santa's sleigh... 

You guessed it: Gift cards!

Love 'em or hate 'em, gift cards are one of the best ways to continue bringing in sales even after your shipping deadline passes. 

Fortunately, gift cards solve many problems: 

If you're experiencing "Last Minute Christmas Gift Stress Syndrome", you're not alone. 

Maybe you're trying to find a gift for that special someone, or you pulled your uncle's friend's son for Secret Santa (the last time you saw him was 20 years ago, when you were 11... ), finding the perfect gift can feel overwhelming.

That's what holiday gift guides are for.

You still have 25 days to go until Christmas. That's 25 days of reaching customers who are in a shopping mindset. 

December 18th is predicted to be the second busiest shopping day of the year, with December 23rd and December 11th following close behind.

To help capture customers who are still in that holiday shopping state of mind, some brands are extending their BFCM sales for the entire week after Cyber Monday.

An enticing offer?

Creative ad copy and images?

User friendly website?

Beautifully designed email campaigns?

Truth is, it’s not any one single thing above.

The most important factor in having a successful holiday season is...



And while we're on the topic, how do you calculate the value of any of your mailing lists?

Understanding the actual monetary value of your lists can help justify your ad spend. While this isn't a metric that Klaviyo reports for you, we have a super quick hack to help you calculate your list value. 

Trust us, this one's a game changer.

Klaviyo recently announced 6 exciting product updates that will be a game-changer going into Black Friday / Cyber Monday. These updates include:

  • New Template Editor
  • New Forms Library
  • Quiet Hours
  • Help Desk Integration 
  • Scheduled Reports
  • Showcase

Let’s dive deeper into each of the new features.

Think about this:

  • Google owns YouTube, Google Chrome, Gmail, Nest, and many other companies.
  • Google is the most visited website, with YouTube second.
  • YouTube is the second most used social platform.

Why is all this relevant? Data, data, data.

Google has access to A LOT of it, which means YouTube advertising has really powerful targeting capabilities.

“I’ve been doing this for 43 years and never seen it this bad... Everything that can go wrong is going wrong at the same time,” said Isaac Larian, Founder and CEO of MGA Entertainment, when asked about Covid-19’s supply chain disruptions. 

The effects of Covid-19 on the supply chain have been snowballing since factories slowed output or closed down entirely in 2020. Events like the Suez Canal blockage, labour shortages, and raising transportation costs have retailers raising alarm bells for the holiday season. 

It has officially been two weeks since Apple released their iOS 15 update. In a turn of events shocking to absolutely no one, this update, along with the data tracking pop-up alerts released back in April, has disrupted the advertising and email game.

** Sighhh **