How 4 DTC Brands are Approaching Black Friday and Cyber Monday (Part 1)

Welcome to another edition of Latino Owned, a newsletter for first gen and Latino entrepreneurs and creators. 🔥 

With some new readers, I’d like to introduce myself. My name is Jonathan Roque, and I work on the tech side of ecommerce brands with Shopify apps to make DTC brands run smooth.

In the ecommerce world there has been a lot of talk about Black Friday Cyber Monday (super early…I know) but despite the crazy economy, all reports indicate that consumers are going to continue to spend, 💵 with 77% of shoppers planning to spend the same or more this year!

Shoppers are going to spend intentionally this year.

So this is a perfect opportunity to prime your customers to think of you now, and get them used to seeing your brand.

I spoke with four DTC ecommerce brands on what they’re planning to do for the craziest shopping season of the year. ⤵️

This is Part 1 with Golde, and beauty brand Three Ships Beauty.

golde

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Focusing on Your Most Loyal Customers

Golde is a family business started by Trinity Mouzon Wofford and her husband Issey Kobori. From matcha to cocoa turmeric, Golde has all the superfoods you need to stay healthy.

The idea for Golde came about by putting a priority on natural products. “How that vision came together was the thought about how can we take this world of wellness, and bring a voice to it that feels approachable, friendly, and ultimately encourages us to do the most important thing a wellness product does which is to just create this moment of pause in our routine,” Trinity explains.

For Q4, Golde is putting a focus on its most loyal customers. Appealing to those that already have a connection to its products.

“Last year we discounted more heavily than we had in the past,” Trinity says. “I think this year we're going to take it back a bit. Our priority for Q4 is going after the customers who already love the products and are looking to stock up on a great deal, gift it to all of their friends, or get ready for the new year.

This is not our moment of acquiring a whole bunch of new customers, it's really about closing out the funnel on everyone who heard about us and saw us over the last year.”

Three Ships Beauty is Starting Early

Three Ships Beauty was founded by Connie Lo and Laura Burget in 2017, with just $4,000. The skincare brand is focused on natural, effective skincare that has built a solid brand community.

“If I had to pick three words it's going to be effective, natural, and transparent when it comes to Three Ships Beauty,” explains Hemani Kamdar, the Director of Marketing at Three Ships Beauty.

Hemani compares acquisition, and BFCM to going on a date with someone. “For us, the focus is on customers who are considering us or who have purchased from us. I like to compare it to whether customers have already been on the first and second dates with us. I think that's why it's so important to start thinking of your BFCM strategy early in the year,” Hemani explains.

“Make sure that you are getting your brand in front of people early so that you can then convert when it comes to the Q4 timeframe.”

Stay tuned for Part 2 with two more ecommerce brands next week.

Missed other editions? Check out past features:

• From Japan to SoCal: How a Matcha Cart is Brewing More Than Just Lattes

• These Brothers are Building the First Latin-Inspired Endurance Gel

• From Resilience to Retail Shelves: How Cactus Foods is Redefining the Tortilla Chip

Let me know what you’re working on and if you want to meet up. I am always down for a chat. Follow Latino Owned on LinkedIn and Instagram.