Introduction

The four peaks theory is the idea that most businesses have two natural peaks in their marketing calendar. Black Friday and Cyber Monday are a good example of these peaks, but they should be expanded to include other key moments as well. Richard Gaff: Why do so many businesses make the mistake of sticking with a two-peak calendar? And how can they move past that? Taylor Holiday Taylor: I think it's sort of the lost art in the D2C e-com, Facebook ad engine growth cycle,. It tends to be an inflection point where brands mature into this thinking.