Ecommerce Playbook: Numbers, Struggles & Growth How to Plan Hour-by-Hour Spend for Black Friday & Cyber Monday
Oct 28, 2025
Discover the secrets to optimizing your ad spend for Black Friday and Cyber Monday! The hosts break down the unique revenue patterns across these lucrative days, revealing how to avoid early morning panic and set effective hourly targets. Learn the best times to spend, why revenue fluctuates, and how to course-correct in real time. Plus, insights on connecting your actions to revenue and tips for preparing Meta campaigns ensure you're ready to capitalize on peak moments. Don't leave your success to chance this holiday season!
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Holiday Shopping Is Behaviorally Fixed
- Customers inherently shop on Black Friday and Cyber Monday, so starting sales earlier doesn't change cultural behavior.
- Thanksgiving shows a small morning peak but is tiny compared to Black Friday and Cyber Monday.
The Horseshoe Revenue Pattern
- Black Friday/Cyber Monday form a horseshoe revenue pattern with the biggest peak between 7–11am MST.
- Missing the morning peak makes it very hard to recover revenue later in the day.
Annotate Hourly Revenue With Email Sends
- Export your brand's hourly revenue and annotate every hour you sent email to explain past spikes.
- Use that annotated shape as the baseline when building hourly targets this year.