Black Friday isn’t a sale, it’s an attention war.And the brands winning it aren’t obsessing over bigger discounts.Nik breaks down how the smartest operators approached Q4 this year - and why the brands that crushed weren’t the loudest, just the most disciplined. The playbook has shifted from “more ads, more assets” to fewer, sharper, strategically chaotic ideas that you can’t ignore.

You’ll learn:

> How the best BFCM offers are created and why simplicity beats cleverness> Why offer testing during Prime Day often predicts Black Friday performance> The truth about BFCM shoppers and why most never return without intentional retention flows

If you’re planning, building creative systems, or trying to scale without burning margins, this episode breaks down what the smartest operators are doing right now…and why it’s working.

What’s Instant? They’re the secret weapon to triple your email revenue with AI-powered flows. Instead of blasting the same cart reminders to everyone, Instant ensure every shopper gets a unique email experience:

Copy, products, and offers that adapt to your shopper’s behavior in real time.
Emails sent at the exact moment that shopper is most likely to buy.
11+ abandonment flows live in minutes.

Book a demo by Dec. 31 to get 50% off your first 60 days. Make this BFCM your biggest one yet: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠instant.one/limited⁠

Want more DTC advice? Check out the Limited Supply YouTube page for more insider tips.

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And if you’re looking for an instant stream of on-demand DTC gold, check out the Limited Supply Slack Channel for Nik’s most unfiltered, uncensored thoughts.

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Épisode #109 - Conversation Avec Éric Girard