Ecommerce Playbook: Numbers, Struggles & Growth Understanding the Seasonality of Media Buying by Month & Day
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Sep 9, 2025 Luke Austin, VP of Growth at Common Thread Collective, dives into the nuances of media buying seasonality and revenue optimization. He reveals why blindly spending in Q4 could be a mistake and shares insights on how weekly variations can swing revenue by over 30%. Discover the significance of tailoring budgets for different days, the limitations of trying to 'fix' poor performance days, and why Fridays can be a goldmine or a pitfall depending on your brand. Luke also introduces the Spend <> aMER model for smarter ad spend allocation.
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Brands Have Distinct Seasonality
- Every brand has a unique weekly and monthly seasonality that meaningfully changes spending power.
- Quantifying that uniqueness reveals much wider ranges of outcomes than simple year-over-year comparisons.
Model Spend Versus Incremental Revenue
- Build models that show spend versus incremental new-customer revenue to quantify CAC trade-offs.
- Use those trade-offs to choose between maximizing margin, lifetime margin, or revenue at breakeven.
Golf Brand Weekend Boom
- A golf apparel client could spend 2–2.5x more on weekends than midweek and still hit efficiency targets.
- Weekend behavior like playing golf and golf on TV made polos top-of-mind and drove that uplift.