Unpopular Black Friday: How to Get 10+ ROAS Scaling DTC
Everyone tells you to slash prices and blast your #1 SKU on Black Friday. That’s how you buy revenue and lose profit.
In this session, we’ll walk through three unpopular, battle-tested plays that flip Q4 from “busy & broke” to quietly hyper-profitable—even at scale.
What you’ll learn
The Conversion-Rate Paradox: Why a lower CR can net more profit when AOV climbs—how to structure bundles, thresholds, and price ladders so you raise AOV without tanking MER.
Don’t Overfuel Your Hero SKU: How to divert spend from the top seller on BFCM and push high-repurchase SKUs to 3× lifetime profit (creative angles, offer math, and pacing by hour).
Jumping Price Bands: Going from $50 to $5,000 AOV on Shopify with 60+ blended ROAS—positioning, funnel architecture, and “proof ramps” to make premium DTC convert (especially for brands moving from Amazon to DTC).
Who this is for
Founders, CMOs, and growth leaders doing $100k–$5M/mo who care about cash profit, not vanity ROAS.