“Honestly, I think my best customers don’t even look at the discounts. They get the email, see the new pants, and just say, ‘I want them.’”

Black Friday: the annual marketing frenzy brands prep for all year. Kurt Elster sits down with Colby Kane of Aviator USA, who has a refreshingly different approach. No cringe sales gimmicks, just a smart, no-nonsense plan. Colby shares his early-access tactics, simple email flows, and why staying low-key can outperform loud, constant discounting. They dig into why subtle beats loud, how to run discounts without gutting brand value, and how a straightforward plan is the real power move. If you’re ready for a fresh, real-world approach to Black Friday, this episode’s your blueprint.

Links

Kurt’s Black Friday Email Planning Google Sheet: A ready-to-use holiday email calendar template
Colby Kane (Guest): Aviator USA
Kurt Elster (Host): Ethercycle

Apps, Tools, and Services Mentioned:

GovX: Military and first responder discount verification
Klaviyo: Email marketing automation
Happy Returns: Return management platform
Redo (Return management with optional fee for package insurance)

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The Black Friday Email Guide for Real-World Brands

The Unofficial Shopify Podcast