Don't Waste Holiday Traffic: A Brand Store Strategy That Drove +250% TROAS
Your Brand Store isn't just a showcase—it's your conversion engine during the year's most critical shopping events.
Black Friday. Cyber Monday. The entire holiday season through New Year New You. For brands, these tentpole moments represent more than peak traffic days—they're make-or-break opportunities that can define your entire year's performance. Amazon's 2024 Black Friday Week and Cyber Monday shopping event was its biggest ever, with record sales across the 12-day period from November 21 through December 2. Global Black Friday online sales reached $74.4 billion in 2024, marking a 5% increase year-over-year.
The stakes are clear. The traffic is coming. The question is: will your Brand Store be ready to convert it?
The Conversion Bottleneck Costing You Holiday Sales
An unoptimized Brand Store is a conversion bottleneck. During the biggest shopping season of the year, you're driving massive traffic to a dead end—wasting the exact moment when every visitor counts most.
Brands typically see a 35% lift in sales during retail tentpole events, but only when the entire experience converts that surge. When your advertising drives qualified shoppers to a Brand Store that isn't ready, you're paying for traffic you can't capture. During Black Friday and Cyber Monday, when competition is fierce and budgets are stretched, no brand can afford that waste.
GO Case Study: 250% ROAS Surge Through Strategic Brand Store Integration
A GO client faced the challenge every brand confronts during tentpole events: maximizing performance while maintaining efficiency. The opportunity was clear—tentpole traffic was coming—but the path to capitalizing on it required strategic integration across advertising and creative.
GO's Brand Store integration strategy capitalized on tentpole momentum through:
Featured Deals Widget Optimization – Integrated promotional content directly into the DSP brand store landing page during peak event activity, ensuring arriving traffic immediately encountered the most compelling offers.
Strategic Spend Amplification – Increased DSP brand store campaign investment during tentpole to drive qualified traffic to the optimized experience, creating a synchronized push between advertising spend and conversion opportunity.
The Results:
Total ROAS surged by 250% during tentpole with flat traffic costs, increasing new-to-brand share by 6.5 percentage points
Total ROAS sustained 140% above baseline post-event, demonstrating lasting momentum beyond the tentpole window
Promoted product share reached 75% during the event (vs. 60% baseline), directly contributing to conversion lift and ROAS gains
This wasn't luck. This was strategic preparation meeting peak opportunity.
Your Brand Store Strategy for Holiday Tentpole Events
With Black Friday, Cyber Monday, and the extended holiday shopping season approaching, here's how to position your Brand Store for maximum impact:
1. Integrate Promotional Momentum Into Your Store Experience
Don't treat your Brand Store as separate from your promotional strategy. Your Featured Deals Widget should dynamically showcase your strongest tentpole offers, creating immediate visual hierarchy that guides arriving traffic toward conversion opportunities.
Analysis of Black Friday/Cyber Monday performance shows maintaining strong promotional visibility throughout the event period is critical, with price slashes over 20% marked with red badging outperforming coupons. Your Brand Store should amplify this promotional visibility, not hide it.
2. Synchronize DSP Investment With Store Optimization
Without the right conversion infrastructure, you're wasting budget on impressions that go nowhere. During major tentpole events, traffic surges are guaranteed—but that traffic only translates to results when you're driving it to an optimized destination.
Strategic DSP spend amplification only works when you're driving qualified traffic to an optimized destination. Increase your brand store campaign investment during tentpole windows—but only after ensuring your Store is ready to convert that traffic.
3. Prepare for Extended Event Windows
The traditional single-day shopping spike has evolved into extended promotional periods, with data showing 80-200% growth in lead-up days before Black Friday/Cyber Monday.
Your Brand Store optimization can't be a single-day effort. Plan for multi-day promotional phasing, sequential messaging across the event window, and sustained post-event momentum.
4. Leverage the Post-Event Lead-Out Strategy
The shopping doesn't stop when the event ends. The Lead-Out period—typically 1-2 weeks following a tentpole event—offers critical opportunities for retargeting shoppers who visited your product pages but didn't purchase, and for upselling or cross-selling to customers who did buy during the event.
Your Brand Store should be optimized not just for event-day traffic, but for the sustained interest that follows. The GO client case study demonstrated this principle: ROAS sustained 140% above baseline post-event, proving that strategic Brand Store optimization creates lasting momentum beyond the tentpole window itself.
Bottom Line: Don’t Waste This Holiday Traffic
As you prepare for the biggest shopping events of the year, the question isn't whether traffic will come. The question is whether your Brand Store will be ready to convert it.
Strategic Brand Store optimization isn't about cosmetic updates. It's about creating synchronized integration between promotional strategy, advertising investment, and conversion infrastructure. It's about preparing for extended event windows and sustained post-event momentum. Most importantly, it's about ensuring every advertising dollar drives traffic to an experience optimized to capture it.
The tentpole traffic is coming. Is your Brand Store ready?