Black Friday used to be a single moment. Today, it’s an entire season and the brands winning are adapting earlier than ever.

In episode #27 of The Retention Edge, we sit down with Andy Isom, CEO of Weavos, to break down how eCommerce sales cycles have shifted post-COVID and why one brand saw a 10X spike in sales during an October Amazon Prime event, only to see far weaker results during Black Friday.

Drawing from 10+ years in eCommerce across Amazon, Walmart, and TikTok Shop, Andy explains how extended promotions, early holiday spending, and rising competition are reshaping digital growth strategies. He shares real client data, platform-level observations, and firsthand experience navigating today’s more cautious and price-conscious consumer.

We dive deep into:

- Why Black Friday and Cyber Monday no longer behave like single-day events

- How Amazon’s fall Prime events pull demand forward

- What longer promotional windows mean for pricing and margins

-Why TikTok Shop and influencer content now play a bigger role in brand awareness

- How off-platform demand can lift branded search and organic performance

If you’re a digital marketer, growth strategist, or brand leader selling on marketplaces, this episode will challenge how you think about peak season planning, promotion timing, and multi-channel growth. Because in modern eCommerce, when you sell matters just as much as where you sell.

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Connect with Andy: https://www.linkedin.com/in/andyisom/