“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)

Sponsors

• Zipify
• Cleverific
• Omnisend

Help the show

• Ask a question in The Unofficial Shopify Podcast Facebook Group
• Leave a review
• Subscribe wherever you get your podcasts

What's Kurt up to?

• See our recent work at Ethercycle
• Subscribe to our YouTube Channel
• Apply to work with Kurt to grow your store.

Never miss an episode

• Subscribe wherever you get your podcasts
• Join Kurt's newsletter