It's August. Q4 Starts Now.

Q4 isn’t “just another quarter.” For many brands, it’s the make-or-break stretch that concentrates demand, compresses timelines, and amplifies both opportunity and risk. In 2024, U.S. holiday retail sales (Nov–Dec) hit record highs—nearly $1T in core retail and $241.4B online, with mobile driving the majority of e-commerce transactions. If you’re not mapping Q4 now, you’re already behind. NRF Adobe Newsroom

Why planning now matters:

 • Demand is real—and early. Google/Ipsos finds most holiday shoppers research well before purchase; retailers who show up early win consideration while cost is still rational. Google Business

 • Ad costs spike in Q4. Competitive pressure lifts costs across major platforms vs. the rest of the year. Locking strategy, creative, and budgets now preserves margin. Gupta Media Right Side Up

 • Category weight is outsized. Nov–Dec routinely deliver a big slice of annual sales for many retailers, so a sloppy Q4 drags the full year. Statista

 • Consumer behavior shifts. Shoppers leaned hard into mobile and flexible payments (BNPL) last season—patterns you must reflect in funnel design and promo cadence.  Reuters Wall Street Journal

A strong Q4 plan, built now, should include:

1.      Demand map & forecast by week (Oct–Dec), tied to inventory, ship windows, and promo tiers.

2.      Creative sprints for evergreen, promo, and last-minute “ship cut-off” variants—pre-approved to deploy fast.

3.      Channel mix with guardrails: baseline + surge budgets for search, social, and retail media; rules for when to chase vs. hold on rising CPMs. Gupta Media

4.      Mobile-first UX (speed, PDP clarity, checkout) and BNPL messaging integrated into paid/owned. Reuters Wall Street Journal

5.      Measurement plan (daily) with leading indicators—click-share, view-through lift, cart-build rate—so you adjust in days, not weeks.

6.      Post-holiday “Q5” plan to convert gift-card holders and returns traffic into January revenue.

Bottom line: Q4 rewards the brands that prepare early and execute decisively. Calendar time is your ONLY non-renewable resource—use August to remove friction, book your media, and pressure-test offers so November is about scale, not scramble. Adobe Newsroom NFR

Final Thought: If you want to hit the ground running in January, the work starts now.

I’m offering a focused half-day strategy session designed to map the most critical Q4 activities that set the stage for a strong, profitable Q1. You’ll walk away with a clear, prioritized action plan—ready to execute before the competition catches up.

Let’s get your session on the calendar now so Q4 works for you and Q1 becomes your growth launchpad.