Performance Marketing
Performance Budgeting Before Black Friday
Dec 5, 2024 | 7 min read | Marketplace Strategy Desk
A practical budget model for scaling paid campaigns while protecting blended margin during peak sales periods.
Peak-season media planning should be margin-first. Set blended contribution thresholds by product group before budget expansion so scale decisions are tied to profitability, not top-line spikes.
Build three pacing scenarios: conservative, target, and aggressive. Tie each scenario to clear triggers such as conversion rate lift, stock availability, and daily CAC stability.
Reserve a rapid-response budget for breakout cohorts. This gives your team room to scale winning audiences quickly without draining core budget from stable high-return campaigns.