dear Santa, presenting to you my 2026 naughty and nice list ππ AD
By Sophie Miller Β· July 22, 2026 Β· Curated by George's Blog
dear Santa, presenting to you my 2026 naughty and nice list ππ AD
and before you head to the comments with hey Sophie, it's too early for this - it's not. according to the latest Modash report, brands start planning their Black Friday promotions in late July and have the whole thing locked in by mid-August.
so while everyone else is complaining about the heatwave and melting into their iced coffees, the *smartest* marketers are already deep in Q4.
so in the spirit of Christmas in July, here's my naughty and nice list for this Black Friday season.
π§π top of the nice list: planning your offer before you plan your content!
β³ so many brands design the campaign and then panic about what the actual deal is. the discount, the bundle, the early access, whatever it is, decide it first then build your campaign.
π§π and top of the naughty list: discounting for the sake of it.
β³ when you cut prices just because it's Black Friday, you're not really competing with other brands, you're competing with your own future self, because you've taught everyone that if they wait long enough you'll drop the price again. so if you're going to discount, tie it to something, a reason, a moment, a reward for the people who've been with you, so it feels like an event and not a habit.
I'm passing the sharpie on to a few of my favourite mo-elves to see what's on their lists: Hannah Campbell, Chloe Perkins, Gabriel Gomez and ChloΓ© Boss
let me know below what's going on your naughty & nice list this year, and happy Christmas in July !!