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Bonjour Millionaire,

A couple of years ago I went to Stowe, Vermont. I'm sending this as a warning in case you're tempted to do the same this week. Wait a little. 🎃

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GO-TO-MARKET TIP OF THE WEEK:

If you are launching a Holiday Shop or gifting section of your website this Q4... I cannot tell you how important it is to make it FESTIVE.

For example, make it animate and snow in your shop. Feature snowmen. A winter wonderland. When you make it feel like it's WINTER... then you can launch early (e.g., before December).

This matters, and I've tested it. LET IT SNOW. I'm telling you this in September so you have time to execute. ❄️ ❄️ ❄️ ❄️ ❄️ ❄️ ❄️ ❄️

MEME OF THE WEEK:

TOOL OF THE WEEK:

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ADDED TO MY WISH LIST THIS WEEK:

🎃: A sweater from this brand. 1 day.

🎃: My favorite.

🎃: On the subject, some of these.

🎃: For calculating how much better things could be*

🎃: For fall.

🎃: I want this for next to my bed.

🎃: It's a little severe and I think that's why I like it.

*a tool from our supply-chain-expert partners.

BRAND OF THE WEEK:

Fine & Dandy Co.: An incredibly thoughtful IG layout. Notice the highlight covers - you can see the thing that's being described. It's not abstract - we're selling something online no need to be coy.

To me, this is a perfect example of a brand that oozes taste but isn't too cool to do things right. Much appreciated. I like the scarves highlight best.

WEBSITE OF THE WEEK:

Sézane: A formal recommendation on sizing on the PDP right next to the CTA. Makes all the difference. I don't need to even click into the size chart but it's there in case. I'd be sizing up in this case to the next size. Per their non-wavering recommendation.