Workweek Newsletter {beacon}

Ari Murray

Oct 25th, 2026

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Bonjour Millionaire,

Writing to you from the sky and wearing red on red on red.

A vintage Cincy sweatshirt (go Bearcats! go Daniel!) and these DONNI pants and then an emergency DOUBLE-LAYER of my maroon Parke fleece on top because it's really cold and really early. I've heard over and over that Parke is lame but I don't agree. I think it's great and welcome your opinions.

Oh, nobody is sitting next to me on the flight though so that's perfect. 6am on a Sunday has that going for it which we will take although I wish I packed gloves and a beanie.

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COOL LEAVES I PICKED UP

This week for me was all about closing October (and Fall) and making sure that we are really, and I mean really, ready for Holiday.

Holiday is November 1st. That means the end of October is all about sessions. It's all about TikTok Shop. It's all about offer proposals and shifts and getting everyone and everything and ALL OF OUR AD SPEND primed for the very big thing we all need to go to together.

That very big thing is to deliver the year. November and December can make you. They also leave zero time for fuck-ups 🆙 and for that reason, I am spending a massive amount of my energy on October strategy that leads into a very big, very aggressive November that takes the brunt of the weight of ROY.

Not because I don't believe in December. But, because I don't want to have to believe in December. Do you understand?

A few things on my mind, specifically:

Holding our line. On 11/1 the competition is going to open Cyber and you'll start to see Cyber deals at 40%, 50% crazy-% off. Resist the urge to panic-fold and increase your offer. The race to the bottom is not the game we are trying to play. We want to be Trudon not Snif. That is in no way an attack on Snif. We just want to stand for the next hundreds of years and that requires orienting ourselves in the market and deciding to stay premium and legacy and to remain calm.

By holding our line, we will of course spend up 🆙 and box out and grow as quickly as we responsibly can. Matching the steepest sale is not the answer. Outspending your competition who will go on sale TOO EARLY and then run out of steam? That's my favorite. Let them!

Can you tell I won't be on sale 11/1?

But please pick WHO to battle. Decide who could actually hurt you and respond only to real threats (e.g. someone winning a category on a channel you’re not optimizing against).

The season will start November 1st with or without you. Fall creatives will retire. Christmas will charge in. Remember, the season can start and the merriment sans a discount. Our holiday shop is live and we're in the spirit!

CRISPIEST FALL CREATIVE

Halfdays ad library is going crazy right now. Specifically, branded videos. They just dropped a new batch and they really come alive late fall and boy are they showing up. 🆙

WORTH ITS WEIGHT IN GOURDS

I really, really appreciate that Boden only charged me once my pre-ordered item shipped. That's a lost art. Your customers will be a lot nicer and not use words like BBB (Better Business Bureau) if you can play it like this.

Speaking from experience where I once worked somewhere that backordered $500 red light masks for 5 months. Was supposed to be 3 weeks but you know how things can go south quickly.

When you can, DO NOT COLLECT $$$$. Boden could. Because they were in hot hot demand and I respect this and can't wait for my Mallard.

WEEK #44/T-MINUS ‘TIL THE FEAST

When it does become Christmastime, I can assure you that creatives and PDPs like this will score very highly in my book. It's an animation in the carousel (click in). Big budget energy.

IN MY WHEELBARROW

Leave it to me to run out of my favorite scent (Ambrette & Pear) before my work trip and need to run to Sephora on a Friday night. I didn't even buy from my digital channels! WAS URGENT.