The Q4 Myth That’s Costing You Sales

If you’re a consumer brand, you already know that Q4 can be your most profitable quarter of the year.

But most brands? They don’t start planning for it until late August or even September. By then, ad costs are climbing, timelines are shrinking, and the pressure is on.

That’s how reactive marketing happens—and it’s why campaigns underperform.

The truth? Your most successful Q4s are built in Q2.

Let’s talk about what to focus on now so your team isn’t scrambling later. Why Q2 Is the Best Time to Plan Q4

Right now, your team likely has more mental and creative bandwidth. You're not knee-deep in last-minute production changes or BFCM campaign chaos.

That makes Q2 the perfect window to zoom out and build with intention.

Here's why it's worth starting early:

• You have time to test and learn from summer campaigns.

• You avoid rushed decisions (and unnecessary spend) later.

• You actually lead the strategy, instead of reacting to it.
  

And in a world where media costs are rising and customer attention is limited, that kind of head start is your competitive edge.

Three Pillars of a High-Performing Q4 Strategy

Before you start filling in campaign dates or email calendars, zoom out. Every strong Q4 plan is built on three key pillars:

1. Messaging

What do you want your customers to feel and do during BFCM and beyond? Your message should go deeper than discounts. Think:

• Emotional anchors (joy, rest, gifting, solving a problem/need)

• Brand POV (why your product matters this season)

• Offer strategy (what's a compelling offer without being chaotic?)
  

2. Channel Focus

Don’t spread your team thin. Identify the channels that truly move the needle for you—then plan campaigns that play to those strengths.

For many DTC brands, that’s a blend of:

• Paid social: Focus on warm audience campaigns to maximize ROAS.

• Email & SMS: Your highest-margin, most owned touchpoints.

• Influencer partnerships: Seed early to drive trust and conversions later.

• Podcasts: A high-intent channel for brand storytelling and seasonal relevance.
  

3. Timeline

When does the journey really start? And how many times do they need to see your brand to even consider you?

Hint: It’s earlier and more than you think.

Successful brands don’t just show up on Black Friday. They warm up their audience for weeks with teasers, content, and early access. Want help mapping it all out so you can stop spinning your wheels on what you should be doing to plan in Q2?

I’m working on a free resource to help you plan your seasonal campaigns with less chaos and more clarity.

It’s called the Soulshine Seasonal Planner Checklist—and it’s made for marketers and founders who want to get ahead without overcomplicating things.

✨ Want early access? Add your name here and I’ll send it straight to your inbox when it’s ready.

Sounds great—but you don’t want to do this alone?

Book a strategy call and let’s see if we’re a fit to work together. I’ll help you turn that big Q4 vision into a focused, actionable plan.

📅 Link to book a call