In 2019, 77% of Black Friday sales took place online (PWC) but only 51% of the presale research. With another lockdown starting, retailers only have their online storefront this year and the only ‘free’ channel they have to communicate is via their CRM but how do you cut through the noise, win new customers and make sure your advertising costs don’t skyrocket, as 100s of other brands compete for the same eyes.