How La’Oda turned Black Friday into its biggest growth narrative yet

For La’Oda, Black Friday began as a winning test in 2023, bringing in complete €16,000 in November revenue. A twelvemonth later, that figure had nearly doubled, and by 2025, it reached complete €46,000.

That’s a 179% addition throughout three Black Friday campaigns, which is impressive, but the additional engaging narrative is what happened between them. The originator didn’t district on an exact equation and merely reiterate it – instead, all run gave him item new to activity with.

We said alongside Domas Simonovičius concerning how La’Oda’s Black Friday scheme evolved, and what three years of operating the run taught him concerning expanding an ecommerce business.

It started alongside merely giving it a shot

Domas founded La’Oda on August 31, 2022, strolling into a category he knew small about.

The idea came from his girlfriend, Eglė, a expert composition creator who was already using Korean and Japanese attractiveness products herself. She introduced Domas to the category and saw an chance as involvement in Asian attractiveness products began expanding in Lithuania.

Domas had run a endeavor before, but it was in the garments industry, so cosmetics were unfamiliar territory. Still, he decided to provision it a shot, alongside Eglė there to assistance him alongside the way.

Starting out mostly on his own, Domas decided first that La’Oda would be an online-first business. Instead of hiring a developer or agency, he built the shop himself on Hostinger.

“In the beginning, you don’t necessarily desire to create a ample funding in an costly ecommerce phase or a complex custom-built website. Hostinger helped me tremendously whenever I was starting the business,” Domas said.

Four years later, La’Oda is on track to surpass €500,000 in annual income in 2026. That’s a 192% addition from its archetypal complete twelvemonth in 2023, whenever the endeavor generated €171,411 throughout 4,932 orders.

Today, La’Oda processes approximately 1,200 orders a month. Domas motionless handles most of the endeavor himself, supported by a squad of four in a small agency space.

And Black Friday has rotate into among the biggest moments in that growth story.

Black Friday stopped being a weekend

La’Oda’s archetypal Black Friday run revealed that customers weren’t necessarily waiting for the weekend following Thanksgiving. 

“We already noticed in 2023 that the archetypal fractional of November was performing fairly fine and that customers were not necessarily waiting until the traditional Black Friday weekend,” Domas explained.

When the 2024 run showed the identical pattern, he eventually felt assured adequate to restructure La’Oda’s method about it. 

In 2025, the brand launched its Black Friday promotion in the second week of November – a change that caused a 54% year-over-year increase in November orders.

Following the affirmative results, La’Oda volition initiate its Black Friday promotion in the second week of November this year.

Targeting customers alternatively of bigger baskets

Another form Domas noticed during Black Friday was that customers weren’t spending additional on all purchase, as the average command value remained nearly unchanged.

At the identical time, client acquisition expenses cut during the campaign, as shoppers arrived alongside stronger acquisition intent.

“Black Friday did not create growth since customers abruptly started spending much additional per order,” he said. “The chief consequence came from bringing in many additional customers and generating many additional orders at a lesser acquisition cost.”

That gave Domas a clearer direction for La’Oda’s Black Friday scheme this year: reach additional customers fairly than merely addition the value of all order.

The recommendation itself volition remain comparatively straightforward – deeper discounts on selected products and bundles, alongside alongside a particularly eye-catching promotion: buy one, get one free. The genuine activity volition be in getting those offers in forefront of additional people.

The channels changed alongside the season

In a representative month, Google Ads is La’Oda’s chief origin of paid traffic. Black Friday looks different.

In 2025, Meta Ads – throughout Instagram and Facebook – became the company’s largest paid promotion conduit during the campaign.

TikTok played a distinct role. Rather than investing in paid ads, Domas worked alongside influencers to get La’Oda’s products in forefront of possible customers and build involvement about the offers.

Email became additional important, too. La’Oda sent Black Friday-specific newsletters to existing customers, highlighting promotions, showcasing particular products, and creating urgency about limited-time deals.

The effect stretched beyond November’s income numbers. As Domas put it, “We can plainly see that Black Friday helps us get customers who afterward come back for another campaigns.”

In another words, Black Friday campaigns are for boosting revenue and for client acquisition, creating an chance to keep customers fine into the following year.

So, this year, La’Oda volition replicate a akin method alongside its Black Friday marketing conduit mix.

More imaginative testing, small website reinvention

Knowing that Meta Ads had the top effect final Black Friday, Domas plans to run about 60 energetic ocular creatives throughout Meta alone, alongside thousands of keyword variations on Google this year.

“We normally test distinct creatives about particular products, brands, promotions, discounts, and distinct client interests. The chief idea is to create adequate variations to see which messages, products, and visuals create the strongest response,” Domas said.

It’s a deliberately high-volume approach: alternatively of trying to foretell which sole communication volition win, the squad gives itself plentifulness of opportunities to discover out what resonates.

The website itself, however, doesn’t need the identical flat of reinvention. Domas isn’t preparedness a new checkout flow, a structural redesign, or a maze of Black Friday landing pages.

The basis already works. Instead, the squad changes what’s on top of it, as Domas said, “What helped us most was how uncomplicated the website was to manage. We could quickly update banners, offers, and another data ourselves.”

Getting the promotion plans and infrastructure prepared for Black Friday is one thing. Getting the correct products in inventory before it starts is another.

Stocking up for unpredictable demand

Last year, the red Biodance collagen disguise and Dr. Althea’s 345 Relief Cream were gone inside two days. Two of La’Oda’s most famous products had sold out before Black Friday weekend had barely started.

“Demand for extremely famous products that obtain a awesome agreement of online notice can be particularly difficult to foretell accurately,” Domas recalled.

He managed to restock both, but the cognition highlighted a difficult lesson: bringing customers to your shop doesn’t assistance much if the merchandise they came to buy isn’t available.

So for this year’s campaign, stocking up has rotate into one of his earliest priorities. By the archetypal week of September, he has already placed larger orders alongside multiple suppliers, giving the products additional period to attain before November.

“We would fairly have several inventory remaining following Black Friday than endure revenue since products are unavailable,” he affirmed.

Domas is additionally comfortable ordering more, as cosmetics lean to have lengthy rack lives, so leftover inventory doesn’t rotate into a write-off following Black Friday.

Once inventory is all sorted out, Domas volition move on to deciding which products can assistance deeper discounts and which need to remain nearer to their customary margins.

The scheme gets improved all year

La’Oda’s Black Friday scheme wasn’t built in one campaign.

The lessons from 2023 shaped 2024. What happened in 2024 shaped 2025. And the surprises of 2025 are already influencing this year’s campaign.

That’s the biggest instruction from La’Oda’s three successive years of Black Friday campaigns: you don’t need to fig everything out the archetypal time.

The archetypal run gives you data. The next gives you item to difference it with. Eventually, patterns commencement to appear – whenever customers shop, which channels work, what products move fastest, and anywhere your biggest opportunities and bottlenecks are.

For La’Oda, that has meant starting earlier, purchasing additional inventory, evaluation additional creatively, and putting additional accent on reaching new customers.

But Domas isn’t entering this year’s Black Friday run alongside a absolutely predictable playbook. And that’s the point.

You don’t need to have everything figured out, either. If you’re getting prepared for Black Friday, examine our Black Friday hub for additional stories, strategies, and applicable guides to assistance you prepare.