How La’Oda used multi-year Black Friday tests to drive rapid ecommerce growth

# Overview

# The founder's approach Domas founded La'Oda on August 31, 2022, entering cosmetics after running a clothing business. He built the store himself on Hostinger and kept operations lean: in 2026 the company was on track to exceed €500,000 in annual revenue, processing roughly 1,200 orders per month with a four-person support team.

# What the campaigns taught La'Oda Each Black Friday cycle added one clear insight that changed the next campaign. Key findings:

• Timing matters more than the single weekend. Strong performance in early November in 2023 and 2024 led La'Oda to start Black Friday advertising in the second week of November in 2025, which produced a 54% YoY increase in November orders.

• Channel mix shifts by season. Google Ads is La'Oda's normal paid channel, but during the 2025 Black Friday campaign Meta ads (Instagram and Facebook) became the largest paid source. TikTok was used for influencer partnerships rather than paid ads. Email marketing amplified offers to existing customers and drove urgency.

# How the offer and execution changed

# The business impact beyond November Black Friday delivered two types of value: immediate revenue spikes and customer acquisition that carried into later campaigns. Domas reported that Black Friday customers returned for other promotions, so the holiday campaign became a scalable way to funnel repeat buyers into the business's yearly revenue stream.

# Practical takeaways for small ecommerce brands

• Test the timing: run ads earlier in November and compare conversion curves instead of concentrating spend only on the traditional Black Friday weekend.
• Measure AOV and CAC separately: if AOV is flat but CAC drops and orders increase, prioritize customer reach over complex upsell mechanics.

# Bottom line La'Oda's Black Friday strategy grew by iterative testing rather than a single breakthrough. Small teams can replicate the pattern: start early, seek customers at scale, adapt channels for the campaign, and treat holiday promotions as both short-term revenue opportunities and long-term customer acquisition investments.