300% Sales Surge in One Month With Strategic Q4 Planning

Category: Sexy costumes

Brand Overview

Foreplay is a bold, fashion-forward e-commerce brand specializing in trendy lingerie, costumes, exclusive swimwear, and chic women’s apparel. The brand caters to women who love to express their style with attitude and elegance. 

With a strong focus on seasonal fashion trends and festival-driven collections, Foreplay is known for its bold, confidence-boosting outfits that peak in demand during the Halloween season. Foreplay’s sales depend on how well the brand can attract attention and turn shoppers into buyers during the October rush. So, the brand partnered with eStore Factory. The goal of our Amazon marketing services experts was to increase visibility, improve ad performance, and utilize the Halloween boost to sustain strong sales throughout the remainder of Q4.

Challenge

Foreplay’s September sales were stable but under-optimized for the upcoming Q4 shopping rush. The main challenges were:

• The ad budget was spread across too many keywords that didn’t perform well.

• Click costs were increasing, but sales weren’t improving at the same rate.

• The brand missed chances to rank for important seasonal keywords.

• Ad spend wasn’t used efficiently, leading to a higher ACoS of 8.04%.

The goal was to improve ad performance before the Halloween rush quickly and set up a strong base for steady sales during Black Friday, Cyber Monday, and the rest of Q4.

Our week-by-week approach

Week 1: Deep audit and campaign restructure

• Conducted a full audit of active campaigns, analyzing keyword ROI, placement efficiency, and wasted spend.

• Reorganized campaigns into intent-based groups (brand, category, and high-converting non-brand terms).

• Updated listings that align with Halloween-focused keyword trends, improving organic discovery.

Week 2: Strategic bidding and keyword optimization

• Introduced daily bid adjustments to capture top-performing placements during high-traffic periods.

• Added negative keywords to block irrelevant search terms that were draining ad spend.

• Enhanced exposure on high-converting keywords like “sexy Halloween costumes” and “couple costumes for parties.”

• Monitored CTR and conversion patterns to redirect spend toward proven performers.

Week 3: Budget reallocation and seasonal boost

• Reallocated the budget from generic, low-CTR campaigns to specific, high-performing ad groups, driving better ROI.

• Increased daily budgets on hero campaigns that maintained consistent sales velocity.

• Integrated price strategies aligned with Halloween promotions.

• Optimized ad scheduling for weekend spikes and evening browsing hours.

Week 4: Maintain and grow peak performance

• Doubled down on top-performing SKUs, increasing top-of-search placements to maintain visibility through festival week.

• Fine-tuned campaign pacing to ensure no budget caps during high-traffic windows.

• Balanced scaling with controlled ACoS, maximizing reach without compromising profitability.

• Continuous monitoring ensured inventory was available and campaigns stayed fully active during critical demand days.

Results

Q4 strategy for sales surge

October’s success wasn’t just a one-time Halloween boost. The strategies we put in place created a strong foundation for the rest of Q4.

• Improved organic rankings on Amazon kept the brand visible during Black Friday and Cyber Monday.

• Optimized campaigns and negative keywords lowered ad costs and maintained performance.

• Successful campaigns served as a blueprint for faster Q4 promotions.

• Better listings and higher CTR sustained sales after Halloween.