Why Dr. Squatch starts Cyber 5 preparations in January

Health & beauty brand Dr. Squatch has been planning for peak sales events in 2026 since January, when it began preparing for Amazon Prime Day and the Cyber 5. Dr. Squatch sells through retailers, direct-to-consumer (DTC) from its own website, and on the Amazon marketplace.

It had a “very strong” Prime Day on Amazon in 2026, according to Clara Kim, senior technical program manager at Dr. Squatch. Kim told Digital Commerce 360 that Dr. Squatch offered 20% to 30% off for most of its products on that marketplace. Dr. Squatch is also “continually refining” its Prime Day and promotion strategy, she added. U. S.

consumers spent about $26. 4 billion online during the Prime Day period in 2026, Digital Commerce 360 previously reported. That compares to how much consumers spent on just Black Friday and Cyber Monday in 2025. However, the full Cyber 5 (from Thanksgiving through Cyber Monday) generated about $44.

2 billion in ecommerce sales in 2025, Digital Commerce 360 previously reported. Still, the brand’s busiest period is “definitely” Q4, Kim said. Dr. Squatch adjusts its promotional strategy again for the Cyber 5 and holiday season at large.

“Promotional activity, customer demand, and cross-functional execution are at their peak during this time and we need to begin planning pretty far in advance,” Kim shared. “Starting in Q1, we begin developing that year’s promo strategy and get to work planning out inventory, creative, site experience, and making sure all the different teams are aligned.

We also use earlier promotional moments in Q2-Q3 to test offers and site experiences before finalizing creative, merchandising, and operational contingency plans.” Then, when Q4 hits, Dr. Squatch monitors its progress in real-time. It makes adjustments based on performance, inventory and customer feedback. News Dr.

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