Apparel retailer Carve Designs is trying to find a balance this holiday shopping season, selling items at full price, while also offering promotions during a suitable (and limited) window and “protecting” key inventory.

Megan Porteous, chief revenue officer, Carve Designs | Image credit: Carve Designs

The Cyber 5 — or the period from Thanksgiving through Cyber Monday, also called Cyber Week — has become cyber month, said Megan Porteous, chief revenue officer at Carve Designs. She was previously the brand’s vice president of ecommerce and performance marketing. The retailer primarily sells sustainable apparel. It says 99% of its apparel products come from sustainable materials, including all of its swim collection. Additionally, it says all the cotton it uses is organic.

Carve Designs first participated in Cyber 5 promotions in 2023. Last year, it launched a gift-finder quiz and introduced a gift-with-purchase incentive.

“We’re still figuring out what makes the most sense for us as far as how heavy to participate,” Porteous told Digital Commerce 360. “It’s certainly something we saw tremendous results from last year. The whole fall selling season has completely changed because of it.”

How Carve Designs segmented customers leading up to the holidays

Because Carve Designs is still relatively new to participating in the Cyber 5, Porteous said, it’s being careful in developing a strategy.

“We definitely don’t want to get stuck in the promo washing-machine cycle of always living and dying and breathing by these promotional windows,” she said.