Dr. Squatch begins Cyber 5 preparations in January
Dr. Squatch began preparing for Amazon Prime Day and the Cyber 5 in January 2026. During Prime Day, the brand offered 20% to 30% off most products on Amazon, according to senior technical program manager Clara Kim. U.S. shoppers spent $26.4 billion online during Prime Day 2026, while the full Cyber 5 brought in $44.2 billion in 2025.
Early in the year, Dr. Squatch develops its annual promo strategy, plans inventory, creative, and site experience, and aligns cross‑functional teams. The brand uses mid‑year promotional moments to test offers and site experiences before finalizing merchandising and operational contingency plans. During the peak season it monitors performance in real time and applies a two‑month code freeze to avoid changes that could affect site stability or sales.
“Our biggest wins have come from giving customers something to be excited about,” Clara Kim, senior technical program manager at Dr. Squatch said.
“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,” Clara Kim, senior technical program manager at Dr. Squatch said.
In 2025, Dr. Squatch learned that even small changes during high‑volume Cyber 5 periods can introduce unnecessary risk, prompting the brand to adopt a more intentional approach to pre‑peak preparations.
What we know
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.
Kim told Digital Commerce 360 that Dr. Squatch offered 20% to 30% off for most of its products on that marketplace.
U.S. consumers spent about $26.4 billion online during the Prime Day period in 2026, Digital Commerce 360 previously reported.
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.
To minimize risk during this critical sales window, we typically implement a two-month code freeze, limiting releases that could potentially impact site performance, stability, or sales.