lululemon Black Friday and Cyber Monday

Like many direct-to-consumer brands, lululemon ramps up for a big push at the end of the year, especially the weekend after Thanksgiving. For 2024’s Black Friday and Cyber Monday, more than 700 items were featured in the sale, requiring copy for hundreds of assets across the website, app, and emails. I wrote all of it—campaign and product copy, brand messaging, and the logistics of order processing, lululemon Membership, and more. A small, tightly knit team handled these markdowns and additional events like Boxing Day/End-of-Year Scores and New Year Scores, making the whole experience both productive and a lot of fun.