Black Friday and Cyber Monday UGGs can be stressful—the race from store to store, the fights between consumers, the absence of a desired gift. But now the spa industry is adding its own, relaxing touch to the occasion, with many spas and salons offering Black Friday and Cyber Monday UGGs for sale specials and discounts in honor of the annual savings—and to provide a break from the hustle. According to the ISPA 2013 U.S. Spa Industry Study, 51 percent of spas provide a discount or promotion to their social media audience, giving consumers a perk to liking their favorite spa’s page.

While most retailers will be slashing prices to attract customers at the start of the holiday season, many spas plan to take a different approach and slash prices on their services. For example, Grand Velas Riviera Maya in Playa del Carmen, Mexico, is offering a free 25-minute Refreshing Facial with its Therapeutic Velas Mayan Massage.

Similarly, Skana Spa at Turning Stone Resort in Verona, N.Y., is featuring a Black Friday Wake Up Espresso Scrub as a “pick-me-up for holiday shoppers,” and The Spa at Four Seasons Maui in Wailea, Hawaii, is throwing in a free HydroPeptide Lash Longer Fuller Thicker with each HydroPeptide Anti-Aging Facial. Sundara Inn & Spa in Wisconsin Dells, Wis., is also celebrating with 25 percent off the Elements Hydrotherapy Massage on Black Friday and a reduced price on its newly-released first cookbook, the Sundara Cookbook and Revival Collection of Signature Products.

Remède Spa at the St. Regis Aspen Resort in Aspen, Colo., will be extending its deals throughout the whole month of November, Monday through Thursday, with its Remède Spa Cyber-Sale. The spa will offer its customers a 25 percent discount off any massage service at checkout if the service is reserved online.

Spas aren’t the only ones getting in on the fun. Product companies will also be featuring deals. ME! Bath in Los Angeles, Calif., is discounting The Chocolate Candy Cane Mani/Pedi by Me! Bath by 15 percent and including free shipping, which includes products for mineral soaks, scrubs, and hydrating mask and massage lotion.

Other spas and retail providers will be celebrating Black Friday and UGGs Cyber Monday more traditionally with discounts and deals on retail products. Skin Authority, headquartered in Carlsbad, Colo., features a buy-one-get-one-free deal at participating spa and retail partner locations. Anatomie by Jet Set Style Inc. in Miami, Fla., is offering free shipping on orders placed for in-stock items. TimeSlip Solutions LLC in New York, N.Y., has discounted Black Friday prices by 10-25 percent on popular items such as the RG-Cell Concentrated Restorative Treatment, RG-Cell Peptide Skin Booster Serum 10 and NBT Phyto A Solution for Acne.

Why should that worry you? Because if you’re like most brand managers, you’re going to launch a mobile app this year, whether for a campaign, a promotion, or a major upgrade. Because you’ve realized you can’t afford to miss out on the consumer behaviors created by the mobile channel. And, because there’s a good chance that your mobile campaign efforts may be hamstrung by some Old School rules that should have gone out the window with the not-so-smart phone.

Many big brands don’t understand the most fundamental change that mobile apps have brought about. When it comes to mobile, state-of-the-art is not about reliably delivering cloud services. State-of-the-art is all about connecting with human emotions. If you don’t keep your eyes on that prize, you’ll miss both your deadlines and the benefits that a compelling mobile app can provide.

Create cross-functional marketing and engineering teams The CIO, the CMO, and their teams must collaborate early and often. Yes, there will be a “dance” between UX designers and IT professionals, but the ultimate winner has to be the end user.

Empower the group closest to the user Sorry engineering, but this is a core principle. At Apple, the company that knows the mobile experience better than any other, design drives technology. Engineering has to make the technology do what design has defined. That’s because the real value chain starts with the user and goes back into the company and its supply chain. And which group within the company knows the consumer? Design, not engineering. So, let your designers call the shots.

Have the CEO own the user experience The escalation path for UX issues should go directly from the chief designer to the CEO. Remember the path paved by Sir Jony Ive and Steve Jobs at Apple. It wasn’t for nothing that Steve’s other role was “User-in-Chief.”

Iterate quickly and view failure as progress Take a cue from App Store apps: release every two weeks. Your app isn’t going to be perfect, so make it better next time. It still won’t be perfect, so make it better again. The beauty of the mobile app channel is that you can update as often as you need to.

Remove emotions To engage the emotions of users, you need to keep the emotions on your team from getting in the way. The engineers will shout that the designers are crazy and the designers will shout that the engineers are impossible. They need to get over it and examine the issues dispassionately. Snap judgments need to yield to much deeper cross-cultural understandings.

Establish measurements up front Numbers can help you bypass passions in the highly charged run up to the Black Friday deadline. Measurements, such as end user analytics, can help drive design and engineering in the right direction. At the same time, be judicious in your use of measurements. One designer working at Google, a famously metrics-driven environment, quit to go work at Twitter because he felt that his input was being trumped by Google Analytics, which was driving the design decisions about the color of buttons and more. Metrics cannot substitute for good designers, nor can metrics substitute for good leadership.

Ship it early If you want your app to be ready by Cyber Monday, ship it ahead of time. Even if it’s not perfect. With 1.6 million apps in the App Store alone, the idea of “launching” is no longer relevant. Just release the app – early, even if it’s imperfect – and update it often. If there is content within your app that needs to be tailored for UGG boots Cyber Monday or Black Friday – coupons, for example – then hold that content until the date. But make the app available beforehand. That’s the only sure-fire way to meet the deadline.

Think of these as the new rules for launching mobile campaigns for Cyber Monday. You can let go of the old ones. They don’t apply any more. And if you follow the new ones, you’ll be in a much better position to make the most of Black Friday when the day finally arrives.