Every year e-commerce websites experience outages on Black Friday and Cyber Monday. Websites like Walmart, BestBuy, Lowe’s, Lululemon, and Home Depot were down for two or more hours during the 2018 Thanksgiving weekend with Walmart losing an estimated $9M in sales. The outages of last year set me on the series of researches about the reason for even the biggest brands with big budgets not being to remain stable during special events. This white paper shes light on four real reasons behind the failures, and they are not related to technology. The paper also provides a foundational comprehensive guide for preparing your Sitecore Commerce environment for special events.