Which social platforms should I focus on for Black Friday?

As an e-commerce business preparing for Black Friday, I'm overwhelmed by the numerous social media platforms available and unsure where to concentrate my marketing efforts. I want to maximize my reach, engage potential customers effectively, and drive sales during this critical shopping period. My goal is to understand which platforms offer the best return on investment, align with my target demographic, and provide the most robust advertising and conversion opportunities for my online store.