The Exact BFCM Playbook We're Using For Our Clients

Strategic preparation for Black Friday and holiday e-commerce sales requires a disciplined approach to spending, offers, and creative execution. Revenue typically peaks on Black Friday and the lead-up to Christmas, necessitating a spend plan that avoids emotional overspending and utilizes hourly forecasting to manage performance. Brands should avoid mid-length sales, opting instead for either month-long campaigns or short, high-impact windows, while leveraging bundles and stacked discounts to drive higher average order values and protect margins. Creative efforts should prioritize simplicity, featuring clear offer-based messaging and gifting hooks on top-performing evergreen ads. Implementing dedicated gifting landing pages further capitalizes on high-intent traffic, ensuring that marketing efforts remain focused on profitability rather than reactive, anxiety-driven spending.