Shoppers will spend more this BFCM than ever before, and brands will pay more than ever to reach them. Meta and Google costs are up year over year, discounts are cutting gross profit in half on some products, and most ad platforms are still optimizing on the 10% to 20% of sales that happen on your own site.
We asked operators from Skullcandy, AeroPress, SteelSeries, HexClad, Power Digital, Fospha, Neon Growth, and Postscript how they’re planning around it. This playbook is what they told us.
Inside, you’ll discover:
How Skullcandy sends retail and Amazon purchases back to Meta, Google, and TikTok Ads, and the 32% lift in attributed Meta conversions that followed
Why Fospha sees roughly 80% of ad impact landing outside DTC, and how Neon Growth builds a budget case a CFO will sign off on
How AeroPress, SteelSeries, and HexClad get a second purchase out of discounted BFCM buyers, including why HexClad treats its BFCM list as next year’s BFCM revenue
It’s written for the planning window you’re in right now, and it ends with a 16-step pre-BFCM checklist you can hand to your team before November.
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