Breeze ran its Black Friday promo for so long that customers tuned it out. They were "missing the wave." The solution was not a small tweak but a complete, real-time relaunch of the promotion with a novel offer, which allowed them to recapture attention and momentum during the peak shopping period.

BFCM customers buy on discount, not brand affinity, and rarely return. Brands must go overboard with post-purchase brand storytelling through multiple channels (email, ads, social) to reinforce the "why" and earn a second purchase from this transactional cohort.

Revenge Of, a comic book and pinball store, forgoes Black Friday sales. Instead, they offer free pinball all day. This counterintuitive 'anti-establishment' event attracts huge crowds, builds community loyalty, and results in higher-than-average sales, proving a unique experience can be more powerful than discounts.

To avoid skyrocketing CPMs and intense competition during the traditional Black Friday week, Comfort launches its holiday sales campaign on October 15th. The strategy is to be first to market, capture budget from early shoppers, and build momentum before every other brand starts their promotions.

For brands with one main product, Black Friday success hinges on two fundamentals. First, deeply understand your unit economics to define a clear target CAC/ROAS. Second, present an offer so simple it requires zero cognitive load. Any customer confusion immediately kills the sale.

A key to Resident's Black Friday success is being comfortable with poor efficiency metrics in the weeks leading up to the sale. They know the investment will pay off when the holiday surge "right-sizes" the overall numbers. This requires "intestinal fortitude" to not pull back spend prematurely.

Tushy's BFCM ad strategy involves three layers: 1) Keep top-performing evergreen ads running as-is to capture momentum. 2) Create simple offer-based variations of those winners using text overlays. 3) Launch a diverse portfolio of net-new concepts to achieve 'horizontal scale' and find new winners.

To capitalize on early holiday shoppers, consumer brands should start using the term 'Black Friday' in email subject lines during the last week of October and the first week of November. This tactic can lift open rates by more than 25%, beating competitors who wait until mid-November.

With 58% of consumers worried about finances, over 40% are constantly hunting for deals on websites they've never visited before. This sustained deal-seeking behavior creates a massive, ongoing opportunity for challenger brands to capture market share from established incumbents whose customers are now actively shopping around.