Don't worry that BFCM shoppers are low-LTV "bargain hunters." The primary goal of the holiday sales period isn't acquiring loyal customers; it's maximizing revenue and boosting your overall blended ROAS. Focus on top-of-funnel acquisition in the months leading up to November.

Instead of offering a fake, expiring discount to create urgency, frame it as a payment for predictability. Tell the prospect you will pay them a discount in exchange for mutually aligning on a specific close date, which helps you forecast accurately. This turns a sales tactic into a valuable business exchange.

When running a major sale, eliminate your multi-link bio. A single, direct link to the specific offer removes friction and prevents customer confusion. Adding extra choices in the bio when you have a singular goal is a common mistake that hurts conversions.

For consumers under 35, cart abandonment is no longer just a sign of friction—it's a deliberate strategy to solicit a discount. Brands relying on standard ESPs miss most of these high-intent moments, while identity resolution can increase identification of these opportunities by up to 10x.

When stacking value in an offer, don't just add random bonuses. Strategically design each bonus to address a specific, predictable customer objection, such as 'I don't have time' or 'This seems too complex.' This transforms value-stacking from a generic tactic into a precise conversion tool.

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.

When pressured to hit quarterly targets with promotions, use a simple filter: 'Does this action increase the long-term desirability of my full-price product?' This framework helps balance immediate revenue needs with the crucial goal of protecting and building brand equity, preventing a downward spiral of discounting.

Data shows a predictable drop in shopper intent from roughly November 7th to 20th. Brands should run an initial early November sale, then strategically pull back ad spend during this "dead zone" to preserve budget for the main BFCM push starting around the 21st.

AI uses shopper clickstream and sales data to segment customers and SKUs with precision. This allows brands to offer targeted discounts where needed, maintaining trust by avoiding deceptive practices like shrinkflation and being transparent about necessary price increases on less elastic products.