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.

Overdelivering by packing too much into a tiny offer makes it vague and less appealing. A hyper-specific offer that solves a customer's immediate, perceived want (like an "abs workout") will outperform a broad offer that tries to address their actual, complex needs (like overall fitness).

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.

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.

Move beyond generic discounts by framing offers around the customer's immediate, often unspoken, intent. For example, a "last minute hero finder" speaks directly to the urgency of holiday shopping, while a "donation impact calculator" targets the specific motivations of year-end charitable giving, making the offer more compelling.

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.

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.

As the year ends, customers are less willing to evaluate complex decisions, often deferring them to January. To close deals before the deadline, salespeople must simplify proposals and make the buying process effortless, even if it means a smaller initial sale.

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.