eCommerce Evolution BFCM Breakdown: How Top Brands Won Black Friday with Strategy, Not Just Sales
Dec 29, 2025
Bill Cover, Google & YouTube Director at OMG Commerce, shares data-driven insights on CPM trends while Barry Bowman, Amazon Ads Specialist, discusses the benefits of off-Amazon advertising during the extended shopping event. Nick Flint, Retention Marketing Director, emphasizes the significant rise of SMS marketing over email. They explore the importance of year-round planning, effective promo timings, and overcoming common pitfalls. The trio reveals strategic playbooks for brands looking to elevate their performance next holiday season.
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Run Promos And Evaluate LTV
- Do not skip running promotions during the biggest event of the year because competitors will capture demand.
- Consider LTV over single-sale margin and treat promo cost plus ad spend as total customer acquisition cost.
Combine Discounts With Ad Spend In TACoS
- Define a maximum total acquisition spend that combines TACoS and promotional discount and use it as your cap.
- Luba observed higher promotions often lower total acquisition costs on Amazon.
Momentum Beats Last-Minute Scrambles
- Momentum going into BFCM matters more than the weekend push itself.
- Brett Curry stresses brands that lacked momentum all year tended to underperform during the event.