Common Thread Collective is an ecommerce growth agency, helping DTC brands that are doing 7-9 figures in annual online revenue.
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Before you log off for the weekend, what still needs approval for BFCM?
If the offer, creative, or budget is waiting on a decision, give it an owner and a deadline so your team knows what needs to happen when November starts.
Before adding a sales channel, look at who your products are built for.
Montana Knife Company, for example, expanded from hunting knives into pocket and kitchen knives to reach more buyers online.
That makes product development part of the customer acquisition plan, too.
Montana Knife Company used to sell out over Black Friday and have nothing left for Christmas shoppers.
On today’s The Ecommerce Playbook, @BrandonLHoroho explains how MKC now plans December drops to keep selling through the shipping cutoff.
ALT Brandon Horoho and Taylor Holiday on The Ecommerce Podcast
Missing purchase data can affect how Meta finds buyers. Before increasing BFCM spend, audit these four areas.
1. Purchase counts
Compare Shopify online-store orders with deduplicated purchase events in Meta Events Manager for the same 30 days. Investigate unexplained gaps.
3. Shopify’s data-sharing settings
In Shopify’s Facebook & Instagram channel, confirm you’re using Enhanced or Maximum if you expect it to send server-side purchase events. Standard uses the browser pixel.
A customer may only need your product once, but plenty of email subscribers haven’t bought it yet.
Spiral Bible built campaigns to give those subscribers a reason to place their first order.
Account for those sales before judging email on repeat purchases alone.
Across roughly 1.3 million ads we analyzed, the top 5% generated 73% of the measured value.
Because the return is so concentrated, judging winners in isolation can overstate profitability. Their returns also need to cover the cost of producing the ads that didn’t pay back.
Before you tell your team to make more ads, ask what each attempt costs.
At Commerce Roundtable, @TaylorHoliday explains how changing the way a brand paid for creative helped it double spend while holding incremental ROAS.
Tune in here: youtu.be/bqJElruBvjE
A ROAS target based on a Black Friday lift test may not fit January, when your offer and customers’ buying behavior can change.
Keep the test dates and promotional context attached to the result so a seasonal finding doesn’t become a permanent budget assumption.
The questions shoppers ask during a livestream can become your next round of creative.
If people keep asking about fit, setup, or product differences, have the creator demonstrate the answer, then carry that explanation into your ads and product page.
When creators earn a fixed percentage of the sale price, a deeper discount lowers their payout per order.
So review commissions alongside holiday pricing to leave room for your margin and keep the offer worthwhile for creators.