The BFCM Prep Checklist: From Least to Most Impact

[00:00:00] Richard: you've talked in the past about media buying over the course of Black Friday/Cyber Monday, where as a rule across the rest of the year, what you've, what you've termed Chad media buying tactics basically don't work.

[00:00:11] The idea is that you want the algorithm to do the work for you, and that makes perfect sense. However, across Black Friday/Cyber Monday, buying behavior is so different and people's behavior is so different that what you need to be doing is be, basically be at the controls on an hour-by-hour basis and have some understanding and be tracking when things are peaking, when things are coming down, and be adjusting budgets manually.

[00:00:31] This episode of the Ecommerce Playbook is brought to you by Universal Ads. Here's a question. How much of your TV budget actually makes it to the big screen? On most TV platforms, it's not all of it, not even close. Platform fees, data fees, optimization fees, it adds up fast. With Universal Ads, you can ditch the middleman.

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[00:01:29] Richard: Hey, folks. Welcome to the Ecommerce Playbook podcast. I'm your host, Richard Gaffan, director of digital product strategy here at Common Thread. And it's been a minute since I've been on the pod, but I'm joined here today by Joy Sharma, who heads up our seven-figure service offering here at Common Thread Collective.

[00:01:43] And Joy's jumping on with us today to share obviously something very important. We're here, we're in Q4, it's already started. And what we wanna go through is basically from an order of least to most impact, the things that you need to do right now to start prepping for Black Friday. So, Joy, what's going on, man?

[00:02:02] Joy: Kit, excited?

[00:02:04] Richard: Good. Great. Yeah, well, I mean, it's the most wonderful time of the year, of course. So, we're excited to get into it. So Joy, why don't you why don't you kind of just talk us through kind of a little bit of what you shared with me in terms of going from kind of like the least impact things to the biggest impact things you can do to prep the season?

[00:02:20] Joy: Yeah, I wanted this podcast to be just a playbook for seven-figure businesses as they're listening through. So pretext, everything we are sharing is gonna affect your new revenue. It doesn't affect your returning revenue. I think Taylor has talked about this a lot, which is half of your Black Friday is built 60 days before Black Friday.

[00:02:35] So whatever customers you acquired a year over year, consider that as your returning revenue growth for Black Friday, and everything you can do from new customers, basically what we're gonna talk through. So let's start with... I think there's some basic housekeepings, which is make sure your ad account has a billing that is higher than what you're expecting to spend.

[00:02:52] Sometimes people who are, who this is the first Black Friday for will experience this, which is like their limit might not be high enough. We recommend calling up the rep, getting an increase. Pretty simple stuff. Making sure your co-commerce manager is up to date. It's tracking well. Events are firing. You have above 90% match rate on all the products or traffic to products.

[00:03:11] Essentially, your pixel is firing correctly. It has no issues, no blockages, no wrong allow list domains and stuff like that. Like I would say those three things are like basic housekeeping to start with. Okay. So outside of that, let's get into offer. I think we have said this so many times across the board every year, which is number one, make sure your offer is above 20%.

[00:03:37] It's not below 20%. Anything below 20%, people don't care. They just think it's like pe-people are entitled to that. I get a 10% discount by giving my email away, so 20% is not real. The second thing is make sure you simplify it. I have seen a lot of people do this where they're like, "I want to ensure my... I have 10% for the first $50, 20% for 50 to 100."

[00:04:00] Like just simplify it. People don't wanna spend time understanding your offer. It is the highest, it's the most demanding market it has ever been in the entire year. So give people a stupid simple offer that looks like it's really good and let people buy it. That's, that's it. That's the... Simplify it as much as you can.

[00:04:20] I would recommend trying to up the AOV. A lot of businesses should do their LTV analysis on if the customers they acquire in Black Friday are valuable or not, because a lot of times there are different LTVs than normal acquired customers. If that is true, do your math, how much money you make on that, and then try to do AOV bundles if you want to, if the LTV is just terrible.

[00:04:39] And just make bundles and make them specific to, I would say gifting, if that's something you can insert yourself in, is actually going to be very helpful. If the business doesn't work naturally into, into one of those moments, try to go towards gifting, which is like, "Hey, people don't wanna buy my product during this time period.

[00:04:55] Can I make it into something that people want to buy?" And that's the cultural norm and that what people are interested in at that time period. That's it. Like that's, that's rule number one. That, that should be your offer.

[00:05:05] Richard: So the first piece then, just to reiterate, is to simplify your offer. This is a point that we try to make every year. Instead of doing these sort of complex tiering systems or making it sort of making the customer do math, you don't wanna do that.

[00:05:18] You want it to just feel like a huge discount and be basic. So o-obviously, 20% or more site-wide is sort of the simplest version of that. Obviously, that may not work for everybody's margin. Um, but that's the first piece of it. And then to re-reiterate again, the second piece of it is increasing AOV over this time.

[00:05:34] And in the past, we've talked a little bit about, um, Black Friday being the moment for volume in terms of quantity of customers, and Cyber Monday be the moment-- being the moment for volume in terms of actual, like cart size and growing that as well. Um, so I don't know what your perspective on that is, Joy, but the idea anyway is that there's opportunity for both and particularly some opportunity here to, um, get a better AOV out of the day than you would evergreen.

[00:06:00] Um-

[00:06:01] Joy: Yeah. My, my perspective of the AOV is that sometimes people-- like, again, generalized statements are not helpful, right? Which is when I say that if you're LTV business, then what I'm saying is look at your LTV and if your LTV in a year or the margin you make on a customer on this cohort of customers is like $10, there's no need to sell subscription or whatever your LTV thing is.

[00:06:21] Just sell more stuff upfront and make the entire year's money together. There's also this other idea, which is if you are low ticket product and you go to like $30 or $50, you probably don't end up making money on it. So that's what I'm saying. It's like increase your AOV to the point where you actually make money on it because you're giving a big discount.

[00:06:38] So like th-there are just some parameters that I'm discussing all that.

[00:06:42] Richard: Okay, so first is the offer piece, simplifying it, making sure that it hits the AOV that you need to. Um, let's go to the second piece here, um, which is email and SMS

[00:06:53] Joy: Yeah. So timing matters a lot for email and SMS. The way I would recommend is if you wanna... It depends on you. If you have a lot of stock to move, do a bigger early Black Friday sale. It could start on the 1st of November. Give people access on email and SMS 48 hours before that and be like, "Hey, you're special VIP customers, pre-Black Friday for you starts on the 30th," or whatever.

[00:07:14] Start blasting it out. During the period from pre-Black Friday till Black Friday, I would say minimum, again, this is the bare minimum you should do, this is not the maximum. You can send as many as you want. But bare minimum, have three emails a week being sending out during the pre-Black Friday period.

[00:07:29] Then go and start, start your Black Friday, I would say basically on the Monday of that week when you have your Black Friday. That period, send one at least every day, and then on Black Friday, Cyber Monday, send three emails if you want to. End Cyber Monday on Cyber Monday. The next day, say extended Cyber Monday for two days.

[00:07:49] Turn it off, then turn on the shipping cutoff sale. That should run to basically like the offer you should always have there is free expedited shipping so you can get the product by Christmas. That's it. A lot of people just stop at Cyber Monday. You actually can squeeze a lot of juice until free shipping cut off.

[00:08:04] Like that, that should be the real timeline optimizing for.

[00:08:08] Richard: Um, okay, yeah. So to reiterate then, three emails a week leading up to Black Friday week. So this is throughout November. And then one email a day for the week, one to three emails per day during the weekend itself, and then immediately into the free shipping cutoff. Any other things that we should know about how to think through email and SMS?

[00:08:27] Joy: Yes. So on the days of pre-Black Fri-- on the day of Black Friday and Cyber Monday, we will publish these charts, I think, which is basically how your... Like, what the average of the hours is when you make the most money. I would recommend if you can go and take the emails are, that are being sent, and you can time it to when there are peaks in the day, do that for your brand with your historic data if you want to.

[00:08:48] But find your peaks and send on those peaks. That is the biggest leverage point. And then I didn't talk about SMS. Your choice. Send as many. Like this is... There-- The, the whole ideology about email, SMS, creative, everything about Black Friday should be throughout the year, people who are optimizers, they win, right?

[00:09:07] The most bang for your buck. If that's the kind of person you are, you win. Like, that's the way to win the year. This is the only time period, these are the four weeks where maximizers should win. Because the sweet spot is so out in the, into the volume game that nobody actually gets there. So the person who actually does the most or tries to d-do the most actually wins.

[00:09:26] So

[00:09:26] This episode of the Ecommerce Playbook is brought to you by Universal Ads. Here's a question. How much of your TV budget actually makes it to the big screen? On most TV platforms, it's not all of it, not even close. Platform fees, data fees, optimization fees, it adds up fast. With Universal Ads, you can ditch the middleman.

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[00:10:05] That's double the TV for your first campaign. Get on TV without the fee. Go to www.universalads.com/middleman and use code UACTC when you sign up. That's www.universalads.com/middleman, code UACTC.

[00:10:24] Richard: Mm-hmm. Yeah. Well, I think this is a good-- That's a good general principle that goes into, and maybe we'll talk about this a little later, but specifically like you've talked in the past about media buying over the course of Black Friday/Cyber Monday, where as a rule across the rest of the year, what you've, what you've termed Chad media buying tactics basically don't work.

[00:10:43] The idea is that you want the algorithm to do the work for you, and that makes perfect sense. However, across Black Friday/Cyber Monday, buying behavior is so different and people's behavior is so different that what you need to be doing is be, basically be at the controls on an hour-by-hour basis and have some understanding and be tracking when things are peaking, when things are coming down, and be adjusting budgets manually.

[00:11:03] And it sounds like essentially what you're saying is that it's also the same for email. Like have some sense of like what the day is going to look like and then create a, a volume email plan to take advantage of those specific peaks. Um, yeah, I, I think Black Friday is famously a day when people act insane about buying, and so you can ac-actually behave that way and people will respond to it, and I think that's kind of the lesson here.

[00:11:29] Joy: That is true. I think it's even for production though, like that's what I'm trying to get to because m- most of the work you're gonna do is gonna start before Black Friday, so have backlogs always. Media buying is something we can go into w- but I just don't recommend that to listeners because you, they might just end up burning money.

[00:11:45] So don't, don't follow what we do.

[00:11:47] Richard: All right, yeah. All right, so don't do-- Do as we say, not as we do. So don't don't follow that rule just yet. But, but the point stands that it's like this is an unusual time and you have to sort of behave completely out of the ordinary for it. So, um, okay, let's let's talk about our next item here, which, which is about the landing page and sort of the on-site experience during this time.

[00:12:05] So talk a little bit about that.

[00:12:07] Joy: It is always the hero. Like it is always the homepage. And a lot of times people are like, "Oh, should I have a landing page specific for Black Friday?" No. Everyone is gonna search your name. Every demand is insane through the roof. So start on the homepage. We run most of the ads to the homepage for Black Friday.

[00:12:21] That's the highest performing page all the time. If I optimized everything there, then you can look into the future and be like, "Oh, can I do a Black Friday collection page and all this?" But like those are things in the future. They don't necessarily need to be done instantly. For the homepage, make sure you have a timer on top.

[00:12:36] That helps a lot. Always urgency, scarcity, best, best things ever. Then you basically talk about the pre-Black Friday. Have a sticky bar at the top which talks about Black, pre-Black Friday. There are a lot of things people do, which is make sure there's some product that is discounted a lot versus the rest.

[00:12:53] So you can say up to 40%, but have something and then have some bar that talks about that. Have a hero image that talks about Black Friday. That's necessary. Have your best-selling products merchandised on the homepage right under it. Have at least three different blocks where people can buy through the products.

[00:13:08] So like bestsellers, then highest AOV, and basically another highest margin. Like have those three different categories of products throughout the page. Make sure pl- prices are slashed and in a different color so they stand out and people understand how big the discount is. Don't do illegal stuff where you basically keep the same price and you increase the price, then you slash it.

[00:13:29] Or if you wanna do that, that's your... Whatever you wanna do. And then have Black Friday specific bundles. They're like, we can get into this idea, which is, I just want to put this in people's mind, which is how you treat your whales is not how you treat average people. Have Black Friday bundles and then also have something for your whales, which basically means I don't think people understand this, founders don't understand this, and I've said this I think so many times.

[00:13:55] I say this every year, which is you should have something your, for your whales. And if you sell a $50 product, I've sold bundles worth $1,000

[00:14:03] Richard: Mm-hmm.

[00:14:04] Joy: in that product category because we made that for our whales. So like what you think whales would buy is very different. Have something for them

[00:14:12] Richard: Um, yeah, we've talked about like doing, you know, for instance, like before Black Friday, doing sort of an early VIP sale for the whales specifically to kind of give them a first look at these sort of massive orders. And obviously we talked about everybody's-- everybody else's buying behavior being different.

[00:14:29] That's not-- That holds for your VIP customers as well, where they're going to... They already buy a lot, they're going to buy even more, and it's about setting things up to take advantage of that. Um, so

[00:14:40] Joy: It's also people, people just don't understand how rich people are. Like, I, I think that's, that's part of this, which is, like, if you're, if you're selling coffee for ... Or like you're selling whatever for $50, I would bet there are people in your customer base that would buy a $1,000 product. They would buy an annual subscription up front if you give them a big discount, because they just can.

[00:15:01] Richard: Yeah. They have, they have the disposable income sitting around. They're just waiting for a chance to use it on you, basically. Um, yeah, so it's worth thinking about. Anything else for landing page? Like for instance, one thing that comes to mind in the past I think that we've said is make sure you turn off your like first-time mem- or first-time customer discount pop-up or whatever.

[00:15:21] Like make sure that those sort of like evergreen things are gone. Um, clear them out completely, reset everything to be Black Friday specific. But anything else like that? Anything else to avoid?

[00:15:32] Joy: I think that's it. Email pop-ups don't help. I think outside of that, there's nothing

[00:15:38] Richard: Okay, cool. All right, then finally, and, and again, given that we're going from least to most, this is the biggest impact piece, of course, which is creatives. So we've recently done a little bit of research on, um, basically crunching the numbers on our sort of meta spend and meta ads over the last several years and come up with some interesting insights.

[00:15:58] So we'll drop a link for that, I believe, in the show notes. Um, but I, I just wanna talk through some of this data here. The headline on this particular, like, report that we've put together is that, quote, "Nobody makes enough ads." Um, so talk through a little bit of some of the insights around that and other things that have come out of this report.

[00:16:18] Joy: Yeah. So this is, this is the conversation I've sat through so many times in the last two weeks. This came out of, I was being asked this one same question so many times. Before entering October, every client was, "Should I just sacrifice October ads to make November ads? And then how many ads should I make?"

[00:16:34] Which is like, again, everyone is thinking about it, everyone wants to plan for it, and the answer that came out is, was actually so good. So the average spend per ad in the first 14 days for Black Friday ads is like through the roof. That's what they're supposed to do. And October ads are less than half of what they spend in the first 14 days.

[00:16:52] But October ads spend in the quarter from October till December, 50% more money than Black Friday ads. So anyone who says, "Oh, should I sacrifice my October ads so I can make more ads for November?" Is actually a bad bet. Because if you're looking at a return in a time horizon of three months, you actually make more money or return on your money on October ads than any November ad.

[00:17:17] So please don't make the mistake of just stopping production of October ads just because you want to make more November ads. Like, that is not the point. The point is nobody makes enough November ads, but that doesn't mean that you should stop your October production for that. That's just an important point to remember.

[00:17:32] Because when you go into Black Friday, you can look through your ad account. Black Friday specific ads will only drive 30% of the total ad spend of the account, meaning all the evergreen ads actually carry rest of the 70% of the spend. That means whatever you have produced is actually, like, it has a lot of value, so don't disregard that, was the first point. The second point was exactly in the opposite direction, which is we took five different brands across all the different spend ranges. So we took people who spent about 100K, 300K, 500K, million, two million. Like, we took every type of brand and across their range. We basically ran how many ads they make and basically how their degradation changes.

[00:18:11] Like, so who makes how many ads, what the spend per ad, and how it changes when you spend more money. And the interesting thing we found is that w- when we talk, and then this is my experience, like I talk to people, I'm like, "Are you making Black Friday ads?" They're like, "Yeah, we are making a lot of ads." And then the funny thing is, like, it's so relative because people don't understand how many ads their competitor makes.

[00:18:31] So when they say, "Oh, I make a lot of ads." "Really? How many?" "Oh, I'm gonna make 200 Black Friday ads." And this data set basically has a case study of a brand that made 1,500 ads just for Black Friday in the last two years. And their spend increase. And their spend increase is five grand a day goes to 55 grand a day because they launch 1,500 ads on, on a single day.

[00:18:53] So, like, it, it, it is used to change what people's perspective is on volume and scale. That is what I'm trying to point to. It's just like, this is true, right? Like, we all know that a lot of brands, at least half of the categories that exist in D2C, make majority of their money in Black Friday. Then why not double down on it?

[00:19:12] Like, why not make significantly more ads? Like, people sometimes are saying, "Oh yeah, we just made three ads last year, and they spent so much money." Like, interesting. So why didn't you make more? Like, oh, you know what? And, like, this whole research is just for that. It's like this research basically has... We distributed this across our clients that basically said, "How many ads you have made, and where you come in relation to everyone else that spends the same amount?"

[00:19:36] That was the important point, which, like, if you spend $55,000 a day during pre-Black Friday, then compared to all the other brands that spend 55,000, like, where are you? And the funny thing was that brand was in the top, I think 5% top, not even top 1% top. Which is, like, it should just put in perspective, and, like, this is true for a lot of businesses.

[00:19:55] Like, we have published this research, and you can go and you can check it out. But the point is your, your value... Like, there's a degradation, right? We make this marginal frontier model. That's core of what CDC started with. That's where our model started, which, like, how much money should I spend to get the best return on my money?

[00:20:11] Which, like, I spend 5K, I get a two XROAS. I spend 10K, I get a 1.9. Like, whatever it is, right? And we find the sweet spot. That's optimizers. For Black Friday ads, we build a similar model, and what we realized very quickly is that the breaking point where you no longer make more incremental dollars by, for making more ads is so out in the future that it, like, it's so out, if you're making 100 ads, it doesn't come anywhere till 1,500 ads.

[00:20:38] That the answer for most of the people is just make more ads. Like, don't... You don't need to worry about finding your sweet spot. You just need to go and find how much you can spend and how many ads you can make. And for example, I... We can put this as a screenshot if we want, but basically, for this particular brand that we published, if they make 1,000 ads this year, they will spend $77,000 in totality, I think, during those four days.

[00:21:02] And then... Oh, actually, I think it's, it's per day. So they, they will spend $77,000 per day. If I now change that to they make, they spend 15-- they make 1,500 ads, they will now spend $93,000 a day. And a lot of people are like, "Oh, that's, that's five... It's 50% more ads for a very small increase in spend," which is, like, I think what, 20K additional spend a day.

[00:21:27] But the, the way you should approach this is like, yes, that is true. But if you have limited resources, where else can you put those resources where the degradation is so small, where you can make 500 ads and spend 20 grand a day additional? Like, there's, there's no point in time that exists for you in the entire year where you'll be able to do that.

[00:21:45] So that is the important point we are trying to drive home. And the interesting thing about Black Friday ads is that they coincide in 60 days with New Year's sale and Christmas sale. So what happens is a lot of customers that you acquire here, you actually get a long tail value from that sale, so you should take that into account.

[00:22:01] It's like that 20K increase actually has long tail value to it and instant today value, and that is an important point to remember

[00:22:08] Richard: Yeah. So it's-- I mean, really like the, it distilled down, it's just make more ads. And I think like there's also maybe value to, to thinking about like, okay, yes, there is something to think about relative to your own industry, but at the very least, a starting point would be just to try to make more ads than you made last year.

[00:22:24] I mean, part of what I'm looking at here is this chart.

[00:22:27] Joy: Minimum

[00:22:27] Richard: Yeah, at least. So, so you have this chart that's anonymized. So you have brand C and brand B, let's say. Um, or rather let's say brand C and brand D here on this chart, and we can throw up a screenshot of it. But we see brand C increased in 2024, they spent 118K in November.

[00:22:44] In 2025, they spent 528K. And in 2024 they made 84 ads. 2025 they made 359 ads, right? Which me- represents more than a 3X increase, right? Um, and also, and in Black Friday they made 12 Black Friday ads in '24 and 22 Black Friday ads in '25. So the actual like absolute volume of ads is not that much, but the amount of ads particularly that they made across the holiday season increased significantly because then we see in contrast to that we had a brand this is, we'll, we'll go...

[00:23:14] This is brand B. They spent 209K on Meta in '24, 319K in '25 by making 1,500 ads or almost 1,600 ads in '24 and then 2,000 ads in 2025. So that re- actually represents there's a smaller increase in ads even though the absolute value or number of ads was also enormous across that. But they saw an increase that was basically like proportionate to how much, how many more ads they made that year than they made last year.

[00:23:45] So it doesn't have to be 2,000, but it could be 350 if that 350 is 3X the amount of ads you made last year. Sorry, go ahead.

[00:23:55] Joy: I think it's also a degradation, right? Which is like if you look at brand D, they increased spend from 527 to 881, which is like, I think about what? 50% increase. But they had to increase their ads. If you look at Black Friday ads, it went from 183 ads to 972 ads. So like you don't need to make 50% more ad for 50% more spend.

[00:24:15] I understand that. And then people are like, "Oh, that means I'm already at my sweet spot." Again, the point here for the first time in the year is not to be at the sweet spot. It's to take all the dollars that are available to you

[00:24:26] Richard: Right. So like regardless of, of, you know, whether or not the-- you're going to see a 20% in-increase in,

[00:24:34] Joy: Yep

[00:24:35] Richard: just because you did a 20% in-increase in ads, who knows? But what you will see is an increase in spend and an increase in revenue, and that's going to result in this long tail thing that's gonna be beneficial for you

[00:24:47] Joy: Yeah, the answer should be like the money that you make on that incremental revenue, if that's more than the cost of the ad, keep making, keep, keep making more is basically the point.

[00:24:56] Richard: Totally. All right. Yeah, maximize over optimize. Um, okay, cool. Anything else you wanna pull out from this report?

[00:25:05] Joy: Yeah, at the end there is a checklist that people can follow. I would say go in that sequence of making ads. Start with frames. They always are the highest spenders, easiest to make work. Have couple of catalogs for Black Friday with your sale creatives. Make frames, get them live. Then start with static ads.

[00:25:22] Make text-based ads, product-based ads. I would say you can take existing product imagery and you can put Black Friday offer on top and all that stuff. You can put that, like you can basically put really good headlines and stuff like that. Then make video, and the way you should do it is take all the existing content that you have that has performed well, put Black Friday offers on top, remix them in whatever shape, form, or form you want to basically show the Black Friday offers here.

[00:25:48] And then if you are still left with the ability to make more content, you should make more Black Friday-themed content that is like giving, giving creators the product and telling them, "Hey, make... Talk about our Black Friday offer," stuff like that. And that's it. That should be the sequence.

[00:26:05] Richard: Right. Yeah. So, I mean, it's, it's worth reiterating that the last-- the least important, so to speak, on that kind of hierarchy there is making Black Friday ads, right? Making new sort of Black Friday themed holiday ads. The most important is taking your evergreen, your DABA, I mean, and then putting a frame on it with the offer, which we've mentioned before, and then taking your evergreen ads and then adding, um, copy or adding the offer to it because evergreen is what works best, and additionally, you're kind of boosting that with this specific offer.

[00:26:36] Um, all right, cool. And the last thing that you've got in your notes is stay safe. So Joy, how do people need to stay safe this Black Friday?

[00:26:45] Joy: The amount of depression I've seen in Black Friday that comes from people overspending or not spending enough is to the, this has to be the highest.

[00:26:57] Richard: Ja,

[00:26:57] Joy: It has to be the... You get the point. So stay

[00:27:00] Richard: yeah. All right. Stay safe, folks. Don't get too depressed. Spend more, make more ads, maximize on Black Friday. All right, folks. Well, I think that's gonna do it for us. But we're doing an in-person Black Friday bootcamp at CTC's office on the 15th which will be in a couple days by the time you're hearing this.

[00:27:16] We may have seats left, I'm not sure if we will. Um, but if you're interested, we'll have a link in the show notes as well that will allow you to request an invite to the bootcamp, and if we got space left we'll, we'll fit you in. But we've got a bunch of brands coming in a lot of them local in California seven and eight-figure brands.

[00:27:32] What we're gonna be doing is sitting and building our Black Friday plan and making sure that all of these checkboxes that we just discussed today are checked and that your holiday plan is set to go so that you, in fact, do not become depressed over the course of this Black Friday weekend. So, um, all right.

[00:27:48] That's gonna do it for us, folks. Joy, thanks for joining us. Everybody else out there listening, we'll see you next time