Minute-by-Minute BFCM Updates

Ecom Team,

This is a must-read if you want to optimize your BFCM strategy and stop making emotional decisions over data-driven ones.

I needed to send this email today to get you play-by-play performance updates for BFCM performance across 1,000+ brands on Heatmap.com:

1. Saturday is beating Friday’s Performance

If Friday wasn’t your best performing day for Black Friday itself, most brands are seeing increased/better performance on Saturday and Sunday (today). Do not change your game plan because Friday may not have been as strong

2. BFCM-related creatives outperforming evergreen

You’ve heard me speak about evergreen ads/content/landing pages performing well during BFCM (with some small tweaks), but for the first time in 3 years, BFCM-related ads seem to be outperforming evergreen. 

I’ve spoken with multiple 8 and 9-figure CMOs, and across the board (every industry) it seems sale/discount ads are performing best. Fashion, accessories, supplements, consumables, it seems to be the deal across the board. Couldn’t find a trend by industry. 

3. Bundles are WINNING 

BFCM shoppers are known for high-AOV purchases, buying for both themselves + others. In my book, Billion Dollar Websites, I gave detailed insight into how the best bundles are built. It’s $20 and still your highest ROI investment for 2026.

Even for high-AOV brands, the bundles/special offers are CRUSHING. It seems specific-product deals are outperforming sitewide sales. This is a hard pivot and big bet. I just want you to know what’s performing so you can make changes. It’s easy to get bundles/special offers quickly. 

4. Don’t stop prospecting 

Many brands want to “squeeze the sponge” and focus on cheaper-to-acquire, repeat customers, but over 60% of all purchases are coming from first-time customers. 

BFCM is an incredible time to acquire net-new customers, not just to get repeat buyers spending more with you. Don’t over-optimize for email/SMS/retargeting only. These are INCREDIBLY important, but don’t stop acquiring new customers. 

5. More Amazon purchases than usual

If you feel your ads are underperforming, look at your Amazon sales as well. Calculate this as part of your total ad performance, not just your direct-website sales.

My theory is that many consumers are using credit card points this year, as it's a tough economy. I have zero direct proof of this theory, but I do have data backing up Amazon sales being a higher % of sales this BFCM vs last year.

6. SEND MORE EMAILS DAMMIT!!!

It seems the reported number of emails/SMS sends is lower than last year… I’m a bit disappointed in my brand operators to be honest.

I, Dylan, as a consumer, have gotten very few emails/SMS messages, and most of them came from local businesses from ye ol NYC. The brands winning are sending legitimately 4-5 emails per day. This helps you win not just from direct sales from email, it also puts your brand top of mind over competitors.

I’ll be sending more updates like this as I get day-by-day, reliable data from heatmap.com customers and other sources like Triple Whale/KNO Commerce’s live trackers which I highly recommend. 

GO CRUSH YOUR HOLIDAY SALES! 

From,
CRO Santa 🎅