Retention: SMS Surpasses Email

Black Friday just got more interesting.

While most brands were bracing for skyrocketing ad costs and fierce competition, something unexpected happened during BFCM 2025—and it's reshaping how smart brands should approach next year's holiday season.

In this jam-packed episode, OMG Commerce CEO Brett Curry sits down with four of the agency's top strategists—spanning Google, YouTube, Amazon, and retention marketing—to dissect what actually worked (and what flopped) during one of the most surprising Black Friday weekends in recent memory.

You'll also get the 2026 prep checklist, including why AI is about to eliminate every excuse you have for not planning year-round promos, how to break down channel silos that are costing you sales, and the exact timing strategies that separated winners from everyone else.

Whether you crushed it this BFCM or are wondering where you went wrong, this episode gives you the data, insights, and tactical playbook to make next year your best yet.

Featured experts:

1. Bill Cover, Google & YouTube Director
2. Luba, Amazon ABM Strategist
3. Barry Bowman, Amazon Ads Specialist
4. Nick Flint, Retention Marketing Director

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

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Chapters:

(00:00) Intro

(02:06) Meet the panel

(05:52) Google/YouTube: weekend “plateau” + CPM/CPC drops and why it happened

(08:50) Amazon: expanded event length, strong YoY, and the “off-Amazon” halo effect

(12:28) SMS surpasses email + why brands still underuse it

(13:47) What worked across all channels

(19:33) Save Money and Connect Your Marketing Channels with Channable

(20:35) Top-of-funnel and offer strategy

(24:02) What didn’t work on Amazon: skipping promos, waiting too late, and thinking margin over LTV

(27:42) Best brands vs. struggling brands

(42:22) Playbook for next year

(47:02) Channel strategy + 2026 planning

(51:00) Final thoughts: AI’s impact on creative + planning

(53:11) Fast Funding the Way You Need It with Wayflyer

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Connect With Brett:

1. LinkedIn: https://www.linkedin.com/in/thebrettcurry/
2. YouTube: https://www.youtube.com/@omgcommerce
3. Website: https://www.omgcommerce.com/
4. Request a Free Strategy Session: https://www.omgcommerce.com/contact

Relevant Links:

1. Keranique: keranique.com
2. Sponsor Offer | Channable (Mention Ecommerce Evolution): https://www.channable.com/
3. Sponsor Offer | Wayflyer: https://wayflyer.com/en/partners/omgcommerce