Ecommerce Playbook: Numbers, Struggles & Growth 5 Last-Minute BFCM Fixes You STILL Have Time to Make
Nov 25, 2025
Adrienne Austin, VP of Creative at Common Thread Collective, and Allie Sims, Director of Growth Strategy, dive into last-minute fixes for Black Friday/Cyber Monday. They discuss crucial strategies such as aligning spend to iROAS targets and enhancing creative through historical ads and UGC. The duo emphasizes the importance of simplifying offers and ensuring operational readiness to avoid complications. They also share tips on hour-by-hour tracking to optimize performance, ensuring brands can leverage the holiday weekend effectively.
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Lock Spend To Hourly AMER Targets
- Lock spend to AMER targets and align marketing, finance, and execution teams on efficiency goals.
- Use hourly pacing and incrementality to set IROAS targets and guide spend decisions during BFCM.
Refresh Creative Without New Production
- Audit and relaunch historically best-performing creative rather than trying to produce lots of new assets.
- Reframe winners with holiday copy, different ad formats, or landing pages to increase creative volume quickly.
Turn Existing UGC Into Holiday Ads
- Re-edit owned UGC with holiday headlines to create high-volume, gift-focused variations fast.
- Run gifting-focused creative up to shipping cutoffs for extended performance windows.