Marketing Operators Inside Our Forecasting, Pacing, and Holiday Shipping Strategy for BFCM Success
Nov 4, 2025
Dive into the strategies behind Black Friday and Cyber Monday success! The team discusses forecasting revenue and pacing for Q4, examining the impact of new product launches. Learn about their daily revenue tracking using a pacing sheet and insights from incrementality tests for YouTube, Meta, and CTV. They also explore effective holiday shipping cutoffs and how distribution messaging evolves in December. Finally, discover strategies for maximizing the 'Q5' opportunity post-holidays.
AI Snips
Chapters
Transcript
Episode notes
Black Friday Is Big But Not Everything
- Black Friday drives a large but not majority share of late-year revenue, often ~10–12% of Nov–Dec sales.
- Many brands see bigger returns in the mid-November lead-up than on the Black Friday weekend itself.
Repurpose Top Ads Fast With Motion
- Use Motion to pull top-performing creative and quickly add sale overlays for BFCM.
- Iterate seasonal creative in Motion and prioritize the highest-performing variants during the sale.
Build A Bottoms-Up Holiday Plan
- Do bottoms-up planning by analyzing last year’s late-Oct to Dec performance at a granular level.
- Use that creative and timing analysis to prioritize what to scale and what new things to test.