The article
The Q4 Playbook: September Through Cyber Monday
Black Friday isn't a day — it's a 3-month campaign. Here's the timeline we run for every DTC client.
Phase 1: September (Warm-Up)
- Build retargeting audiences now. Start running prospecting at higher budgets
- Test all BFCM creative concepts. You need winners identified before November
- Clean up your pixel data. Ensure CAPI is working correctly
- Grow your email list aggressively — these subscribers become BFCM buyers
Phase 2: October (Pre-Heat)
- Increase prospecting budget 20-30% to build audiences
- Start teasing BFCM with "early access" messaging
- Produce all BFCM creative — you should have 30+ assets ready
- Set up email sequences: teaser, early access, main event, last chance
Phase 3: November 1-20 (Ramp)
- CPMs start rising. Focus on efficiency
- Shift budget toward retargeting (warm audiences are cheaper)
- Launch "early access" campaigns for email subscribers
- Final creative production sprint
Phase 4: BFCM Week
- **Wednesday**: Launch early access ads
- **Thursday (Thanksgiving)**: Full campaign live
- **Friday**: Peak spend day. Monitor hourly
- **Saturday-Sunday**: Maintain spend, rotate creative
- **Monday (Cyber Monday)**: Second peak. Different messaging angle
Phase 5: December (Extension)
- "Last chance" and "gift guide" campaigns
- Shipping cutoff urgency
- Gift card push for last-minute buyers
Budget Rules for BFCM
- 2-3× your normal monthly budget for November
- 50% of that concentrated in BFCM week
- Retargeting gets 35-40% of budget during BFCM (vs. 20% normally)
