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Hi,
BFCM is 29 days away. We’re doing a special edition to help you get ready, with more BFCM breakdowns coming as the season approaches.
Dollar Shave Club did not wait for Thanksgiving week. Before its Black Friday offers opened, it ran ads promising early access and asked shoppers to leave their email.
Now the deals are live. The interesting part is how the promise, signup and sale page work as one sequence.
Today:
We follow Dollar Shave Club’s early-access launch, check the first BFCM funnels in Funnel Library, use AI to mystery-shop your own sale, and catch a shipping-cost change before it hits.
While You Were Building
In the Headlines
Amazon extends its BFCM deal-submission window to November 13. Sellers have more time to submit deals, but Amazon says FBA inventory still needs to arrive by its separate cutoffs. Check both dates before you commit ad spend.
UPS changes its U.S. fuel-surcharge schedule on November 2. Ground, Ground Saver and domestic air are affected. Recalculate shipping costs on your likely BFCM basket sizes before promising free delivery.
Shopify lets merchants test discounts with Rollouts. You can show an offer to a portion of online-store traffic and compare results before expanding it. Test the BFCM offer now, while you can still change it.
On Socials
1/ Make the profit on the add-on
Drew Sanocki’s Black Friday lesson is a $9 checkout tee with roughly 80% margin. If your lead deal is thin, look for a relevant add-on that raises contribution profit, not just AOV.
2/ Do you need a Black Friday sale at all?
Rok Hladnik asks a useful question: is this your product’s real buying moment? If not, a forced discount could pull margin forward without building lasting demand.
Brands Have Already Started Black Friday. We’re Tracking Their First Moves in Funnel Library.
Funnel Library shows every Meta ad beside the landing page it sends shoppers to.
We track 332 DTC brands, checking their ads and pages every night. You can see where an ad leads, when a page changes, and which offers a brand is putting in front of shoppers.
The BFCM campaigns are already taking shape.
Kiierr has separate Black Friday pages for men’s and women’s products.
NOBL is sending sale ads to offer pages and listicles.
Want to watch your own category? Funnel Library Pro lets you add up to 10 competitors. For a limited time, upgrade to annual AI Launch Codes and get Pro, normally $47 a month, for as long as you remain subscribed.
Let AI Mystery-Shop Your Black Friday Sale
We sent AI through a real Black Friday offer as a mystery shopper. It came back with a question worth testing:
If someone clicks for a $1.99 starter set, do they understand what they’ll pay after the first box?
What the mystery shopper comes back with:
A verdict on whether the landing page keeps the ad’s promise.
Separate findings for a new shopper, a gift buyer and an existing customer.
The exact page, wording and screenshot behind each point of confusion.
The three fixes to check before increasing your ad spend.
Here’s the offer on Dollar Shave Club’s Black Friday page. The Trusty Starter Set is $1.99 for new subscribers.
The introductory offer and its new-subscriber condition.
On the product page, the future shipment terms come into focus: refills arrive every two months for $16 each.
The starter box on the left. Future shipments on the right.
This is a question to investigate, not a proven conversion leak. We did not test the cart or checkout.
Why run this before BFCM?
A low introductory price can attract clicks while the subscription terms determine whether people buy.
The same offer reads differently to a first-time buyer, an existing customer and someone buying a gift.
A screenshot-backed list tells you what to check before you put more budget behind the ad.
Most AI audits give you generic advice about headlines and buttons. This one follows the offer through the buying journey and has to show its evidence.
The difference is in how you instruct it to shop.
Run the BFCM Mystery-Shop Audit
This post is for Paid Subscribers
🎁 Two memberships for the price of one. 🚀 We built AI Launch Codes to help you scale smarter. We test AI tools, build workflows and write prompts so you don't have to. 🔍 Now it comes with the Funnel Library: the Meta ads DTC brands are running, each shown next to the landing page it sends people to. See what's working, then use AI to build your own.
UpgradeWhat you get:
- 🚀 2 tested AI workflows every week
- 🚀 The exact tool, prompt and steps for each
- 🔍 Access to The Funnel Library
- 🔍 Spy on all the ads and landing pages your competitors are running
- 🔍 Then use AI to build your own from them