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Good morning!
In today’s newsletter,
Turn Black Friday shoppers into long-term customers
Stretch BFCM momentum into December
Allbirds tracked ONE metric during growth
Stop letting Shopify’s default sort waste your BFCM budget
This issue takes 3 minutes to read.
Let’s dive into it👇
BFCM prep checklist
1. Turn Black Friday shoppers into long-term customers
Black Friday is quickly approaching.
Last year sales were $10.8 billion, a 10.2% increase from the year prior. This year it is supposed to grow even more. This is why it is more important than ever to stand out. Shoppers are ready. The question is: are you?
The checklist is here:
Decide sale goals & discounts
Prep creative assets for ads & website
Install a rewards program
Why install a rewards program?
It not only gives first-time shoppers a reason to buy on the spot, but also hooks them into coming back long term.
Plus, it differentiates your brand, not just screaming “SALE” but offering “SALE + POINTS".
Rewards programs turn short-term deals into repeat revenue.
You’re incentivising a purchase and building loyalty.
How Can this Work For Me?
Install Galanta Rewards (no coding, takes less than a day)
Install in a few hours (no coding)
Create Rewards
Create Promotional Benefits (eg. earn 2x points)
Advertise on your site & through email
Exclusive for Readers: Install Galanta before Black Friday and get 2 months free + the 14-day free trial (only $29 a month).
Interested in this for your brand?
Holiday Playbook
2. Stretch BFCM momentum into December
Discounts get attention.
But run them too long, and you train people to wait for another code.
Instead:
Send a short guide like “3 gifts that ship fast” or “No-size-needed gifts everyone loves.”
Combine products that solve a full problem such as “Night-shift kit for new parents.”
Surprise subscribers with a small bonus or limited drop just for them.
North Star
3. Allbirds tracked ONE metric during growth
How many customers bought again within 60 days.
Not revenue or traffic.
Why?
If someone bought their second pair within 60 days, they became a customer for life.
So they made every decision —ads, product, retention —to make that second purchase happen faster.
👉Pick one and track it daily.
Judge every decision against it.
Shopify
4. Stop letting Shopify’s default sort waste your BFCM budget
BFCM ad spend hit an all-time high last year, but here's the problem most brands miss:
38% of shoppers bounce if they don't find relevant products immediately.
You're driving expensive traffic to collections where bestsellers are buried on page 6 and sold-outs sit above the fold. That's thousands of dollars down the drain.
The solution? Smart merchandising that reacts to data in real-time.
🎯 What to do:
✔ Pin high-converting products above the fold
✔ Push sold-outs and low-stock items down automatically
✔ Track Units/Hour + CVR and move winners to the top fast
✔ Build collections that match your ad promises (not Shopify's default sort)
We built a free BFCM Merchandising Playbook with the exact strategies, checklists, and daily runbooks successful merchants use to turn peak traffic into peak sales.
Inside: Collection architecture templates, KPI frameworks, real-time merchandising triggers, and a "war room" agenda your team can use this week.
Have questions or feedback? You can write to [email protected]