It’s Black Friday week.
The calm before the storm, except there’s nothing calm about it. 😅
Right now, every merchant I know is juggling last-minute checks, watching inventory like a hawk, refreshing dashboards way too often, and praying nothing breaks at the worst possible moment.
If that’s you… I feel you.
This week is chaos, pressure, excitement, and anxiety all rolled into one.
So before we dive into today’s newsletter, here’s me sending you good vibes and strong conversions.
May your site stay up, your ads stay stable, your emails land in the inbox, and your customers show up ready to buy.
And hey, even if things don’t go perfectly (they never do), remember this:
BFCM is just one chapter of the year.
You’ve been building for this moment long before today, and you’ll keep building long after it.
You’ve got this.
Now let’s get into it. 👇
Topics we'll cover today:
💠 Your 48-Hour BFCM Checklist (Only What Still Matters Now)
💠 Latest news in the DTC space
💠 Top-Listened Podcast Episodes
Latest News in the DTC Space
📰 Follow BFCM Results in Real Time by Triple Whale [read more]
📰 2026 Ecommerce Calendar [read more]
📰 Key Trends for Social Media Marketing in 2026 [read more]
📰 Study finds major waste in Google Shopping ads on Black Friday [read more]
📰 The case for and against AI-driven SEO in the zero-click era [read more]
📰 Google Launches Nano Banana Pro AI Image Generation Assistant [read more]
Your 48-Hour BFCM Checklist (Only What Still Matters Now)
We’re basically out of time.
Which means every check needs to be fast, tactical, and high-impact.
Here’s the streamlined version, the things you can still fix and the things that still move the needle in the last 48 hours.
1. Offer Accuracy (Most important. Start here.)
→ Turn off old/evergreen offers (free gifts, auto-discounts, bundles, loyalty perks, first-order popups, abandoned-cart coupons) that won't be valid during BFCM
→ Make sure the BFCM offer is the only sitewide incentive active
→ Confirm the offer is the same everywhere: popups, site, ads, emails, SMS, LPs
2. Ads & Campaign Checks (Quick, but critical)
→ Every BFCM ad is already approved and scheduled
→ Every BFCM ad matches the offer + dates
→ Repurpose winning BFCM ads from previous years
→ UTMs clean + consistent
→ Warm audiences included
→ Have something new to offer? Include existing customers
3. Website & LP Speed Scan
→ Update homepage hero immediately
→ Ensure PDPs reflect the offer
→ Buttons, links, banners → all working
→ No popups with competing offers
→ Checkout messaging matches BFCM
→ Fix any surprise shipping charges
4. Email & SMS Essentials
→ Check all sends for correct offer + timing
→ Make sure all links go to the right LP
→ Pause discounts in automations that clash with BFCM
→ Add delivery cutoff reminders
→ Create a “sale ends soon” SMS now (schedule it).
5. Inventory & Ops (The fast stuff only)
→ Confirm real inventory levels.
→ Hide sold-out products from ads.
→ Update shipping deadlines.
→ Prepare quick-reply macros for CX.
→ Verify fulfillment team capacity.
6. Tracking Check (30 seconds, but mandatory)
→ Pixel/GA4 purchase events firing.
→ Attribution tool receiving data.
→ Your live dashboards are bookmarked and ready.
Before you go...
Didn’t plan this with enough time?
Don’t make the same mistake in Q1.
Book a call with me and let’s start planning it right now, while you focus on BFCM, before it’s too late.
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Follow me on LinkedIn for more growth marketing content in the e-commerce space.
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Our Most-Listened Podcast Episodes
This week I took a break from new episodes on The DTC Insider podcast (we'll be back soon!).
In the meantime, you can enjoy some AMAZING conversations I've had with super successful brands:
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About The Writer
Brian Roisentul is the founder & CEO of BSR Digital, a growth marketing agency he started in 2013 to help e-commerce brands unlock hidden revenue by identifying misalignments between their marketing and customer behavior. He is also the host of The DTC Insider podcast, where he interviews thought leaders, founders, and directors in the e-commerce space.
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Promote your Business to 11,000+ People in the DTC Space
The DTC Insider (newsletter + podcast) reaches a highly qualified audience of DTC founders, directors, and marketers. Learn more about the sponsorship opportunities we offer for your business. If you’d like to become a sponsor, apply here.