Limited Supply
· with Simon Wool
· December 3, 2025
· 41 min
Summary
This episode reveals how top-performing brands dominated BFCM by shifting from aggressive spending to strategic, data-driven tactics. Learn how to optimize your offer sequencing, identify untapped marketing channels, and master email/SMS timing to significantly boost revenue without inflating your ad spend.
Key takeaways
Implement a phased offer strategy, starting with less aggressive discounts in early November to build anticipation and reserving your strongest offers for the peak BFCM period.
Leverage overlooked or underutilized marketing channels to reduce competition and acquire customers more cost-effectively during BFCM.
Structure email and SMS campaigns with precision, focusing on personalized, behavior-triggered flows and recognizing that most brands under-send, missing significant revenue opportunities.
Analyze early November sales data to inform your BFCM strategy, understanding that an initial spike followed by a mid-month flatline is a predictable pattern.
Prioritize smart spending over simply increasing ad budgets; focus on maximizing ROAS through targeted campaigns and efficient channel allocation.
BFCM isn’t a weekend anymore, it’s an algorithm.
And the brands winning big aren’t the ones shouting the loudest. They’re the ones sequencing offers, stacking attention, and exploiting the channels nobody else is even looking at.
Growth consultant and fractional CMO Simon Wool joins Nik to break down what really happened during Black Friday and Cyber Monday and why the biggest winners were the ones spending smart, not spending more.
Simon shares real data from brands doing $10M–$20M+ and explains:
-Why early November sales spike, then completely flatline until the 20th
-The offer strategy that tripled Black Friday revenue for multiple brands
-How to structure email + SMS (and why most brands STILL under-send)
If you're scaling, testing new channels, or want a clearer path to profitable BFCM growth, this episode is for you.
What’s Instant? They’re the secret weapon to triple your email revenue with AI-powered flows. Instead of blasting the same cart reminders to everyone, Instant ensure every shopper gets a unique email experience:
-Copy, products, and offers that adapt to your shopper’s behavior in real time.
-Emails sent at the exact moment that shopper is most likely to buy.
-11+ abandonment flows live in minutes.
Book a demo by Dec. 31 to get 50% off your first 60 days. Make this BFCM your biggest one yet: instant.one/limited
Want more DTC advice? Check out the Limited Supply YouTube page for more insider tips.
Check out the Nik’s DTC newsletter: https://bit.ly/3mOUJMJ
And if you’re looking for an instant stream of on-demand DTC gold, check out the Limited Supply Slack Channel for Nik’s most unfiltered, uncensored thoughts.
Follow Nik:
Twitter: https://www.twitter.com/mrsharma
Frequently asked about this episode
What does this episode say about bfcm strategy?
Implement a phased offer strategy, starting with less aggressive discounts in early November to build anticipation and reserving your strongest offers for the peak BFCM period.
What does this episode say about conversion rate optimization?
Leverage overlooked or underutilized marketing channels to reduce competition and acquire customers more cost-effectively during BFCM.
What does this episode say about customer acquisition?
Structure email and SMS campaigns with precision, focusing on personalized, behavior-triggered flows and recognizing that most brands under-send, missing significant revenue opportunities.
What does this episode say about email & sms marketing?
Analyze early November sales data to inform your BFCM strategy, understanding that an initial spike followed by a mid-month flatline is a predictable pattern.
What does this episode say about bfcm strategy?
Prioritize smart spending over simply increasing ad budgets; focus on maximizing ROAS through targeted campaigns and efficient channel allocation.
