In this episode of The DTC Hotline, we unpack what actually happened during BFCM across 147 brands, representing $127M in revenue and $25M in media spend.
We break down:
The macro story: 8–10% YoY growth, flat order volume, rising AOV, and the surge in BNPL
Why UGC video and 3–4x more creative output became the unlock in a post-Advantage+ world
The shock appearance of AppLovin as the #3 channel in our dataset
The “tight window” offer strategies that outperformed month-long promotions
How brands used novelty, micro-peaks, and parachute offers to rescue underperforming days
Hour-by-hour media pacing: why BFCM requires real-time decision making
Tactical stories from accounts that flipped their day by switching offers or duplicating campaigns
The emerging pattern: more spend, more creative, less fixed cost → the only way through 2025+
Plus: Luke and Tony give their unfiltered takes on Dubai, what felt surreal, and what they learned from meeting the accelerator team IRL.
If you want the real BFCM insights—not recycled takes—this is the recap brands are using to plan 2025.
Show Notes:
Explore the Prophit System: https://www.prophitsystem.com
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