They got burned so you don’t have to.

Real stories from marketers and merchandisers who’ve been through the BFCM fire and came back with lessons, laughs, and better strategies you can steal.

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Get the Burn Book

If you’ve ever been personally victimized by BFCM, you’re not alone.

These confessions and hard-won lessons
are exactly what you’ll find in the Burn Book, straight from the marketers and merchandisers who survived the chaos.

"Black Friday morning, everyone’s got their coffee ready, eyes glued to the metrics, and it felt like: ‘This is gonna be huge.’ We had our crown jewel campaign — a push to get users straight to buying a star product through the app. The push was on point, design flawless, deep link tested…or so we thought."

Alessandra Oropeza
Retention Manager at Cooltra Motos SL

“On Cyber Monday, one brand’s key search terms returned zero results due to misconfigured rules. Even after a quick fix, the damage was clear: Their top five search terms saw an 80% revenue drop despite a 20% YoY increase in visits.”

Salee Suwansawad
Former Merchandising Leader at VF Corp, Old Navy, and Gap

"There is always a pressure over BFCM to just send, send, send. Strategy often gets left behind. This caused a huge spike in unsubs — not great for brand reputation or customer loyalty."

Lowri Southall
CRM Manager at MandM Direct

“During BFCM 2024, we rolled out our biggest sale of the year — up to 50% off across a huge product selection. The only hiccup? New subscribers tried stacking their 10% welcome coupon on top of the discounts.”

Sanket Mokal
Digital Marketing Manager at Be Lenka

"Black Friday can be chaos — endless debates over discounts, messy rollouts across systems, and legal slowing things down. We tried every model imaginable, from gifts to stackable promos."

Martin Neumahr
Consultant at Adastra

These stories (and many more!) are all waiting for you inside.

So…are you ready to read what really happened?

Because let’s be honest, your peak season doesn’t have to include panic sends, broken promos, or 2 a.m. Slack apologies.

The Burn Book shows you what went down, what went wrong, and how to do it better this time.

Get the Burn Book

They got burned so you don’t have to.

Get the Burn Book

If you’ve ever been personally victimized by BFCM, you’re not alone.

These stories (and many more!) are all waiting for you inside.

So…are you ready to read what really happened?

New Agentic Features