Across every channel and brand I see the same thing: BFCM strategy for 2025 changed.

Amazon moved Prime Day to October.

Retailers are starting sales earlier. Shipping cutoffs are tighter than ever.

Here’s what this means for your brand:

The old playbook of going hard on Black Friday weekend is dead. Consumers learned that the best deals aren’t always on Black Friday.

Sometimes they’re the week before. Sometimes they’re scattered throughout November.

Smart brands are extending their sale window. Starting late October. Running consistent promotions through November. Building momentum instead of betting everything on one weekend.

This works. You capture demand while inventory is full. You avoid shipping anxiety. You spread revenue across weeks instead of hoping for one spike.

The brands still planning to “flip the switch” on Black Friday are going to get crushed by those who started early and stayed consistent.

Start launching your holiday promotions now.

Not November.

Now.

This week we’ll be sharing our annual BFCM playbook so you can do just that. Stay tuned.