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How Brez Kept Their BFCM Sales Going for 6 Weeks Straight

Author

Max Sturtevant
August 27, 2025

The Inbox Newsletter

Hey it’s Max from The Inbox Newsletter.

Black Friday is coming up VERY fast (93 days)… and you must be getting your offers locked in now.

Most brands blast 20% off and hope for the best on Black Friday.

But today I want to show what one of the top brands leading the ecom space right now did last year.

Let’s break down the exact offer that crushed for Brez last year (and how you can swipe it).

Key Takeaways:

  • Brez extended their BFCM period into a 6-week push using layered offers.

  • They built urgency and momentum early with store credit + a giveaway.

  • BFCM weekend had a stronger CTA with credit stacking and free shipping.

  • They leaned into holiday gifting and party bundles to boost AOV post BFCM.

  • Offers were repackaged for New Year’s, keeping sales flowing even after Christmas.

Phase 1: Warm Up With a Bonus + Hype

🗓️ Nov 12–28

Before most brands even launched, Brez was already driving conversions.

Their first offer they warmed up with the best offer of the year…

$15 store credit + entry into a lifetime supply giveaway for any purchase.

Why this worked:

  • Store credit seems higher perceived value than $15 OFF… as it implies the person already has the $15 and they don’t want to lose it

  • The giveaway created urgency to not wait to buy…

  • They got two bites at the apple, early buyers who’d also return later for BFCM

Early Access Nov 12–28

Phase 2: BFCM Weekend — Stackable Perks

🗓️ Nov 29–Dec 3

When the real BFCM period hit, Brez leveled up their offer.

$25 store credit + free shipping over $100

Crazy offer.

Why this worked:

  • $25 is a higher perceived value than a 20% off coupon

  • Free shipping pushed AOVs over the $100 mark

  • Messaging was simple, clear, and high-urgency

  • Best offer of the period saved for BFCM

BFCM Nov 29–Dec 3

Phase 3: Holiday Bundles Built for Gifting

🗓️ Dec 9–13
As shipping deadlines for Christmas crept closer, Brez launched limited holiday bundles — up to $180 off.

These were clearly framed as gifts and party essentials which ties their product to a use case. “Perfect for your Secret Santa”… “Take these to the Christmas party”

Why this worked:

  • Bundles boosted AOV

  • The holiday framing made it feel relevant (not just another discount)

  • Offers hit when gifting intent peaked

Gifting Dec 9–13

Phase 4: Reuse Holiday Offers for NYE

🗓️ Dec 21–31

Brez wasn’t done.

They repurposed those same holiday bundles with a New Year’s spin.

Same product, different angle: “Stock up for your NYE party”

Why this worked:

  • Extended the revenue window into late December

  • Kept conversion momentum alive after Christmas

  • No new creative needed, just repackaging

Dec 21–31

Final Thoughts

Brez didn’t just run a 20% OFF offer on Black Froday and Cyber Monday…

They mapped out a 6-week content + offer calendar that layered urgency, incentives, and smart positioning to turn Q4 into a high-margin growth machine.

Make sure you do the same by stacking different offers for different periods of the season to make the most of the urgency.

If you want me to map out your Q4 blueprint for free, book a call with us here »

Email Inspiration Of The Day

Brand:
Cymbiotika

Email Design:
https://drive.google.com/file/d/1_FdLRgS0h5XVYAYjKHD9Gf6K8A9csai5/view?usp=sharing

Notes:
Love the immersiveness of this email and giving that fresh look to it. This is the difference that email design can make… positioning your product the right way.

Testimonial Template #14

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you run a 7-9 figure ecommerce brand and you want to have a free email strategy consultation, book a call here »

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