The BFCM Encyclopedia for subscription brands
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Days to Black Friday
Look it up.
Suggested topics
During and After entries open when their phase starts. Until then, they're in the playbook.
Black Friday
27 Nov!!
27 Nov!!
cohorts first,
then stock
then stock
Breathe.
It's only
Q4 :)
It's only
Q4 :)
What to read first
See the full indexStart here
- Entry, Before: Step-Down Discount. Offer a stronger first-order incentive, then return to your regular subscription price.
- Prompts, Before: Your post-BFCM results readout. Compare the plan with what happened, judge the new cohort early, and set the next 90 days.
- Prompts, Before: Win-back messages by cancellation reason. Group the cancellations that follow BFCM by reason, then write a win-back for each group.
- Prompts, Before: Support replies for the busiest weekend. Ready-to-use support replies for the four ticket types that spike over the sale weekend.
Filed by when you need it
- Open nowBeforeDecide who hears first and size stock and margin for the spike.Read
- Opens Cyber WeekDuringBuild the offer and run the campaigns, from step-down discounts to early portal access.Read
- Opens after Cyber MondayAfterKeep BFCM subscribers with streaks, rewards and a cancel flow built for the season.Read
The playbook
The whole season, in one book
A brief overview of every topic, from setup to retention, including the parts of the shelf that haven’t opened yet.