How Shoelace Drove Record BFCM Results for DTC Brands in 2025

BFCM is where strategy either shows up… or gets exposed.

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This year, our clients proved something we say often at Shoelace:
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When smart strategy meets results-driven creative, good things happen.

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Across categories, budgets, and goals, brands working with us didn’t just survive a volatile BFCM they grew through it. Some broke records. Others spent less while making more. A few used the weekend to reset their whole outlook for Q4.

Here are the wins we're most proud of.

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A Fast-Growing Accessories Brand Saw a 95 Percent YoY Revenue Increase From Email

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This brand came into the season with one goal: protect margin and turn email into a profit lever.

The outcome?
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A ninety five percent year-over-year jump in email revenue.

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Even better the founder told us email saved their Black Friday. (And no, we don’t run their paid ads…)

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What worked:
– Smarter segmentation
– High-intent automations built for BFCM behaviour
– Creative that felt intentional, not loud or spammy

Email isn’t dead. Bad email is dead.

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A Premium Goods Brand Spent Seventy Nine Percent Less and Still Grew Sales Six Percent

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This brand competes in a niche where CPCs spike aggressively around BFCM. Instead of pushing budget into a rising auction, we rebuilt their structure and leaned into creative that matched real buying triggers.

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The result: Seventy nine percent less ad spend. Six percent more sales. MER up three hundred and fifty six percent.

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Behind the scenes, the Motion data told a clear story: their top ads weren’t just working — they were working consistently. Multiple creatives delivered 9x to 14x ROAS, CTRs sat well above platform benchmarks, and cost-per-click remained tight even with higher holiday CPMs. Click-to-cart rates ranged from 20 percent to 35 percent, showing strong intent and a landing experience that backed up the creative.

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During the noisiest week of the year, this brand proved something rare: You don’t need more spend to win BFCM. You need the right strategy.

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A Jewelry Brand Saw a 97.52 Percent Lift in Performance Max Revenue

For this brand, BFCM was a chance to pressure-test Google’s ecosystem with fresh creative built specifically for high-intent shopping windows.

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The standout metric: A ninety seven point five two percent increase in reported revenue. That pushed their BFCM Performance Max campaign to 14.58x ROAS, outperforming their already strong regular PM campaign at 12.25x.

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What worked:
– BFCM-ready assets tailored for Google
– A warm-early, convert-late funnel structure
– Unified storytelling across channels

Good creative isn’t just for paid social. It moves the needle everywhere.

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What These Wins Have in Common

The numbers are exciting, but the pattern matters more:

– Strategy over gut instinct
– Creative built around real buying moments
– Channels supporting each other, not competing
– A commitment to profitable, sustainable growth

BFCM rewards brands that prepare early, test often, and build systems built to scale — not just systems built to spend.

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Final Takeaway

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There’s no single “right” way to win BFCM but there is a right approach.

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Be intentional. Understand your numbers. Give your creative the attention it deserves.

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If you want to go into Q1 with more confidence (and less guesswork), we’d love to talk.

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👉 Book a strategy call with the team here

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