Maximise BFCM profit, not just revenue

What was our total revenue and gross margin across Black Friday and Cyber Monday last year, and how did margin compare with the four weeks either side?

Split last year's Black Friday buyers by discount dependency: never discounted, occasional, and promotion only.

How many customers who bought at full price in the six weeks before BFCM also bought during it, and what did that cost us in margin?

How is this Black Friday tracking against the same day last year on revenue, gross margin dollars and discount depth?

Compare this BFCM with last year across revenue, gross margin dollars, discount depth, new against returning, and return rate.

Compare customers acquired during BFCM last year with customers acquired in a normal month: repeat rate, average order value, twelve month value and return rate.

Which acquisition channel brought the highest quality BFCM customers, measured on twelve month value rather than first order revenue?

Which of my existing customers are sitting in my paid acquisition audiences right now? Build me a suppression list so I stop paying to reach people I already have.

Who are we acquiring right now, and do they look like last year's high value cohort or the promotion only buyers?

What did it cost to acquire each BFCM customer by channel, and what is each cohort projected to be worth over twelve months?

Show me the cohort that bought at full price two years ago, bought on discount last year, and has only bought on promotion since. How big is it and what is it costing us?

Which lapsed customers have the highest reactivation propensity, and what is the shallowest offer likely to bring them back?

Which of my highest value customers are going quiet ahead of BFCM, and what are they worth over the next twelve months?

Which high value customers have not opened or bought yet this week? Build the audience for a targeted second wave.

Of the lapsed customers we reactivated this BFCM, which have already gone quiet again? Build the December follow-up audience.

How is current season stock trading? Flag anything with sell-through that will not clear before BFCM.

Which lines genuinely need a BFCM discount to clear, and which will sell through at full price if I put them in front of the right people?

For the products that do not need discounting, who are the customers most likely to buy them at full price in November?

Which lines are selling faster than forecast right now, and which customers would buy the ones that are not moving?

Which lines still have not cleared after BFCM, and which customers would buy them in December at full price?

Model this BFCM at three offer depths: 20 per cent sitewide, 30 per cent sitewide, and tiered by category. What does each do to gross margin dollars?

Who should I exclude from the BFCM discount? Build me a suppression list of high propensity full price buyers.

Which customers bought a gift last BFCM, based on a different shipping address or an out of profile category, and how should I treat them this year?

Is any segment converting at a discount deeper than it needed? Show me where I can pull the offer back.

What did each discount tier cost in gross margin dollars, and which tier was unnecessary?

Build the segments for my four tier BFCM plan and push them to Klaviyo, Meta and Google Ads.

Set a holdout group for each BFCM audience so I can measure incremental revenue rather than attributed revenue.

Turn this into a sequenced plan with projected revenue and margin, and a scorecard I can track through the event.

How is BFCM tracking against plan right now: revenue, margin dollars, discount depth, and new against returning?

What did each BFCM audience drive in revenue and margin against its holdout?