How did your Black Friday and Cyber Monday go this year?

How did your Black Friday and Cyber Monday go this year?

I've been seeing a lot of posts on X about sales dropping compared to last year.

Everyone's pointing to the tariffs and the general decline in interest around BFCM.

Honestly, there’s probably some truth to it.

A few weeks before the sales, I heard about all of these factors... and I knew they would likely affect sales.

But I chose not to focus too much on all that noise.

Simply because worrying about them doesn't change anything.

I can't control the tariffs. I can't make consumers suddenly care more about Black Friday.

And BFCM happens whether you prepare for it or not.

You'll see a massive spike in demand. More people will flood your store.

And if you've put in the work beforehand, you'll definitely make significantly more money.

Sure, maybe "consumer sentiment" (or whatever metrics they use) dropped by 10% compared to previous years.

But who cares?

If you've been growing steadily throughout the year, you're still going to see major YoY gains.

That's why before the peak days, I reminded my team to focus on what we can control:

Stay in constant communication with our clients.

Keep a close eye on every account.

Do the work we're already great at.

Basically:

Just do our job at the highest possible level and let the results speak for themselves.

And we ended up having an incredible BFCM.

A bunch of our clients broke their all-time sales records.

On Google specifically, we helped many brands grow well beyond last year's numbers.

The growth exceeded even their own projections in some cases.

I wanted to share this because I think it shows that...

If things didn’t go well this year, it might be more related to execution than external circumstances.

As long as you stay focused on the right things, you will win even when the odds aren’t in your favor.

I'm genuinely proud of what the team pulled off here.

But we've still got a lot of work ahead of us over the next few weeks.

Right now, we need to prepare every account for what comes after BFCM. 

This is the period where demand typically falls off and ROAS starts tanking.

If you don't set up your account properly for this shift, you're going to burn through a lot of budget.

Plus, we've still got Christmas coming up, then New Year's, and then Q5.

There's plenty left to do before we can wrap up the year.

And I'm going to send out a few emails to help you handle this final stretch.

Talk soon.

Jackson

CEO & Founder of Echelonn

P.S.

If you want help preparing your accounts for the post-BFCM period… so you can finish the year strong and set yourself up for success in 2026:

Grab a consult call with us here.

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