BFCM Breakdown: How Top Brands Won Black Friday with Strategy, Not Just Sales

About this episode

Brett Curry and top strategists analyze the surprising outcomes of Black Friday 2025 and provide insights for future holiday marketing strategies.

Black Friday just got more interesting. While most brands were bracing for skyrocketing ad costs and fierce competition, something unexpected happened during BFCM 2025—and it's reshaping how smart brands should approach next year's holiday season. In this jam-packed episode, OMG Commerce CEO Brett Curry sits down with four of the agency's top strategists—spanning Google, YouTube, Amazon, and retention marketing—to dissect what actually worked (and what flopped) during one of the most surprising Black Friday weekends in recent memory. You'll also get the 2026 prep checklist, including why AI is about to eliminate every excuse you have for not planning year-round promos, how to break down channel silos that are costing you sales, and the exact timing strategies that separated winners from everyone else. Whether you crushed it this BFCM or are wondering where you went wrong, this episode gives you the data, insights, and tactical playbook to make next year your best yet. Featured experts: Bill Cover, Google & YouTube Director Luba, Amazon ABM Strategist Barry Bowman, Amazon Ads Specialist Nick Flint, Retention Marketing Director — Sponsored by OMG Commerce - go to…

People in this episode

Host: Brett Curry

Guests: Bill Cover, Luba, Barry Bowman, Nick Flint

Topics covered

• Black Friday
• eCommerce strategy
• holiday marketing
• advertising costs
• AI in marketing
• channel silos
• retention marketing

Keywords

• Black Friday 2025
• eCommerce
• marketing strategy
• ad costs
• AI marketing
• channel strategy
• holiday season

Sponsors

OMG Commerce

Mentioned in this episode

Organizations: Google, YouTube, Amazon, Amazon Ads, Retention Marketing

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