Fairing

Don’t Overlook the Long Tail of Your Non-social Media BFCM Channels ?? While social media might give that final nudge, it’s the entire ecosystem of channels that drives the real results. During BFCM, a striking 55% of conversions came from non-social channels. Every touchpoint, from word of mouth to podcasts and in-person stores, contributes to the bigger picture. It’s a reminder: true BFCM success isn’t about any single channel—it’s about the collective impact of all the smaller campaigns and overlooked channels working together.

??? Word of Mouth Reigns During BFCM When it comes to influence, nothing beats word of mouth. It’s not just another “channel”—we found that it accounts for 25% of all BFCM responses, making it the top non-social source for brand discovery. From friends and family to even recommendations by your doctors or stylists, personal referrals pack real impact ?? Beyond social media ads, it’s that close-knit recommendation that often sways buyers. ?? What else is rising? Podcasts and in-person stores. Brands are pouring more into these post-pandemic, proving they’re channels worth watching. With so many paths to purchase, getting an accurate read on attribution requires looking across all these touch points.

?? Attribution 101: Social Platforms Aren't Always Telling the Full Story. Platforms love to claim credit for conversions—even if they barely touched the journey. But with TikTok, tracking is uniquely tricky. Why? The initial awareness often happens long before the conversion, leaving UTMs and links in the dust. Here’s the reality: a customer might discover you on TikTok, scroll past, and only later convert after a Google search. That makes it so difficult to measure. But that’s where tools like Fairing step in. By asking customers where they first found your brand, you can finally credit channels that might otherwise go unnoticed. Social discovery is booming, but accurate measurement is still a work in progress—Fairing brings you 2 steps forward in the right direction.

?? TikTok’s rise in BFCM? It’s not just the Gen Z effect. From our analysis of over 13 million HDYHAU responses, we're seeing a steady drop in most social platforms for BFCM reach—except for TikTok. With things like TikTok Shop fueling its popularity, this platform has become a surprising standout, especially among younger buyers. But here’s the kicker: UTMs alone aren’t capturing the full picture. In fact, we found that 90% of shoppers who said TikTok influenced their purchase didn’t show up in UTM data at all. So if you’re only tracking UTMs, you’re missing out. (P.s. we cover this in our report with TikTok, link in the comments ??????) ?? Pro tip: Use surveys as an additional (and accurate!) attribution layer to get the insights your metrics might be missing.

Want to turn BFCM buyers into loyal fans but don't know how? It’s all about knowing who they’re shopping for. In our latest webinar, we dived into how segmenting customers—like spotting the difference between gift-givers and deal-seekers—can change the game post-BFCM. It’s a simple ask, but with big results: “Who are you buying for today?” This question gives you what you need to personalize follow-ups and nudge those one-time buyers into repeat customers. Think: tailored emails, timely texts, and an approach that feels like it was made just for them. The takeaway? Capture the why behind the purchase now to build loyalty and value later.

?? While BFCM brings in a surge of new customers, their lifetime value (LTV) often falls short. Our findings revealed that during BFCM, both LTV and repeat purchase rates drop by around 20%. These customers are less likely to stick around for the long haul, which impacts overall profitability. If you’re ramping up for BFCM, here's what our data advises: it's not just about attracting new customers but finding ways to turn them into loyal ones.

After millions in ad spend, and nothing beats your friend's breathless "oh my god, I just found the coolest thing." ????

?? Timing your BFCM campaigns just right isn’t one-size-fits-all. In our recent webinar snippet, we discussed key recommendations for campaign planning based on where your brand stands in the market. If you’re a newer or highly substitutable product, consider launching early to capture those early shoppers. But if you’re a market leader with loyal customers, building anticipation might be your best move. One tip we keep emphasizing: capture post-purchase data during BFCM—it’s peak data season with insights extending well beyond “How did you hear about us?”

Overheard from an ecommerce marketer: "Got a sudden spike in traffic from our Instagram profile last week. First thought: 'Better double down on those IG ads!' Thankfully, I had a post-purchase survey in place. Turns out, a TikTok influencer was raving about us and sending people over to our Instagram link." A little insight can save you from big assumptions. Good for them for trusting real-time feedback -- right from their customers ??

?? Get a glimpse into the report with snippets from our webinar Did you know that you need to start your BFCM efforts early? BFCM shopping doesn’t start on Black Friday—it kicks off ten days before! In our webinar, we revealed insights from analyzing 400,000+ orders across brands. We found that 50% of brands experienced a 25%+ revenue spike by November 14th in 2023, 10 days before the official date. That means many BFCM buyers are already in holiday-shopping mode well before the “big day.” Curious about the rest of our findings and what they mean for campaign timing? Stay tuned as we continue to unpack data-driven insights to help you plan better and maximize this BFCM.