In this episode of The DTC Hotline, we unpack what actually happened during BFCM across 147 brands, representing $127M in revenue and $25M in media spend.

We break down:

• The macro story: 8–10% YoY growth, flat order volume, rising AOV, and the surge in BNPL

• Why UGC video and 3–4x more creative output became the unlock in a post-Advantage+ world

• The shock appearance of AppLovin as the #3 channel in our dataset

• The “tight window” offer strategies that outperformed month-long promotions

• How brands used novelty, micro-peaks, and parachute offers to rescue underperforming days

• Hour-by-hour media pacing: why BFCM requires real-time decision making

• Tactical stories from accounts that flipped their day by switching offers or duplicating campaigns

• The emerging pattern: more spend, more creative, less fixed cost → the only way through 2025+

Plus: Luke and Tony give their unfiltered takes on Dubai, what felt surreal, and what they learned from meeting the accelerator team IRL.

If you want the real BFCM insights—not recycled takes—this is the recap brands are using to plan 2025.

Show Notes:

• Explore the Prophit System: https://www.prophitsystem.com

• The DTC Hotline mailbag is open — email us at [email protected] to ask us your eComm questions.