It’s only a few days until BFCM, and everyone’s hair is a little lot bit on fire, so I’ll keep this short.
We’ve been recruiting more Nerds to help create content for us, to share their wisdom + experiences, and the content is GOOD.
New nerds:
Cherene Aubert (SVP of Digital & Ecomm @ ILIA Beauty)
Paul Blum (Chairman of Ember Co., fmr. CEO @ Juicy Couture, Kenneth Cole, and David Yurman)
Sarah Levinger (DTC Consultant, Founder @ Tether Insights)
More to come…
Before You Hit Send on Your BFCM Campaigns, Read This (by Sarah Levinger)
Sarah broke down some last-minute takes about BFCM angles, and makes 5 super insightful recommendations/observations:
Spending Behavior: Customers aren’t revenge spending. They’re “revenge saving.”
Communication, pt 1: Mental health is the infrastructure… of Everything.
Buying Behavior: Loss-Mode Buyers vs. Gain-Mode Buyers (AKA Why Some Shoppers go HUGE when they feel broke).
Keeping it Real (Really): Trust is low. STOP FAKING URGENCY!
Communication, pt 2: Stop re-running BFCM 2024. Ask people how they feel RIGHT NOW.
Sarah goes in-depth on each of these points—and they’re worth considering in your campaigns (even though we’re coming up to to launch mode).
How SKIMS Is Pushing CRO (and PDP/PLPs) Forward (by Dave Swendeman)
Honestly, I knew diddly-squat about SKIMS before writing this, but I decided to spend a few hours looking into SKIMS’ website and trying to figure out what they’re doing right.
And they’re doing a lot right.
Tons of little, subtle UI and design moves that draw the eye and pull it toward the all-important purchase.
I’d love a psychologist to break this stuff down, too… anyone know an Ecomm Psychology expert?
Marketing Q4 2025: Diversified, Flexible, and Focused (by Paul Blum)
In case y’all didn’t know, Paul Blum is a legitimate OG, and he’s been in retail/Ecom for 35 years, starting at Kenneth Cole. Now, he runs Ember Co., providing advice and investments for brands.
This is Paul’s TLDR read on the market for this Q4, and (we’re not biased or nothin’ but) it’s worth a scan and share.
If Paul’s writing it, you should be reading it.
GOOD LUCK.
ENOUGH CONTENT PROMOTION.
HAVE AN INCREDIBLY AWESOME BFCM, EVERYONE!
Until next month,
Dave (Jr. Nerd)
