The DTC Playbook for BFCM 2025 (Part 2): How Smart Brands Win Q4 Without Wrecking Q1 - The Shopify Growth Show (#21)

The Shopify Growth Show

Most brands focus on what works in November. Smart brands plan for what happens in January. In Part 2 of our Black Friday Growth Series, Jim Huffman shares the strategic lens every DTC operator should adopt before running another BFCM campaign.

Following up on the tactical BFCM episode, Jim goes deeper — exploring the downstream effects of your Q4 strategy and how to win long-term. He covers what separates high-ROI brands from revenue-chasers, how to evaluate customer acquisition quality during peak season, and how to balance margin, brand, and lifetime value when everyone else is just trying to “make noise.” This isn’t about bigger discounts. It’s about smarter growth.

TOPICS DISCUSSED IN TODAY’S EPISODE

• The biggest mistake brands make during BFCM
• How to set Q4 goals that don’t backfire in Q1
• Why who you acquire in Q4 matters more than how many
• Offers that build loyalty vs offers that attract deal-chasers
• How to use BFCM for email growth and long-term leverage
• The mindset shift that separates pro operators from seasonal brands

Resources:

• Growth Marketing OS (Operating System)
• GrowthHit
• Jim Huffman website
• Jim's Linkedin
• Jim's Twitter
• The Shopify Growth School

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