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Good morning,
Here’s what you’ll find in today’s DTC:
You’re reading this newsletter along with new subscribers from: Veritree, Showpo, and NOPE & CO. 👋
🧠 Get Inside A Winning BFCM Mindset. Here’s How EZ Bombs Crushes Peak Season
Black Friday/Cyber Monday (BFCM) is here, and the pressure is on. But there’s no need to panic.
👀 Get a behind-the-scenes peek at how fast-growing brands tackle the Q4 chaos while staying agile, calm and in control.
🔥 Join Klaviyo this November 12, 2025 at 12 p.m. EST for a fireside chat that deep dives into how EZ Bombs navigates BFCM while staying cool under pressure… and how you can too.
Ben Amaya, Director of Marketing for EZ Bombs, brings insider insights on:
A great strategy is key to BFCM, but the right execution is what sets you apart.
Get a winner’s mindset.
* sponsored
💰 Timing Your Discounts For BFCM
Promotions are starting earlier, but the biggest buying moments still happen around Black Friday and Cyber Monday (BFCM).
Here are some key BFCM insights from Particl:
The Pilothouse Meta team recommends using last year’s promo rhythm as your baseline when planning 2025 discounts.
However, tariff pressures in 2025 may make aggressive early discounting less profitable.
In that case, move your BFCM launch up by about a week, not to discount earlier, but to build creative momentum and scale budget efficiently during peak purchase windows.
This year, searches for ‘Black Friday’ have been steadily rising since the end of September and peaked on Oct 30th, almost a week earlier than last year. 😮
What this means: Consumers are eager for the shopping holiday to begin and are on the hunt for deals earlier.
Brands that already have BFCM content and landing pages live will be found first, so take advantage of this uptick in interest to start teasing what’s coming or already live!
🔢 Boost CVR with Meta’s New Optimize Website Destination Feature
In paid social, every ad dollar counts and Meta just rolled out a new feature designed to make each click work harder.
It’s called Optimize Website Destination, and it automatically sends users to the page where they’re most likely to convert, even if it’s not the exact landing page you set.
How it works:
Instead of sending all traffic to a single URL, Meta will choose between your homepage, product page, or collection page, depending on where it predicts each user will engage and purchase.
Pilothouse shares that this can be a major win for brands that have limited post-click testing resources.
How to Check If You Have The Feature
Why It Matters
If your goal is to test specific user flows or creative-driven landing pages, you may still want to run manual A/B tests.
But for broader campaigns focused purely on conversions, this feature is worth enabling.
Head into your account today to see if it’s available.
❌ Fix These YouTube Targeting Mistakes to Stop Wasting Money Building Top of Funnel Awareness
Dougie, Head of the Google team at Pilothouse, unpacks how DTC brands can use YouTube advertising more strategically, especially when trying to build awareness and capture new demand before peak periods such as BFCM.
In this episode, we dive into:
▶️ Watch the full episode on YouTube here.
🎧 Or click here to listen on Spotify.
SSENSE Owes Millions To Fashion Brands
Luxury Canadian e-tailer SSENSE has filed for bankruptcy protection, leaving hundreds of fashion brands unpaid.
Court filings show they owe $93 million to brands such as Jacquemus, Amiri, Maison Margiela, and Acne Studios.
SSENSE says it’s focused on “rebuilding trust” and supporting emerging designers, but for now, many are still waiting to be paid.
💥 Act fast to get 1,000 free ads for Black Friday! Cuttable uses AI to turn your old assets into high-performing ads and has helped brands triple ROAS on Meta. Claim your free ads from Cuttable here! *
* sponsored
📥 Got a B2B Biz?
Join dozens of B2B companies finding demand-gen success through our niche community of 150k brand leaders and founders this year. Talk to our team to learn more.
DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
Please note that items in this newsletter marked with * contain sponsored content.
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