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đď¸ Adobe forecasts a $275 billion holiday season
Adobe expects U.S. online holiday sales to reach $275.1 billion, up 6.7% YoY, across November and December.
The five days from Thanksgiving through Cyber Monday are forecast to bring in $47.5 billion. Black Friday sales are expected to grow faster than Cyber Monday sales, although Monday should remain the biggest online shopping day.
Adobe expects mobile to account for 57.4% of holiday online spending, and shoppers to use discounts to stock up on essentials alongside gifts.
For BFCM planning, that makes your mobile buying experience and stock-up offers worth a closer look. Consider how bundles can serve both the gift buyer and the customer replenishing their favorites.
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đ Google is answering searches for your brand
SEO operator Chris Long found AI Overviews appearing for 93 of the 100 enterprise brands he tested in a quick scrape using SerpApi. He also spotted them for smaller companies.
Thatâs his sample, rather than a Google-wide rollout figure, but it gives brands a reason to check their own search results.
An AI-generated summary could answer shoppersâ questions before they click through to your site. It can also draw on external sources, giving reviews, third-party coverage, and competitor comparisons more visibility.
Try this: Search your brand name and key branded queries. If an AI Overview appears, check its claims and cited sources, then monitor branded clicks and CTR in Search Console.
đ¨ Shopify lets merchants talk their way through a redesign
Shopify is rolling out Canvas, a visual workspace that displays store pages together and lets merchants make design changes by chatting with Sidekick.
Adjust elements directly, then see changes appear in real time. Sidekick can handle individual sections or coordinated changes across the store, with previews for different products, collections, and screen sizes.
This could make it easier to prepare holiday pages and check consistency across the shopping journey.
đ ChatGPT adds a fitting room
ChatGPT now offers virtual try-on for clothing and accessories.
Shoppers can select âTry onâ from a product listing, upload a selfie, and generate an image of how the item could look on them. They can also upload a clothing image directly and save products to revisit later. The features are available on mobile and web.
For apparel brands, shoppers can now preview a look before visiting your store. OpenAI cautions that generated images may be inaccurate and donât guarantee fit or size, so clear measurements, product details, and return policies still matter.
đĄ Nine creative formats to test before BFCM
BFCM is a bad time to discover your ad account only has one or two creative styles doing all the work.
âPilothouse recommends preparing several formats before the rush so you can test different ways to present the same product and offer.
Here are nine to have in the mix:
â1. Catalog Frames
Add custom PNG borders to your product catalog with clear BFCM offer callouts. This lets you apply the same promotional treatment across a larger assortment without rebuilding every ad.
2. Behind-the-Scenes Warehouse Footage
Use raw phone clips of orders being packed, products moving through the warehouse, or your team preparing for the rush. Pair the footage with a clear offer or a real shipping cutoff.
3. Product-Focused Statics
Keep these simple: a clean hero product shot, the main product benefit, and the sale price or offer.
4. UGC Videos
Use creator unboxings, product demos, or reactions with the BFCM offer worked into the video. Keep the product and promotion obvious early in the creative.
5. Top Video Iterations
Go back to your strongest video ads from the year and build BFCM versions. Add a promo banner, update the opening hook, or swap in the holiday offer while keeping the winning core intact.
6. Grid and Panel Statics
Combine a product or lifestyle image with detail shots and a dedicated offer panel. Grids can also show several products, bestselling options, or a gift bundle in one frame.
7. GIFs
Use short loops with changing text, rotating products, or subtle movement to surface the offer without producing a full video.
8. Lo-Fi Overlays
Add text bubbles, phone notes, handwritten callouts, or simple offer labels to existing product or UGC shots. Keep the product visible and make the promotion easy to read on a phone.
9. Memes
Build the joke around the product or shopping moment, then make sure the offer is still easy to find. Track purchases alongside engagement so you can tell whether the meme is attracting customers or just reactions.
Before building everything from scratch, review your strongest creative from the past 12 months and identify which of these formats you can adapt.
đ§ What will you do the morning after Black Friday?
Once your BFCM creative goes live, how will you decide what to change?
On Ad-venturous, Aves shares the process she uses to make creative decisions during Black Friday weekend, when some of the accounts she works on can spend six figures in a single day.
Her first move is to look beyond which creative generated the most revenue.
She digs into the ads getting the most spend, clicks, comments, and engagement, then looks at who is responding to them and what customers are saying.
One of the biggest opportunities can be creative attracting plenty of attention without producing enough purchases.
Sometimes the creative needs another iteration. Other times, the problem could be where that traffic is landing.
An entertaining ad that barely explains the product and sends shoppers to a busy homepage could create unnecessary friction.
âśď¸ Watch here | đ§ Listen on Spotify
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