Spoiler Golf · Rosewater Growth · BFCM 2026 game plan
Spoiler Golf BFCM 2026 Game Plan
The BFCM 2026 playbook with Spoiler Golf's own numbers, calendar and creative schedule in every tab where they apply.
Black Friday is Friday November 27, 2026. The public offer goes live Monday November 23; the first creative kit is due Wed Oct 7.
Last holiday window $29,887 at $93 · Jun to Sep 2026 $66,899 at $231 · Ro ships first week of Oct · Public offer Mon Nov 23 · BF Fri Nov 27 · CM Mon Nov 30
00 · The season
Spoiler Golf BFCM 2026: the season on one curve, against the industry benchmarks
Black Friday is Friday November 27; the public offer goes live Monday November 23. Spoiler Golf's own curve and numbers against the benchmarks, and what we do about each.
00.1
The season as one curve: last year's Meta shape, the industry season, and Spoiler Golf's dates
Shopify is not connected, so last year's curve is Meta purchases per day by window (six windows, Motion), laid onto the 2026 calendar. Under it, the industry demand index with Spoiler Golf's windows marked. Every date in this plan is placed against the second curve; the table under it puts Spoiler Golf's own numbers next to the benchmark and says what we do about each one.
Spoiler Golf last year on Meta: purchases per day, window by window
Motion, Oct 15 2025 to Jan 10 2026, 7-day click / 1-day engaged view, shifted +364 days. Steps are window averages, not daily data. The Cyber Five step is 20 purchases in five days on $2,220.
Meta purchases per day, last year by window, aligned to 2026 weekdays
The industry season with Spoiler Golf's windows on it
Index, not dollars: Black Friday 3 to 5x a normal day, the weekend about 2x, Cyber Monday just under Friday, the cutoff plateau, the Christmas trough, the Q5 rebound. Dots mark Spoiler Golf's 2026 windows.
Industry demand index (1.0 = normal October day)
00.2
Spoiler Golf against the industry benchmarks, and what we do about each
Signal
Spoiler Golf (Meta)
Industry benchmark
The 2026 plan
Cyber Five vs a typical November day (Meta purchases)
1.6x (4 vs 2.6 a day)
Black Friday 3 to 5x
Budget at 2.5 to 3x a normal day, loaded Thursday night; the offer public from Mon Nov 23 with the creative already live
Last year's window CPA vs this year
$93 vs $231 (Jun 1 to Sep 23)
$180 CAC target
Run today's scale at last year's efficiency: the offer, the list first, and 40 to 60 offer statics
Q5 CPM vs early December
$16.33 vs $24.75 (34% lower)
CPMs 14 to 23% lower after Christmas
A funded Q5 window from Dec 26 ("actually, become a better putter") at the year's cheapest CPMs
Add-to-cart rate (add to cart / landing page views)
3.5% Sep vs 6.3% last winter
the step an offer moves
The offer test in October (H1, H2) judged on this step, not on click rate
Cart to purchase
21% Sep, 21% last winter
one in five carts becomes an order in Cyber Week
Closing creative (proof, guarantee, final hours) reaches the cart pool inside the consolidated structure
Offers run to date
One: "$50 off any Spoiler putter", Nov 26 2025
80% of ~3,000 brand sale offers are 25% or deeper
The number is set against margin; the shape (in the box, the guarantee, a dollar figure) is the October test
Category holiday offers
Putter brands: none. Hard goods median 30%, "up to" 50%
Median sale offer 25% or deeper
A premium putter brand that runs a real, plainly stated offer has the category to itself
Hourly revenue shape
not measurable until Shopify is connected
Black Friday 7 to 10am PT, Cyber Monday 5 to 8pm PT
Pace to the industry curve; connect Shopify before Nov 20 so the pacer runs on your own hours
Spoiler Golf figures from Motion at the account's 7-day click and 1-day engaged view setting: Oct 15 2025 to Jan 15 2026 for last year, Jun 1 to Sep 23 2026 for this year. Benchmarks from published 2024 and 2025 industry datasets (sources on the playbook).
Last holiday window (Meta)
$29,887
320 purchases at $93, 3.21x
Cyber Five 2025
$2,220
20 purchases at $111; the $50-off static ran 3.76x
This year, Jun 1 to Sep 23
$66,899
290 purchases at $231, 1.34x
September 1 to 23
$15,504
65 purchases at $239; add-to-cart 3.5%
Ro mallet ships
first week of Oct
pre-order live at $338; launch window Oct 14 (TBC)
Public offer live
Mon Nov 23
batch submitted Fri Nov 20; CDM kit approved Nov 21
Black Friday
Fri Nov 27
budget 2.5 to 3x, loaded Thu 9pm PT
Cyber Monday
Mon Nov 30
a different shape, not a repeat
00.3
Why the season is won before Black Friday
The sale is a ten-week season, not a weekend. In 2025 there were 22 separate $3B+ online days before Cyber Week even began, and the first 8 days of the 12-day sale window carried 52% of its sales. The offer ladder opens in October and goes public on the Monday, not the Friday.
Half the sale now comes from people you already have. Owned channels carried 42% of BFCM sales and the new-customer share of revenue fell from 60% to 48% across 33,000 stores. The list that shops first is the cheapest revenue of the season.
Creative decides the CAC; the offer decides the margin. "Offer only" was the best-performing hook class in the holiday window (9.3% hit rate) and roughly 5% of ads become winners, so four reliable winners need 40 to 60 launches. Depth is a margin decision: at 30% off a $100 order the sale has to clear 2.33x, not 1.67x.
The cheapest days of the year are after Christmas. Meta CPMs run 14% below the week before Christmas and 23% below early December in the week after it, while 70% of consumers say they shop that week.
00.4
What the account has told us
Last year the window paid, without a plan. Oct 15 2025 to Jan 15 2026 ran $29,887 at 3.21x and $93 a purchase on the old Advantage+ structure at $250 to $470 a day, with Q5 the cheapest CPM of the season ($16.33). One static carried an offer. The season shape is real for this brand; it has just never been funded or built for.
This year the ads work and the close does not. Outbound click rate has sat above 2% every month since June and add-to-cart moved from 2.6% in August to 3.5% in September; cart-to-purchase is 21%. September CPA is $239 against $318 in August after the consolidation. The step an offer moves is the one that is lagging.
The only offer ever run was a dollar figure, and it worked. "$50 off any Spoiler putter" (Nov 26 2025): 22 purchases on $2,834 at 2.11x across the window, 3.76x inside the Cyber Five on a small read. On a $318 to $338 single-item basket a dollar figure is the honest framing; the hypotheses on the offer tab start there.
01 · The calendar
The calendar: nine peaks and the day each ad window goes live
Black Friday is Friday November 27, 2026; the public offer goes live the Monday before.
pre-order live at $338; launch window Oct 14 (TBC)
Public Black Friday offer
Mon Nov 23
CDM has Thu Nov 26; the Monday open is the recommendation
Early access
Nov 20 to 22
list, site visitors and engagers; 8 assets in the CDM
Black Friday
Fri Nov 27
budget 2.5 to 3x, morning-led
Ground order-by
~Dec 15 to 19
UPS ground, three business days; carrier date TBC
Q5 window
Dec 26 to Jan 10
CPMs 24% under early December last year
01.1
The season as one curve: the industry shape
Daily demand indexed to a normal October day, built from the published multipliers (Black Friday 3 to 5x, the weekend about 2x, Cyber Monday just under Friday, the cutoff plateau, the Christmas trough and the Q5 rebound) and the 2025 shape of our own accounts. Each moment is a peak the ad windows are timed to.
The nine peaks on one line
Index, not dollars. Your game plan shows the same curve in last year's real revenue.
Demand index (1.0 = normal October day)
01.2
Every window on one calendar
Your windows (purple: the Ro pre-order is live, the rest are proposed), the recommended Meta ad windows (red, gold, green) and the fixed calendar dates. Hover any bar for its dates and what runs in it.
Hover any bar for its dates and what runs in it. Dashed verticals are the fixed calendar dates; the shaded bands are the Cyber Five and Q5. Scroll sideways on smaller screens.
Purple bars are Spoiler Golf's own windows from the October Creative Demand Model and spoilergolf.com; there is no promo calendar on file yet, so the purple bars after the Ro pre-order are proposed, not booked. Red, gold and green bars are the recommended Meta ad windows: the dates a batch of ads built for that moment goes live and comes down.
Calendar notes. There is no promo calendar on file for Spoiler Golf yet, so the purple bars after the Ro pre-order are the shape we recommend, not bookings. The Ro center-shafted mallet is on pre-order at $338 (right hand, Stealth, 34 or 35 inches) and ships the first week of October: that is the October brand moment, and it lands before CPMs climb. The October Creative Demand Model already carries early access (kit Nov 15, live Nov 20) and the Black Friday main event (kit Nov 21, live Nov 26); the playbook opens the public offer on Monday Nov 23 for two more selling days before feeds fill on Thursday, so the go-live sheet shows both and Dan picks. Cyber Monday needs a different shape from Friday (the list sees both three days apart). December has no window on the calendar: the gifting window (Dec 2 to 16), the order-by date (UPS ground, three business days, so roughly Dec 15 to 19) and the e-gift card from Dec 18 are the ones to add. Klaviyo access is still outstanding, and early access needs a list to send to.
Each bar is an ad window: the dates a batch of ads built for that moment goes live and comes down. Dashed verticals are hard calendar dates; the Dec 17 ground cutoff is the 2025 USPS date and should be swapped for the 2026 one when USPS publishes it (expected late September). Evergreen stays live the entire time: the sale runs inside the consolidated structure, not instead of it.
The whole Cyber Five sits inside November this year. Black Friday is Nov 27 and Cyber Monday Nov 30, so November absorbs the full weekend and December starts on the extension day. Monthly forecasts and pacing targets need to reflect that.
The money starts before Thanksgiving. In 2025, US online spend from Nov 1 to Nov 23 was $79.7B with 22 separate $3B+ days before Cyber Week even began; the first 8 days of the 12-day sale window carried 52% of sales. The offer goes public on Monday Nov 23, not Friday.
Black Friday still runs 3 to 5x a normal day. Median daily spend stepped up 35% from Thanksgiving to Black Friday, fell 18% across the weekend and rose 5% on Cyber Monday; media efficiency followed the same shape. Budget is concentrated on Friday and Monday, not spread flat across the month.
Q5 is the cheapest inventory of the year. Meta CPMs run roughly 14% lower in the week after Christmas than the week before and 23% lower than early December, while 70% of consumers say they shop that week. The Q5 ad window is planned in November, not improvised on Dec 26.
01.3
Nine peaks from now to mid-January
The highest-performing brands in Q4 treat the season as a series of moments, each with its own offer, creative batch and go-live date. This is the frame your calendar below is built on.
1October brand moment
Oct 5 to 26
A product drop, anniversary or category day. Sitewide, no code. Keeps acquisition efficient before CPMs climb.
2Pre-BFCM list building
Nov 9 to 19
Early-access sign-up ads and gift guides. Emails captured in October and November carry the highest three-month value of the year.
3Early Bird / Veterans Day
Nov 6 to 11
A good deal, deliberately not the best. Above 20%, below Black Friday. Lets early shoppers buy while sizes and colors are in stock.
4Early access
Nov 19 to 22
The list shops the Black Friday offer first. Owned channels drove 42% of BFCM revenue in 2025; this is where the list is paid back.
5Black Friday
Nov 23 to 29
The strongest sitewide offer of the year, public from Monday. Peak budget on Friday.
6Cyber Monday
Nov 30 to Dec 1
Same depth plus a reason to come back: a gift with purchase, a bundle tier, "the sale just got bigger". Second budget peak, evening-weighted.
7Holiday gifting
Dec 2 to 16
Gift guides, bundles, "arrives by Christmas". Lighter discount, higher AOV.
8Shipping cutoff
Dec 10 to 24
The order-by date is the ad. After ground cutoff: expedited, then e-gift cards.
9Q5
Dec 26 to Jan 10
New year, self-gift, gift-card redemption, clearance. Lowest CPMs of the year; most competitors pull back.
01.4
The Meta go-live sheet
Every ad window has a build date (creative final), a submit date (72 hours before go-live so review cannot delay it) and a live date. Dates are the same for every brand we run; the offers and creative inside them are not.
Ad window
Creative kit approved (5 days before live)
Submitted to Meta (3 days before live)
Go live
What is in it
Teaser + gift guide
Wed Nov 4
Fri Nov 6
Mon Nov 9
Teaser Reels (no discount shown), gift-guide carousels, "the list shops first" sign-up ads. Runs to broad; builds the retargeting pool.
Early Bird / Veterans Day
Sun Nov 1
Tue Nov 3
Fri Nov 6
Offer statics at the Early Bird depth. Ends Wed Nov 11 at midnight.
Early access
Sat Nov 14
Mon Nov 16
Thu Nov 19
Black Friday offer, to email/SMS list, site visitors and engagers only. Public sees "sign up to shop first".
Black Friday public
Wed Nov 18
Fri Nov 20
Mon Nov 23
Full sale batch live: hero offer statics, color and framing variants, winner-with-sale-wrapper cuts, catalog ads with sale tiles, founder to camera.
Black Friday peak
Fri Nov 27
Budget 2 to 3x a normal day. No structural edits. Watch by the hour (tab 05).
Final hours
Tue Nov 24
Tue Nov 24
Sun Nov 29, 5pm PT
"Ends tonight" / "final hours" statics. Reused Mon Nov 30 evening and Tue Dec 1 as "extended, final day".
Cyber Monday
Wed Nov 25
Wed Nov 25
Mon Nov 30, 12am
"Just got bigger" creative: GWP, bundle tier or added SKUs. Budget second peak; heaviest 5 to 9pm PT.
Extension
Tue Dec 1
24-hour extension ("we extended it"), then the offer comes down. Giving Tuesday angle if the brand has one.
Holiday gifting
Fri Nov 27
Fri Nov 27
Wed Dec 2
Gift guide carousels, bundles, "arrives by Christmas" statics, gifting UGC. Lighter offer, AOV-led.
Order-by countdown
Sat Dec 5
Mon Dec 7
Thu Dec 10
Statics with the literal date. Swap the date daily from Dec 14. Expedited shipping offer from Dec 18.
E-gift cards
Sun Dec 13
Tue Dec 15
Fri Dec 18
"Instant delivery" gift card statics. The only creative that keeps working through Dec 24.
Q5
Mon Dec 21
Mon Dec 21
Sat Dec 26
New year and self-gift angles, "spend your gift card", clearance grid. Fresh assets, not November leftovers.
House rule: the kit (final assets, copy, landing page) is approved five days before go-live and submitted to Meta three days before, so review never delays a launch. Your game plan turns this sheet into a per-ad window briefing schedule with ad counts by persona lane.
01.5
What last year looked like on Meta
Spoiler Golf's own holiday window from mid-October 2025 to mid-January 2026, as Meta reports it: the shape every date above is placed against, at a third of today's spend.
Oct 15 2025 to Jan 15 2026 (Meta)
$29,887
320 purchases at $93 · 3.21x
Cyber Five 2025
$2,220
20 purchases at $111 · 2.50x
Typical November day
2.6 purchases
Nov 1 to 26 average; $243 a day
Cyber Five vs a typical day
1.6x
4 purchases a day on $444 of spend
Q5 CPM
$16.33
vs $24.75 Dec 2 to 17
Offers in the window
1
"$50 off any Spoiler putter", Nov 26
01.6
Last year's holiday window on Meta, window by window
Window
Spend
Spend / day
Purchases
Purchases / day
CPA
ROAS
CPM
Add to cart / LPV
Cart to purchase
Oct 15 to 31
$2,843
$167
42
2.5
$68
4.91
$24.34
7.4%
25%
Nov 1 to 26
$6,331
$243
67
2.6
$94
3.27
$20.96
5.4%
22%
Cyber Five, Nov 27 to Dec 1
$2,220
$444
20
4.0
$111
2.50
$26.72
8.4%
17%
Dec 2 to 17
$7,568
$473
77
4.8
$98
2.86
$24.75
7.1%
18%
Dec 18 to 25
$3,290
$411
33
4.1
$100
2.91
$24.71
6.6%
20%
Q5, Dec 26 to Jan 10
$5,795
$362
57
3.6
$102
2.96
$16.33
5.4%
20%
Motion, 7-day click / 1-day engaged view, the account's setting. Tinted against the full-window CPA and ROAS. Purchases and revenue are Meta-attributed; Shopify was not connected.
The window built through December rather than peaking on Black Friday. Spend stepped from $167 a day in late October to $473 a day in Dec 2 to 17, and purchases per day followed (2.5 to 4.8). The Cyber Five was 1.6x a November day at $111, not the 3 to 5x the industry runs, because there was one offer static and no early access.
Efficiency held all the way through Q5. CPA sat between $68 and $102 in every window, and the Q5 CPM of $16.33 was the cheapest of the season. A funded Dec 26 to Jan 10 window is the most reliable lever on this calendar.
The one offer static is the best evidence for the whole plan. "$50 OFF" ran 3.76x inside the Cyber Five on $499 (7 purchases, a signal) and 2.11x on $2,834 over the window. It is on the swipe file below with the ads that ran alongside it.
01.7
What ran in the window last year
Creative
Format
Launched
Spend
Purchases
CPA
ROAS
Existing | Lead Edge Roll Explainer
video
2026-01-25
$11,134
116
$96
3.18
New Span | Dif. Pure. | riv lp
video
2025-09-03
$6,651
72
$92
3.26
Flexible | Dif. Pure | home lp
image
2025-05-28
$3,243
32
$101
2.95
$50 OFF
image
2025-11-26
$2,834
22
$129
2.11
Best. Testimonial | roll dif | home lp
image
2025-08-20
$2,135
29
$74
3.94
Stupid Good
image
2025-10-13
$1,175
18
$65
4.64
Roll
video
2024-08-19
$842
12
$70
4.31
Best Putter 2025
image
2026-01-04
$455
9
$51
6.27
Rotate Vid | Here | product lp | existing
effectivePost
2025-07-15
$425
2
$213
1.23
Best Putter
image
2026-01-04
$266
0
-
0.00
Motion, Oct 15 2025 to Jan 15 2026, top 10 creatives by spend. Tinted against the window CPA and ROAS. The Lead Edge Roll explainer carried a third of the spend at $96; the offer static is fourth.
Meta reports in Pacific at the account's 7-day click and 1-day engaged view setting; every figure on this page is Motion's read of that account. Shopify is not connected to Rosewater yet, so there is no order-level or hourly revenue view.
02 · The offer
The offer: what the market ran, the ladder, and the number to decide against margin
Shoppers now expect 25 to 30%+; the number is set against margin in October, and Spoiler Golf's hypotheses are at the end of this page.
7 purchases on $499; 2.11x on $2,834 over the window
Average order (Meta)
$310
on a $318 to $338 line: one putter per order
Golf hard goods, median depth
30%
"up to" median 50%; closeout retail sets the deep end
Premium putter brands naming a %
None
LAB, Scotty Cameron, Evnroll, Bettinardi, Odyssey: zero in the window
Offers at 25% or deeper
80%
of ~3,000 brand sale offers, 2024
30% off is the floor of credibility, not the aggressive end. Four in five sale offers last year were 25% or deeper and the market average sat around 22 to 24%. Anything under 20% reads as a regular promo in a feed full of 30s.
Headline wide, discount narrow. "Up to 40% off" with hero SKUs at 25 to 30% and deeper cuts on slow inventory protects margin while the ad carries the big number. Dollar-off framing ("save $120") beats percent on high-AOV bundles.
Deeper discounts raise the ROAS you need, mechanically. On a $100 order with $40 of cost of delivery, contribution before ads is $60 and breakeven ROAS is 1.67. At 30% off the order is $70, contribution is $30 and breakeven ROAS is 2.33. The offer decision is a margin decision first and a conversion bet second.
Half the sale now comes from people you already have. New-customer share fell from 60% to 48% across 33,000 stores in 2025 and owned channels carried 42% of sales. The early-access window for the list is not a nicety; it is where the season is won or lost.
Hold depth until the moment. Early-November discounts averaged roughly 12% in 2025 against 25 to 31% in Cyber Week. A good-but-not-best Early Bird keeps early shoppers buying without spending the Black Friday number early.
Structure beats depth once you are past 25%. A flat lower price beat a tiered volume discount by 2x conversion and +125% revenue per visitor in one 800-order test; a five-offer Black Friday test found a 28% profit gap between the best and second-best offer. Test the mechanic in October, not the percentage in November.
02.1
The offer ladder
Each step is a little better than the last, Black Friday is the best of the year, and Cyber Monday adds a reason rather than a deeper cut. Percentages are the recommended defaults; your game plan sets the actual numbers against your margin.
01
Oct brand moment
Oct 5 to 26
15 to 20%
Sitewide, no code, or a product-drop price. Keeps CAC efficient before CPMs rise.
02
Early Bird
Nov 6 to 11
20 to 25%
Better than a normal promo, clearly short of Black Friday. Veterans Day tier or "beat the rush".
03
Early access
Nov 19 to 22
BF offer + gift
The list gets the Black Friday number first, plus first dibs or a small gift. Public sees a sign-up ad.
04
Black Friday
Nov 23 to 29
30% floor
Strongest sitewide offer of the year. "Up to" framing with SKU-level depth where margin needs it.
05
Cyber Monday
Nov 30 to Dec 1
Same + more
Same depth, plus GWP, a bundle tier or added SKUs. "Just got bigger" is the creative, not a deeper %.
06
Gifting and Q5
Dec 2 to Jan 10
15 to 20%
Bundles and free expedited shipping through cutoff; New Year sale or clearance at 20%+ in Q5.
02.2
What Spoiler Golf ran last year
The one offer as it appeared in the ad copy, and how the creative families performed in the window. The ads themselves are on the creative tab.
Offer line, quoted from the ad
Launched
Moment
Mechanic
"UNWRAP THE PERFECT ROLL this holiday season! Get ready to shave strokes off your game with $50 Off any Spoiler putter."
Wed Nov 26, 2025
Cyber Five
$ off, sitewide, code LETSROLL50
"Free shipping on U.S. mainland orders // 60 day Play and Learn guarantee"
standing
Every day
Free shipping, trial
Meta ad copy from Motion and the site's announcement bar. 1 of 21 creatives in the window carried an offer.
Creative family
Spend
Purchases
CPA
Share
Offer static ($50 off)
$2,834
22
$129
9%
Roll explainer and demo video
$19,095
202
$95
64%
Award and testimonial statics
$4,644
64
$73
16%
Product statics and carousel
$3,315
32
$104
11%
Motion, Oct 15 2025 to Jan 15 2026, grouped by family from the ad name. Tinted against the window CPA.
The offer static held its own against proven evergreen at a third of the CPA the account runs today. The $50-off static ran $129 a purchase over the window while the roll explainer ran $96 and the award statics $50 to $74; every one of them is under half of today's $231. The number was not the reason the window worked, but it did not hurt, and it was the only ad that gave a gift buyer a reason to act before Christmas.
A dollar figure fits a one-item basket. Almost every order is a single putter at $318 to $338, so "$50 off" is a 15% discount that reads as a real number, and "save $X" beats a percent on high-ticket single items in the offer research. The hypotheses below keep the dollar framing and test what goes around it.
02.3
What golf ran in the same window
Every ad these golf brands ran in Motion's library between Oct 15 2025 and Jan 15 2026 (1,583 ads across 14 brands), with the offer read from the copy. Ad libraries carry no spend, so this is what they bet on, not what worked. Golf Daddy is a training-aid retailer and runs 865 near-identical "52% off" ads; it is in the table for completeness and out of the reads.
Brand
Ads scanned
With an offer
Median depth
Depth range
"Up to" framing
Mechanics seen
Codes
Example line from the ad copy
Golf Daddy
865
64%
52%
52% to 67%
0%
% off (394), Price point (161)
-
"⚫ BIGGEST SALE: 52% OFF ⚫."2025-11-25
TaylorMade Golf
166
14%
30%
15% to 60%
54%
% off (17), $ off (6), Price point (1)
-
"50% Off Select Accessories."2025-11-17
Golf Avenue
137
23%
30%
30% to 50%
0%
% off (20), $ off (12), Price point (6)
-
"It’s finally 30% off."2025-11-20
LAB Golf
72
0%
-
-
-
none found
-
-
Swag Golf
65
5%
-
-
0%
Free shipping (3)
-
-
Callaway Golf Europe
54
48%
50%
15% to 60%
62%
% off (24), Tiered (2)
-
"Up to 40% off, before it’s gone."2025-10-16
Titleist
47
6%
-
-
0%
Free shipping (2), $ off (1)
-
"This holiday season, give the gift of Titleist golf balls and now you can save $10 on Pro V1, Pro V1x or Pro V1x Left Dash golf balls in ..."2025-11-24
Cobra Golf
45
0%
-
-
-
none found
-
-
Stitch Golf
40
95%
50%
30% to 50%
61%
% off (37), BOGO (1)
ACETHESEASON, BESTOFFER
"Shop Our Anniversary Sale Up To 50% Off."2025-10-15
PXG
32
3%
30%
30%
100%
% off (1)
-
"Limited time - Save up to 30% on select PXG Golf Clubs.."2025-11-19
Golf Sub 70
24
0%
-
-
-
none found
-
-
SuperSpeed Golf Training System
20
70%
38%
35% to 40%
100%
% off (14)
-
"SuperSpeed Black Friday Sale Up To 40% OFF🔥."2025-11-18
2nd Swing Golf
10
50%
65%
50% to 80%
40%
% off (4), Price point (1)
-
"Save up to 80% On Clubs, Bags, Apparel + More"2025-11-10
Bettinardi Golf
4
0%
-
-
-
none found
-
-
Motion ad library, ads launched Oct 15 2025 to Jan 15 2026 unless marked; offers read from headline and primary text, so image-only offers are undercounted. Depth tinted against a 25% market floor.
The putter brands do not discount; the OEMs and retailers do. LAB Golf ran 72 holiday-window ads and named no percentage (it launched the OZ.1i instead); Scotty Cameron, Evnroll and Bettinardi ran no offer at all. TaylorMade ran "up to 20 to 40%" on select lines and "$100 off" the Qi35 family, Callaway "up to 50 to 60%" on outlet, Golf Avenue and 2nd Swing 30 to 50% and "$250 to $300 off" on used and prior-generation clubs. The deep numbers are inventory clearing, not new product.
The premium end gives away the service and the story, not the price. PXG's Black Friday ads led with free fittings; LAB's December was a product launch with GolfWRX and MyGolfSpy proof; Swag Golf ran a 12-day "Swagmas" drop calendar with no discount at all. A launch (the Ro) and a proof story are the category's accepted holiday moves for a premium brand.
The gift and order-by lanes are open. Titleist and TaylorMade sold "give the gift of" with $10 to $100 off boxed sets; not one ad in the corpus states a shipping cutoff, a guarantee or a trial. A putter brand that runs "order by Dec 17" and "60 days on the green" has those lanes to itself.
02.4
What industry leaders and category peers actually ran, across categories
Offers read from the copy of every ad these brands ran in the 2025 holiday window (Motion ad library). Median depth across the {len(meds)} brands with a percent offer in the window: {statistics.median(meds):.0f}%. Brands whose library did not reach back to November 2025 are marked; their rows are this year's sale creative.
Brand
Ads scanned
With an offer
Median depth
Depth range
"Up to" framing
Mechanics seen
Codes
Example line from the ad copy
Shutterfly
580
49%
50%
15% to 50%
27%
% off (228), Free shipping (137), Free gift (63)
SHIPJOY, MYBOOKS
"📸🎁 Add photos to ornaments, blankets & more & get up to 50% off + free shipping."2025-11-03
Storyworth
491
60%
-
-
0%
$ off (294)
-
"🎁 Order today, get $10 off & ship instantly via email."2025-11-04
Ancestry
419
47%
50%
30% to 70%
2%
% off (98), Price point (93), $ off (5)
-
"Save up to 50% on your membership and start building your family tree today."2025-10-21
Allbirds
392
53%
50%
30% to 60%
50%
% off (141), Free shipping (51), $ off (20)
-
"UP TO 50% OFF."2025-12-12
Mixbook
350
28%
50%
40% to 55%
56%
% off (95), Free shipping (11), Free gift (3)
SOCIAL40, MIX45
"Save up to 50% + free shipping on all our photo books."2025-11-20
Bombas
346
94%
20%
20% to 25%
0%
% off (324)
COMFORT20, BOXING25
"20% Off First Order With COMFORT20."2025-10-15
PRO Compression
345
62%
70%
40% to 70%
77%
% off (184), Free gift (20), BOGO (15)
HAPPYFEET, NURSE40
"Up to 70% OFF premium compression socks + FREE bonuses."2025-12-01
Stance
302
11%
30%
15% to 50%
3%
% off (33)
BF30, BUTTER20
"Extra 40% Off Sale."2025-11-06
MyHeritage
263
42%
15%
15% to 30%
0%
Price point (98), % off (12)
-
"The Most Meaningful Gift You Can Give This Season - 15% Off !"2025-11-12
Chatbooks
261
84%
40%
20% to 50%
0%
Free shipping (112), % off (98), Price point (79)
MEMORIES20
"Get 40% Off + Free Shipping."2025-11-20
Goldbelly
257
18%
20%
20%
0%
% off (41), $ off (4)
BITEWIDE20, BESTBELLY25
"Get 20% off Giordano’s famed Chicago deep dish for a limited time, only on Goldbelly!🍕"2025-10-31
Artifact Uprising
222
26%
25%
15% to 40%
30%
% off (56), Price point (1)
GIFTEARLY, HAPPYMAIL
"Up to 20% Off Sitewide."2025-10-19
Aura Frames
206
54%
22%
20% to 25%
0%
$ off (110), Price point (7), % off (4)
BLACKFRIDAY, HOLIDAY
"Enjoy 25% Off With Code BLACKFRIDAY."2025-11-27
Brooklinen
189
24%
50%
15% to 75%
54%
% off (43), $ off (3)
-
"20% Off Luxe Sateen Flash Sale."2025-11-07
Jolie
133
43%
20%
20%
0%
% off (45), Price point (12)
-
"Enjoy 20% off the only clinically proven shower filter before we sell out again."2025-11-11
Murray's Cheese
103
1%
15%
15%
0%
% off (1)
-
"15% Off High-Quality Cheese Gifts."2025-11-06
VIM & VIGR
92
24%
25%
25%
0%
% off (11), Free shipping (11), BOGO (3)
NEEDED
"25% Off Sitewide | Vim & Vigr."2025-10-15
Darn Tough Vermont Socks
84
17%
-
-
0%
Free shipping (8), Free gift (6), Tiered (3)
-
"FREE Shipping + FREE Wrapping Paper $50+."2025-11-27
iMemories
79
52%
50%
50%
0%
% off (41), Free shipping (1)
SAVE50
"Get 50% off today!"2025-10-29
Daily Harvest
69
33%
25%
15% to 30%
9%
% off (23)
BEASTPARTNER
"Get 15% off when you spend $100+ with FB15."2025-10-17
Magic Spoon Cereal
64
19%
35%
35% to 50%
100%
% off (12)
-
"Protein Treats Up To 35% Off."2025-11-19
Omaha Steaks
61
57%
50%
50%
0%
Price point (27), % off (6), Free shipping (5)
-
"Get epic 50% OFF deals - PLUS an EXTRA 20% OFF select faves - on world-famous quality and flavor."2025-10-20
Olipop
49
20%
28%
25% to 30%
20%
BOGO (5), % off (4), Price point (1)
-
"Now is the time to discover the hype: our refreshing, delicious soda is 30% off sitewide"2025-11-21
Sockwell Socks
24
17%
20%
20% to 30%
0%
% off (4)
-
"20% Off Sitewide."2025-11-29
Feetures 2026 ads
2,000
13%
25%
15% to 50%
68%
% off (264), Free shipping (4)
AMANDA20, COREY20
"Don’t forget to use code: ROBP for 15% off while shopping."2024-06-12
HexClad 2026 ads
1,000
49%
46%
6% to 52%
30%
Free shipping (206), % off (174), $ off (155)
-
"Score Father's Day savings with HexClad's Fathers Day Sale and save up to 35% OFF the pans Dad will use for years to come 🔥"2026-08-17
The Ridge 2026 ads
1,000
4%
32%
32% to 45%
68%
% off (37)
-
"Get up to 32% off the Ridge Ring."2026-08-28
True Classic 2026 ads
1,000
18%
60%
20% to 73%
41%
% off (171), Price point (9), Tiered (1)
-
"20% Off Sitewide."2026-07-03
Vuori 2026 ads
1,000
2%
20%
20%
0%
% off (14), Free shipping (2), Free gift (2)
EMAILED
"20% Off Your First Purchase with Email Signup."2026-09-01
Jones Road Beauty 2026 ads
1,000
6%
30%
20% to 30%
83%
% off (54), Free gift (8), Tiered (1)
-
"Over 25% Off Our Hero Products."2026-08-29
Dr. Squatch 2026 ads
1,000
38%
45%
20% to 60%
24%
% off (349), Free gift (159), Free shipping (103)
-
"LIMITED TIME SALE - 25% Off Sitewide + Free Soap +Free Shipping!"2026-07-25
Hiya 2026 ads
1,000
58%
50%
50% to 60%
0%
% off (578), Price point (9), Free gift (7)
MWM50, JESSB50
"50% OFF + FREE Kids Sunscreen."2026-05-29
Huel 2026 ads
1,000
1%
10%
10%
0%
% off (7)
-
"Subscribe and save 10%."2026-08-21
Vessi 2026 ads
1,000
15%
35%
35% to 70%
94%
% off (140), $ off (5), Free gift (1)
-
"Last Chance: Up to 40% Off."2026-07-05
Hismile 2026 ads
1,000
17%
-
-
0%
Free gift (87), BOGO (41), Price point (32)
-
"BUY 2 GET 1 FREE 🙈"2026-08-10
Caraway 2026 ads
1,000
8%
10%
10%
0%
Free shipping (62), % off (17)
NOPFAS10
"Use Code NOPFAS10 for 10% Off Your First Order."2026-05-29
Sundays 2026 ads
999
92%
30%
30% to 50%
0%
% off (917)
GNOCCHI30, STEELE30
"Try it with 30% off your first order.."2026-07-10
Cozy Earth 2026 ads
999
5%
25%
25% to 50%
94%
% off (50)
-
"Enjoy 20% off sitewide and 25% off bundles for a limited time."2026-06-23
Ruggable 2026 ads
994
25%
30%
25% to 40%
99%
% off (243), Free shipping (1)
-
"SUMMER SAVINGS | UP TO 25% OFF."2026-07-07
Lume Deodorant 2026 ads
991
14%
26%
25% to 30%
58%
% off (80), Free shipping (57), Free gift (37)
-
"Stock up for summer and save up to 25% sitewide!"2026-05-22
The Farmer's Dog 2026 ads
241
97%
50%
50%
0%
% off (234), Price point (30)
-
"Get 50% off your first box."2026-06-22
Motion ad library, ads launched Oct 15 2025 to Jan 15 2026 unless marked; offers read from headline and primary text, so image-only offers are undercounted. Depth tinted against a 25% market floor.
The visible market is 20 to 30% with a code, then "up to" on top. Bombas 20 to 25% all season, Stance 30%, Vim and Vigr 25% plus BOGO, Ruggable 30%, Sundays 30%, Jolie 20% with a price floor; Allbirds, Brooklinen, HexClad and PRO Compression get to 50 to 70% only with "up to" or on clearance and bundles.
Gifting categories sell the date and the mechanic, not the percent. Storyworth ran $10 to $15 off with instant e-delivery in 294 ads and never a percent; Aura Frames ran dollar-off with a BLACKFRIDAY code; Omaha Steaks led with "order now to guarantee delivery before Christmas".
Free shipping and a free gift are the second layer everywhere. Shutterfly put free shipping in almost half its offer ads, Chatbooks in 92%, Dr. Squatch paired a free gift with 45% in a third of its sale ads. The number gets attention; the layer closes.
02.5
Choosing the mechanic
Sitewide percent, no code
The default for Black Friday. Simplest to advertise, lowest checkout friction ("no code needed" converts). 28% of tracked offers in 2024.
Best when: the catalog is broad and margin is even
Watch: it discounts the products that would have sold anyway
"Up to X%" with SKU tiers
Headline the deepest tier, run hero SKUs at 25 to 30%, slow inventory at 40 to 60%. Select-SKU offers grew from 16% to 22% of the market in a year.
Best when: margin varies by SKU or inventory is uneven
Watch: the landing page must show the real prices fast
Dollar off on bundles
"Save $120" on a $300+ bundle outperforms a percent. One cookware brand runs "save $300+" to "save $1,000+" instead of a sitewide cut.
Best when: AOV is above ~$100 and bundles exist
Watch: needs a bundle page that does the math for the shopper
Buy more, save more / BOGO
Operators report $20 to $30 AOV lift at better margin than a flat percent. One sock brand ran 30% plus buy 3 get 1 last year.
Best when: consumables and multi-packs
Watch: keep the tiers to three; a flat price beat a 3-tier ladder 2x in one test
Gift with purchase
Perceived value high, cost of goods low. Reserve it for early access and Cyber Monday so it is the reason to come back.
Best when: you have a low-COGS hero add-on
Watch: the gift must be shown in the ad, not just named
Early-access exclusive
A deeper or earlier number for the list (one documented example: 35% early vs 25% public). Pulls sales forward and builds day-one momentum without discounting the public deeper.
Best when: the list is 40%+ of revenue
Watch: keep the public offer credible on its own
Do not change the offer mid-week. There is no controlled evidence that escalating depth on Cyber Monday beats holding one offer, and there is clear evidence that demand returns on Monday on its own (Cyber Monday online spend was 21% larger than Black Friday in 2025). Add a reason (gift, bundle, added SKUs), keep the number. Mystery-gift mechanics rarely drive volume; skip them.
Do model the offer at the new margin before you approve it. Your game plan carries a breakeven line: AOV, cost of delivery, contribution at the proposed discount, and the ROAS the sale has to clear. Approve the offer against that line, not against last year's percentage.
02.6
Hypotheses for Spoiler Golf to test, with the evidence behind each
Not a prescription. Each is a testable offer, what the data says for and against it, and how to test it before the window. None of them sets a depth; that is set against margin.
H1: A dollar figure, not a percent, and it stays a real number
For: the only offer the account has run was "$50 off" and it worked (3.76x in the Cyber Five on a small read, 2.11x over the window); almost every order is one putter, so a dollar saving reads as the actual discount rather than arithmetic; premium putter brands name no percentage, and a percent puts a $328 putter in the closeout retailers' conversation. Against: $50 is 15% on a $328 line and shoppers arrive expecting 25 to 30%+; a deeper dollar figure needs the margin line first. Test: the breakeven grid on this tab with Dan's cost of goods, then "$50 off" vs the deeper figure as early-access statics, Nov 20 to 22.
H2: The 60 Day Play & Learn Guarantee as the whole offer
For: it already exists, it costs nothing until it works, and it answers the objection a $328 putter from an unfamiliar brand creates; no putter brand in the corpus advertises a trial. Against: returns, and a support load in the busiest month. Test: October (Oct 12 to 25) as a straight pair against the same creative without it, judged on add-to-cart and cart-to-purchase, not click rate.
H3: Something in the box for Cyber Monday, not money off the price
For: the list sees Black Friday and Cyber Monday three days apart, and a repeated number reads as noise; a headcover or a premium grip raises perceived value without moving the price; one real gift-with-purchase ad exists in the golf corpus. Against: it needs a physical add-on with stock ordered now for November, and the catalog has none. Test: order the add-on in October; run GWP vs the Black Friday number alone on Nov 30 only.
H4: The Ro launch is the October moment, at full price
For: LAB's holiday season was a product launch with third-party proof, not a discount, and it is the most-copied premium move in the category; the Ro is on pre-order and ships the first week of October, before CPMs climb; a launch keeps the Black Friday number the year's first and best. Against: a launch at full price three weeks before a sale can train buyers to wait. Test: the 11-asset Ro kit (approved Oct 9, live Oct 14) with no number, measured on new-to-brand purchases and add-to-cart against the OG evergreen.
Last year Spoiler Golf ran one "$50 off any Spoiler putter" static from Nov 26, on top of standing free shipping and the 60-day guarantee. The hypotheses above start from that, then borrow the moves the premium end of the category is using instead of a percent.
03 · Creative
Creative: offer-first statics at volume, submitted before November 20
What performs in the sale window, the 18-asset shot list, and the messaging for each moment.
the #1 hook family (550k creatives, Sep 25 to Jan 26)
Text-only statics, hit rate
11.6%
product image + text 8.8%, UGC 7.6%, high-production 7.0%
Ads that become winners
~5%
20 launches ≈ 1 to 1.6 winners; 50 ≈ 2.5 to 4
Top-quartile launch pace
2 to 3x
their tier average (Motion benchmarks)
Reels CPM vs Feed
30 to 40% lower
BFCM 2025 (Triple Whale)
Evergreen share to keep live
60 to 70%
of spend, even in the sale window
Launched in August
54 ad IDs
33 distinct creatives, first full month after the rebuild
September through the 22nd
24 launched
against a plan of 60; October model calls for 85
Cheapest purchases since June
$126 / $151 / $165
Old School award static / testimonial static / "Stupid Good"
Last year's window
$93 CPA
roll explainer $96, award statics $50 to $74, $50-off static $129
November sale batches
17 assets banked in October
8 early access + 9 Black Friday in the CDM; this plan adds the other windows
Sale batch submitted by
Fri Nov 20
72 hours before the Monday go-live
The sale creative thesis: many simple statics, one big number, the biggest sale of the year said plainly, wrapped around the evergreen winners that already work. Volume and variety, not polish.
Offer-first is the best-performing hook class in the holiday window, not the lazy one. Across 550,000 Meta creatives from September to January, "offer only" hooks hit at 9.3% against 6.2% for storytelling, and text-only or product-plus-text statics out-hit UGC and high-production video. The number is the hook.
Our own accounts said the same thing last year. A plant-based cheese brand's offer statics ran 3.44x against 2.95x for high-production video in the Labor Day sale, with urgency hooks at 3.81x. A sock brand's "Final Hours, 25% off ends tonight" static became the top spender and top ROAS almost immediately. A memory-digitizing brand's "BF 70% off, large text" image returned 6.34x on $35.6K in Cyber Week.
Volume is the lever. Roughly 5% of ads become winners, so a sale that needs three or four reliable winners needs 40 to 60 launches, not eight. Top-quartile advertisers ship two to three times the creative of their tier average.
Wrap the winners, do not replace them. Duplicate the top three to five evergreen ads with a sale banner and end card. They carry the proven hook and the offer at once, and they keep the evergreen 60 to 70% of spend working through the window.
Video earns its place on reach, statics on hit rate. Reels CPMs ran 30 to 40% below Feed during BFCM 2025. The mix is statics-heavy for the offer, with founder-to-camera, lo-fi screen records and UGC-with-offer-overlay Reels for cheap reach. GIFs out-earned offer statics on a sock account (2.61x vs 1.79x) in September; keep a GIF cut of every hero static.
Andromeda rewards distinct assets. Vary background, color, layout and format across the batch so no two ads look alike. Do not spend the batch on copy tests over the same image; make every asset visually different.
03.1
What Spoiler Golf's own numbers say
The account has run at $93 per purchase before, at a third of today's spend. Oct 15 2025 to Jan 15 2026: $29,887 of Meta spend, 320 purchases, 3.21x, $93 CPA, on $250 to $470 a day. Jun 1 to Sep 23 2026: $66,899, 290 purchases, 1.34x, $231 CPA on roughly $600 a day, with CPMs up from $21.56 to $34.41 in September. The Q4 job is to run today's scale at last year's efficiency, and the offer is the lever the account has not pulled yet.
Two offer-era creatives are already the cheapest purchases in the account. "Stupid Good" (a plain claim static) is the top spender since June at $11,232, 68 purchases and $165 CPA, and "Best Putter, Old School" runs $126 on $2,767. Both are simple statics on a proven hook, exactly what the sale shot list wraps a number around.
The one offer the account has ever run worked. A "$50 OFF any Spoiler putter" static launched Nov 26 2025 and took 22 purchases on $2,834 at 2.11x over the window; in the Cyber Five itself it ran 3.76x on $499 (7 purchases, so a signal, not a read). The gifting static launched Sep 11 this year ($2,028, 6 purchases, $338 CPA) shows the gift audience needs an offer, not just a gift angle.
August proved the volume is reachable. 54 ad IDs (33 distinct creatives) went live in August, the first full month after the rebuild; September planned 60 and landed 24 through the 22nd. The October model calls for 85 with 17 of them banked for November, so the Black Friday batch is a scheduling job if October holds.
03.2
The sale shot list: 18 assets, every brand, every sale
One-line briefs. Each hero static ships in 4:5 and 9:16 with a GIF cut. Quantities are for one sale moment; the November batch repeats the list for early access, Black Friday and Cyber Monday with the copy swapped.
01Hero offer static
Product on brand color, the number at 40% of the canvas, "biggest sale of the year", nothing else.
x4 color variants
02Offer-framing pack
Same layout, three framings: "30% off", "save $45", "lowest price of the year".
x3
03Text-only "letter" ad
Plain typographic statement of the offer on a flat ground. Highest hit-rate format in the dataset.
x2
04Was / now anchor
Struck-through price beside sale price, one hero SKU.
x3 SKUs
05Best-seller grid
4 to 6 top SKUs tiled with per-product prices; the scan-for-your-item asset.
x2
06Winner + sale wrapper
Top evergreen ads re-exported with a sale banner and end card.
x3 to 5
07Founder to camera, 15s
Why the sale exists, what is discounted, when it ends. Phone, no set.
x1 to 2
08Lo-fi screen record
Thumb scrolling the sale collection, prices visible, ambient audio.
x2
09UGC + offer overlay Reel
Existing creator clip, sale bug burned into the top third, 9:16.
x3
10Catalog with sale tiles
Advantage+ catalog frames carrying the discount badge; the retargeting workhorse inside the consolidated structure.
x1 set
11Gift-guide carousel
"For her / him / kids / under $50", one card each, price on every card.
x2
12Bundle / stock-up static
"Buy 3, save 45%" with the physical bundle shot. Built for AOV.
x2
13Early-access static
"Our list shops first. 24 hours early." To list and site visitors only, Nov 19 to 22.
x2
14Teaser Reel
Product in shadow, date stamp, no discount revealed. Runs Nov 9 to 19 to build the pool.
x2
15Social-proof static
A review quote at scale, star rating, sale badge in the corner.
x2
16Low-stock warning
"3 of 6 colors gone", updated while the ads run. Only if literally true.
x1
17Sale ends tonight
Countdown-styled final-hours static, deployed from 5pm PT on the last day; reused as "extended, final day".
x3
18Order by [date]
The shipping cutoff as the whole ad; the date swaps daily from Dec 14. Then "instant delivery" e-gift card.
x3 + 1
03.3
Spoiler Golf's sale shot list
The master 18-asset list (hero offer, framing pack, text-only, was/now, best-seller grid, winner wrappers, founder, screen record, UGC overlay, catalog frames, gift guide, bundle, early access, teaser, social proof, low stock, final hours, order-by) plus the four assets only Spoiler Golf can make.
19The roll, with the offer on it
The 2.3 second roll demo re-exported with a sale end card and the number. The highest-converting asset in the account carrying the offer.
20Award static with a reason to act
The Best Putter 2025 statics generate the most carts and close the worst. Same hook, same credential, an offer in the last frame.
21Sixty days, on the green
The 60 Day Play & Learn Guarantee as the whole ad, shot on a real green. Nobody in the category advertises a trial.
22Order by, so it is under the tree
The literal ground-shipping date as the entire image. Zero ads in the golf corpus do this.
03.4
Messaging by moment
Teaser (Nov 9 to 19)
"It's coming." Date, product, no number
"The list shops first": sign-up as the CTA
Gift guides with prices, no discount yet
Early access (Nov 19 to 22)
"You're in early": the exact offer, 24 to 72 hours before public
"First dibs on sizes and colors"
A small gift for shopping early
Black Friday (Nov 23 to 29)
"Biggest sale of the year", "lowest price of the year", said in the first frame
Was/now anchors on hero SKUs
"No code needed", "free shipping on everything"
Cyber Monday (Nov 30 to Dec 1)
"The sale just got bigger": gift, bundle tier, added SKUs
"Ends tonight" from 5pm PT Monday
"We extended it, final day" Tuesday
Gifting (Dec 2 to 16)
"For the [person] who..." recipient framing
"Arrives by Christmas" while true
Bundles and "stock up" for consumables
Cutoff and Q5 (Dec 10 to Jan 10)
"Order by Dec 17" as the headline, then expedited
"Instant delivery" e-gift cards from Dec 18
"New year, treat yourself", "spend your gift card", clearance
Structure notes. The sale runs inside the consolidated campaign (evergreen plus a sale ad set or a sale CBO twin with the same optimization), never as a standalone retargeting campaign; the consolidated structure re-serves cart and checkout audiences on its own, so the "closing" job is done with creative (proof, objection handling, final hours) that reaches them automatically. No targeting, optimization or creative edits inside live ad sets from Nov 25 through Dec 1; budget moves are the only lever, in steps of roughly 20% and not more than once a day. Every ad is submitted at least 72 hours before its go-live date.
03.5
What has worked for Spoiler Golf, this year and last
Top creatives by spend, June 1 to September 23, with the funnel step each one moves. Last year's window is on the calendar tab.
Creative
Format
Launched
Messaging angle (Motion)
Spend
Purchases
CPA
Add to cart / LPV
Cart to purchase
Stupid Good - Copy
image
2025-10-13
Better Ball Roll
$11,232
68
$165
3.4%
20%
OG Stealth Plain White - Copy
image
2026-03-25
Lead Edge Roll
$8,194
31
$264
2.1%
14%
Existing | Lead Edge Roll Explainer
video
2026-01-25
Improve Stroke Mechanics
$7,600
27
$281
2.1%
17%
Best Putter 3 - Copy
image
2026-02-24
Best Putter
$7,419
28
$265
3.7%
12%
Best. Testimonial | Low High - Copy
image
2025-08-20
Best Putter
$4,695
31
$151
4.6%
18%
Roll
video
2024-08-19
Better Ball Roll
$4,116
19
$217
5.7%
23%
Best Putter 2025 - Copy
image
2026-01-04
Best Putter
$2,817
12
$235
3.8%
21%
Best Putter - Old School - Copy
image
2026-01-04
Best Putter
$2,767
22
$126
3.7%
26%
09/11/2026_STATIC-13 - He Already Has Everything Golf_HP
image
2026-09-11
Other
$2,028
6
$338
3.2%
13%
Existing | Lead Edge Roll Explainer - Copy
video
2026-08-23
Improve Stroke Mechanics
$1,802
5
$360
1.6%
17%
Motion, Jun 1 to Sep 23, 2026, top 10 creatives by spend. Tinted against the period CPA ($231). The plain claim static ("Stupid Good") and the roll demo close at 20 to 23% of carts; the Best Putter 3 award static gets carts (3.7%) and closes at 12%, the Old School version at 26%.
04 · Landing pages and CRO
Landing pages: the 12 fixes before the November 6 freeze, and a gift guide built from your order histogram
Conversion rate more than doubles in Cyber Week but abandonment stays at 71%; the page work is what turns the extra traffic into orders.
and +9.2% AOV in retail (Deloitte/Google, 30M sessions)
Shop Pay share of BFCM orders
32%
Shop Pay sales +39% YoY (Shopify)
Cyber Monday BNPL
$1.03B
79% of it on mobile (Adobe)
The sale page is a landing page, not the homepage with a banner. A dedicated sale hub plus one advertorial or listicle per top offer, each pre-rendered and scoring 90+ on mobile PageSpeed. Content pages take cheaper clicks than product grids for cold traffic, and message match between the ad and the first screen is the single biggest lever.
Show the all-in price and the delivery date on the page, not at step three. Four of the six biggest abandonment causes are page problems: extra costs (40%), delivery too slow (20%), forced account creation (18%), checkout too long (17%). The offer, shipping threshold and arrival date all belong above the fold.
Real deadlines only. A verifiable order-by deadline on the product page lifted revenue 27% in a controlled test. There is no credible evidence for resetting countdown timers, and they carry compliance risk. Timers show the sale end and the shipping cutoff, nothing else.
The discount plumbing is the most common launch-night failure. Shopify combines product, order and shipping discounts only when each is configured to combine; a store holds at most 25 automatic discounts and a customer can stack up to five codes plus one shipping code. Sitewide plus free shipping plus a code is tested end to end twice: once at build, once the week before.
Freeze the structure, keep swapping the content. Theme, apps and checkout are locked from Friday Nov 6. After that only copy, imagery, offers and announcement bars change. Shopify itself moves every architectural change months ahead of the window rather than relying on a late freeze.
Q5 pages are built in November. Gift-card redemption page, exchange-first returns page and a New Year offer page are scheduled for Dec 26, when CPMs are at their lowest and 17% of holiday sales are heading back as returns.
04.1
The 12 fixes, in order, with the week they happen
#
Fix
Window
Detail
01
Mobile PageSpeed 90+ on every page paid traffic touches
Sep 14 to 27
Remove dead apps and scripts, compress hero media. 0.1s is worth more than any offer tweak.
02
Sale hub page + one advertorial or listicle per hero offer
Sep 21 to Oct 16
Offer at the top, prices visible, sticky add-to-cart, shipping threshold and arrival date in the first screen. Per-persona variants where the account already runs listicles.
03
Free-shipping threshold test
Sep 21 to Oct 18
Set between AOV and AOV+20%, judge on profit per visitor. Needs 2 to 4 weeks.
04
Offer mechanic test
Oct 5 to Nov 1
Three to five candidate offers (percent, dollar, GWP, threshold) on profit per visitor, to list and direct traffic. The winner becomes the Black Friday mechanic.
05
Discount combinations configured and tested
Oct 26 to 30, retest Nov 16
Sitewide + free shipping + early-access code, with the automatic-discount cap and combination rules checked.
A bottom-of-cart carousel returned +12.5% revenue per visitor where the same offer styled inline returned -7%. Placement, not just offer.
08
Shop Pay, Shop Pay Installments and one more BNPL rail on PDP and cart
Oct 19 to 23
A third of BFCM orders use Shop Pay; BNPL is a mobile-cart feature and belongs on the product page.
09
Sticky offer bar, sticky mobile add-to-cart, true-deadline countdowns
Oct 26 to Nov 6
Countdown only on the sale end and the ship cutoff.
10
Gift guide and "gifts under $X" collections; cutoff calendar in bar, PDP, checkout, email
Nov 2 to 13
94% of holiday shoppers call availability critical; 42% say free shipping decides.
11
Code freeze: theme, apps, checkout locked
Fri Nov 6
Load test before the freeze. Content only after it.
12
Q5 assets pre-built: gift-card page, exchange-first returns page, New Year offer page
Nov 9 to 20
Scheduled for Dec 26.
04.2
Holiday gift guide pages: price tiers set from your own order histogram
A gift guide is the one page a holiday shopper reaches with a budget instead of a product in mind. Build it as price tiers, and set the tiers from the clusters in your own order-value histogram rather than from round numbers.
Gift shoppers browse by budget. 61% of holiday shoppers say categories like "gifts under $50" or "gifts for dad" help them shop, and gift cards are the most requested gift (53%): the buyer often knows the number before the product. A guide organised by price tier meets that shopper; a guide organised by product line makes them do the math.
The tiers come from your histogram, not from a template. Pull every order from last year's gifting window (Nov 20 to Dec 16), plot order value in $10 to $20 buckets, and look for the clusters. Each cluster is a group of people who already spend that amount; a tier ceiling set just above a cluster puts the guide where they are, and the next tier up becomes a visible, reachable step. That step is the AOV lever for the whole season.
Each tier is a real collection, not a filter. Six to twelve products or bundles per tier, price on every tile, the bundle tile doing the math ("three gifts, save $24"), gift note and gift wrap in the cart, and the ship-by date on the page. The tier just above your biggest cluster gets the hero bundle and the most creative.
Ads and emails point at a tier, not at the guide. A "gifts under $50" ad lands on the under-$50 collection, in the ad's words, with the same products in the first screen. Message match is worth more here than anywhere else on the site because the buyer is shopping for someone else and will not dig.
Step 1
Pull the histogram
Every order from Nov 20 to Dec 16 last year (Shopify order export or Supermetrics), order total by $10 to $20 bucket, share of orders per bucket. Strip add-on and $0 orders.
Step 2
Find the clusters
Usually two to four: a single-item cluster, the core-gift cluster where most orders land, a bundle or set cluster one step up, and a long tail of big baskets.
Step 3
Set the tiers
Three or four tiers with ceilings just above each cluster ("Under $40", "$40 to $75", "$75 to $120", "$120+"). Round to the numbers people search for; keep the free-shipping threshold inside the second tier.
Step 4
Build the collections
One collection per tier with 6 to 12 SKUs or bundles, a hero bundle in the tier above the mode, gift note and ship-by date on the page, and one ad plus one email per tier in the gifting window.
The guide is live before the early-access window (Nov 19), not on December 1. Gift traffic starts with the first "gifts under" searches in mid-November and peaks the week of December 7; a guide published after Cyber Monday misses the first half of it. Your game plan shows the histogram and the proposed tiers built from your own orders.
04.3
Spoiler Golf's gift tiers, and why the histogram is a single spike
The gift-guide method sets price tiers from the clusters in the order-value histogram. Shopify is not connected, so the histogram cannot be drawn yet, but the catalog already says what it would show: three putters between $318 and $338 (Meta average order $310), so every tier but one is empty.
Tier
What sits in it today
What would have to exist
Under $100
Nothing
A gift card, a headcover, a grip, a ball marker
$100 to $250
Nothing
A pre-rolled putter (sold about twice a year today), or an accessory bundle
$250 to $350
Riv Blade $318, OG $328 to $338, Ro mallet $338
The whole catalog
$350+
Nothing
A putter plus headcover bundle, or a blade-and-mallet pair
Catalog from spoilergolf.com on Sep 24, 2026. The Ro center-shafted mallet is on pre-order at $338. One decision (a gift card plus one accessory) fills the under-$100 tier, gives the Cyber Monday gift-with-purchase something to give, and gives the bundle tier a second item.
Once Shopify is connected this block becomes the order histogram (every order from the gifting window, $10 to $20 buckets) with the tiers drawn on it, the same view the other game plans carry.
04.4
What the sale landing page must contain
First screen
The offer in the ad's words (message match)
Hero product with was/now price
Free-shipping threshold and "arrives by" date
Sticky bar: offer + countdown to the real end
Body
Best sellers with per-product sale prices
Bundles that do the math ("save $120")
Reviews with numbers, not adjectives
Gift guide blocks by recipient during December
Cart and checkout
Auto-applied discount, no code to type
Threshold progress bar
Shop Pay + BNPL visible before checkout
Delivery date at the cart, not only at shipping step
December additions
Order-by banner with the date
Gift note / gift wrap option
E-gift card tile after ground cutoff
Exchange-first returns link
What not to test in the window. Cyber Week traffic is deal-seeking and returning-heavy, so structural A/B results from those days do not generalise. Run the offer test before Nov 23 with profit tracking; run nothing structural from Nov 23 to Dec 2.
04.5
Pages worth copying: 13 holiday pages from last season
Real holiday pages from last season, captured as they ran: sale takeovers, gift guides by price tier, spend ladders and food-gifting collections. Click any one to open the full page. The "copy this" line is the brief for your page build. Your category peers are listed first.
Open full page
Black Friday homepage
Bombas: One number, everything, two buttons
Copy this: "The Black Friday Sale, 25% off everything" is the hero with a Shop Women / Shop Men button under it; the category tiles above and the giving line ("one purchased = one donated") stay. Nothing on the first screen competes with the number.
Open full page
Black Friday homepage
Allbirds: "Up to 50% off everything" with shop-by-sale tiles
Copy this: The bar carries the exclusions link, the hero carries the number, and four tiles under it (sneaker sale, slip-on sale, all-weather sale) split the sale by category so cold traffic lands one tap from a filtered grid. "Best deals of the year" as the second screen.
Open full page
Cyber Monday homepage with a spend ladder
Caraway: Countdown in the bar, "unlock your first discount" ladder in the hero
Copy this: A real end time in the announcement bar ("Cyber Monday ends soon") and a spend-threshold ladder in the first screen (spend more, save 15% to 25%, free bar set at the top). The ladder is the AOV lever made visible; "Gift Big, Save Big" is the next block.
Open full page
Holiday sale bar with an end date
Storyworth: "Holiday sale: $15 off through Dec 31" plus press proof
Copy this: The bar carries a dollar amount and a date, the hero carries the emotional line and the was/now price ("Buy now for $99 $84"), and the New York Times 2025 Gift Guide badge plus the press strip do the trust work. A subscription gift sold like a product.
Open full page
Black Friday homepage
Brooklinen: "Biggest sale of the year just got bigger"
Copy this: 25% off sitewide in the bar with the terms link, the escalation line in the hero, then "Shop by category" tiles with Bundle Savings and Gifts as their own tiles. The bundle tile is the step above the mode, one tap from the hero.
Open full page
Black Friday homepage
Aura Frames: "Save up to 20%", then "our lowest prices all year" with $-off badges
Copy this: The bar carries the number and the deadline, the product row carries a "$10 off / $40 off / $60 off" badge on each tile with the was/now price. Dollar-off on the tile beats a percent for a $139 to $199 product; the memory-gift page that competes with digitizing kits for the same buyer.
Open full page
Black Friday homepage
Olipop: "Unwrap Black Friday deals": 30% off sitewide in the brand's own design
Copy this: The sale keeps the brand look (the "30% off sitewide" sticker, the product illustrations) and puts the number in the bar and the hero; the second block sells the loyalty program to the same traffic. One offer, one button.
Open full page
Own homepage, Black Friday 2025
A memory-digitizing brand: "The Black Friday Event: 70% off sale" with four kits and was/now prices
Copy this: The reference point for the 2026 kit page: the number in the hero, "Best Deal of the Year" badge, press strip, then the four kits (Starter, Family, Closet, Trunk) with was/now prices and the item counts. In 2026 the order-by and back-by dates go on this screen too.
Open full page
Own homepage, Black Friday 2025
A sock brand: "Black Friday Sale: 30% off sitewide | buy 3, get 1 free | up to 60% off final sale"
Copy this: The reference point for the 2026 sale hub: the three offers stacked in one banner with a Shop All button, then the evergreen hero. In 2026 the number moves into the hero in the ad's words, with the pack doing the math and the free-shipping threshold and arrival date in the first screen.
Open full page
Gift guide by price tier
Uncommon Goods: "Unique gifts under $50" with under $50 / $100 / $150 pills
Copy this: The clearest version of the price-tier page: the budget is the page title, the three tiers are pills at the top, every tile shows the price and the review count, and "in stock and ready to ship" is a filter. Built for the buyer who arrives with a number.
Open full page
Gift guide with a spend ladder
Murray's Cheese: "The Gift Guide" plus 10% off $100, 15% off $150, 20% off $250
Copy this: The gift guide opens with a curated-boxes hero, then a Thanksgiving sale that is a spend ladder with a code per tier (TURKEY10 / 15 / 20), then recipient rows ("for the world traveler"). Tiers as the offer and as the navigation on one page.
Open full page
Food gifting collection
Murray's Cheese: Clubs and boxes with the price on every tile
Copy this: "Exceptional food makes the best gift" as the intro, then clubs (from $65 a month) and boxes ($40 to $95) in one grid with refine-by filters. The price-on-tile grid is what a "gifts under $X" ad should land on.
Open full page
Gifting landing page
Aura Frames: "The easiest gift of the season", then "Step 1: select your frame"
Copy this: A gifting page that removes the choice problem: one emotional headline, then a numbered flow (pick the frame, with was/now prices) so a gift buyer who does not know the product can finish in two steps. The bar carries "up to $60 off".
04.6
The pages
The sale page is the product page with the offer in the first screen
Three putters, one price line: the sale hub is the OG page (and the Ro page once it ships) with the number, the was/now price, free shipping and the 60-day guarantee above the fold, and a sticky bar with the real end date.
Proof hooks land on a comparison page that does not exist yet
The category runs fitting and review as its hooks (47 fitting ads, zero on roll or skid). A "roll vs skid" or "blade or mallet, decided for you" page gives the award and review statics somewhere to close; today they land on the homepage and close at 12.5% cart-to-purchase.
A gift tier page needs something under $300
The catalog is three putters between $318 and $338 and the "He Already Has Everything" static runs $338 CPA. A gift card and one accessory (headcover, grip, ball marker) turn the gift guide from one tile into three, and give the Cyber Monday gift-with-purchase something to give.
Shopify and GA4 access is the cheapest fix on the list
Every cart and page number here is inferred from Meta (landing page views, add to cart, purchases). One invite gives the hourly sale pacer, the order histogram and the real cart-to-purchase rate before the window.
04.7
The site checklist, with dates
Shopify and GA4 access to Rosewater, so the funnel is measured rather than inferredthis week · Dan
Mobile PageSpeed 90+ on the OG, Riv and Ro product pagesby Oct 4 · Dan + Rosewater
Ro product page finished for launch: options, the roll claim, the guarantee, reviewsby Oct 9 · Dan
Offer shape test (H1 and H2) on list and direct traffic, judged on add-to-cart and cart-to-purchaseOct 12 to Nov 1 · Rosewater + Dan
Gift card product and one accessory listed, so the gift tiers and the Cyber Monday gift existby Oct 23 · Dan
Roll-vs-skid comparison page (or the blade-or-mallet quiz) for the proof hooks to land onby Oct 30 · Dan + Rosewater
Discount configured (auto-applied, no code), early-access code tested end to endOct 26 to 30, retest Nov 16 · Dan
Code freeze: theme, apps, checkoutFri Nov 6 · Dan
Order-by banner with the UPS ground date; e-gift card pageby Nov 13 · Dan
Hourly sale pacer connected (Shopify plus Meta by hour)by Nov 20 · Rosewater
05 · Day-of pacing
Day-of pacing: Black Friday peaks in the morning, Cyber Monday in the evening
How volume moves through each day of the Cyber Five, and how Spoiler Golf's own hours compare.
industry curve; hot all day, back to Thursday levels ~9pm
Cyber Monday peak hour
5 to 8pm PT
just shy of Friday's peak, in the evening
Cyber Monday CPM 2024
$17.70
the most expensive Meta day of the year (BF $16.85)
Pre-Thanksgiving ad spend
65%
of the four-day weekend's spend was spent Nov 24 to 27 (Triple Whale)
05.1
The industry hourly shape, converted to Pacific
Aggregate hourly storefront volume across a large set of Shopify stores over BFCM 2024, digitised from the published charts and shifted from Mountain to Pacific time. Use it as the default curve; your game plan overlays your own 2025 hours, which sometimes disagree.
Approximate values read from published charts; shape, not absolute levels. Friday total was 1.6x Thursday; Monday 1.5x Sunday; Tuesday about half of Monday.
Thanksgiving starts warm and bumps at dinner. Volume climbs from 4am PT, plateaus 8am to 1pm, then jumps around 5pm PT as tables clear. The Thursday peak is only about 40% of Friday's.
Black Friday is a morning race that stays hot all day. By 5am PT Friday is already at Thursday's peak; the peak lands 7 to 10am PT and the day trends down slowly, returning to Thursday levels around 9pm. Budget has to be loaded before people wake up, not at noon.
Saturday and Sunday peak about half of Friday. Saturday peaks 6am to 1pm PT and fades faster; Sunday peaks slightly later, 8am to 2pm PT.
Cyber Monday is an evening race. Monday runs 30 to 40% above the weekend plateau all day, then the peak arrives at 5 to 8pm PT, just short of Friday's morning peak. The budget and the final-hours creative both need to be in place by 4pm PT.
Tuesday is back to Thursday. Still well above a normal day, roughly half of Monday. A 24-hour extension captures it with the assets already built.
05.2
The benchmark slides, day by day
The eight benchmark slides behind the curve above: aggregate storefront hourly volume across a large set of Shopify stores over BFCM 2024, in Mountain time, with the analyst's read on each day. Click a slide to enlarge; the gold line under each is the Pacific translation we pace to.
Thursday (Thanksgiving)
Starts warm in the morning, drifts down through the afternoon, then a sharp bump around 6pm MST as tables clear. The Thursday peak is only about 40% of Friday's.
Pacific: the dinner bump lands about 5pm PT.
Black Friday
Hot all day. Already at Thursday's peak by about 6am MST, peaks around 8am MST, then trends down slowly and is back to Thursday's peak level around 10pm MST.
Pacific: at Thursday's peak by 5am, peak 7am, back to Thursday levels about 9pm.
Black Friday against Thursday
The same two days overlaid: Friday runs above Thursday's peak for the entire day. Friday total was 1.6x Thursday.
Budget has to be loaded before people wake up, not at noon.
Saturday
Easily beats Thursday, nothing like Friday. The peak is about 50% of Friday's and the day declines faster. Peak 7am to 2pm MST.
Pacific: 6am to 1pm.
Sunday
Looks like Saturday with the peak slightly later in the day. Peak 9am to 3pm MST.
Pacific: 8am to 2pm. Final-hours creative goes live at 5pm PT.
Cyber Monday
The highs are back. The peak is just shy of Friday's but lands at 7pm MST instead of 8am. Strong all day, 30 to 40% above the weekend peak, and the real volume is in the evening.
Pacific: peak 6pm; the second budget raise and the "ends tonight" creative are in place by 3pm PT.
Cyber Monday against Sunday
Overall volume is lower than Friday, but Monday clears the weekend at every hour after mid-morning. Monday total was 1.5x Sunday.
Hold Saturday and Sunday budgets flat; raise again Sunday night for Monday.
Tuesday
Back to Thursday volumes: still well above a normal day, roughly half of Monday.
A 24-hour extension captures it with the assets already built.
Source: the "BFCM Revenue Pacing Slides" deck (Jeremiah Prummer, storefront hourly data, BFCM 2024). Times on the slides are MST; subtract one hour for Pacific.
05.3
How we pace the day
Budget by day (Cyber Five)
Thu: 1.3x a normal day, ramp from 4pm PT
Fri: 2.5 to 3x, fully loaded by 4am PT
Sat and Sun: 1.8 to 2x, hold, do not cut
Mon: 2.5 to 3x, second raise at 3pm PT
Tue: 1.5x, extension creative live at midnight
Budget by hour
Raise budgets the night before, not at 8am
No structural edits; budget is the only lever
Steps of ~20%, no more than one raise per 4 hours
Watch spend vs revenue by hour on the sale pacer
If spend peaks after revenue peaked, you raised too late
Mon: 6am "Cyber Monday is here", 3pm "ends tonight", 7pm SMS last call
Tue: 6am "extended, final day", 4pm last call
Always send one hour before the revenue peak, not on it
Creative switches
Sun 5pm PT: "final hours" statics live
Mon 12am PT: Cyber Monday "just got bigger" live
Mon 4pm PT: "ends tonight" gets budget
Tue 12am PT: "extended, final day"
Wed Dec 2: sale assets paused, gifting live
We run the hourly sale pacer (Shopify revenue and Meta spend by hour, new vs returning, against the Statlas day target) from Thursday Nov 26 through Tuesday Dec 1, and again Dec 14 to 17 around the shipping cutoff. Last year's hourly curves for your brand are on your game plan.
05.4
Spoiler Golf's own hours: the industry curve until Shopify is connected
Spoiler Golf has no hourly revenue view yet, so the plan follows the industry curve above and switches to the account's own hours the moment the storefront is connected.
Black Friday peak hours (industry)
8am, 9am, 10am PT
aggregate storefront curve, converted to Pacific
Cyber Monday peak hours (industry)
6pm, 5pm, 7pm PT
the evening race
Before noon PT, Black Friday
48%
of the day's volume
After 3pm PT, Cyber Monday
42%
of the day's volume
Spoiler Golf hourly data
none yet
arrives with Shopify access
Hourly sale pacer
Nov 26 to Dec 1
and Dec 14 to 19; needs Shopify by Nov 20
Black Friday, by hour (industry, PT)
Aggregate storefront volume, BFCM 2024, Mountain converted to Pacific. Spoiler Golf has no hourly revenue view yet.
Storefront volume by hour (PT)
Cyber Monday, by hour (industry, PT)
Same source. The peak arrives at 5 to 8pm PT.
Storefront volume by hour (PT)
These are the industry's hours, not Spoiler Golf's. Motion carries spend and purchases by creative, not by hour, and Shopify is not connected, so the pacing plan below follows the category curve: Black Friday is a morning race, Cyber Monday an evening one. The first sale with Shopify connected produces the account's own curve, and this tab carries it from then on.
Golf skews to the morning already. A putter is a considered purchase researched at a desk, and the Black Friday industry curve puts 48% of the day before noon PT. Budget loaded Thursday night, first send at 6am PT, and no structural edits during the day.
Cyber Monday is the one evening to fund. The industry peak is 5 to 8pm PT. Budget raise at 3pm, "ends tonight" SMS at 5pm PT, and the Cyber Monday creative is a different shape from Friday because the same list sees both.
05.5
The 2026 day-of pacing plan
Block (PT)
Black Friday (industry) rev
Cyber Monday (industry) rev
2026 spend plan
12am to 6am
12%
11%
12%
6 to 9am
17%
14%
16%
9am to noon
19%
16%
18%
noon to 3pm
16%
16%
16%
3 to 6pm
15%
18%
16%
6 to 9pm
14%
18%
16%
9pm to midnight
6%
6%
6%
Green tint = block over-indexes against a flat day (1/7 each). The 2026 spend plan is the average revenue share of the days shown; spend should lead revenue by an hour, not trail it.
Sends and raises. Black Friday: budget loaded Thu 9pm PT, email 6am, SMS 10am, a second email 3pm PT. Cyber Monday: email 6am, budget raise 3pm, "ends tonight" SMS 5pm PT. Every other sale day: one send at 6am PT. The hourly pacer (Shopify revenue and Meta spend by hour) runs Nov 26 to Dec 1 and Dec 14 to 19 once Shopify is connected.
The two curves are the published aggregate storefront hourly shape for BFCM 2024, shifted from Mountain to Pacific. Block shares are the plan until Spoiler Golf's own Shopify hours replace them.
06 · Swipe file
Swipe file: 179 BFCM and holiday ads, playable
Filter by moment or format; videos play in place and statics expand on click.
Pulled from Motion's ad library across 21 DTC brands known for strong sale creative. Videos play in place; open "Copy and landing page" for the real primary text. Cards from the 2025 holiday window are labelled by date; where a brand's library did not reach back to November, the card is its most recent sale creative and says so.
Escalate the story, not the discount. Brooklinen re-served the same audience on Cyber Monday with "The biggest sale of the year? Just. Got. BIGGER." and a bundle tier at 50% against 25% sitewide.
Re-label instead of re-cutting. Bombas ran the identical 25% through December as a "Last Chance Sale". Scarcity did the work a deeper cut would have cost.
A price floor lands harder than a percent. Jolie's "as low as $98, just for Black Friday and Cyber Monday" is more concrete than its 20%.
Sell instant delivery when shipping is dead. Storyworth advertised on Christmas Eve because there is no cutoff; Brooklinen's e-gift-card ad does the same job.
06.1
Swipe file for Spoiler Golf: 6 of your own ads and 14 curated golf ads
Your own cards carry the spend and CPA (Meta, Motion); the competitor cards say what the device is and how Spoiler Golf translates it for golfers who want to understand their stroke, three-putters and high handicaps, single-digit gear switchers, zero-torque comparison shoppers, review-led researchers, and gift givers for the golfer who has everything. The full golf holiday library (101 ads) follows; the cross-category master swipe is on the playbook.
imageOwn account · last winter
Spoiler Golf (own account)general sale · 2025-11-26
$50 OFF
Why it works: The only offer static the account has run: a dollar figure, a holiday line, one putter. 3.76x in the Cyber Five on $499; 2.11x on $2,834 over the window.
Steal this: The template for the whole November batch: same layout, the number decided against margin, the end date added.
Copy and landing page
UNWRAP THE PERFECT ROLL this holiday season! Get ready to shave strokes off your game with $50 Off any Spoiler putter.
Spoiler Golf (own account)general sale · 2026-01-25
Existing | Lead Edge Roll Explainer
Why it works: The roll explainer carried a third of last winter's spend at $96 a purchase.
Steal this: Re-export with a sale end card and the number: the proven hook carrying the offer.
Copy and landing page
Why did we design a putter like this?
//
You ever belly a wedge and realize how pure the ball rolls - and how often you make a putt with your wedge?
Well, that was the inspiration behind Spoiler OG.
We designed the Lead Edge Roll face to impart a noticeably better roll on your ball.
Let’s Roll.
//
#betterroll #putterdesign #leadingedge #golf #golfstagram #instagolf #golfdesign #golfclub #golfequipment #putter #startup #golfbiz #pureroll #letsroll #spoilergolf
Spoiler Golf (own account)general sale · 2026-09-11
09/11/2026_STATIC-13 - He Already Has Everything Golf_HP
Why it works: The first gifting static: $2,028, 6 purchases, $338 CPA. The angle is right and the audience needs a reason.
Steal this: The gifting window runs this hook with the number, the gift card and the order-by date on it.
Copy and landing page
Buying for a golfer who already has everything? Get him something he probably hasn’t seen before. Spoiler isn’t another version of the putter already in his bag. It’s a completely different way to roll the ball.
Why it works: LAB Golf leads December with a third-party award (GolfWRX best mallet) instead of a discount.
Steal this: The Best Putter 2025 credential is the same move; run it as the December proof static with the order-by date.
Copy and landing page
GolfWRX, the biggest online golf community in the world, just named DF3 the best mallet putter of 2024… and it wasn’t that close.
We’re incredibly honored and hope this vote of confidence will inspire you to try a DF3 for yourself if you haven’t already. #untorqueyourself
Why it works: LAB: "Now MyGolfSpy has the receipts" with a 60,000-putt dataset.
Steal this: A number on the roll claim (launch-monitor or robot data) unlocks the same format for Spoiler; nobody in golf runs it on roll or skid.
Copy and landing page
We’ve always said Lie Angle Balance helps golfers make more putts.
Now MyGolfSpy has the receipts. 🧾
60,000 putts on the most advanced system in the world. OZ.1i beat everything. #untorqueyourself
Why it works: Titleist: "give the gift of" with $10 off a limited holiday gift box.
Steal this: The gift tier tile: the product in a box with a small saving and a name for the recipient.
Copy and landing page
This holiday season, give the gift of Titleist golf balls and now you can save $10 on Pro V1, Pro V1x or Pro V1x Left Dash golf balls in our limited edition two-dozen gift box.
Why it works: Golf Daddy bundles coaching months into the Black Friday offer rather than cutting price.
Steal this: Value in the box (a lesson, a fitting call, the guarantee) is the Cyber Monday reason to come back.
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Unlock your best swing this Black Friday. For the first time ever, Golf Daddy includes 3 months of personalized coaching with your simulator. Real coaches. Daily feedback. Faster improvement than any range session. This is your unfair advantage, don’t miss it.
The golf holiday ad library: 101 ads from 15 brands
Every card is a real ad these brands ran between Oct 15 2025 and Jan 15 2026, with the offer read from its copy. Weighted toward putter brands and toward offer-led ads. Filter by moment or format; videos play in place and statics expand on click. Brands and counts: LAB Golf 10, TaylorMade Golf 10, Golf Sub 70 8, Swag Golf 8, PXG 8, Titleist 8, Callaway Golf Europe 8, Stitch Golf 8, Golf Avenue 8, SuperSpeed Golf Training System 6, 2nd Swing Golf 6, Golf Daddy 6, Cobra Golf 3, Evnroll Putters 2, Bettinardi Golf 2.
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LAB Golfgeneral sale · 2025-12-03
L.A.B. Golf
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GolfWRX, the biggest online golf community in the world, just named DF3 the best mallet putter of 2024… and it wasn’t that close.
We’re incredibly honored and hope this vote of confidence will inspire you to try a DF3 for yourself if you haven’t already. #untorqueyourself
We’ve always said Lie Angle Balance helps golfers make more putts.
Now MyGolfSpy has the receipts. 🧾
60,000 putts on the most advanced system in the world. OZ.1i beat everything. #untorqueyourself
The #Sub70 build of the day is a tremendous option for anyone looking
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The #Sub70 build of the day is a tremendous option for anyone looking for a bit more height + distance while retaining a classic shape and some workability. 699 Pro v3 irons paired with @projectxgolf Red iron shafts 🎯 These are on the way to 7 time PGA Tour winner Mark Brooks!
#golf #golfr #instagolf #golfaddict #golfing #golfer #golfday #golfclubs #witb #custombuilt #laserengraving
Who out there is currently gaming a center shafted putter? Who has tri
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Who out there is currently gaming a center shafted putter? Who has tried the @breakthroughgolftechnology Stability Carbon putter shaft or @golfpride Reverse Taper putter grip? This 010 CS will be saving strokes on the greens in no time #Sub70
#golf #putter #putters #golfr #instagolf #golfaddict #golfing #golfer #golfday
Tonight we have a putter build of the day for our friend @teamwoody39!
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Tonight we have a putter build of the day for our friend @teamwoody39! This 010 CS with a @garsengolf MAX Tour grip is on its way to the great state of Nebraska!
#sub70 #golf #golfr
A 959X fairway wood with two @newtongolfco shaft options and @superstr
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A 959X fairway wood with two @newtongolfco shaft options and @superstrokegolf grips is heading out to @pga_johndaly! At 13° and slightly fade biased, this thing should be a controllable missile launcher! Hit it well JD!
#sub70 #golf #golfr #instagolf #golfaddict #golfing #golfer
This is as good as it gets. Today's #Sub70 build of the day includes i
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This is as good as it gets. Today's #Sub70 build of the day includes irons, wedges, a hybrid and a putter for @justinwheelon. The irons and wedges feature the incredible @21golfclub logo while the putter features an Emmy award silhouette. These were an honor to put together and we look forward to checking out @21golfclub soon!
Today’s #Sub70 build of the day is a 959X 7 Wood featuring a @projectx
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Today’s #Sub70 build of the day is a 959X 7 Wood featuring a @projectxgolf Denali Black 70 6.5 shaft. Higher lofted fairway woods aren’t just for low or mid swing speed players anymore!
#golf #golfr
Day 4 brings the movie magic.
Babes of SWAGmas, unforgettable quotes, the 8 Blade Frosty cover and a very stylish moose rocking shades make this drop a holiday standout.
Limited and live now!
Day 3 of SWAGmas is here and the cookies are back.
Our 7th annual Christmas cookie drop returns with fresh designs and new colorways.
Regular, Frosted Special, or Burnt Special… which one lands in your bag?
Supercharge Your Game - Meet the All-New PXG Lightning Woods Collection.
PXG Lightning Drivers capture that precise moment of pure energy and transform it into your fastest, most efficient drive yet.
Schedule your FREE PXG Fitting Experience in the UK today!
All-New PXG Lightning Woods Collection has arrived at PXG London South!
Supercharge Your Game - PXG Lightning Drivers capture that precise moment of pure energy and transform it into your fastest, most efficient drive yet!
Available now at PXG London South Store. Schedule your FREE Fitting Experience today!
All-New PXG Lightning Woods now available at PXG London South!
Supercharge Your Game - PXG Lightning Drivers capture that precise moment of pure energy and transform it into your fastest, most efficient drive yet!
Available now at PXG London South, schedule your FREE Fitting Experience today!
All-New PXG Lightning Woods have arrived at PXG London South!
Supercharge Your Game - PXG Lightning Drivers deliver Lightning Fast Ball Speeds and Maximum Forgiveness!
Available now at PXG London South Store. Schedule your FREE Fitting Experience today!
The offer: "This holiday season, give the gift of Titleist golf balls and now you can save $10 on Pro V1, Pro V1x or Pro V1x Left Dash golf balls in ..." $ off
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This holiday season, give the gift of Titleist golf balls and now you can save $10 on Pro V1, Pro V1x or Pro V1x Left Dash golf balls in our limited edition two-dozen gift box.
Enjoy a $10 savings on our limited edition Holiday 2-Dozen Gift Boxes. Available with Pro V1, Pro V1x, and Pro V1x Left Dash golf balls while supplies last.
Enjoy a $10 savings on our limited edition Holiday 2-Dozen Gift Boxes. Available with Pro V1, Pro V1x, and Pro V1x Left Dash golf balls while supplies last.
Choosing the right club comes naturally to Bones.
Watch him get fit f
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Choosing the right club comes naturally to Bones.
Watch him get fit for the new T-Series irons to now live at the link in bio.
Bones’ blended set:
➡️ T350 5-iron | Aerotech SteelFiber i95cw
➡️ T250 6-PW | Aerotech SteelFiber i95cw
Enter for a chance to be one of three grand prize winners to take home a custom fit set of NEW T-Series irons, engineered for more precision, forgiveness, and performance on every shot.
NO PURCHASE NECESSARY TO ENTER OR WIN. Making a purchase will not increase your odds of winning. Sweepstakes Period: This Sweepstakes will begin at 12:01 a.m. ET on October 1, 2025, and end at 11:59 p.m. ET on October 31, 2025. Open to legal residents of the United States and the District of Columbia who are 18 years of age or older. Official Rules are available on Titleist.com. Sponsored by Acushnet Company. This sweepstakes is subject to all applicable federal, state, and local laws and regulations.
TaylorMade Golfgift guide and gifting · 2025-11-24
SpeedSoft Golf Balls
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Enjoy year-round play by stocking up on our softest ball through the holidays. SpeedSoft balances distance off the tee with ultra-soft feel on your iron shots and for those shots around the greens.
SuperSpeed Golf Training Systemblack friday offer · 2025-11-18
SuperSpeed Black Friday Sale Up To 40% OFF🔥
The offer: "SuperSpeed Black Friday Sale Up To 40% OFF🔥." % off
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Add SERIOUS distance to your game this Black Friday! 🔥🏌️♂️ Get up to 40% OFF SuperSpeed's Top Products and unleash your swing with Golf's #1 Swing Speed Training Aid.
✅ Speed Sticks with 3 levels of resistance
✅ Complete Training App & Stat Tracking
✅ Gain 20 yards of distance in just 6 weeks
✅ 15 minutes, 3x a week, that's all it takes
Proven results to hit the ball further. Don't miss out on our biggest sale of the year! 💪
SuperSpeed Golf Training Systemblack friday offer · 2025-11-20
SuperSpeed Black Friday Sale Up To 40% OFF🔥
The offer: "SuperSpeed Black Friday Sale Up To 40% OFF🔥." % off
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Add MORE DISTANCE to your game this Black Friday! 🔥🏌️♂️ Get up to 40% OFF SuperSpeed's Top Products and unleash your swing with Golf's #1 Swing Speed Training Aid.
✅ Gain 20 yards of distance in just 6 weeks
✅ 3 precision weighted clubs
✅ 15 minutes, 3x a week, that's all it takes
✅ Complete Training App & Stat Tracking
Proven results to hit the ball further. Don't miss out on our biggest sale of the year! 💪
SuperSpeed Golf Training Systemgeneral sale · 2025-12-10
Up To 35% Off Sitewide
The offer: "Up To 35% Off Sitewide." % off
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UNLEASH YOUR INNER CHAMPION!
Train with the mindset of a 5x Major Champion!
What's your excuse for not being one?
Take control, boost performance and DOMINATE!
SuperSpeed Golf Training Systemgeneral sale · 2025-10-20
How to Increase Swing Speed
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Faster Swings ➡️ Farther Drives ➡️ Lower Scores ⛳️🏌 Golf's #1 Swing Speed Training Aid used by Tour players around the world like Padraig Harrington #UnleashYourSpeed
The offer: "That's right - we have the TaylorMade Qi35 Max Driver on sale for $250 off - and save even more if you buy used." $ off
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That's right - we have the TaylorMade Qi35 Max Driver on sale for $250 off - and save even more if you buy used.
Shop the Golf Avenue Black Friday sale now!
The offer: "That's right - we have the TaylorMade Qi35 Driver on sale for 30% off - and save even more if you buy used." % off
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That's right - we have the TaylorMade Qi35 Driver on sale for 30% off - and save even more if you buy used.
Shop the Golf Avenue Black Friday sale now!
The offer: "TaylorMade Qi35 Iron Set on sale for 30% off!" % off
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TaylorMade Qi35 Iron Set on sale for 30% off! 💰
Want to save even more? Buy used and score a hole-in-one deal!
Shop the Black Friday sale now and play smarter, not harder! ⛳️
The offer: "That's right - we have the TaylorMade Qi35 Iron Set on sale for $300 off - and save even more if you buy used." $ off
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That's right - we have the TaylorMade Qi35 Iron Set on sale for $300 off - and save even more if you buy used.
Shop the Golf Avenue Black Friday sale now!
The offer: "🏌️ TaylorMade Qi35 Driver now $250 off - plus extra savings on used clubs." $ off, Price point
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Score big with Golf Avenue's Black Friday sale! 🏌️
TaylorMade Qi35 Driver now $250 off - plus extra savings on used clubs.
Shop smart, play better, and save smarter too!
The offer: "🏌️ TaylorMade Qi35 Driver now $250 off - plus extra savings on used clubs." $ off, Price point
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Score big with Golf Avenue's Black Friday sale! 🏌️
TaylorMade Qi35 Driver now $250 off - plus extra savings on used clubs.
Shop smart, play better, and save smarter too!
DS-ADAPT Drivers feature 4 models to fit every golfer paired with FutureFit33, which offers 33 unique lofts & lie settings to find your ideal ball ad window, minimize your miss, maximize your distance, and Dial-in Your Game.
The DS-ADAPT X model delivers the perfect blend of speed and forgiveness and with FutureFit33™, offering 33 unique loft & lie settings, you can dial-in your ideal ball ad window, minimize your miss, maximize your distance.
DS-ADAPT Drivers feature 4 models to fit every golfer paired with FutureFit33, which offers 33 unique lofts & lie settings to find your ideal ball ad window, minimize your miss, maximize your distance, and Dial-in Your Game.
Golf Daddy Simulator to Auto Detect Feature | $99 Golf at Home Simulator
The offer: "With the Golf Daddy Simulator, you can: ✅ Play golf at home for just $99 ✅ Get instant swing and divot analysis ✅ Practice with realistic..." Price point
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The Golf Daddy Simulator just got its biggest update yet to introducing Auto Detect, the new hands-free swing detection system! 🏌️♂️
In this video, we walk you through how Auto Detect works, how to set up your play space, and how the Golf Daddy app instantly tracks your swing, divot, and ball ad window without pressing start. From calibrating your mat to seeing real-time swing feedback, this feature makes practicing golf at home smoother and more realistic than ever.
With the Golf Daddy Simulator, you can:
✅ Play golf at home for just $99
✅ Get instant swing and divot analysis
✅ Practice with realistic ball ad window tracking
✅ Improve your game anytime, anywhere
We’ll show you live gameplay on courses like Sedona, Matterhorn, Cape, and Back Bay, plus explain how divot feedback helps you strike the ball better and lower your scores.
Whether you’re looking for a budget golf simulator, a fun way to play golf indoors, or a tool to improve your swing mechanics, the Golf Daddy Simulator delivers.
👉 Order your Golf Daddy Simulator here: GolfDaddy.com
Reviewing the Golf Daddy no ball golf simulator. ⛳️
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Reviewing the Golf Daddy no ball golf simulator. ⛳️ Golf Daddy is a perfect gift for any Golfer looking to improve and perform this winter. Simply use your phone to take a swing on the app and you see exactly where your ball landed and get instant feedback. The Golf Daddy is a great product that significantly helps golfers gain consistency,and play better golf on the course.
Unlock your best swing this Black Friday. For the first time ever, Golf Daddy includes 3 months of personalized coaching with your simulator. Real coaches. Daily feedback. Faster improvement than any range session. This is your unfair advantage, don’t miss it.
This Black Friday, every Golf Daddy simulator includes 1 month of coaching so you can experience how fast real feedback improves your game. One month. Real coaches. Real results.
Why it works: Sale is gated behind an email signup, 'VIPs shop first' turns the list-build into the offer itself.
Steal this: Run a 2-week pre-BF list-build ad where the only CTA is 'get early access', then retarget that list on day one.
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Hello, it’s BLACK FRIDAY…early! The literal biggest sale of the year at the only place that matters. So sign up now so you don’t don’t miss out on the chance to save BIG on award-winning best selling comfort before anyone else.
Why it works: 'BLACK FRIDAY…early' collapses the anticipation and the discount into one line, so the teaser still carries an offer.
Steal this: Ship your BF creative a week early with the word 'early' bolted on rather than building a separate teaser concept.
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Hello, it’s BLACK FRIDAY…early! The literal biggest sale of the year at the only place that matters. So don’t miss out on saving BIG on award-winning best selling comfort before anyone else.
Why it works: 'The literal biggest sale of the year at the only place that matters', superlative plus swagger, no product claim needed.
Steal this: Write one BF voice line you can run across every SKU so the sale reads as a brand moment, not a discount dump.
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Hello, it’s BLACK FRIDAY! The literal biggest sale of the year at the only place that matters. So don’t miss out on saving BIG on award-winning best selling comfort.
Why it works: 'Don't miss out on our biggest sale of the year' paired with the bundle as the hero unit.
Steal this: Make the bundle the BF hero SKU, not the single unit, same discount, much better contribution margin.
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Don't miss out on our biggest sale of the year! 🤑✨
The protein packed bundles you've been waiting for.
Now with up to 35% off during our Black Friday sale.
Why it works: Price anchor instead of a percentage, 'For as low as $98, just for Black Friday & Cyber Monday' makes the saving concrete.
Steal this: When your % is unimpressive, advertise the floor price instead; $98 lands harder than 20% off.
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For as low as $98, just for Black Friday & Cyber Monday, enjoy the only clinically proven shower filter - it’s the holiday season, and everyone deserves clean water.
Here’s what our 500,000+ customers love:
☑️ 81% Experienced Less Hair Shedding
☑️ 71% Experienced Less Acne
Why it works: Free gift with $250+ threshold replaces a deeper discount, 'exclusive Big Bag free while supplies last'.
Steal this: Extend into Cyber Monday with a GWP at an AOV threshold instead of cutting price again.
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You read right. Shop 25% off sitewide during our biggest sale of the year, and get our exclusive Big Bag for free while supplies last, when you purchase $250+.
Why it works: 'Getting even BIGGER' gives a legitimate reason to re-email and re-serve the same audience on Monday.
Steal this: Announce an escalation, not an extension, people forgive a bigger sale, they ignore a longer one.
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Our BIG Black Friday Sale is getting even BIGGER. Shop our very best, Linen, Cashmere, and Flannel, for half-off. Save big on everything but the mattress now.
Why it works: 'EXTENDED' plus a free limited-edition hat gives the extension a new hook beyond more time. (Labor Day 2026 sale, same extension mechanic.)
Steal this: Attach a new free item to the extension so the second wave has something the first wave didn't.
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🚨 EXTENDED Labor Day Sale!
🧢 FREE limited edition hat!
25% Off SITEWIDE!
Plus, bundles are up to 45% off, which is frankly irresponsible of us
FREE shipping starts at $50.
Your move. Extended Labor Day Sale ends soon!
What are ylu going sitting there? Let's go!
Why it works: Anti-clutter gifting angle, 'without adding more clutter to their shelves or changing their routine'.
Steal this: If you sell an upgrade to something people already own, sell it as the gift that adds no obligation.
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What if you could gift someone their best skin & hair without adding more clutter to their shelves or changing their routine?
Well, you can with Jolie! A simple upgrade that makes all the difference.
Why it works: Mystery free gift with every order, curiosity replaces a discount as the incentive.
Steal this: Use a mystery GWP when you can't afford a deeper cut; curiosity converts nearly as well as a percentage.
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🚨 FREE MYSTERY GIFT*🚨
🎁 Every order comes with a MYSTERY FREE gift.
😱 I can't say what you'll get but let's just say you're unlikely to be disappointed 👀
*Offer only available at hismileteeth.com. Gift range varies per region. 1 gift per order, while stocks last. T&Cs apply.
The Mother's Day Gift She'll Actually Use. Free Shipping.
Why it works: 'The Gift She'll Actually Use' plus a review quote, pre-empts the 'they won't want it' gifting fear.
Steal this: Lead gifting creative with the recipient's reaction, not the product's features.
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"'I've tried 30+ deodorants. This stuff is legit.', Kristen ⭐⭐⭐⭐⭐
This Mother's Day, give the deodorant that actually works, for pits, privates, and beyond. Choose your favorite scents, grab the starter pack, and get free shipping for a limited time.
⭐⭐⭐⭐⭐ 350,000+ five-star re
All-Inclusive Bedding. Shop Hardcore Bundles and Get Your Whole Bed for Less
Why it works: 'Get Your Whole Bed for Less' sells the complete solution instead of a discounted item.
Steal this: Bundle to a complete use case ('whole bed', 'whole kitchen') so the discount buys a bigger basket.
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Mix. Match. Bundle. Save. Pair your fave colors with your fave textures to make your perfect bed for less. Shop award-winning bundles from Brooklinen now.
Why it works: '40% off new best selling bundles, every 48 hours', rotating drops create repeat visits across the BF window.
Steal this: Rotate which bundle is on deepest discount every 48 hours to give returning traffic a reason to check back.
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Hello, it’s BLACK FRIDAY! The literal biggest sale of the year at the only place that matters. Time to get wild about bundles. Shop 40% off new best selling bundles, every 48 hours.
Why it works: Packs framed as the default purchase: 'Bundle our top-rated shirts together and save'.
Steal this: Default your BF landing page to the multi-pack; single units should be the harder option to find.
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Shop your new favorite shirt(s)(s)(s)(s)
Bundle our top-rated shirts together and save with True Classic packs. The only drawback? You can’t wear them all at once.
Why it works: Dollar-savings anchor at absurd scale, '$1,118 OFF + FREE GIFT ENDS SOON' on the top bundle.
Steal this: On high-ticket bundles advertise the dollar saving, not the percentage; the bigger number wins.
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If you’re going to upgrade your kitchen, go all in. Right now, save $1,118 and get a FREE gift with the Sundown Sizzle Bundle during the Labor Day Sale.
Cookware, knives, mixing bowls and a HexMill come together in one complete kitchen upgrade, all backed by HexClad performance.
Why it works: Stacks three free gifts on top of 54% off, the offer reads as overwhelming value in one glance.
Steal this: Stack GWPs onto a bundle discount so the offer can't be price-matched on the headline number alone.
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54% OFF + 3 FREE GIFTS | Squatch Stack Bundle
⭐⭐⭐⭐⭐ Tens of thousands of 5 star reviews
🤑 54% OFF sale ends soon!
🧼 Try our soap & deo to score a MASSIVE discount + 3 FREE GIFTS!
🔗 New customers only, click here to claim!
🫚 Made with natural ingredients
👃 Amazing scents that me
Why it works: Partner GWP with a hard price tag, 'A FREE $99 Gift for Your Dog', value without discounting the product.
Steal this: Partner with a non-competing brand for a high-perceived-value GWP instead of cutting your own margin.
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You shouldn't have to choose between better nutrition and peace of mind. Sundays for Dogs and Fi have teamed up to make dog parenting easier. Start your Sundays plan and get a FREE Fi GPS Tracker + 6 Month Membership ($99 Value).
Why it works: Runs on Christmas Eve because the product has no shipping cutoff, digital delivery is the whole advantage.
Steal this: If any part of your catalog delivers instantly, run it hard the week everyone else has stopped shipping.
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❤️ Show them that their stories matter ❤️
Give a loved one Storyworth, and their timeless stories will be captured forever.
1️⃣ We send weekly questions about their life.
2️⃣ They simply reply by email with a story.
3️⃣ A keepsake book is printed with all their memories.
A yea
Why it works: 'Delivered to their email inbox when you want', the timing control is the feature being sold.
Steal this: Sell scheduled delivery as a feature in late December; it converts the panicked gifter.
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The people we love most can be the hardest to shop for. When you give them Storyworth, you’re telling them that their stories matter. Plus it can be delivered to their email inbox when you want, including right now.
Why it works: Two urgency devices at once, 'Ends Soon' plus 'before we sell out again', deadline and stock.
Steal this: Pair a time deadline with a stock warning; either alone is easy to ignore.
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It's the holiday season, and everyone deserves clean water. Enjoy 20% off the only clinically proven shower filter before we sell out again.
Here’s what our 500,000+ customers love:
☑️ 81% Experienced Less Hair Shedding
☑️ 71% Experienced Less Acne
☑️ 69% Experienced Less Scalp
Why it works: 'It's ending SOON' in caps inside otherwise playful copy, the urgency is the only shouted word.
Steal this: Capitalise exactly one urgency word so it reads as emphasis rather than as a shouty discount ad.
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It’s the ONLY Black Friday Sale that matters and it’s ending SOON. Don’t miss out on a chance to get 25% off our latest and greatest, like cool, crisp Classic Percale and luxuriously smooth Luxe Sateen, in all-new patterns and colors.
🔥 LAST CHANCE TO SAVE DURING THE END OF SUMMER SALE🔥
Why it works: Fire emoji framing plus a hard dollar save and a free pan valued in the copy, maximum density. (End of Summer 2026 sale.)
Steal this: Run your final-hours creative at higher information density than your teaser; late buyers want the full deal spelled out.
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🎁 The End of Summer Sale ENDS SOON! 🎁 Save €459* and get a FREE Deep Sauté Pan (€209 value!) when you buy our best-selling 13-Piece Cookware Set.
✔️ 20 cm Pan + Lid
✔️ 25 cm Pan + Lid
✔️ 30 cm Pan + Lid
✔️ 30 cm Wok
✔️ 1.8 L Pot + Lid
✔️ 2.8 L Pot + Lid
✔️ 7.5 L Pot + Lid
✔️ 4.
Why it works: Hard date in the headline, '20% Off Until 12/31', converts the dead week between Christmas and New Year.
Steal this: Run a named end-date offer on Dec 26-31; that week has cheap inventory and high intent.
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Start 2026 with cleaner shower water for healthier skin and hair. Enjoy 20% off the only clinically proven shower filter until 12/31
Here’s what our 500,000+ customers love:
☑️ 81% Experienced Less Hair Shedding
☑️ 71% Experienced Less Acne
☑️ 69% Experienced Less Scalp Itchines
Why it works: 'New Year Sale: Get 50% off your first order' as headline on a long problem-agitate body, offer plus education.
Steal this: Pair a Q5 offer headline with your best evergreen education copy; new-year buyers need both.
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Hey parents -- ever stress over your kids not getting all the essentials they need?
Can a supplement help?
At Hiya -- we help fill in the most common gaps.
With just one multivitamin a day -- designed 100% for kids.
Expert-formulated 👩🔬
Parent approved 👨👩👧👦
15+ essential
Jones Road Beautyq5 new year and self-gift · 2026-09-05
New Year, Better Routine
Why it works: 'New Year, Better Routine' reframes a product launch as a resolution, no discount required.
Steal this: Sell the January routine reset rather than a January discount if your margins can't take another cut.
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Revive dry, dull winter skin with The Body Collection by Jones Road. The collection consists of five intentional formulas, each enriched with ceramides and other deeply nourishing ingredients to comfort dryness, restore softness, and support overall skin health.
Confirm the Q4 promo calendar and the Black Friday offer depth against marginYour team with Rosewater
Mobile PageSpeed audit on every paid landing pageCRO partner
Creative Demand Model for November: 40+ sale assets plus the evergreen batchRosewater
Brief your creative partners on the 18-asset shot listRosewater
Sep 21 to Oct 4
Sale hub and advertorial pages in buildCRO partner
Free-shipping threshold test liveCRO partner
October brand moment creative in productionYour creative team
Early-access sign-up flow built in Klaviyo (list + SMS)Email
Oct 5 to 18
October brand moment liveRosewater
Offer mechanic test live (3 to 5 offers, profit per visitor)CRO partner
Top-six abandonment fixes shippedCRO partner
First sale statics delivered for reviewYour creative team
Oct 19 to Nov 1
Cart drawer, BNPL and Shop Pay placement doneCRO partner
Discount combinations configured and testedYour ops team
Halloween / early-Nov flash live Oct 28Rosewater
Early Bird and teaser creative final Oct 30Your creative team
Nov 2 to 8
Early Bird / Veterans Day ad window submitted Nov 3, live Nov 6Rosewater
Teaser + gift guide ad window submitted Nov 6Rosewater
Code freeze Fri Nov 6: theme, apps, checkout lockedYour ops team
Inventory and fulfillment cutoffs confirmed with the 3PLYour ops team
Nov 9 to 15
Teasers and gift guides live Nov 9; early-access sign-up ads runningRosewater
Full Black Friday batch final Nov 13 (statics, wrappers, Reels, catalog frames)Your creative team
Q5 pages pre-builtCRO partner
Email/SMS calendar for Nov 19 to Dec 2 locked, with send times from tab 05Email
Nov 16 to 22
Early-access ad window submitted Nov 16, live Thu Nov 19 to the listRosewater
Black Friday public batch submitted Fri Nov 20Rosewater
Discount combinations retested Nov 16Your ops team
Hourly sale pacer connected and testedRosewater
Nov 23 to 29
Public offer live Mon Nov 23, 12am PTRosewater
Budgets raised Wed night for Thanksgiving, Thu night for FridayRosewater
Final-hours creative live Sun Nov 29, 5pm PTRosewater
No structural edits all weekEveryone
Nov 30 to Dec 6
Cyber Monday "just got bigger" live 12am; second raise 3pm PTRosewater
Extension Tue Dec 1; sale assets paused Wed Dec 2Rosewater
Holiday gifting ad window live Dec 2Rosewater
Sale recap with hourly read, next-year notes loggedRosewater
Dec 7 to 20
Order-by countdown live Dec 10, date swapped daily from Dec 14Rosewater
Cutoff banner on site, PDP, checkout, emailYour ops team + Email
E-gift card ad window live Dec 18Rosewater
Q5 batch submitted Dec 21Rosewater
Dec 21 to Jan 15
Budgets down Dec 24 to 25; gift cards onlyRosewater
Q5 ad window live Sat Dec 26 with fresh creativeRosewater
New Year offer page and gift-card redemption page liveCRO partner
Back to evergreen structure by Jan 11; full-season recapRosewater
Who does what. Rosewater (Max, Mylene) runs Meta and Google and the hourly pacer; Dan owns the promo calendar, the Ro launch date, email and SMS; Dan King and the Spoiler creative partners build the assets; Rosewater briefs, schedules and measures.
07.2
The creative schedule: 94 moment ads across 10 ad windows, first creative kit due Wed Oct 7
The go-live sheet turned into a briefing schedule: what to make, how many, for whom, and the day each kit is due.
Moment ads in the schedule
94
61 statics · 11 GIFs · 22 videos
Ad windows
10
each with a creative kit date, a submit date and a live date
First creative kit due
Wed Oct 7
for Play & Learn as the offer (H2 test)
Biggest live week
28 ads
week of Mon Nov 23
Creative kit rule
5 days before live
submitted to Meta 3 days before
Evergreen alongside
57 assets in October
the CDM lanes keep running through every window
How this ties to the Creative Demand Model. The October Creative Demand Model sets 85 assets for October (57 evergreen across six persona lanes, 11 for the Ro launch, 17 banked for November: 8 early-access and 9 Black Friday, kits approved Nov 15 and Nov 21). The schedule below is the same November work on the playbook's dates, plus the windows the CDM does not carry yet: teaser and list-building, final hours, Cyber Monday, gifting, order-by, e-gift and Q5.
07.3
Window by window: what to brief, how many, and when it is due
Every row is a batch the creative team can put straight into the concept log. Counts are launched ads (distinct ad IDs), statics first with a GIF cut of each hero and video for reach. The kit is approved five days before go-live and submitted to Meta three days before.
Ad window and offer
Creative kit approved
Submit
Live
Ads
Static / GIF / video
Persona lanes (ads each)
Brief angle
Destination
Play & Learn as the offer (H2 test) 60 Day Play & Learn Guarantee as the whole offer
Wed Oct 7
Fri Oct 9
Mon Oct 12
6
4 / 0 / 2
Three-putters and high handicaps 3, Review-led researchers 3
"Sixty days on the green"; the objection answered before the price
OG page, guarantee in the first screen
Ro mallet launch Full price; the launch is the moment (H4)
"It's not where the shaft goes, it's where the ball goes"; center-shafted, toe-up, the roll
Ro product page
Teaser + gift tiers + list No number; "the list shops first"
Wed Nov 4
Fri Nov 6
Mon Nov 9
8
5 / 0 / 3
Gift givers 4, Review-led researchers 2, Single-digit gear switchers 2
Teaser Reels with the date, the gift tiers with prices, sign-up CTA
early-access sign-up, gift tier page
Early access The Black Friday figure (H1), to the list, site visitors and engagers first
Sun Nov 15
Tue Nov 17
Fri Nov 20
8
6 / 0 / 2
Review-led researchers 3, Single-digit gear switchers 3, Gift givers 2
"You are in early"; the number and first dibs on the Ro
OG and Ro pages, list only
Black Friday public batch The Black Friday figure, the year's best
Wed Nov 18
Fri Nov 20
Mon Nov 23
23
15 / 4 / 4
Single-digit gear switchers 6, Review-led researchers 6, Understand the stroke 4, Three-putters and high handicaps 3, Zero-torque comparison shoppers 2, Gift givers 2
The number in the first frame on every proven hook: award statics with a reason to act, the roll with the offer on it, text-only, was/now, founder cut
OG and Ro pages with the offer in the first screen; comparison page for proof hooks
Final hours Ends tonight
Tue Nov 24
Thu Nov 26
Sun Nov 29
5
4 / 1 / 0
Single-digit gear switchers 2, Review-led researchers 2, Gift givers 1
"Final hours"; reused Mon evening and Tue as "extended"
OG and Ro pages
Cyber Monday: something in the box (H3) Same figure plus a gift with purchase (headcover or grip)
Wed Nov 25
Fri Nov 27
Mon Nov 30
7
5 / 2 / 0
Single-digit gear switchers 3, Gift givers 2, Review-led researchers 2
"The sale just got bigger"; show the gift, not just name it
OG and Ro pages
Gifting + blade or mallet, decided for you The gift tiers, lighter depth, arrives by Christmas
Fri Nov 27
Sun Nov 29
Wed Dec 2
11
6 / 2 / 3
Gift givers 7, Three-putters and high handicaps 2, Review-led researchers 2
"For the golfer who already has everything"; the quiz as the gift; the credential with the date
gift tier page, quiz page
Order-by countdown + e-gift Order by the UPS ground date; e-gift card after
Sat Dec 5
Mon Dec 7
Thu Dec 10
6
5 / 0 / 1
Gift givers 5, Single-digit gear switchers 1
The date is the ad; swapped daily from Dec 14; instant-delivery e-gift from Dec 18
product pages with the order-by banner, e-gift page
Q5: actually, become a better putter New Year offer (shape decided in December), the guarantee standing
Mon Dec 21
Wed Dec 23
Sat Dec 26
9
5 / 1 / 3
Understand the stroke 3, Three-putters and high handicaps 3, Single-digit gear switchers 2, Review-led researchers 1
Resolution and feedback over forgiveness; spend the gift card; the year's cheapest CPMs
OG and Ro pages
Counts are distinct launched ad IDs. Lane counts reconcile to the window total. Rosewater briefs and schedules; your creative partners build: Dan King (King Marketing) and the Spoiler in-house team; concept log in the shared Google Sheet; 9x16 plus 4x5 per concept.
07.4
Week by week: kits due and ads going live
Week of
Creative kits due (ads in kit)
Ads live
Windows going live
Mon Oct 5
Play & Learn as the offer (H2 test) (6) Ro mallet launch (11)
-
-
Mon Oct 12
-
17
Play & Learn as the offer (H2 test), Ro mallet launch
Mon Nov 2
Teaser + gift tiers + list (8)
-
-
Mon Nov 9
Early access (8)
8
Teaser + gift tiers + list
Mon Nov 16
Black Friday public batch (23)
8
Early access
Mon Nov 23
Final hours (5) Cyber Monday: something in the box (H3) (7) Gifting + blade or mallet, decided for you (11)
28
Black Friday public batch, Final hours
Mon Nov 30
Order-by countdown + e-gift (6)
18
Cyber Monday: something in the box (H3), Gifting + blade or mallet, decided for you
Mon Dec 7
-
6
Order-by countdown + e-gift
Mon Dec 21
Q5: actually, become a better putter (9)
9
Q5: actually, become a better putter
Concept #,Ad window,Creative kit approved,Submit to Meta,Live,Persona lane,Ads,Formats (static/GIF/video in window),Offer,Destination,Brief angle,File name stem
"1","Play & Learn as the offer (H2 test)","2026-10-07","2026-10-09","2026-10-12","Three-putters and high handicaps","3","4/0/2","60 Day Play & Learn Guarantee as the whole offer","OG page, guarantee in the first screen","""Sixty days on the green""; the objection answered before the price","Vendor_Threeputtersandhig_PlayLearnastheofferH2t"
"2","Play & Learn as the offer (H2 test)","2026-10-07","2026-10-09","2026-10-12","Review-led researchers","3","4/0/2","60 Day Play & Learn Guarantee as the whole offer","OG page, guarantee in the first screen","""Sixty days on the green""; the objection answered before the price","Vendor_Reviewledresearche_PlayLearnastheofferH2t"
"3","Ro mallet launch","2026-10-09","2026-10-11","2026-10-14","Single-digit gear switchers","4","6/1/4","Full price; the launch is the moment (H4)","Ro product page","""It's not where the shaft goes, it's where the ball goes""; center-shafted, toe-up, the roll","Vendor_Singledigitgearswi_Romalletlaunch"
"4","Ro mallet launch","2026-10-09","2026-10-11","2026-10-14","Zero-torque comparison shoppers","4","6/1/4","Full price; the launch is the moment (H4)","Ro product page","""It's not where the shaft goes, it's where the ball goes""; center-shafted, toe-up, the roll","Vendor_Zerotorquecomparis_Romalletlaunch"
"5","Ro mallet launch","2026-10-09","2026-10-11","2026-10-14","Understand the stroke","3","6/1/4","Full price; the launch is the moment (H4)","Ro product page","""It's not where the shaft goes, it's where the ball goes""; center-shafted, toe-up, the roll","Vendor_Understandthestrok_Romalletlaunch"
"6","Teaser + gift tiers + list","2026-11-04","2026-11-06","2026-11-09","Gift givers","4","5/0/3","No number; ""the list shops first""","early-access sign-up, gift tier page","Teaser Reels with the date, the gift tiers with prices, sign-up CTA","Vendor_Giftgivers_Teasergifttierslist"
"7","Teaser + gift tiers + list","2026-11-04","2026-11-06","2026-11-09","Review-led researchers","2","5/0/3","No number; ""the list shops first""","early-access sign-up, gift tier page","Teaser Reels with the date, the gift tiers with prices, sign-up CTA","Vendor_Reviewledresearche_Teasergifttierslist"
"8","Teaser + gift tiers + list","2026-11-04","2026-11-06","2026-11-09","Single-digit gear switchers","2","5/0/3","No number; ""the list shops first""","early-access sign-up, gift tier page","Teaser Reels with the date, the gift tiers with prices, sign-up CTA","Vendor_Singledigitgearswi_Teasergifttierslist"
"9","Early access","2026-11-15","2026-11-17","2026-11-20","Review-led researchers","3","6/0/2","The Black Friday figure (H1), to the list, site visitors and engagers first","OG and Ro pages, list only","""You are in early""; the number and first dibs on the Ro","Vendor_Reviewledresearche_Earlyaccess"
"10","Early access","2026-11-15","2026-11-17","2026-11-20","Single-digit gear switchers","3","6/0/2","The Black Friday figure (H1), to the list, site visitors and engagers first","OG and Ro pages, list only","""You are in early""; the number and first dibs on the Ro","Vendor_Singledigitgearswi_Earlyaccess"
"11","Early access","2026-11-15","2026-11-17","2026-11-20","Gift givers","2","6/0/2","The Black Friday figure (H1), to the list, site visitors and engagers first","OG and Ro pages, list only","""You are in early""; the number and first dibs on the Ro","Vendor_Giftgivers_Earlyaccess"
"12","Black Friday public batch","2026-11-18","2026-11-20","2026-11-23","Single-digit gear switchers","6","15/4/4","The Black Friday figure, the year's best","OG and Ro pages with the offer in the first screen; comparison page for proof hooks","The number in the first frame on every proven hook: award statics with a reason to act, the roll with the offer on it, text-only, was/now, founder cut","Vendor_Singledigitgearswi_BlackFridaypublicbatch"
"13","Black Friday public batch","2026-11-18","2026-11-20","2026-11-23","Review-led researchers","6","15/4/4","The Black Friday figure, the year's best","OG and Ro pages with the offer in the first screen; comparison page for proof hooks","The number in the first frame on every proven hook: award statics with a reason to act, the roll with the offer on it, text-only, was/now, founder cut","Vendor_Reviewledresearche_BlackFridaypublicbatch"
"14","Black Friday public batch","2026-11-18","2026-11-20","2026-11-23","Understand the stroke","4","15/4/4","The Black Friday figure, the year's best","OG and Ro pages with the offer in the first screen; comparison page for proof hooks","The number in the first frame on every proven hook: award statics with a reason to act, the roll with the offer on it, text-only, was/now, founder cut","Vendor_Understandthestrok_BlackFridaypublicbatch"
"15","Black Friday public batch","2026-11-18","2026-11-20","2026-11-23","Three-putters and high handicaps","3","15/4/4","The Black Friday figure, the year's best","OG and Ro pages with the offer in the first screen; comparison page for proof hooks","The number in the first frame on every proven hook: award statics with a reason to act, the roll with the offer on it, text-only, was/now, founder cut","Vendor_Threeputtersandhig_BlackFridaypublicbatch"
"16","Black Friday public batch","2026-11-18","2026-11-20","2026-11-23","Zero-torque comparison shoppers","2","15/4/4","The Black Friday figure, the year's best","OG and Ro pages with the offer in the first screen; comparison page for proof hooks","The number in the first frame on every proven hook: award statics with a reason to act, the roll with the offer on it, text-only, was/now, founder cut","Vendor_Zerotorquecomparis_BlackFridaypublicbatch"
"17","Black Friday public batch","2026-11-18","2026-11-20","2026-11-23","Gift givers","2","15/4/4","The Black Friday figure, the year's best","OG and Ro pages with the offer in the first screen; comparison page for proof hooks","The number in the first frame on every proven hook: award statics with a reason to act, the roll with the offer on it, text-only, was/now, founder cut","Vendor_Giftgivers_BlackFridaypublicbatch"
"18","Final hours","2026-11-24","2026-11-26","2026-11-29","Single-digit gear switchers","2","4/1/0","Ends tonight","OG and Ro pages","""Final hours""; reused Mon evening and Tue as ""extended""","Vendor_Singledigitgearswi_Finalhours"
"19","Final hours","2026-11-24","2026-11-26","2026-11-29","Review-led researchers","2","4/1/0","Ends tonight","OG and Ro pages","""Final hours""; reused Mon evening and Tue as ""extended""","Vendor_Reviewledresearche_Finalhours"
"20","Final hours","2026-11-24","2026-11-26","2026-11-29","Gift givers","1","4/1/0","Ends tonight","OG and Ro pages","""Final hours""; reused Mon evening and Tue as ""extended""","Vendor_Giftgivers_Finalhours"
"21","Cyber Monday: something in the box (H3)","2026-11-25","2026-11-27","2026-11-30","Single-digit gear switchers","3","5/2/0","Same figure plus a gift with purchase (headcover or grip)","OG and Ro pages","""The sale just got bigger""; show the gift, not just name it","Vendor_Singledigitgearswi_CyberMondaysomethingin"
"22","Cyber Monday: something in the box (H3)","2026-11-25","2026-11-27","2026-11-30","Gift givers","2","5/2/0","Same figure plus a gift with purchase (headcover or grip)","OG and Ro pages","""The sale just got bigger""; show the gift, not just name it","Vendor_Giftgivers_CyberMondaysomethingin"
"23","Cyber Monday: something in the box (H3)","2026-11-25","2026-11-27","2026-11-30","Review-led researchers","2","5/2/0","Same figure plus a gift with purchase (headcover or grip)","OG and Ro pages","""The sale just got bigger""; show the gift, not just name it","Vendor_Reviewledresearche_CyberMondaysomethingin"
"24","Gifting + blade or mallet, decided for you","2026-11-27","2026-11-29","2026-12-02","Gift givers","7","6/2/3","The gift tiers, lighter depth, arrives by Christmas","gift tier page, quiz page","""For the golfer who already has everything""; the quiz as the gift; the credential with the date","Vendor_Giftgivers_Giftingbladeormalletde"
"25","Gifting + blade or mallet, decided for you","2026-11-27","2026-11-29","2026-12-02","Three-putters and high handicaps","2","6/2/3","The gift tiers, lighter depth, arrives by Christmas","gift tier page, quiz page","""For the golfer who already has everything""; the quiz as the gift; the credential with the date","Vendor_Threeputtersandhig_Giftingbladeormalletde"
"26","Gifting + blade or mallet, decided for you","2026-11-27","2026-11-29","2026-12-02","Review-led researchers","2","6/2/3","The gift tiers, lighter depth, arrives by Christmas","gift tier page, quiz page","""For the golfer who already has everything""; the quiz as the gift; the credential with the date","Vendor_Reviewledresearche_Giftingbladeormalletde"
"27","Order-by countdown + e-gift","2026-12-05","2026-12-07","2026-12-10","Gift givers","5","5/0/1","Order by the UPS ground date; e-gift card after","product pages with the order-by banner, e-gift page","The date is the ad; swapped daily from Dec 14; instant-delivery e-gift from Dec 18","Vendor_Giftgivers_Orderbycountdownegift"
"28","Order-by countdown + e-gift","2026-12-05","2026-12-07","2026-12-10","Single-digit gear switchers","1","5/0/1","Order by the UPS ground date; e-gift card after","product pages with the order-by banner, e-gift page","The date is the ad; swapped daily from Dec 14; instant-delivery e-gift from Dec 18","Vendor_Singledigitgearswi_Orderbycountdownegift"
"29","Q5: actually, become a better putter","2026-12-21","2026-12-23","2026-12-26","Understand the stroke","3","5/1/3","New Year offer (shape decided in December), the guarantee standing","OG and Ro pages","Resolution and feedback over forgiveness; spend the gift card; the year's cheapest CPMs","Vendor_Understandthestrok_Q5actuallybecomeabette"
"30","Q5: actually, become a better putter","2026-12-21","2026-12-23","2026-12-26","Three-putters and high handicaps","3","5/1/3","New Year offer (shape decided in December), the guarantee standing","OG and Ro pages","Resolution and feedback over forgiveness; spend the gift card; the year's cheapest CPMs","Vendor_Threeputtersandhig_Q5actuallybecomeabette"
"31","Q5: actually, become a better putter","2026-12-21","2026-12-23","2026-12-26","Single-digit gear switchers","2","5/1/3","New Year offer (shape decided in December), the guarantee standing","OG and Ro pages","Resolution and feedback over forgiveness; spend the gift card; the year's cheapest CPMs","Vendor_Singledigitgearswi_Q5actuallybecomeabette"
"32","Q5: actually, become a better putter","2026-12-21","2026-12-23","2026-12-26","Review-led researchers","1","5/1/3","New Year offer (shape decided in December), the guarantee standing","OG and Ro pages","Resolution and feedback over forgiveness; spend the gift card; the year's cheapest CPMs","Vendor_Reviewledresearche_Q5actuallybecomeabette"
One row per ad window and persona lane, with the file-name stem in Vendor_Persona_Angle form. Paste into the concept log; the creative partner fills its name into the stem. Persona lanes are the six groups from the October Creative Demand Model.
Landing pages the batch points at: OG and Ro product pages with the offer in the first screen (sale hub), a roll-vs-skid comparison page for the proof hooks, a gift tier page with a gift card and one accessory, an e-gift card page from Dec 18. The Nov 16 congruency retest checks every sale ad set against its page before the public batch goes live.
07.5
What we need from your team by October 1
Shopify and GA4 accessDan
The Ro launch date, so the Oct 9 kit deadline and the October windows are fixedDan
Black Friday open: Mon Nov 23 (playbook) or Thu Nov 26 (CDM)Dan + Rosewater
Cost of goods, shipping cost and return rate, so the breakeven grid becomes one line and the dollar figure is setDan
A yes or no on a gift card and one accessory for the gift tiers and the Cyber Monday giftDan
Klaviyo access, so early access has a list to send toDan
07.6
Sources
Market figures in this playbook come from published 2024 and 2025 datasets. Where a figure is derived from two published numbers, the tab says so.