Black Friday and Cyber Monday remain the biggest moments in retail, with significant pressure on brands in 2025. Tariffs and high financing costs are squeezing margins, while consumers are price sensitive. In this environment, building loyalty ahead of time is critical – without it, brands risk deeper margin cuts and missed sales when competition peaks. Fospha.
The challenge brands face is their reliance on inadequate measurement. Multi-Touch Attribution and Last Click obstruct the complete impact of full-funnel channels like TikTok, Meta, Snapchat, YouTube or Demand Gen, which are chronically under-credited by legacy tools. What’s more, every ad platform inflates credit when conversions spike, preventing the view of which campaigns are driving incremental sales. Fospha‘s Peak Playbook 2025 demonstrates how full-funnel, cross-channel measurement is the fuel to establishing a powerful customer acquisition engine for this year’s peak.
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The report outlines strategies per platform, spanning before, during and after peak.
Insights:
- TikTok has become a major source of new customer acquisition, with 50% of conversions coming from first-time buyers. Top brands allocate 25% of spend to awareness and consideration before peak.
- Meta remains the biggest investment channel. Advertisers win with Advantage+ automation, Reels, and creator-led content.
- Snapchat offered the lowest CPM increases during Black Friday 2024, and it remains underinvested.
- YouTube and Demand Gen are surging, with 30% and 25% better ROAS YoY, respectively.
- Performance Max and Search continue to be the backbone of demand capture, with significant growth potential remaining.
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Sam Carter, CEO at Fospha, said: “Platform-reported metrics and Last Click are flawed at the best of times but during peak, it’s the wild west. With a huge increase in online activity and purchasing intent, it’s not surprising to see in-platform measurement models fighting for the extra credit. As consumer behavior gets more complex and spans more channels, it’s simply not good enough to rely on signals that are more wrong than they are right. This is a granular, easy to implement, complete resource for brands who want to have their most profitable BFCM to date.”
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Source – PR Newswire
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