The Strategic Shift

Q4 marked a departure from Spoonful of Comfort’s traditional holiday playbook. For the first time, the brand tested:

• Its longest-ever BFCM promotional window

• Early access ahead of Black Friday

• Distributed urgency across multiple weeks rather than a compressed spike

The challenge was clear: extend the window without diluting urgency or fatiguing the audience.

The Solution

Re-Architect BFCM with A Longer Window, Intentionally Paced

• Early access created entry without replacing peak urgency

• Seasonal and collection-led storytelling sustained organic demand

• Delivery cutoffs anchored decision-making

• Black Friday and Cyber Monday remained core conversion moments

Campaign Execution
Promotional messaging was balanced with brand-led communication. A plain-text early access email became one of Q4’s highest-revenue sends. Seasonal campaigns ran alongside light promotional callouts to avoid inbox fatigue. Flash offers were layered strategically without escalating discounts. AI segmentation tools ensured targeted follow-ups rather than broad resends.

Automation as a Stabilizer
Sale-aware welcome and abandonment flows captured in-market traffic entering mid-promotion. Smart sending controls preserved urgency without oversaturation. Automation performance remained stable despite increased volume.

Impact

BFCM Performance

• +196.9% YoY growth in email and SMS–attributed revenue

• 46.1% of total BFCM revenue driven by owned channels

Cyber Monday Proof Point

• Record-breaking revenue day

• 64.91% of revenue attributed to email and SMS

The extended window preserved urgency rather than exhausting it.

Q4 Impact

• +25% YoY growth in email and SMS–attributed revenue across Q4

Why It Worked

Performance was driven by disciplined execution, not louder messaging or deeper discounts. By combining strategic pacing with strong lifecycle fundamentals, Spoonful of Comfort extended promotional pressure, maintained urgency at peak moments, and scaled owned-channel revenue.

Testimonial

"BMO has been a proactive and adaptable partner for Spoonful of Comfort. They consistently bring thoughtful planning and strong creative ideas, and they've evolved right alongside our business as our needs have grown. We really do view them as an extension of our team."

Megan Fulton - VP of Growth , Brand, and Partnerships