For BODYFX, Black Friday had followed the same pattern every year: a deep sitewide discount, a short-term revenue spike, and a margin hole to climb out of through December. Heading into its busiest trading period, the brand wanted the volume Black Friday can deliver, without giving away the profit that makes the rest of the year work.
The challenge
A blanket discount is the easiest lever to pull and the most expensive one. The brief was to protect margin during the single highest-revenue weekend of the year, which meant rethinking the offer structure rather than just running the same playbook harder.
What In-box did
- Built a tiered offer structure so discount depth increased with basket value instead of applying flat across every order
- Warmed the list weeks ahead of the event with early-access sign-ups, concentrating demand into the window that mattered
- Ran a staged send plan across the full Black Friday weekend rather than a single all-at-once blast
- Segmented by engagement so the deepest discounts went only to the customers who genuinely needed the extra push to convert
The results
BODYFX delivered peak-season revenue without a blanket sitewide discount, protecting margin across the entire trading period, and walked away with a repeatable playbook for the following year, rather than a one-off campaign that has to be reinvented annually.
The takeaway for seasonal and peak-trading brands: Black Friday revenue and Black Friday margin don't have to be a trade-off, tiered, segmented offers usually beat a single sitewide discount on both fronts.
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