How to Make the Most of a Post-Election BFCM

It’s no secret that many consumers hold off on purchases in the lead-up to Black Friday in the hopes of snagging a better deal 💸, especially on big-ticket items.

Now the election results are in 🗳️, this trend of ‘revenge buying’ is set to be more pronounced than ever.

Data from October showed that 44% of young adults in the US were spending less and holding back on making purchases pre-election, citing economic and political uncertainty 📉.

This means that Black Friday could be bigger than ever 📈, as shoppers may finally feel ready to open their wallets 💰—creating a unique opportunity for brands to capture demand that’s been building up all season.

This is especially true for brands with higher AOVs 💵 and high-ticket items 🛒 that are more strongly influenced by sentiments of uncertainty.

So how should brands make the most of this opportunity going into Black Friday and Cyber Monday?

Here are three tips:

1. Look at Growth Channels with Less Competition

One of the biggest opportunities lies in channels that aren’t too crowded yet. Take Snapchat, for example. This platform only makes up about 1% of most brands’ media mix, so it has lower CPMs and fewer brands fighting for attention. For those willing to give it a shot, Snapchat could provide some easy conversion wins. Brands that want to diversify and reach new audiences should consider making the most of this less-saturated channel.

2. Consider TikTok for Efficiency

While TikTok does attract more competition—it’s about 7% of most marketing budgets—it’s also a powerful driver for BFCM success. Last year, TikTok saw the biggest month-over-month jump in ROAS from October to November, with a 217% increase. Leaning into TikTok with engaging, authentic content could help brands stand out and drive strong returns.

3. Be Strategic with Scaling Ad Spend

Timing your ad spend ramp can make a huge difference in your BFCM results. Fospha’s data from 2023 showed that the most cost-effective approach was to increase spend at the start of Black Friday week, resulting in an 83% MoM ROAS boost for November.

Different strategies, however, suit different brands. A gradual ramp-up throughout November or a more intense ‘weekend blitz’ might be more effective based on a brand’s budget and desire outcomes. For a deeper dive into these approaches, check out Fospha’s last Black Friday report.

👉 The Bottom Line

This BFCM season, brands have a unique chance to tap into pent-up demand among consumers who have delayed their purchases. By focusing on high-ROAS channels like Snapchat and TikTok, and by timing spend ramps thoughtfully, brands can turn this shopping season into a major revenue driver. Make the most of it and turn this high-stakes season into a big win for your brand.