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Black Friday Did a Record $11.8B Last Year. Here's the BFCM and Affiliate Playbook Josh Snow Used to Capitalize on It and Scale His Brand to Nine Figures.

Josh breaks down Black Friday offers and creator ads for ecom brands, then covers Q5 and what changes for lead gen and service businesses.

TikTok cover of a Harman Kardon Onyx 8 speaker from the creator account @resellergrowth — Harman Kardon Onyx 8@resellergrowth

TikTok cover of a Harman Kardon Onyx 8 speaker from the creator account @needthatdeal — Harman Kardon Onyx 8@needthatdeal

TikTok cover of the PetPivot AutoScooper self-cleaning litter box from the creator account @wildttfinds — PetPivot AutoScooper@wildttfinds

TikTok cover of the Nex Playground game console from the creator account @autumnnrideout — Nex Playground@autumnnrideout

$806.1Ksold in one 17-hour TikTok LIVENex Playground · Nov 20, 2025

BFCM 2025 creator videos. Data: TikTok, FastMoss.

Inside the replay

Gifts that beat a deeper discount

Josh puts the math on screen for testing a digital gift before cutting price, then builds a bundle ladder around one hero product.

Creator posts running as ads

Why ads run from a creator's identity can cost less on Meta, plus the one to two dollar CPM Josh quotes for clipping.

A prepped Bali Body offer page

Josh zooms in on a buy two get one free build from his team and points out what the buy box needs going into Black Friday.

150 creator videos and 10 sales

A founder in the Netherlands asked why free samples barely sold. Josh explains what he would change and how he recuts a weak 30 second ad.

Creators when nothing ships

Lead gen and products too expensive to sample still work with creators. Josh covers what they hold up on camera when there is nothing to unbox.

Q5, December 26 to mid January

How to keep new customers buying after the weekend, plus the free guide at a gift threshold Josh has used in every business since.

SNOW: bootstrapped to $100MStocked in CVS, Target, Nordstrom Rack, Neiman MarcusAbout $84M in sales through affiliatesRoughly $10M in commissions paidOwner of affiliatemarketing.com

From Josh

I bootstrapped SNOW to $100M in about 3 years with no outside money and got it onto shelves at CVS, Target, Nordstrom Rack and Neiman Marcus. I have also done about $84M in sales through affiliates and paid out around $10M in commissions. On September 28 I went live with how I would set up Black Friday 2026 and took questions from founders in the chat.

For you if

You sell direct to consumers online and Q4 is your biggest window
You have creator posts that sold and you want them working as ads before the weekend
You have Meta spend going into Q4 and only one or two creators feeding it
You want an affiliate channel still selling in January

Skip it if

You plan to mail thousands of free samples and hope one goes viral
You plan to win Black Friday on a bigger discount alone