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A longer Black Friday that didn't lose its urgency

Spoonful of Comfort's longest-ever sale window, paced across email and SMS: BFCM email and SMS revenue up 196.9% year over year, with owned channels driving 46.1% of BFCM revenue.

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Spoonful of Comfort gift boxes with soup, rolls and cookiesSpoonful of Comfort soup and cookies on a kitchen counter
Case study

Spoonful of Comfort

Spoonful of Comfort's longest-ever sale window, paced across email and SMS: BFCM email and SMS revenue up 196.9% year over year, with owned channels driving 46.1% of BFCM revenue.

Duration
Q4
Focus
Email & SMS, Black Friday, Food & gifting

Services used

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YoY email + SMS revenue across BFCM
+196.9%
Of total BFCM revenue from owned channels
46.1%
Of Cyber Monday revenue from email + SMS
64.91%
YoY email + SMS revenue across Q4
+25%

Overview

For the first time, Spoonful of Comfort ran its longest-ever sale window, with early access before Black Friday.

The challenge

Stretch a sale too long and the audience gets tired before the days that matter most.

Solution & strategy

  • Early access to open the window without stealing the Black Friday peak.
  • Seasonal, collection-led stories running alongside light promotional reminders.
  • Delivery cut-off dates used as natural deadlines.
  • Targeted follow-ups to engaged segments instead of blanket resends.
  • Welcome and abandonment flows rewritten to be sale-aware for mid-promotion traffic.

Results achieved

The pressure was paced, not piled on. A simple plain-text early-access email became one of the highest-earning sends of the quarter, and Cyber Monday became the brand's biggest revenue day on record. Figures are reported from the email and SMS platform (mainly Klaviyo) for the period stated.

  • Email and SMS revenue across BFCM up 196.9% year over year.
  • 46.1% of total BFCM revenue from owned channels; 64.91% of Cyber Monday revenue from email and SMS.
  • Email and SMS revenue across Q4 up 25% year over year.

Proof & creative

Spoonful of Comfort gift boxes with soup, rolls and cookies
Gift box photography used in the campaign.
Spoonful of Comfort soup and cookies on a kitchen counter
The work.
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