You just acquired a large number of first-time buyers at the highest cost of your year.
The week after Cyber Monday is the highest-return and least-planned period in the entire BFCM calendar.
A discount-acquired buyer becomes a discount-only buyer unless something else gives them a reason to return.
Returns are elevated on discounted purchases, and a good returns experience is one of the few reliable conversion points into repeat custom.
Measure BFCM on cohort behaviour over months, not on period revenue, or you will repeat an expensive mistake annually.
Not another discount, at least not first. Delivery expectations, how to use what they bought, and how to reach you if something is wrong.
The full guide has the formats, the deadlines and the worked examples.