BFCM Strategy & Playbook – Tyb

The brands that win BFCM on TYB build their community before the rush, then give members a reason to shop first. Last November, unique buyers on TYB ran 97% above the 2025 monthly average. This guide turns our BFCM 2026 webinar into a plan you can hand to your team: the playbook, the dates, and the checklist.

BFCM Webinar September 30, 2026 | PW: BFCM

2025 BFCM at a glance

Metric	November 2025
Unique buyers	+97% vs. the 2025 monthly average (an all-time record)
New members	Joined at 10x a normal month's pace
Challenges completed	3.6M+, driving content, insights and engagement at peak season

What the winning brands did

They tied community activation directly to their BFCM goals, instead of treating community as a separate holiday project.

Brand	What they did	What they got
Beauty brand	Launched a community-exclusive bundle before BFCM and amplified it across channels	3x monthly community growth; 4x revenue from TYB members vs. the prior month; thousands of first-time buyers; record verified reviews and UGC
Apparel brand	Gave the community early access to its BFCM collection	Hit its revenue target early, with 50% of the target driven by community members in the early access window
CPG brand	Used the community to amplify a new flavor launch at a major retail partner during BFCM week	900 pieces of in-store UGC from an upload challenge; 3x monthly community growth; 50% of sales on early access day

The 2026 playbook

TYB runs on a core loop: bring in the right people, activate them with challenges and chat, reward them in ways that feel meaningful, then amplify those moments so more people want in. For BFCM, that loop becomes three steps:

Grow (now → BFCM): bring more customers into your community before the holiday rush.

Activate (now → BFCM): turn your most engaged members into a distribution channel that builds demand.

Convert & Amplify (BFCM week and beyond): give superfans first dibs on TYB Tuesday, then carry the momentum through the holidays.

Key dates

Grow and activate from today, submit your plan by Nov 1, then run Announce, Tease and Countdown challenges into the TYB Tuesday drop on Nov 24, three days before BFCM weekend (Nov 27–30).

Step 1: Grow your community (now → BFCM)

Every member who joins before TYB Tuesday is another shopper on drop day, so growth starts now. Turn on Auto-Enroll first, then put a join CTA on every channel you already run.

Auto-Enroll: the #1 growth driver

Auto-Enroll invites every past purchaser into your community, with their past purchases already credited as coins they can claim when they join. "You have rewards waiting for you" is a much stronger reason to come back than "join our community."

Why it matters: you get more value from customers you've already acquired, plus a built-in way to win back lapsed customers. Some brands have tripled the number of customers in their community with it.

It's now standard: Auto-Enroll is required for brands launching on TYB today.

Low lift: TYB builds, designs and manages the email drip campaign in Klaviyo or Attentive for you. Once it's on, it stays on.

How to start: fill out the Auto-Enroll Typeform here or email brandsupport@tyb.xyz, and we'll walk you through the process end to end.

Put your join link everywhere

Your join link lives in the bottom-left corner of Brand Admin and looks like invite.tyb.xyz/brand/yourbrand. None of these needs to be net new: add the CTA to what you already send.

Channel	How to use it
Email	Build a community CTA into your welcome flow
SMS	Promote a members-first sale or early access through your SMS integration
Instagram Stories	Add a link sticker inviting followers to join
TikTok	Add your join link to your link in bio
DM autoresponder	Use a tool like ManyChat (free) to send every new follower a "join our community" message
Landing page	Add a Join CTA to your site
Creators	Ask creators who already talk about you to invite their audiences into your community

If someone missed your launch post or just followed you, they won't know your community exists unless you tell them. Always-on CTAs close that gap.

Step 2: Activate your members (now → BFCM)

Make activation an always-on part of your marketing calendar: weekly challenges keep members engaged between purchases, and one buzzier monthly reward gives them something to rally around and gives you something to post.

Q4 activation calendar

Each month has one focus tied to the broader marketing calendar, weekly engagement underneath it, and a bigger reward you spotlight on socials.

Month	Focus	Weekly engagement	Monthly reward
October	Prime Day and Halloween. Warm up the deal-hunting mindset; keep it playful, not just sales	Deal-hunting polls tied to Prime Day; costume and seasonal content challenges; early wishlist prompts	Holiday collection giveaway to your top October referrer, spotlighted on socials
November	Being an Insider has its perks. TYB Tuesday gives your biggest fans first access before the rush	Build anticipation through chat and challenges up to TYB Tuesday (Nov 24); launch the drop, then carry it into BFCM weekend; pull from the BFCM Challenge Bank for the whole sale window	Top engaged members get early access to your TYB Tuesday drop or a spot on your 2027 PR list, spotlighted on socials
December	Be a Holiday Hero. Shift from sale mode to gifting and gratitude	Wishlist content challenges; holiday tradition upload challenges; a year-in-review moment celebrating top members	Your highest-earning Obsessions+ member gets their wishlist gifted or a brand-sponsored holiday party, spotlighted on socials

Obsessions+: the #1 acquisition driver

Obsessions+ is TYB's community affiliate program. The loop is simple: members post an Obsession (a review with UGC), share it, influence their friends, and earn real commission on the sales they drive. It turns the word-of-mouth already happening in group chats into trackable, attributed revenue. One brand saw ~700% month-over-month UGC growth after launching.

Doesn't replace your affiliate program. It extends your reach to everyday superfans who would never post a "shop my links" story.

Trackable: sales are attributed through a built-in Shopify pixel.

Low-lift setup: share your billing email and TYB handles the rest.

Already live? Push it to your members now: it will drive purchases. Ask your Account Manager about TYB co-posting in your chat, challenges and socials.

Not live yet? Reach out ASAP to your Account Manager or brandsupport@tyb.xyz. This is a revenue driver you don't want to miss for BFCM.

Turning it on is step one. To give members a reason to sell:

Lever	What to do
Seed	Put product in your top members' hands with TYB gifting
Buzz	Run daily pulses on sharing Obsessions to earn real money, via chat, challenges, socials and email
Reward	Make it a game: for example, your #1 top seller gets a spot on your 2027 PR list

Daily BFCM challenges

Use the BFCM Challenge Bank to make BFCM your biggest engagement window of the year: tease offers, get members chatting early, and keep them shopping and sharing through the full sale window. Co-creation challenges also work here. Ask members what they want, and send the answers to your product team.

Social Boost

Social Boost turns community activity into social reach. Members connect their Instagram to TYB, comment on your post, and are auto-verified and rewarded. You see who took part, their follower counts and the reach they generated. One beverage brand gets ~80% of its post comments from its TYB community, averaging ~400 comments per boost.

Write a conversation starter. Prompts that get members replying to each other create real buzz, not just comment counts.

Find your hidden creators. Filter challenge responses by follower count. If members have 20K+ followers, seed product with them through TYB gifting.

Surprise and delight. Review a member who commented after your boost. A PR box sent to a micro-influencer member often ends up on their feed.

Step 3: Convert & amplify (BFCM week and beyond)

TYB Tuesday, November 24, 2026, is TYB's big cross-channel amplification moment: the Tuesday before Black Friday, when your biggest fans get a reason to shop first. (It's not Giving Tuesday, which falls the following week on Dec 1.)

What to drop on TYB Tuesday

Pick the perk that fits your brand. It doesn't have to be a discount: the chance to buy something first is its own reason to join.

A community-exclusive bundle in your TYB shop

Exclusive holiday merch in your TYB shop

A giveaway

Early access to your BFCM collection

A members-only BFCM code that opens your sitewide sale early

Use the Early Access feature in the TYB Shop. It makes the drop prominent in the app and puts your product at the top of the Global Shop, so it isn't buried in your brand shop.

Run it in phases

Pair every tease with a clear Join CTA: the tease window is your invite window.

Phase	Dates	Goal	Example challenges
Announce	Week of Nov 2	Plant the date and let fans vote	Poll: "Something's dropping 11/24. What should it be?" · This-or-that series: "Bundle Bracket: you make the call" · Text response: "Be honest: what's been sitting in your cart all year?"
Tease	Nov 9–19	Take it to social with Join CTAs	Upload: "Share our 11/24 teaser to your IG Story and tag us" · Social action: "Comment 'I'm in' on our latest post for a clue" · Upload: "Refer a friend before 11/24 and upload your referral"
Countdown	Nov 20–23	Build to drop day	Multiple choice: "Final clue: what do you think is dropping 11/24?" · Text response: "Ready for TYB Tuesday? Reply 'Ready' below"
Drop	Nov 24	Launch, then amplify across channels	Early access: "TYB Tuesday: the drop is live" · Upload: "Snagged the drop? Show us your order"
Unbox	Early December	Keep the momentum going	Upload: "Unbox your TYB Tuesday haul and tag us"

Promote it outside the app

Always push TYB promos through your Klaviyo or Attentive integration, plus SMS and socials. Brands see noticeably lower engagement when a promo lives only in the app.

What this looks like in practice: Brand examples

A skincare brand runs a monthly Community Perk, promoted via email, SMS and in-app. This month: a free branded sample tin of best-sellers with any value-kit purchase, unlocked by a Shopify code shared only with TYB members. It sold out in 2 days.

A b brand gives TYB members lab samples of unreleased formulas. The team collects reviews, before-and-afters and questions that shape launch FAQs.

A beverage brand gave members early access to a new flavor through chat and a challenge, backed by an Instagram Story. In one day, the community grew 5%, engagement rose 62% and orders jumped 900%.

Tell us your plan by Nov 1

Submit your activation plan on the Brand Activation Form by November 1, 2026. TYB will put our channels behind brand moments on TYB Tuesday and throughout the lead-up to BFCM.

After BFCM weekend

BFCM weekend runs Nov 27–30. After it, shift into December's Holiday Hero focus: gifting and gratitude, unboxing challenges, and a year-in-review moment for your top members. That carries momentum into 2027.

Before you go live: ops checklist

Ten minutes now saves a fire drill during the holidays. Send this section to your e-commerce and customer support teams, and work through it before BFCM week.

Test your codes. Run a test order with your TYB codes before BFCM week.

Check code stacking and pricing. TYB codes don't stack with sitewide codes by default, but they can be applied to markdowns. Confirm your stacking settings match in TYB and Shopify.

Confirm your minimum spend goal. It prevents $0 orders. Check it in Brand Admin and make sure it fits your margins.

Review redemption limits. TYB caps coin redemptions to protect your margins. Review your limits on the Coins page in Brand Admin.

Check for app conflicts. E-commerce teams often install new Shopify apps for BFCM discounting or cart logic. Confirm none of them block your TYB codes.

Arm your CX team. Share the TYB member FAQs with your support team, and route TYB-related customer questions to help@tyb.xyz.

Know who to contact. For TYB admin questions, go to your Account Manager or brandsupport@tyb.xyz. For customer support, help@tyb.xyz.

Your next steps

Start growing now, give members a reason to show up first, and let your community do the work on TYB Tuesday.

Set up Auto-Enroll now. Fill out the Auto-Enroll Typeform or email brandsupport@tyb.xyz. TYB builds the Klaviyo or Attentive campaign.

Get Obsessions+ live before BFCM. Contact your Account Manager or brandsupport@tyb.xyz.

Add join CTAs to your welcome email, SMS, socials, link in bio and site.

Plan your member perk: early access, a community-exclusive bundle, holiday merch, a members-only code, or a spot on your 2027 PR list.

Submit your activation plan on the Brand Activation Form by November 1, 2026.

Run Announce, Tease and Drop challenges from the week of Nov 2 through TYB Tuesday, November 24, 2026, using the BFCM Challenge Bank.

Complete the ops checklist with your e-commerce and CX teams before BFCM week.

Resources

Resource	Where to find it
BFCM Webinar Deck	Emailed after the webinar
BFCM Challenge Bank	Linked in the deck and follow-up email
Brand Activation Form	Linked in the deck and follow-up email
Configuration and setup FAQs	Linked in the deck

Questions?

Reach out to your Account Manager or brandsupport@tyb.xyz. Let's make this your best BFCM yet.