Howdy Readers 🥰
In this newsletter, you’ll find:
🧺 This Cyber Week, your bestseller is the boring stuff
💬 ChatGPT Ads are growing up fast, but the rules are still being written
🏆 Ad of the day
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Together with Billo
Your competitor already knows their category’s Q4 benchmark. Do you?
Every “Black Friday guide” treats Q4 like one big shopping event. It isn’t - each category peaks on its own calendar.
Apparel treats Black Friday as a volume play, trading ROAS for total revenue as it scales into December.
A 30% hook rate looks strong - for Health & Beauty, that’s just above average during Q4.
Business & Industrial’s best month last year was December, proving even B2B brands catch a Q4 lift.
Missed your category above? Wondering where your own numbers actually land?
Billo built a free calculator on 80,069 sales-objective Meta video ads across 14 categories from Q4 2025 - see your own category’s peak month, benchmark, and fix in under a minute.
🧺 This Cyber Week, your bestseller is the boring stuff
Adobe’s 2026 holiday forecast has a twist hiding under the $275.1 billion headline. During Cyber Week, it expects online sales of personal hygiene products to run 150% above average September levels. Clothing basics are forecast at 210% above, baby products 113% and pet products 93%.
Shoppers are using deal week to fill cupboards, and a sitewide percentage off a single unit is the weakest way to meet them.
Price the pack, protect the margin
Run this math on any replenishable SKU. Picture an $18 shampoo with a $5 unit cost and $7 to ship:
Single unit at 20% off: $14.40 minus $12 leaves $2.40
Three-pack at $46.50, about 14% off: minus $15 in product and $8 to ship leaves $23.50
The shopper sees a smaller discount but gets a better deal, and you earn nearly ten times more per order. Build one 3-pack and one 6-pack for your top five replenishable SKUs, then make the pack the hero of every Cyber Week ad.
Set the run-out clock
Every stock-up order tells you when that customer will run dry. Use it:
Tag each order with pack size at checkout.
Multiply units by days of use per unit. A 3-pack at 30 days each runs out in about 90 days.
Trigger a reminder flow 10 days before that date.
Offer the subscription in that reminder, when the customer is nearly empty, instead of at checkout.
A Black Friday 3-pack buyer then hears from you in mid-February, long after competitors have gone quiet.
Match the play to your catalog
If you sell essentials, start early. Adobe expects Prime Big Deal Days in October to drive almost $10 billion online and pull shopping interest forward across retailers, not just on Amazon. Run your first pack offer then, and treat Cyber Week as the second wave.
If you sell gifts, attach an essential. A candle brand can offer a wick-trimmer and refill bundle at checkout, so the gift comes with the stock-up item the buyer was planning anyway.
If you sell both, split creative. Gift ads should lead with recipients, and essentials ads should lead with how long the pack lasts.
List your five most replenishable SKUs with unit cost and shipping cost. Price the 3-pack, check the margin, and brief the creative around it this week.
💬 ChatGPT Ads are growing up fast, but the rules are still being written
Six months in, ChatGPT Ads are reaching more users and attracting tens of thousands of advertisers. New research shows what is beginning to work, while OpenAI is already building the tools needed to take campaigns beyond small experiments.
The Breakdown:
ChatGPT Needs Its Own Playbook - CTRs have roughly doubled since launch, but leading advertisers aren’t recycling Google or Meta campaigns. They create 98% new copy specifically for ChatGPT, built around conversational intent.
Early Conversations Win Clicks - Ads shown within the first few turns of a conversation generate the strongest CTR and impression share. Simple product, pricing and feature pages are also the most common destinations.
CTR Changes by Country - Brazil leads at 1.91%, followed by Mexico at 1.55% and Japan at 1.53%, while the U.S. sits at 0.73%. Only Jotform and Resume.io stayed top-10 advertisers across all 20 tracked weeks.
Ecommerce Gets More Firepower - OpenAI now lets advertisers bulk-create product campaigns through spreadsheets, see why products were rejected and analyze additional attributed conversions beyond the campaign’s primary optimization goal.
ChatGPT Ads are developing their own advertising behavior rather than simply becoming another version of search or social ads. Conversational creative, when an ad appears in the chat, and market-specific behavior are already affecting performance, while OpenAI is quickly adding the infrastructure advertisers need to scale.
🏆 Ad of the day
What Works:
Scale Creates Wonder - The oversized skincare jar turned into a boat creates a surreal pattern interrupt, giving the ad strong thumb-stop power while keeping the product unmistakably central.
Setting Adds Aspiration - Paris, the river and breakfast details give the product a luxurious lifestyle context, making the moisturizer feel more elevated and emotionally desirable than a standard pack shot.
Benefit Stays Visible - Despite the surreal concept, the front label still communicates niacinamide, ceramide and hydration benefits, preserving product education while the giant pack strengthens branding recall.
Turn the hero SKU into part of the environment itself, then surround it with aspirational lifestyle cues. That creates spectacle without sacrificing product communication.
🥳 Events
🔥 Where to Put Your Next Growth Dollar Beyond Meta
October 29 | The Glasshouse, NYC | Free In-Person Event
Hear how Reddit CEO Steve Huffman thinks about discovery, how Cody Plofker helped scale Jones Road Beauty to nine figures, and how brands like Liquid I.V. and MANSCAPED use TV to drive measurable revenue. Bring your hardest acquisition question and leave with a sharper channel plan.
Can’t attend the session live? Register anyway, and you’ll get the recordings in 24 hours.
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