How Deep Should Your BFCM Discount Be?

Date

Sep 10, 2026

Time

5:00 PM EDT

Duration

1 Hour

Most brands don't decide their BFCM discount. They inherit it. Last year was 30%, this year's been slower, so it becomes 40% because Black Friday has to be bigger.

The data doesn't back it up. The brands that discounted hardest grew the least. 50% off returned less uplift than 20%. And 68% of discounted orders went to returning customers.

Carla Penn-Kahn brings ProfitPeak's BFCM 2025 numbers on what depth actually did to growth, margin and demand.

Then Intelligems takes the testing side: how to pressure-test your offer in September and October, and whether it's even worth testing during the big season at all. Either way you walk into November with an answer instead of a guess.

Not an argument for discounting less. An argument for knowing what works for your brand.

Real data. Real trade-offs. Real tests you can run before November.

Joining us for this session

Carla Penn-Kahn

Co-founder and CEO of ProfitPeak, and an ecommerce operator for twelve years before that. Sharing comprehensive research on BFCM 2025 discounting: what discount depth actually did to growth, margin, and demand across thousands of brands.

Carlos Trujillo

Growth Experimentation at Intelligems, and has run more than 500 rigorous experiments end to end for eight and nine figure brands. Brings the Intelligems side of the session: the testing strategies that turn a profitability read into a peak-season plan you have actually validated.

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