[ Chapter 01 · The P&L ]

Did You Make Money, or Just Move It Forward?

The BFCM P&L with 2026 costs baked in. Tariff-shifted COGS, financing costs, and the fully-loaded promotional math. How to tell whether a “record BFCM” actually made money or just pulled revenue out of Q1.

The Fully-Loaded BFCM P&L

Interactive · Category benchmarks

[ The record-revenue myth ]

A Record Top Line and a Worse Year Can Be the Same Weekend.

Gross revenue is the easiest number to grow, and the easiest to be fooled by. Deeper discounts, heavier ad spend, and pulled-forward demand all push it up at once.

The number that decides whether the weekend actually worked is contribution margin. It's what's left of each revenue dollar after discount, tariff-adjusted COGS, shipping, payment and financing, returns, and the marketing that bought the order. Then watch the same figure in Q1, once the pulled-forward demand is gone.

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[ The one number that matters ]

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