[ Appendix · Reference ]
Sources & Methodology.
How this playbook was built and where the numbers come from. Everything cited in one place, so each chapter can stay on the work.
[ How this was built ]
This playbook is built from structured interviews with operators who ran BFCM 2025, aggregated and anonymized partner data, and published external research. Every figure is sourced and cited to a sponsor, a brand contributor, or a trusted external source at the point where it appears.
[ Sources & methodology ]
Cited by Chapter.
Every external figure referenced in the playbook, listed against the chapter it appears in.