Black Friday Daily Check-in
BFCM 2026, Nov 17 to 30, goals from the brand's sale plan
Ahead of Plan$371K so far, +3.8% vs plan for 2 PM, behind on new customers (-5.5%)
Today vs pace
Gross sales
$371K
+3.8% vs pace
Orders
2,080
+2.3% vs pace
New customer orders
900
-5.5% vs pace
Returning orders
1,180
+9.3% vs pace
Sessions
92,000
+4.0% vs LY
Conversion rate
2.26%
-0.15 pts vs LY
Today through 2 PM ET. Changes compare to the goal paced to 2 PM; sessions and conversion compare to last year.
Race to Goal
Share of each full-sale goal done, against where the plan says it should be
Gross sales
$5.95M of $9.24M
+2.2% vs pace
On track for $9.45M
Orders
33,152 of 52,525
+0.2% vs pace
On track for 52,622
Returning orders
19,122 of 30,241
+3.6% vs pace
On track for 31,341
New customer orders
12,600 of 20,000
-4.2% vs pace
Needs 7,400 over Cyber Weekend
Units
94,350 of 150,000
-0.1% vs pace
On track for 150,000
Dashed line: where the plan says the sale should be after 11 of 14 days (63%). It follows last year's curve, so it sits well below 79%.
Key Bets: 2 of 9 Landed
From the plan's list of what needs to be true. A bet turns green when it lands.
Basket vs Discount
Goal: $118 product AOV at a 28% discount
$120.48 at 28.1%
Gift with purchase, Day 1 (Nov 17)
5,812 of 5,657 orders
Landed
Black Friday corridor
6,770 orders vs 6,723 on Nov 27
On track
40%-off bundles
4,150 of 6,210 sets, pace 63%
Ahead
Doorbuster (Nov 30)
Under 44% doorbuster-only orders to land
Upcoming
Markdown sell-through
23.6% of 142,144 units
Watch
Reactivate the Inactive Base
Goal: reactivation above last year's 41.0%
39.7% now
Day 1 participation
1.57% vs 1.50% of 250,000 active
Landed
Reactivation rate
39.7% vs 41.0% target
Behind
Paid lapsed retargeting
Search plus Meta 42.6% vs 42.5% LY, Meta trailing
Trailing
New customer list build
12,600 vs 13,150 by today
Behind
Channel Leaderboard
Black Friday sessions vs last year's Black Friday, ranked by growth
| # | Channel | Sessions | vs LY | Conversion |
|---|---|---|---|---|
| 1 | SMS | 18,400 | +13.9% | 4.4% |
| 2 | 49,100 | +7.4% | 3.9% | |
| 3 | Paid search | 96,800 | +5.1% | 2.3% |
| 4 | Organic search | 61,200 | +2.0% | 2.0% |
| 5 | Direct | 39,600 | -1.2% | 2.1% |
| 6 | Paid social | 76,900 | -8.9% | 1.4% |
| All sources | 342,000 | +1.0% |
How This Dashboard Is Built
Shopify orders, ad platform spend and sessions, and email and SMS sends load into one warehouse every hour. The sale plan's goals are loaded too, spread across days and hours on last year's curve, so every number is read against where it should be by now. Northfield Apparel is made up and every figure is illustrative.
Frequently asked questions
What should a Black Friday dashboard show?
Where sales, orders and new customers stand against the plan for this hour, not against a flat daily average. Then the few bets the plan depends on, such as basket size against discount and lapsed customers coming back, each marked landed, on track or behind.
How do you pace Black Friday sales to a plan?
Spread each goal across the days and hours the way last year's sale actually sold, then compare actuals to that curve. A straight line makes the first week look behind and Cyber Weekend look ahead, because most of the volume lands at the end.
How often should a Black Friday dashboard refresh?
Hourly is enough for most DTC brands. The decisions it drives, such as moving paid budget or sending an extra email, take hours to act on, and hourly loads keep warehouse costs low.
Is this real brand data?
No. Northfield Apparel is a made-up apparel brand and every number is illustrative. The layout is the one we build on a brand's own Shopify, ad platform and email data.