The Shopping Season Readiness Report: How to Prepare for BFCM in 2026
See what PMax and Standard Shopping performance looked like across 4,211 accounts and 22,800+ campaigns through the last peak season, and what it means to plan for BFCM this year.
Backed with inputs from Frederick Vallaeys and Aaron Levy to help you make decisions for budget, campaign type, and bidding for BFCM 2026.
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This is a planning document rather than a retrospective. It draws on the full 2025 peak season, October 1 to December 31, across 4,211 e-commerce accounts managed through Optmyzr, and turns it into what to check and change before BFCM this year.
The report follows the season in order: the month-by-month build, the three windows around the peak, and the two peak days against the year before. It then breaks performance down by campaign mix, bidding strategy, brand type, ad network and vertical.
What you'll be able to decide
How to shape budget across the three weeks around Black Friday, rather than the four days on their own
Which of the two campaign types held its return after the peak, and which gave ground through December
Whether to change bidding strategy or targets before the peak, and how the most common setup held up last season
How branded and non-branded campaigns behaved differently once the rush ended
Where PMax placed the budget across its networks, and which of them earned it
What a normal Q4 month looks like in your vertical, rather than against a blended benchmark
Download the report to see the full performance benchmarks and observations from the last holiday season, and what last year's peak season trends mean for your BFCM 2026 planning.
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