2026 BFCM Playbook: How to Win the Holidays with Creators

Black Friday and Cyber Monday (BFCM) are around the corner, and marketers everywhere are gearing up for the biggest retail moment of the year. Last year, US holiday sales topped $1 trillion for the first time ever, and it's expected to climb even higher this year. 

But the way people shop has changed. Consumers now discover, research, and buy in the same feeds, which is why creators have become so crucial to holiday success.

To map how brands are navigating this new landscape, we surveyed nearly 120 marketers from our community of creator marketing professionals. Download the 2026 BFCM playbook to find out how brands are planning, budgeting, and running their creator programs for the biggest retail moment of the year. 

What's inside:

• Benchmark data on how much of the holiday budget brands put behind creators, and how it shifts by company size and category
• When top brands brief creators and roll out content, plus a ready-to-use BFCM campaign timeline
• The offers, content formats, and compensation models that actually drive sales
• Actionable strategies for turning creators into a measurable sales channel
• And more