We asked three brands for their hottest BFCM take. They all focused on the same thing.

We asked three brands for their hottest BFCM take. They all focused on the same thing.

At a recent Loop event, we sat down with operators from three different brands, Johnny Was, City Beauty, and Aviator Nation, and asked each one the same question: what's your most controversial BFCM take?

The interesting part? We didn't steer them toward a theme, and all three landed on the same one anyway: how long this “season” actually lasts.

If the season itself is measurably wider than it was a year ago, it makes sense that the operators living inside it would all reach for the same question when asked what's actually on their mind.

Brands are debating how long BFCM actually lasts

Ask three operators for a hot take and you'd expect three different topics. Instead, all three landed on the same underlying question: does BFCM still have a fixed shape at all?

JoHanna De La Rosa, Sr. Customer Service Manager at Johnny Was, wants the scarcity back: "It's not really Black Friday Cyber Monday if you start it on the 1st of November. That's the whole month. You just got to have the two days. Let me work for it. I want to wait for it. Get excited."

Matt Solusod, Sr. Manager at Aviator Nation, wants a hard boundary: "We need to keep Black Friday and Cyber Monday from Friday to Monday and stop extending it before and after."

Emily McCulloch, Growth Marketing Operations Manager at City Beauty, says the boundary's already gone: "It's no longer just Black Friday or Cyber Monday. It is at least a solid week."

Where a brand lands changes what prep actually looks like. It sets how long a team expects to be in crunch, and that shapes everything downstream.

All three, unscripted, at a Loop event in LA.