The Ultimate BFCM Countdown Calendar

Black Friday and Cyber Monday have expanded into a multi-week shopping season. Deloitte forecasts consumers will spend around $650 each during BFCM week in 2025, with nearly 80% planning to shop. To capture this demand, brands must move beyond last-minute bursts and build momentum weeks in advance.

CTV advertising stands out as a high-impact channel for reaching shoppers early. GroupM projects 13% growth in global CTV ad revenue for 2025, reflecting both the platform’s massive scale and unparalleled targeting precision.

Vibe.co advertisers are already seeing 3x-5x average ROAS lifts by layering CTV into their media mix early, fueling retargeting pools and driving conversions before costs spike during peak week.

Meanwhile, Adobe reports that more than half of Cyber Week’s total revenue in 2024 came from the days surrounding Black Friday and Cyber Monday. This means early activation during Thanksgiving, Saturday, and Sunday is critical to capturing demand before competition and costs peak. Waiting to ramp up spend only on Black Friday risks missing out on a substantial portion of shoppers who engage throughout the full week.

That’s why we created the CTV Countdown calendar — a 20-week, step-by-step playbook that guides marketers through planning, building, scaling, and optimizing campaigns. From aligning creative and audience segments in August to executing precise retargeting and budget pacing during the peak, this calendar maps the exact cadence top performers use to win BFCM.

The calendar also integrates deeply with Vibe.co’s platform strengths: fast creative refreshes with Vibe Studio, closed-loop attribution across Shopify and Klaviyo, and centralized real-time optimization dashboards.

If you want to avoid last-minute scramble and maximize your CTV campaign’s impact this BFCM, this calendar is your essential tool.

Download the Vibe.co CTV Countdown calendar now and start your winning plan today.