Peak Performance: Unwrapped

And just like that, Black Friday has come and gone by in a flash. The dust is (sort of) settling, the dashboards are full, and somewhere in all that data is the answer to the question everyone’s now asking you: so how did it actually go? 

Your own numbers can tell you what happened. But what they can’t tell you is whether it was good. It’s tempting to judge peak on how it stacks up against last year, then move straight on to Christmas and January. But YoY only tells half the story. Without seeing how the rest of the market performed, it’s hard to know whether you pulled ahead of the competition, kept pace with it, or paid more to stand still. 

That’s where Peak Performance: Unwrapped comes in. Our annual end-of-year roundtable unpacks what BFCM 2026 really looked like. We’ve been in the data across dozens of brands for the entire climb, so we can show you the view from the summit: what worked, what didn’t, and where the market shifted.

The conclusions you draw from peak don’t stay in December. They shape the budgets you’ll defend in the new year, the story you take to your board, and the chances you take in 2027.

What you’ll take away: 

• The headline stats from BFCM 2026
• Where the wins (and surprises) came from across paid search, paid social, and affiliates
• How to benchmark your own results against the wider market, so you can report on peak with confidence
• The trends and early signals we expect to shape 2027, so you can think about planning with evidence

Spaces are limited - secure yours today!