November and December account for nearly 25% of all ecommerce GMV, indicating that while shoppers claim to start holiday shopping early, significant revenue concentration occurs during Black Friday and Cyber Monday (BFCM). Effective discounting strategies vary by average order value, with SMS proving to be a high-performing channel for acquiring new customers and driving sales during peak season. Brands should leverage these insights to optimize their marketing efforts and prepare for the upcoming holiday rush.

Predicting customer lifetime value (LTV) for new customers can be achieved using a structured approach that includes the 90-day "Curve Method," cohort-based predictions, and predictive modeling. By analyzing historical data and segmenting cohorts, businesses can estimate LTV without waiting for a full year, allowing them to make informed decisions about customer acquisition and retention strategies.