Black Friday and Cyber Monday are important dates on the holiday calendar, but the opportunity to reach buyers extends well beyond one weekend. From early holiday shopping to last-minute December plans, sports and entertainment organizations have opportunities to create compelling Offers, reach new audiences, and generate revenue throughout the season.
During FEVOForum Presents: Beat the Rush: Your BFCM 2026 Revenue Playbook, FEVO’s Kolin Goff, SVP of Commercial and Business Strategy; Nicole Snyder, VP of Business Operations; and Jamie Hernandez, EVP of Partner Success, shared data, strategies, and practical examples to help partners prepare for the holiday shopping season.
For additional planning support, FEVO’s 2026 Holiday Hub brings together resources to help partners create holiday Offers and put these strategies into action.
Start Early to Capture Holiday Demand
Holiday shopping starts earlier than many organizations might expect. The webinar highlighted how holiday revenue can be concentrated in a short window, making preparation before November especially important.
FEVO's analysis of the previous holiday season found that 88% of holiday revenue occurred within a five-week window. The ten days leading up to Thanksgiving also stood out as a key selling period. With many shoppers beginning their holiday purchases before Halloween, organizations can benefit from having Offers ready before Black Friday and Cyber Monday arrive.
Nicole Snyder highlighted the importance of this concentrated shopping window:
"88% of the FEVO holiday revenue, so when people actually purchased, was within a five-week window.”
As Kolin Goff explained when discussing retailers promoting deals early:
"They are priming their consumers for what's coming in November.”
Starting early gives partners more time to build and test Offers, plan promotional calendars, segment audiences, and prepare distinct campaigns for Black Friday, Cyber Monday, and the final weeks of December.
Give Fans More Reasons to Buy
Bundles can help organizations increase the value of an Offer by bringing together tickets, merchandise, and additional experiences. They can also create opportunities to promote multiple events in a single purchase.
Jamie Hernandez emphasized the potential of combining products and experiences:
"What is better than selling tickets to one event? How about selling tickets to two or more events, right, or getting some merch off your plate?”
Partners can explore bundles that pair event tickets with merchandise or other experiences, as well as cross-organizational partnerships that introduce fans to new events. Curated Landing Pages can bring multiple Offers together in one place, making it easier for buyers to explore available options and find something that fits their interests.
The key is to give buyers a clear reason to act. A well-timed bundle, a limited-time promotion, or a package that combines complementary experiences can help make an Offer more compelling during a crowded shopping season.
Build Flexibility Into Your Holiday Strategy
Not every buyer is ready to commit to a specific event when an Offer first becomes available. Flexible options can help partners reach fans who want to plan ahead while keeping their choices open.
Flex Plans allow buyers to select a defined number of games or events, with organizations able to set parameters around their selections. During the webinar, the team discussed examples that included multi-game plans with requirements around prime-time games and plans offering different game-count options.
Post-Transaction Codes can also extend the opportunity beyond the initial purchase. These codes are delivered after an Offer is purchased and can be used to encourage another transaction, support promotions, or provide access to future games, merchandise, concessions, and upgrades.
Kolin highlighted the value of continuing the relationship after the first sale:
"I think this is a great way to be able to capitalize on more than just one transaction with that same consumer on that same singular marketing push.”
These strategies give partners more ways to connect with buyers across the season, including when future schedules or event details are not yet available.
Reach New Audiences Through Partnerships and Distribution
Holiday Offers can also help organizations reach buyers beyond their existing audiences. Partnerships, third-party distribution, and targeted access strategies can put experiences in front of people who may not otherwise discover them.
The webinar explored opportunities to distribute ticket Offers through channels such as Costco Marketplace, alongside collaborations that connect live experiences with recognizable intellectual property, merchandise, and other products.
Partners can also use access controls to tailor Offers to specific audiences. Options such as promo codes, email lists, ZIP codes, and ID.me verification can help organizations reach designated groups, including students, military members, and first responders.
When planning these campaigns, consider which audiences are most likely to respond, where they already shop or discover experiences, and how a partnership can make the Offer relevant to them.
Make Every Offer Easier to Discover and Purchase
A strong holiday strategy depends on more than the Offer itself. Buyers need to understand what is included, how to access it, and why they should act.
Clear Offer titles and descriptions help set expectations. Landing Pages can organize related Offers into a central destination, while thoughtful audience segmentation and promotional timing can help each campaign reach the right people.
Partners should also review the purchase experience before launching. Test Offers, confirm access and pricing rules, review checkout settings, and consider the payment options available to buyers. Tracking tools and reference codes can help teams understand how campaigns perform and where purchases originate.
For more support, FEVO’s 2026 Holiday Hub provides resources to help partners plan and create their holiday Offers.
Your Holiday Offer Checklist
As you prepare for Black Friday, Cyber Monday, and the broader holiday season, keep these steps in mind:
- Identify key dates. Map out early holiday shopping, Black Friday and Cyber Monday, and last-minute December demand.
- Build and test Offers early. Give your team time to confirm details, pricing, access, and checkout settings.
- Plan distinct promotions. Tailor Offers and messaging to different moments in the shopping season.
- Segment your audiences. Use available access controls and targeting strategies to reach relevant buyer groups.
- Explore bundles and flexible options. Consider multi-event packages, merchandise add-ons, Flex Plans, and Post-Transaction Codes.
- Look for partnership opportunities. Evaluate distribution channels and collaborations that can introduce your Offers to new audiences.
- Use the FEVO 2026 Holiday Hub. Visit the Holiday Hub for resources to help bring your holiday Offer plans to life.
The holiday season moves quickly. Planning ahead gives your team more time to prepare compelling Offers, reach the right audiences, and make the most of each selling window.
Need help building your holiday Offers? Contact your Success Rep or the FEVO Onboarding, Training & Enablement (OTE) Team at training@fevo.com.
Watch the Full Webinar
Watch the full FEVOForum Presents: Beat the Rush: Your BFCM 2026 Revenue Playbook webinar below for the complete discussion, examples, and strategies shared by Kolin Goff, Nicole Snyder, and Jamie Hernandez.
