Free live workshop · 1 hour
Turn Black Fridaybuyers intorepeat customers
Thursday 22 Oct · 10am AEDT
Free · Live on Zoom · Limited seats
Here's how to keep the customers your Black Friday sale pays for
Why most Black Friday buyers never come back
What the data says happens to the customers you buy on a discount, and the one window you have to keep them.
The 21 days after Cyber Monday
The plan that turns a first order into a second, so this year's sale builds next year's regulars.
Who gets the discount, and who never should
Win back the best customers you're losing, sell your regulars their next product, and stop handing margin to people who'd pay full price.
Free with your seat
Here’s everything you get
The 6-play Black Friday playbook
Win back at-risk customers with offers. Sell regulars the next product. Clear stock without discounting best-sellers. Stop paying for buyers you already own. Lead with the products that bring people back. Win the second order.
3 Black Friday calculators
The true cost of every discount, what a Black Friday customer is really worth, and how much margin goes to people who'd have bought anyway. Run them on your own store, sent after the call.
48-hour replay
Can't make it live? Every registration gets the full recording for 48 hours.
Who’s running it
Brendan Ellich, co‑founder of Blufire
- Ex quant hedge fund
- 2x AFR Fast 100 CEO
- Winner, Best PPC Campaign, APAC Search Awards 2025
- 12+ global Search Awards nominations
Before Blufire, Brendan worked at a quant hedge fund and his co-founder Cameron at a superfund: rooms where a number is either reconciled or worthless. They brought that standard into ecommerce, grew 100+ brands and influenced $150M in revenue.
This workshop is that thinking, pointed at Black Friday and backed by millions in data. Brendan runs it live: what happens to Black Friday buyers, the six plays, and your questions at the end.
Trusted by 100+ brands · $150M in revenue influenced · ★★★★★ 5 stars on Google
When it comes to growing ecommerce brands, we know what we’re talking about
Online liquor store from a standing start to A$1M turnover in under 12 months.
New revenue for an online spirits retailer once the attribution was fixed. ROAS 4 to 11.
Incremental revenue for an Australian menswear brand, rebuilt around new-customer acquisition.
A$5k to A$170k a month in eight months, after finding the one finish carrying 85% of revenue.
5 stars on Google. In their words.
“My little secret weapon for my business !! Highly recommend !!!”
“Goes without saying they achieve all the results we could hope for where it matters.”
“I couldn't be more impressed with the Blue Fire team and the improvements they have made to our paid digital marketing channels at Peter Jackson.”
“A breath of fresh air in the industry... wish I found them sooner!!! 6 stars !!!!”
“We met with Brendan... he shared some great tips, tricks, and pointers that gave us a much clearer direction moving forward.”
“One of the best Digital Marketing teams I've worked with in the last 10 years.”
Enter your details to join “Turn Black Friday Buyers Into Repeat Customers”, the free live Black Friday workshop
Thursday 22 October · 10am AEDT · 1 hour on Zoom. Seats are limited.
Frequently asked questions
When is it, and how long does it run?
Thursday 22 October, 10am to 11am AEDT, live on Zoom. That's 10am in Sydney, Melbourne, Canberra and Hobart; 9:30am in Adelaide; 9am in Brisbane; 8:30am in Darwin; 7am in Perth; and 12pm in Auckland.
Block out the full hour. The Q&A at the end is where you get answers on your own store.
Is it really free? What's the catch?
It's free. No card, no ticket, nothing to pay. You leave with the six plays and the three calculators whether or not you ever use Blufire.
Most of the hour is the plays themselves. At the end we'll show you how Blufire runs them on your own data, and offer a free trial with a 1:1 Analytics Session. Take it or leave it.
What if I can't make it live?
Register anyway. Everyone who registers gets the full recording for 48 hours after the session, sent to the email you sign up with.
Live is better if you can make it: you can ask about your own store in the Q&A.
Who is it for?
Ecommerce brands that run a Black Friday sale and want more than one weekend out of it: founders, owners, and whoever runs marketing, email or retention.
It suits you best if you've run Black Friday before and felt the hangover: a big weekend, then a January where most of those buyers never came back, and margin you can't account for.
Who isn't it for?
If you don't sell online, or you never discount, most of this won't apply to you. And if you're after tips on Black Friday ad creative or email design, this isn't that session. It's about which customers get which offer, and what happens after the sale.
What exactly will you cover?
Why most Black Friday buyers never come back, and what the data says about customers bought on a discount.
Who should get the discount and who never should: winning back best customers who've gone quiet, selling regulars their next product instead of discounting what they already buy at full price, clearing stock without touching your best-sellers, and stopping paying to reach people who'd buy anyway.
How to lead your new-customer ads with the products that bring people back, and the plan for the 21 days after Cyber Monday that turns a first order into a second.
What do I get, and when?
The 6-play Black Friday playbook and three calculators (as Google Sheets): the true cost of every discount, what a Black Friday customer is really worth, and how much margin goes to people who'd have bought anyway.
They're sent after the call, to the email you register with, along with the 48-hour recording.
Is it too late to change my Black Friday plan?
No. Black Friday is 27 November, five weeks after the workshop. That's enough time to decide who gets which offer before your sale goes out. And the plays that win the second order run after the sale, so they're never too late.
Do I need Blufire to use any of this?
No. Every play works by hand, and the calculators run in a spreadsheet. Blufire does the segmenting for you on your Shopify data if you want it, and we'll show you how on the call.
Do I need to prepare anything?
Nothing is required. If you have them, bring last Black Friday's numbers: the discount you ran, how many new customers it brought in, and how many of them came back. You'll get far more out of the plays with your own numbers in front of you.
Will there be time for questions?
Yes. Brendan answers questions live at the end of the session, on your store and your sale.
How is this different from every other Black Friday webinar?
Most Black Friday advice is about how deep to discount and how to get more traffic for one weekend. This is about who gets the discount and what happens after: which buyers come back, which never will, and how to make this year's sale build next year's regulars.
It's backed by millions in data and run by people from finance, where a number is either reconciled or worthless.