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# Black Friday Deals Fail to Build Loyalty for Big CPG Brands
- URL: https://adjacent.media/signals/black-friday-deals-fail-to-build-loyalty-for-big-cpg-brands/
- Published: 2026-10-12T23:13:56.000Z
- Updated: 2026-10-12T23:13:56.000Z
- Description: Major consumer packaged goods companies are discovering that discount-driven acquisition during peak shopping events produces transactional, not loyal, customers—a particularly painful finding given that BFCM represents their highest-volume sales moment.
- Author: Jonathan Greene
- Tags: #signal, theme-consumer, attention economy, subscription, creator economy

Source: [Nate Rosen and Jenna Movsowitz](https://open.substack.com/pub/expresscheckout/p/big-cpgs-awkward-era)

Major consumer packaged goods companies are discovering that discount-driven acquisition during peak shopping events produces transactional, not loyal, customers—a particularly painful finding given that BFCM represents their highest-volume sales moment. As DTC startups and smaller brands have trained consumers to expect frequent promotions and easy switching, traditional CPG's reliance on volume plays during major sales events is increasingly hollow, capturing deal-seekers rather than building repeat purchase behavior. The math is brutal: acquiring customers 13% less likely to return means the lifetime value math on those BFCM campaigns likely doesn't hold up against the upfront discount burn.