The Healthy Alternative: How Wellness Brands Are Curing BFCM Discount Addiction
October 8, 2025
Every brand in the wellness space thinks Black Friday is about who can offer the steepest discount on supplements. But if the last few years have taught us anything, it’s that the brands who are truly winning aren’t just slashing prices, they’re building smarter, more resilient systems that turn holiday shoppers into lifelong customers.
While your competitors are busy planning their “50% off everything” promotions, the wellness brands that will dominate this year are asking a fundamentally different question. They’re not debating whether to offer 30% or 40% off; they’re strategizing how to transform a single weekend of transactions into a year-long competitive advantage. Here’s what they’ve figured out that most of the industry is still missing.
Last year, while some brands celebrated a spike in one-off sales, others were quietly building empires. They doubled down on creating value through bundles, subscriptions, and personalized experiences. The result? They walked away with a loyal customer base and predictable recurring revenue, while the discount-chasers were left with depleted margins and a customer list trained to only buy on sale.
The data is clear: wellness brands that focused on building systems over simply driving sales saw a 35% higher customer lifetime value and a 40% increase in retention six months after the BFCM rush. The brands that relied on deep discounts, however, found themselves in a race to the bottom, eroding both their margins and their brand equity.
This year’s winners won’t be the ones with the biggest ad budgets or the most aggressive pop-ups. They will be the ones who have cracked the code on what truly drives conversions and loyalty in the wellness space—and it has little to do with the discount itself.
Your customers aren’t just buying a single bottle of vitamins or a new yoga mat. They are investing in a transformation. They want to sleep better, recover faster, and feel more energized. BFCM is the perfect opportunity to position your brand as the partner in that journey by selling complete wellness solutions.
The Power of the Wellness Bundle
The most successful wellness brands are no longer selling individual products; they are curating complete experiences. Instead of a single supplement, they offer a “Sleep Optimization Bundle” that includes magnesium, a silk sleep mask, and access to a guided meditation library. Instead of just a protein powder, they create a “Total Recovery Kit” featuring post-workout supplements, a foam roller, and a series of guided stretching videos.
These bundles work because they solve a complete problem, not just a piece of it. They shift the customer’s mindset from “buying a product” to “starting a program.” This approach not only increases the average order value but also demonstrates a deeper understanding of the customer’s goals.
From One-Time Purchase to Daily Habit
Here’s the most critical part: every bundle should be designed to seamlessly transition into a subscription. When a customer purchases your “30-Day Gut Health Reset” kit, they are not just making a one-time purchase; they are embarking on a new daily routine. Routines build habits, and habits are the foundation of recurring revenue.
Make the subscription offer irresistible. Offer a deeper discount for subscribing, exclusive access to new products, or free consultations with a wellness expert. The goal is to use the urgency of BFCM to lock in a long-term relationship that extends far beyond the holiday season.
Of course, executing a sophisticated bundle and subscription strategy requires more than just good ideas. The wellness brands that are successfully implementing these playbooks have one thing in common: they have the right infrastructure in place to support their ambitions.
This is precisely why we built FERMÀT. While your competitors are struggling with clunky landing page builders and fragmented analytics, you can be launching sophisticated, high-converting funnels in a matter of hours. Our platform is designed to help you execute these advanced strategies with ease.
With FERMÀT, you can:
The brands that use FERMÀT aren’t just surviving BFCM; they are using it as a strategic launchpad to build a more profitable and sustainable business for the year ahead.
Black Friday doesn’t have to be a race to the bottom. When you shift your focus from discounts to systems, from transactions to relationships, and from short-term sales to long-term value, BFCM becomes the single most powerful engine for growth in your business.
The brands that follow this playbook won’t just have a successful BFCM in 2025. They will use it to build a dominant position in the wellness industry for 2026 and beyond.
The choice is yours. You can continue to play the discount game and hope for a different result, or you can build the system that transforms BFCM into your greatest competitive advantage.
Ready to see how FERMÀT can help you build your wellness empire? Let’s talk.
