Breakdowns

Jellycat Breakdown

FlowCandy

Published on: 02/12/2025

Jellycat isn’t just selling stuffed animals instead they’ve engineered a £3B brand that pulls in over £225M in yearly profit by tapping into three powerful marketing levers: nostalgia, affordable luxury, and scarcity. Their toys feel like childhood relics, priced as “little treats” adults can justify, and released in limited drops that spark nonstop demand, resale frenzy, and cult-like loyalty. In this breakdown, we unpack exactly how Jellycat turned cute plushies into a global obsession and what brands can learn from the strategy behind their explosive growth.

Breakdowns

SHEIN BFCM Email Breakdown

FlowCandy

Published on: 03/11/2025

SHEIN treats Black Friday like a full-scale media blitz and it shows. In Q4 alone, they sent 168 emails, averaging 50+ a month, which means there’s a whole team (and likely a few agencies) orchestrating the chaos. Their holiday branding kicks off in mid-to-late October, building momentum with themed visuals and daily drops, and by Black Friday itself, they go all in, sending up to 11 emails in a single day. It’s a masterclass in volume-based visibility and a breakdown you don't want to miss.

Breakdowns

Wonderskin BFCM Email Breakdown

FlowCandy

Published on: 16/10/2025

These are the 3 steps we use to build a complete Black Friday email strategy — Segmentation, Offer Strategy, and Send Cadence. One brand that nails all three every year is Wonderskin. They segment perfectly between VIP, Early Access, and General Sale, use creative offers like “Angel Friday,” and keep inboxes fresh with multiple sends and variations daily. This year’s BFCM is a massive opportunity and this breakdown is worth a scroll.

Breakdowns

Mejuri BFCM Email Breakdown

FlowCandy

Published on: 15/10/2025

Mejuri doesn’t reinvent the wheel every Black Friday, they stick to a tried-and-true cadence: same sale, same number of emails, year after year. And it works. Their consistent, predictable approach builds anticipation without overwhelming subscribers, proving that a smart, repeatable system can outperform flashier, last-minute strategies.

Breakdowns