BFCM Success Recipe: How Click & Grow Drove a 272% Revenue Surge During BFCM

Black Friday and Cyber Monday are the most competitive sales period of the year, when brands have to cut through the noise to win attention.

Click & Grow makes indoor gardening solutions that let people grow fresh herbs and vegetables at home.

In BFCM 2023, their affiliate revenue surged 272% but that breakthrough rested on a foundation built well before the holiday rush.

What challenge did Click & Grow face managing affiliates across five stores?

As Click & Grow expanded globally, affiliate marketing became central to their growth. But the program was split across five regional Shopify stores, making operations hard to oversee and revenue hard to grow.

Working with Vivian Agency, Click & Grow brought in UpPromote to restructure the program. UpPromote unified all five stores into a single, easy-to-manage dashboard.

With a centralized system, Vivian Agency recruited quality influencers and used UpPromote for performance-based rewards and personalized coupons. The program scaled to over 800 partners.

That network set the stage for BFCM 2023 — but one weakness had to be fixed first.

How did Click & Grow fix their coupon and tracking problem?

With 800+ partners in place, the real obstacle was a tracking system that couldn’t handle peak-season complexity.

The coupon codes that broke under pressure

The trouble was coupon codes. During promotions, affiliates received special discount codes that needed constant manual updates — switched on when a sale began, off when it ended.

Previously, we had just general coupons for affiliates, and then special coupons for specific sales… affiliates didn’t always have time… to update them, or then to change them back…

Ilya, Affiliate manager at Click & Grow

Without proper tracking, the team couldn’t measure performance or pay commissions accurately. Standard affiliate links weren’t producing results either.

The takeaway was clear: they needed a coupon-centric system that actually held up.

Evergreen codes that always work

UpPromote’s coupon codes solved it. Click & Grow created universal, evergreen codes that stayed active all year.

We made these codes universal, they worked all the time, they worked during Black Friday and Cyber Monday.

Ilya, Affiliate manager at Click & Grow

The codes worked without any updates, so affiliates could promote with confidence — and UpPromote’s dashboard tracked every sale automatically.

With tracking handled, the team could turn the codes into a competitive edge.

An exclusive discount only affiliates could offer

Click & Grow added a strategic layer: discounts available only through affiliate codes.

If you just come in, you get all the wonderful sales for Black Friday, but then if you come in after being referred by an influencer… you get an extra sale on top of Black Friday sale

Ilya, Affiliate manager at Click & Grow

That gave affiliates a real reason to promote Click & Grow over competitors, offering their audiences something better than the public deal.

Strong codes were only half the plan; affiliates also had to be ready to use them.

How did Click & Grow prepare and motivate their affiliates for BFCM?

Tools alone wouldn’t guarantee results, so Click & Grow and Vivian Agency made sure affiliates were equipped and motivated.

One-page sales snapshots

The team built simple, actionable resources so affiliates wouldn’t have to decode the promotion themselves.

We call them sales snapshots – quick summaries, like one-pager summaries for affiliates that talk about how the sale works, so they don’t have to figure it out.

Ilya, Affiliate manager at Click & Grow

Everything was laid out so affiliates could reference it instantly instead of digging through emails.

Multi-touch communication across channels

A single announcement would get buried in the BFCM noise, so the team repeated the message across platforms.

We will not mention the sale once, we will mention it several times, talk about it through different channels.

Ilya, Affiliate manager at Click & Grow

If affiliates weren’t checking email, the team reached them on Instagram or TikTok instead. UpPromote also lets merchants message affiliates in-app and send bulk updates.

The aim was simple: make sure every affiliate heard the message, more than once.

Higher commissions to win the season

Click & Grow also raised commission rates specifically for BFCM, giving affiliates more to gain from promoting the brand.

For affiliates who also make a choice about what to invest in during Black Friday, Cyber Monday sales, we also offer them incentives, so they get more from promoting us.

Ilya, Affiliate manager at Click & Grow

The higher rates made Click & Grow the favorite choice during a season when affiliates weigh where to spend their effort. UpPromote makes these seasonal rates easy to manage.

Together, better codes, clear preparation, and stronger incentives set up a record BFCM.

What results did BFCM 2023 deliver for Click & Grow?

The combination paid off. BFCM 2023 affiliate revenue jumped 272% compared with the previous year.

Over the full year, the affiliate program reached $350K in total annual sales, up from $187,000 in 2022.

The rebuilt program — once scattered across five stores — had become a coordinated network of more than 800 partners driving real revenue.

With the formula proven, Click & Grow turned to scaling it.

What is Click & Grow planning for BFCM 2026?

Building on BFCM 2023, Click & Grow plans to refine and expand their proven strategies, starting with the affiliate-specific discounts that drove sales in 2023.

We will still use the affiliate codes set up to offer these exclusive savings.

Ilya, Affiliate manager at Click & Grow

The team will again provide sales snapshots and reinforce them with multi-touch reminders across email, Instagram, and TikTok.

Vivian Agency’s Alejandra Arenas suggested going further with ready-to-use materials, seasonal banners and sales graphics timed to Thanksgiving and Halloween, which merchants can store in UpPromote’s Media Gallery.

Click & Grow also plans partner contests and targeted rewards, using UpPromote analytics to track performance and recognize top affiliates.

The plan is less about reinvention than repetition, running a proven playbook at a larger scale.