Brain Driven Brands – BFCM Week Survival Episode: Anxiety, Pressure, and the Real Talk Operators Need

Host: Sarah Levinger
Date: November 26, 2025

Episode Overview

This special episode of Brain Driven Brands tackles the immense stress and anxiety that operators, media buyers, and D2C marketers face heading into Black Friday and Cyber Monday (BFCM) week. Instead of just tactics and sales advice, host Sarah Levinger and her co-host (Nate) open up about the psychological toll of Q4—a period rife with pressure, performance fears, and burnout. The duo share practical, science-backed tips to keep your mental health in check while steering your e-commerce business through one of the most chaotic retail seasons.

Key Discussion Points & Insights

The BFCM “Meh” Feeling & Industry Anxiety

• Many operators report 2025's BFCM feels lackluster and more stressful than usual.
  • "This year in particular, a lot of people are talking about the fact that this Black Friday just feels meh." (Sarah, 01:15)
• Industry chatter (especially on Twitter) is fueling a sense that "this one sucks," but stress is always high this time of year.
• Both hosts recall experiencing panic attacks in past BFCMs, highlighting the universal, recurring nature of Q4 anxiety.

Tactical Tips to Survive BFCM Stress

1. Zoom Out: Recognize the Annual Cycle

• Nate journals about business feelings monthly; every year, the pattern repeats: excitement, fear, and then relief by December.
• "By December 1st, I'm like, BFCM ripped. So... one, you're probably going to have a good Black Friday." (Nate, 02:39)
• Advice: Zoom out; this happens every year. Recognize your feelings—and survival—are part of a repeatable cycle.

2. To-Do Lists: Keep It Ultra-Simple

• Sarah only allows five (maximum seven) items on her to-do list, based on neuroscience.
• "It's not good for your human brain to see a to-do list that has 80 things on it... Five things tops." (Sarah, 03:26)
• Focus on “goal lists” not endless tasks; too many items leads to overwhelm and inaction.
• Practical example: A friend only keeps a "next year" list, staying disciplined to current priorities (Connor McDonald anecdote at 04:37).

3. Do Less, but Better

• "Now's the time to keep it simple, slow down, do less, do a few things really well." (Nate, 04:33)
• Avoid the urge to add last-minute campaigns or fire drills; consolidate efforts and trust the seasonal buying surge.

Life & Wellbeing Hacks for Q4

4. Get Outside & Move

• Take intentional breaks for sunlight, fresh air, grounding, or just working from a coffee shop.
• "I cannot tell you guys what a half hour outside does for me mentally." (Nate, 05:31)
• Avoid isolation: If remote, change environments to stave off feeling “cut off” from the world.

5. Plan Fun (and Phone-Free) Activities

• Schedule time for personal events, like a concert, with a strict “no work phones” rule.
• "Plan something... three hours is a good time for an event. Put your phone away." (Nate, 06:09)
• A short block off from work will not impact next week’s sales—and massively boosts mental recovery.

6. Use “Food Treats” as Healthy Dopamine Hits

• Small, controlled rewards for non-monetary achievements (e.g., standing once an hour, not just sales milestones).
• "Food is a very good dopamine increaser... I'll set a goal, like stand up once an hour, and if I hit that, I get a pink Starburst." (Sarah, 07:48)
• Celebrate “you” often, especially as an operator or media buyer.

7. Sober Q4: Avoid Alcohol Until It’s Over

• Nate recommends not drinking alcohol during BFCM if you’re stressed—hangover anxiety makes everything worse.
• "Three years ago was actually when I started doing sober Q4s. I knew this was a super high stress time for me." (Nate, 09:22)
• Postpone celebrations until after BFCM, when the mental load lifts.

Perspective: The Big Picture

• Don’t take drastic, high-risk actions out of stress or FOMO.
  • "If you just kind of sit back and chill, you will stack cash in the next 10 days... If you didn't do anything else in your business for the rest of the year, you'd make more money in the next 30 days than you did in the prior one." (Nate, 10:12)
• Remember, this isn’t life or death:
  • "We're not saving lives. Okay? We're running ads." (Sarah, 10:37)
• Reflect on the privilege of remote digital work and staying grounded in gratitude.
  • "None of this matters. Somehow we make a living sitting in air conditioned offices, clicking buttons on a laptop... It's magic what we do." (Nate, 10:54)

Notable Quotes & Moments

• "You're probably always feeling exactly how you feel right now at this time of year, and you survived, so you'll be all right." (Nate, 03:15)
• "Please, dear God, don't make to-do lists that way... Five things tops." (Sarah, 03:34)
• "Go outside, get some fresh air and sunlight... I cannot tell you guys what a half hour outside does for me mentally." (Nate, 05:30)
• "Plan something... Put your phone away. There's nothing I can do for three hours on a Friday that's really gonna make us revenue for next week." (Nate, 06:24)
• "Celebrate when you do something that's good for you... It's so critical to maintain your mental health during this time of the year." (Sarah, 08:13)
• "If you are stressed about bfcm, do not drink alcohol until it's over." (Nate, 09:18)
• "We're not saving lives... Be okay, everyone." (Sarah, 10:37–10:54)

Key Timestamps

• 00:54 – 01:15: Setting the episode focus: BFCM stress & industry-wide anxiety
• 02:11 – 03:20: Journaling & recognizing the yearly stress cycle
• 03:26 – 04:28: Optimizing to-do lists with neuroscience in mind
• 05:19 – 05:49: Getting outside, sunlight, and combating isolation
• 06:09 – 06:33: Planning restorative, phone-free downtime
• 07:48 – 08:13: Rewarding yourself with “food treats” for healthy motivation
• 09:18 – 09:53: Advocating for a sober Q4
• 10:12 – 10:54: Encouragement to zoom out, don’t panic, and be grateful
• 11:22 – 11:39: Final tip: Find a friend in the industry for support

Final Takeaways

• Keep perspective—BFCM anxiety is cyclical and shared.
• Simplify your tasks, focus on high-leverage activities, and don’t chase every minor optimization.
• Prioritize mental and emotional wellbeing: sunlight, nature, rest, fun, and healthy treats.
• Avoid self-medication (like alcohol) during stressful periods.
• Celebrate small wins, reach out to industry friends, and remember: you’re already surviving—and sometimes, that’s enough.

Hosts:

• Sarah Levinger – @SarahLevenger
• Nate – @aatelagos

If you appreciated the episode, share, subscribe, and keep your mental health front of mind this BFCM season.