For brands, Black Friday Cyber Monday (BFCM) isn’t just a weekend. It’s a season. Once a post-Thanksgiving shopping event, it has evolved into a global retail marathon that stretches from early November to Christmas.
In 2024 alone, Shopify merchants collectively generated $11.5 billion in sales, a 24% jump over 2023, proving that the appetite for deals and experiences continues to grow.
The question is no longer whether to participate, but how to stand out.
1. Start Customer Acquisition Early
Lay the groundwork months in advance.
Top-performing brands begin preparing for BFCM as early as summer. The focus isn’t on discounts just yet. It’s on audience building.
- Runs targeted product launches in September and October to grow email and SMS lists.
- Develop holiday storytelling by late summer and use emotional narratives to build anticipation.
Tip: Start running low-friction campaigns early (like giveaways, quizzes, and product sampling) to fill your funnel with warm leads before November.
2. Choose the Right Discount Strategy
Less can be more.
The old retail playbook of “deep discounts or bust” no longer holds. According to Klaviyo data, modest discounts (10–25%) outperform extreme markdowns, especially for brands positioned around quality or luxury.
Consider your brand equity before discounting. Heavy cuts can alienate loyal customers and cheapen your perception.
Tip: Structure discounts strategically:
- 10–15% for early access or loyal customers
- 20–25% sitewide during peak BFCM
- Bundle discounts for high-margin upsells
3. Perfect the Timing and Duration
Align sale periods with your brand identity.
Here’s how your brand can break free from the one-size-fits-all BFCM window.
- Run an October Friendsgiving Sale to avoid inbox chaos.
- Limit your sale window to protect pricing integrity.
- Introduce a December event to extend the holiday sales wave.
Tip: Experiment with early access sales, loyalty previews, or “Green Monday” follow-ups to capture multiple purchase moments.
4. Prepare for Unpredictable Demand
Inventory planning is everything.
The BFCM weekend can break a business if inventory runs dry or if excess stock piles up afterward. Analyse your previous years’ SKU-level data to forecast sales and adjust purchasing plans.
Tip:
- Track product sell-through rates from prior years.
- Implement low-stock alerts and automated reorder points (e.g., Shopify’s Stocky app).
- Conduct stress tests on your eCommerce site, ensuring seamless checkout performance even under peak traffic.
5. Keep Customers Engaged After BFCM
The sale doesn’t end when Cyber Monday does. In fact, that’s when relationship-building begins. Rewards VIPs with post-sale, invite-only offers.
Brands that nurture BFCM customers with exclusive previews, January product drops, and loyalty perks convert deal-seekers into lifetime fans.
Tip: Segment post-BFCM audiences:
- “First-time buyers” → Send product tutorials or loyalty incentives
- “Loyal customers” → Offer exclusive access or thank-you discounts
- “High-spend customers” → Create premium-tier rewards
6. Generate Insights Year-Round
A/B test everything early: email flows, landing pages, new channels. By November, you’ll know exactly what works. Collect data from each campaign: open rates, conversion, cart size, and repeat purchase rate.
Apply insights to refine next year’s BFCM blueprint.
Tip: Treat BFCM like a feedback loop, not a one-off event. Every year’s data informs next year’s efficiency.
7. Explore Sale Alternatives
Not every brand plays the discount game. Some brands leverage BFCM for storytelling or purpose-led initiatives. These approaches build earned media, brand loyalty, and community trust. Moreover, they often outperform short-term discount-driven gains.
Tip: Support a cause such as planting trees for every purchase, donating to NGOs, and other social causes.
8. Build a Year-Round BFCM System
Successful brands treat BFCM as a continuous cycle, not an annual scramble.
- Q1: Test and experiment
- Q2: Build community and storytelling
- Q3: Prep logistics and inventory
- Q4: Execute and analyse
This rhythm ensures each sale builds upon the last, creating a resilient and data-driven business.
Key Takeaways
- Start Early: Begin building anticipation and collecting leads by summer.
- Discount Wisely: Focus on perceived value, not on deep cuts.
- Test Everything: From inventory to checkout flow, no detail is too small.
- Reward Loyalty: Retain new customers with post-sale engagement.
- Think Beyond Discounts: Purpose-driven campaigns build long-term equity.
Conclusion
Black Friday and Cyber Monday have become more than shopping holidays. They’re brand-defining moments. The companies that win aren’t just those offering the deepest discounts, but those who prepare year-round, align strategy with story, and keep customers connected long after the sale ends.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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