Black Friday and Cyber Monday (BFCM) are just around the corner, and they're going to be huge! We're talking record-breaking sales, and that means a golden opportunity for your eCommerce store.
To really cash in on this holiday shopping frenzy, you need a killer BFCM marketing game plan. The right strategies can help you:
Drive massive traffic to your store.
Convert those leads into loyal customers.
Boost your sales like never before!
In this blog, we're diving deep into everything you need to know. We'll cover:
Top BFCM marketing strategies to get you noticed.
How to optimize your Shopify store for maximum impact.
Whether you're looking to level up your email marketing or create a seamless influencer marketing plan, we’ve got you. Let's explore.
What are the most effective BFCM Marketing Strategies?
1. Email Marketing
Email marketing is one of the most powerful BFCM marketing strategies, as it offers a direct line to your most engaged audience - those who are ready to convert. For Black Friday and Cyber Monday, it’s not just about sending out generic deals; it’s about creating a personalized, strategic journey that builds excitement, drives urgency, and maximizes retention.
Emails are effective because you are talking to a captive audience. Since they have already signed up to your list, they are already familiar with your brand, and BFCM serves as a great reminder.
However, shoppers only take about 3 seconds to decide whether to open your email, and you have about 10 seconds to capture their attention. As a result, crafting a compelling subject line and preview text is crucial for grabbing attention in the crowded BFCM inbox.
Emails also offer a level of creativity that other marketing channels don’t. Unlike SMS or other mobile notifications, email allows you to incorporate a variety of design elements to engage your audience effectively.
Email Segmentation for BFCM Success
Only 20% of e-commerce stores segment their email customers - a massive missed opportunity. Effective BFCM marketing requires targeted segmentation:
Recent Shoppers: 52% of BFCM revenue comes from returning customers who shopped 30 days before Black Friday
Last BFCM Shoppers: This segment represents a gold mine of customers who already associate your brand with holiday shopping
Top 5%-10% CLV: Your MVP customers who've spent significantly can be predictedÂ
Keep subject lines to 7 words maximum for better open rates
Maintain total word count below 480 words for higher click rates
Limit CTAs to under 3 to avoid choice confusion
Include 3-6 products in emails for optimal click rates
Use discounts between 10%-25% for highest engagement
BFCM Email Campaign Types
Email campaigns during BFCM serve various purposes, and there are several types of emails you can send to your customers to meet these objectives. Here are some key examples:
1. List Growth Emails Campaigns aimed at growing your SMS list through email. Offer special discounts, early access to sales, or exclusive products in exchange for customers' phone numbers, as SMS has a higher conversion rate during BFCM.
2. Customer Winback Emails Target inactive customers who haven’t shopped in the last 30, 60, or 90 days. Win-back emails can drive significant revenue, with drip campaigns designed to re-engage these customers before BFCM and encourage them to make a purchase.
3. VIP/Loyalty Emails Keep your VIP customers engaged by:
Reminding them about loyalty points and personalized rewards.
Offering exclusive BFCM deals and early access.
Incentivizing referrals through VIP-only promotions. It’s essential to send multiple phases of emails: early access launch, mid-sale reminders, last hours, and sale extensions.
4. Promotional Emails Promotional emails are the backbone of BFCM campaigns, designed to share your best deals and drive traffic. Highlight key promotions, create urgency, and ensure your emails stand out in a crowded inbox.
5. Non-Promo Emails Not every BFCM email needs to be about sales. Use non-promo emails to share valuable content such as:
Gift guides,
E-gift card offers,
App installation prompts,
Wishlist reminders, and
SMS subscription invitations.
6. Cart/Browse Abandonment Emails Cart abandonment rates increase significantly during BFCM. To recover abandoned carts:
1st Email: Remind shoppers about the abandoned item within 10 minutes with a link to complete the purchase.
2nd Email: Offer an extra discount or special deal within 8 hours to incentivize a purchase.
3rd Email: Send a final reminder after 24 hours with urgency to redeem the discount.
SMS marketing has proven to be an incredibly effective tool for driving last-mile conversions, particularly during high-stakes shopping events like BFCM marketing. With a 98% open rate, SMS guarantees immediate, high-impact results, making it an essential part of any BFCM marketing strategy for Shopify eCommerce stores.
Why SMS Works for BFCM Marketing:
High Engagement Rates: SMS boasts a staggering 98% open rate, which ensures that your message reaches a larger portion of your subscriber base.
Time-Sensitive Communication: SMS is perfect for conveying urgent, time-bound promotions, which are especially crucial during the BFCM marketing period.
Personal Connection: It offers a personal touch, fostering direct, intimate connections with your audience, which increases customer loyalty.
Increased Conversions: Research shows that SMS marketing can boost conversions by 55% during BFCM, with customers making immediate purchases after receiving a branded text message.
Maximize SMS for BFCM Success:
Build Your SMS List Early: Start encouraging customers to opt-in for SMS well before BFCM. The larger your SMS base, the more effective your BFCM offers will be. Use your Shopify checkout page to prompt customers to opt in, offering exclusive BFCM discounts as an incentive.
Leverage Cross-Channel Promotions: Encourage SMS sign-ups across all your channels, including email marketing and social media. Offering "SMS-only" BFCM discounts will further entice customers to subscribe.
Segment Your Audience: Create targeted SMS campaigns by segmenting your audience into categories like Engaged Subscribers, VIP Customers, and Inactive Shoppers. Tailored messages for these segments can increase the likelihood of conversions.
Strategic Approach to SMS Campaigns:
Set Realistic Expectations: Review last year’s SMS performance metrics (click rates, conversions) and set measurable goals. Remember to respect your customers' preferences and follow local guidelines, such as the TCPA (Telephone Consumer Protection Act) in the US.
Timing & Frequency: SMS is particularly effective during evenings and peak hours. Consider sending fewer messages in regions like Europe, where SMS frequency preferences are lower.
Personalized SMS Campaigns: Use SMS for personalized product recommendations, exclusive early access alerts, and BFCM reminders. Personalization ensures higher engagement and conversion rates.
SMS Campaign Ideas for Black Friday Marketing:
SMS Basis Browsing Behavior: Send SMS to customers who have browsed specific products, encouraging them to complete their purchase with a limited-time discount.
Shopping List Suggestion via SMS: Use SMS to suggest a holiday shopping list with product details and prices, positioning your brand as a one-stop shopping destination.
Early Access Confirmation SMS: Follow up on early access email campaigns by sending SMS confirmations to ensure customers are aware of exclusive BFCM deals.
BFCM Alerts: Send SMS alerts about the start of sales, special hourly deals, or important sale updates. SMS ensures faster response times compared to emails.
BFCM Reminder SMS: Send timely SMS reminders about sale deadlines or daily countdowns, encouraging customers to take action before the promotion ends.
Personalized Product Recommendations: Use SMS to send highly personalized product suggestions, making the communication feel like a friendly recommendation.
SMS-Based Product Recommendation Quiz: Engage customers with SMS-based quizzes that help guide them to personalized product recommendations, enhancing their shopping experience.
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3. Social Media Marketing
Social media is a powerful channel for building excitement and driving traffic to your Shopify store. Your BFCM marketing strategy must leverage Instagram, Facebook, and TikTok to build excitement and drive traffic.
49% of shoppers turn to social media to discover Black Friday offers, and 45% are more likely to find new products on social media during this time.
Social media is an ideal platform for showcasing BFCM promotions, behind-the-scenes content, and product previews. Use engaging visuals, countdowns, and interactive stories to capture attention.
Platforms like Instagram and TikTok offer a great way to market to younger audiences, making them ideal for your BFCM campaign.
BFCM Social Media Campaign Examples:
Teaser Campaign: Build excitement for your BFCM sale with teaser posts, countdowns, and behind-the-scenes content to drive engagement and anticipation.
Promote Discounts and Deals: Highlight BFCM discounts with clear, urgent messaging like “limited-time offer” and use high-quality visuals to make deals stand out.
Exclusive Drops: Create excitement with limited edition items or product restocks. Use stories to countdown and reveal product details to increase anticipation.
Shoppable Posts: Drive conversions with shoppable posts, offering direct purchasing from social media. Use compelling descriptions and strong calls to action like "Shop Now" and "Hurry Up."
BFCM Giveaways: Boost brand awareness and engagement through giveaways. Offer multiple entry methods and collaborate with influencers to extend your reach.
Gift Guides: Make holiday shopping easier with curated gift guides. Use festive visuals and mobile-friendly content, and leverage platform features like Instagram Shopping tags.
UGC Content: Amplify your brand’s message by sharing user-generated content like reviews and testimonials. Encourage participation with dedicated hashtags and incentives.
Customer Testimonials: Showcase satisfied customers by sharing their testimonials through posts, stories, and videos. Use incentives like discounts to increase participation.
Interactive Games: Engage your audience with fun games like quizzes or polls. Offer rewards and encourage sharing to expand your reach and increase engagement.
Anti-Consumerism Campaign: Differentiate your brand by promoting conscious consumption and sustainability. Collaborate with influencers to amplify your socially conscious message.
Thank You Post: After BFCM, express gratitude with a heartfelt thank you post. Include a small token like a discount code or early access to future sales.
Charity Tie-Ins: Promote charitable causes during BFCM by encouraging donations and reporting the impact. Enhance your brand’s reputation with social responsibility.
Social Media Paid Ads: Use high-quality visuals and detailed targeting for paid ads during BFCM. Optimize campaigns based on performance for maximum impact.
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4. Paid Ads (Google, Meta)
BFCM marketing through paid advertising requires strategic planning as competition intensifies and costs double. DTC brands allocated 79% of their BFCM ad budget to Meta in 2024, making it the preferred channel for e-commerce advertising.
Meta Ads BFCM Strategy:
Build Custom Audiences Year-Round: Start building custom audiences based on video views, engagement, and website visits months before BFCM. This ensures you have a pool of engaged users ready to convert.
Warm Up Engaged Audiences Early: Begin warming up engaged-but-not-purchased audiences well ahead of BFCM. Target these users with relevant content and offers to drive conversions when BFCM hits.
Use BFCM-Specific Targeting: During BFCM, target users with interests like “Black Friday Deals,” “Cyber Monday,” and other holiday-related terms. This sharpens your focus on potential shoppers.
Maintain Visual Consistency: Keep your ad visuals consistent across all ad types to reinforce brand recognition and create a cohesive shopping experience for your audience.
Focus on Conversion Campaigns: Shift your focus to conversion-oriented campaigns during BFCM. Instead of nurturing, aim to close sales with compelling offers and FOMO-based strategies to drive immediate action.
A/B Test and Optimize: Run ads with small budgets ahead of time to A/B test what customers prefer. Test different discount types ("Up to" vs. "Fixed") and optimize based on results for maximum impact.
Target Broad Audiences with Specific Interests: Target users based on holiday-related interests such as “Christmas shopping,” “Thanksgiving,” and “Black Friday Sale” to reach millions of potential customers.
Google Ads BFCM Optimization:
Keyword Research: Add BFCM-specific terms like "Black Friday," "Cyber Monday," and "BFCM" to your existing keywords to target seasonal shoppers effectively.
Dynamic Keyword Insertion (DKI): Use DKI across ad groups to ensure relevance in your ads, helping to boost CTR with real-time keyword updates.
Enhanced Conversion Tracking: Set up Enhanced Conversion Tracking before BFCM. This tool converts third-party data into first-party data, improving accuracy and fueling Google’s algorithm.
Countdown Timers: Use the Countdown Timer feature in Google Ads to add urgency to your promotions, creating a ticking clock in your ad copy for limited-time offers.
Ad Extensions: Make full use of promotion extensions (e.g., "20% off"), call-out extensions ("Sale On Now"), price extensions, and image extensions to add extra value and drive clicks.
Optimize Ad Copy: Ensure titles include relevant BFCM keywords and highlight deals. Use lifestyle images for better relatability over stock photos, such as those available from Depositphotos.
Google Shopping Ads: Ensure prices in Shopping Ads match the prices on your site to avoid disapproved ads, maintaining ad approval and visibility.
Retargeting & Custom Audiences: Use custom audiences to retarget previous site visitors and cart abandoners, showing tailored BFCM ads to drive conversions.
Paid Ad Campaign Approaches for BFCM:
Pre-Black Friday Campaigns: Start Meta campaigns early (October) to build email and SMS lists. Use lead generation ads and traffic campaigns to promote gift guides and wishlists, retargeting engaged customers closer to BFCM.
BFCM Themed Creatives v/s Plain Creatives: Adapt creatives for BFCM. Use a Black Friday color palette (e.g., red and black) to make ads stand out, instead of just changing text. Create new ad sets for BFCM creatives instead of replacing existing high-performing ones.
Carousel Ads: Use carousel ads to showcase product-wise promotions or categories on sale. This format offers a compact space to display multiple products and drive conversions.
Mystery Discount Ads: Engage customers with mystery discounts via Meta Ads. Use gamification to make the offer exciting, like a treasure hunt or surprise rewards, which can increase interest and conversions.
Creative Consistency Across a Campaign: Maintain consistency in creatives within a single campaign. Use the same message and theme across ads to build recall and avoid creative fatigue.
User Generated Video Ads: Leverage user-generated videos to stand out during BFCM. They are cost-effective, build trust, and convey authentic customer experiences, making them more relatable.
Scroll Stopping Thumbnails: Use rough, unpolished thumbnails to grab attention. Ads with screenshots, memes, or cropped images are more likely to stop users from scrolling.
Uncluttered Ads: Avoid clutter in your ads. Keep messages simple and bold with minimal distractions. Focus on one key message, like a limited-time discount or urgency, to boost effectiveness.
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5. Influencer Marketing for BFCM
Influencer marketing offers a compelling alternative to traditional BFCM marketing methods. By partnering with influencers, brands can tap into engaged audiences, bypassing the noise of traditional advertising while consumers increasingly trust influencer recommendations over celebrity endorsements. This heightened trust translates into higher conversion rates and improved brand loyalty, making influencer partnerships a critical component of effective BFCM marketing strategies.
Strategic Influencer Approach for BFCM Marketing:
Start Early and Build Relationships: Reach out 3-4 months ahead of BFCM to secure preferred influencers and build meaningful relationships. Early outreach creates more authentic partnerships than last-minute collaborations.
Plan Inventory and Budget Wisely: Allocate your budget toward product and shipping costs for influencers. Forecast demand and ensure enough inventory to meet both influencer and customer needs, preventing stockouts and fulfillment issues.
Personalized Discount Codes and Performance Tracking: Use unique discount codes for each influencer. This boosts conversions and provides performance insights, creating a sense of exclusivity for their followers.
Content Amplification and Creator Ads: Repurpose influencer content across social media, websites, and email. Enhance reach with paid Creator Ads on platforms like TikTok and Meta.
Campaign Execution Excellence: Remind influencers a couple of days before the campaign launch, and ensure your website and discount codes are functional. Smooth execution maximizes impact.
Long-Term Relationship Building: Build relationships that extend beyond BFCM to nurture brand loyalty. Consider adding influencers to your affiliate program for ongoing partnerships.
BFCM Influencer Campaign Tactics:
Run Challenges: Encourage influencers to create engaging content using specific hashtags.
Personal Shopping Stories: Collaborate with influencers to share shopping experiences highlighting your products.
Shoppable Posts: Enable direct purchasing from influencer content for easy conversions.
Limited-Edition Collaborations: Create exclusive products to generate buzz.
Early Access Programs: Give influencers and their followers exclusive early access to BFCM deals.
Post-BFCM Engagement: Keep the momentum going by maintaining partnerships after the sale and gathering feedback.
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6. Partnerships for BFCM Marketing
Leverage Influencers & Partners: Partnerships during BFCM can significantly amplify your marketing efforts and boost your sales. Identify potential partners, including brands, influencers, and businesses with a strong presence in your target market during BFCM marketing. Look for collaborators who align with your audience to drive engagement and increase visibility.
Key Steps for Effective Partnerships:
Evaluate Potential Partners: Assess their ability to drive traffic, increase brand visibility, and support your BFCM offers.
Create an Onboarding Plan: Develop a clear plan detailing specific roles, responsibilities, and deliverables. This could include co-branded content and scheduling promotions for maximum impact.
Define Clear Objectives & KPIs: Set measurable targets such as a percentage increase in sales, website traffic, or social media engagement during BFCM.
Joint Marketing Strategy: Collaborate on shared promotions, advertising efforts, and consistent messaging to maximize reach and impact.
Monitor & Improve: After BFCM, review partnership performance, identify successes, and discuss potential improvements for future campaigns.
Types of Strategic Partnerships:
Retail Synergies Digital Partnerships
Community-Focused Collaborations
Customer-Centric Partnerships
Partnership Examples for BFCM Success:
1. Digital Partnerships with Influencers & Bloggers: Partner with digital influencers, bloggers, or online platforms to extend your reach. Use sponsored content, affiliate marketing, or product placements to tap into new audiences.
Benefits: Boosted brand visibility and access to a new, potentially high-converting audience.
Considerations: Choose influencers that align with your brand values and measure campaign performance to ensure success.
2. Community-Focused Partnerships: Support local businesses or charitable causes to enhance your brand’s image. Donate a portion of sales, host charity events, or offer discounts to customers who donate.
Considerations: Choose a charity that aligns with your brand values and track the effectiveness of the partnership.
3. Customer-Centric Partnerships: Engage directly with your customers by encouraging user-generated content (UGC) or featuring them as brand ambassadors.
Benefits: Improved engagement, customer loyalty, and more authentic marketing.
Considerations: Evaluate the authenticity of content, streamline customer participation, and assess the impact on behavior and brand perception.
7. Content Strategy for BFCM Marketing
A strong content strategy is essential for driving conversions and engaging your audience during BFCM marketing. Tailored, high-quality content will align your marketing efforts and create excitement for your holiday deals.
Key Elements of an Effective BFCM Content Strategy:
Create BFCM-Specific Content: Develop content that showcases exclusive deals and limited-time offers. Incorporate vibrant graphics, custom landing pages, and festive videos to evoke the holiday spirit.
Segment and Personalize Messaging: Tailor content based on audience segments, such as previous buyers or those who showed interest in specific products. Personalize offers and product recommendations to increase relevance.
Leverage Multiple Content Formats: Use a mix of blog posts, videos, infographics, and social media updates to engage customers across different channels. Videos can highlight product demos, while blog posts can provide in-depth deals.
Develop a Content Calendar: Plan your content in advance with a clear schedule, including key dates for promotions, blog posts, and social media updates. This ensures a coordinated approach during BFCM.
Key Tactics for Content StrategyÂ
Encourage User-Generated Content (UGC): Encourage customers to share their experiences with your BFCM offers. Showcasing user-generated content (UGC) on your social media and website helps build trust and provides social proof.
Optimize for SEO: Incorporate BFCM-related keywords like “Black Friday deals” and “Cyber Monday discounts” to improve organic search visibility and attract more traffic.
Run Retargeting Campaigns: Use retargeting ads to bring back users who have interacted with your brand but haven’t made a purchase. Tailor the content to their interests and previous browsing behaviors.
Monitor and Adjust Content Performance: Track how your content is performing across platforms and adjust strategies based on metrics like engagement, click-through rates, and conversions.
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Conclusion
As Black Friday and Cyber Monday (BFCM) draw near, BFCM marketing becomes absolutely crucial for any eCommerce brand looking to cash in on the holiday shopping frenzy. By using smart strategies across email marketing, paid ads, influencer partnerships, and content creation, Shopify stores can seriously boost their traffic, conversions, and ultimately, their revenue. With careful planning, personalized campaigns, and timely execution, you can truly make the most of the BFCM period.
Remember, successful BFCM marketing means staying ahead of the competition and creating compelling offers that really speak to your audience's needs. Keep tweaking your approach to make sure your brand stands out, driving not just immediate sales but also building long-term customer loyalty.
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FAQs on BFCM Marketing
What is BFCM marketing, and why is it important for eCommerce stores?
When should eCommerce stores start planning their BFCM marketing campaigns?
Which marketing channels work best for driving BFCM sales?
How can I maximize conversions during Black Friday and Cyber Monday?
How can small eCommerce stores compete with big brands during BFCM?
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Neetika M
Neetika is the founder of Skai Lama. Passionate about building SaaS, Product Development, and Marketing, she talks about eCommerce Growth, Product Bundling, Gifting, Retention, and Shopify.
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