Black Friday and Cyber Monday (BFCM) are no longer just shopping days; they have become global events that set the tone for the entire holiday retail season. For e-commerce businesses, these two dates represent the biggest opportunity to drive record-breaking sales, build stronger customer relationships, and secure market share in a crowded digital space.
As an agency that has guided countless brands through this high-stakes period, we understand that success doesn’t come from luck—it comes from planning, precision, and a strategy that adapts to consumer behavior.
1. Start Your Campaigns Early
One of the most common mistakes brands make is waiting until November to launch promotions. Google’s Holiday Shopping Insights 2023 reported that 61% of shoppers begin researching purchases before Thanksgiving. By rolling out teasers in October, you ensure your brand is already on their radar when they’re ready to buy.
We guide our clients to release early-access campaigns and sneak previews weeks in advance. Whether through email “VIP lists” or social media countdowns, early momentum allows for A/B testing and audience nurturing. This proactive approach helps capture intent before competitors flood the market with last-minute deals.
2. Optimize for Mobile Shoppers
The shift to mobile commerce is undeniable. According to Adobe Analytics’ Black Friday E-Commerce Report 2023, 54% of Black Friday online sales came from smartphones. If your site isn’t optimized for mobile speed and checkout, you’re losing more than half of potential sales.
Our agency works with clients to audit their mobile experiences months before BFCM. We focus on fast-loading product pages, one-click checkout, and seamless mobile wallets like Apple Pay and PayPal. Every second of friction can cost a sale, making mobile readiness one of the most important success factors.
3. Leverage Email Marketing with Segmentation
Despite the rise of social platforms, email marketing remains the highest-performing channel during BFCM. Statista’s 2024 Email Marketing ROI Report shows email generates an average ROI of $36 for every $1 spent. The difference lies in segmentation—personalized campaigns consistently outperform generic blasts.
We advise brands to segment by purchase history, browsing behavior, and engagement level. For example, abandoned cart users should get reminders with special BFCM discounts, while loyal customers should be rewarded with exclusive early access. The right message, to the right audience, at the right time—this is how email delivers outsized results.
4. Harness the Power of Social Proof
Decision fatigue is real during BFCM, and shoppers look for trust signals before making a purchase. Nosto’s Consumer Survey 2023 revealed that 79% of consumers say user-generated content (UGC) significantly impacts their buying decisions. This makes social proof indispensable for conversions.
We encourage clients to build UGC campaigns leading up to November, asking customers to share real-life photos or reviews. These assets can be repurposed into ads, product pages, and social content. Partnering with micro-influencers also helps brands gain authentic credibility. When buyers see others validating your product, hesitation decreases and conversions rise.
5. Create Urgency with Limited-Time Offers
Urgency is one of the most effective psychological triggers in e-commerce. ConversionXL’s Urgency and Scarcity Report 2022 found that time-sensitive offers can boost conversions by as much as 332%. Shoppers don’t want to miss out—clear urgency gives them a reason to act now instead of later.
Our campaigns strategically layer urgency across multiple touchpoints. Countdown timers on landing pages, “low stock” pop-ups, and email subject lines like “Last Chance Tonight” are proven tactics. These nudges aren’t manipulative—they’re reminders in a shopping environment where timing is everything.
6. Retarget Shoppers with Paid Ads
During BFCM, many customers browse but don’t purchase immediately. Retargeting helps close that gap by reminding them of what they left behind. AdRoll’s 2023 Retargeting Effectiveness Report found that retargeted ads can increase conversion rates by up to 70%. With countless offers competing for attention, remarketing ensures your brand stays front and center.
We help clients run dynamic retargeting campaigns powered by cookies and tracking pixels across platforms like Meta, Google, and TikTok. These tools allow us to display the exact products shoppers viewed, combined with urgency-driven messaging such as “Your deal expires in 6 hours.” By personalizing reminders and creating timely prompts, retargeting transforms hesitation into confident purchasing decisions.
7. Bundle Products to Increase AOV
BFCM isn’t only about discounts—it’s also about maximizing profitability. Shopify’s E-Commerce Trends Report 2023 highlighted that brands using product bundling strategies often see higher average order values (AOV). Bundling encourages shoppers to buy more while still feeling like they’re saving.
We help clients create curated bundles like “Holiday Starter Packs” or “Best Seller Combos.” Offering slight discounts on bundles delivers perceived value without cutting deeply into margins. Bundling also introduces customers to new products they may not have purchased otherwise, boosting both revenue and customer satisfaction.
8. Strengthen Customer Support Systems
Customer service can make or break BFCM sales. Zendesk’s Customer Experience Trends Report 2023 revealed that 78% of consumers have abandoned purchases due to poor support. With higher order volumes and more inquiries, brands need to prepare for the surge.
We advise clients to implement live chat support, upgrade FAQ sections, and ensure return policies are clearly stated. Expanding support hours during BFCM can also make a major difference. When shoppers feel reassured, they buy with confidence—and often come back for more.
9. Use Analytics to Monitor and Adjust in Real Time
BFCM moves at lightning speed. What looks effective in planning may underperform in execution. Shopify’s Analytics and Conversion Study 2023 found that brands actively monitoring performance daily saw up to 30% higher returns. Agility is key to staying competitive.
We build real-time dashboards for clients that track ad performance, conversion rates, and cart abandonment. If an ad creative is underperforming, budgets can be quickly reallocated to high performers. Adjusting in real time prevents wasted spend and maximizes revenue in the short 48-hour window.
10. Focus on Post-BFCM Customer Retention
The real value of BFCM lies in turning new buyers into repeat customers. Bain & Company’s Customer Retention Economics Study 2022 found that increasing retention by just 5% can boost profits by 25–95%. That’s why retention strategies should begin the moment a purchase is made.
We help clients re-engage new buyers with thank-you campaigns, loyalty rewards, and exclusive post-holiday offers. Smooth fulfillment, personalized follow-ups, and value-added content all build long-term trust. Instead of viewing BFCM as a one-off spike, we position it as a launchpad for ongoing customer relationships.
Conclusion
Black Friday and Cyber Monday are the ultimate test for e-commerce businesses. Success isn’t about slashing prices the deepest—it’s about executing a strategy that combines urgency, trust, and data-driven precision. As an agency, we’ve seen how early preparation, real-time adjustments, and strong retention strategies turn BFCM into not just a record-breaking weekend, but a catalyst for sustained growth.
By applying these ten strategies, your brand won’t just ride the wave of BFCM—you’ll own it, and carry that momentum into the months that follow.
References
Google – Holiday Shopping Insights 2023
Adobe Analytics – Black Friday E-Commerce Report 2023
Statista – Email Marketing ROI Report 2024
Nosto – Consumer Survey 2023
ConversionXL – Urgency and Scarcity Report 2022
AdRoll – Retargeting Effectiveness Report 2023
Shopify – E-Commerce Trends Report 2023
Zendesk – Customer Experience Trends Report 2023
Shopify – Analytics and Conversion Study 2023
Bain & Company – Customer Retention Economics Study 2022