As Black Friday and Cyber Monday (BFCM) approach, retailers need to be prepared with a strong, detailed strategy that goes beyond just offering discounts.
For omnichannel retailers—those with both an online store and physical locations—BFCM presents a massive opportunity.
But to truly capitalize on this, you need more than just discounts; you need a well-thought-out strategy that gets customers excited both online and in-store before the actual day. The answer? Pre-selling and warming up your audience across all channels.
Why you need pre-sell and warm-up campaigns
Pre-selling is the key to generating excitement and ensuring your customers are primed and ready to shop when Black Friday and Cyber Monday arrive. Instead of waiting for the sale days, you start engaging customers early, getting them interested in your products, and ready to buy.
Cross-Channel Brand Awareness
Pre-selling isn’t just about online ads. It’s about making sure your in-store customers are aware of your upcoming sales and promotions, as well. Think of your online and in-store experiences as one fluid funnel where each touchpoint reinforces the other.
Demand Creation
When customers start thinking about your products before the sale begins, they become more likely to make a purchase during BFCM. You’re building anticipation and creating a sense of urgency both online and in your stores.
Bypassing Ad Limitations
Did you know Meta can cap the amount of conversion-objective ads shown in a day? By running pre-sale hype and awareness ads (like we’ll show you), you have already built an audience who are engaged with your BFCM campaign. So by the time BFCM arrives, your audience has already interacted with your brand and seen your products in action—meaning you’re less reliant on last-minute online ads that might be restricted by platform caps (and… you can save A LOT on advertising costs).
Step 1: Build awareness across your channels with pre-sell campaigns
Pre-selling: To precondition your audience for subsequent purchase or create advance demand for your forthcoming products, offers etc.
Here are four ways you can pre-sell your BFCM sale items and bundles.
1. UGC Campaigns Online and In-Store
User-Generated Content (UGC) isn’t just for social media. You can integrate it into your physical stores too.
Online Strategy
Run a UGC campaign where customers post photos or videos of themselves using your products, tagging your brand, and using a BFCM-specific hashtag. Incentivize participation with a chance to win an exclusive product or a BFCM gift card.
In-Store Strategy
Create an interactive display in your physical stores where customers can take photos with your products. Set up a backdrop with a large “Coming Soon: Black Friday/Cyber Monday Sale” sign, and encourage customers to share their photos on social media with your BFCM hashtag. In exchange, give them a small discount or early access to deals.
2. Video tutorials and content
Videos that educate and entertain are powerful tools, and they should be used both online and in-store.
Online Strategy
Create a series of short videos that highlight how to use your products. For example, if you sell tech gadgets, show tutorials on how to set them up or highlight special features that customers might not know about. Promote these videos via email and social media, driving traffic to your site in anticipation of BFCM.
⬆️ Sephora is the queen of UGC tutorials ⬆️
In-Store Strategy
Use digital screens in your store to play these same videos on a loop. This allows your in-store customers to engage with your brand beyond just browsing the shelves. It also creates a consistent experience between your online and offline channels.
3. Email and SMS campaigns
Your email and SMS campaigns should reflect the omnichannel nature of your brand, driving traffic both online and in-store.
Email Strategy
Begin sending pre-sale emails in early October that build excitement for your BFCM deals. Segment your audience based on their purchasing habits—send tailored content to your online shoppers and in-store customers. For instance, highlight the convenience of shopping online to in-store customers, while reminding your online shoppers of exclusive in-store deals.
SMS Strategy
Use SMS to provide exclusive updates for in-store promotions. For example, “Stop by our store today to preview our BFCM deals and receive an additional 10% off your purchase!”
4. Exclusive pre-sale offers across channels
To make the most of your pre-selling efforts, consider offering exclusive early access to your sale for loyal customers—both online and in-store.
⬆️ Rubber Monkey’s BFCM hype campaign ⬆️
Online Strategy
Invite your VIP customers to shop your BFCM sale a few days early. Send them a private link to your site where they can access exclusive discounts before anyone else. This creates urgency and makes your customers feel valued.
In-Store Strategy
Offer early access to in-store customers through a “secret sale” event. Only those who have signed up for your email or SMS list can access this exclusive event, where they can shop deals before the general public.
Step 2. Warm-up campaigns to build an engaged audience
Starting in October, your warm-up campaigns should be designed to create a buzz both online and in-store. These campaigns help build momentum and get your audience ready for BFCM.
1. Brand awareness across channels
Brand awareness campaigns should not only be focused on your online presence but should also extend into your physical stores.
Online Strategy
Run brand awareness ads on social media that show off your products in action. Focus on “Objective = Video view” ads that capture your products’ best features and benefits, as they are typically cheaper to run and have a greater impact.
It’s crucial to understand how Meta (Facebook and Instagram) ads work—Meta caps the number of conversion ads shown in a day. This means you need a creative approach to reach your audience without solely relying on those limited ads.
⬆️ Some of Sephora’s 2023 hype-building video ads for Cyber Week ⬆️
The key is to run brand awareness ads that introduce people to your brand on platforms like Instagram, Facebook, or TikTok.
But here’s the twist: when users start looking up your brand after seeing those awareness ads, the first content they encounter should be highly targeted to drive conversions. Think about posts highlighting your BFCM sale, exclusive discounts, or even getting them to RSVP for your VIP email list.
This is a very cheap and effective method to maximize the visibility of your campaign, products, and sales—without being restricted by your ad platform’s limitations.
In-Store Strategy
Ensure that your physical store reflects your BFCM messaging. Use large banners and posters that promote your upcoming sale and drive customers to sign up for your email list to receive early access or exclusive offers. Make sure the in-store atmosphere is as exciting and anticipatory as your online campaigns.
2. Lead generation campaigns for omnichannel success
Lead generation should happen both online and in-store to maximize the number of customers ready to shop when BFCM arrives.
Online Strategy
Create gated content on your website that provides valuable insights or tips related to your product category. For example, “7 Ways To Style Our Winter Collection: With [Influencer Name]” Collect email addresses through this process, and follow up with segmented email campaigns based on customer preferences.
You can use “Objective = Conversion” ads here. Set the conversion event to “Lead” and use Meta’s inbuilt lead form tool.
⬆️ Crocs are running lead gen ads to build their marketable database ⬆️
In-Store Strategy
Use in-store lead generation methods like offering QR codes on receipts or at checkout, encouraging customers to sign up for your BFCM email or SMS list. Offer an instant incentive for signing up in-store, like 10% off their next purchase or a bonus $10 voucher to kickstart their BFCM haul.
Step 3. Bring your physical locations into the BFCM strategy
For omnichannel retailers, your physical stores play a crucial role in driving excitement and anticipation for BFCM. Here are some specific tactics to enhance your in-store strategy.
Signage and Flyers
Signage in-store should not just promote the upcoming sale but also encourage customers to engage with your brand online.
- Example: Use large, eye-catching banners that say “BFCM is Coming—Sign Up Now for Exclusive Offers!” Place QR codes on these banners that customers can scan to join your email list or receive a sneak peek of upcoming deals.
⬆️ Sephora’s Black Friday promotional signage ⬆️
Photo: Kena Betancur/Getty Images.
Interactive Displays
Creating excitement in-store can be as simple as setting up interactive displays that build anticipation for your BFCM deals.
- Example: Design a “BFCM Preview” display that showcases a few key products that will be heavily discounted during the sale. Use signage that says “Limited Stock Available” or “Preview Our Black Friday Exclusives Now” to create urgency.
In-Store Events and Experiences
Consider hosting special events in-store that tie into your BFCM sale. These events not only create excitement but also give customers a reason to visit your physical locations.
- Example: Host a BFCM preview night for loyal customers, where they can come in after hours for a special shopping event. Provide refreshments and offer exclusive discounts to those who attend. This is a great way to build relationships with your in-store customers while reinforcing your online messaging.
Further considerations for BFCM in 2024
Here are additional tricks and tips to help you handle the high-stakes season confidently.
- Advanced marketing tools. If you have the resources, consider investing in these tools to streamline your efforts and improve your campaign performance:
- AI-driven analytics for better customer demand forecasts
- Automated email marketing to deliver personalized messages on autopilot
- Chatbots for real-time customer support
- Well-optimized tech stack. From your CMS to your payment gateways, double-check that everything functions seamlessly. Regularly update your software and conduct routine system checks to avoid technical glitches during peak times.
- Omnichannel experience. Offer a consistent, integrated experience across all your sales channels. It includes real-time inventory synchronization, consistent messaging, and smooth device transitions.
Short on time? If you’re reading this on the fly, here are some last-minute BFCM campaign hacks to get you going.
Conclusion
For omnichannel retailers, preparing for BFCM means leveraging both your online presence and physical stores to build anticipation and excitement well before the sales begin.
By pre-selling, running targeted warm-up campaigns, and integrating your online and in-store experiences, you can create a seamless shopping journey that drives conversions across all channels. With the right strategy, your customers will be ready, eager, and waiting to shop when BFCM finally arrives.
Start planning now and turn this peak shopping season into your most successful one yet! Talk to a retail expert today.
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Read more: 7 Steps To Building A Profitable Loyalty & Rewards Program
