Fact: the Black Friday and Cyber Monday (BFCM) retail frenzy continues to go strong. Year-over-year, 8 in 10 surveyed shoppers plan to make a purchase during one of the biggest shopping events of the year.
And while the massive marketing campaigns of retail giants dominate the headlines, BFCM also presents an opportunity for small and medium-sized retailers to show off, attract new markets, and build a loyal customer base.
With time to prepare, it’s possible to compete with the big players. This ultimate guide offers practical, actionable strategies to make your Black Friday/Cyber Monday campaigns a success.
Benefits of running BFCM campaigns
BFCM campaigns are rewarding, but they require careful planning and execution to pay off. Done right, however, they lead to a multitude of benefits, such as:
- Increased sales and revenue. BFCM shopping sprees can cause a spike in your sales figures. 200.4 million shoppers spent an average of $321.41 in 2023 throughout the Thanksgiving weekend.
- Enhanced brand visibility. Your promotions put your brand in the search results when consumers hunt for BF/CM deals. Researchers concluded that increasing discount and event-specific advertisement exposure can help brands gain attention.
- Attraction of new customers. Temporary price cuts lower the risk of trying a new brand or product. Offering special discounts can draw in first-time shoppers who might not have discovered your shop otherwise.
- Improved customer loyalty. Proper campaign execution can convert curious one-time buyers into loyal customers. This study proved that customers who are satisfied with your pricing and promotions are more likely to stick around.
These benefits can determine whether it’s a good idea for your business to invest in these high-impact days (spoiler alert: they usually are).
But different brands, different strokes. In some cases, an alternative strategy might be a better fit for your company. If that's your situation, you'll need to weigh the benefits against the risks.
Drawbacks of running BFCM campaigns
Drawbacks don’t spell disaster. A lot depends on how you strategize and manage your campaign, so it’s good to educate yourself on what they are to plan ahead for them.
- Potential reduced profit margins. Deep discounts can cut into profit margins. If your typical profit margin is 40% and you offer a 30% discount, you’re left with only 10%.
- Operational pressure. Order influx can strain logistics and staff. You might require additional resources (e.g., on-call staff, extra shipping carriers) to fulfill increased demand.
- Risk of unsold inventory. 11% of retailers expect holiday stockouts and may stockpile buffer inventory to avoid this. This surplus is difficult to sell at full price post-campaign, forcing you to resort to markdowns.
- Attraction of deal-hunters with low lifetime value. Discounts can trigger impulse purchases from bargain hunters. Unfortunately, a study found that 31% of impulse shoppers experience dissatisfaction, and 28% won’t do it again.
- Brand misalignment. Aggressive promotions may clash with your brand’s image. A luxury store offering steep discounts might undermine its exclusive image, alienating loyal customers who value its premium status.
Note: Opting out of BFCM campaigns can be a strategic choice based on your specific cost-benefit analysis. You don’t have to conform to market trends if the trade-offs outweigh the benefits.
If you sell handmade high-end jewelry, for instance, huge discounts could dilute its upscale image and feel unfair to patrons who bought at full price. Participating in BFCM is likely unsuitable for you.
Now, if you DO decide that BFCM is right for your business, you can outsmart these drawbacks early on. The key is setting realistic expectations and devising strategies to counteract them.
7 tactics and strategies for successful BFCM campaigns
You’re not only slashing prices and posting advertising campaigns online when running BF/CM promotions. You need a well-rounded approach to optimize everything from pre-launch to post-sale.
Check out these best practices to maximize your sales, attract the right customers, and avoid common pitfalls.
Collect relevant customer and transaction data
Without data, creating BFCM campaigns is like flying blind. Historical holiday sales provide useful information, so they’re worth diving into. They disclose information on popular products, optimal discounts, and peak traffic times from past campaigns.
To keep clutter and outdated information at bay, 93% of marketers believe having a single data source is advantageous. However, only 65% have one.
Consider investing in ERP systems (e.g., Netsuite), customer data platforms (e.g., Klaviyo), and loyalty program tools (e.g., Marsello). These systems consolidate data from various sources—such as online sales, in-store transactions, and customer interactions—into a single, unified database.
Having an integrated database allowed Brandini Toffee a gourmet food brand, to launch more consistent, targeted promotions across sales channels. Acting on real-time data, they attracted 30,000 loyal customers to their database and tripled their revenue growth.
So when planning BFCM promotions, look to accurate, up-to-date data to engage your audience and achieve the same impressive results.
Sign people up for your marketing lists
Email and SMS campaigns have been proven to drive eyeballs, foot traffic, and sales. These methods work well because your marketing lists offer a direct line to your audience.
Ask potential shoppers to sign up for your SMS updates, email newsletters, and loyalty programs before and during the holiday sales.
Sending emails beforehand can build anticipation with exclusive pre-sale and early access offers.
See how this pre-BFCM teaser builds up urgency by adding the “while supplies last” line below the discounted products. It stirs up interest and prompts action from eager shoppers:
Source: Really Good Emails
If you’re gaining traction, why not double down while the promotion is still live? Here’s another branded email campaign that has a clear, compelling call-to-action:
Source: Really Good Emails
Post-campaign, invite first-time shoppers to join your loyalty program to deepen their connection with your brand. Make the sign-up process easy and appealing to eliminate barriers that might otherwise discourage potential subscribers.
Check out this example from Smack Bang, a pet accessory and bakery shop. They automatically enroll shoppers in their loyalty program with every purchase. The brand’s loyalty base grows without requiring extra work from customers.
Send personalized thank-you messages after the purchase to reinforce the positive experience. To encourage repeat purchases post-BF/CM, reward points, offer birthday bonuses, and create tiered rewards that incentivize higher spending.
Run lead-up campaigns
55% of shoppers took advantage of early holiday sales, with 35% shopping the week before Thanksgiving.
Targeting early shoppers can help you close sales before they exhaust their budget during the Cyber Week shopping rush. You also get to spread out your sales, minimizing logistical bottlenecks and preventing stockouts.
Take NZ-based apparel brand Merrell launching an “earn points now, redeem discounts later” campaign during the Labour Weekend.
You can use this tactic to drive up initial sales before BFCM while setting up customers for a more lucrative shopping experience a few weeks later.
Set up automated lead-in campaigns based on customer actions, like cart abandonment or wishlist additions. This is a great way to re-engage shoppers who have shown interest but haven’t yet completed their purchases, which can increase BFCM conversion rates.
Align campaigns with your brand values
Everyone’s feed overflows with “save 50%” on this and “30% off” on that. Retailers often use eye-catching visuals, catchy slogans, and influencer partnerships to cut through the noise.
While these tactics can help, highlighting your brand’s genuine purpose and commitment can set you apart. It could be your commitment to sustainability, ethical sourcing, or supporting local communities.
Ten Tree, a sustainable clothing brand, has perfected this strategy. Launched around November, they called their campaign “Green Friday Sale” instead of Black Friday Sale.
This differentiation appeals to consumers who prioritize environmental responsibility and want products that match their values. Here are several other ideas to achieve this:
- Double loyalty points - create a limited-time promotion where shoppers earn double points for purchasing eco-friendly products or doing sustainable actions
- Ethical Sourcing - publish transparency reports highlighting your commitment to ethical sourcing and fair labor practices
- Transparent storytelling - share sustainability stories, behind-the-scenes, and initiatives
Turn fleeting shoppers into long-term patrons by weaving your brand core values into your BF/CM campaigns. Failing to do so could leave you as another spam entry in an oversaturated market.
Leverage social media marketing
Social media can generate up to 5 times more online traffic than email and digital advertising during the holiday season. Think of it as a 24/7 digital billboard. Your content should make people want to come in and check out what’s on offer.
Share sneak peeks, countdowns, and exclusive previews to intrigue your followers. Hop on trends using popular music, like this TC Elli’s Black Friday post on TikTok.
This funny, on-trend content is a light-hearted way to connect with your audience.
Other strategies you can try to boost your social media BF/CM campaigns are:
- Partnering with influencers to drive authentic traffic
- Encouraging user-generated content (UGC) posts to boost your social proof
- Run BF/CM-related giveaways on social media to attract new followers
- Use branded hashtags and popular, relevant ones to increase discoverability
Engagement doesn’t end when you hit the post button. Don’t forget to monitor and respond to your audience’s input to keep the conversation going.
Create urgency and scarcity
31% of shoppers said a limited-time sale or promotion persuaded them to shop for something they were hesitant about. Fear of missing out (FOMO) gives your campaign the nudge it needs to boost conversions and sales.
To make this strategy work for you, consider adding these key elements:
- Limited-time offers - launch countdowns or flash sales that prompt immediate action
- Exclusive deals - use phrases like “while supplies last” or “limited quantities available” to highlight scarcity
- Limited editions - introduce exclusive or limited-edition items that won’t be restocked
Convey a sense of urgency, but do it with substance to avoid coming off as pushy. See how Sigi Skin didn’t only announce the sale deadline. The sustainable skincare brand also went on to point out the benefits of using its products in this brief Instagram reel.
Urgency without authenticity can make your offers seem like a high-pressure sales tactic. Always combine both to win over your target audience.
Prepare your online store for high-traffic visits
A website that loads in 1 second converts 5 times better than one that takes 10 seconds. It improves user experience and search engine rankings, making it easier for BFCM shoppers to find and do business with you.
Days or weeks before Thanksgiving, simulate high traffic to check if your site can handle increased loads. Run site speed tests using tools like Google PageSpeed Insights to check its load times.
Review Google Analytics for high bounce rates to understand how well your site retains and engages visitors. High bounce rates indicate underlying issues like sluggish performance, boring content, or poor user experiences.
Moreover, experts projected mobile sales to hit two trillion U.S. dollars this year—63% of total retail ecommerce. Optimize your site for mobile devices to capture every sale potential. Simplify the checkout process with autofill options, large buttons, and streamlined forms.
When the stakes are high during BF/CM, a slow, unresponsive site can mean lost sales and frustrated shoppers. Be sure to have an action plan in case of site crashes and customer complaints.
Further considerations for BFCM in 2024
You’ve got the basics down. But 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.
Wrapping up your BFCM strategy
The 7 strategies outlined above ensure your BFCM campaigns capture attention and build consumer loyalty. This way, you keep shoppers coming back long after the holiday sales end.
Automate your BFCM campaign planning with Marsello’s loyalty and marketing software. It streamlines and simplifies data collection, program sign-ups, lead-up campaigns, campaign value alignment, social media leverage, urgency marketing, and web store preparation.
Start planning now and turn this peak shopping season into your most successful one yet! Talk to a retail expert today.
Need help? Get advice from an expert.
Read more: 7 Steps To Building A Profitable Loyalty & Rewards Program
