The Super Bowl of e-commerce is here. And just like the real thing, Black Friday isn’t for the faint of heart, it’s the most competitive shopping event of the year.
According to Shopify’s 2024 data, Shopify merchants alone generated $11.5 billion in sales during the BFCM weekend, a 24% jump year over year. At peak, that meant $4.6 million in sales per minute. More than 67,000 merchants hit their best sales day ever, the average cart value landed at $108.56, and 16% of orders crossed borders. It’s not just busy, it’s a global shopping frenzy.
But here’s the catch: more shoppers also means more pressure. Ads cost more, inboxes are more crowded, and attention is harder to earn. Layer on sticky inflation and new tariffs, and 2025 shapes up to be one of the most competitive seasons yet. Customers aren’t just looking for deals: they’re looking for the best value and the simplest path to buy.
Despite the uncertainty, Klaviyo’s 2025 BFCM report suggests plenty of reason for optimism: 77% of consumers say they’ll spend the same or more this holiday season compared to last year. But the shopping timeline has shifted. Around 24% of shoppers start before Thanksgiving, while more than half finish in December or later. Which means the old four-day “blast and hope” playbook doesn’t cut it anymore. BFCM is a marathon, not a sprint.
And that’s where strategy comes in. When your ads, website, email, and SMS all work in sync, BFCM becomes more than a temporary revenue spike. It becomes a launchpad:
- to acquire new customers at scale
- to nurture them into repeat buyers
- and to set the tone for growth well into 2026.
1. Win BFCM by Planning Early and Moving Fast
Black Friday success is built on preparation, simplicity, and speed.
Here’s the formula that top-performing eCommerce brands follow every year:
- 🧭 Plan way in advance – Start strategy and offer planning in Q3. Lock in your creative, email flow updates, inventory, and budgets before everyone else scrambles.
- ✨ Keep it simple – Clarity beats complexity. Your offer, funnel, and messaging should be so easy to understand that a distracted shopper instantly knows what to do.
- 📣 Leverage your owned audience – Rely less on cold ads and more on your email, SMS, and social followers you’ve nurtured all year. They’ll deliver your highest ROI when ad costs explode.
- 🕐 Launch early-bird campaigns – Reward subscribers and VIPs before the public sale goes live. Early revenue builds momentum, warms up your pixel, and funds your main push.
- ⚡ Act fast during Black Friday week – Don’t overanalyze when things are live. Monitor your metrics hourly, shift budgets, and pivot creatives quickly. The first few hours can define your entire weekend.
👉 BFCM is a game of preparation and reaction. Plan early, stay agile, and keep your message crystal clear when the buying frenzy hits.
2. Focus on Your Offer
Your offer is the single most important factor in determining your BFCM success. You can have the best ads, slickest website, and cleverest emails, but if the offer isn’t compelling, nothing else matters. When it comes to your BFCM offer, you have to go all GODFATHER on your customers.
Think about it: during BFCM, shoppers are drowning in deals. Every brand is screaming “20% OFF!” or “BIGGEST SALE EVER!” That kind of messaging doesn’t stand out anymore. What stands out is an irresistible offer that feels like it was built for your customer, not copied from your competitors.
👉 If you’re struggling to come up with that kind of offer, check out our free guide to Immutable Laws of $10M Ecommerce Offers. This guide provides you a step by step framework on how to create winning offers based on the data we gathered by analyzing winning offers from the top brands doing $10M+ in revenue.
Here are some tips to help you craft a solid offer for your store this holiday season:
- Use tiered offers: For e.g. “Spend $100 → get 10% off, $200 → 20% off” to boost AOV and guide buyers upward.
- Reward your VIPs – Don’t just think about the discounts you’ll be offering to new customers. Use this time to reward your most loyal and highest paying customers by offering them first crack at your deals, higher discounts, and exclusive perks (think: free gift wrapping, free express shipping, free samples.)
- Make your offers clear and easy – Avoid “25% off select styles” confusion. Instead, use straightforward discounts or dedicated sales collections so shoppers know exactly what qualifies.
- Tie offers to urgency – Time-bound deals with visible countdowns, or limited-quantity alerts like ‘only 100 blenders left’ push customers to act fast instead of waiting.
- Plan for the entire holiday season – Don’t recycle the same discount for Black Friday, Cyber Monday, Christmas, and beyond. Mix it up with creative bundles, gifts-with-purchase, and seasonal twists to keep customers engaged.
3. Optimize Your Website For Higher Conversions
Your ads and emails can bring in traffic, but your website does the heavy lifting of converting that interest into revenue. During BFCM, every second of friction costs you sales. Here are a few tips to help you get your store ready for higher conversions.
- Speed is everything – According to Shopify the average bounce rate for fast-loading pages of less than three seconds is 8%. This jumps up to 38% if your load time increases by just two more seconds. So make sure your website is quick by compressing images, removing heavy scripts, and preparing for traffic spikes.
- Build a dedicated BFCM hub – Create landing pages and curated gift guides for your deals (“BFCM Bundles,” “Gifts Under $100”) so shoppers don’t waste time hunting. Use a predictive search tool like Shopify’s Search & Discovery feature to make it easy for your customers to find the products they’re looking for.
- Keep CTAs sticky and obvious – Your add-to-cart button should always be visible, especially on mobile. Don’t let long product descriptions push the CTA below the fold.
- Make checkout frictionless: Offer express pay (Shop Pay, PayPal, Apple/Google Pay) and one-click checkout options. Let customers edit their cart directly on the checkout page. Use auto-applied discount links in your ad and email CTAs, or create a separate “Offers” section that shows all active deals. Finally, reinforce trust with payment badges and clear shipping timelines to eliminate hesitation.
- Test before the rush – Run through your full checkout flow on desktop and mobile. Catch broken discount codes, errors, or confusing copy before traffic surges.
Download our free 50 point CRO audit checklist to make sure your ecommerce store is ready before the holiday rush hits.
4. AI Is the Big Shift You Can’t Afford to Ignore
AI isn’t just hype anymore, it’s shaping how customers shop and how brands sell. Shoppers are already using it for product suggestions and quick answers, while brands are using it to make marketing and operations easier.
But here’s the truth: the winners this BFCM won’t be the ones who use the most AI, they’ll be the ones who use it thoughtfully to remove friction and create a smoother buying experience.
Here’s how to put AI to work for your brand:
- AI-powered personalization & ads (Klaviyo, Meta, Google): Use AI to deliver smarter product recommendations, predictive segments, send-time optimization, and more efficient ad targeting/bidding so every message and dollar is maximized when competition peaks.
- AI chatbots for FAQs & returns: Use them to answer common questions instantly like delivery timelines or return steps without forcing shoppers to wait.
- AI content optimization: Ensure your store is optimized for AI-driven search (think ChatGPT, Perplexity, Google SGE), so your products show up when people use AI tools to shop.
👉 The key: AI should feel invisible. It’s not about showing off the tech; it’s about making the path to purchase faster, clearer, and easier. Check out my Youtube video to see 7 different ways you can leverage AI for your ecommerce brand.
5. Build an Early Bird List
One of the smartest ways to win Black Friday isn’t by spending the most during the weekend — it’s by owning the audience before it starts.
Start building your Early Bird list in October.
Run Meta or Google lead-gen campaigns that drive traffic to a dedicated BFCM early access landing page — or test Facebook lead forms vs. a full landing page approach to see which gives you cheaper leads.
Position the sign-up around VIP status or scarcity (“Join the Early Access List” or “Only 100 Spots for 24-Hour Early Access”). These triggers create excitement long before discounts even begin.
Here’s a simple math check to see if it scales:
- Cost per lead = $1
- Conversion rate = 10%
- AOV = $100
→ You’re paying $10 to acquire a $100 customer. That’s scalable all day long.
Once they subscribe, put them through a VIP flow that builds anticipation and pre-sells your best bundles.
Then, about 2 weeks before BFCM, give your Early Bird list a 24-hour early launch window — or make it even more exclusive by saying “Only the first 100 customers can buy early.”
That head start doesn’t just drive revenue early — it also warms up your pixel and inbox engagement, lowering costs when the chaos hits.
6. Use SMS for Urgency & Scarcity
Don’t sleep on SMS marketing.
According to Sender, SMS has an open rate of over 98% — and during BFCM, when inboxes are flooded and ad costs skyrocket, that kind of direct line is gold.
If there’s one way to cut through the noise and reach your best buyers instantly, it’s through text. Use SMS to create urgency and exclusivity:
- Announce flash deals (“Only 2 hours left!”)
- Send early-access links to your VIPs
- Remind shoppers when items are almost sold out
If you already have a large email list, don’t ignore it, send an email campaign inviting non-SMS subscribers to join your text list before the sale.
Offer an incentive to opt in: a higher discount, free gift, or early access.
The result? A more engaged list, faster conversions, and a direct way to stand out in the most competitive weekend of the year.
7. Run Smarter Google Ads (Plan, Don’t Panic)
Black Friday isn’t the time to overhaul your Google Ads — it’s the time to refine what’s already working.
If you want to win, preparation starts weeks before the chaos.
Here’s your quick BFCM checklist for Google Ads success:
- Fix your Shopping Feed early – Make sure product titles, descriptions, and GTINs are optimized at least 2–3 weeks before BFCM. Google needs time to crawl and approve changes, so don’t leave this for the last minute.
- Don’t restructure campaigns – Unless a specific product category is expected to explode, avoid rebuilding campaigns. Stability beats experimentation during peak CPMs.
- Start increasing budget gradually – Begin scaling 7 days before Black Friday, not overnight. A steady 20–30% daily increase helps Google’s algorithm adapt smoothly and keeps your CPAs consistent.
- Double down on ad assets – Add sitelinks, price assets, and promotion extensions to boost CTR. These small details can push you ahead of competitors bidding on the same keywords.
- Track and protect high-converting keywords – Identify your top performers and monitor them daily. Increase bids or isolate them in dedicated campaigns to make sure they don’t lose traction.
8. Segment Your Audiences for Google Ads
Personalized ad segmentation = higher CTRs, better ROAS, and smarter budget allocation. Instead of blasting the same ad to everyone, segment your audiences so your messaging, offers, and bids fit each group’s intent and value.
Here’s a simple segmentation framework that works incredibly well for ecommerce brands:
- 🆕 Segment 1: New Subscribers
People who’ve joined your list but haven’t purchased yet. They already know your brand — BFCM is the perfect time to convert them into first-time buyers with an irresistible “new customer” offer or exclusive discount. - ♻️ Segment 2: Existing Customers
Exclude these from new customer acquisition campaigns. Instead, target them separately with loyalty-focused or bundle offers. Your goal isn’t to reacquire them — it’s to increase AOV. - 💎 Segment 3: High-Value Customers
Your top 20% of customers by purchase frequency or lifetime value. These are your brand evangelists. Position your offers as premium, limited, or early-access — they’ll respond best to exclusivity over discounts. - ⏳ Segment 4: Lapsed Customers
Previous buyers who haven’t purchased in 180+ days. This is your golden window to bring them back with “we miss you” messaging, special bundles, or reactivation offers.
9. Run Smarter Meta Ads (CBO + Retargeting Framework)
When it comes to Meta Ads during BFCM, it’s not about reinventing your campaigns — it’s about simplifying and scaling what already works.
The best-performing brands use Campaign Budget Optimization (CBO) to let Meta distribute budget dynamically across top-performing audiences and creatives.
Here’s a proven 4-ad-set structure to keep things organized and profitable:
- Broad Targeting
Let Meta’s algorithm work its magic. Use open targeting with strong creative hooks (UGC, offer banners, bundles, or urgency ads). This is your cold traffic driver. - Social Media Engagement (180 Days)
Retarget anyone who’s liked, commented, or watched your videos in the past 180 days. These people already know your brand — serve them value-driven reminders and exclusive offers to nudge them to buy. - Website Visitors (180 Days)
These are the people who browsed but didn’t convert. Hit them with product-specific retargeting ads, reviews, and urgency-based messaging (“Only a few left,” “Early access ends tonight”). - Email Subscribers & Buyers (Last 180 Days)
Use this segment to cross-sell, upsell, or reward loyalty. They already trust you — show them bundles, VIP offers, or gift-ready products.
Inside each ad set, run 4 ads to test different formats:
- UGC or testimonial video
- Static offer banner
- Product demo
- Carousel or bundle feature
10.Scale Meta Ads the Smart Way
Treat BFCM like a trading floor, not a set-and-forget campaign. You don’t want to play catch-up when CPMs spike, you want to be the one dictating the pace.
That’s why it’s usually better to start with a large budget and scale down, rather than starting small and trying to push spending up later.
Meta’s algorithm rewards consistency and stable spend patterns, sudden jumps or drops can cause performance swings right when you need reliability most.
Here’s a simple daily rhythm to manage your spend and stay profitable:
- Check your results at 8 AM, 12 PM, 4 PM, and 9 PM.
Track performance throughout the day and adjust based on live data, not assumptions. - Compare total Shopify revenue vs total ad spend, not just in-platform ROAS.
This gives you the real profitability picture. - Use your ROAS goal to guide scaling.
Example: If your target is a 5x ROAS and you’re hitting 10x by noon then increase spend. If performance dips below goal, pull back gradually to preserve margin.
11. Do Everything In Your Power To Rescue Abandoned Carts
Cart abandonment spikes during BFCM, shoppers get distracted, compare deals, or simply forget to complete checkout. But these are some of the warmest leads you’ll ever have, so you can’t afford to let them slip.
Here’s how to save them:
- Reduce the time delays for your abandonment flows – Send the first cart reminder within the first half an hour, while intent is fresh.
- Use SMS and Pop-Up Notifications – A short “Did you forget this?” text or app notification with a direct checkout link cuts through crowded inboxes.
- Use retargeting ads – Show dynamic cart ads on Meta/Google so the exact product follows them around until they buy.
- Sweeten the reminder – Add urgency (“Only 2 left”) or a perk (free express shipping if they complete today).
- Make checkout seamless – Pre-fill carts with saved items, auto-apply discount codes, and use direct “1-click checkout” links in every reminder.
12. Prep Your Email List Early
Your email list is the backbone of BFCM: but if it’s cold, cluttered, or unsegmented, you’ll be throwing money away during the most expensive weekend of the year.
Here’s how to get it in shape:
- Clean your list – Remove unengaged profiles and invalid addresses to improve deliverability. A cleaner list = higher inbox placement when it matters most.
- Warm up your domain – Increase sending volume gradually in October/early November to build sender reputation before the big send days.
- Send your email subscribers a chance to opt in for SMS – Send out a campaign pre-holiday season inviting your customers to opt-in to your SMS plan for higher/more exclusive discounts.
- Segment before you sell – Tag VIPs, recent buyers, and seasonal shoppers so you’re not blasting the same message to everyone.
- Let Customers Control Holiday Emails: This might sound counterintuitive, but sometimes the smartest way to build trust is by giving customers a way to hear less from you. Let customers choose to only receive 1–2 major updates instead of the full campaign flow.
13. Use Amazon as an Additional Holiday Sales Channel
Over half of shoppers start their product search on Amazon, and during last year’s BFCM, over 60% of Amazon sales came from independent sellers. The opportunity is massive, but the competition is fierce.
Think of Black Friday as the Super Bowl of online shopping: listing on Amazon is like buying airtime during the big game. It helps emerging brands boost visibility and capture new customers who may never have found you otherwise. Once you’ve got their attention, use packaging inserts, and loyalty perks, to pull them into your own DTC ecosystem for long-term retention.
Amazon isn’t just for new customers though. Even existing customers may prefer shopping from Amazon for ease of convenience if they’re bulk buying gifts for the entire holiday season from multiple brands on Amazon, or if they’re getting faster delivery options through the platform.
So don’t shy away from sending out email and SMS campaigns to let your customers know that your Black Friday deals will also be available on Amazon if you sell there. Here’s a really fun one by Copper Cow Coffee:
14.Create a Black November Calendar
The best BFCM campaigns don’t happen by luck — they happen by planning every key date before November even begins.
Start by chalking out a “Black November” calendar that includes every major shopping day and your brand’s sale schedule.
Here’s what to map out:
- 🗓️ Big Days: Black Friday, Cyber Monday, Small Business Saturday, and any niche or brand-specific days (like Giving Tuesday or your brand anniversary).
- 💥 Sale Dates: Early-bird offers, VIP access, and public sale windows.
- 🔔 Reminders & Deadlines: Email/SMS reminder sends, last shipping cutoffs, and discount expiry reminders.
15. Think Beyond the Holiday Season
It’s easy to treat BFCM as a finish line, but for the smartest brands, it’s just the starting point. The real winners are those who turn November buyers into long-term customers.
Here’s how to extend the impact:
- Nurture new customers – Follow up December with onboarding flows, educational content, and win-back campaigns to keep first-timers engaged.
- Measure what worked – Review your data (offers, ad segments, creative) and build playbooks for Q1 and beyond.
- Don’t over-discount post-holidays – Switch focus to bundles, subscriptions, and value-adds instead of racing to the bottom on price.
Check out our blog on what to do after BFCM is over for more in-depth tips and strategies from our team of expert copywriters, designers, and strategists.
Wrapping It Up
Black Friday and Cyber Monday aren’t just about chasing a short-term sales spike; they’re about setting your brand up for the next 12 months of growth.
The best-prepared stores know their offer is the core of everything, their website is battle-tested to handle traffic, and their ads, emails, and SMS campaigns are working together, not in silos. Add in AI-powered personalization, smart upsells, transparent shipping, and a seamless omnichannel experience, and you’ve got the playbook to not just survive the holiday frenzy — but to dominate it.
👉 Need expert help to get your store BFCM-ready? At Budai Media, we’ve helped 200+ 7–8 figure ecommerce brands dominate Black Friday year after year, generating millions in extra revenue. If your store is already doing $100K+/month, click here to book your free ecommerce audit today and get a full breakdown of how to scale through email, SMS, ads, and CRO.
