Your BFCM Checklist: 8 Key Tips to Maximize Your BFCM Sales

As Black Friday and Cyber Monday (BFCM) approach soon, many can also expect the excitement of the Q4 shopping season. For eCommerce businesses, the BFCM sales period is a significant opportunity to boost sales and enhance customer reach.

To help you navigate this exciting time effectively, we have a comprehensive checklist of 8 essential tips for BFCM preparation. By focusing on these tips, we hope you can make the most of this shopping season.

What’s The Big Deal of BFCM, After All?

Many people outside the United States may not have an avid understanding of the ins and outs of the notion of Black Friday and Cyber Monday (BFCM).

Simply put, the name Black Friday itself is full of negative connotations, giving out a sense of impending doom as it seems that negative things will happen on that day.  However, the eCommerce world grants a different set of meanings to it. In fact, the idea of BFCM has been extended as one of the major eCommerce events in Q4.

“What’s the big deal?” You may ask.

Let me tell you. It is more important than you imagine. Different estimates of BFCM revenue in the U.S. amounted between $30 to $70 billion within this cyber-week window, and more when you further include global sales. It is also the second-largest eCommerce event in terms of Q4 revenues, behind the end-of-the-year Christmas season.

BFCM is also increasingly celebrated on a global scale. As countries in Europe and Asia all hop into this festive season, the growth of BFCM is unfathomable. In 2023, BFCM also saw growth close to 5% year-over-year during the cyber-week window.

A Checklist to Maximize Your BFCM Sales

Unlike other articles out there, we distilled the best ones out of the ordinary. Here are 8 of the most important insights in BFCM for you to focus on:

#1: Plan Early As the 2024 BFCM Period is Condensed

Black Friday is celebrated on the fourth Friday of November. As for Cyber Monday, it will be the Monday following Black Friday. This means that the BFCM week falls between November 29 and December 2 this year.

The short shopping window during BFCM is commonly referred to as “Cyber 5”.

However, you should anticipate a condensed shopping window that happens during the BFCM week. In the article by Amsive, AJ Magali, the Strategic Agency Manager at Google, claimed that we “have fewer days of shopping… (and) a lot more pressure for retailers to really make it count” when it comes to making sales nationally.

With the election sentiment ending around mid-November, there are only less than two weeks before the BFCM week. Also, consider the shoulder days connected to Thanksgiving day as well (this year, it’s on the 29th of November).

The condensed period means that retailers, or eCommerce brands, should take a more sensible approach to advertising. Precise messaging that resonates with post-election sentiment, early engagement in the shopping window, and limited-time offers are some of the ways to go when it comes to maximizing BFCM sales.

It also means that you should be early. It is suggested that eCommerce brands should start their BFCM efforts as soon as early October (Technically, our message is slightly late, too…).

#2: Stand Out in the Sea of Sameness

As suggested by the name of “cyber”, eCommerce brands from different categories, such as consumer electronics and home appliances, are active in making seasonal promotions for their customers.

However, other categories, such as apparel, health & beauty, and skincare, are taking advantage of the seasonal sentiment to promote their own products.

This gives a strategic message that BFCM is not solely about the products you offer; it’s about how you market your connection to the BFCM season. This can include thematic promotions that are covered in advertising, packaging, and promotional materials to evoke a renewed sense of excitement in this shopping season.

The storytelling should also matter. Behind-the-scenes looks into your products, or mobile-native offers can also help tie your products to BFCM. Consider the connotations of the words Black Friday and Cyber Monday to your brand and promotional campaigns, a few ideas to begin with can include: (1) a celebration of consumerism; (2) gratitude and giving; and (3) digital, mobile-native shopping experiences.

#3: Optimize Your Multi-channel Presence

On the other hand, social media and mobile advertising have become increasingly significant channels for promotions. Consider the following areas:

• Pre and post-BFCM communication: Consider a seamless promotion experience from ads, email, website, or social media campaigns. After the sales period, you can consider sending thank-you emails to customers and requesting feedback. The key lies in sentiment building and coordinated messaging on the get-go.
• Leverage social media: Consider your own product mix and how social media can be used to promote it. For technology products, you can consider platforms like Instagram, Facebook, and YouTube to promote your products, while building hype and credibility for your brand. Also, creating countdowns and teasers can help to emotionally engage and build excitement for BFCM sales.

The budgeting factor means that such multi-channel investments should be built in a strategic manner. For your business, you can determine which channels have historically performed well for your brand and tailor your campaigns accordingly. For example, if Instagram or Pinterest is your best game, consider high-quality multimedia and gift guides to drive emotional impact and engage your audience.

Think about your key touch-points as well. A well-planned social media calendar will help you thrive during BFCM by outlining your posting schedule and ensuring consistent communication across all channels in a timely manner.

#4: Your Mobile Experience Matter

As consumers become more mobile-savvy, there can be a lot to do during the BFCM week. For the BFCM week, online sales accounted for more than 30% of U.S. total spending, and online channels such as paid search advertising and mobile promotions are also responsible for greater awareness of the BFCM promotions.

As the “cyber” component has been included in BFCM, the date has been increasingly linked to the sale of different products via the website and mobile channels.

Besides, there are also different categories of shoppers to go by. While 45% of those early-bird shoppers are researching their Cyber Week shopping for more than a week, there are also a whopping 26% that are spontaneous in holiday shopping. This trend is expected to be greater this year due to the post-election sentiments.

Consider making your mobile experience seamless from the moment they view product offers to the checkout process. A user-friendly design featuring fast loading times and easier navigation is key. Besides, email marketing campaigns or targeted ads can help promote your BFCM offers in a personalized manner.

#5: Review Contents, Descriptions and Designs

Take some time to review your website content and design to reflect BFCM themes. You may need to look into descriptions, homepage banners, and other promotional graphics that may need an update. Having everything ready early, then you can cruise along for massive BFCM sales.

For example, vibrant colors and festive imagery can be used. Front-page countdowns and CTAs are key to instilling urgency and excitement to the plate, encouraging visitors to explore further in your website and promotional offers.

If applicable, blog posts such as gift guides and holiday shopping tips are effective. They are proven methods to drive greater traffic and position your brand as a helpful resource during the shopping season. Revising product bundles and mixes for the BFCM season can also be useful to show extra effort.

#6: Cautious, Deliberate Purchase is Expected

Another theme from the article from Amsive is the notion that the high interest rates are mainly responsible for additional financial stress and greater credit use during holiday shopping in 2024. An inferred idea is that consumers are looking for value and affordability, and cautious, deliberate purchasing behaviors are expected.

For U.S. citizens, further attention can be placed towards the upcoming election, which occurs in early November. It means that people’s attention will be diverted. While some may be looking for great holiday shopping offers, others may be looking in the media about whoever is going to be the next president for the election.

As quoted from the words of Inna Zeyger, the Vice President of Digital Media at Amsive, “it just means that you have to be mindful about the vertical you are in”. While people are less likely to make big purchases ahead of the election, it is the types of purchases that matter, as people would want to wait before the election decision comes out and then begin making those “lofty purchases“ again.

Globally, eCommerce activity should be less affected by election dynamics and requires a vastly different approach when it comes to appealing to overseas consumers.

#7: Opportunity to Build Customer Loyalty

“Finding the best deals during BFCM may seem exciting, however, I want to feel valued as a customer too.”

This probably covers the desire that many BFCM shoppers are having in mind. They want the exclusivity and personalization that can be extended to them.

To build customer loyalty, paying attention to customer needs is key. To achieve this, one of the best ways is clear-cut exclusive, early-access offers to loyal customers, allowing them to have early shopping before the public. Integrating BFCM offers into your existing loyalty program can be another way to go, such as having a BFCM points multiplier in place.

Also, BFCM is the time to showcase excellent customer service. Keeping a consistent live chat and follow-up can be key to an excellent post-purchase, including a great follow-up for return purchases or limited-time offers for those who recently browsed the websites. The final thing is real-time logistics, which we will address in the next point.

#8: Get Your Logistics Ready for the Sprint

Similar to any other holiday season, spikes in product sales are expected. In BFCM, this is the same as potential issues such as stock-outs or delivery exceptions can be more common than other parts of the year.

Ask yourself, based on past experience in holiday seasons: What are the most popular products and categories? How can bundled offers work to clear up unsold products? Given the spikes in sales, am I already prepared for the extra work, such as having effective order tracking in place or customer support to handle order inquiries?

In BFCM, rushed purchases can be common. It means that you should be prepared for returns and delivery exceptions, despite you absolutely hate them.

It means managing your order tracking is key.

With TrackingMore, you can drive extra visibility in your logistics process, and help you alleviate the hassle that is expected in holiday seasons such as BFCM. Connected to 1,200+ carriers and major global marketplaces such as Shopify and Amazon, we are committed to leveling up your BFCM sales.

Demand spikes were a key reason that customers turned to us for help, including during the pandemic times, when much of the eCommerce boom was realized.

Besides, BOGOS, a discount and free gift Shopify App, is offering a special BFCM discount to all users of TrackingMore. By clicking on this link, you can enjoy an exclusive 20% OFF for the first three months, on All Plans.

Stay tuned. We have some inside intel that TrackingMore is preparing for something exciting for its customers during the BFCM season, perhaps a seasonal discount?

Fun Fact: Explore The Origins of BFCM

Have you wondered how the term BFCM arises? All in all, it is not out of nowhere.

Black Friday has a long history, originating in the late 19th century to describe the financial crisis caused by the collapse of the U.S. gold market. The early 1960s represented a positive sentiment shift of the “Black Friday” term, as this was increasingly associated with the heavy pedestrian and chaotic traffic that would occur on the day after Thanksgiving, marking the start of holiday shopping.

As time moved on, retailers and eCommerce brands are rebranding the term as a day for extra sales and promotions. Interestingly, the word “black” in Black Friday was also inspired by the financial markets, as it can be interpreted as businesses moving from the red (loss) to the black (profit), marking a profitable day.

Cyber Monday emerged in the early 2000s and was intended early as a marketing strategy to promote online shopping during the holiday season.

While BFCM is the most common in the U.S., it is also increasingly celebrated in Europe and on a global scale. The major global eCommerce platforms, such as Shopify, Amazon, Shopee, and Lazada, all participate in various degrees of the festive season, featuring promotional discounts and bundled offers.

Final Words

Reviewing the statistics and continued discussions, we establish the notion that BFCM is going to be an increasing “big deal” for businesses worldwide.

By following this comprehensive checklist, you should be able to easily navigate the complexity of BFCM effectively and make the most of this exciting shopping season. By effective planning and a keen understanding of customer trends and behavior, you should be able to reap the benefits of a well-executed BFCM strategy.

TrackingMore is aware of this growing phenomenon. Our tracking solution helps you alleviate the hassle faced in the holiday season, including that presented by BFCM. With us as your trusted partner, you can re-focus on the marketing and promotional aspects, while leaving the logistics work to us.

If you are interested in learning more, feel free to reach out to us for a demo or free trial. Or wait for a bit more until BFCM, where we have something exciting to show up for you.