Essential Early Planning for a Blockbuster Black Friday-Cyber Monday [BFCM 2024 Marketing]

Philip Manzano -

As the summer sun still blazes, it might seem premature to start thinking about your Black Friday and Cyber Monday (BFCM) strategy. However, early planning is essential for eCommerce merchants to ensure a successful holiday sales season. Given the fiercely competitive nature of BFCM, getting a jump start on your BFCM marketing strategy now can set you up for a spectacular win!

Why Early Planning is So Essential

The BFCM period is one of the most lucrative times of the year for eCommerce businesses, and this year, research suggests that there can be a potential of $30+ billion in sales generated by BFCM eCommerce sales. The competition is fierce, with countless brands vying for consumer attention and dollars. Early planning allows you to:

  • Organize your campaign effectively to maximize returns on spending
  • Brainstorm creative and innovative ideas that help you stand out
  • Form strategic partnerships to reach new audiences
  • Secure necessary resources and inventory

Starting your BFCM preparations in the summer gives you ample time to test various strategies, refine your approach, and ensure everything runs smoothly when the holiday season arrives.

To craft a successful BFCM campaign, it's crucial to understand the current market trends and consumer behaviors. Here are some key statistics to guide your strategy:

Gen Z and TikTok: 43% of Gen Z audiences start their online product searches on TikTok.

Gen Z is a rapidly growing consumer segment, and their shopping behaviors are heavily influenced by social media, especially TikTok. To capture this audience, consider leveraging TikTok for your BFCM campaigns. Create engaging, authentic, and trend-driven content that resonates with Gen Z's preferences. Utilize influencers and user-generated content to boost credibility and reach.

Want to go deeper? Read AfterShip's in-depth guide to optimizing your BFCM campaigns, The BFCM Customer Journey - Part 1: From Engagement to Purchase

The Power of Sales and Promotions

Sales and promotions are the driving force behind BFCM shopping. Consumers are on the lookout for the best deals, and a compelling promotion can significantly boost your sales.

Driven by Deals: In 2023, 55% of Thanksgiving weekend purchases were specifically driven by sales and promotions.

Plan exclusive deals, flash sales, and bundle offers to capture consumer interest. Create a sense of urgency with limited-time promotions and countdown timers. Personalize your promotions based on customer preferences and purchase history to increase relevance and conversion rates.

Early Holiday Sales

Many shoppers start their holiday shopping well before Thanksgiving, taking advantage of early sales and promotions.

Early Birds: In 2023, over 50% of shoppers took advantage of early holiday sales and promotions.

Launching early sales can help you tap into this eager audience. Promote early-bird deals through email campaigns, social media, and your website. Consider offering special incentives for early shoppers, such as additional discounts, free shipping, or exclusive access to new products.

Timing Your Campaigns

Timing is critical in BFCM campaigns. Understanding when consumers are most likely to shop can help optimize your promotional efforts.

Pre-Thanksgiving Rush: Last year, about one-third (35%) shopped specifically in the week before Thanksgiving.

Focus on building momentum in the weeks leading up to Thanksgiving. Plan a phased campaign that gradually builds excitement and anticipation. Use teasers, sneak peeks, and pre-sale events to engage your audience and keep your brand top-of-mind.

Consumer Behavior Insights

Consumer behavior during the BFCM period can provide valuable insights for your campaign strategy.

Holiday Shopping Kickoff: By Thanksgiving weekend in 2023, 85% of consumers had started holiday shopping and were about halfway done.

This underscores the importance of being ready well before Thanksgiving. Ensure your website is optimized for high traffic, mobile-friendly, and easy to navigate. Streamline the checkout process to minimize cart abandonment. Provide excellent customer service to handle inquiries and issues promptly.

Practical Steps to Prepare for BFCM 2024

  1. Analyze Last Year’s Performance: Review your previous BFCM campaigns to identify what worked and what didn’t. Analyze sales data, customer feedback, and website analytics to gain insights.
  2. Set Clear Goals: Define your objectives for BFCM 2024. Whether it's increasing sales, acquiring new customers, or boosting brand awareness, having clear goals will guide your strategy.
  3. Plan Your Promotions: Map out your promotional calendar, including key dates and types of deals. Balance your promotions to maintain consistent engagement without overwhelming your customers.
  4. Optimize Your Website: Ensure your website can handle increased traffic and transactions — test for speed, functionality, and mobile responsiveness. Simplify navigation and enhance the user experience.
  5. Leverage Multi-Channel Marketing: Reach your audience using a mix of email, social media, search engine marketing, and influencer collaborations. Consistency across channels will reinforce your message and drive engagement.
  6. Prepare Your Inventory: Stock up on popular products and ensure sufficient inventory to meet demand. For high-demand items, consider offering pre-orders or back-in-stock notifications.
  7. Train Your Team: Equip your customer service and fulfillment teams to handle the increased workload. Provide training on handling customer inquiries, managing orders, and resolving issues efficiently.
  8. Monitor and Adapt: Keep a close eye on your campaign performance and be ready to adapt. Use real-time data to make informed decisions and pivot your strategy as needed.

Enhancing BFCM Campaigns: A Comprehensive Guide to Elevating Customer Engagement and Sales

To help you explore strategies for enhancing your BFCM 2024 marketing, we've partnered with eCommerce experts to create The BFCM Customer Journey Part 1: From Engagement to Purchase. This free download provides in-depth coverage on successfully navigating the complexities of the holiday sales season, focusing on every touchpoint from discovery to checkout. 

In Part 1, you'll learn:

  • Advanced Strategies: Learn how to optimize every aspect of the customer journey for BFCM success with advice from experts from TikTok Shop, Stamped, and Trellis.
  • Customer Journeys: Master the art of delivering consistent and seamless experiences across all customer touchpoints with an omnichannel approach.
  • Unified Commerce: Ensure that all customer touchpoints, sales channels, and internal systems work seamlessly to create a unified shopping experience.
  • Efficiency & Convenience: Discover techniques to streamline customer interactions, making their journey frictionless and enjoyable.
  • Real-Life Example – Emma’s Journey: Explore a detailed case study following Emma, a Black Friday shopper, to understand how strategic planning enhances the shopping experience.

You can access it here.

Get Started with Your BFCM Campaign Today

Starting your BFCM 2024 campaign planning today is crucial for staying ahead of the competition and maximizing your holiday sales. You can capture consumer interest and drive significant revenue by understanding market trends, crafting compelling promotions, and strategically timing your campaigns. Don't wait until the last minute—begin preparing to make BFCM 2024 your best holiday season yet!