BFCM Strategy 2025: Complete Guide for Shopify

Black Friday and Cyber Monday (November 28-December 1) make up one of the most competitive weekends in e-commerce. Last year, according to Shopify:

• BFCM shoppers spent $11.5 billion across Shopify stores
• Shopify sales worth $4.6 million per minute were recorded
• More than 67,000 merchants made their highest-selling day ever on Shopify during Black Friday/Cyber Monday weekend.

For Shopify merchants, it’s both a revenue peak and a stress test.

In the weeks leading up to BFCM, ad costs climb and inboxes overflow. Customers delay purchases in anticipation of heavy discounts. But it is also a golden opportunity to convert deal-seekers into long-term customers.

To help you navigate the noise, we have built the ultimate BFCM guide for 2025. Through this BFCM playbook, you get:

• BFCM Calendars
• Pre-BFCM Checklist
• BFCM anticipation strategies
• 15 BFCM Offers + marketing copy templates and examples
• Post-Black Friday Guide

….and more! So dive in, because time is ticking.

BFCM 90-Day Omnichannel Marketing Calendar

With three months to go, lock your BFCM calendar now to maximize sales and avoid last-minute chaos. Build not just a timeline, but an omnichannel strategy that maps which channel leads at each stage.

Steal this calendar, and use this list of best Shopify apps for BFCM to execute it:

September 2025: 3 Months To Go

October 2025: 2 Months To Go

November 2025: 1 Month To Go

BFCM 30-Day Omnichannel Marketing Calendar

Here’s what you need to do if you have only 30 days (late October/early November) to prepare for BFCM:

Ben Zettler, founder of Zettler Digital, has a last-minute to-do list to keep you on track:

✅ Assess what’s worked in prior years, figure out what didn’t work and how you can avoid that, and identify net new ideas you can bring to the table

✅ Build messaging with a hard delivery date by your team for email marketing copy and creatives, ads, social posts, and other communication

✅ Cycle through approvals internally

✅ Have everything scheduled at least two weeks before launch

Bookmark these calendars now, because trust us, you will need them as BFCM gets closer!

Pre-BFCM Preparation Toolkit

The weeks leading up to Black Friday are all about laying the groundwork. Think of it as setting the stage so your big promotions actually convert.

Step 1: List Hygiene

Cutting dead weight is a part of growing your email list. If subscribers haven’t opened in 6 months or more, purge them. With PushOwl, you can quickly identify inactive subscribers and remove them before the Black Friday rush.

Once you have removed inactive subscribers, it’s time to rebuild the customer list with relevant contacts.

Step 2: Attract Customers Using Lead Magnets

The weeks leading up to Black Friday are your list-building Olympics. If you wait till sale day, you are competing against 10,000 other emails screaming “40% OFF.” With lead magnets, you build a warmed-up audience who’s already expecting your drop.

High-performing lead magnets across industries:

• Beauty and fashion: Holiday glow/style guide, skin type/sizing guide
• Food and home: Festive Hosting/Cozy Living tips, recipes/decor checklists

Here is an example by Glow Recipe, a skincare brand:

The headline presents instant payoff in the form of personalization and speedy results; two things that skincare shoppers crave. The marketing copy identified a major customer pain, i.e., finding the right skincare routine. By validating the frustration of finding one and presenting the quiz link beneath that, the brand is providing a solution. And of course, the soft incentive of 10% sweetens the deal.

The quiz doesn’t take more than 2 minutes to complete. After the final quiz question, the brand asks the customer for their contact details.

The customer is not parting with their contact details for nothing; they receive their quiz results by email, along with the discount. The tailored incentive makes this an excellent lead magnet.

Step 3: Create Customer Segments

You cannot talk to a VIP shopper the same way you would to someone who ghosted your last 10 emails. Without segments, you will be sending mass emails, which is the same as shouting into the void. Segments to prioritize include:

• VIPs/Big spenders
• Discount hunters
• Cart abandoners
• Browse abandoners
• Dormant subscribers
• First-time buyers

If you do not segment, your cart abandoners will not receive final nudges, and your one-time buyers will not see the incentive to return.

Step 4: Warmup for Re-Engagement

Run reactivation automations across marketing channels to warm up your customer list before BFCM.

The following scripts can help:

• We have missed you and your cart!
• Here is 15% off to come back before the Black Friday madness begins
• Tap to claim your “welcome back” coupon before it is gone

Step 5: Website Readiness

Black Friday/Cyber Monday traffic will break fragile sites. Test load speed, checkout automations, and mobile UX now. Add express pay options, buy now pay later alternatives, and delete outdated Black Friday resources/other pages.

Step 6: Inventory Planning

Forecast demand and flag low-stock products. Back-in-stock push alerts and low-stock warnings create urgency and move slow inventory. Do not add fake “low-stock” banners; they backfire.

Step 7: Automation Testing

Your automations are your safety net. Audit abandoned cart, browse abandonment, and welcome automations. Stress-test with BFCM creatives and ensure fallback offers are in place if products sell out.

Set up and test discount codes. An abandoned cart email without a working discount code is an abandoned sale.

Step 8: Set Goals Based on Data

Look at last year’s metrics and numbers. Open rates, CTRs, revenue per channel. If this is your first Black Friday sale, research industry-specific benchmarks or conduct test sales to gather minimal threshold data.

Step 9: Plan Your Omnichannel Automations

BFCM is not about blasting the same message everywhere. It is about intent + the right channel. Here is the mini framework:

• Discovery: Use email for storytelling (gift guides, product education), push for teasers, and Black Friday ads to increase reach.
• Consideration: Push + SMS shine here. Send wishlist nudges, low-stock alerts, or a “VIP early access” text.
• Conversion: Push drives urgency (“Last chance”), SMS seals the deal (“Your code expires tonight”), emails support with details (bundle pricing, shipping info).
• Post-purchase: Use email to upsell/cross-sell, push for “track your order” updates, and SMS for quick confirmations.

Build Anticipation With Pre-Black Friday Cyber Monday Offers

BFCM hype does not start on November 28. The way you build curiosity weeks ahead of time matters. Miss these steps, and your “biggest sale of the year” turns into customer complaints and abandoned carts:

Wishlist Drops

Let shoppers save products ahead of time. Follow up with push notifications or SMS nudges when items go live or stock levels run low.

Coming Soon Teasers

Share previews across email, push notifications, and social media. Use blurred product shots, silhouettes, or countdown timers to spark curiosity. You can use subject line/headline copy like:

• Skincare: Glow season starts early
• Apparel: Your cart’s future favorites are dropping in 3, 2, 1…
• Food: Prep less, host more. Cooking shortcuts drop soon
• Home Decor: Cozy is about to get cozier. Launching next week
• Makeup: Black Friday glow > Summer glow
• Baby clothing: Tiny fits, tiny prices (coming soon)

For your BFCM emails at every stage, ensure your subject lines are not too long. Here is a helpful guide based on our analysis of subject line lengths:

Lengthy subject lines often get truncated in the email preview and lose their impact.

Gift Guides

You can also do gift guides based on persona. Different shoppers need different nudges. For instance: “For the techie,” “For the wellness junkie,” “For the last-minute gifter.” Guides speed up decisions and put the spotlight on products you want to move.

Using AI during Black Friday and Cyber Monday

And we don't mean just using it for generating subject lines and other copy-related elements for your emails and push messages.

Want to reduce the headache of crafting marketing copy for each BFCM message?

PushOwl’s AI-Email writing tool will save you hours

Sure, almost half of the marketing teams surveyed use AI to brainstorm content ideas.

But there are some other underrated use-cases as well:

AI Agents

AI agents can auto-handle customer FAQs, order status updates, and even triage support tickets, thus freeing up your team for higher-value work during the holiday rush.

For example, it is 2 AM on Black Friday and a customer asks, “Will my order arrive before Christmas?” The AI agent instantly pulls shipping timelines and replies. No wait time, no clogging up your support inbox while your team sleeps.

AI Shopping Assistants

Your customers are overwhelmed. An AI assistant inside your store can act like a personal shopper who recommends products, bundles deals, and guides them through checkout.

Less friction = more carts converted.

For instance, it is 10 PM on Black Friday. Alex, a returning shopper who bought running shoes last year, is browsing your site. The AI pops up: “Hey Alex, your favorite sneakers are back + a 20% bundle on matching socks if you grab them in the next 30 minutes!” Personalization and urgency are the key ingredients for a successful conversion.

Optimize Send Times

AI learns when your audience actually clicks and makes a purchase, then delivers messages at the exact right moment. That’s how you avoid inbox purgatory.

With PushOwl’s Smart Send, you don’t need to guess. The AI analyzes each customer’s behavior (such as when they opened their last 10 emails or clicked on past promotions) and optimizes your campaigns for when they are most likely to make a purchase.

Instead of blasting everyone at 10 AM, your Black Friday messages roll out throughout the day. Each shopper gets the nudge exactly when they are most likely to act.

Other than the above, PushOwl’s AI tools can also help with:

• Generating opt-in forms
• Creating and scheduling campaigns

15 Offers for Your Black Friday Cyber Monday Campaign

Before we go into offers, here’s some helpful advice by Stefan Chiriacescu, CEO of eCommerce Today Agency:

“Honestly, you don't even need to have the best possible deals on your website or break the bank and sell at a loss.” So what’s more important? You need to have Black Friday appear on your website so that visitors can see that you are celebrating Black Friday; otherwise, they will go somewhere Black Friday is being respected.”

So once you have staked your claim in the Black Friday conversation, the next question is: what exactly do you put on the table? The smartest brands mix and match different types of offers that spark urgency and create exclusivity, all while maintaining healthy margins.

Flash Sales/Limited-Time Promotions

What is it: Short (2 to 24 hours) discounts built on urgency

Why it works: The email highlights the markdown on specific products rather than just announcing the broader offer. And of course, the limited nature of this deal sparks FOMO.

Plug and play marketing copy swipe file:

• Email subject lines (Morning): 
  
  • 40% off till lunch. Blink and it’s gone!
  • Ready, set, Black Friday checkout! (8 hours only)
  • Your coffee’s hot. So are these deals for the next 6 hours
• Push messages (Afternoon):
  
  • 2 hours left. Your cart expires with the sale.
  • Don’t sleep, your Black Friday cart won’t wait.
  • [Hydration/Costume/Fitness] goals unlocked. Sales end at midnight.
• SMS alerts (Evening):
  
  • Final call: Your Black Friday lightning deal is about to disappear (with the link)
  • 60 minutes to go. Bestsellers are already running low. What are you waiting for?
  • You are about to miss this special Black Friday sale.

Daily Deals

What is it: One deal per day across BFCM week. Keep shoppers coming back for a different reason each day. Here’s how Presscription Juices announced its week-long daily deal offer for Black Friday:

Why it works: The word play in the headline  (“Juicy Sales”) immediately reels you in. However, what really works is that they encourage customers to act immediately by adding items to their cart, rather than just informing them to look out for deals every day.

Plug and play marketing copy swipe file:

• Email subject lines (Morning): 
  
  • Hint for Tomorrow’s Black Friday Deal? Stay tuned
  • Deal of the day is live: Your time starts now
• Push messages (Afternoon):
  
  • Deal#2 just unlocked - check it out
  • Tap to unlock free shipping for today’s deal
• SMS alerts (Evening):
  
  • Today’s Black Friday treat is….*drum roll*....25% off bestsellers
  • Last call. Cyber Monday deal refreshes tomorrow!

For the remaining 13 Black Friday offers, we have provided 4-5 subject line/headline options. Add phrases like “last shot, last call, final hour” or countdowns closer to the expiry of the offer when sending messages through web push or SMS.

BOGO (Buy One Get One)

‍What is it: Self-explanatory; works best for skincare, beauty, and apparel

Why it works: The playful marketing copy adds an element of forbidden bonus to the BOGO sale.

Plug and play marketing copy (subject line/headline) swipe file:

• Buy one [product], get one [product] free! Simple math = more joy
• BOGO for 24 hours: What are your picks?
• Last shot: BOGO ends in 2 hours. Grab yours!
• BOGO is back: double your cart, same spend.

Pro-tip: Pair BOGO with a gift guide campaign. Works like, “Buy one for them, keep one for yourself.”

Tiered Rewards

What is it: Discounts that increase with cart value (for instance, $50 = 10%, $100 = 20%, etc.) encourage higher AOV.

Plug and play marketing copy (subject line/headline) swipe file:

• Your Black Friday Cart: $80. Just $20 More for 20% off.
• Add 1 more item to unlock a $30 gift card.
• You miss your Level 3 reward at midnight. Do not miss it.

Gamify your tiered rewards. When customers chase the next level, you win higher AOV.

“Motivating them with spending milestones (spend more, save more) helps increase AOV despite discounts." - Stuti Kathuria, founder of Conversion UX

Product Bundles

What is it: Curated product sets sold together at a lower price (for example, skincare routine kits, outfit combinations, and accessories for electronics). reMarkable (paper tablet brand) rolled out a BFCM offer that allows customers to add an item of their choice to create a bundle when buying a specific product:

Why it works: The sleek color palette of the email matches the product. The marketing copy is impactful due to keywords like “save,” “perfect,” and “essential.” The deadline for this offer adds FOMO.

Plug and play marketing copy (subject line/headline) swipe file:

• Meet the perfect winter bundle: 3 essentials, 1 price
• Your Black Friday holiday set is waiting for you. Save 25% today.
• Make Your Own Bundle to unlock 20%

Price Match Guarantees

What is it: Promise to match competitor prices during BFCM

Plug and play marketing copy (subject line/headline) swipe file:

• Lowest price guaranteed. No stress shopping.
• We price match any Black Friday deal.
• Best price = ours. If not, we match.

Gamified Offers

‍What is it: Interactive promos that allow the user to play a game, such as a spin-the-wheel, mystery discount, or gift unlock. It becomes more about the game rather than a transaction, as you can see below in this spin-the-wheel by Plum, a skincare brand:

Plug and play marketing copy (subject line/headline) swipe file:

• Scratch and reveal your Black Friday discount?
• Pick a number and unlock your gift
• Ready to play Black Friday Bingo?

Pro-tip: Introduce the game through email with clear rules, send reminders or game hints via push notifications, and announce the award via text.

Free Gifts

What is it: Freebies when customers spend a certain amount to add an illusion of value as a bonus without deep discounts, as you can see in this Young Goose (skincare brand) email:

Why it works: The list of free gifts is appealing, and the accompanying product images help the customers identify what exactly they will be receiving. The free shipping banner on top is an added incentive.

Plug and play marketing copy (subject line/headline) swipe file:

• Free silk pouch with orders over $75
• Your gift is already waiting in your cart. Just checkout.
• This item is yours for $0 if you buy within the next 15 minutes.

Free Shipping Thresholds

What is it: Free shipping unlocked after spending a minimum amount; boosts AOV, reduces cart abandonment

Plug and play marketing copy (subject line/headline) swipe file:

• Free shipping over $60: Fill your cart ASAP!
• $15 away from free shipping. Add 1 more item
• Your ship fee has sailed this weekend. Tap for free delivery

Limited Editions

What is it: Exclusive, seasonal, or one-off products create an atmosphere of exclusivity and FOMO. This limited edition pouch by Body Shop grabbed some eyeballs during Black Friday 2023:

Why it works: The email highlights the value of the limited edition item, ensuring customers understand that they are not only gaining special access but also receiving a discount.

Plug and play marketing copy (subject line/headline) swipe file:

• Don’t miss out. Only the first 24 shoppers will get the [item]
• Tap to grab your limited edition [item]
• Psst…we picked out a must-have limited edition [item] for you.

Early Access/VIP Drops

What is it: Exclusive access to sales or products before the general public rewards loyalty (and also prevents server overloads by staggering the traffic), as you can see in this Alo Yoga early access email:

Why it works: “You have first access” feels like a reward!

Plug and play marketing copy (subject line/headline) swipe file:

• Start shopping before everyone else this Black Friday
• Hi [customer name], you are first in. The shop is open only to you and 10 others tonight.
• Black Friday came early for you. Tap for [closet/makeup/skincare] refresh.

Mystery Boxes

What is it: A bundled deal where the customers do not know what it contains till the box arrives to drive curiosity and FOMO. Great for moving mixed inventory without giving discounts on single SKUs. Intelligence Change, a brand that sells planners and journals, dropped a Mystery Box for Black Friday 2024:

Why it works: The bare box with a question mark generates curiosity. The email clearly points out how much value the customer will get (6 items). The banner at the top adds a secondary offer (a gift).

Plug and play marketing copy (subject line/headline) swipe file:

• What’s inside? Buy it to find out!
• Mystery solved at checkout only
• Final mystery drop of the season. Order now.

Celebrity/Influencer Collabs

What is it: Special brand collaborations with celebs or popular influencers to leverage the influencer’s reach, and also, since it will be a limited drop, you will generate hype-driven urgency.

Plug and play marketing copy (subject line/headline) swipe file:

• [Brand] X [Creator] Collab: Are you excited?
• [Brand] X [Creator] = The drop of the season
• [Brand] and [Creator] are coming together in 12 hours
• Limited run. Unlimited Hype. Meet [Brand] X [Creator]

Shop for a Cause

What is it: Charity tie-ins through which you pledge a % of Black Friday sales to a cause drive emotional loyalty. Gen Z prefers socially conscious brands that stand for global issues. Huckberry (a men’s clothing and accessories brand) informed its customers that they will be donating $10K for every order placed during a 24-hour period as part of their Cyber Monday deals:

Why it works: The email gives more background about the cause they want to donate to. It also identifies the quantifiable impact its customers can have ($1,400,000) by making a purchase. The “ends tonight” phrase adds the right amount of urgency.

Plug and play marketing copy (subject line/headline) swipe file:

• Your order = 15 meals donated
• You buy, we donate. Act today!
• Don’t abandon a cart that can make an impact.

Gift Cards

What is it: Offer bonus gift cards or store credits with purchases to lock in future purchases while also rewarding customers. Check out True Grit Texture Supply’s (digital texturing tool brand) Black Friday gift card deals:

Why it works: The marketing creative is extremely eye-catching. The customer can unlock different tiers of gift cards based on how much they spend, thus encouraging high AOVs.

Plug and play marketing copy (subject line/headline) swipe file:

• Buy $100, get $20 back!
• Your future self will thank you: store credit with orders over $100
• Free money? Kind of.
• Spend today, save tomorrow.
• Holiday shopping that pays you back

Remember: Do not clutter your marketing communication with dollars and “salesy” terms, as that will trigger spam filters. Instead, focus on storytelling and creating a relationship with your customers.

Post Black Friday Cyber Monday Guide

Your work doesn’t end on November 28th.

You have built an email list, generated lead magnets, sold products to new segments, and built overall momentum through your sales funnel. Squeeze more value out of them with:

Follow-up Sales

BFCM buyers are in prime purchasing mode, especially if they missed deals and are not done ticking off items in their endless shopping list.

A post-Black Friday/Cyber Monday sale is the best way to capture this segment with a sense of urgency.

“What’s customary right now is for Cyber Monday to turn into Cyber Week, so continue with a string of sales.” - Stefan Chiriacescu, CEO of eCommerce Today Agency

Here’s an example by Popflex, a fitness clothing brand.

The founder’s follow-up sale announcement reads like a personal message of gratitude:

Some subject lines you can use for your post-BFCM sales:

• Grateful for you! Let’s keep this sale going! (from the Blogilates example above)
• You missed the big weekend, but not this sale!
• Cyber Monday ended, but not for you
• Ssshhh, don’t tell anyone…we saved a deal just for you
• Everyone’s asking, so we got it back for 48 hours!

Post-Purchase Automations

For each customer who bought from you during the Black Friday + Cyber Monday sale, their purchase is the starting point for your relationship. Steal this omnichannel timeline (that mentions the five essential post-purchase Automations) to execute your post-BFCM marketing strategy:

Retention Automation for BFCM Buyers

High-volume buyers from your BFCM sale are the perfect candidates for loyalty programs. Don’t treat them like one-time discount hunters who signed up just for the festive season. And existing loyal buyers? You need to take care of them.

Steal the following Black Friday subject lines for each kind of retention Automation:

Study BFCM Data

This step is crucial for shaping your Q1 2026 retention and growth strategies.

Track the following (pre-, during, and post) BFCM marketing metrics:

• Conversation rates across different channels and segments
• Open rates and click-through rates by channel
• Unsubscribes, opt-outs, or push disable rates
• Revenue per recipient across email, SMS, and web push (or revenue per notification, i.e., RFN)
• Repeat purchase rate per customer segments (for example, new BFCM buyers vs. regular customers)

“Keep an eye out for your key metrics: add to cart rate, conversion rate, and AOV.” - Stuti Kathuria, founder of Conversion UX

Other than the above metrics, you need to be able to answer the following with the help of the numbers:

• Which strategies were responsible for the highest purchase rates?
• Which message themes resonated most with your audience? Did urgency help? Or did incentives contribute more? Perhaps good storytelling?
• Which day and time yielded the best results?

Running this analysis immediately after BFCM ensures the insights are fresh and actionable. You will know which campaigns can be templatized for Q1 2026, which audiences require fresh segmentation, and which channels deserve more (or less) budget.

With PushOwl, you won’t have to crunch the numbers. We will send you the BFCM report, which will outline the best-performing campaigns and provide a breakdown of all the relevant metrics, so you won’t dread opening it when it arrives in your inbox.

Must-Have BFCM Website UX Elements

Your offers will not matter if your site is clunky. Shoppers expect speed, clarity, and zero friction. Use this BFCM checklist to make sure your website supports conversions.

Black Friday/Cyber Monday Themed Sticky Bars

Add a sticky bar (also known as a global website banner) at the top of your site with any free shipping thresholds, sale end dates, or restock alerts. Test it across devices to confirm it doesn’t block navigation or push key content down the fold.

Here’s an example of a sticky bar on Allbirds, a shoe and apparel brand:

BFCM Countdown Timers

Place them on the homepage banner and relevant product or sales pages. Before rolling out, stress-test load speed on mobile. If a timer slows your site, it’s costing you Black Friday sales.

Check out this Black Friday countdown timer Bath and Body featured on their website last year:

Black Friday Website Pop-Ups

Tracking exit intent and triggering a pop-up allows you to catch shoppers as they move to leave. A time-limited discount (extra 10% if you buy now) can convert fence-sitters. Overusing it will negatively impact user experience and increase bounce rates. A/B test how to pace the pop-ups.

Dedicated Black Friday/Cyber Monday Sales Page

Instead of scattering promotions across your website, build a dedicated sales page that acts as the central hub for your BFCM campaigns. Here’s a vibrant landing page example from Disney:

Other than the above UX elements, check for the following UX obstacles:

• Slow website speed (use page speed tools to fix slow-loading elements)
• Heavy images (ensure your images are compressed under 30KB or in .webp form, and GIFs are in .webm format)
• Faulty video embedding (Use Vimeo or upload the video on YouTube first to embed the videos without them affecting your site speed)
• Not mobile-compatible (your website, including graphics, should be mobile-responsive)

Mistakes To Avoid Before, During, and After BFCM

We (PushOwl and Brevo) have handled Black Friday/Cyber Monday campaigns for small and mid-sized Shopify brands across numerous industries. Here’s a lowdown on what clients often got wrong before switching to PushOwl:

Pre-BFCM Mistakes

We have already talked about how the pre-BFCM stage is crucial to ensuring a successful BFCM campaign. Ensure that you don’t take the following shortcuts, which will later cost you in conversions:

• Buying lists for Black Friday: It may feel like instant access to an audience. In reality, you are paying for a hit to your sender reputation and triggering spam filters.
• Segmenting based solely on demographics: Demographic segmentation of customer lists will not provide an accurate picture of why a customer makes a purchase. Behavioral cues are a much better indicator.
• Not building anticipation: Do not show up straight at the end of November in your customers’ inboxes. Give them time to trust your brand before BFCM season.

Bonus tip: “Reduce friction in applying discount codes. It sounds simple, but you would be surprised at how many brands overlook this. Don't make your customers do any work except for putting in their credit card details.” - Joshua Chin, CEO of Chronos Agency

Mistakes Shopify Brands Make During the BFCM Phase

Watch out for these marketing blunders:

No Omnichannel Marketing Strategy

This is the most costly marketing mistake Shopify brands make in 2025.

If you use only an email provider, you are ignoring all those customers who frequently browse through more familiar and highly visible channels, such as WhatsApp and SMS. According to our research, 30% of users return to interact with a brand that sends them a push notification.

But that doesn’t mean you treat all channels the same. Use all channels in coordination with each other instead, so that they give an omnichannel experience rather than repetitive messaging.

Clunky or Generic Marketing Copy

Personalization will be the foundation of your campaigns, and our detailed marketing email examples will demonstrate how to effectively target your customers.

Another aspect of marketing copy you need to be careful about is CTA buttons and emojis. Too many CTAs confuse the reader about what action to take. And too many emojis? Looks spammy.

Avoid cluttering your marketing copy with multiple CTAs/symbols that confuse the reader. Or generic phrases that could apply to any shopper.

Overloading of Promos

Create limited, tiered offers that are spaced out during the entire Black Friday window.

“Less noise equals more attention. So stick to one offer per audience. Do not go overboard with the number of discount codes you offer to your customers. The less friction there is, the easier it is for your customers to say yes.” - Joshua Chin, CEO of Chronos Agency

Overdoing promos will also increase the chances of mismatched messaging due to the volume of campaigns you will be handling. You do not want your SMS to say 30% off when your email regarding the same sale says 20% off.

Post-BFCM Mistakes

Even during the post-BFCM stage, you cannot commit the mistakes mentioned in the previous section. But there are two more mistakes specific to the post-BFCM period that you have to steer clear of:

• Going dark after BFCM: If your customers only hear from you in November during the pre-checkout period, they are unlikely to purchase from you again. Devote effort to your post-purchase Automations.
• Ignoring retention: High BFCM acquisition means nothing if you don’t keep your buyers around with re-engagement campaigns.

Build a Winning BFCM Strategy With PushOwl

Your Black Friday campaigns have to resonate with your customers. Your BFCM campaign should be unique to your goals and target audience. With our marketing template library and automation flows, we can help you prepare. See us in action to understand how we can help you tame the BFCM giant.

Here’s one more resource for you: 160 Black Friday Email Subject Lines to Boost Your Open Rate