The Ultimate Guide to BFCM 2024: What It Is, Why It Matters, and How to Boost Sales This Holiday Season

‍Black Friday and Cyber Monday (BFCM) are fast approaching, and for businesses on platforms like Shopify, this four-day event represents a unique chance to skyrocket sales and attract new customers. But what is BFCM, and why is it so critical for e-commerce businesses? In this guide, we’ll dive into the meaning of BFCM, outline powerful marketing strategies for BFCM 2024, and share tips for maximizing results on Shopify and other e-commerce platforms.

What Does BFCM Mean?

BFCM stands for Black Friday and Cyber Monday, which have become two of the largest shopping events of the year. Black Friday, the day after Thanksgiving in the U.S., traditionally offers in-store deals, while Cyber Monday focuses on online discounts. Together, these days create a shopping frenzy that provides consumers with massive discounts.

Also, this period is a prime opportunity for retailers to boost sales, attract new customers, and reward loyal ones, and to clear stuck products from the inventory as well. BFCM is a significant event in the retail calendar, with online sales skyrocketing during this period. In 2023, online sales during Black Friday reached a record-breaking $9.8 billion, while Cyber Monday sales surged 9.6% to $12.4 billion. These figures highlight the immense potential for businesses to capitalize on the shopping frenzy and maximize their revenue.

The Origins of Black Friday

Black Friday originated in the United States in the mid-20th century. The term "Black Friday" was first used by Philadelphia police in the 1950s to describe the chaotic crowds and heavy traffic that filled the city the day after Thanksgiving, as people flocked to stores to kickstart their holiday shopping. In the 1980s, retailers redefined “Black Friday” to signify the shift from operating "in the red" (loss) to "in the black" (profit), marking the day as a pivotal point in their financial year.

Check out this ad from 1959:

The Birth of Cyber Monday

With the rise of the internet in the early 2000s, online retailers noticed a surge in e-commerce activity on the Monday following Thanksgiving. In 2005, the National Retail Federation coined the term "Cyber Monday" to capture this trend and encourage more people to shop online. It provided a convenient, digital alternative to the crowded, in-store Black Friday experience, allowing consumers to enjoy holiday deals from home. Cyber Monday quickly grew, with online sales figures setting new records year after year, solidifying its place as a key day in the retail calendar.

The Evolution to BFCM

As online shopping grew in popularity, retailers began extending Black Friday discounts throughout the weekend and into Cyber Monday, creating what we now know as BFCM (Black Friday Cyber Monday). This extended sales event now spans multiple days, blending online and in-store shopping to cater to modern consumers’ preferences. The shift also aligns with the rise of e-commerce giants like Shopify, which empowers small and large businesses alike to maximize sales through the BFCM period.

Today, BFCM has transformed into a global phenomenon, with countries around the world participating in these high-discount shopping days. As brands continue to innovate with personalized marketing, loyalty programs, and online-exclusive deals, BFCM remains a cornerstone of both retail and e-commerce strategy.

Just look at the sheer amount of people trying to get into this store during Black Friday:

Why is BFCM Important in E-commerce During the Holiday Shopping Season?

For direct-to-consumer (D2C) brands, especially those using Shopify and similar platforms, the holiday shopping season, including BFCM, is a prime opportunity for growth and customer acquisition. Here’s why BFCM matters:

1. Sales Surge: With online shopping booming, BFCM brings in a significant percentage of annual sales. In 2023, Shopify merchants saw a 24% increase in BFCM sales, with $21.8 billion generated globally.

1. Customer Acquisition: BFCM promotions attract new shoppers through exclusive deals and referral programs.
2. Inventory Management: BFCM allows businesses to clear out seasonal or overstocked items, creating space for new products in the new year.
3. Brand Loyalty: Loyal customers are more engaged and often spend more. BFCM is an ideal time to strengthen loyalty programs by offering exclusive member deals.

When is BFCM 2024?

BFCM is observed annually on the Friday right after Thanksgiving to the following Monday in the United States. This year, Black Friday will be on November 29, and Cyber Monday on December 2.

How to Prepare for BFCM 2024 to Maximize Sales

With BFCM kicking off on November 29 (Black Friday) and December 2 (Cyber Monday), having a strong marketing strategy is crucial. Here are key steps to prepare your Shopify store for success.

1. Start Planning in Advance

Begin planning your marketing campaigns for BFCM at least two to three months ahead. Reviewing last year’s campaign data can provide valuable insights into what worked and what didn’t, enabling you to refine your approach.

• Set Clear Goals: Define what you want to achieve, such as sales volume, customer acquisition, or inventory clearance.
• Plan Support for the Holiday Shopping Season: Ensure customer service teams are ready to handle higher traffic, queries, and potential issues.

2. Grow Your Audience Early

Building a larger audience before BFCM helps maximize sales potential. Consider using pop-ups on your website, social media ads, and influencer partnerships to increase email and SMS sign-ups.

3. Inventory Management

Effective inventory management is crucial for a successful BFCM campaign. Here are some additional tips to help you manage your inventory efficiently:

• Conduct Thorough Inventory Forecasting: Analyze your past sales data and industry trends to predict demand for your products during BFCM. This will help you make informed decisions about how much stock to order.
• Maintain Adequate Inventory Levels: Ensure you have enough stock to meet demand, but avoid overstocking to minimize waste and reduce storage costs. Striking the right balance is key to maximizing sales without incurring unnecessary expenses.
• Implement a Just-in-Time (JIT) Inventory System: Order and receive inventory just in time to meet demand, reducing storage costs and minimizing the risk of stockouts. This approach can help you stay agile and responsive to market needs.
• Use Inventory Management Software: Utilize software to track inventory levels, monitor stock movements, and automate inventory management tasks. This can streamline your operations and ensure you have real-time visibility into your stock levels.

BFCM Marketing Strategies for 2024

Implementing a variety of targeted strategies can enhance your BFCM campaign, increase engagement with both new and loyal customers, and capitalize on the significant growth of online sales during Black Friday and Cyber Monday.

1. Tailor Offers for Loyal Customers

Loyal customers often drive the highest conversion rates. Use your loyalty program to give members exclusive discounts, early access, or significant discounts, or double loyalty points. Case studies show that VIP offers and rewards can make loyal customers feel valued, leading to repeat purchases during BFCM.

2. Use Referral and Affiliate Marketing Campaigns to Drive New Customers to your Online Store

Encourage existing customers to refer friends with dedicated referral programs. Platforms like Friendbuy streamline the referral process, allowing you to offer rewards for successful referrals, run contests, and use tiered incentives to expand your reach.

3. Simplify the Buying Process

A streamlined checkout experience in your online store is crucial during BFCM to reduce cart abandonment and increase conversions. Consider implementing:

• One-click checkout options for returning customers.
• Guest checkout to minimize friction for new customers.
• Progress indicators to guide users through checkout steps.

4. Leverage Personalization

Research shows that personalization can increase revenue by 10-30%. Customize offers based on browsing and purchasing behavior, segment your email and SMS lists, and use personalized retargeting ads to bring back potential buyers who viewed specific products.

5. Craft Unique Offers Beyond Discounts

Standing out during BFCM can be challenging for online stores, so think beyond traditional discounts:

• Bundling products or offering free gifts can encourage larger purchases.
• Limited-edition items create urgency and exclusivity.
• Extended return periods can ease purchase anxiety.

6. Category-Specific Discounts

Offering category-specific discounts is an effective way to drive sales and attract customers during BFCM. By focusing on specific product categories, businesses can create targeted promotions that appeal directly to their audience. For instance, a clothing store could offer significant discounts on winter coats, enticing shoppers looking to update their seasonal wardrobe. Similarly, an electronics store might provide deals on gaming consoles, drawing in tech enthusiasts eager for the latest gadgets. These targeted promotions not only help in maximizing sales but also in managing inventory more efficiently by moving specific product lines.

7. Special Offers and Bundles

Creating special offers and bundles is another powerful strategy to drive sales and attract customers during BFCM. By offering exclusive deals and bundles, businesses can create a sense of urgency and encourage customers to make a purchase. For example, a business could offer a bundle deal on a popular product, such as a smartphone with accessories, or create a limited-time offer on a specific category of products, like a buy-one-get-one-free deal on skincare items. These special offers and bundles can help businesses win massive BFCM discounts and attract more sales, making the most of the heightened consumer interest during this period.

BFCM Email Marketing Strategies

Email marketing remains a high-impact channel for BFCM. Here are some actionable email strategies to incorporate in 2024:

• Segment Your Audience: Utilizing different customer segments during Black Friday and Cyber Monday (BFCM) allows you to deliver tailored offers that resonate with each group, boosting engagement and conversions. Start by targeting customers based on purchase history—reward loyal shoppers with exclusive deals, while offering returning discounts to lapsed customers. Leverage engagement levels by giving active subscribers time-sensitive deals, while re-engaging inactive ones with teaser offers. Use browsing behavior insights to send exclusive discounts on recently viewed products or remind cart abandoners of items left behind. For further targeting, demographics and location data help personalize offers, ensuring relevance across different regions and age groups. Lastly, segment by customer interests by focusing deals on preferred product categories or abandoned wish lists.
• Exclusive Access: Reward email subscribers, especially if they are repeat customers, with early access to sales or unique deals to build excitement. Emphasize that this allows them to shop the best deals without the crowds, making the offer feel like a true reward for their loyalty. Limit the early access period, creating a sense of urgency. Mentioning phrases like “24-Hour Early Access” or adding a countdown timer to the email can prompt immediate action. Offering helpful content, like holiday gift guides or styling tips, can make the email more engaging and useful, keeping subscribers connected to your brand.

• Cart Abandonment Emails: Follow up with customers who left items in their carts. Offering a small additional discount can help nudge them to complete their purchase. Emphasize that BFCM deals are available for a short period. Phrases like “Don’t miss out!” or “Only a few hours left!” can help prompt action. If inventory is low, mention it in the email to create a “fear of missing out” (FOMO) effect. For example, “Only a few items left in stock!”

• Countdown Timers: Including a timer in your emails creates urgency, reminding customers that time is running out on great deals.

Shopify-Specific BFCM Tips

Using Shopify's features effectively can help maximize your BFCM performance:

1. Optimize Your Mobile Customer Experience: Mobile shopping has become the norm, with 75.7% of BFCM 2023 sales happening on mobile devices. Start by checking page load speeds on mobile to ensure quick access; slow pages can cause shoppers to abandon. Test the entire user journey, from homepage to checkout, verifying that navigation is intuitive, buttons are easy to tap, and key features like search and filters work seamlessly on smaller screens. Ensure the checkout process is simple, with autofill enabled for forms and multiple payment options available, including mobile wallets. Lastly, preview emails and push notifications on mobile devices to confirm they’re visually appealing and functional on various screen sizes. Ensure your Shopify store has a flawless mobile experience that keeps shoppers engaged and boosts conversions during the BFCM rush.
2. Use Shopify Apps for Campaign Management: Shopify’s app marketplace offers tools for email automation, inventory management, and personalized marketing. Popular apps include Privy or Optimonk for pop-ups and email captures, PushOwl for web push notifications, and Klaviyo for advanced email and SMS automation, and Rapid Search for helping searchers find products effortlessly with AI.
3. Test and Optimize Your Site: Start by conducting load tests to ensure your site can handle high traffic volumes without slowing down or crashing. Optimize page load speeds by compressing images, minimizing code, and using a content delivery network (CDN) for faster loading across regions. Test your checkout process end-to-end to eliminate potential friction points, like payment errors or slow-loading cart pages. Streamline navigation to help customers easily find deals, and make sure your mobile experience is seamless, as many shoppers will browse on phones. Finally, monitor site performance closely during the event to quickly address any issues and keep online shoppers engaged.
4. Leverage Data Insights: Shopify’s analytics offer real-time insights into traffic sources, sales patterns, and customer behavior, enabling you to adjust your marketing strategy throughout the weekend.

Key Metrics to Track BFCM Success

Beyond sales numbers, tracking metrics can help you gauge the effectiveness of your BFCM marketing strategy:

• Customer Acquisition Cost (CAC): How much are you spending to attract new customers during Black Friday Cyber Monday? A dedicated referral campaign can help reduce CAC.
• Average Order Value (AOV): Encouraging bundling or tiered discounts can raise your AOV, boosting overall revenue.
• Conversion Rate: Measure how effectively your promotions are converting traffic into sales. A/B testing can optimize the performance of different offers.
• Customer Lifetime Value (CLV): BFCM provides an opportunity to build long-term customer relationships. Post-BFCM follow-up campaigns can retain these new customers.

Good examples of properly executed previous BFCM Campaigns

1. Roborock: Roborock’s Black Friday and Cyber Monday Facebook campaigns focus on simplicity and effectiveness, utilizing key elements like scarcity, massive discounts, and their signature branded colors. These ads highlight limited-time offers with bold visuals, ensuring that the product and Roborock logo are front and center. By emphasizing the product’s smart features and the urgency of the sale, the campaigns drive engagement and conversion without overcomplicating the design.
2. Beyond discounts, Roborock leverages customer testimonials and user-generated content to add authenticity, often incorporating reviews or influencer collaborations. This strategy boosts credibility and reinforces the sense of urgency. The result is a clean, focused ad that capitalizes on scarcity and brand recognition to capture attention and drive sales during the competitive BFCM season.

1. 22 Days Nutrition: Everyone loves a good deal, and 22 Days Nutrition took it up a notch by gamifying Black Friday. The popular supplement brand gave each subscriber a unique discount code that revealed a random discount from 20% to 50%.

1. Belleroy: This is a great example on how to run an exclusive campaign just for your email subscribers. Rather than waiting until the official sales dates, Bellroy often starts early, creating a unique sense of urgency and exclusivity for email subscribers who get first access. By engaging subscribers with early announcements, "sneak peek" emails, and sometimes even mystery discounts, they manage to generate early traffic and excitement ahead of the sales rush. This tactic isn’t just to build interest but also to allow Bellroy to segment and prioritize loyal subscribers who are more likely to engage during the main BFCM period.

1. Well, this is not something I would necessairily call a properly executed BFCM campaign, but still, it's very original. Cards Against Humanity breaks the Black Friday mold. The card company uses the shopping holiday to highlight its values and critique consumerism.
2. Rather than offering discounts, it raised its prices, but this isn’t the first time the brand has flipped Black Friday norms:

Additional Tips for Increasing Online Sales with Black Friday Cyber Monday marketing strategies

To maximize the black friday cyber monday sales and revenue in your online stores consider the following additional tips:

1. Utilize Social Media

For Black Friday and Cyber Monday, leveraging social media can be particularly powerful for Shopify stores to drive traffic, build engagement, and increase sales. Here’s how to make the most of it:

1. Showcase Deals on Social Media Platforms: Use Shopify’s integrations with Facebook, Instagram, and TikTok to seamlessly connect your store’s catalog with your social media accounts. Create eye-catching posts, stories, and reels that highlight your BFCM deals, showcasing products with clear call-to-action buttons that link directly to product pages on your Shopify store. Consider a countdown on Instagram or Facebook Stories to build anticipation, reminding followers that deals are limited-time only.
2. Engage and Respond to Followers: BFCM brings in higher-than-usual engagement, so actively respond to comments and DMs to keep potential customers engaged. Shopify’s integrations allow you to easily manage customer interactions in one place, keeping responses timely. Use interactive elements like polls and Q&As in Stories to engage with your audience and answer any questions about your deals or shipping policies.
3. Targeted Ads for Maximum Reach: Use Shopify’s Facebook Ads integration to create targeted ads based on browsing behavior, interests, and demographics. Set up dynamic retargeting ads for customers who viewed or added products to their cart without purchasing, offering a gentle reminder (or offering exclusive discounts) to encourage completion. Take advantage of Shopify’s analytics to track ad performance in real-time, adjusting budgets and targeting for higher returns.
4. Boost Sales with Shoppable Posts and Tagging: By tagging products directly in Instagram and Facebook posts, Shopify enables you to create shoppable content where customers can tap to view products, see prices, and be directed to your store with ease. Make sure all links lead directly to the BFCM collection or product page to simplify the journey of online shoppers.
5. Utilize Influencers and User-Generated Content: Reach out to influencers in your niche who can help spread the word about your deals. Shopify’s integration with social platforms means that influencer content can easily link to your store, driving traffic straight to your BFCM deals. Share customer reviews and user-generated content to build trust and show new audiences how others enjoy your products.

By combining Shopify’s social integrations, paid ads, and organic engagement, you’ll expand your reach, boost engagement, and drive conversions during the BFCM shopping rush.

2. Offer Free Shipping for Increased Conversions

Offering free shipping during Black Friday and Cyber Monday (BFCM) is a proven way to increase conversions and attract more shoppers. Customers often view free shipping as a valuable perk, especially with holiday shopping in full swing. Consider setting a minimum purchase threshold to encourage larger orders, or offer it on all purchases to maximize appeal. Highlight the free shipping offer clearly across your website, product pages, and in promotional emails. For added urgency, emphasize that it’s a limited-time BFCM deal, nudging customers to complete their purchase before the promotion ends.

3. Provide Excellent Quality Customer Support

Providing excellent customer support is crucial for building customer loyalty and driving repeat business. Here are some tips to provide excellent customer support during BFCM marketing campaigns and holiday season:

• Offer Multiple Channels for Support: Provide multiple channels for customer support, such as phone, email, chat, and social media. Offering various support options can cater to different customer preferences and enhance satisfaction.
• Respond to Inquiries Promptly: Respond to customer inquiries promptly and resolve issues efficiently to ensure customer satisfaction. Timely responses can build trust and improve the overall shopping experience.
• Provide Clear Return and Exchange Policies: Provide clear return and exchange policies to reduce returns and exchanges. Transparent policies can give customers confidence in their purchases and reduce post-purchase anxiety.
• Train Your Customer Support Team: Train your customer support team to provide excellent customer service and resolve issues efficiently. Well-trained support staff can handle inquiries effectively and contribute to a positive customer experience.

By following these tips and strategies, you can ensure a successful BFCM campaign that maximizes sales, enhances customer satisfaction, and builds long-term customer relationships.

Preparing for a Successful BFCM 2024

To make the most of BFCM, e-commerce businesses should begin preparations months in advance. By focusing on audience growth, crafting tailored offers, and leveraging tools on platforms like Shopify to optimize your online store, you can maximize both immediate sales and long-term customer relationships. With careful planning and a very specific BFCM marketing strategy, this holiday season can be a profitable period that sets the stage for future success.

Ready to make 2024 BFCM sales your best yet? Start now, and let these tips guide you toward a season of record-breaking sales.

Boost your BFCM 2024 sales with Rapid Search, the AI-powered Shopify app for fast, accurate on-site search and filtering. Help customers find what they want quickly, improve their shopping experience, and increase conversions. Make every visit count this holiday season with smarter search technology.

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