BFCM 2025: What Actually Moves Revenue

What I would recommend for BFCM strategy

Graham Welter
September 10, 2025 • Read it in: 3 minutes

September is the setup month. If your offers, pages, segments, codes, and measurement aren’t locked, you’re choosing to lose Q4.
BFCM isn’t about a clever hack. It’s about a clean offer, flawless execution, and relentless communication.

Don’t invent a brand-new deal format. Scale what’s already worked (sitewide %, bundles, BOGO, flash). Create one hero bundle to drive AOV.
Discount ≠ mandatory. Limited drops or value-stacked bundles can win if your brand has equity.
Protect subscribers/VIPs. Early access, bonus perks, or price-match for members so they don’t churn to a public promo.
Plan the “after.” Map a post-BFCM win-back/nurture flow so deal-only buyers don’t disappear.

Speed + clarity. Strip heavy scripts, make the offer impossible to miss above the fold.
Mobile first. Test everything thumb-to-checkout.
Frictionless discounts. Auto-apply links or simple codes; test end-to-end.
Urgency cues. Timers, low-stock flags, strike-through pricing.
Fresh proof. Surface recent reviews; add a BFCM-specific post-purchase survey question.

Send more than you think. 2–3 emails/day across BF and CM is normal; segment as you go (buyers out, non-openers get variants).
Subject line = the offer. No mystery.
Flows for the BFCM cohort. Thank-you, product education, timed win-back.
Use SMS with intent. Kickoff, mid-sale nudge, final hours. Short, linked, compliant.

Don’t rebuild your account. Keep the structure that’s working; overlay sale creative.
Retarget hard. Warm audiences carry the weekend; prospect with restraint and intent.
Evergreen winners stay live. Update landing to reflect sale; keep social proof intact.
Make the offer obvious in 1–2 seconds across all placements, including search.

Update bios, pin posts, build a Highlight.
Post more, not less. Announce → mid-sale momentum → final call. Use Stories for countdowns, sell-outs, FAQs.
Live moments can spike conversion if you make them entertaining and time-bound.

Pre-brief partners. Give dates, assets, and unique codes.
Pitch roundups early. “Best Black Friday deals in [category]” lists still move units.
Reward performance. Temporary commission bumps or contests drive priority.

Preload macros/FAQs. Shipping windows, exclusions, code issues, return policy.
Set expectations publicly. Terms page + banner clarity beats angry tickets.
Fulfill rapidly and communicate delays with proactive make-goods.

Early access and exclusives. Make loyal customers feel seen.
Don’t punish subscribers. Align public deals so subs aren’t incentivized to churn.
Personal touches (notes, small surprises) compound post-sale goodwill.

Launch early in micro-tests. Fix the leaks before the flood.
Watch the board hourly. Promote what’s moving, rotate what’s not, protect margins.
Over-communicate until the clock hits zero. Silence is lost revenue this week.

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