How to Set Your Business Up for Success This Black Friday & Cyber Monday

The holiday shopping season is fast approaching, and Black Friday and Cyber Monday (BFCM) are prime opportunities to drive sales, attract new customers, and build brand loyalty. However, success during this hectic period requires planning, strategy, and execution. IgnitePOST CEO Arian Radmand hosted a BFCM Panel Discussion at Shopify HQ in NYC. Joining Arian on the panel was Nik Sharma of Sharma Brands, Charlotte Cruze of Alice Mushrooms, Gina Perrelli of Stay.ai, and Ashley Ismailovski from SmartSites. To ensure you’re maximizing this shopping window, here are actionable strategies you can implement before BFCM, as well as a bonus checklist to ensure you stay ahead of potential pitfalls.

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1. Set Clear Success Metrics

Before you dive into BFCM, you need clarity on what success looks like for your business. Without clear goals, it becomes difficult to track performance and optimize your efforts during this critical season.

Key Metrics to Track:

• Conversion Rate Target: Aim for 2x your normal conversion rate during the sale. This shows your audience is engaging with your promotions effectively.
• Customer Retention: Monitor how many first-time BFCM buyers convert into repeat customers. This is key to long-term growth beyond the sale itself.

Action Step: Set up tracking for these metrics before your sale begins to ensure you can analyze them post-promotion.

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2. Launch Early

Waiting until the actual BFCM dates means competing for stretched wallets and navigating crowded promotional campaigns. Customers are shopping earlier and earlier, so consider launching as early as November 1st to capitalize on this trend.

Why this matters:
Early promotions give you the opportunity to capture shopper attention before their budgets are spread too thin, and customers are still eager to engage with your brand.

Action Step: Plan your full promotion calendar working backward from BFCM and map out how you can begin offering value earlier in the month.

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3. Build Anticipation Through Content

Content marketing isn't just for engagement; it’s a critical part of the BFCM strategy. You can turn potential shoppers into loyal customers by educating and preparing them with timely, strategic content.

Pre-Sale Content:

• Buyer’s Guides: Share content that details your upcoming offers and sets expectations for what your sale will include.

Post-Purchase Education:

• Many first-time BFCM buyers may not know much about your brand or how to use your products effectively. Plan an educational email sequence to onboard them:
  • Week 1: Highlight initial product benefits/features.
  • Week 2: Share usage tips and expected results.
  • Month 1: Send a progress check-in to maintain engagement and brand presence.

Action Step: Start drafting your email sequence now and think about creating related educational videos or infographics to amplify the experience.

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4. Maximize Average Order Value (AOV)

A higher average order value directly contributes to revenue during the BFCM rush. Implement strategies designed to incentivize shoppers to spend more with you.

Tactics to Try:

• Bundle Offers: Create compelling bundles that provide value to your customers.
• Tiered Free Gifts: Offer better gifts as customers spend more, increasing spending thresholds.
• Spend More, Save More Discounts: Reward higher spending with increasing discount tiers.

Action Step: Calculate your optimal bundle prices and start preparing gift inventory now to ensure you can fulfill offers seamlessly.

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5. Prepare Advertising Early

Meta platforms (Facebook/Instagram, etc.) tend to become backlogged with ad approvals and rejection resolutions during BFCM. Don’t let delays derail your strategy.

Why this matters:
Waiting until the last minute could leave you scrambling to get ads live.

Action Step: Submit all ads for approval at least two weeks before your sale begins to account for Meta’s processing times and resolve any potential issues in advance.

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6. Use Proven Ad Creative

Rather than reinventing the wheel during this busy season, take a proven approach. Your best-performing ads from previous years can act as the foundation for this year’s BFCM strategy.

Strategy Tip:
Revisit past campaigns, identify the ads with the best engagement and conversions, and swap in your updated sales hooks and CTAs.

Action Step: Review your data to pinpoint high-performing ads and prepare BFCM variations that align with this year’s offers.

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Bonus Checklist: Avoid the Classic #BFCMFails

To make sure your BFCM runs smoothly, reference this quick checklist to prevent mishaps that could cost you revenue or customer trust:

☑︎ Test all discount codes to ensure they’re working properly.
☑︎ Verify gift inventory levels to avoid overselling or disappointing customers.
☑︎ Include direct links in all emails to make the shopping process frictionless.
☑︎ Set up tracking for success metrics before the sale begins.
☑︎ Schedule all email/SMS communications ahead of time to stay organized.
☑︎ Submit ads for approval in advance to avoid last-minute delays.

Following this checklist ensures you’re covering all your bases as you ramp up for the most profitable shopping season of the year.

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Final Thoughts

BFCM is one of the biggest retail opportunities of the year. However, its success depends on strategic preparation and execution. By implementing these six tactical takeaways and adhering to the bonus checklist, you’ll put your business in a strong position to stand out in the crowded marketplace, delight customers, and drive sustainable growth.

Start planning now—the earlier you set your strategy, the better prepared you’ll be for BFCM success.

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