Hero BFCM Marketing Strategies for Retailers to Boost Ecommerce Sales

24/07/2024

BFCM Marketing Strategies for Retailers To Boost Sales in 2024

Can you believe it’s the end of July already? While some might think it’s a bit early to start planning for Black Friday and Cyber Monday, the smart ones are already gearing up. Trust me, getting a head start on your Black Friday and Cyber Monday (BFCM) marketing strategies can make all the difference. With a little planning and some smart strategies, you can turn this massive shopping event into a huge win for your business. Let’s dive into some tips and tricks that will help you stand out and boost your ecommerce sales!

What is Black Friday and Cyber Monday (BFCM) Marketing?

BFCM Marketing stands for Black Friday and Cyber Monday Marketing. It’s all about the strategic efforts businesses use to make the most of the shopping frenzy during these key retail days. Think of it as a mix of sales, discounts, and special offers designed to attract deal-hungry shoppers.

With the holiday season just around the corner, it’s the perfect time to boost your sales and clear out inventory. By crafting a compelling marketing campaign that showcases the unique value of your products or services, you can stand out in a crowded market and turn casual shoppers into loyal customers.

The Birth of Black Friday

Did you know that the term “Black Friday” originally had nothing to do with shopping? Back in the 1950s, police officers in Philadelphia coined the term to describe the chaos that erupted the day after Thanksgiving. The city would be packed with suburban shoppers and tourists flooding in for the big Army-Navy football game held on that Saturday. The sheer volume of people caused traffic jams and overcrowded sidewalks, making it a tough day for the cops.

Fast forward to the 1980s, and retailers saw an opportunity to flip the script. Instead of viewing Black Friday as a headache, they turned it into a day of incredible deals to kickstart the holiday shopping season. The name “Black Friday” was rebranded to reflect this shift, symbolising the point when stores went from being “in the red” (losing money) to “in the black” (making a profit). And just like that, the shopping extravaganza we know today was born.

The Start of Cyber Monday

Cyber Monday is the online counterpart to Black Friday. This tradition is much newer, dating back to the early 2000s. As online shopping started gaining popularity, retailers noticed a trend: on the Monday following Thanksgiving, people were back at work and taking advantage of their office’s high-speed internet to shop for deals they might have missed over the weekend.

Seeing an opportunity, Ellen Davis and Scott Silverman of the National Retail Federation coined the term “Cyber Monday” in 2005. They aimed to create an online shopping event that rivaled the in-store madness of Black Friday. It worked like a charm! Retailers began offering exclusive online deals, and Cyber Monday quickly grew into a global phenomenon. It was perfect for those who preferred shopping from the comfort of their home or simply wanted to avoid the Black Friday crowds.

BFCM Weekend Discounts

Over the years, Black Friday and Cyber Monday have evolved significantly. Black Friday now often spans the entire weekend, with sales starting as early as Thanksgiving Day. The distinction between Black Friday and Cyber Monday has blurred, with many stores offering both in-store and online deals throughout the weekend.

Why is BFCM Sale Important for your Holiday Season Marketing Campaign?

Black Friday and Cyber Monday are like the Super Bowl of shopping! These are some of the busiest days of the year, with shoppers on the hunt for amazing deals and ready to spend on their holiday gifts. Here’s why it’s so important to take full advantage of this season:

Massive Sales Boost: Shoppers are ready to spend, and with the right deals, you can see a significant spike in your revenue.
Clear Out Inventory: It’s the perfect time to move old or excess stock, making room for new products and avoiding potential losses.
Attract New Customers: BFCM draws in bargain hunters who might not have shopped with you before, giving you a chance to win them over.
Increase Brand Visibility: The heightened consumer interest means more eyes on your brand, setting the stage for future purchases.
Gain Valuable Insights: The influx of sales and interactions provides valuable data on consumer preferences, helping you refine your future marketing strategies.

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How to Prepare your Business for BFCM Shoppers in 2024

1. Start Early and Set Clear Goals

First things first, you need to start planning right now. Yes, in July! The smart ones are already on it. Early planning gives you the time to brainstorm, organise, and fine-tune your strategies. Plus, it helps you avoid the last-minute rush, which can lead to stress and mistakes.

Set clear goals for what you want to achieve this BFCM season. Are you looking to boost sales? Attract new customers? Increase brand awareness? Having specific objectives will guide your entire strategy and help you measure your success.

2. Analyse Past Performance

Take a trip down memory lane and review your past Black Friday and Cyber Monday campaigns. What worked well? What didn’t? Use this data to inform your approach for 2024. If certain promotions or products were a hit, think about how you can replicate that success. On the flip side, if something didn’t go as planned, consider what changes you can make this time around.

3. Know Your Audience

Understanding your audience is crucial. Segment your customer base into different groups based on demographics, purchasing behaviour, and preferences. This allows you to create targeted marketing campaigns that will resonate with each segment. The more tailored your approach, the more effective it will be.

4. Plan Your Promotions

Decide on the types of promotions you want to offer. Will you have storewide discounts, buy-one-get-one-free deals, or special offers on select products? Think about what will be most appealing to your customers. It’s also a good idea to mix things up with a variety of promotions to keep things exciting.

5. Craft Irresistible Offers

Black Friday and Cyber Monday shoppers are hunting for the best deals, so your offers need to be irresistible. Think about bundling products, offering significant discounts, or creating exclusive Black Friday and Cyber Monday deals. Whatever you choose, make sure it’s something that will catch your audience’s eye and make them excited to buy from you.

6. Stock Up on Inventory

Make sure you have enough inventory to meet the demand. There’s nothing worse than running out of stock on a hot item right in the middle of the BFCM season. Use your past sales data and market trends to forecast what products will be in high demand and stock up accordingly.

7. Optimise Your Shopify Website

If you have an online store, your website needs to be in top shape. Ensure it can handle a surge in traffic because you don’t want it crashing when shoppers are trying to check out.

Using optimised Shopify themes can make a big difference in providing a smooth shopping experience. Easy navigation, fast loading times, and a seamless checkout process are key. With the right Shopify theme, you can ensure your site is ready for the rush and keeps your customers happy.

8. Leverage Email Marketing

Email marketing is incredibly powerful for Black Friday and Cyber Monday. Craft compelling Black Friday email campaigns with catchy subject lines and clear calls to action. But don't forget the importance of email frequency—send out a well-timed series of emails leading up to Black Friday, including teasers, countdowns, and last-chance reminders.

9. Utilise Social Media

Social media is your friend. Use it to create buzz around your Black Friday and Cyber Monday deals. Engage with your audience through posts, stories, and live videos. Collaborate with influencers to reach a wider audience and get more people talking about your deals.

10. Consider Partnerships and Collaborations

Partnering with complementary brands for joint promotions can be a game-changer. It helps you reach new audiences and adds extra value to your offers. Think about who you can collaborate with and how you can create mutually beneficial promotions.

11. Prepare a Black Friday Checklist Your Team

Make sure your team is ready for the big day with a comprehensive Black Friday checklist. Whether it’s customer service reps, warehouse staff, or social media managers, everyone should know their role and be prepared for the Black Friday and Cyber Monday rush.

Training and clear communication are key to ensuring everything runs smoothly. With a solid Black Friday checklist in place, you can make sure your team is perfectly coordinated and ready to handle the busiest shopping days of the year.

12. Test Everything

Before the big day, test everything. Your website, checkout process, email campaigns, and marketing materials should all be tested to ensure there are no glitches. A smooth, error-free experience will keep customers happy and more likely to complete their purchases.

13. Stay Flexible

Finally, be prepared to adapt. Black Friday and Cyber Monday can be unpredictable, and being flexible will help you handle any unexpected challenges that come your way. Have a plan B (and maybe even a plan C) just in case.

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19 Successful BFCM Marketing Strategies to Boost your Ecommerce Business in 2024

1. Tease Your Deals
2. Offer VIP Early Access
3. Implement Flash Sales
4. Bundle Products
5. Offer Free Shipping & Returns
6. Create Gift Guides
7. Host Social Media Contests
8. Partner with Influencers
9. Send Countdown Emails and SMS
10. Use Website Pop-Ups
11. Run Retargeting Ads
12. Showcase Customer Reviews
13. Add BFCM Elements to Existing Automation and Transactional Flows
14. Highlight Limited Stock
15. Optimise for Mobile Device
16. Provide Live Chat Support
17. Extend Your Sale
18. Share Behind-the-Scenes Content
19. Follow Up

Tease Your Deals

Running a successful Black Friday teaser deal can be as thrilling as unwrapping a surprise gift. Start by creating a buzz with an exclusive sneak peek a week before, sharing tantalising hints about what's to come on your social media and email list.

Imagine dropping hints like breadcrumbs, building excitement and curiosity. Use eye-catching visuals and engaging countdowns to keep everyone on their toes. By the time Black Friday arrives, they'll be eagerly waiting to pounce on your deals, making your sale not just another event, but the highlight of their holiday shopping season.

Offer VIP Early Access

Imagine you're shopping on Black Friday, and amidst the frenzy, you get an exclusive invite to a VIP event—how special would you feel? Offering VIP access to your most loyal subscribers and customers can make a huge difference during the BFCM season.

Start by creating a personalised email campaign that makes them feel valued, like they’re getting an inside scoop. Include early access to deals, a special preview of new products, or even a private shopping hour. This personalisation not only makes your customers feel appreciated but also encourages them to shop more, boosting your sales and setting your brand apart in the crowded Black Friday rush.

Implement Flash Sales

These limited-time offers create a sense of urgency that grabs customers' attention, making them more likely to make quick purchasing decisions. Flash sales can set you apart from competitors by offering irresistible deals that shoppers can't find elsewhere.

They generate excitement and buzz, encouraging customers to keep an eye on your store for more fantastic offers. With strategic timing and appealing discounts, flash sales not only boost your sales but also enhance customer engagement, turning casual browsers into loyal buyers.

Bundle Products

Bundling products during the Black Friday and Cyber Monday (BFCM) season is a fantastic way to stand out and boost your sales. Think about it: everyone loves a good deal, and when you offer a package that combines several items at a discounted price, it feels like an irresistible bargain.

Customers appreciate the value, and it simplifies their shopping experience since they get more for less. Plus, it’s an opportunity to introduce them to products they might not have tried otherwise. So, as you're gearing up for BFCM, consider creating thoughtfully curated bundles that not only highlight your best-sellers but also offer a unique shopping experience that sets your store apart from the competition.

Offer Free Shipping & Returns

If you've never offered free shipping before, Black Friday is the perfect time to introduce it and keep your customers excited. In fact, according to Shopify's 2023 Trends Report, shoppers order an average of 2.5 items with free shipping, spending $22 more than when they have to pay for shipping. So, consider offering free shipping on all orders and if you want to make it more exclusive, try limiting it to specific states or cities.

And don’t forget to build trust with a stress-free return policy. Let your customers know they can easily return items within 30 days, and include a prepaid return label. Make this information easily accessible on a dedicated returns page. This way, your customers can shop with confidence and ease.

Create Gift Guides

Creating a thoughtful gift guide can be a game-changer during the Black Friday and Cyber Monday (BFCM) season. Imagine your customers overwhelmed by endless shopping options; a well-crafted guide not only makes their lives easier but also positions you as the go-to expert in your niche.

By curating a selection of unique, must-have products, you help them find perfect gifts for their loved ones, saving them time and stress. Plus, a gift guide allows you to highlight your best-sellers, showcase exclusive deals, and introduce new products, all while driving traffic and boosting sales. It's like giving your customers a personalised shopping assistant who knows exactly what they need—making you memorable in a sea of competition.

Host Social Media Contests

Hosting social media contests is like adding a dash of excitement to your BFCM marketing strategy. Picture this: your followers buzzing with anticipation as they enter to win exclusive products or special discounts. It’s not just about the thrill of winning, though.

Contests boost your visibility, as participants share your posts, tagging friends and spreading the word. This increased engagement not only brings in new followers but also keeps your brand at the forefront of everyone’s mind.

It’s a fun way to showcase your best products, enticing potential customers to make a purchase and turning the holiday buzz into actual sales.

Partner with Influencers

Teaming up with influencers for your Black Friday deals can be a game-changer, and there's solid evidence to back it up! A survey of 500 millennials and Gen Z consumers revealed that a whopping 71% are more likely to buy a product if it’s recommended by an influencer they trust.

So, why not leverage this powerful tool? Collaborate with influencers who resonate with your brand and have a genuine connection with their followers. Their endorsements can add a personal touch to your promotions, making your deals not only visible but irresistible.

Plus, it’s a great way to tap into their established communities, creating buzz and driving sales in a way traditional ads just can't match.

Send Countdown Emails

Sending countdown emails and SMS can be a game-changer for boosting your sales during Black Friday. These emails create a sense of urgency and excitement, reminding your customers that your amazing deals won’t last forever.

By consistently counting down to the big day or to the end of your sales, you’re keeping your brand top-of-mind and building anticipation. It’s like a little nudge that says, “Hey, don’t miss out!” Plus, these reminders can help cut through the noise of a crowded inbox, making your offers stand out.

So, get creative with your countdowns, add some fun graphics or enticing sneak peeks, and watch your engagement and sales soar!

Use Website Pop-Ups

Pop-ups can be super effective if done right. By offering timely discounts, exclusive offers, or even just a countdown to the end of the sale, popups capture attention and create a sense of urgency. They’re like little nudges that encourage shoppers to act quickly, turning casual browsers into eager buyers.

With eye-catching designs and compelling messages, popups can highlight your best deals and make your website stand out in the busy holiday rush. So, embrace popups and watch your sales soar!

Run Retargeting Ads

Don’t let interested customers slip away! Use retargeting ads to give your potential customers a gentle nudge, reminding them of the awesome deals they almost missed out on. These ads pop up while they're browsing other sites, sparking their memory of your brand and tempting them back with those fantastic offers.

It's a super effective way to stand out amid the BFCM frenzy, turning those almost-sales into actual sales and giving your revenue a sweet boost. Plus, it shows your customers you’re paying attention and really want them to come back, which is always a nice touch.

Showcase Customer Reviews

When shoppers see real feedback from satisfied customers, it builds trust and adds authenticity to your brand. Think of it as word-of-mouth in the digital age—people are more likely to buy when they see others raving about their purchases.

Highlighting reviews on your website or social media can make all the difference, showing potential buyers that your products are the real deal. It’s a fantastic way give you that extra edge to boost sales and create loyal customers. So, go ahead and let your happy customers do the talking!

Add Black Friday Elements to Existing Automation and Transactional Flows

Sprinkle a bit of magic on your existing automation and transactional flows like updating your email templates with BFCM-specific offers, countdown timers, and exclusive discounts creates a sense of urgency and excitement. This not only catches your customers' attention but also makes them feel like they're getting something special just for being loyal. These timely updates ensure that even your routine communications are working harder for you, transforming standard abandoned cart emails, order confirmations or shipping notifications into opportunities to upsell or cross-sell. It's a smart, seamless way to maximise engagement and drive conversions without reinventing the wheel.

Highlight Limited Stock

When shoppers see that an item they’re interested in is in limited supply, it creates a sense of urgency and exclusivity. This nudges them to make a quicker purchase decision, fearing they might miss out if they wait too long. Plus, it can make your product seem more desirable and special, like a hidden gem that not everyone will get their hands on. So, sprinkling in those “Limited Stock” notices not only boosts your sales but also makes your customers feel like they’re snagging something truly unique and valuable.

Optimise for Mobile

Imagine your customers effortlessly browsing your deals, clicking through smooth, fast-loading pages, and easily making purchases from the palm of their hand.

With so many shoppers relying on their mobile device to snag the best deals, a mobile-friendly experience can turn casual browsers into loyal buyers. A seamless mobile experience shows that you value their time and convenience, building trust and encouraging repeat visits long after the holiday rush is over.

Provide Live Chat Support

When customers are browsing through endless deals and have questions about your products or need help with their purchase, live chat support offers instant, personalised assistance right when they need it most.

This immediate interaction not only helps clear any doubts they might have but also builds trust and enhances their shopping experience. During Black Friday, where every second counts, being available for a quick chat can make your business stand out from the crowd and boost your sales by turning hesitant visitors into confident buyers. It adds a human touch that customers appreciate, making them more likely to return in the future.

Extend Your Sale

While everyone rushes to snag deals over a hectic few days, you can ease the stress by extending your sales period, giving customers more time to discover your offers without the pressure. This not only enhances their shopping experience but also keeps your brand in their minds longer, increasing the chances of additional purchases.

It also allows you to tap into the excitement early or keep it alive longer, spreading out the rush and potentially boosting overall sales as shoppers who missed the initial deals come back for a second chance. It's like giving your customers a little extra breathing room and showing them you care about their convenience, which can set you apart in a sea of quick sales and fleeting discounts.

Share Behind-the-Scenes Content

People love feeling like insiders, and by showing the process behind your products, from the initial brainstorming sessions to the final packaging, you create a personal connection with your audience. This transparency builds trust and loyalty, making customers more likely to choose your brand over others.

Plus, behind-the-scenes glimpses can humanise your business, turning it from a faceless company into a group of passionate individuals working hard to deliver something special, which is incredibly compelling during the bustling BFCM period.

Follow Up

Imagine you've sent out a fantastic offer, but your customer's inbox is flooded—easy to miss, right? A friendly, well-timed follow-up can gently remind them of your irresistible deal without being pushy. It shows you care and keeps your brand top of mind. It’s also a chance to answer any lingering questions or address concerns, turning a maybe into a yes.

Personalising these messages can make customers feel valued, increasing the likelihood of conversions and building lasting relationships. So, don’t just send one email—follow up with genuine, thoughtful nudges that can make all the difference in this competitive season.

Wrapping Up

Black Friday and Cyber Monday can be a whirlwind for both marketers and e-commerce owners. The pressure is real, but with the right strategies and a solid plan, you can turn this hectic season into a major win. Remember, you’re not alone in this. If you ever feel overwhelmed or just need a bit of guidance, I’m here to help you every step of the way. Just send me a message, and let’s tackle this together and make your BFCM season a success!

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