Don't Let Black Friday Be A Black Mark
Black Friday and Cyber Monday (BFCM) are no longer just two days on the calendar — they’re the climax of Q4 for many consumer brands. In 2024, UK shoppers spent an estimated £9.2bn across the BFCM weekend. In the US, sales hit $38bn.
For brands, the opportunity is huge — but so is the competition. Without a clear plan, it’s easy to get drowned out in the noise, overspend on ads, or discount yourself into a margin crisis.
That’s why preparation is everything. And preparation doesn’t mean scrambling in November. It means building a strategy months in advance that covers timing, offers, messaging, and execution.
When to Start Planning
The best BFCM campaigns start in late summer or early autumn. Why?
Inventory: Lead times are long — if you don’t plan stock early, you risk selling out of hero products too soon.
Creative: Strong ad campaigns and email flows take time to test and refine.
Budget: Paid channels get more expensive the closer you get to November. Early planning helps spread spend more efficiently.
Rule of thumb: Start mapping out your BFCM campaign 90 days in advance. That means by September, you should already have your offers and calendar locked.
Don’t panic if you’ve not started, there’s still time. But, start today.
How to Plan
Here’s a breakdown of where to start and why.
1. Define Your Objectives
Not every brand should chase top-line revenue at all costs. Decide if your goal is:
Customer acquisition
Retention and reactivation
Clearing inventory
Driving repeat purchases
Boosting lifetime value
Your goals determine your offer structure and your media mix.
2. Segment Your Audiences
Different customers respond to different incentives. Think about:
New customers: Entry-level discounts or bundles to reduce friction.
Existing customers: Loyalty offers, early access, or VIP perks.
High-value segments: Exclusive deals or limited editions to reinforce status.
Segmentation ensures you’re not giving away margin unnecessarily.
3. Plan Your Offers
Discounts are expected, but they don’t always have to be deep. Alternatives include:
Bundles (e.g. 3 for 2, starter kits)
Free gifts with purchase
Tiered discounts (e.g. 10% off £50, 20% off £100, 30% off £150+)
Subscription upsells (lock in long-term revenue at a discount)
Limited-edition drops
The best offers balance desirability and profitability.
4. Build Your Content Calendar
Your campaign shouldn’t start on Black Friday. Warm up your audience in advance with:
Teasers: “Something big is coming”
Early access: For loyal customers or email subscribers
Countdowns: Build urgency
Post-purchase upsells: Extend the campaign beyond the weekend
Map out content across all channels: paid media, organic social, email, website banners, even SMS.
5. Get Technical Foundations Right
Website speed: BFCM traffic spikes can slow sites down. Run load tests.
Mobile optimisation: The majority of BFCM sales now happen on mobile.
Checkout experience: Guest checkout, multiple payment options (Apple Pay, Klarna, PayPal).
Tracking & attribution: Set up GA4, Meta pixel, or any CRM tracking well in advance.
Inventory management: Ensure stock syncs properly across channels.
What To Consider
1. Ad Costs Will Rise
CPCs and CPMs spike in November. Mitigate this by:
Building audiences early with lead gen campaigns in September/October
Running engagement ads (cheaper CPMs) to warm up prospects
Testing creative before prices inflate
2. Customer Experience Matters
BFCM can flood your team with orders and inquiries. Plan ahead:
Clear customer service SLAs
Automated shipping/tracking emails
Transparent return policies
3. Retention Beyond BFCM
Many brands treat BFCM as a one-off sprint. Smarter brands treat it as the start of a longer journey. Use it to:
Build email and SMS lists
Drive first purchases from new customers, then upsell in December/January
Introduce loyalty programs
Your Takeaway
BFCM isn’t won in November — it’s won in the months before. Brands that start early, segment customers, balance offers with profitability, and optimise for conversion are the ones that scale through the noise.
Yes, discounts matter. But planning, preparation, and execution matter more.
This year, don’t treat Black Friday as a one-off campaign. Treat it as a launchpad — a chance to win customers you can nurture well into 2026.
