BFCM Campaigns: 13 Proven Strategies for 2025

In 2024, Shopify merchants broke Black Friday and Cyber Monday records, generating $11.5 billion in sales. The most wonderful time of the year for shoppers is just around the corner, so now’s the perfect time to start planning your Black Friday marketing campaigns if you want to claim a slice of the action. 

Black Friday Cyber Monday (BFCM) is an exciting prelude to the holiday shopping season, as consumers take advantage of enticing deals, get a head start on gift shopping, or simply treat themselves over the long weekend.

Despite the stress and competitiveness surrounding this busy sales period, there are great rewards for businesses that execute strategic BFCM campaigns. 

Here are some of the most creative Black Friday marketing campaigns.

Pre-BFCM campaign preparation checklist

Before you start planning campaigns, ensure your site and customer segments are ready.

Technical optimization essentials

Before the big weekend, make sure your store is fast, functional, and ready to handle extra traffic.

• Test your website speed (particularly mobile load times).
• Optimize your checkout flow to reduce friction and cart abandonment.
• Set up backup hosting or CDN support if you’re expecting a surge in traffic. 
• Create a dedicated BFCM landing page for all offers.
• Double-check inventory levels and ensure they’re synced with your fulfillment provider.
• Install a real-time analytics tool (like Hotjar or Lucky Orange) to monitor user behavior.
• Add urgency tools like countdown timers or low-stock alerts.
• Enable site-wide search and filtering for faster navigation.
• Ensure all discount codes and automations are tested and fully functional.

Email list segmentation strategies

Get the most out of your email campaigns by targeting the right people with the right message.

• Segment first-time and returning customers to deliver personalized offers.
• Create VIP or high-spender segments and offer early access or exclusive discounts.
• Identify engaged versus unengaged subscribers and tailor messaging accordingly.
• Build segments based on product interest or past purchases.
• Tag shoppers who clicked on past BFCM campaigns for retargeting.
• Use predictive analytics to segment customers likely to purchase.
• Create “wish list” or “add to cart but didn’t buy” segments from the past 60 to 90 days.
• Test personalized subject lines and product blocks tailored to customer behavior.
• Set up triggered flows (e.g., viewed product and no purchase) to run before and during BFCM.
• Schedule reminder emails for expiring deals or items with limited inventory.

13 proven BFCM campaign strategies

1. Gamified discount campaigns
2. Mystery box and surprise offers
3. Sustainability-focused campaigns
4. Customer retention campaigns
5. In-app exclusives
6. Wish list and planning guides
7. Limited edition charitable campaigns
8. Anti-consumerism campaigns
9. Reverse psychology pricing
10. Extended return policies
11. Free shipping incentives
12. Viral email campaigns
13. Scarcity-driven campaigns

1. Gamified discount campaigns

Everyone likes a good deal, but 22 Days Nutrition took it a step further and gamified its Black Friday. The popular food supplement brand offered a unique discount code for each subscriber that unlocked a randomly generated discount between 20% and 50%. 

Tips to get it right: 

• Start planning four to six weeks before BFCM to set up the system for randomized discounts and test functionality. Launch email sequence with codes one to two weeks before BFCM weekend.
• Try tools like Wheelio or Tada for gamified pop-ups, and Klaviyo or Omnisend for personalized email automation.
• Expect to spend around $50 to $300 per month for gamification tools, depending on traffic volume and desired feature set.
• Include a countdown timer showing how long the shopper has to use their unique code to encourage faster checkouts.

2. Mystery box and surprise offers

Cheyenne Federiconi has always loved to create things. At an early age, she began selling commissioned artwork inspired by video games. During art school, she found her own artistic style: feminine aesthetics with empowering messages. 

“Pink, sparkly, and girly designs always get put down for being weak or unpowerful,” Cheyenne says. “So I mixed the aesthetic with a lot of themes and characters to create a dynamic that empowers.” 

Smashing the starving artist stereotypes, Cheyenne turned her talent into a business. Under the moniker Sugarbones, she initially monetized her designs by printing them on stickers, later expanding her business to include enamel pins, patches, accessories, and apparel. 

Tips to get it right: 

• Begin sourcing and bundling surprise products six to eight weeks in advance. Tease mystery boxes on social and email two weeks before BFCM.
• Use Shopify Bundles, Bold Bundles, or Rebuy to manage mystery box logistics. 
• Budget for slightly reduced margins due to product bundling; mystery boxes typically cost $5 to $15 in extras per box, depending on the items included.
• Promote limited quantities (e.g., “Only 500 mystery boxes available”) and display remaining stock to drive urgency.

3. Sustainability-focused campaigns

Launched in 2012, Tentree is an apparel company committed to planting 10 trees for every item sold. Inspired by days spent hiking and surfing, Tentree was founded by Canadians Dave Luba and Kalen Emsley, who were looking for ways to help preserve the world’s natural wonders.

Initially, Tentree struggled with the idea of participating in Black Friday Cyber Monday. 

“We wanted to stay away from the negative impacts of consumerism and stimulating sales of items that were not needed,” says Shawn McIntyre, former ecommerce manager at Tentree. 

Tentree’s Green Friday campaign is one of many small business Black Friday campaigns that aim to promote sustainable practices during the consumer event.

“We looked at our company, mission, and products and realized there was a huge opportunity for us to promote our cause and create change during the busiest shopping period,” Shawn says. 

The team set a goal of planting one million trees through this year’s BFCM sales, doubling their target from last year.

During its Green Friday campaign, Tentree offers a sitewide percentage discount alongside additional daily promotions, like mystery bonus gifts, new product releases, and free shipping.

To reward its top customers, Tentree also offers early access and exclusive deals. It announces Green Friday and other promotional offers through Black Friday email campaigns that show a live goal meter displaying the number of trees being planted. The campaign is also advertised on social media.

Tentree’s main goal for its Green Friday campaign is to raise awareness. One way it does this is by providing customers with unique codes to track where their trees are planted. From Madagascar to Haiti to Nepal, Tentree has successfully repositioned Black Friday Cyber Monday to align with its mission statement and plant seeds of change.

Tips to get it right: 

• Plan six to eight weeks in advance to align campaigns with charity partners and prep messaging. Start social and email promotions two to three weeks before BFCM.
• Use EcoCart or Shop for Good to tie purchases to environmental initiatives. 
• Tree-planting initiatives typically cost around 10¢ to $1 per tree; include this in your margin analysis.
• Add a live tracker or visual goal bar (like Tentree) to show customers the real-time impact of their purchase.

4. Customer retention campaigns

The Wallack’s name is synonymous with art in Canada’s capital. The Ottawa art store and gallery has been an institution for more than 80 years, and Michael Wallack, the current president and third-generation owner, is carrying on the legacy. 

When Wallack’s opened its Shopify store, artists in remote places could purchase supplies and browse the shop’s inventory.

“When artists get inspired, they want to figure out what materials or colors they’ll need to complete a project, so our website is a helpful place for planning and inspiration,” Michael says.

Wallack’s first participated in Black Friday Cyber Monday to stay competitive with American art suppliers and Canadian companies who adopted the sales period. Now, its main motivation is to benefit its lifelong customers. 

Michael highlights the company’s 12-month planning cycle as a key component to building a Black Friday ecommerce promotion that fits its profitability, inventory, and, most importantly, customers’ needs.

“This period is an opportunity to help customers replenish their supplies at a better price. We don’t view it as a way to get new customers, but rather a way to give our customers a deal they need,” Michael says.

Art projects come in many forms, and there are countless tools available to bring an artist’s vision to life. Wallack’s tries to discount items that appeal to many customers during its Black Friday Cyber Monday campaign. 

In previous years, customers enjoyed Black Friday sales on supplies and materials that frequently need to be restocked, like oil and acrylic paints. With a focus on serving and selling to existing customers, Wallack’s campaigns are typically featured through its website, email list, and social accounts. By approaching Black Friday Cyber Monday in its own way and putting artists first, Wallack’s campaigns continue to build upon the company’s legacy. 

Tips to get it right: 

• Plan your retention strategy during BFCM prep and launch post-purchase emails and SMS within two to five days after the customer buys.
• Use Klaviyo, Postscript, or Shopify Flow for retention automations. LoyaltyLion or Smile.io are great for rewarding repeat purchases.
• Retention-focused tools can range from free (Shopify Flow) to $50 to $200 per month for loyalty platforms.
• Offer a limited-time discount code for second purchases (e.g., “Come back within seven days and get 15% off”).

5. In-app exclusives

Sunday Swagger kicked off its BFCM early by giving app users first dibs on 13 new product launches, starting Thursday, November 16. Shoppers got a nudge via push notification to check out the New Arrivals section. That day became their highest-grossing sales day to date.

The app-exclusive campaign drove more than 1,300 new downloads, a 107% jump in sessions, and a 25% lift in conversion rate. Daily active users surged by 82%.

To keep the momentum going, Sunday Swagger updated its app icon, refreshed its launch screen, and shared a sleek multi-page gift guide. Throughout the BFCM period, it released one new product per day, giving app users first access via push notifications.

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A post shared by Sunday Swagger (@sundayswagger)

Tips to get it right: 

• Start planning eight to 10 weeks in advance to finalize exclusive product inventory and design any app-specific assets like banners, icons, or launch screens.
• Tease app exclusives one to two weeks in advance through email, SMS, and social media.
• Use tools like Tapcart or Shopney to build or optimize your mobile app, and connect Klaviyo to power personalized, segmented push notifications.
• Design a simple gift guide inside your app to help users navigate launches and boost basket size. Sunday Swagger’s multi-page guide performed especially well.
• Release new products in a drip campaign (e.g., one per day) and announce each via push notifications to drive repeat traffic and daily engagement.
• Add urgency by using countdown timers to highlight each drop’s limited availability or emphasize limited inventory (“Only 100 units available!”).

6. Wish list and planning guides

Clothing is one of the hottest product categories for Black Friday and Cyber Monday. Understanding the popularity of its products, Gymshark helped shoppers make the most of their Black Friday deals by putting together a detailed gift guide.

In addition to highlighting what discounts shoppers could expect, the brand included a step-by-step guide for creating a wish list, helping customers cash in on the best deals. 

Tips to get it right: 

• Release wish-list-building guides three to four weeks before BFCM to give customers time to plan their purchases.
• Use SWYM Wishlist Plus or Growave to let customers save products. Build guides with Canva or Figma and embed them on your site.
• Wish list tools often start around $20 per month; guides can be created DIY with free tools.
• Encourage early wish list creation by offering early access or alerts when wishlisted items go on sale.

7. Limited edition charitable campaigns

Poppy Barley’s Black Friday Fund (branded as its “Future Fund”) took a deeply impact-focused approach last year. From November 28–29, it pledged 100% of its net profits (up to $15,000) to KidSport Canada, covering sports registration fees for approximately 50 girls.

By tying every purchase to a clear, quantifiable impact, Poppy Barley created a powerful sense of purpose and urgency. This resonated deeply with values-driven shoppers, strengthened brand loyalty, and differentiated them in a sea of discount-focused sales pitches.

This model works for other brands too. Whether you’re supporting environmental efforts, local nonprofits, or community milestones, a limited-time fund can take your BFCM campaign from a price race to a purpose-driven event. It invites customers to buy with intention and become part of something bigger.

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A post shared by Poppy Barley® (@poppybarley)

Tips to get it right: 

• Start planning six to eight weeks in advance to define your charitable partner.
• Set a clear donation window (e.g., 48 hours only) to create urgency and focus shopper attention.
• Promote the campaign across all channels. Use email, SMS, and social media to tell the story behind your fund and highlight the impact customers can have.
• Use donation tools like Pledge, Givz, or Shop for Good to automate the giving process and track contributions.
• Be transparent about your contribution structure, whether it’s a percentage of profits, a dollar-per-sale model, or a capped donation amount.
• Share results publicly after the campaign.

8. Anti-consumerism campaigns

Outdoor brand Patagonia is renowned for its commitment to longevity. In line with its previous campaigns, like Worn Wear, where customers could get their items fixed for free, the brand launched its “Don’t Buy This Jacket” campaign for Black Friday. 

Going against the common trend of slashing prices and offering huge discounts, the brand actively encouraged shoppers not to buy anything. 

The aim was to get shoppers to stop and think about consumerism and its impact on the planet, with the ultimate goal of encouraging people to reduce, reuse, and repair the items they already own instead of simply buying more. 

Tips to get it right: 

• Start campaign planning six to eight weeks ahead. Tease your messaging one to two weeks before BFCM via blog, email, and social channels.
• Use storytelling to encourage thoughtful purchases (e.g., “If you really need this, buy it—but here’s how to take care of it so it lasts”).

9. Reverse psychology pricing

Cards Against Humanity is another brand that bucks the traditional Black Friday trend. Like Patagonia and Lush, the card company decided to use the shopping holiday to promote its values and spotlight the effects of consumerism. 

Instead of reducing prices, the brand increased them. This isn’t the first time Cards Against Humanity has played around with traditional marketing trends on Black Friday. One previous campaign “allowed” shoppers to buy nothing for $5, while another campaign saw the brand slash its prices by a whopping 99%.

The stunt generated over $71,000 from more than 11,000 shoppers throughout Black Friday. 

Tips to get it right: 

• Plan your “anti-sale” four to six weeks ahead. Schedule price changes and marketing materials one week before BFCM.
• Use curiosity and humor to drive shares (“We raised our prices. Buy now if you’re brave.”).

10. Extended return policies

Luxury jewelry brand Cartier is so confident customers will love its products, it extended its Black Friday returns window to three months. 

Shoppers who took advantage of the brand’s holiday discounts had until January 15 to return any unwanted items, a goodwill gesture designed to reassure shoppers on the fence. 

Having a generous returns policy is a great way to convince new customers to try out your products during an event like Black Friday. 

Tips to get it right: 

• Set extended return windows at least two weeks before BFCM and make them clearly visible on your website and in emails.
• Use AfterShip Returns Center, Loop Returns, or Returnly to manage and communicate extended policies.
• Returns can eat into margins, so budget for 5% to 10% of BFCM sales to be refunded or returned, depending on your category.
• Highlight the no-risk element on product pages and ads (“Try it risk-free with our extended holiday returns”).

11. Free shipping incentives

Primary.com took its Black Friday offer to the next level by removing one of the biggest friction points in online shopping: shipping costs. For BFCM, the brand promised free shipping for an entire year to anyone who spent $50 or more.

It’s a clever way to encourage bigger baskets while building long-term loyalty. Customers feel like they’re getting ongoing value, and Primary keeps them coming back well past the holiday rush.

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A post shared by primary.com (@primarydotcom)

Tips to get it right: 

• Set up free shipping rules and promo banners two weeks ahead of BFCM. Communicate this early in your email and ad campaigns.
• Use Easyship, ShipStation, or Shopify Shipping to manage logistics and rates.
• Budget for higher shipping costs if margins are tight. Expect a 10% to 30% increase in fulfillment expenses during the BFCM weekend.
• Use a site banner with countdowns (“Free shipping ends in 48 hours!”) and include a minimum spend to boost average order value (AOV).

12. Viral email campaigns

In 2016, after suffering a double herniated disc at a golf tournament that left him bedridden for three months, Jeremiah Curvers dedicated his recovery time to researching mattresses that provided superior support and comfort.

His quest led him to connect with key foam manufacturers in the mattress industry, ultimately inspiring him to establish Polysleep, a foam mattress company based in Montreal, Canada.

With massive venture-backed mattress-in-a-box companies dominating the market, Jeremiah worked closely with his supplier to differentiate Polysleep’s product.

“The type of hybrid foam we use is more breathable and the construction offers stronger support, edge to edge,” he says. 

Jeremiah also credits Polysleep’s competitive pricing as a differentiator, an advantage he’s secured by operating closely with suppliers and maintaining lower margins. 

When it comes to Black Friday Cyber Monday, Jeremiah gets creative with his campaigns. One year, the Polysleep team created a mock “leaked” email that spilled the details of an upcoming sale to their email subscribers. 

Lots of subscribers participated in the sale and many forwarded the email to friends and family members who needed a new mattress. Jeremiah explains the sale had a domino effect:

“A lot of people, after seeing that email, started interacting with the brand on a more personal level, because it pulled back a corporate curtain and showed people Polysleep’s personality,” says Jeremiah. 

Tips to get it right: 

• Write and schedule the campaign three to four weeks before BFCM to allow testing. Launch it one to two days before the actual sale for maximum buzz.
• Add exclusive early access or limited-time discounts to encourage quick clicks from the “leaked” content.

13. Scarcity-driven campaigns

Big Discoveries leaned hard into scarcity during Black Friday with a clever daily deal format. Each day, a new product was unlocked, but it was only available for 24 hours and capped at 10 units per customer, making it feel truly exclusive.

To build anticipation, the brand used email to tease the next day’s deal, keeping shoppers engaged and coming back day after day. This drip-style approach turned their Black Friday campaign into an event, fueling urgency and encouraging repeat visits throughout the week.

Tips to get it right:

• Begin teasing the scarcity angle two to three weeks before BFCM. Launch your campaign early on Black Friday morning to catch eager shoppers.
• Use Countdown Timer Bar by Hextom, Stocky, or Shopify Scripts to show scarcity and time-limited availability.
• Expect to spend less than $20 per month for scarcity widgets and tools.
• Emphasize exclusivity and frequency (“This is our only sale of the year—don’t miss out.”) and show low stock alerts in real time.

Post-BFCM retention tactics

BFCM has the potential to bring in a flood of new customers. Instead of letting those shiny new buyers disappear into the abyss, it’s worth making an effort to keep them around. 

Here are a few easy but effective tactics to keep the conversation going after the sale:

1. Send a warm thank you email

It sounds simple, but a genuine thank you can go a long way. Show customers some love for shopping with you during BFCM, and let them know what to expect next (including shipping times, exclusive perks, future product drops). Bonus points if it feels personal. For example, mention the product they bought or include a cheeky GIF that reflects your brand’s personality.

2. Create a first-time buyer automation

Set up an automated flow specifically for new customers that kicks off after their first purchase. This might include a how-to guide for getting started with the product, a behind-the-scenes look at your brand, or a discount for their next order. 

3. Invite them to your community

Do you have a loyalty program, Facebook group, or SMS list? Now’s the time to extend an invite. Turning a one-off buyer into a brand fan is far simpler when you welcome them into your community rather than treating them as just another transaction.

4. Recommend products they’ll actually love

Use customers’ BFCM purchases to suggest complementary or frequently bought together items. For example, if someone bought a new pair of shoes, you can suggest some cute socks to go with them.

5. Check in after a few weeks

A thoughtful follow-up email (or SMS) two or three weeks post-purchase can lead to another sale or at least keep your brand top of mind. Ask shoppers how they’re enjoying their product, share user tips, or offer a small incentive to come back soon.

6. Turn great experiences into user-generated content

Encourage happy BFCM shoppers to share reviews, unboxings, or product pics on social media. You can feature that content in future emails and on your site to build trust with new customers. 

Get ready for your best BFCM yet

Even though the BFCM strategies highlighted above are unique to each merchant, they all share one thing in common: They run campaigns that resonate with their customers. Setting your goals and coming up with a unique Black Friday Cyber Monday approach is essential for connecting with your intended audience.

Let these stories of creative Black Friday Cyber Monday campaigns spark your own ideas. To help you prepare even more, check out the 25 things to check off your Black Friday Cyber Monday planning list and kick-start your 2025 plans.