Preparing and Launching Your BFCM 2024 Campaigns

​​Black Friday and Cyber Monday (BFCM) can feel overwhelming, with so much to handle simultaneously. As time passes, you might juggle tasks like managing inventory, creating marketing plans, and fine-tuning your website. The pressure is intense, and every second matters. What if you miss out on connecting with eager shoppers amid it all?

Don't let the stress of BFCM take over! We've compiled the ultimate preparing and launching of your BFCM 2024 campaign with useful tips to help you sail through this busy time.

Let’s get started.

I. BFCM 2024 Overview

BFCM stands for "Black Friday" and "Cyber Monday." It's a big shopping event every year, mainly in the United States and other countries. BFCM takes place right after Thanksgiving, with Black Friday on Friday and Cyber Monday on the following Monday.

Black Friday marks the start of the holiday shopping season. Stores offer huge discounts, both in-store and online. The name "Black Friday" comes from the idea that this is when retailers go from losing money (being "in the red") to making a profit (being "in the black").

Cyber Monday comes after the Black Friday weekend and focuses on online shopping. On this day, online stores offer special deals and discounts, making it easy for people to shop from home or work.

BFCM has become a significant shopping event, attracting millions of shoppers and generating much business revenue. It’s no longer just a one-day event; many stores now stretch their BFCM deals across the whole week or even longer. BFCM has also spread beyond the U.S., with retailers participating in shopping excitement worldwide.

1. Remarkable Numbers Of BFCM 2023

Fit Small Business reported some impressive numbers from BFCM 2023:

• Cyber Monday was a huge shopping day, with consumers spending 11.3 billion USD.
• Black Friday was also strong, with 9.12 billion USD spent by shoppers.
• A total of 196.7 million people took part in BFCM 2023, which was 30 million more than expected, showing just how popular this event has become.
• Around 123 million people shopped in stores between Thanksgiving and Cyber Monday, while 130 million shopped online, a 17% increase from the previous year.
• Shopify merchants saw incredible success, making 7.5 billion USD in sales during BFCM 2023.
• 52 million customers purchased from Shopify stores during BFCM weekend, an 18% increase from 2022.
• The average shopper spent $325.44 during BFCM 2023, 8% more than the previous year.
• Out of that, $325.44 and $229.21 were spent on gifts, showing the holiday spirit.
• 86% of millennials and Gen Z shoppers chose to shop online on Black Friday rather than in stores.
• On Black Friday 2023, 78% of men planned to buy electronics, while 77% of women aimed to purchase clothing and accessories.

These numbers from BFCM 2023 highlight the event's growing impact and importance in the retail world. They offer valuable insights for businesses planning future BFCM events and showcase significant opportunities for retailers and shoppers.

2. Customer Insights/ Consumer Behaviors From BFCM 2023

In 2023, there was a noticeable shift towards online shopping, with more people choosing the convenience of eCommerce over visiting traditional brick-and-mortar stores. Mobile devices played a significant role in dominating online shopping during the BFCM period.

Many shoppers started BFCM preparations early, researching products and adding items to their carts well before the sales weekend. They took advantage of early discounts and promotions, ensuring they were ready for the big event.

Most shoppers' budgets during BFCM 2023 were dedicated to buying gifts. Consumers were drawn to large eCommerce platforms' wide variety of products and competitive prices.

Social media platforms like Instagram and Facebook became popular spots for shopping inspiration. Many shoppers even made direct purchases through the integrated shopping features on these platforms.

Free shipping was a major factor for online shoppers, especially Cyber Monday. Deals that included free shipping were beautiful to them.

Regarding shopping preferences, men were mostly interested in electronics, while women were more inclined to shop for clothing and accessories.

II. Benefits of preparing and launching your BFCM 2024 campaign checklist

There are many benefits to preparing the BFCM 2024 campaign before launching:

• Stay Organized: A BFCM checklist helps you track every task that needs to be completed before and during Black Friday and Cyber Monday. Whether it’s managing inventory, setting up promotions, or ensuring your website runs smoothly, a checklist ensures nothing slips through the cracks. It helps you see the big picture while staying on top of the minor details.
• Save Time: When you have a checklist, you can work more efficiently because you know exactly what needs to be done and when. You won’t waste time figuring out your next step or worrying if you’ve forgotten something important. By following the checklist, you can focus on completing tasks quickly and effectively, which saves time overall and allows you to be more productive.
• Avoid Last-Minute Rush: The BFCM period is often hectic, with many things happening simultaneously. A checklist lets you start early and spread out your tasks over time so you’re not overwhelmed at the last minute. By breaking down your preparation into manageable steps, you can complete everything calmly and organized, reducing the need for frantic, last-minute efforts.
• Ensure Success: Preparing a checklist helps you cover all essential areas, from marketing strategies to technical preparations. It prompts you to think about every aspect of BFCM, ensuring nothing is overlooked. By thoroughly planning, you increase the likelihood of a successful BFCM, where everything runs smoothly and your store is entirely prepared to handle the increased traffic and sales.
• Reduce Stress: BFCM can be stressful for any business owner, but having a checklist gives you a sense of control. Knowing you have a clear plan allows you to tackle the season confidently. Instead of feeling overwhelmed, you can approach each day with a clear list of tasks, reducing stress and allowing you to focus on executing your plan effectively.
• Maximize Sales: When you’re well-prepared, you can entirely focus on making the most of the sales opportunities that BFCM offers. A checklist ensures that your promotions are ready, your inventory is stocked, and your website is optimized for the increased traffic. This level of preparation can lead to higher sales, as you can take advantage of the increased customer interest during this peak shopping period, ultimately driving better results for your business.

III. When to Start Planning for BFCM

It’s best to start planning for Black Friday and Cyber Monday (BFCM) 2024 during the summer, ideally around July or August. Beginning your preparations this early gives you plenty of time to get everything in order without feeling rushed.

• July: This is a good time to start brainstorming ideas and setting your goals for BFCM. You can begin by analyzing the previous year’s performance, identifying what worked well, and deciding what you want to improve. It’s also a great time to start researching trends and planning your overall strategy.
• August: By August, you should have finalized your promotional plans. This includes deciding on discounts, creating marketing materials, and ensuring your website is ready to handle increased traffic. You should also start securing any extra inventory or resources you’ll need for the holiday rush in August.
• September: In September, focus on testing everything. Ensure your website is optimized for speed, check that all your promotions are correctly set up, and run through your marketing campaigns to ensure they’re effective. September is also a good time to start teasing your BFCM deals to build anticipation among your customers.
• October: As October arrives, you’ll want to start finalizing everything. This includes making last-minute adjustments to your plans, ensuring your team is prepared, and ramping up your marketing efforts. You should have a clear plan with all the significant components ready to go by this time.
• November: The final stretch before BFCM is all about execution. If you’ve started planning in July or August, November should be less stressful because most of your preparation is already done. You can focus on monitoring performance, making quick adjustments as needed, and ensuring everything runs smoothly.

IV. Some tips to prepare and launching Your BFCM 2024 Campaign

1. Start Early

Customers are already looking for the best discounts, so start planning early to take advantage of the big discount days.

• Know Your Customers: Figure out who your ideal customers are. Create a buyer persona, a detailed description of a typical customer, to help you understand who you’re targeting and what offers will attract them.
• Set Your Goals: Decide what you want to achieve with your campaign. This could include the number of products you want to sell, the amount you plan to spend, and the marketing strategies you’ll use.
• Plan Your Budget: You can use free marketing methods to boost your sales, but paid ads can help you reach new customers faster. If you have the budget, consider investing in ads for quicker results.

2. Prepare Your Goods and Offers

Check Your Inventory:

Ensure you have enough stock to handle large orders. Supply chain problems can be a big issue for online businesses, especially during busy times. Ensure your warehouse is stocked with all the needed products and that your suppliers can deliver on time.

Create Great Discounts:

To attract customers, offer exciting deals instead of just 10% off. Try different types of discounts like:

• Buy One Get One (BOGO)
• Discounts for buying in bulk
• Bundle deals
• Free shipping on specific orders
• Discounts for first-time buyers
• Special offers for subscribers or VIP members

Tailoring discounts to match your customers’ needs and past purchases can improve their shopping experience, build loyalty, and encourage them to return.

3. Revamp Your Website (And App)

• Test and Improve Website Speed: According to Portent, eCommerce sites with a 1-2 second loading time have a 3.05% conversion rate, which drops with every extra second of delay. Check how quickly your website loads because it affects how many visitors become buyers. Also, make sure your website can handle a lot of traffic.
• Update ‘Featured Sales’: Refresh your ‘Featured Sales’ section to make it as attractive as possible. Highlight your best deals so customers can easily spot their favorites.

You can enhance the visibility of your special deals with Fordeer Product Labels & Badges. These tools will make your promotions and sales stand out to every shopper.

• Review Product Pages: Product Listing Pages (PLP) show all products in a category, while Product Details Pages (PDP) give details about each item. Since customers can’t see or touch products in person, ensure your product pages are detailed and focus on how the products will benefit them, not just their features.
• Redesign Website Visuals: Update your website with eye-catching banners and offers to inform customers about your upcoming discounts.
• Simplify the Checkout Process: A straightforward process helps customers complete their purchases without abandoning their carts. Review and streamline your checkout to ensure it’s smooth and secure.
• Make Your Site Mobile-Friendly: Nearly half of online shopping happens on mobile phones. Either create a mobile app for your brand or optimize your website for mobile browsers to make it easy for customers to browse and buy from their phones.

4. Craft Creative Marketing Strategies

• Use Social Media: Social media is a popular platform for reaching your target customers. Study each site to understand what your audience wants and share content that matches their interests.

• Use Email Marketing: People check their emails for exciting deals. Send targeted offers to different customer groups based on their interests or past purchases to keep them engaged.
• Create Content Guides: Writing blog posts or making videos can help you stand out from competitors. Use content guides to share helpful information and attract more attention.
• Make Gift and Comparison Guides: Some customers need help choosing gifts or comparing products. Create guides to help them pick the right items for their needs, making their shopping experience easier.
• Invest in Paid Ads: Competing with big brands can be challenging. Paid ads are a quick way to reach more customers, so consider using them if they fit within your budget.
• Use Retargeting: When new visitors visit your store, encourage them to subscribe to your newsletter or follow you on social media. After the holiday sales, use retargeting to bring these visitors back to your site.

5. Recheck Post-Purchase Process

• Improve Shipping: Getting products to customers on time is crucial for keeping their loyalty. If you have a lot of orders, consider having a separate team just for shipping to make the process smoother. Even if you can’t match the speed of big companies, delivering on time will help build customer trust.
• Update Your Return Policy: A good return policy can make people more willing to buy from you. Unlike physical stores, online shoppers can’t try products first. A clear and fair return policy gives them the confidence to purchase, knowing they can return the item if it doesn’t meet their expectations.
• Handle Abandoned Carts: Customers often abandon their carts for various reasons, such as not liking an offer, having trouble with payment, finding better deals elsewhere, or simply forgetting. Send them a reminder email to encourage them to complete their purchase.

6. Prepare Your Team

• Set Up Your Customer Service: Good customer service is important during sales events. Having a helpful and friendly team can boost your sales. Use live chat tools on your website to help customers right away. While chatbots can assist, having real people to chat with is usually the best option.
• Prepare Your Team: Everyone in your business plays a role in the big sales event. Ensure all your team members are trained to handle the increased traffic and any issues that may arise on the sales day.

7. Have a Backup Plan

Always have a backup plan! Plan A might not always work, so make sure you have a Plan B to keep things running smoothly. For example, stock up on popular items, offer fast and slow-selling product bundles, and be ready for different scenarios.

• Prepare for Technical Issues: Your website might face problems if too many people visit it at once or if there are glitches during checkout. Have a tech team ready to fix any issues quickly on sale day.
• Handle High Traffic: A successful sale means more customers and orders. Be ready to manage long lines and high demand without hiccups, especially with your supply chain and communication.
• Keep Engaging Customers: After Black Friday, continue with promotions to keep customers interested. Review your sales results to see what worked and what didn’t, and adjust your strategy to build strong, long-term relationships with your customers.

V. Conclusion

So there you go— Preparing and Launching Your BFCM 2024 Campaign checklist. Unlike shop tips, these are designed just for store owners like you.

Preparation is important. You don’t have to tackle everything at once. Start with the areas where you need the most help and gradually work through the list. Each step you take will make your BFCM experience smoother and more profitable.

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