Let’s start with the numbers. $12.4 billion was spent online during Cyber Monday 2024, the biggest online shopping day in U.S. history.
Black Friday 2024? Not far behind, with $9.8 billion in online spend.
And yes, over 60% of purchases were made on mobile.
So no, Black Friday and Cyber Monday are not dead. They’ve just evolved.
Today’s BFCM shoppers aren’t just hunting for random discounts. They’re looking for brands they trust, offers that feel personal, and experiences that feel worth their time, online or in-store.
If you’re in ecommerce, especially on Shopify, this is your moment to shine.
Key Topics
What Is BFCM?
BFCM stands for Black Friday Cyber Monday, the infamous four-day sales event kicking off on the Friday after Thanksgiving and wrapping up with Cyber Monday.
But here’s the thing: BFCM is no longer just a weekend.
- Brands are launching “early access” sales two weeks before BFCM.
- Customers start filling wishlists and opting into promo alerts as early as October.
- And the BFCM campaign doesn’t really end until the New Year blowout sale hits their inbox.
So if you’re thinking of “starting on Black Friday”… you’re already late.
Why BFCM Still Matters in 2026 (More Than Ever)
Sure, your feed is probably filled with hot takes like:
“Black Friday deals don’t work anymore!”
“Everyone’s doing discounts, it’s boring.”
“Customers are over it.”
But if 2024 taught us anything, it’s this:
BFCM marketing still converts, when it’s done right.
Here’s why BFCM 2025 is a massive opportunity:
1. It's still the most profitable weekend of the year
The average BFCM sale AOV (average order value) in 2024 increased by 11% YoY. If you’re not optimising for bundles, cross-sells, or post-purchase offers, you’re leaving money on the table.
2. Your customers expect it
Yes, even your “non-discount” brand fans.
BFCM shoppers look forward to some kind of perk, whether it’s a limited bundle, early access, or a loyalty-only promotion.
No promo = missed opportunity
3. It builds momentum for Q1
Acquiring new customers during the holiday shopping season is just the start. The smart brands use BFCM email marketing and post-purchase automation (hello, Klaviyo) to turn them into loyal customers long after the sales end.No jargon. Just action.
Ecommerce Shifts to Know for 2025
BFCM in 2025 isn’t about doing more, it’s about doing it smarter.
Let’s be honest: ad costs aren’t what they used to be, and your 2024 playbook won’t cut it in this year’s Black Friday Cyber Monday chaos. The ecommerce space is noisier, savvier, and more competitive than ever.
But don’t panic, just adapt. Here’s what smart brands are focusing on ahead of the 2025 BFCM season.
1. More Competition + Ad Costs = Smarter Strategy Needed
Social media ads are still important but they’re no longer your only lifeline.
With more Shopify merchants and ecommerce brands entering the race for shopper attention, CPMs are climbing, and ROI is getting squeezed.
Instead of burning your budget in the holiday rush, your BFCM campaign should lean on:
- Segmented email and SMS marketing (hello, owned channels)
- Strategic pre-BFCM promotions to build buzz
- A marketing strategy that doesn’t rely solely on discounts, but creates meaningful, time-sensitive marketing moments
Pro tip: Focus on LTV and post-purchase flows because a 20% discount that leads to a repeat customer is way more powerful than 50% off for a one-time sale.
2. First-Party Data Is King Now
Remember the good old days of tracking everything with a pixel and a dream?
Yeah, that party’s over.
With privacy updates, cookie restrictions, and growing consumer awareness, first-party data is your best friend this BFCM season.
Use this time to:
- Grow your email list with pop-ups, lead magnets, and early-access signups
- Create wishlist features and personalized promotions for returning customers
- Sync your email and SMS (via tools like Klaviyo) to deliver tailored messages based on past behaviour
Building a relationship with your audience before the BFCM period means you won’t be shouting into the void during Cyber Week.
3. AI and Automation = Your BFCM Prep Superpower
Let’s be real: nobody has time to manually write 24 versions of the same BFCM email marketing flow.
In 2025, smart brands are leaning into AI-generated content, automation, and predictive analytics to streamline their BFCM marketing efforts.
- Use AI tools to test and optimise email subject lines, SMS messages, and product descriptions
- Automate abandoned cart flows, follow-up emails, and early-access campaigns
- Tap into AI-powered customer insights to build segmented campaigns based on AOV, past purchases, and site behaviour
The goal? Work less, convert more and still have time to enjoy your Black Friday and Cyber Monday wins without the 3 AM panic.
Ready to make this your biggest Black Friday Cyber Monday yet?
BFCM 2025: Mistakes Even Smart Brands Still Make
By now, you’ve probably seen the Black Friday Cyber Monday hype trains rolling in from every direction.
But while everyone’s talking about the best BFCM strategies, let’s take a minute to talk about what not to do.
Because no matter how slick your BFCM marketing looks, these mistakes can quietly kill your conversions, bloat your budget, and leave your 2025 BFCM feeling more “meh” than “money.”
1. Starting Too Late
You wouldn’t run a marathon in shoes you bought the night before.
So why do so many ecommerce brands wait until mid-November to think about their BFCM campaign?
Here’s the truth: the brands that win during the weekend of the year start prepping long before BFCM even hits the calendar.
Waiting too long means:
- Missed opportunities to build up your email list
- No time to test promotional messaging or landing pages
- Higher ad costs with zero room to pivot
If you haven’t begun to prepare for BFCM, now is already late.
Plan your offers. Warm up your audience. And for the love of Shopify, don’t wait until the Friday weekend to hit “Send.”
2. Relying on Discounts Alone
If your BFCM marketing plan is just “slash prices and pray,” it’s time for a strategy refresh.
Yes, discounts work but only when paired with:
- Great storytelling
- Urgency that feels human, not aggressive
- And a value proposition that goes beyond “10% off everything”
Think bundles, exclusive product drops, early access for VIPs, or even Green Friday alternatives if your brand leans sustainable.
The 2025 shopper isn’t just looking for the lowest price, they want meaning, experience, and something worth sharing in their group chat.
Remember: strong marketing beats deep discounts every time.
3. Ignoring Retention After the Sale
This might be the most expensive mistake of all.
Too many ecommerce brands go all-in on Black Friday and Cyber Monday… and then ghost their customers until Valentine’s Day.
Big mistake.
You’ve just spent a ton to acquire new potential customers. Now is the time to maximize sales over time, not just during the BFCM period.
Here’s how:
- Set up post-purchase flows to turn first-time buyers into loyal ones
- Offer perks for repeat purchases during the 2025 holiday season
- Use BFCM email marketing to follow up with recommendations, upsells, and content that builds trust
- Launch new product promotions in December when the holiday rush is still peaking
BFCM isn’t the finish line, it’s the starting point of a longer, more profitable relationship.
Webfuel’s Take on a Winning BFCM 2025
Look, we get it.
Running a high-performing BFCM campaign while juggling inventory, creatives, emails, customer support, and the occasional mild existential crisis… it’s a lot.
But it doesn’t have to feel like a seasonal panic room.
Here’s our Webfuel-approved cheat sheet to help your brand actually enjoy the Black Friday Cyber Monday ride without burning out or blowing your budget.
Start 4–6 Weeks Before BFCM Hits
The biggest myth in BFCM marketing? That it starts on Black Friday.
The most effective brands? They’ve been teasing, testing, and warming up their audiences since October.
By starting your 2025 BFCM campaigns at least 4–6 weeks early, you:
- Build momentum ahead of the rush
- Train the algorithm with lower-cost engagement
- Collect data to optimize ads, copy, and offer timing
Don’t wait for the shopping period to start when the real work should already be done. Prepare for BFCM the way marathoners prep for race day with lots of pre-runs, pacing, and hydration (or in this case, strong coffee and a well-segmented email list).
Test Messaging and Offers While No One’s Panicking
The season to promote your BFCM deals is not the week of launch.
Use the pre-BFCM window to test:
- Subject lines (with curiosity-driven copy, not all caps and 17 emojis)
- Product positioning (bundles? early drops? tiered offers?)
- On-site pop-ups, landing pages, and call-to-action copy
That way, when the big weekend arrives, your campaigns are locked, loaded, and laser-focused on conversion.
Segment That Email List Like Your Sales Depend On It (Because They Do)
Want better BFCM email marketing results in 2025?
Stop blasting your entire list like it’s still 2023.
Segment for:
- First-time visitors vs. returning customers
- VIPs who always buy vs. lurkers who never convert
- Product interest (e.g. skincare vs. apparel vs. tech)
Then tailor your email and SMS flows to match their journey. It creates a personalised experience that drives better opens, higher AOV, and fewer cart abandonment regrets.
Tools like Klaviyo make this easy but if you’re not sure where to start, that’s where we come in.
Use Every Tool in the Webfuel Toolbox
Running a profitable Black Friday and Cyber Monday isn’t about doing more, it’s about doing it smarter.
At Webfuel, we help Shopify brands scale through:
- Conversion-optimised landing pages
- Paid social and Tiktok influencer campaigns
- Automated email and SMS marketing strategies
- Smart retention systems that go beyond the sales period
We build strategies that work across all touchpoints, online and in-store, new customer and returning VIP, pre-launch and post-purchase.
Because this isn’t just the time of the year to push discounts. It’s the season to promote your brand with clarity, confidence, and results.
Let’s Make This Your Strongest BFCM Yet
2025 BFCM success won’t come from winging it.
You need a strategy tailored to your brand, your audience, and your growth goals and that’s exactly what we do at Webfuel.
If you’re serious about making this Black Friday Cyber Monday your highest-converting and least-stressful ever… Get in touch with our team and let’s build a BFCM campaign that actually works.
