4 Tips for BFCM 2021

Email is King 

Hit up your customers more via email in November/December to communicate key dates like Black Friday, Christmas cutoffs and other timely information. 

Get a head start

I recommend starting early here. Flash sales for specific products or collections, sending slightly more frequent newsletters to stay top of mind, and previewing big upcoming dates.

Send more emails

How frequently should you be emailing? You can send campaigns anywhere from 2-3 times per week if you use segmentation and depending on your store and niche. We like to email once per week because we’re more of a B2B brand, but typical brands in fashion, cosmetics and other industries can email way more frequently.

Segment your list

Make sure you have an engaged segment (90 days or 120 days) so you’re only sending to people who like engaging with your emails, and use other creative segments like people with abandon checkouts, close to purchasing or viewed recently but haven’t purchased.

How to Discount

Work out what your offer is going to be

Make it appealing, consider options like a percentage discount, buy one get one, or free shipping. With up to 17% of carts abandoned because shipping rates were too high, this is a great place to start. You’ll also need to decide if these discounts will be site wide or simply apply to certain products or categories. 

Promote your offer on all your major channels making sure your email and social set in advance. On your website, update your home hero, announcement bar and even add a banner to the top of your collection pages.

Oprah discount

Do what feels right for your brand

When it comes to Black Friday, only discount what makes sense for your brand and profitability. There is no need to be pressured by what the market expects you to do, if you know what I mean. For example, epic 30-40% sitewide sales can work for certain niches like fashion, where margins are high and retailers are trying to clear seasonal stock to improve cash flow. But that doesn’t mean such a sale is good for your business.

Check your site

Squash any bugs

If you haven't already, now is the time to double down and check that everything on your site is working as it should be. Go through your checkout process, navigate your site, look over your pop ups and make sure all your stock is adjusted accordingly. 

A problematic website/checkout experience is a sure fire way to lose customers on the busiest shopping day of the year.

Bugs web site broken 404


Ticked off all of the above? Awesome. 

Now go over it all again one last time.

Leaving you stress free so you can turn your focus to more important tasks, when those sales start rolling in. 

Ramp up retargeting 


This is a little bit more of an advanced tip...

Zuckerberg will be very expensive before, during and after BFCM. Make sure to leverage custom audience retargeting on FB. Test these audiences: 30 Day Views, 30 Add to Cart, Engaged 90 Days (IG & FB). You can still do prospecting campaigns to cold audiences but just make sure it’s profitable.

Zuckerberg zoom

That’s all folks!

More emails, connecting with your existing community via retargeting, auditing your site experience, and setting the right discounts are a few ways to maximise your Q4 BFCM sales this year.

Have fun and push hard for the next couple of months to grow your business! HG will be here to support you.

Peace and love,

Adam and Ace

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