BFCM Marketing 2023: Last-Minute Marketing Tips for eCommerce

As the Black Friday Cyber Monday (BFCM) 2023 frenzy approaches, eCommerce businesses are in the final stretch of optimizing their marketing strategies to capitalize on one of the busiest shopping periods of the year. And to justify this hype, the Black Friday frenzy took the online world by storm! Global sales surged to a whopping $65.3 billion in 2022, marking a spectacular growth of 3.5%.

Last-minute preparations can often make a significant difference in sales outcomes, and in this article, we'll delve into actionable marketing tips that can help your eCommerce business make the most of BFCM—even if you're starting late in the game.

Black Friday marks not just a time for gratitude and family gatherings but also the kickoff for the year's biggest shopping season. As an eCommerce business, embracing BFCM-themed marketing strategies can be the key to warming up your audience for the BFCM (Black Friday Cyber Monday) extravaganza. It is important to note that the trends evolve every year. You can check out this article on Marketing Strategies and Tips for Black Friday & Cyber Monday in 2022 to know about last year’s marketing strategy.

Here’s how you can add a touch of the BFCM spirit to your marketing campaigns and reel in those early holiday shoppers.

#1 Early Bird Discounts

Getting a head start can never go wrong, especially when it involves giving your customers a taste of BFCM deals. Implementing early bird discounts appeals to those shoppers who prefer to avoid the rush and chaos of Black Friday. By offering a special discount to customers who make purchases on Black Friday or the days leading up to it, you can increase sales and reduce the load on your logistics for the actual BFCM weekend. Early bird discounts can also serve as a loyalty perk, making your existing customers feel valued and more inclined to continue shopping with you.

To maximize the effectiveness of early bird discounts, consider the following tactics:

• Exclusive Access: Provide exclusive discount codes to your email subscribers or social media followers. This not only rewards them for their loyalty but also incentivizes others to join your mailing list or follow your online profiles.
• Teaser Campaigns: Utilize your social media platforms to tease these early deals. Create a sense of mystery and excitement by revealing small hints about the upcoming discounts.
• Limited Time: Keep these offers time-sensitive to induce urgency. Make it clear that these deals are a "warm-up" for BFCM and will not last long.

#2 Mystery Deals

Mystery deals are all about the thrill of the unknown. These can be particularly effective in building hype and keeping your audience engaged.

For instance, you could advertise a “Mystery Deal” that promises a certain percentage off but keeps the actual product under wraps until Black Friday.

This kind of promotion can entice customers to return to your site out of curiosity and could result in impulse purchases.

Key aspects to consider for mystery deals:

• Surprise Element: Ensure the deal feels like a surprise. The reveal should be something customers look forward to.
• Social Media Integration: Leverage social media to amplify the buzz around your mystery deals. Consider live events or countdowns to build anticipation.
• Email Engagement: Send out teaser emails to your subscribers, leading up to the reveal of the mystery deal to keep them guessing and excited.

#3 Flash Sales

Flash sales are a great strategy for creating a sense of urgency and driving immediate traffic to your site. These are typically very short promotions, sometimes lasting just a few hours, which offer significant discounts or deals on specific products. They can be especially effective on Black Friday and Cyber Monday, when customers are on the lookout for early deals.

When planning flash sales, remember to:

• Promote Heavily: Use all your marketing channels to promote the flash sale. Make sure your customers know exactly when it will start and end.
• Stock Up: Ensure you have enough inventory to meet the demand. Nothing frustrates customers more than finding out that a deal is out of stock.
• Countdown Timers: Implement countdown timers on your site and in promotional materials to remind customers of the impending end of the flash sale.

#4 Free Shipping

Offering free shipping on BFCM can be a significant draw for customers. It simplifies the decision-making process and can be the deciding factor for customers choosing between your eCommerce store and a competitor’s.

Here’s how to effectively offer free shipping:

• Thresholds: Set a minimum purchase amount for free shipping to increase the average order value.
• Promotion: Clearly promote your free shipping offer on your website's homepage, at the top of your emails, and through your social media channels.
• Exclusivity: Consider offering free shipping exclusively for orders placed on BFCM to emphasize the special nature of the deal.

#5 Bundle Discounts

Creating bundle deals is an excellent way to increase the perceived value for your customers. For example, pairing a popular item with a less popular one at a discounted rate can boost sales for both. Bundling works well for BFCM as it encourages people to buy more under the guise of getting a better deal.

To create enticing bundle discounts:

• Complementary Products: Bundle items that complement each other or are often purchased together.
• Limited Offers: Present these bundles as limited-time offers to create urgency.
• Gift-focused: Position these bundles as perfect for holiday gifting to tap into the BFCM shoppers looking to get a head start on their holiday gifts.

#6 Cross-Sell and Upsell

During BFCM, when customers are already in the mindset to splurge, cross-selling and upselling become even more powerful. When a customer is about to check out, suggest related products or upgrades. For example, if they're purchasing a camera, an upsell could be a better model while a cross-sell could be a camera case or lens.

To do this effectively:

• Smart Recommendations: Use data from previous purchases to offer relevant upsells and cross-sells.
• Bundle Upsells: Offer an upgraded bundle that includes the original item plus additional products.
• Discounted Upsells: Provide a discount on the higher-end product as an exclusive BFCM offer to entice upgrades.

#7 Limited-Time Coupons

Coupons with a countdown can work wonders. For BFCM, offer coupons that give an extra discount but are only valid until the end of BFCM. This not only incentivizes purchases during the holiday but also encourages customers to act fast.

Strategies for coupon use:

• Broad Distribution: Share these limited-time coupons across social media, email newsletters, and even include them in packages from earlier sales.
• Tiered Discounts: Offer different levels of discounts based on purchase thresholds to encourage higher spending.
• Flash Coupons: Release coupons that are valid for a few hours to create a sense of urgency.

#8 Loyalty Rewards

BFCM is next to Thanksgiving, a time to give thanks, and what better way to thank your loyal customers than with special rewards? Offer double points for purchases or special discounts that are exclusive to members of your loyalty program.

How to offer loyalty rewards:

• Early Access: Give loyalty program members early access to BFCM deals.
• Exclusive Discounts: Provide bigger discounts or special offers that are only available to loyalty program members.
• Bonus Points: Offer bonus points for purchases made during Thanksgiving, redeemable for discounts or gifts.

#9 Abandoned Cart Recovery

The shopping frenzy around BFCM can result in an increased number of abandoned carts. Having an automated email sequence in place that targets these shoppers can recover sales that would otherwise be lost.

To optimize abandoned cart recovery:

• Personalization: Customize the emails with the user's name and the items they left in their cart.
• Incentives: Offer a small discount or free shipping to encourage completion of the purchase.
• Urgency: Remind them that the items might not be available for long, especially with the increased demand during BFCM.

#10 Live Chat Support

Outstanding customer service can distinguish your eCommerce business from the competition, and live chat support is an excellent way to provide real-time assistance. During BFCM, when your site traffic may surge, having a live chat feature can help you handle customer inquiries instantly.

Key points for live chat support:

• Availability: Ensure that your customer service team is ready to handle an increased volume of inquiries.
• Training: Train your team to handle a range of queries, from product questions to troubleshooting checkout issues.
• Proactivity: Use live chat not just for reactive support, but also to proactively offer help and suggestions when a customer seems to be hesitating on a page.

#11 Social Media Giveaways

Social media can be a goldmine for engaging with customers during BFCM. Organize giveaways that capture the festive mood. Encourage sharing and tagging to increase the reach of your campaign, and tie it to your BFCM deals for increased traffic to your site.

To maximize social media giveaways:

• Hashtags: Create a unique hashtag for your giveaway to track engagement and spread the word.
• Influencer Collaboration: Partner with influencers to expand your giveaway's reach.
• Shareable Content: Design the giveaway to encourage participants to share the post, expanding its visibility organically.

#12 Email Drip Campaigns

Email marketing remains one of the most effective tools for reaching out to customers directly. For BFCM, create a drip campaign that builds anticipation leading up to BFCM. Start by teasing your deals and promotions, and then gradually reveal more information as the day approaches.

Key strategies for effective email drip campaigns include:

• Segmentation: Tailor your email content to different segments of your audience to make it as relevant and compelling as possible.
• Sneak Peeks: Provide exclusive sneak peeks of your BFCM deals to your email subscribers to make them feel special and valued.
• Countdown Emails: Send out emails that count down to the start of your BFCM sale, building a sense of anticipation and urgency.

#13 Mobile App Exclusives

If your eCommerce business has a mobile app, you can leverage it to offer exclusive deals. Push notifications can be a direct line to your customers, prompting immediate action.

Consider the following for mobile app exclusives:

• Push Notifications: Utilize push notifications to alert users to exclusive deals, but be mindful not to overwhelm them.
• App-Only Deals: Offer special discounts that are exclusive to app users to encourage more downloads and engagement with your app.
• Ease of Use: Ensure that the app provides a seamless shopping experience, which is crucial for converting those deals into sales.

#14 Post-Purchase Engagement

The relationship with your customer doesn’t end at purchase. After BFCM, engage customers to build a long-term relationship. Send thank-you emails, ask for feedback, and provide information about upcoming deals and new products.

For successful post-purchase engagement:

• Thank-You Emails: A simple thank-you can go a long way in making customers feel appreciated.
• Feedback Requests: Ask for their opinions on the shopping experience and any products they purchased. This not only provides valuable insights but also shows that you value their input.
• Loyalty Programs: Invite customers to join your loyalty program if they haven't already, offering points for their BFCM purchases as an added incentive.

#15 Data Analysis

Finally, use the treasure trove of data from BFCM sales to refine your marketing strategies. Analyze which promotions worked well, which products were bestsellers, and what customer feedback you received.

Effective data analysis involves:

• Sales Data: Look at which deals were most popular and which products sold the most.
• Website Analytics: Review which pages had the highest traffic and where customers spent the most time.
• Customer Feedback: Take note of any recurring comments or suggestions from customer feedback.

Way Forward

As we wrap up, remember that the best strategies are those that are flexible and adaptive. The tips provided here should serve as a starting point for your last-minute BFCM marketing efforts. With creativity and resourcefulness, you can still make a substantial impact on your sales this BFCM.