Black Friday & Cyber Monday (BFCM) Marketing Ideas for 2023

1. Offer Exclusive Gifts with Purchase

Incorporating exclusive gifts with purchase into your Black Friday and Cyber Monday marketing strategy can be a game-changer for your e-commerce business. Shoppers are always on the lookout for value-added incentives, and exclusive gifts with purchase provide that extra layer of excitement.

These gifts can be exclusive or limited-edition items that customers receive with qualifying purchases. Different tiers for your exclusive gifts based on purchase totals can also be a great way to incentivize your customers to spend more to receive the exclusive freebies. Not every business offers exclusive gifts for BFCM, so it is an effective way to stand out during this very crowded time. By offering exclusive gifts, you distinguish your brand from the competition, and it gives you a unique selling point that can help draw in more customers and keep them engaged.

Moreover, adding a layer of limited availability that highlights the scarcity of your exclusive gifts by emphasizing that they are available in limited quantities, or for a limited time, will make this strategy even more effective. Scarcity can drive a sense of urgency, prompting customers to make quicker purchasing decisions than they would without it.

2. Collaborate with Influencers for Promotions

In recent years, influencer marketing has become a powerhouse strategy for e-commerce businesses looking to boost their Black Friday and Cyber Monday sales. Collaborating with influencers can provide a personable and authentic approach to your marketing, helping you connect with a wider audience and driving conversions during these high-stakes shopping holidays.

Why collaborate with influencers for BFCM?

Influencers have already built an engaged audience that can align with your target audience. By teaming up with the right influencers, you can tap into greater audiences that are interested in what you have to offer, and effectively promote your Black Friday deals.

Another big part of this is that influencers are seen as trusted authorities on topics within their niche. There is already a layer of trust and credibility when influencers make recommendations, which makes potential customers more likely to make a purchase. It also gives your brand a human face and diversifies your content, which can include everything from unboxing videos to in-depth product reviews.

See an example here.

3. Share Special Discount Codes through Email

In 2023, email marketing remains an effective tool for e-commerce businesses to drive sales and stay top of mind. One highly effective strategy to create a sense of exclusivity and urgency is by sharing special discount codes through email. These exclusive offers can add a sense of intimacy and exclusivity, making subscribers feel special and valued.

Limited-time discount codes create a sense of urgency  and scarcity. When customers know they have a limited window to take advantage of a special offer, they are more likely to make faster purchasing decisions. Special discount codes can be  a game-changer in motivating your subscribers to make purchases during these mega-shopping events.

Send out personalized email campaigns featuring special discount codes that can only be accessed through the email link. This approach enhances the feeling of exclusivity, and drives customers to take advantage of the deals you offer.

4. Create Anticipation with Early Sale Promotions

Timing makes a big difference when it comes to promoting Black Friday deals. Creating anticipation and excitement for your Black Friday and Cyber Monday deals ahead of time is a key element in maximizing your sales during these shopping events. One effective strategy to achieve this is by offering early sale promotions, which provide customers with a sneak peek into the upcoming deals they can expect when the big day arrives.

Begin your Black Friday promotions a week or more in advance. This generates buzz around your brand and products, making potential customers curious about what you’ll offer and how much they’ll save. Many shoppers are also making their holiday purchases or lists ahead of time, so by offering early deals you can capture those shoppers as they plan their shopping lists and make early purchases.

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5. Implement Hourly Deals for Limited-Time Offers

Like we mentioned before, creating a sense of urgency is a powerful tactic to spur action during Black Friday and Cyber Monday. One highly effective strategy to achieve this is by taking it a step further, and implementing hourly deals that change throughout the day. This approach not only creates a sense of urgency among shoppers, but also keeps shoppers engaged and coming back for more during these high-stakes shopping holidays.

Flash sales keep customers engaged and checking back frequently for new offers, increasing your brand's visibility and enhancing customer engagement. They’re also a fun way to create buzz around your brand this holiday season. Be sure to clearly communicate start and end times through countdown timers on your website or in marketing emails to avoid any issues.

Photo by Claudio Schwarz on Unsplash

6. Bundle Products for Attractive Deals

When it comes to maximizing your revenue during Black Friday and Cyber Monday 2023, offering attractive product bundles can be a highly effective strategy. Bundling allows you to encourage customers to explore related products and increase their average order value (AOV) by providing them with irresistible deals.

Create product bundles that offer a discount when multiple items are purchased together. This encourages customers to explore related products and increases the average order value.

Bundle products that naturally go together or complement each other. For example, if you sell blankets, bundle them with scented candles, beanies and slippers. Offer different tiers of bundles to cater to various customer preferences and budgets. Create a basic, intermediate, and premium bundle option to appeal to a wider audience. Clearly communicate the savings customers will receive when they purchase the bundle, and use eye-catching visuals and persuasive copy to highlight the value.

Photo by Curology on Unsplash

7. Provide a No-Questions-Asked Return Policy

With so many deals and buying options available for shoppers this BFCM 2023, instilling confidence and trust is key. To allow customers to make enthusiastic purchasing decisions during Black Friday, try implementing a no-questions-asked return policy. When shoppers know they can easily return or exchange a purchased item, it gives them the confidence to make more purchases, while reducing purchase anxiety. All of these factors contribute to an overall positive shopping experience.

Moreover, shoppers who have positive return experiences are more likely to come back and become loyal customers. They know that if something doesn't meet their expectations, they can easily fix it, making it a  much more pleasant shopping experience.

A generous return policy can set you apart from competitors. Shoppers are more likely to choose a retailer that offers a hassle-free return experience over one that doesn't. Assure customers of your hassle-free return policy, especially for Black Friday purchases.

8. Introduce New Products or Product Lines

Black Friday is a super crowded event, with businesses competing against each other with deals on top of deals. To stand out during this year’s Black Friday and Cyber Monday, consider introducing new products or product lines to build excitement for shoppers. This will excite existing customers that already love your products, and attract new ones that are looking for the latest products and offerings.

Launching new products can drive anticipation and generate buzz around your brand during this highly anticipated shopping holiday, and can also serve as upselling opportunities. Customers exploring your new offerings may also be interested in complementary products or accessories, leading to increased sales.

Here are a few strategies to make your next launch a success:

Teaser Campaigns: Create teaser campaigns in the weeks leading up to Black Friday and Cyber Monday to generate excitement. Use sneak peeks, teaser videos, and hints to build anticipation.

Early Access: Offer your loyal customers or email subscribers early access to the new products. This rewards their loyalty and can drive early sales before the sales events begin.

Limited-Time Exclusivity: Consider making some of your new products available exclusively during Black Friday and Cyber Monday. This encourages customers to shop during these specific days.

Bundle with Existing Products: Create bundles that include both new and existing products. This encourages customers to explore your entire product range and can increase the average order value.

Clear Product Descriptions: Ensure that your product descriptions are clear and compelling, highlighting the unique features and benefits of your new products.

Engage on Social Media: Utilize your social media platforms to showcase and promote your new products. Use visually appealing content, engage with comments, and run targeted ads to reach a wider audience.

Be sure to incorporate these new products into your overall marketing strategy and promotions to make the most of these high-impact shopping events!

9. Design Digital Gift Cards for Easy Gifting

Gift cards are a hassle-free way for shoppers to find the perfect gift. They eliminate the stress of choosing the right product and allow recipients to select their preferred items. They’re also a lifesaver for last-minute shoppers who are short on time or ideas.

Offering customized gift cards during Black Friday and Cyber Monday 2023 can enhance your sales, customer reach, and overall shopping experience. Whether as a thoughtful gift or a personal treat, gift cards provide a convenient and flexible option for shoppers during this year’s shopping holidays. Incorporate them into your marketing strategy to make the most of these high-impact events.

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10. Partner with Charities for a Cause Marketing Strategy

In today's socially conscious landscape, cause marketing can be a powerful way to make your brand stand out during Black Friday and Cyber Monday 2023. Partnering with charities and aligning your brand with a meaningful cause not only resonates with socially conscious customers, but also adds depth and purpose to your brand's image.

Cause marketing demonstrates your commitment to social responsibility, which can attract customers who prioritize ethical and socially conscious brands. Consumers are more likely to support brands that align with their values. Cause marketing can foster strong emotional connections and build long-term customer loyalty. These initiatives generate positive media coverage and word-of-mouth marketing, enhancing your brand's reputation.

Here are a few steps you can take to get started with cause marketing:

1. Select a Relevant Cause: Choose a cause that aligns with your brand's values and resonates with your target audience. Ensure authenticity in your commitment to the cause.

2. Collaborate with Reputable Charities: Partner with established and reputable charities to build trust with customers. Clearly communicate how the partnership works and the impact it will have.

3. Transparent Communication: Clearly communicate your cause marketing efforts through all marketing channels. Share the story behind the partnership and how customers' purchases contribute to the cause.

4. Percentage of Sales Donations: Commit to donating a percentage of sales from Black Friday and Cyber Monday to the chosen charity, and highlight this contribution in your promotions.

5. Matching Donations: Encourage customer participation by offering to match their donations or contributions to the chosen charity during the sales events.

6. Educational Content: Use your website and social media to educate customers about the cause and the charity's work. Share stories and statistics that highlight the impact of their contributions.

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Cause marketing during Black Friday and Cyber Monday 2023 can elevate your brand by demonstrating a commitment to making a positive change in the world. It not only resonates with socially conscious consumers, but also adds depth and authenticity to your brand's image. Partnering with charities can lead to increased customer loyalty, positive PR, and most importantly - a meaningful impact on the causes you support. Make sure to communicate your cause marketing efforts clearly and consistently throughout the sales events.

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11. Create Urgency with Countdown Clocks

Black Friday and Cyber Monday are both time-sensitive shopping events as deals only last for a short period of time. That’s why it is important to remind shoppers of this urgency. One highly effective strategy to emphasize the limited time remaining for customers to avail of deals is by using countdown clocks. These visual tools add an element of excitement and urgency to your promotions during these high-stakes shopping holidays.

Why should you use countdown clocks?

Countdown clocks provide an immediate visual cue that time is running out. They grab shoppers' attention and convey a sense of urgency, motivating them to act quickly. The fear of missing out (FOMO) on limited-time deals encourages customers to make a purchasing decision faster.

There are many ways to implement this. Another popular strategy is to let shoppers know that they can keep a certain deal only for a limited time to their cart before they lose it. When executed thoughtfully, they encourage customers to act quickly, resulting in increased sales and a memorable shopping experience during these high-impact events. Incorporate countdown clocks strategically across your marketing channels to make the most of the limited time available.

12. Retarget Abandoned Carts through Remarketing

One of the most effective ways to recover potentially lost sales during Black Friday and Cyber Monday 2023 is by implementing a cart abandonment remarketing strategy. This tactic helps remind customers about the items left in their carts and encourages them to return to your site to complete their purchases.

Cart abandonment is very common in the e-commerce world. It’s important to re-engage with potential customers who showed interest but didn't complete their purchases. Remarketing messages can be highly personalized, addressing the specific items in the customer's cart. This personal touch can be compelling, and sending timely reminders with countdowns or limited-time offers or discount codes can create urgency, prompting customers to take action before the deals expire.

Cart abandonment remarketing often also has higher conversion rates compared to other types of marketing campaigns. Customers who have already shown intent are more likely to convert. This makes it a valuable strategy for maximizing conversions during Black Friday and Cyber Monday 2023.

Image courtesy of: Really Good Emails

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13. Offer Free Shipping to Attract More Customers

If you are not already doing this, offering free shipping during Black Friday and Cyber Monday 2023 can be a compelling way to attract more customers, reduce cart abandonment, and incentivize additional purchases. This customer-centric approach removes a common barrier to online shopping and enhances the overall value proposition during these high-impact shopping holidays.

Free shipping reduces the overall cost of the customers’ orders and can lead to higher conversion rates. Clearly communicate the free shipping offer throughout your website, emails, and advertisements, and use attention-grabbing banners and messaging to highlight this. Depending on your business, consider setting a minimum order value that customers must meet to qualify for free shipping to encourage larger purchases and prevent misuse of the offer.

Lastly, make sure that your customer support team is well-equipped to assist with any inquiries related to free shipping, such as eligibility criteria, redemption processes and resolving any issues that may arise.

14. Extend Sales into the Weekend Before Cyber Monday

A strategic move that offers customers more time to take advantage of the discounts is extending your sales into the weekend before Cyber Monday for Black Friday and Cyber Monday 2023. This approach not only caters to people with varying shopping schedules, but also provides a longer window for capturing sales and engaging with your audience.

Extending sales gives customers more opportunities to shop, especially those who may be busy or unavailable on Black Friday itself. It also reduces the shopping pressure many feel during the event. Customers may feel rushed on Black Friday, leading to hasty decisions or missed deals. Extending the sales period reduces the immense pressure to make quick purchase decisions.

Make sure to implement a few of the following strategies to make expanding sales into the weekend a success:

Clear Communication: Announce the extended sales period well in advance through email marketing, social media, and your website. Ensure that customers are aware of the additional shopping days.

Weekend-Specific Deals: Offer special discounts or promotions exclusively for the extended weekend. Highlight these deals to incentivize weekend shopping.

Email Marketing: Send reminder emails to your subscriber list as the weekend approaches, emphasizing the extended sales period and any unique offers.

Social Media: Use your social media channels to engage with customers over the weekend. Share content, run contests, and respond to customer inquiries promptly.

Countdown Clock: Consider using a countdown clock to create urgency and remind customers of the limited time left to take advantage of the weekend deals.

15. Cross-Promote Sales Across Multiple Brands

Collaborative cross-promotion among multiple brands for Black Friday and Cyber Monday 2023 can be a strategic and mutually beneficial approach. By joining forces with other businesses, you can expand your reach, introduce your products to new audiences, and create a shopping environment that offers customers a wider array of options and jaw-dropping deals.

Besides expanded audience reach and tapping into larger and more diverse audiences, it enhances brand credibility as you associate yourself with reputable brands in the space. Collaborative marketing efforts can be more cost-effective and efficient, as multiple brands share the promotional workload and resources.

Cross-promoting sales across multiple brands for Black Friday and Cyber Monday 2023 can be a win-win strategy for all parties involved. It not only expands your reach but also enhances the shopping experience for customers by offering a wider selection of products and deals. Choose your partner brands thoughtfully, plan your marketing efforts collaboratively, and create a seamless shopping experience to maximize the benefits of this strategy during these high-impact shopping events!

16. Craft Catchy Subject Lines to Increase Open Rates

In the competitive email marketing landscape of Black Friday and Cyber Monday 2023, the subject line of your email can make all the difference. Crafting catchy subject lines is a key strategy to significantly impact open rates and ensure your emails stand out in crowded inboxes.

Your subject line is the first thing recipients see. It's their initial impression of your email's content and value, and can significantly increase curiosity and open rates, create urgency or convey a compelling offer.

Open rates are also closely linked to click-through rates. Engaging subject lines can drive more recipients to click and explore your email content. A well-crafted subject line that accurately represents the email content can help maintain a positive sender reputation.

Examples of Catchy Subject Lines:

"🎁 Black Friday Sneak Peek: Our Best Deals Inside!"

"Last Chance: Cyber Monday Discounts Ending Soon!"

"Your Exclusive Black Friday Invitation Awaits 🛍️"

"Unlock Your VIP Access to Cyber Monday Savings"

"Don't Miss Out! Limited Stock on Hottest Deals 🔥"

"Ready, Set, Shop! Black Friday Sales Now Live!"

"Save Big: Your Cyber Monday Shopping Spree Starts Now"

"Your Wish List, Your Savings: Black Friday Has Arrived"

"Hurry! Cyber Monday Steals Disappearing Fast 🏃"

"Black Friday Bliss: Your Special Offers Inside"

Crafting catchy subject lines for your Black Friday and Cyber Monday 2023 emails can significantly impact open rates and set the stage for successful email marketing campaigns. Invest time in creating subject lines that resonate with your audience, align with your brand messaging, and entice recipients to open your emails and explore your offers.

17. Intrigue Customers with Mystery Savings

Another effective strategy to capture the attention of customers and encourage them to complete their purchases during Black Friday and Cyber Monday 2023 is by offering mystery savings. This approach adds an element of surprise and excitement, enticing customers to explore your deals and discover the discounts they'll receive on an ongoing basis.

People are naturally curious, and mystery savings tap into this curiosity. Customers want to uncover the hidden discounts, which can lead to increased engagement, generating excitement and anticipation. Shoppers may feel like they're participating in a game or treasure hunt, making the shopping experience more enjoyable  and fun. Customers are more likely to add items to their carts and complete their purchases to reveal the mystery savings they've unlocked.

Here are a few examples of mystery savings promotions:

"Unlock Your Black Friday Mystery Savings: Use Code BFCM MAGIC at Checkout!"

"Scratch to Reveal Your Cyber Monday Discount! How Much Will You Save Today?"

"Spin for Savings: Spin the Wheel to Reveal Your Exclusive Deal!"

"Shop and Win: Mystery Gifts with Every Purchase this Black Friday!"

"Add More, Save More! Discover Your Progressive Discount!"

"Countdown to Savings: Hurry, Mystery Discounts Expire Soon!"

"Crack the Code: Use SURPRISE at Checkout for Exclusive Surprise Savings!"

"Join the Mystery Savings Game: Uncover Your Exclusive Deal Now!"

Offering mystery savings sets your brand apart from competitors, making your Black Friday and Cyber Monday deals stand out. This strategy not only boosts conversion rates but also creates a memorable and fun shopping experience for your customers.

18. Implement Conditional Discounts for Increased Sales

Similar to mystery savings, conditional discounts can be a powerful strategy to increase sales during Black Friday and Cyber Monday 2023. By encouraging customers to add more items to their carts to qualify for a higher discount, you not only boost order values but also create a sense of achievement and excitement in shoppers.

Conditional discounts motivate customers to purchase additional items to reach the discount threshold, increasing your average order value (AOV.) You can promote related or complementary products, as customers look for ways to reach the discount requirement. This strategy engages customers and keeps them actively exploring your product offerings. As with other strategies, create a sense of urgency by specifying a limited time for customers to reach the discount threshold, encouraging immediate action. Here are a few examples:

Tiered Discounts: Set up multiple discount tiers based on order value. For example, "Spend $50 and get 10% off, spend $100 and get 20% off."

Minimum Purchase Amount: Set a minimum purchase amount to qualify for the discount, and clearly communicate this to customers.

Product Bundles: Bundle related products together and offer a discount when customers purchase the bundle. For example, "Buy the complete set and save 15%."

Free Shipping: Combine conditional discounts with free shipping when customers reach a certain order value.

Limited-Time Offer: Highlight that the conditional discount is only available during Black Friday and Cyber Monday, creating a sense of urgency.

19. Optimize Website for High Traffic and Smooth Shopping Experience

Maybe one of the critical aspects of a successful Black Friday and Cyber Monday 2023 strategy is optimizing your website to handle high traffic loads and deliver smooth shopping experiences. Ensuring fast loading times, mobile responsiveness, and a user-friendly interface minimizes friction during the shopping process and helps convert visitors into customers.

A fast, responsive, and user-friendly website enhances the overall shopping experience, leaving customers satisfied and more likely to return. A well-optimized website reduces bounce rates and cart abandonment, ultimately boosting conversion rates and sales. As mobile shopping continues to grow, a mobile-responsive design is crucial for attracting and retaining mobile users. Long load times or other website issues can lead to shoppers leaving and going to the competition.

That’s why optimizing your website for Black Friday and Cyber Monday 2023 is essential for delivering seamless shopping experiences and ensuring that you can handle increased traffic. By focusing on fast loading times, mobile responsiveness, and user-friendly design, you can reduce friction, boost conversions, and leave customers with a positive impression of your brand. Don't forget to monitor your site's performance throughout the event to address any unexpected issues promptly.

Here are 5 Tips to Avoid Website Crashes Despite High Traffic.

You can also see how your site performs, reveal why it's slow and discover optimization opportunities here.

20. Cater to Customer Preferences with Multiple Payment Options

Diversifying payment options is a crucial strategy for accommodating diverse customer preferences and reducing cart abandonment rates. By providing a range of payment methods, you ensure that customers can complete their purchases using their preferred options, ultimately enhancing their shopping experience.

When customers encounter their preferred payment option, they are less likely to abandon their carts due to payment-related issues. Different customers have varying access to credit cards, mobile wallets, and other payment methods. Diversification widens your customer base. Providing familiar and secure payment methods enhances trust in your brand and encourages customers to shop with confidence.

Lastly, you may also want to offer options like Buy Now Pay Later from service providers like Klarna.

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Preparing for BFCM 2023

In preparation for the Black Friday and Cyber Monday (BFCM) season, it's essential to have a well-thought-out plan in place. Strategies like offering mystery savings, optimizing your website for seamless shopping experiences, diversifying payment options, and providing conditional discounts can significantly impact your success during these crucial shopping events. These strategies not only enhance customer satisfaction and engagement but also reduce cart abandonment rates, ultimately boosting sales.

For business owners looking to streamline their BFCM preparations, Assembled Brands offers valuable solutions like ecommerce funding and inventory financing.

Secure the necessary funding and manage inventory effectively to ensure you have the resources and products needed for a successful BFCM season, allowing you to focus on delivering exceptional customer experiences and maximizing your sales opportunities. Happy selling!