The Ultimate 2025 Black Friday & Cyber Monday Prep Guide for E-Commerce Brands

The fourth quarter is make-or-break territory for most e-commerce brands. And Black Friday/Cyber Monday (BFCM?) It’s the Super Bowl for online brands. But success doesn’t come from winging it the week before Thanksgiving. It’s built months in advance.

Whether you're a seasoned merchant or heading into your first major sales season, preparing for Black Friday and Cyber Monday marketing in 2025 means leveling up everything: from segmentation to site speed, offers to automation. And while the competition is fierce, the opportunity is massive. Consumers are spending, but they’re spending smarter.

Let’s walk through a data-backed, action-driven game plan so you’re not just ready for BFCM… you’re built to win with e-commerce holiday readiness strategies that work.

Why Your BFCM Strategy Needs to Start Now

In 2024, Shopify reported that global BFCM sales surpassed $9.3 billion, up from $7.5 billion in 2022. And in 2025, the stakes are even higher. With inflation slowing and consumer confidence rebounding, shoppers are actively looking for the best deals and experiences from brands they trust.

But trust isn’t built in a single subject line. It’s built over time with emails they look forward to, SMS messages that feel personal, and a website that loads before they hit backspace. Let’s get into the tactics.

Step 1: Get Serious About List-Building (Before October)

If you wait until November to build your list, you’ve already lost. BFCM wins are made through owned channels, namely your email and SMS lists.

Use Pop-Ups and Embedded Forms with Smart Triggers

Privy data shows that on-site displays with personalized timing (like exit-intent or scroll-based triggers) can increase signups by over 30%. Your pop-up strategy should:

• Target different pages (home, product, blog)
• Offer value beyond “10% off” and think early access, exclusive bundles, or VIP-only drops
• Be optimized for mobile, SMS, especially

Use This Time to Warm Your List

Don’t just capture when you can truly connect. Once someone joins your list, enter them into a welcome flow that introduces your brand, showcases bestsellers, and sets expectations.

Step 2: Segment Like It’s Your Superpower

Generic blasts are done. 2025’s best BFCM campaigns are hyper-segmented and behavior-driven.

Start With These Key Segments:

• First-time buyers: Offer an exclusive BFCM welcome discount
• Repeat customers: Launch early access or loyalty perks
• High-AOV buyers: Push bundles or “Buy More, Save More” incentives
• Browse abandoners: Retarget with category-specific countdowns
• Email-only vs. SMS subscribers: Customize message length and urgency

Bonus: Behavior-Based Flows

Set up dynamic flows based on browsing activity. For example, if someone checks out your skincare line multiple times but hasn’t purchased, send a BFCM-specific offer for that category. The more relevant your message, the more likely they’ll act.

Step 3: Speed Up Your Site (and Keep It Online)

Your marketing won’t matter if your site crashes or loads like a dinosaur.

According to Google, a measly one-second delay in mobile load times can tank conversion rates by up to 20%.

Here’s Your Quick Site Speed Checklist:

• Compress images, especially for BFCM landing pages.
• Minify CSS and JavaScript.
• Run regular load testing during peak shopping hours.
• Upgrade your hosting plan now, before the busy shopping season.
• Consider a content delivery network for your global shoppers.

Pro Tip: Test your checkout flow from mobile. Multiple payment options, one-click checkout, and trust badges all reduce drop-offs.

Step 4: Craft Irresistible (and Profitable) Offers

Not all discounts are created equal. The best offers can amplify your average order value.

Offer Formats to Consider in 2025:

• Gift with purchase: “Free travel-size product with every $50 order”
• Tiered discounts: “Spend $100, get 20% off; Spend $150, get 25%”
• Time-based drops: Different deals each day of Cyber Week
• VIP early access: Only for email/SMS subscribers

Privy recommends pairing high-converting offers with urgency tools like countdown timers or cart value reminders. Use messaging like: “Your exclusive BFCM offer expires in 4 hours. Don’t miss out.” Think of it as more than a seasonal online promo. It’s a campaign designed to increase conversion rates while building loyalty.

Step 5: Automate Your Campaigns Now (Not Later)

Don’t spend BFCM weekend buried in manual emails and SMS sends. Automate now so you can focus on fulfillment and customer experience later.

Key Flows to Build:

• Abandoned Cart Flow: Use urgency messaging specific to the BFCM offer
• Browse Abandonment Flow: Segment by product category or collection
• VIP Early Access Campaigns: Triggered by tags or list segments
• Last Chance Reminders: Sent on Cyber Monday morning and 3 hours before offers expire

Privy’s automations now support synced email + SMS flows, so you can coordinate multi-touch campaigns without duplicating effort.

Step 6: Prep Your Creative & Copy with Strategy in Mind

Great creative doesn’t start with Canva. It starts with a goal.

Ask: What action do I want them to take, and how will I make it urgent?

Tips for High-Converting BFCM Assets:

• Keep emails short, visual, and mobile-first.
• Use “swipe-up” urgency in SMS (e.g., “Your $20 credit expires tonight.”)
• Show the product in use since lifestyle shots convert better than flatlays.
• Pre-schedule everything so you’re not scrambling when it counts.

Don't forget: Black Friday prep is also a chance to reinforce your brand voice and values. Add social proof. Mention your founder story. Show what makes your store worth returning to after the sale.

Step 7: Don’t Ghost After Cyber Monday

Retention starts the moment someone buys. Post-BFCM flows can make or break your long-term LTV.

Build These Post-Purchase Experiences:

• Order Confirmations with a Twist: Add a cross-sell or loyalty points offer
• How-To Content: Help them use the product they just bought
• Holiday Shipping Updates: Transparency builds trust
• Ask for Reviews: Segment based on product type or purchase value

You worked hard to win that customer. Keep them in the loop with personalized follow-ups and educational content that makes them excited to come back.

Step 8: Measure, Learn, Optimize

What’s working? What’s not? The goal isn’t just a single blowout weekend. It’s smarter selling all season long.

Metrics That Matter:

• Conversion rate by traffic source
• Revenue per email/SMS send
• Average order value (AOV)
• Cart abandonment rate
• Repeat purchase rate post-BFCM

Review and adjust in real time. Did one segment outperform another? Did a subject line flop? Your learnings this year will power your evergreen campaigns into 2026.