If you’ve ever watched viral Black Friday clips of shoppers stampeding into stores for TVs or wrestling over a new vacuum, you already know: people love a good deal. But for small retailers, Black Friday and Cyber Monday (BFCM) aren’t just about deals – they’re about strategy.
In 2024, people spent over $13 billion on Cyber Monday alone! Yes, billion with a B!
And over the 5 day period referred to as Cyber Week between Thanksgiving and Cyber Monday, people spent $41.1 billion according to Adobe.
That is wild!
BFCM 2025 is your chance to stand out, build loyalty, and end the year strong.
But that only happens if you plan ahead and get your digital house in order now, not the week before Thanksgiving.
Let’s walk through how to set up your retail business for BFCM success, without the stress spiral. We’ll show you how to:
- Stand out against big box stores
- Build a sales-focused ad strategy (based on real insights from Meta)
- Leverage visuals to drive sales
- Convert browsers to buyers with an optimized Shopify site
- Prep content and emails early
And we’ll even share how one of our clients had a $22K day last year by doing just this.
But first, here’s a high level overview of what we’re going to cover:
What’s Changed for BFCM in 2025
In case you’ve read our Black Friday Cyber Monday Blueprint from last year, a few things have changed since we wrote that in 2024.
Big retailers are starting earlier than ever.
Amazon, Walmart, and Target are already hinting at extended sales. Influencers are locking in affiliate deals months in advance. And Meta’s latest updates favor short-form video and smart targeting.
Your audience is being trained to expect:
- Early deals
- Fast load times
- Seamless checkout
- Relatable, mobile-first content
If you’re not showing up with strategy, you’re missing the first wave of buyers and leaving money on the table.
The Power of Prepping Early (Client Story)
One of our boutique clients primarily sells in-store. Instead of relying on one weekend, we helped them:
- Shoot BFCM visuals (photos + Reels) in October
- Host a Holiday Open House in early November
- Run local Meta ads targeting warm traffic to shop Black Friday
The result? A $22,000 Black Friday. That’s what happens when you combine content, experience, and timing.
What Meta Told Us: BFCM Ad Strategy That Works
We recently sat down with Meta (yes, that Meta) to talk specifically about sale-focused ads for Facebook and Instagram. Here are the highlights:
- Use 3 to 10 creatives per ad set: Mix photos, graphics, and videos. Reels perform best, especially when they’re relatable and under 15 seconds.
- Run ads for at least 14 days: Don’t panic if results are slow at first. Meta needs time to optimize.
- Use multiple ad sets: Don’t just rely on one. Separate cold and warm audiences.
- Let Advantage+ work: But give it options. The more creatives you upload, the better it performs.
- Budget $25–$30/day minimum: Lower budgets = limited data, higher frequency, and poor results.
Want the full breakdown? We wrote a whole post about what we learned from Meta.
Prep Your Shopify Site for Holiday Buyers
Your website is the digital equivalent of your storefront window. If it’s slow, confusing, or outdated, your BFCM buyers will bounce.
Start here:
- Clean up your homepage
- Check for mobile issues
- Simplify your menu and categories
- Optimize every product page with updated titles, descriptions, and photos
- Add urgency with low-stock indicators or timers
Don’t forget to integrate your Facebook pixel and Google tags now so your ad tracking is ready when it counts.
Plan Your Content Like a Pro
Most retailers wait until the week of Thanksgiving to start posting BFCM promos. The problem? By then, your audience has already spent their money.
Create a runway. Here’s a sample schedule:
- Early October: Start teasing gift guides or BFCM hints
- Late October: Start your list-building with a freebie or early access signup
- Early November: Launch pre-sale or VIP shopping event
- Mid-November: Start daily BFCM countdown content
- BFCM Weekend: Bring the energy! Go live, run Reels, share reviews, and show behind-the-scenes
The more consistent and early your content is, the more ready your customers will be to shop.
Don’t Skip Visuals: Photos and Video Matter
During BFCM, attention is currency.
Use custom brand photography and video to:
- Highlight your best-sellers
- Show products in use (on real people, in real settings)
- Build trust and familiarity before asking for the sale
Think of your visuals as your sales floor team. If they’re stiff, outdated, or off-brand, your message won’t land.
Need help getting photos that feel like you? That’s what we do best.
Email Marketing Still Converts (When Done Right)
Email is your direct line to people who already like you.
Here’s how to get it working:
- Segment your list: VIPs, local shoppers, first-time buyers, etc.
- Personalize recommendations based on past purchases
- Automate a sequence: Preview, reminder, last chance, final hours
- Use strong subject lines with urgency and value
💡 Want ideas? Check out Shopify’s latest post on what to include in your holiday emails.
Create a Memorable Experience (Not Just a Promo)
Anyone can shout about 20% off. You have to give people a reason to care.
That’s where your brand experience comes in.
Use your visuals, your words, and your online presence to:
- Make people feel seen
- Showcase what makes your business special
- Offer value beyond just a discount
That might mean:
- Offering a gift guide or shopping quiz
- Adding handwritten notes to local orders
- Sending a thank-you email after every BFCM purchase
Want Help Building Your Plan?
Sound like a lot? That’s because it is. The best approach is being strategic and knowing what pieces of this giant BFCM puzzle will work best for your business. You don’t have to do it all, but you do need the pieces that will move the needle for your business.
Don’t wait until November 15 to ask what you should post or how to make your website faster.
Get ahead of the game by joining our Customer Experience Makeover. It’s a challenge designed to help retail store owners like you:
- Clean up your Shopify site
- Improve your customer journey
- Plan content that drives conversions
You don’t have to figure this out alone.
✨ Join the waitlist here and let us help you make BFCM 2025 your best one yet.
