Oct 16, 2023   ~ 14 min read

The Ultimate Guide to Black Friday and Cyber Monday Marketing on Shopify.

Praella Shopify Plus Agency - BFCM Shopping

You've spent the year building up your business and preparing for the holidays, and now Black Friday and Cyber Monday are right around the corner. This is your chance to reach new customers, boost sales, and end the year strong. But with so much competition during the biggest shopping days of the year, how do you ensure your Shopify store stands out?

The good news is, with some strategic planning, you've got this. In this guide, we'll walk you through the key steps to crafting marketing campaigns on Shopify that resonate with deal-hungry customers. We've got you covered, from email marketing to social ads to PPC. By the time you're done reading, you'll have actionable tips to drive more traffic and sales for your Shopify store this BFCM season. The holidays are coming, so let's get to work!

Understanding Your Black Friday and Cyber Monday Audience

Black Friday and Cyber Monday shoppers have a few key characteristics in common. They're deal-hungry, ready to spend, and want the season's hottest products. As a Shopify merchant, it's critical to understand your target customers for BFCM so you can craft marketing campaigns that resonate.

These shoppers are searching for bargains and the best bang for their buck. They've been saving up and are ready to open their wallets for steep discounts on your merchandise. Your deals and promotions must be front and center in your BFCM marketing.

Most shoppers buy gifts during BFCM, so focus on your most popular products and best-sellers. Create gift guides highlighting products at a range of price points. Bundle complementary items together in special BFCM packages to increase the perceived value.

Store inventory managment

Many people shop on their mobile devices over the BFCM weekend. Optimize your mobile shopping store and ensure any email campaigns, social media ads, and PPC ads are mobile-friendly.

While deals are important, don't forget that experience also matters to shoppers. Fast shipping, seamless checkout, and great customer service will keep people returning to your store even after BFCM ends.

"Learn more about understanding BFCM"

By understanding your target customers' behaviors, preferences, and motivations, you'll be well on your way to crafting a knockout Black Friday and Cyber Monday marketing strategy. Success over this tentpole shopping weekend could set you up for success all year long.

Crafting Email Marketing Campaigns That Convert During BFCM

Sending Emails Early and Often

To make the biggest impact during BFCM, start emailing your customers early. Send an email a week or two before the big weekend announcing your sales and building hype. This gives people time to save the dates and plan their shopping.

In these emails, offer early bird coupons and promo codes that are only valid for the first 24-48 hours of your sale. This creates a sense of urgency and motivates people to shop right away.

Segment your email list and send targeted messages to your VIP and loyalty program members. Give them exclusive first access to sales or extra special deals. People love feeling like insiders and are more inclined to shop with you.

Praella Shopify Plus Agency - Email Campaigns for BFCM

Send reminder emails highlighting your top deals on Black Friday and Cyber Monday. Include eye-catching images of popular products at irresistible prices. These emails keep your sale in front of people's minds during the weekend's chaos.

Follow up on Tuesday with a "last chance" email for any remaining deals. Many shoppers take advantage of sales that extend into Cyber Monday and beyond. This final email gives stragglers one more opportunity to save before regular prices return.

Using emails to spread the word about your BFCM sale, build excitement, create FOMO, and stay top-of-mind is a recipe for success. With the right mix of announcements, reminders, and irresistible offers, you'll convert shoppers into customers and make this your most profitable BFCM. What are you waiting for? Start crafting those emails!

Driving Sales Through Social Media Ads for BFCM

Social media advertising is one of the most effective ways to reach new customers and boost sales during BFCM. With platforms like Facebook and Instagram, you can target audiences likely to be interested in your products and run campaigns tailored to the BFCM season.

Run Full-Funnel Campaigns

Run ads targeting people at each marketing funnel stage - awareness, interest, desire, and action. For example, use video and carousel ads on social media to raise brand awareness and interest. Then, run ads promoting your BFCM deals and discounts to people who have engaged with your brand. Finally, use ads with strong calls to action to drive people to purchase.

Praella Shopify Plus Agency - Marketing Campaigns for BFCM

Increase Your Ad Budget

BFCM is the time to ramp up your social ad spend. Increase your daily budget leading up to and during the biggest shopping days. This will allow your ads to reach a much larger audience, boosting traffic and sales. Even doubling or tripling your normal budget can pay off through greater exposure and revenue.

Target Global Audiences

Don't limit your BFCM campaigns to people in your local area. With platforms like Facebook and Instagram, you can target audiences worldwide. Run ads in multiple countries and languages to maximize this opportunity. The more people you reach, the higher your sales potential.

Retarget Engagers

Use pixels and custom audiences to retarget people who have engaged with your brand on social media. For example, create an audience of people who have liked your Facebook page or clicked on your Instagram profile. Then, run ads specifically promoting your BFCM deals to these potential customers. They already know, and like your brand, so they will be primed to shop your sale.

"Check out our in-depth marketing guide for BFCM"

By focusing your social media advertising efforts, increasing spend, targeting globally, and retargeting engagers, you can make the most of the BFCM season and drive major sales on Shopify. With some planning and the right campaigns, your ad results and revenue will be anything but dismal this holiday season.

Creating Killer PPC Ads for Black Friday and Cyber Monday

Regarding PPC ads for Black Friday and Cyber Monday, you need to craft ads that will capture attention and drive clicks. Here are some tips for creating killer PPC ads:

Optimize for branded terms

Don't bid on generic terms like 'Black Friday' and 'Cyber Monday' as they can be very competitive and too broad. Instead, implement branded promo terms like 'Shopify Black Friday' or 'Shopify Cyber Monday' to optimize your keywords for better results. These branded terms will be less competitive but still highly relevant for shoppers.

Create attention-grabbing headlines

Create new ads with different headlines that specifically mention Black Friday, Cyber Monday, or your brand name to capture the attention of deal-seeking shoppers. Some examples include:

  • Biggest Deals of the Year! 50% Off Site-wide for Black Friday

  • Cyber Monday Flash Sale! 30% Off Everything for 24 Hours Only

  • Brand Name Blowout Sale! Black Friday and Cyber Monday Steals

Praella Shopify Plus Agency - Marketing Campaigns for BFCM

Focus on discounts and savings

Your ads should highlight the major discounts and deals you're offering for the sales period. Mention specific percentages or dollar amounts saved to grab attention. For example:

  • Up to 60% Off Everything for Black Friday and Cyber Monday

  • Save $200 on All Orders Over $500 - Our Biggest Sale of the Year!

Keep ads concise

With so many ads competing for attention over Black Friday and Cyber Monday, keep your ads concise and scannable. Use short sentences and paragraphs with plenty of spacing. Bold important details like discount amounts and time-sensitive offers. This will make your ads easy to read quickly and more likely to drive clicks.

Drive urgency

Create a sense of urgency in your ads by highlighting that deals are for a limited time or while supplies last. Mention the specific dates of your sale period and remind shoppers that quantities are limited. For example:

  • -Black Friday Blowout - Up to 70% Off Nov 26-27 Only!

  • -Cyber Monday Flash Deals! 30% Off Everything for 24 Hours Only on Nov 29

Using these tips will help you craft PPC ads that cut through the noise this sales season and resonate with deal-seeking shoppers. With compelling ads in place, you'll drive more traffic and conversions on those crucial BFCM shopping days.

Analyzing and Optimizing Your BFCM Campaigns for Long-Term Success

Analyzing how your marketing campaigns performed over the busy BFCM weekend is key to optimizing your strategy for long-term success. As an ecommerce store owner, your goal shouldn’t be just to get quick wins and temporary spikes in sales. Rather, use BFCM to gain new customers, build brand awareness, and set yourself up for sustainable growth all year round.

"Need more information on what to offer to your customers? We got you covered!"

Review your sales and conversion data to see what worked and what didn’t. Look at metrics like email open and click-through rates, social media engagement, and PPC performance. See which channels drove the most traffic and sales. Then, double down on the winners. You might also find certain products, collections, or brands resonated more with shoppers. Use those insights to refine your product catalog and merchandising going forward.

Shopify - Black Friday Cyber Monday Sale

Don’t forget the human element. Reach out to new and repeat customers with a personal thank you email or SMS. Ask for their feedback on their shopping experience and what else you can offer or improve. Building real relationships and loyalty will serve you well beyond the holiday season.

Turn one-time BFCM shoppers into lifelong fans. Retarget people who visited your store but didn’t buy with ads for post-holiday sales and coupons. Stay informed by remarketing to recent customers with content about new arrivals, style guides, and community stories. An engaging social media presence and email drip campaigns are also great ways to stay connected authentically.

While BFCM success is important, don’t lose sight of the bigger picture. Use data-driven insights from your campaigns to optimize for long-term growth. Build real customer relationships, not quick wins. And never stop improving the overall shopping experience. By taking this strategic approach, you’ll turn the BFCM hype into sustainable success all year long.


So there you have it, folks, the ultimate guide to running a killer Black Friday Cyber Monday campaign on Shopify. With these strategies, you can craft marketing campaigns that drive traffic and skyrocket your sales. Remember, start planning early, optimize for mobile, leverage email and social media, run promotions, and ensure your site can handle the surge in traffic. If you follow these tips, your store is poised to have its most successful BFCM. Get out there, connect with your customers, spread the word about your deals and discounts, and watch your hard work pay off. Good luck and happy selling!

Praella Shopify Plus Agency - FAQ

Q: What is Black Friday and Cyber Monday?

A: Black Friday and Cyber Monday are annual shopping events after Thanksgiving. Black Friday is known for its in-store doorbuster deals, while Cyber Monday offers online discounts. Both events mark the beginning of the holiday shopping season.

Q: How can I prepare my Shopify store for Black Friday and Cyber Monday?

A: To prepare your Shopify store for Black Friday and Cyber Monday, optimize your website for speed and mobile responsiveness. Create compelling product descriptions and high-quality images, and ensure your inventory is current. Implement a marketing strategy and promotions to attract customers to your store during these events.

Q: What marketing strategies can I use for Shopify on Black Friday and Cyber Monday?

A: Some effective marketing strategies for Black Friday and Cyber Monday on Shopify include offering discounts, creating scarcity by limiting stock, running flash sales, using email marketing campaigns, leveraging social media promotions, collaborating with influencers, and providing exclusive deals to loyal customers.

Q: Should I offer free shipping during Black Friday and Cyber Monday?

A: Offering free shipping during Black Friday and Cyber Monday can be a valuable strategy to attract customers and increase sales. Many shoppers consider free shipping an incentive to purchase, especially during the holiday shopping season.

Q: What are some popular Black Friday and Cyber Monday marketing ideas on Shopify?

A: Some popular Black Friday and Cyber Monday marketing ideas on Shopify include creating a sense of urgency with countdown timers, offering limited-time promotions, providing exclusive discounts for newsletter subscribers, running referral programs, hosting live events or webinars, and utilizing SMS marketing to reach customers directly.

Q: How can I make the most of the Black Friday and Cyber Monday season on Shopify?

A: To make the most of the Black Friday and Cyber Monday season on Shopify, plan your marketing campaigns well in advance, create compelling offers, engage in collaboration opportunities with other brands or influencers, optimize your website for conversions, provide exceptional customer service, and analyze your data to make informed decisions for future events.

Q: Can any Shopify apps help with Black Friday and Cyber Monday marketing?

A: Several Shopify apps can assist with Black Friday and Cyber Monday marketing. Some popular apps include Klaviyo for email marketing automation, Omnisend for omnichannel marketing campaigns, Smile.io for loyalty programs, Privy for pop-ups and email capture, and Hurrify for creating urgency with countdown timers.

Q: What are some effective marketing strategies for Shopify stores during the holiday shopping season?

A: Some effective marketing strategies for Shopify stores during the holiday shopping season include offering exclusive deals, creating gift guides, running social media contests, utilizing retargeting ads, leveraging influencer partnerships, optimizing mobile shoppers, and providing outstanding customer support.

Q: How can I increase sales on Black Friday and Cyber Monday?

A: To increase sales on Black Friday and Cyber Monday, focus on creating compelling offers that stand out, optimizing your website for conversions, providing exceptional customer service, utilizing effective marketing channels such as email and social media, and leveraging scarcity and urgency to encourage immediate purchases.

Q: Suggest marketing ideas for Black Friday and Cyber Monday on Shopify?

A: Sure! Here are some marketing ideas for Black Friday and Cyber Monday on Shopify: create a gift guide featuring your products, offer exclusive discounts for early bird customers, showcase customer testimonials, run a contest or giveaway, collaborate with influencers for shoutouts or sponsored posts, and implement personalized product recommendations based on customer preferences.

Creating Appealing Discounts and Offers on Shopify for Black Friday & Cyber Monday
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