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The Power of Pre-Campaign Hype: Building Anticipation for Your BFCM Sales

Download our Black Friday Cyber Monday and Holiday Email and SMS Calendar

July 4, 2024

By Emily Bongiovanni

Highly anticipated online discounts and deals make Black Friday Cyber Monday (BFCM) the busiest shopping week of the year. Brands compete to attract shoppers and maintain margins.

The biggest sales week of the year will be here before you know it! Although we’re in the heat of summer, e-commerce brands are already preparing for the year's busiest sales season.

Reduce stress on your team and drive higher BFCM sales this year by preparing ahead of time. Create excitement and anticipation with an omnichannel Black Friday marketing strategy.

The Importance of Preparing Ahead for BFCM

Prioritize your online business with a BFCM marketing strategy that supports the entire consumer journey, starting with building awareness. Each year, more consumers are shopping online during BFCM. In 2023, Shopify merchants reached a record $9.3 billion in sales over BFCM weekend—a 24 percent increase from 2022 (source: Shopify). Creating buzz months before the big event will drive awareness and capture many consumers planning on purchasing online, allowing you to be part of the increase that will happen in 2024.

Nurturing existing customers before the holiday season is important for increasing BFCM sales, as repeat purchases help business growth. Klaviyo, one of SmartBug's technology partners, found that nearly half of all purchases made during BFCM 2023 were from repeat customers. It also discovered that 73 percent of all purchases driven by Klaviyo (email, SMS and push notifications) came from repeat customers (source: Klaviyo).

Creating excitement before a campaign also helps e-commerce businesses increase customer engagement and brand visibility. It’s important to stay top of mind with your audience to outperform your competitors. Brand campaigns before sales can help attract more customers earlier in the year, leading to increased sales in the fourth quarter.

Strategies to Drive More BFCM Sales

How can you create buzz to drive more BFCM sales this year? We’re glad you asked.

Utilize Teasers and Sneak Peeks

An effective strategy is to tease your audience with hints and sneak peeks of what's to come. Teasers and sneak peeks are powerful tools for generating excitement and creating a sense of exclusivity. Before the BFCM sales, release teasers and sneak peeks of your most exciting deals or products. Share teaser content via social media posts, email newsletters, SMS updates, or even dedicated landing pages on your website.

Alvies sales teaser pop-up | BFCM Example by SmartBug

Alvies implemented the above pop-up on its website to tease an upcoming sale and grow its email list.

You can also offer early VIP access to loyal or existing customers to provide a sense of exclusivity. For instance, Turtle Fur gave special early access to its most active customers through email marketing. This led to more customer engagement and increased revenue.

Turtlefur VIP Discount | BFCM Example by SmartBug

Get your audience excited by giving them a preview of what's to come. Make sure to highlight the unique features or benefits of your products. Use captivating visuals and compelling copy to pique the interest of your audience. This will make them more eager to learn more about the brand and participate in your BFCM sales.

Implement Countdown Timers

Turn your hesitant shoppers into eager buyers. Using countdown timers leading up to exclusive offers or product launches can create urgency and build excitement for your BFCM sales.

Add countdown timers to your website and marketing emails. The timer displays to your audience how much time remains before the event. It also encourages them to make a purchase during the sale.

Drive Urgency with Limited-time Deals

One of the most powerful ways to generate suspense and boost BFCM sales is through limited-time deals. Letting customers know about your upcoming BFCM sale can create urgency and encourage them to buy. This is because the sale is time-sensitive. Customers might be more likely to buy something during the event if they know there is a limited-time deal.

When implementing limited-time deals, make sure to clearly communicate the duration of the offer. Use phrases such as "limited time only," "while supplies last," or "24-hour sale" to emphasize the urgency. Emphasize the limited availability of the deals and the potential for missing out if they don't act quickly. This creates a fear of missing out (FOMO) effect, driving even more urgency and excitement for your BFCM sales.

Amplify these BFCM marketing strategies by leveraging your owned and earned marketing channels. With the following amplification strategies, you can expand your reach, increase brand visibility, and maximize your BFCM efforts.

Social Media and Influencer Partnerships

Social media is a powerful platform for generating excitement for your BFCM sales. Leverage your social media channels to create a buzz and engage with your audience in the lead-up to the event.

One effective strategy is to run teaser campaigns on social media. Make interesting posts about the upcoming BFCM deals to keep your followers excited and looking out for more information. Use eye-catching visuals, compelling captions, and relevant hashtags to maximize reach and engagement.

social media bfcm teaser | BFCM Example by SmartBug

Additionally, consider hosting giveaways or contests on social media to further build anticipation. Encourage your followers to participate by sharing your posts, tagging their friends, or using a specific hashtag. This not only generates excitement but also helps increase your social media visibility and reach.

Another way to create buzz is by collaborating with influencers or industry experts. Consider partnering with influencers who align with your target audience and brand values and have a large following. Their endorsement and excitement for your BFCM sales can significantly boost your brand's visibility and credibility.

Email Marketing

Utilize your existing list of subscribers to send newsletter updates regarding your upcoming deals.

Customize your email content for each customer segment to make it relevant and interesting for them; this will keep them engaged. You can share product benefits, brand values, and exclusive deals with potential customers. You can also give personalized product suggestions, remind customers of sales, and offer early VIP access to current customers.

Adding a signup form like Alvie's pop-up can help you grow your email list. It can also help you set up automated emails for BFCM promotions. This can increase engagement with your customers and maximize interest.

Increase BFCM Sales with Authenticity and Creativity

No matter what tactics you implement, authenticity and creativity are crucial for a successful BFCM marketing strategy. Make your e-commerce brand stand out from the rest with compelling design and copy. Authenticity and creativity build trust with your customers and can lead to greater customer loyalty and more BFCM sales. 

Get ahead of your competitors by planning for the busiest sales season of the year now. Strategic campaigns delivered at the right time can keep your brand top of mind and gain your audience’s attention. When planning for BFCM, implement the strategies we’ve outlined to increase sales and improve the customer experience.


Download this free template of all major holidays and cultural events to plan your 2023 marketing.

The 2023 Email & SMS E-Commerce Content Calendar Template

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Topics: Marketing Strategy, Email Marketing, E-Commerce Marketing, Digital Marketing, E-commerce, E-Commerce Strategy