Black Friday and Cyber Monday (BFCM) will be here before you know it.
In 2025, U.S. consumers are expected to spend record amounts online. Consider Q4 your crunch time for finalizing your BFCM strategy, tying up loose ends, and finding just a few more opportunities to squeeze out more ROI.
We all know success doesn’t come from waiting until the last minute. The most effective BFCM campaigns are carefully planned and executed weeks in advance. With that in mind, here are five things to focus on in Q4 to prepare for BFCM this year.
Don’t forget to check out our Q4 Black Friday checklist for week-by-week tips.
Sections
1. Launch a gift guide and product bundles
Shoppers are looking for value and convenience during BFCM. One of the best ways to deliver on both? Creating curated gift guides and product bundles.
A gift guide simplifies decision-making, especially for last-minute shoppers who need quick inspiration. Segment your gift guides by categories like “For Her,” “For Him,” or “Under $25/$50/$100.” (If you have extra time, consider gift guides for personas that are more relevant to your audience, such as “For Dog Lovers” or “For Bookworms.”)
Gift guides help your products stand out and make browsing easy during a stressful shopping weekend.
Bundles are another way to simplify shopping and boost revenue during BFCM. Pair complementary products together at a slight discount to increase average order value (AOV). Think: skincare sets, tech bundles, or home décor collections.
Call out the savings to give customers a sense of added value. Here’s a great example from Loop Earplugs:
2. Finalize your marketing budget
Advertising costs always rise around Black Friday and Cyber Monday. More competition means higher CPCs (cost per click) on platforms like Google, Meta, and TikTok. That’s why it’s essential to decide on your marketing budget early—and build in extra room to spend.
Look at your Q4 numbers from last year to see where you got the highest ROI. Consider allocating more to the platforms and campaigns that performed best. Even if you want to test something new this year, keep a majority of your budget where you know it works.
Finally, set aside a “flex budget.” This ensures you can push extra spend behind winning campaigns when you see them performing well in real time.
3. Start ramping up budget now
Don’t wait until the week of Black Friday to start increasing your spend. Instead, increase spend gradually throughout October and November to warm up your audiences and drive awareness ahead of the BFCM rush.
This pre-holiday period is perfect for brand awareness campaigns, retargeting, and list building. By the time Black Friday arrives, your target audience will already be familiar with your brand and more likely to convert.
4. Plan a BFCM client campaign
Whatever you’re promoting, every BFCM campaign should be tailored for maximum impact. Start with a clear offer. Percentage discounts, free shipping, and BOGO deals all work well.
Then, map out your ad creatives and landing pages. Stay consistent. The same messaging and design should run across ads, emails, and product pages. That way, when shoppers click through, they know they’re in the right place.
Finally, don’t forget timing. It’s common for brands today to launch deals before Black Friday to capture early shoppers. Stagger your promotions, so you have something new to announce daily from Black Friday through Cyber Monday.
5. Build your subscriber list and craft your email campaigns
Email remains one of the most profitable BFCM channels. To take advantage, you’ll need a strong list and compelling campaigns.
So, start list-building now with sign-up incentives like exclusive early access, first looks at your BFCM deals, or a small discount code. Use savvy social and content marketing to bring new subscribers in before November.
Once you have your audience, plan your BFCM email flow. It might look something like this:
- Teasers a week before BFCM
- Emails on Black Friday and Cyber Monday mornings
- Reminders for limited-time offers
- Post-BFCM follow-ups with “Missed it?” or extended deal promotions
The earlier you start creating these campaigns, the smoother execution will be when the sales frenzy begins.
BFCM and Q4: It’s go time
BFCM success in Q4 is all about preparation. From curating campaigns to scaling your budgets, each step plays a role in maximizing your holiday sales.
Complete these steps, and you’ll be ready to meet shoppers where they are—and turn the biggest retail weekend of the year into your most profitable one yet.
Ready to crush BFCM in Q4? Connect with Your Marketing People to see what we can do for your brand.
