From discounts to strategy: Black Friday has changed

Once a 24-hour sprint, Black Friday / Cyber Monday (BFCM) has evolved into a marathon of conversions.

The 2025 edition is set to be the most competitive ever for e-commerce.

According to Shopify, merchants generated $11.5 billion in sales during BFCM 2024 — up 24% year-over-year — with a record peak of $4.1 million per minute.

Meanwhile, Klaviyo reported that over 15,000 brands achieved their best sales day ever, driving more than $3 billion in attributed value.

The lesson is clear: success doesn’t happen on the weekend of Black Friday, it’s built in the weeks leading up to it.

The warm-up: how to activate your audience before BFCM

The warm-up phase isn’t just about teasing discounts — it’s about building trust, anticipation, and relevance.

Three key actions to start now:

• Collect and clean your data: refresh your email lists, verify consent, and refine segmentation. According to Klaviyo, campaigns launched at least ten days before Black Friday see 25% higher open rates on average.
• Create targeted teasers: short messages, vertical videos, countdowns, or “VIP preview” offers.
• Build a story, not just a sale: share your brand’s value and why your offer matters. Users respond better to authentic, personalized narratives (Klaviyo UK).

Start the warm-up at least two weeks early: Shopify data shows organic traffic peaks around mid-November.

Your e-commerce checklist: what to do now

A strong BFCM checklist helps prevent last-minute chaos.
Here’s what to activate right away:

1. Dedicated landing pages: build a “Black Friday 2025” hub with countdowns and early-bird previews.
2. SEO and site performance: searches for “Black Friday 2025 deals” start rising by late October, according to Google Trends. Update meta tags, speed, and structure.
3. Email and SMS automations: set up flows for abandoned carts, VIPs, and new sign-ups. Automated flows account for up to 29% of total BFCM revenue, according to Klaviyo.
4. Multichannel ads: start A/B testing on Meta Ads, Performance Max, and TikTok Shop. Netguru found that brands optimizing campaigns 30 days early cut their average CPA by 20%.
5. Mobile first: in 2024, 69% of Shopify sales came from mobile devices (Tapcart).
6. Technical tests and checkout: even a 1-second delay in load time can lower conversions by 7%. Stress-test your site before traffic spikes.

Content that converts: between creativity and data

During BFCM, everyone’s selling — but only a few communicate real value.
To stand out, focus on three creative pillars:

• Visual storytelling: show your product in real-life use through authentic, vertical videos.
• Social proof: emails featuring user-generated content (UGC) see a +19% higher click-through rate (Klaviyo UK).
• Simple, time-sensitive offers: clarity and urgency win. Highlight tangible benefits (“Free shipping today,” “Early access exclusive”).

Remember — the goal isn’t just to sell but to retain.
Customers gained during BFCM are 40% more likely to purchase again in the following months (Shopify).

After Black Friday: the phase most brands overlook

BFCM doesn’t end when the weekend does. It’s the perfect time to turn first-time buyers into loyal fans.

• Send thank-you emails and loyalty invitations.
• Launch post-event re-engagement (“Missed our offers? Here’s what’s next for December”).
• Analyze results within 7 days: Shopify reports that brands reviewing BFCM performance within a week improve annual retention by 18%.

BFCM 2025, in short

Black Friday-Cyber Monday month is no longer just about ‘one day of discounts’: it's a season of strategy and relationships.

Brands that prepare early, from SEO and email flows to paid media and content, don’t just sell more; they build stronger, more recognizable brands.

Plan, test, measure, and tell your story: the success of your BFCM 2025 starts now.