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4 Phases of BFCM
A Strategic Blueprint for Engaging Shoppers All Month Long
Toby Waller
November 25, 2024
Hey friend!
BFCM is more than just a weekend—it’s a month-long opportunity to drive sales and stand out in a crowded market.
Today, we dive into the 4 Peaks Strategy that breaks BFCM into phases, each with tailored offers and smart tactics to engage shoppers at every stage.
IN TODAY’S EDITION
Bricks partner of the week
The 4 Peaks Strategy to Maximize BFCM Sales
Creative resource giveaway
Let’s dive in!
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The 4 Peaks Strategy to Maximize BFCM Sales
BFCM is more than just a single-day event—it’s a multi-stage opportunity to maximize sales and keep your customers engaged from early November to the holiday shipping cutoff.
That’s why we’ve developed the 4 Peaks Strategy, designed to help you make the most of each stage of the shopping season.
Here’s how it works:
Peak 1: Early Bird (Early to Mid-November - a bit late for this one now)
What is it?
The Early Bird phase targets shoppers who want to beat the Black Friday rush. These customers prioritize convenience and ensuring their favorite products are in stock.
Goal: Capture early shoppers and generate pre-BFCM revenue.
Offer: A modest discount (e.g., 10-15% off) that doesn’t heavily cut into your margins.
Why It Works:
Early offers build excitement and help you lock in sales before the competitive BFCM period begins.
Customers value peace of mind, knowing they’ve secured their purchases ahead of time.
Messaging Focus:
Highlight availability: “Shop early and avoid stockouts.”
Promote calm and convenience: “Skip the chaos and shop now!”
💡 Example Campaign:
"Shop early and get 15% off! Secure your favorite items before they’re gone."
Peak 2: Black Friday (Main Event)
What is it?
The Black Friday phase is your opportunity to go big and maximize volume. This is when most customers are primed to spend and hunt for the best deals.
Goal: Drive high transaction volume and appeal to a broad customer base.
Offer: A high-value discount (e.g., 25-30% off) to create urgency and attract attention.
Why It Works:
Black Friday is a high-expectation event where customers actively seek the deepest discounts.
Broad offers with simple messaging (like sitewide discounts) perform well in capturing impulse buyers.
Messaging Focus:
Emphasize urgency: “Today only!” or “Don’t miss out!”
Focus on value: “Our biggest discount of the year!”
💡 Example Campaign:
"Black Friday Blowout: 30% off sitewide! Plus, free shipping on orders over $75."
Peak 3: Cyber Monday
What is it?
The Cyber Monday phase is an extension of the BFCM weekend, but shifts focus to bulk buying and high-value customers. This is your chance to drive even larger cart sizes with strategic offers.
Goal: Drive the highest sales volume with bulk-focused or premium offers.
Offer: Encourage larger purchases with deals like Buy 2, Get 1 Free, tiered discounts, or incentives for high cart values (e.g., 40% off orders over $150).
Why It Works:
Cyber Monday attracts customers looking for exclusive deals, particularly those who missed Black Friday.
Bulk offers to tap into holiday gift-buying behaviour and maximize per-customer spending.
Messaging Focus:
Highlight gifting opportunities: “Stock up for everyone on your list.”
Focus on value: “The more you buy, the more you save.”
💡 Example Campaign:
"Cyber Monday: Buy 2, Get 1 Free! Stock up for gifting and save big."
Peak 4: Holiday Gifting (Post-Cyber Monday to Shipping Cutoff)
What is it?
The Holiday Gifting phase targets last-minute shoppers and those seeking thoughtful gifts before the holiday shipping deadline.
Goal: Clear inventory and drive sales with gift-focused offers.
Offer: Discounts on specific items (e.g., BOGO deals) or perks like free gift wrapping to sweeten the deal.
Why It Works:
Many customers wait until December to finalize their holiday shopping, so clear, gift-focused messaging resonates.
Free gift-wrapping or shipping adds perceived value and convenience for last-minute buyers.
Messaging Focus:
Promote ease and convenience: “The perfect gift, wrapped and delivered!”
Highlight urgency: “Order by [date] to guarantee delivery before the holidays.”
💡 Example Campaign:
"Holiday Gift Sale: Buy one, get one free on select items, plus free gift wrapping!"
Why the 4 Peaks Strategy Works
This strategy lets you:
Capture Early Sales: Build momentum in November and lock in revenue before BFCM begins - like I said, you should be doing this already.
Maximize Volume: Go big during Black Friday and Cyber Monday to take advantage of high shopper intent.
Extend Your Sales Window: Keep customers engaged and shopping through December with gifting-focused offers.
By tailoring your offers and messaging to each peak, you’ll stand out from the competition and create a consistent flow of sales throughout the holiday season.
Creative Variety Resource Giveaway:
Your brand’s ability to scale is directly tied to the variety of your ad creative.
So, we've spent weeks collecting and compiling this MASSIVE deck of 100x creative types your brand needs to scale, and I’m giving it away for free.
How We Can Help You
Apply to work with Brick. Operate a brand spending $30k+ per month on ads? If you're ready to scale to $1M+ per month and beyond, consider working with our team at Brick. We keep our client roster small, and when brands join, they rarely leave. We don’t often have openings, but if you're serious about growth: Book a call with Toby here.
Want my team to audit your ad accounts and ad creative for free?
We'll examine every aspect of your acquisition strategy, identify issues, and create a custom growth plan—all in 50+ slides tailored to your brand. There are no strings attached, and it won’t cost you a dime. Apply Here!Follow us. If you’re not already following me, now’s the time! I share free resources, in-depth case studies, and daily e-com insights to help you scale your brand—follow along and level up your game: LinkedIn / Twitter.
