Winning Ecommerce Tips for Black Friday & Cyber Monday

As the digital shopping landscape continues to evolve, these two annual retail giants are more critical than ever for e-commerce businesses. Black Friday and Cyber Monday are no longer just days of discounts; they’re now major shopping events that can make or break your year.

Discover the essential strategies for success during these critical shopping days. From planning to leveraging the latest marketing trends, we’ll guide you towards thriving in this challenging environment. 

What does BFCM mean in marketing?

BFCM stands for “Black Friday, Cyber Monday.” It’s a popular acronym used in marketing to refer to the four-day shopping weekend that starts with Black Friday (the day following Thanksgiving in the United States) and ends with Cyber Monday (the Monday following Black Friday). This shopping period is known for its significant discounts, promotions, and deals offered by retailers both online and in physical stores.

Many businesses, especially in the retail and e-commerce sectors, use BFCM as an opportunity to boost sales, clear out inventory, and attract customers with special offers. It has become one of the most important shopping events of the year, and consumers often plan their purchases around this time to take advantage of the discounts and promotions.

Black Friday and Cyber Monday Trends 2023

The holiday shopping season continues to kick off earlier than ever, with this year being no exception, states a report by Omnisend. In the face of high inflation causing uncertainty in consumer spending habits, ecommerce brands have felt the pressure to secure sales early to prevent a potential decline in purchases.

Consumers expect significant discounts.

Despite a decrease in inflation, shoppers still feel the impact compared to pre-pandemic times and are now more cautious with their spending. According to research conducted by KPMG, 55% of consumers have already cut back on non-essential expenses in 2023. 

Consumers are strategically waiting for BFCM (Black Friday and Cyber Monday) discounts to save on specific purchases, particularly during the festive season. Therefore, retailers must anticipate and deliver significant discounts this year.

The biggest Black Friday & Cyber Monday yet

With the pandemic-induced restrictions of 2020, many shoppers opted to stay home and took advantage of online shopping. However, in 2021, people were more willing to step outside and explore retail stores. As a result, eCommerce sales in the U.S experienced a slight decline from $9 billion to $8.9 billion (according to SaleCycle).

However, in 2022, eCommerce sales returned, reaching an astounding $9.12 billion. Cyber Monday continues to dominate as the ultimate shopping day, with a staggering $11.3 billion spent in the U.S alone in 2022.

The biggest Black Friday & Cyber Monday yet

2023 is set to be the largest-ever BFCM event. Cyber Monday is expected to surge in order volumes, making it a prime opportunity for e-commerce businesses to offer their most enticing discounts.

The majority of online shopping occurs on mobile devices

Mobile devices continue to dominate Black Friday and Cyber Monday purchases, with a significant increase in 2022. According to Shopify, 73% of sales on their platform during BFCM 2022 came from mobile, compared to 71% in the previous year. 

Interestingly, mobile usage fluctuates throughout the BFCM weekend. Adobe reports that on Thanksgiving when people are more likely to be shopping on the go, 55% of sales were made on mobile devices. This percentage drops to 43% on Cyber Monday when individuals return to work and shop on a desktop. 

This year, expect a continued rise in online orders made through mobile devices. 

Marketing efforts to start earlier than ever

The holiday shopping season continues to kick off earlier than ever, with this year being no exception, states a report by Omnisend. A survey by Google revealed that, “as of mid-October, holiday shoppers globally had on average 21% of their holiday shopping complete.”

The competition for shoppers is intensifying, particularly as consumers become increasingly adept at price comparisons to snag the most enticing deals. Consequently, many major retailers rolled out Black Friday and Cyber Monday promotions as early as October and offered holiday sales and promotions through the end of Q4. 

Furthermore, in the face of high inflation, causing uncertainty in consumer spending habits, e-commerce brands are concerned about declining purchase volume. Therefore, marketing strategies are being implemented earlier to attract customers and encourage them to shop to ensure business revenue.

A marathon sales period from summer’s end to the New Year

A marathon sales period from summer’s end to the New Year

As the holidays approach, consumer spending shifts and eCommerce businesses experience a surge in demand. It is crucial to have a robust logistics system in place to handle this increased demand. This begins with closely collaborating with suppliers and utilizing demand forecasting tools to manage your stock levels and avoid overselling or underselling accurately.

The impact of BFCM (Black Friday and Cyber Monday) will continue into the New Year, with gift-related returns extending throughout January. To prevent a backlog and ensure maximum customer satisfaction, it is essential to have a reliable returns management system that quickly makes resalable items available to customers.

Tips to sell for Black Friday and Cyber Monday

Search engine optimization

Identify holiday relevant keywords

For a more practical approach, focus on purchase-intent keywords. Look for keywords with high search volumes, low competition, and vital relevance to your business. 

For example: “Cotton sweater” can be a valuable keyword as it provides a specific solution to the consumer’s issue. Using optimized keyword phrases will yield better results than overly broad or generic phrases like “Warm clothing”.

Build Cyber Monday and Black Friday landing pages

Boost your website’s Black Friday and Cyber Monday search ranking by creating targeted landing pages. Analyze the keywords commonly used by your target audience and use Google Trends to determine popular combinations. 

Build Cyber Monday and Black Friday landing pages

You can significantly benefit your site by building unique pages for each product you plan to showcase. Be sure to start making these pages in November – create them now to optimize and give search crawlers time to scan and rank your site. 

Use a recurring URL for your landing page, such as “/collections/black-friday/” rather than adding a specific year. Google recommends this and will provide more SEO value. After creating your page, add it to your site’s XML sitemap and navigation, ensuring that site crawlers can easily find and index your pages.

Optimizing CTA

CTA copy optimization

Make your CTA’s more effective with personalized copy that highlights the benefits. Instead of generic phrases like “Click Here” or “Download Now,” experiment with more personalized and attention-grabbing language. 

Optimizing CTA

For example: Discover a much personalized copy CTA to encourage customers to sign up for the course: instead of “Register Now”, you can use “Get 3-day trial free” or “Boost your skill with 50% off.”

Optimizing your CTA visuals

By experimenting with different colors and animations, you can determine which combinations are most effective at capturing attention. If you currently rely on basic hyperlinks, testing more eye-catching buttons or forms may be worth testing to attract more potential customers.

Optimizing CTA placement

Product pages with multiple CTA placements limit your chances of attracting conversions. Placing CTAs in multiple locations distracts from the main message and disrupts the reader’s experience. Businesses must strike a balance by adequately properly aligning the CTA’s placement with the content.

Optimize headlines

Harness the power of numbers

According to research by Conductor, headlines containing numbers are likely to increase click-through rates by 36% compared to headlines without numbers. Most people are strongly impressed by numbers because they are easy to grasp, clear, and specific. Therefore, to capture the reader’s attention, you can incorporate numbers into the headlines of your articles.

Keep it short 

Optimize headlines

Recent studies suggest that approximately seven-word headlines are ideal for optimal performance. They provide enough information to entice a click without overwhelming the reader.

Embrace simplicity 

The best headlines are easy to read and instantly convey what readers need to know. Ditch the outdated incentive headlines and opt for informative, straight-to-the-point headlines that ensure visitors find the correct information on your site.

  1. Install a chatbot on your Shopify site.

Shopify chatbots streamline tasks by extracting data from your store. This automates essential customer interactions, inventory checks, return processes, and sales promotions. 

Providing prompt customer support is crucial during a busy period such as Black Friday. A chatbot ensures you can meet this demand efficiently.

Optimize social proof using 

You can build trust and credibility with your online consumers by strategically placing different social proof statements, such as product reviews, testimonials, and total numbers of customers and sales. 

Optimize social proof using 

Proving that your product is loved and used by a large community of satisfied customers is essential in building a solid foundation of trust from the very beginning. 

Get the most out of paid media campaigns

To maximize the effectiveness of your advertising campaigns, it is important for companies new to paid social or those with little experience running large campaigns to test and collect data consistently for a month. This will help you determine which platforms are most effective for your brand.

Google Ads

Google Ads is a dominant force in the online advertising space, reaching over 72% of users worldwide, according to Net MarketShare. With Google Ads, you can effectively target specific audiences through keyword targeting.

When running Google Ads, optimize your data feed in your Merchant Center account. This will allow you to pay for shopping ads and showcase your products through free listings on Google. 

Highlighting your shipping fulfillment options and holiday return windows within your data feed can help attract customers. According to Google’s research, 78% of U.S. holiday shoppers prefer stores that offer free shipping.

Facebook Ads 

Facebook Ads provide unparalleled targeting capabilities. By utilizing data captured from your Facebook pixel, you can create niche audiences and refine your target audience by demographics, shopping behaviors, locations, and even your competitors’ audience members. 

To maximize Facebook advertising, consider testing various ad types such as product showcase videos, brand awareness videos, single image photo ads, carousel ads, and dynamic product ads. By experimenting with these ad formats, you can find the most effective way to engage and convert your target audience.

Warm-Up old & current customers with email marketing

Sales announcement 

Sales announcement 

Crafting a straightforward and easily understandable email can have a significant impact. When recipients open your email, they are eager to discern the benefits they can gain. By ensuring your call to action and advantages are explicit, you can maximize your conversion rates. Remember to incorporate your offer in the email subject line and prioritize the call to action, making it the recipient’s initial focal point.

Focus on your abandoned cart rates

By strategically implementing pop-ups on your website, you can capture the attention of potential customers and encourage them to complete their purchase. 

And here’s an extra tip: leverage the power of limited-time Black Friday-only offers in your pop-ups. This sense of urgency will drive customers to take action immediately.

Referral codes

Referral marketing can be a powerful tool for your brand, especially on Black Friday. You can boost your email subscribers’ excitement by sending them referral codes or rewarding their efforts with gift cards or more significant discounts. By encouraging referrals, you attract new customers and show appreciation for your loyal ones.

Animated emails

You can use GIFs to highlight special discounts, and limited-time offers or announce Black Friday weekend deals. The graphic size can be simple, as the goal is to capture readers’ attention with a glance.

The copy you write and the motion graphics you include need to work together with a compelling call-to-action (CTA).

Animated emails

Best-Selling product giveaway

Capture your audience’s attention with an irresistible giveaway of a top-selling product. Excite and engage your end-users by hosting a contest that will leave them wanting more. 


Crafting ecommerce tips for Black Friday and Cyber Monday in 2023 requires a multifaceted approach that encompasses meticulous planning, customer-centricity, and adaptability. These two shopping events represent significant business opportunities to boost their sales and brand visibility, but success is not guaranteed.

Following the tips outlined in this blog post, you can position your e-commerce store for success during the Black Friday and Cyber Monday shopping frenzy.

IMP provides digital marketing services for global ecommerce companies. Our solutions help businesses increase their profits sustainably and reduce dependency on paid media.