2025 BFCM Marketing To-Do List

Key Takeaways

1. Early preparation, segmentation, and list hygiene are essential for peak-season success.

2. Coordinated campaigns across email, SMS, social, and banners increase engagement and conversions.

3. Testing subject lines, creative, and automations before BFCM ensures stronger performance.

4. Post-BFCM and holiday messaging can extend revenue and retention beyond peak shopping days.

5. Data-driven promotions aligned with inventory and margins protect profitability while driving sales.
   
   

The Black Friday/Cyber Monday period continues to be the single largest opportunity for retailers each year. In 2025, early preparation and smart segmentation will determine who captures attention and who loses it to competitors. Sales are starting earlier, shoppers expect clear messaging, and every channel from email to SMS to social & site banners, needs to work together. This to‑do list will walk you through a timeline to keep your campaigns sharp, profitable, and on schedule!

Pre‑BFCM Prep (Now → October)

The groundwork starts months ahead. Use this time to clean lists, test automations, and align your creative assets.

• Audit channels: Review email and SMS deliverability. Remove inactive subscribers and ensure compliance. Deliverability issues in September or October can kill peak‑season results.
  
  
• Segment and grow lists: Clean out unengaged contacts and capture new leads via popups, quizzes, or gated offers. Segment by loyalty, purchase behavior, and engagement. Segmented campaigns outperform generic sends.
  
  
• Creative alignment: Build a campaign content calendar with all channels mapped to key shopping dates. Include email, SMS, and social messaging to create consistent communication.
  
  
• Test and optimize automations: Review welcome flows, abandoned cart sequences, and win-back campaigns. Test subject lines, hooks, and CTA placement. Minor changes now can generate major lift later.
  
  
• Forecast-driven promotions: Align offers with inventory and margin goals. Planning in advance protects profitability and avoids overselling.

Starting early sets a foundation that makes the peak season manageable rather than chaotic.

October → Early Momentum

October is about warming up your audience and re-engaging lapsed buyers. Use seasonal messaging and early offers to build momentum before the BFCM rush.

• Halloween promotions: Playful, time-sensitive messaging increases engagement without relying on massive discounts.
  
  
• Win-back campaigns: Target lapsed customers with personalized offers. This primes your lists for November campaigns.
  
  
• Final list growth push: Launch last-chance sign-up campaigns for SMS and VIP access. Shoppers who opt in now are more likely to convert during BFCM.
  
  

At this stage, campaigns should feel natural and timely rather than aggressive. A steady build helps you secure strong inbox placement and engagement when November arrives.

November → Peak Preparation & BFCM Execution

November is the critical ramp to peak shopping days. Veterans Day and Thanksgiving serve as soft launches and prep points for BFCM weekend.

• Veterans Day (Nov 11): Test subject lines and creative. Track engagement and adjust messaging. Soft launches help identify what resonates.
  
  
• Thanksgiving (Nov 27): Gratitude-focused messaging primes inbox placement. Keep communications warm and customer-focused.

BFCM Weekend (Nov 28–Dec 2):

• Black Friday (Nov 28): Launch your strongest offers. Use countdown timers, limited stock notifications, and bold visuals to create urgency.
  
  
• Small Business Saturday (Nov 29): Emphasize local or independent value. This messaging appeals to purpose-driven shoppers.
  
  
• Cyber Monday (Dec 2): Highlight digital exclusives or curated bundles. Clear calls to action capture last-minute online spend.
  
  

During this period, monitor performance hourly. Real-time data lets you adjust offers, messaging, or targeting to drive the best results. Cross-channel alignment ensures that emails, SMS, social ads, and site banners all reinforce the same promotions.

December → Post‑BFCM & Holiday Extension

BFCM is not the end of the season. Post‑BFCM and holiday messaging can extend revenue and retention.

• Hanukkah (Dec 22–30): Niche, segment-driven offers for relevant audiences. Bundles and themed gifts perform well.
  
  
• Christmas (Dec 25): Target late shoppers with gift guides, digital cards, and expedited shipping options.
  
  
• Boxing Day (Dec 26): Focus on clearance or “treat yourself” promotions. Keep messaging confident and direct.
  
  
• New Year’s Eve (Dec 31): Inspire early-year purchases. Frame products as tools for new routines or resolutions.
  
  

Ongoing retention efforts are a necessity. Post-purchase flows, loyalty offers, and evergreen nurture sequences reduce buyer decay and maintain engagement beyond the peak season.

Ongoing Best Practices

• Subject lines matter: Treat each as a micro-promise. Make it clear what the reader will get and deliver on it.

• Cross-channel alignment: Messaging across email, SMS, ads, and banners should reinforce the same offers.

• Creator testing: Collaborate with creators to test messaging angles. Authentic content provides insight into what captures attention.
  
  

The 2025 BFCM season will reward preparation, discipline, and data-backed strategy. Follow this timeline, test early, and coordinate messaging across channels. When done correctly, every step drives sales while protecting margins and customer trust.

Need an assist? Reach out to Arctic Leaf for a free BFCM 2025 audit. We’ll review your email, SMS, and campaign strategy, pinpoint opportunities, and help you maximize every dollar this season. Don’t leave peak sales to chance. Let’s make this your most profitable BFCM yet!