Black Friday and Cyber Monday (BFCM) can be a goldmine… or a total flop…. Depending on how you play your cards. And while everyone’s focused on what to do, we’re flipping the script and diving into what not to do during the biggest sales weekend of the year.
1. Don't wait until last minute
Your audience is already being bombarded with deals. If your emails and social posts are rushed or poorly timed, you’ll be lost in the noise. Plan early, schedule smart, and don’t wing it. The earlier you plan, the more room you have to test, tweak, and refine your campaigns before the big weekend. It also means you can avoid the stress of scrambling when things inevitably go wrong. A little organisation now saves you a whole lot of chaos later.
2. Avoid generic messaging
“Big Sale! Don’t Miss Out!” 👀 Yawn. If your emails and captions sound like everyone else’s, they’ll be ignored like everyone else’s. Be specific, highlight value, and keep it on-brand. Your copy should sound like you, not a clearance bin. Think about what makes your brand irresistible and weave that into every message. Maybe it’s your playful personality, maybe it’s your quality guarantee, or maybe it’s your sense of community. Your unique angle is your secret weapon - use it to cut through the noise and speak directly to your audience.
3. Don't forget your mobile audience
Over 60% of people shop on mobile during BFCM , if your email or landing page isn’t mobile-friendly, you’re basically asking them to bounce. That means buttons need to be thumb-friendly, text needs to be readable without zooming, and checkout flows should feel smooth. If your site takes forever to load or makes people pinch and swipe just to buy, you’ve already lost them. Be sure to test everything.
4. Don't spam your audience
Yes, it’s a big sales moment, but more emails ≠ more sales. Be strategic with your send times, segment your lists, and respect the inbox. Same goes for social, don’t post for the sake of it. Instead, think quality over quantity. Craft messages that feel tailored and intentional, not like a bullhorn blasting the same message to everyone. A well-timed, relevant email is far more powerful than five forgettable ones. Respect earns attention, and attention turns into conversions.
5. Avoid unclear offers
If your discount requires a math degree to figure out, it’s too complicated. Keep your offers clean, clear, and upfront. Bonus points if the deal feels too good to ignore. Clarity also builds trust. If shoppers feel like they’re jumping through hoops just to unlock a deal, they’ll head elsewhere. Remember KISS (keep it simple…. Silly!)
6. Don't go dark after the sale
Engagement doesn’t end at checkout. Keep the momentum going with thank-you emails, review requests, or post-sale offers. Social media? Show off your community, share behind-the-scenes content, and ride that BFCM wave. Post-purchase communication is your best chance to turn one-time shoppers into loyal fans. Show gratitude, keep delivering value, and remind customers why they chose you in the first place.
Final 2 cents...
BFCM is about more than just blasting out deals, it’s about creating smart, intentional touchpoints that feel human and helpful. So skip the spray-and-pray, avoid the inbox assault, and keep it real.
Need help cleaning up your strategy before the madness starts? Let’s talk!
About the Author of this blog:
Maddie Riehl
Founder and Director of Hey Marketing. Maddie has a passion for all things digital marketing.
She began her career in marketing in 2013. From there she completed a Cert IV in marketing and further developed her skills and knowledge base.
After seeing some flaws in other agency offerings, Maddie wanted to create a marketing agency where things are done a little differently - and so Hey Marketing was born!
