BFCM 2025: The Ultimate Guide for Ecommerce Brands

Shopify’s BFCM report showed that merchants using the platform pulled in $11.5 billion in online sales in 2024 alone, up nearly 24% from $9.27 billion in 2023. 

Klaviyo also forecasted that this year, 77% of consumers plan to spend the same or even more compared to 2024. What’s more, repeat shoppers are expected to generate 14.1% more revenue than last year.

These days, customer loyalty is a key growth engine. Give first-time BFCM buyers a smooth shopping experience, and you can turn them into repeat shoppers who keep coming back.

In this article, we’ll share new trends of BFCM 2025, how you can maximize sales and grow your customer base, and the common mistakes businesses should avoid. Whether you’re a seasoned seller or just gearing up for your first big sale, these tips will help you make the most of the season.

What Is BFCM and Why Does It Matter in 2025?

BFCM stands for “Black Friday Cyber Monday”, and it’s the two biggest shopping days of the year. This year, Black Friday falls on November 28, 2025, and Cyber Monday follows on December 1. Most ecommerce brands now run sales across the entire weekend (sometimes longer).

To prepare for this year’s BFCM, you have to understand how people are shopping this year. Here are some key shifts to pay attention to:

• 24% plan to shop before BFCM weekend starts (Klaviyo, 2025)
• 54% of consumers plan to use AI this holiday season to compare prices, read reviews, and get product recommendations (eMarketer, 2025)
• 81% of shoppers now buy through mobile apps (Tapcart, 2024)
• 3 in 4 shoppers buy across multiple channels (ChannelX, 2024)
• 35% of shoppers will pay extra for eco-friendly shipping (McKinsey, 2025)

If you adapt your strategy to match these trends, you’ll see higher order volumes during the BFCM and more customers placing second orders in the months after.

8 BFCM Strategies to Maximize Your Sales (Before, During, and After)

Now, it’s time to introduce the best strategies you can use to increase your BFCM sales and bring more loyal customers to your business.

#1: Create Teaser Campaigns That Build Real Hype

Teaser campaigns are pre-launch marketing messages that give your audience a sneak peek of your BFCM deals before the sale officially starts. They keep your brand visible while shoppers compare options and plan their budgets.

GoPro ran a teaser campaign on Instagram using a fun Reel. The caption announced their Black Friday sale with details on camera discounts, exclusive deals, and free shipping. It worked because the video grabbed attention while the caption delivered the important information.

You can do the following to build anticipation and help you “lock in” sales even before the holiday shopping starts:

• Send short preview emails to your subscribers with the perks they’ll get (early access, discounts, free shipping).
• Post teaser content on social media showing your bestselling products from last year.
• Offer early bird access to your loyal customers or email list so they can shop before everyone else.

#2: Segment Your Email and SMS Lists for Personalized Offers

You need to make sure that your email campaigns land in front of the right people. 

SmartHQ’s personalization report found that 72% of consumers now only engage with marketing messages that speak directly to their interests. 

So if you want to achieve higher conversion, you have to group your email and SMS lists properly.

You can segment your audience by their purchase behavior, browsing history, or engagement level. For example, if someone bought a laptop from you earlier this year, send them BFCM deals on laptop accessories, monitors, or tech gadgets instead of showing them random products.

By segmenting this way, you send relevant offers to each group instead of blasting the same generic message to everyone.

#3: Optimize Your Site for Speed and High Traffic

BrowserStack’s website load report found that 40% of visitors will leave if a page takes longer than 3 seconds to load. 

People are comparing deals across ecommerce businesses during this holiday shopping frenzy. So if your site is slow, there’s a good chance they will leave your store and just buy from a competitor with faster loading speeds.

What you can do is avoid heavy image files that slow down your pages. If you can’t reduce file sizes manually, use a Content Delivery Network (CDN) to store copies of your site on servers around the world so visitors load the version closest to them. This prevents crashes when traffic jumps during BFCM.

Simplifying your checkout can also help. Remove extra form fields, add guest checkout, and include multiple payment options like credit cards, PayPal, and buy now pay later services.

#4: Offer Branded Order Tracking for Customers 

Nothing makes shoppers more anxious than not knowing where their order is. That’s why a branded order tracking page matters a lot. 

Use your logo, colors, and style to make it feel like “you” and give customers a place to check on their orders anytime. They will visit this page more than any other during BFCM!

Make sure the tracking page shows all order details and live tracking updates so customers always know exactly where their package is. 

A recommended products section can also be added to subtly drive cross-sales. Feature products from the same category, highlight your bestsellers, or promote limited-time online deals. 

And don’t forget shipping notifications. Send updates to your customers when the order ships, when it’s out for delivery, and when it arrives. Every touchpoint like this keeps your customers informed and also builds loyalty.

You may be interested in:

5 Best BFCM Order Tracking Strategies [2025]

#5: Monitor and Manage Delivery Exceptions Proactively

Your team needs to stay on top of order status (even more than your customers do), especially when it comes to delivery exceptions. During high-volume periods like BFCM, a small delivery issue can escalate quickly if you don’t act on it right away. 

Set alerts for any exceptions in your shipment tracking system, so your operations and logistics teams can address the problems at the first time. 

If you use TrackingMore, you can even define which statuses are considered exceptions and which are not. For example, if packages are delayed due to natural disasters, you might not want to alert your customers unnecessarily or create extra workload for your team. In such cases, you can set these statuses as “normal” so your system only flags the issues that truly require attention.

#6: Use Flash Sales and Urgency Without Looking Desperate

Flash sales are limited-time offers where you discount specific products for a short period (usually a few hours to 24 hours).

They create urgency that pushes people to shop online now instead of “thinking about it” and forgetting. Flash sales also help you move inventory fast, boost sales during slower hours, and test which products your audience wants most during this holiday shopping season.

What you can do is create a series of mini flash sales and feature different product categories across those four days. It will encourage your customers to check out right away if they know that product A is only available on Black Friday and not on the weekends. You can also rotate flash sales throughout the day to keep traffic coming back to your ecommerce store.

Pro-tip: Add a countdown timer or “Only 10 left in stock” notifications on your product pages. This will add more pressure to your buyers.

#7: Activate Abandoned Cart Recovery During Peak Hours

According to Maropost’s ecommerce insights, about 70% of shopping carts get abandoned during Cyber Week. If you don’t follow up, you’re losing potential revenue that could easily be recovered.

Send a follow-up email within a few hours, reminding customers of the items they left behind. Keep the message short and engaging. 

Take the North Face as an example. It sends concise abandoned cart emails to build urgency and bring potential buyers back. This gets customers to return while your products are still fresh in their minds.

You can also sweeten the deal with an extra incentive like free shipping or restating the discounted price. Sometimes, a “small push” like covering shipping costs can close the sale for you. 

#8: Improve Customer Communication That Drives Repeat Sales 

If you want to build a good post-purchase experience with your customers, you have to keep them updated after they buy. During and after BFCM, staying in touch with buyers is what separates online stores that get one sale from those that earn customer loyalty.

If a delay or delivery exception happens, reach out first before customers start worrying. Let them know what’s going on and what you’re doing about it.

The same goes for returns and refunds. Update customers when you receive their returns, when it’s approved, and when the refund goes through. Making this process clear and transparent shows you care about their experience even when something didn’t work out.

A few weeks after delivery, follow up with an exclusive discount or early access to your next sale. You can also send a quick survey asking what went well during their purchase and what could have been better. 

That way, you turn BFCM buyers into customers who remember your store when they need something again, not just during the next big sale.

3 Common BFCM Mistakes to Avoid

Here are three common mistakes that we want you to watch out for: 

Overpromising on Shipping Times

Overpromising on delivery times during BFCM creates angry customers, negative reviews, and a flood of support tickets asking where packages are. 

Advertising a 2-day delivery when it actually took 10-12 days because of warehouse backlogs and carrier delays during peak season costs you future sales.

The best way to avoid this is to calculate your delivery times based on real data: your processing time plus the carrier’s transit time. Factor in BFCM order volume, your shipping method, and the customer’s location. 

You can use an estimated delivery time calculator to see how long different carriers actually take between countries.

Ignoring Mobile Optimization

You can see from the BFCM trends that more people use their phones for online shopping. A mobile-friendly experience is now a must.

Check that buttons are large enough to tap, images load properly, and the checkout process doesn’t require constant zooming or scrolling.

Another thing is to enable mobile payment options like Apple Pay, Google Pay, and Shop Pay so customers can check out with one tap instead of typing credit card details on a small keyboard.

A smooth mobile experience not only boosts conversions but also leaves a positive impression of your brand.

Neglecting Customer Support During Peak Hours

The last thing you want during BFCM is your support team buried under “Where’s my order?” emails. Your order volume triples, and WISMO inquiries flood your inbox.

In this case, you need to automate your shipment tracking. TrackingMore gives you one dashboard where you can see shipment status in 1,500+ carriers like USPS, UPS, FedEx, and DHL. When a shipment status changes, the dashboard updates right away so you always know what’s happening with every order. You can also set up automated email and SMS notifications to your customers. 

TrackingMore also offers a powerful tracking API to integrate real-time shipment updates directly into your own systems. Our API guarantees 99.9% uptime and comes with 24/7 customer support, ensuring your operations run smoothly without interruptions.  

What Metrics Actually Matter During BFCM

Do you know which numbers actually tell you if your BFCM is going well or not? Tracking the right metrics helps you catch problems and improve your strategy for the next day or the next year.

Here are the key metrics you need to monitor:

• Conversion rate: Shows how many visitors buy something. If it drops during peak hours, your checkout process or page load times might be the problem.
• Average order value (AOV): Tells you if people are adding more items per purchase. If your bundles or upsells aren’t working to boost sales, try different product combinations or change your messaging. (You want bigger carts, not just more traffic.)
• Customer acquisition cost (CAC): Reveals how much you’re spending on ads and marketing to get each new customer. If this number gets too high, your BFCM profit margins shrink fast.
• Cart abandonment rate: Shows how many people leave without finishing checkout. A sudden spike usually means something broke in your checkout flow.
• Shipping performance: Late deliveries fail to meet customer expectations and lead to negative reviews during the holiday shopping frenzy. Monitor carrier performance in real time so you can switch providers or warn customers before complaints pile up.

Conclusion

BFCM 2025 gives you a chance to build repeat customers, not just make sales during four days. The strategies we covered work toward the same goal: getting first-time shoppers to buy from you again after November ends.

Start your marketing campaigns early to attract more customers and make sure your website runs smoothly during Black Friday, with a particular focus on the mobile experience. 

Once orders start coming in, keep the communication with your customers proactive. Notify them promptly about important shipping updates, whether everything is going smoothly or there are any delays, so they feel valued and informed. This is especially important for first-time buyers, as these updates help build trust in your brand and increase the likelihood of repeat purchases.

None of this would be possible without a reliable order tracking system. TrackingMore is an order tracking software designed specifically for e-commerce and is trusted by major brands worldwide for providing accurate and timely tracking updates.

International brands like SHEIN and DJI use TrackingMore’s Tracking API to improve shipping visibility and enhance the post-purchase experience for their customers.

Ready to set up automated tracking for BFCM? Try TrackingMore free for 14 days >

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