Black Friday / Cyber Monday (BFCM) isn’t just a shopping weekend — it’s an opportunity to reset the momentum of your entire Q4. Your customers are primed to buy - not just for themselves, but for the people they care about. But if you approach it with a quick-discount mindset, you’ll likely spike your sales… and your stress.
And remember - it’s not just about revenue. It’s about profit. Are you actually profitable at the end of each campaign? Top-line vanity, bottom-line sanity. Money talks, right?

Here’s what high-performing brands are doing differently:

Inventory & Cash Flow
The last thing you want is to miss out on sales because you’re out of your bestselling sizes, colours, or SKUs. Back your stock (if you can), now's the time to get your ratios right, back your winners, and order with intention.

Success Leaves Clues
Review what worked (and what didn’t) last year. What did your competitors push? If you're not subscribed to their emails (you should be), check out milled.com, a free email repository showing you exactly what brands sent last BFCM. You’re welcome.

Segmentation & Flow Overhaul
Email segmentation is just the beginning. You also need to update every automation: abandon cart, browse abandon, welcome series, post-purchase - even your pop-ups. Everything should speak to your BFCM offer and timing. And don’t sleep on VIP access - offering early perks to high-value customers can drive conversion and reduce discount dependency. Plus this a great way to boost your email list early and create loyalty with your audience.

Smart Offers: Tiers, Bundles, Loss Leader, Oh My!
Avoid the race to the bottom. Instead, use tiered incentives (“Spend $150, get a bonus gift”), gift-ready bundles, and one strategic loss leader to bring new customers in. But be tactical - you don’t want to train your audience to only shop during sales. Reward action, not hesitation.

Retention Begins on Day One
The BFCM shopper is your biggest opportunity for long-term growth. Set up post-purchase flows that delight, educate and upsell. Use this moment to deepen loyalty, increase LTV, and bring them back before the next discount cycle.

The best brands treat BFCM as a campaign, not a weekend. It’s a carefully planned, data-led opportunity to build momentum - and do it profitably.

If you're ready to sharpen your Q4 strategy, increase your profit, and scale with less chaos, book in a free discovery call with me here.