The Ultimate BFCM Prep Guide for DTC Brands
Why BFCM Still Matters (Even If You’re “Not Doing Discounts”)
Black Friday and Cyber Monday aren’t just about deep discounts anymore — they’re about attention. Whether you’re a minimalist brand avoiding markdowns or a DTC powerhouse planning your biggest sale of the year, BFCM is the moment your audience is most primed to buy. You can’t afford to show up unprepared, because your competitors will.
At Sharpcom, we see BFCM as more than a weekend — it’s a conversion event built weeks in advance.
1. Warm Up Early: Email & SMS Are Your Engine
By the time your BFCM sale starts, your list should already be warmed up.
Think of every message in November as an on-ramp to intent:
Build anticipation — tease early access or “VIP” sale lists.
Segment smartly — target high-value repeat buyers with early unlocks, and nurture window-shoppers with small incentives.
Sync your email + SMS — consistency between channels amplifies urgency.
Pro tip: Create one unified “BFCM Journey” flow that merges welcome, browse, and abandoned cart automations with BFCM urgency baked in.
2. Audit Your Storefront Experience
BFCM traffic can double or triple your normal load — make sure your store is ready:
Test page load speeds (aim for <2.5 seconds).
Check mobile UX — 75% of BFCM orders happen on phones.
Update product titles, descriptions, and metadata for SEO.
Simplify checkout — remove distractions and autofill wherever possible.
Bonus tip: Set up post-purchase upsells or thank-you page offers to capture repeat intent.
3. Don’t Just Discount — Strategize Value
Instead of blanket discounts, create perceived value:
Bundle high-margin products or “complete the look” sets.
Offer free gifts with minimum purchase.
Use tiered rewards: “Spend $100, get 20% off — spend $200, get 30% off.”
Highlight limited quantities to build urgency.
The key is framing — make it feel like an upgrade, not a markdown.
4. Creative, Not Generic
Your content needs to stand out in a sea of sameness:
Use motion (GIFs, quick cuts, reels) to break scroll fatigue.
Keep visuals on-brand, but inject contrast for urgency.
Write subject lines that don’t sound like BFCM spam — test curiosity hooks or emotional angles.
5. Plan for Post-BFCM Retention
The real win comes after the chaos.
Set up a “BFCM thank you” flow to re-engage new buyers.
Turn BFCM buyers into long-term subscribers or VIPs.
Use early December to survey, upsell, or introduce new drops.
Sharpcom Takeaway
Your BFCM strategy should not be reactive — it should be architected.
Brands that plan their campaigns early (creative, tech stack, automation, analytics) outperform by 30–50%.
Don’t wait for Black Friday to start thinking about Black Friday.
Start today — optimize every step, from click to checkout to retention.
