30 Days To BFCM: The Complete Playbook
The countdown is on — Black Friday Cyber Monday (BFCM) is almost here.
Everywhere you look, you see things like “you should start planning four to six months in advance.”
Sure, planning early helps. But here’s the truth most guides won’t tell you: it’s not too late to make this your biggest sales season yet.
If you start now and use the next four weeks strategically, you can still attract new shoppers, re-engage existing customers, and turn the BFCM rush into long-term growth.
This isn’t another checklist — it’s a week-by-week BFCM action plan designed for Shopify merchants. You’ll learn how to boost app installs, drive real engagement, and convert seasonal traffic into loyal customers who stick around well beyond the holiday hype.
Your Goals for the Next 4 Weeks
Before diving in, let’s talk about your goals for the big sale event.
I know, “offer discounts no one can resist and sell as much as possible,” right?
That’s the typical BFCM mindset every brand slips into. And yes, it’s part of the game. This is the season to move stock fast and chase those record-breaking numbers.
But here’s the thing: if that’s your only focus, you’ll end up with short-term wins and long-term headaches.
Because relying solely on your website and heavy discounts means endless competition, thinner margins, and one-time shoppers who vanish as quickly as they came.
Here’s what we know: According to Shopify’s BFCM data, mobile orders accounted for over 80% of traffic. So syncing your app and website is no longer optional.
Standing out in the BFCM chaos requires something more strategic.
A 5-star shopping experience for the deal-hungry shoppers flooding in for their Black Friday picks. And you know what? Your competitors are starting to realize it too, and your customers are already waiting for you there: your branded mobile app.
Your direct, distraction-free channel where you can guide shoppers toward the offers you want them to see, deliver an experience they’ll love, and turn discount-driven buyers into loyal, repeat customers long after BFCM ends.
If you’ve shopped with brands like Zara or H&M, you’ve probably noticed that their banners and emails often encourage customers to download the mobile app for early access to Black Friday deals.
This will show you just how much a mobile app now is a must especially in a seasonal event like this one.
The 4-week playbook before BFCM:
WEEK 1: Set the Foundation & Decide Your Campaigns
- Decide your game plan:
Define the theme, offers, and schedule for your Black Friday campaign. Identify which collections you’ll discount and what messaging connects them all. Consistency matters more than complexity now.
- Define your app-exclusive benefits:
Define app-exclusive perks like early access, extra discounts, or limited collections. These exclusives give shoppers a real reason to open the app first when the sales begin.
- Update your website banner and homepage:
Turn your web traffic into app users right away. Add a prominent banner or popup inviting visitors to “Download the App for Early Access.” Make sure the visuals match your campaign design, so it feels like one continuous journey from your website to your app.
Updating your website banner is important year-round, so always make sure it includes an invitation to download the app.
Why this matters:
This week sets the tone for everything that follows. Defining your theme, discounts, and exclusive offers early helps you keep your messaging consistent across channels — and consistency is what makes shoppers remember your brand once the BFCM noise starts.
WEEK 2: Warm-Up Campaign & Activation
- Launch your warm-up campaign:
Kick things off with a light pre-BFCM campaign to create buzz and clear out older stock. Use this period to move slower items and prepare your logistics for the big weekend. Think of it as your soft opening before the real show begins.
- Warm up across all your channels:
Don’t rely on just one communication line. Each channel has a role in this activation:
Push notifications: Reignite your existing app users. Send short, energetic teasers like “Your early access is about to begin.”
Email marketing: Reactivate subscribers. Share sneak peeks, app download links, and early discount codes.
SMS: Perfect for quick reminders or countdowns for the SMS users from your customer base.
Social media: Start the hype. Drop hints, post behind-the-scenes videos, and remind followers that “the biggest deals will only be available in our app.”
Website: Use it to announce special offers and discounts for your visitors, and add banners that highlight your exclusive app deals, inviting them to download the app for a faster, more personalized shopping experience.
Why this matters:
This week is your chance to re-engage dormant audiences before everyone else floods their inboxes and notifications. By warming them up now, you build familiarity and anticipation so they’re already thinking about your brand when the big sale drops.
WEEK 3: The Tease Before the Storm
- Go from warm-up to build-up:
Create multiple showcases to tease upcoming offers, new drops, or “coming soon” collections. You don’t have to reveal everything, give just enough to make shoppers want to come back.
Finalize your campaign visuals, content and check your inventory to make sure everything is ready before the launch.
- Lock in your audience:
Set up “early access” campaigns for app users. Offer them 24-hour priority shopping or extra discounts for being in the app community. This makes customers feel valued and gives you a head start before the BFCM noise hits full volume.
- Test before launch:
Use this week to fine-tune everything. Test your push notifications and in-app campaign timing to find when your audience is most responsive, so you can hit the sweet spot during the big weekend.
Don’t forget your website. Make sure it can handle high traffic and loads fast on mobile and desktop. A slow or unstable site during BFCM can cost you valuable sales. Ensure all your channels — app, website, email, and SMS — are aligned and ready to go live together.
Why this matters:
This week bridges excitement and readiness. Strategic teasing keeps shoppers curious without exhausting them, and testing your systems now prevents technical issues when it counts. You’re turning interest into intent; the most valuable state before BFCM.
WEEK 4: The Big Week — Go All In
- Launch your main campaign:
Schedule your main notifications to go live as soon as your sale starts. Keep messages short, bold, and direct, leading users straight into discounted collections or limited-time offers.
- Stay personal and fast:
Re-engage the app users who haven’t purchased yet with “Still thinking?” notifications, while thanking and rewarding those who already did.
The post-purchase communication matters — send a quick “Thanks for shopping with us — new drops are coming soon!” to keep them in the loop.
- Keep offers fresh:
Don’t let your app and your website look the same all weekend.
Rotate your showcases to spotlight different discounts and collections throughout the sale, in both your website and your mobile app.
- End strong with a comeback plan:
As the main event closes, extend your campaign slightly for latecomers or “missed out” customers.
A quick follow-up campaign titled “Still want in?” can bring an extra wave of revenue and remind users to stay connected through the app.
Extra tip: After the big weekend, send a push saying: “We’re restocking your favorites — stay tuned!” to keep momentum going.
Why this matters:
This is when momentum meets execution. Having your notifications, in-app campaigns, and website banners scheduled in advance gives you room to monitor performance and make smart, data-driven adjustments in real time.
AFTER BFCM: Keep the Momentum Rolling
When the dust settles and carts slow down, don’t hit pause. This is the moment to turn your BFCM spike into lasting growth.
Use the data and momentum you’ve built to your advantage:
- Analyze what worked best:
Review which offers, push notifications, or in-app campaigns brought the most conversions.
- Re-engage new users:
Send a thank-you message, tease upcoming drops, or invite them to join your loyalty program.
- Keep the app active:
Launch a post-BFCM campaign like “Restocks & New Arrivals” or “Holiday Specials Continue” to keep users browsing and buying.
Every action here helps you carry your BFCM energy into the rest of the season, not as a one-off success, but as the start of a stronger, more loyal customer base.
Why this matters:
Most brands go silent after BFCM, that’s your chance to stand out. Continuing engagement right after the rush turns one-time buyers into loyal customers who stick around for holiday and future sales.
What to expect after this 4-week plan:
By following this 4-week playbook, you’ll do more than just survive the season. You’ll set yourself up for long-term wins.
You’ll keep your audience active across every channel, clear inventory efficiently through your pre-campaign, and hit record sales during your main event.
Even better, you’ll grow your app user base and have a community you can easily retain post-BFCM.
With more app sessions, engaged push subscribers, and loyal customers returning to shop again, you’ll be able to run extended promotions for the next two months, turning one big sales weekend into a long-lasting growth cycle.
Conclusion
BFCM isn’t over until it’s over, and even if you’re starting one month before, you can still achieve amazing results because what matters the most are the strategies you use.
Your mobile app gives you that edge: a direct, distraction-free space to connect with customers, showcase your best offers, and deliver a shopping experience they’ll remember.
Don’t chase quick wins during this sales period. Build momentum, deliver a better shopping experience, and use every notification, showcase, and campaign to bring customers closer to your brand.
If you’re still stressed about preparing everything last minute or think building a mobile app strategy for BFCM will take too long, Shopney can guide you through it all — so you can relax and enjoy the big event!
Let’s figure out your Shopify store’s BFCM strategy together after you book a demo call with us here.
