How to Prepare for Black Friday (as an Ecommerce Brand)

Black Friday/Cyber Monday isn’t just another sale. It’s the most competitive, chaotic week of the year for ecommerce. Costs spike, inboxes flood, and customer attention is scattered everywhere.

The brands that win aren’t the ones with the biggest discounts. They’re the ones that plan ahead, lock in their channels, and create a direct line to their best customers.

This guide gives you a clear, actionable playbook to prepare:

• How to structure offers that drive AOV and repeat sales
• How to make your site and app “conversion ready”
• How to use owned channels (especially push notifications) to cut through the noise
• And how to avoid the common mistakes that cost brands six figures in missed revenue

Follow this checklist, and you’ll not only maximize revenue during Cyber Week, but also set yourself up for stronger retention and LTV going into the new year.

TL;DR – How to Win Black Friday

• Plan early. Start 6–8 weeks out with site fixes, offer planning, and building your push + app audience.
• Keep your offers simple. A clear, bold headline discount beats complicated promos. Use app-only perks (early access, exclusive bundles) to stand out.
• Prioritize high-margin owned channels. Margins are squeezed by discounts + higher CPMs. Push notifications and your app cut through instantly.
• Optimize for mobile. The majority of sales happen on phones. A fast app + checkout flow is non-negotiable.
• Get serious about cart abandonment. Abandoned cart push flows can recapture 20%+ of otherwise lost revenue.
• Follow a playbook. Morning “live now,” midday nudges, and evening “last chance” pushes keep momentum all weekend.
• Think beyond BFCM. Use the surge to drive app installs, subscriptions, and repeat-purchase products for long-term LTV.

Black Friday is your best shot to grow owned channels and lock in high-value customers. Treat it as the launchpad for retention, not just a weekend of revenue.

Why BFCM is Different This Year

Black Friday is no longer just a weekend. It’s a full season. Promotions start earlier, run longer, and competition is fiercer than ever.

Here’s what makes it different now:

• Mobile dominates. More than 70% of traffic and the majority of orders happen on mobile. If your mobile experience isn’t seamless, you’re leaking revenue.
• Customer acquisition is expensive. Paid media CPMs and CACs spike by 2-3x during Cyber Week, making it tough to profit if you rely on ads alone.
• Your customers have inbox overload. Customers are drowning in emails and SMS during BFCM. Even your loyal subscribers will miss messages simply because of volume.
• Attention is fractured. With every brand competing for attention, distractions are everywhere. Keeping your customers in a distraction-free environment is key.

Bottom line: competing in rented channels (ads, email, SMS) is a losing margin game.

The brands that win are the ones that invest in owned, direct channels – like mobile apps + push notifications, which cut through the noise and keep customers close.

Learn more: Black Friday Ecommerce Trends to Watch For

Offer & Merchandising Strategy

Black Friday is about offers. There’s no way around that.

Your offer is your headline. Get it wrong, and nothing else will save you.

Here’s how to approach it:

• Keep it simple. Customers don’t have time to decode complicated promos. A clear “30% off sitewide” or “Buy 2, Get 1” beats stacked exclusions every time.
• Use offers that drive AOV. You want customers buying more, not spending less. Layer in free shipping thresholds, free gift with purchase, or cross-sell bundles to raise cart sizes.
• Plan inventory waves. Don’t blow all your bestsellers on Day 1. Hold back stock for Cyber Monday and restock triggers to keep momentum alive.
• Use exclusivity. Exclusivity, like app-only perks, is a cheat code for running exciting BFCM deals without major discounts. Give early access (24–48 hours), exclusive bundles, or limited drops to app users and VIPs.
• Use BNPL as a conversion lever. Highlight flexible payment options (Afterpay, Klarna) to reduce checkout friction on higher-ticket baskets.

Bottom line: a winning BFCM offer is bold, easy to understand, and designed to maximize both immediate conversion and long-term value. 

Sweeten the deal with app-only exclusives to lock in your best buyers where they’re most likely to repeat.

Channel Plan (Owned, Paid, Earned)

Getting the channel mix right during BFCM is crucial.

Everything’s more competitive. Paid CPMs are up 58%, and overall CACs are 2.5-3x higher. Your goal is to scale channels that bring those numbers down.

Here’s an idea of how to mix in different acquisition & retention channels effectively:

Owned

• Push notifications: Your most powerful lever. They cut through noise, drive instant traffic, and convert abandoned carts better than any other channel.
• Email/SMS: Still key, but expect lower visibility due to inbox overload. Tighten segmentation and send windows to avoid fatigue.
• App: Anchor promotions in your app; dedicated sale hub, banners, early-access gates.

Paid

• Be prepared for up to 3x higher costs. Front-load budgets in the days leading up to Black Friday when attention is high but costs aren’t maxed out yet.
• Creative strategy: Highlight urgency, app-only perks, and exclusive bundles.
• Retargeting: Shorter retargeting cycles than normal (capture attention while excitement is still high).

Earned

• Creators & affiliates: Arm partners with unique codes or app-download links to create urgency.
• PR & community buzz: Announce early-access windows or special drops that only happen in the app.

Bottom line: Don’t fight the noise with email and ads alone. A multi-channel strategy is key; and a mobile app + push notifications gives you a competitive edge that not all brands have.

Read more: Push Notification Ideas & Best Practices for Black Friday

Site/App Readiness

If your site or app slows down or breaks during BFCM, you’re leaving serious money on the table. 

Your website should be fast, clean, and frictionless. Pages need to load instantly, PDPs should clearly show pricing, shipping, and returns, and checkout must be as simple as possible with one-tap wallets and guest checkout enabled. 

Run load tests in advance so traffic surges don’t crash your store.

On the app side, think of it as your control center for BFCM. 

Create a dedicated sale hub so deals are front and center, refresh icons and banners with seasonal creative, and make sure push notifications deep link directly to the right PDP or offer. 

Early access sales can be gated for app users to drive installs and reinforce loyalty.

Finally, run a full QA sweep across top devices and checkout flows. Bugs, broken coupons, or failed payments are the kind of small cracks that turn into six-figure losses under peak traffic.

Bottom line: performance and speed are the baseline, but an optimized app experience gives you the edge, keeping customers in a distraction-free environment built for conversion.

Drive App Installs Before BFCM

The more app downloads you have before Black Friday, the more leverage you’ll have when the weekend hits. 

Every install puts your brand on the customer’s home screen and unlocks the ability to reach them instantly with push notifications; something email and ads can’t guarantee during the noisiest week of the year. 

A major part of your BFCM prep should be:

• Launching an app (if you don’t have one already)
• Building your app user base (and push list) as much as possible before Black Friday hits

By growing your app audience now, you’re effectively building a direct-response channel that doesn’t cost you per send, doesn’t get lost in inbox clutter, and consistently converts higher than mobile web.

To maximize installs ahead of BFCM, seed app prompts across your entire customer journey: 

• Smart banners on-site
• Reminders in checkout
• App mentions in email/SMS
• QR codes on packaging and order confirmations. 

Pair these with strong incentives like early access or app-exclusive bundles to give shoppers a clear reason to download before the sale begins. 

The payoff is huge. By the time Black Friday rolls around, you’ll have a larger pool of customers you can activate instantly, at zero incremental cost, while your competitors fight for space in crowded inboxes and expensive ad auctions.

Bottom line: think of app installs as your BFCM leverage. The bigger your app audience going into November, the more direct reach, control, and revenue you’ll unlock when it matters most.

Don't have an app yet? There's still time. MobiLoud can help you launch fast, while retaining a great user experience, by converting your website into an app. Get a free preview of your app to see what's possible, and move forward in time for Black Friday.

Recovery & Automations

Cart abandonment is brutal on mobile (typically 85%+). And it gets even worse during BFCM when distractions are everywhere. 

That’s why recovery flows and automations need to be dialed in well before the weekend starts.

At a minimum, you should have:

• Abandoned cart push notifications and emails firing within minutes
• Browse abandonment reminders
• Low-stock and price-drop triggers ready to go

Push notifications stand out here. Unlike email or SMS, they reach your customer instantly and drop them back into their cart or PDP with one tap. 

We’ve seen brands convert over 20% of abandoned cart pushes at times – numbers that can add six figures in revenue during Cyber Week.

Automations also help you avoid leakage when your team is at its busiest. With flows running in the background, you can capture sales from shoppers who would otherwise slip away while your team is handling live campaigns.

Bottom line: during BFCM, every lost cart is lost revenue. Prepping automations (especially push) ensures you recover those sales at scale without adding manual workload.

Day-of Execution Playbook (Friday → Monday)

BFCM weekend moves fast. Make sure you have a playbook in place, that ensures you’re not scrambling in the moment, and that every push, email, and offer lands at the right time.

Here’s a proven cadence to anchor your schedule:

• Morning: “Live now” pushes and emails to kickstart momentum
• Midday: Reminders and urgency plays (“Only a few hours left,” “Selling fast”)
• Evening: “Last chance” messaging to close out the day with a surge

Lead the way with push – it’s your lowest-cost channel, and best on a user-for-user basis.

Your app should back this up with a live “Sale Hub” where deals update in real-time, so customers never wonder what’s left.

Follow with email & SMS to capture a wider net (as well as paid ads, which should be set up and ready to turn on from Friday, or whenever your promo starts).

Don’t forget segmentation. Prioritize VIP customers with early alerts, re-target browsers with personalized reminders, and hit dormant customers with one strong, simple offer. 

On the ops side, set up a “war room” for monitoring traffic, CX tickets, and inventory. Assign owners, have macros ready, and keep a rapid-response plan for stockouts or tech hiccups.

Bottom line: the brands that win BFCM they orchestrate the weekend, they don’t play it by ear. With the right cadence, segments, and push-driven urgency, you can stay top-of-mind from Friday morning through Monday night.

Post-BFCM Retention Plan

For many brands, BFCM ends on Monday night. 

These are the brands that come away with nothing to show for the weekend but low stock and little profit.

The real winners are the ones who turn that surge of new customers into long-term loyal buyers.

Here’s how to do it:

Shift gears from discounts to value

Once Cyber Monday closes, don’t keep blasting discounts. Instead, send content that adds value—style guides, setup tips, tutorials, or gift recommendations. These build trust and keep customers opening your app and push notifications without burning them out on constant promos.

Acquisition that leads to retention

Your goal shouldn’t just be to make sales. It should be to acquire long-term buyers.

Most BFCM buyers will forget about you by January – they bought from 20 other brands at the same time.

Focus your efforts on acquiring customers who are more likely to stick. 

• Promote products with high repeat-purchase potential
• Push subscription and other high-LTV products
• Use the sale as a driver of app downloads.

When you shift the lens to retention, you ensure you’re building a base of customers who will deliver LTV long after Cyber Week ends.

Drive the second purchase

The most reliable way to increase retention is getting new buyers to purchase again quickly. 

After someone buys, start setting the stage for their next purchase.

You can use post-purchase flows, loyalty nudges, and personalized “complete the look” bundles to drive that crucial second order. Or just follow up with non-salesy messages (email, push) that keep your brand in the customer’s mind until they’re ready to buy again.

Bottom line: BFCM is the biggest acquisition spike of the year, but retention is where the real profit is. By engaging new customers immediately through your app and push, you transform one-time buyers into your highest-LTV audience.

Common Mistakes & Missed Opportunities

Every year, brands leave six or even seven figures on the table during BFCM because of preventable mistakes. Here are the big ones to avoid:

Over-Relying on Email & Ads

Email, SMS, and paid ads are at their noisiest and most expensive during Cyber Week. If these are your only levers, your message will get buried or cost too much to convert. Push notifications cut through with speed and visibility.

Waiting Too Long to Finalize Offers

Brands that wait until the last week to lock offers end up scrambling, leading to confusing discounts, margin leaks, or sloppy execution. Your headline promos should be planned, and tested, at least two weeks out.

Ignoring App Installs During Peak Traffic

BFCM brings your biggest traffic spike of the year. If you’re not actively driving app downloads, you’re wasting the chance to grow your owned channel when the audience is at its largest and most engaged.

Skipping QA & Load Testing

Many stores break under peak load. From broken discount codes to failed checkouts, these small cracks turn into huge losses during BFCM. Pre-launch QA and stress testing aren’t optional.

Having No Post-BFCM Plan

Treating BFCM like the finish line is a costly mistake. Without a post-Cyber Monday retention strategy, most of your new buyers will disappear by January.

Bottom line: avoid these pitfalls, and you’ll be ahead of most brands. Plan early, use BFCM to grow your owned channels, and think beyond the weekend if you want lasting results.

The 8-Week BFCM Prep Checklist

Here’s a week-by-week breakdown of how to prep in the leadup to Black Friday:

Weeks 8–7: Foundations

Get the basics locked in: speed optimizations, checkout flows, and core automations. Choose your push provider, draft your offers, and start building your BFCM creative.

• Fix site speed and checkout friction
• QA PDPs (price, shipping, returns clarity)
• Set up abandoned cart, browse, and low-stock automations
• Lock push infrastructure and begin drafting offers

Weeks 6–5: Grow Your Audience

Use this window to build your owned channels – especially your app and push list. The more reach you have before November, the more leverage you’ll have.

• Add app CTAs across site, checkout, and email/SMS
• Launch an install landing page
• Seed QR codes on packaging and inserts
• Kick off influencer/affiliate content tied to “early access”

Weeks 4–3: Prime Engagement

Start training your audience to expect messages and getting them excited for what’s coming.

• Send weekly pushes (teasers, content, light promos)
• Announce “BFCM coming soon” in-app hub
• Test push creative and copy variations
• Segment VIP customers for early access lists

Week 2: Lock It In

No more guessing. Your offers, bundles, and schedule should be finalized.

• Confirm discounts, exclusions, and bundles
• Prep VIP/app-only perks
• Schedule pushes and emails for launch weekend
• Refresh app icons, banners, and splash screens

Week 1: Hardening

Now it’s about execution readiness. Stress-test everything before the traffic surge hits.

• Run load tests for traffic and push volume
• Full QA of site, app, and automations
• Prep CS macros and escalation workflows
• Push countdown live across all channels

BFCM Weekend: Execution

Stick to your playbook, monitor closely, and stay agile.

• Push + email cadence: morning live, midday nudge, evening last chance
• Monitor inventory and swap banners quickly for stockouts
• Keep real-time triggers live (low stock, restock, price drop)
• Run war room ops: traffic, CX, and campaign dashboards

Weeks +1–4: Retain

Don’t let the wave fade. This is where you turn short-term revenue into lasting growth.

• Launch second-purchase flows and loyalty nudges
• Send content-led pushes (guides, gift ideas, UGC)
• Host an app-only drop or VIP event
• Analyze cohort performance (app vs. web, push revenue, repeat rates)

Bottom line: this timeline ensures you’re not scrambling. Start early, build owned-channel leverage, and you’ll hit Black Friday with a plan instead of panic.

Final Thoughts

A successful Black Friday for your brand is about preparation, control, and execution. 

The brands that come out on top are the ones that start early, build leverage in owned channels, and keep customers engaged long after Cyber Monday ends.

A mobile app and push notifications give you that edge. They cut through the noise, lower your reliance on crowded channels, and create a direct line to your best buyers. 

Pair that with clear offers, a flawless shopping experience, and a retention-first mindset, and you’ll carry the momentum from Black Friday into the year ahead.

If you don’t have a mobile app yet, there’s still time. MobiLoud can help you launch in just a few weeks, giving you a powerful tool to turn Black Friday attention into long-term retention.

As long as your website is already mobile-friendly, you’re already 90% of the way there. Get a free preview now to see what’s possible, and discuss with our experts how we can help you win BFCM.