How to turn BFCM shoppers into loyal customers

Every holiday season, I notice a familiar story play out in retail. A brand drives “record-breaking” Black Friday revenue… only to realize weeks later that Q4 profit was down YoY and Q1 sales have started soft. I call this the “promotion paradox” – the illusion of success created by short-term revenue spikes. The fact is that “extra” Black Friday / Cyber Monday sales often aren’t incremental. Many would have happened anyway, just at a different time and at full price. What deep discounts are doing is simply shifting demand into a short window, which leaves retailers with thinner margins and slower starts to the next quarter. I wrote about this and more for Retail TouchPoints (link in comments), where I unpack how retailers can build holiday sales strategies that achieve sustainable results. A few ways to start: ✓ Ask: “What do we expect sales to look like without this promotion?” ✓ Use holdout testing to understand the incremental lift of promotions ✓ Run smaller, category-specific offers instead of sitewide sales ✓ Track cohorts to see whether discount shoppers become loyal customers Holiday promotions aren’t going anywhere. But only retailers who focus on incrementality will turn short-term revenue spikes into lasting growth.

“…BCG’s annual Black Friday Consumer Study reveals shoppers actively comparing prices, demanding discounts and transparency from retailers, and using generative AI to help. End-of-year sales events including Black Friday, Cyber Monday, and Singles’ Day have become global spending rituals, with consumers increasingly strategic and deliberate in their shopping.Consumers want value, fairness, and consistency, with “x% off everything” still the most popular deal choice.While gifting remains relatively strong, shoppers are also treating themselves and buying essentials at year-end sales.GenAI usage is surging across all countries, with 48% of consumers having already used or planning to use it around 2025 sales events…“ https://on.bcg.com/438R2XH

🛍️ Black Friday 2025: How to Spot Real Deals (and Avoid Fake Discounts) As Black Friday 2025 approaches, the excitement for unbeatable deals is building. But behind the flashy "up to -70%" promotions, many discounts are nothing more than clever marketing tricks. 🎯 If you want to make smart purchases and avoid fake promotions, here’s your go-to guide: 🚩 Red Flags for Fake Discounts 1- Inflated reference prices: Some sellers raise prices weeks before Black Friday to make discounts seem bigger. 2- Fake countdowns: “Only 2 hours left!” but the deal lasts for days. 3- Artificial scarcity: “Only 3 items in stock!” to create urgency. Misleading comparisons: Discounts based on prices that were never actually charged. ✅ How to Spot Genuine Discounts - Compare prices across platforms: Use tools like Idealo, Google Shopping, or Keepa to check if the deal is truly unique. - Check price history: Tools like CamelCamelCamel or Keepa reveal whether a product’s price was artificially inflated before Black Friday. - Look for real -50% or more: Authentic discounts often apply to older models, refurbished items, or overstocked products. If a trending item claims a huge discount, dig deeper. 🛠️ Must-Have Tools for Smart Shopping * Keepa: Tracks Amazon price history. * CamelCamelCamel: Monitors price drops for various products. * Idealo & LeDénicheur: Compare prices across multiple retailers. * Google Shopping: Get a broad view of pricing trends. 🧠 Pro Tips for a Smarter Black Friday - Prepare a wishlist: Focus on 2-3 products you genuinely need. - Avoid impulse buys: If a deal pressures you to act immediately, step back. - Check return policies & warranties: Some Black Friday deals exclude after-sales service. - Subscribe to brand newsletters: Get early access to verified promotions. 🛡️ Know Your Rights Since 2023, EU regulations require sellers to display the lowest price from the last 30 days before a promotion. If a deal seems too good to be true, take a screenshot—it could serve as evidence later. This Black Friday, let’s shop smarter, not faster. Take a moment to verify, compare, and make informed decisions. Your wallet will thank you! 💡 What are your go-to strategies for spotting real deals? Share your tips below! 👇 #BlackFriday2025 #SmartShopping #ConsumerTips #RealDeals #FakeDiscounts #ShopSmarter

BCG’s latest Black Friday Consumer Study put numbers to a feeling I’ve had for years. Year-end “sales” are now a season—and shoppers have become strategists. Many start scouting in October, keep options open until the last minute, and use AI to compare, shortlist, and sanity-check the deal. Nearly half plan to use AI this year; almost 4 in 5 plan to shop. The frenzy has been replaced by discipline. Why should retailers care? Because the conversion battle has moved upstream—to discovery, to marketplaces, and to AI surfaces. Shoppers still love stores, but they default to omnichannel and do much of the deciding before your promo ever hits their inbox. If you’re not visible (and credible) early, the best discount might not save you. Three moves to win this season (and the next): 1. Show up where AI looks: clean product data, clear specs, honest comparisons. Treat the “AI shelf” like prime real estate. 2. Make value obvious: simple “x% off everything,” transparent math, and ~30% as the psychological threshold. Complexity kills trust—and conversion. 3. Promise made = promise kept: staff, stock, and last-mile readiness turn seasonal traffic into loyalty. Most shoppers still blend online and store; deliver seamlessly across both. Bonus insight for branding and promotions: AI space is brand agnostic. Unless customers specifically asks about it, AI has no motivation to push your name upfront (as would do a nicely tailored ad), rewriting visibility rules. https://lnkd.in/d-FTnMXY

Preparing for Black Friday: Business Strategies for 2023 Black Friday is just around the corner, and businesses are gearing up for what promises to be a bustling shopping frenzy. Are you ready? To maximize sales and customer engagement this year, businesses are focusing on several key strategies: - Early Customer Acquisition: Starting early with customer outreach and marketing efforts is crucial. This means making sure your brand is visible and on the minds of potential buyers even before the shopping season kicks into high gear. - Smart Discounts: Choosing the right discounts that attract shoppers but still align with brand values is essential. Not every sale needs to be a steep cut; it's about creating value. - Strategic Timing: Timing sales to align with larger brand goals can make all the difference, ensuring that promotions support long-term growth rather than just short-term gains. - Demand Planning: Preparing for increased demand by optimizing inventory and supply chain processes ensures businesses can meet customer needs without a hitch. - Engagement: Keeping your audience engaged with targeted content and offers will help maintain interest throughout the season. For more in-depth strategies, check out the full playbook on how [Brands Prep for Black Friday](https://lnkd.in/ggWz-pxT). How is your business preparing for Black Friday? Share your strategies! #BlackFriday2023 #Ecommerce #BusinessStrategy #CustomerEngagement #SalesPlanning

⚡️ ️ Black Friday is near. For businesses, it's not just a sale —, it's the most profitable period of the year when competition for the customer's attention is maximum. In order not to «burn» budget and not lose buyers in the last step — preparation should start now. Here's an extended checklist to help pass Black Friday confidently and with results: ✅ 1. Analyze past campaigns Which channels gave the most sales? Which audiences worked best? Which offers went worse? 💡 Do not repeat past mistakes — use data. ✅ 2. Optimize the site and mobile version 🔹download speed < 2 seconds 🔹minimize the number of steps to purchase 🔹be sure to check your Apple Pay /Google Pay payment 🔔 70% of purchases come from the phone. If the mobile version limps — there will be no sales. ✅ 3. Prepare UTP and bonuses 🔹first order gift 🔹free shipping from a certain amount 🔹time or quantity limits ⏳ People buy when there is a feeling of scarcity. ✅ 4. Start warm-up in 2–3 weeks 📌 Communication strategy: 🔹teasers (we are preparing something big...) 🔹collection of email /subscribers through the form «early access» 🔹VIP start for those on the waiting list 🧠 Warm audience buys 2–3 times more often. ✅ 5. Use omnichannel Email + SMS + push + remarketing in Meta/Google When the customer sees the offer in different channels —, he returns and completes the purchase. ✅ 6. Check the readiness of the team, warehouse and logistics 🔹will the product be enough? 🔹are managers ready to respond quickly? 🔹or worked out after-sale support? 🚚 The worst thing that can happen is — to collect an order and not deliver it on time. ✅ 7. Work through repeat sales Most companies stop after buying. And need: 🔹send a letter after purchase with an offer of an additional product (upsell) 🔹create a series of mailings «While the discount is valid — use more» 🎯 Black Friday = not a single sale. This is an opportunity to get a regular customer. 💬 Remember: discount ≠ strategy Strategy = analysis + plan + communication + automation. Save the post to use before running 🔁 And if you want —, I can prepare a checklist in PDF + mailing template. 🚀 Preparing for a record season? #marketing #blackFriday2025 #BlackFriday #sales #performance #ads #smm #business #ecommerce #digitalmarketing #growthmarketing #leadgeneration #PPC #adindexagency

Black Friday doesn’t have to be a guessing game. Here are 5 simple ways to get your brand in front of the right shoppers (and actually convert them). #marketingtips #ecommerce #blackfriday #sales

Ever feel overwhelmed by online shopping? 🧠 According to the Baymard Institute (they’ve analyzed over 5,000 checkout flows from top ecommerce brands), the average cart abandonment rate worldwide is still around 70%. 📉 And here’s the kicker: more than half of those drop-offs don’t happen because of price. They happen because of mental friction. Too many form fields. Hidden fees. Confusing steps. 😵💫 People pause — and never come back. That tiny pause? ⏸️ It’s the most expensive 30 seconds of Black Friday and Cyber Monday. Because it’s the gap between wanting to buy and actually buying. The best brands? They design for that gap. 🧠 They don’t just optimize for clicks — they optimize for calm. 😌 Because on BFCM, it’s not speed that converts. It’s simplicity. 🖤 Baymard’s 2024 study even found that removing just one unnecessary field can boost conversion by up to 35%. Not because people are lazy — but because clarity builds trust. 🤝 So before your next “early access” or “flash sale” goes live, ask yourself: 👉 Can someone buy from you in under 30 seconds — without second-guessing a single step? Here are three quick ways to design for calm this BFCM: 1️⃣ Reduce form fields. Every extra one adds friction. Even removing one can lift conversions by 35% (But do A/B test this first!) 2️⃣ Show the total cost upfront. 💰 Hidden fees are the #1 reason people abandon their carts. Transparency is a sales strategy. 3️⃣ Add progress cues. ✅ A simple “2 steps left” message can reduce anxiety and increase completion rates by 20–25%. This year, the real BFCM advantage won’t be who shouts the loudest or discounts the deepest. It’ll be who makes buying feel effortless. 🪶

Shoppers don’t drop off because of price — they drop off because of friction. This BFCM, our CEO Peter, shares 3 simple ways to make buying effortless 👇