Black Friday and Cyber Monday in 2024 weren’t just about discounts—they were about strategy.

Brands that thrived prioritized starting campaigns early, personalizing messages, and using multiple channels to reach shoppers. These approaches didn’t just boost sales but reshaped how businesses engage with their audiences. If you’re looking to understand what worked and how to prepare for the year ahead, you’re in the right place.

The Importance of Early Campaigns

Retailers who got a head start on Black Friday and Cyber Monday (BFCM) campaigns in 2024 saw the rewards of being proactive. Analyzing trends and best practices from last year reveals that early planning does more than boost revenue—it changes how customers perceive value, allocate budgets, and shop for the holidays.

Consumer Behavior Shifts

Buyers in 2024 showcased a shift toward early purchasing habits, driven by a desire to manage finances and avoid last-minute stress. Shoppers began hitting “Add to Cart” as early as three weeks before Thanksgiving. This early activity wasn’t accidental. It aligned with consumer concerns about inflation, spreading out budgets, and minimizing crowds and shipping delays during peak holiday seasons.

Why did this change stick? Convenience and preparation were key. According to surveys, nearly 59% of shoppers cited budget management as the top reason for starting early. This gave them more control over spending, reduced financial strain, and allowed them to secure deals before stockouts hit. Additionally, with pre-BFCM promotions from major players like Amazon influencing shopping timelines, smaller brands had to jump on the bandwagon to remain competitive.

For consumers, starting early is less about chasing deep discounts and more about the psychological relief that comes with completing tasks ahead of schedule. Brands that embraced this new normal found themselves at the top of shoppers’ minds, enhancing both trust and loyalty.

Brand Strategies for Early Launches

Successful brands didn’t wait for Thanksgiving week to make an impression—they planned campaigns to build momentum weeks in advance. Here’s what worked for many:

• Teaser Discounts: Some retailers launched “soft sales” or exclusive early-access deals for loyal customers. This helped create urgency and rewarded returning buyers while locking down early conversions.
• Targeted Messaging: Using predictive analytics, brands identified which customer segments were most likely to start buying early—like families budgeting for gifts or cost-conscious Gen X shoppers. Customized email and SMS messaging based on previous purchase behaviors turned browsers into buyers without overwhelming inboxes.
• Content-Driven Engagement: Brands like Dr. Squatch adopted gamified shopping experiences, offering tiered discounts through “unlockable” goals. This format created excitement and encouraged higher cart values.
• Social Media Previews: Companies leveraged platforms like Instagram and TikTok to preview holiday collections or showcase limited-edition items. Early buzz meant shoppers were ready to buy the second deals went live.
• Bundled Offers: For cost-conscious shoppers, brands bundled popular products for a lower overall price, making it easier to check multiple names off shopping lists with one purchase.

Data from BFCM 2024 showed that over 40% of email campaigns launched by the Monday before Thanksgiving already featured discounts, a crucial move to capture early demand. Brands that integrated predictive tools to send emails at peak engagement times even saw their marketing ROI multiply.

By pulling holiday campaigns forward, these brands not only captured revenue earlier in the season but also eased the pressure on shipping operations during the late-November crunch.

The lesson for 2025? Early campaigns aren’t just a trend—they’re a necessity for staying relevant and visible in a rapidly shifting retail landscape.

Personalization in Marketing

Personalization isn’t just a buzzword—it’s become a cornerstone of effective marketing in 2024. With so much data at their fingertips, brands are customizing their campaigns like never before, creating deeper connections and higher conversions. Let’s break down how businesses are rethinking personalization to improve customer experiences.

Understanding Customer Preferences

To personalize effectively, businesses first need to truly understand their customers. This isn’t about guessing—it’s about using data to uncover what buyers want.

By analyzing purchase history, browsing behavior, and even location data, brands can create a detailed picture of their audience’s preferences. For example:

• What products are trending among specific demographics?
• How do seasonal shifts impact purchasing decisions?
• What time of day are customers most likely to interact with a campaign?

The rise of AI tools has made this process faster and more accurate. Predictive analytics, for instance, can forecast trends, allowing brands to tailor campaigns in advance. When businesses know what their customers want before they do, it’s a win-win—shoppers feel understood, and brands see higher engagement.

Segmented Marketing Approaches

Once preferences are mapped out, the real power of personalization comes into play: segmentation. Forget broad, untargeted ads; today’s shoppers expect content that speaks directly to them.

Take, for example, a skincare brand. Instead of blasting the same promo to everyone on their email list, they might:

• Send anti-aging product recommendations to subscribers over 40.
• Highlight acne-targeted solutions to a younger audience.
• Use past purchase data to offer complementary products, like moisturizers to those who bought a cleanser.

When brands get granular with their messaging, consumers don’t feel sold to—they feel cared for. This approach not only improves conversion rates but also builds long-term loyalty. Customers are far more likely to return to a brand that “gets” them.

Utilizing User-Generated Content

Personalization doesn’t end with emails and ads. User-generated content (UGC)—things like reviews, testimonials, and social media posts—takes personalization to the next level.

Why does UGC work? Simple. People trust other people. Before making a purchase, most shoppers browse reviews or check Instagram tags to see real-life experiences. By showcasing authentic UGC, brands demonstrate transparency and build consumer confidence.

For instance:

• Featuring a glowing review in a promotional email to hesitant buyers.
• Using customer photos of a product in use on social platforms.
• Setting up a “real people, real results” section on product pages.

The more real and relatable the content, the more shoppers feel connected to the brand. UGC acts as both social proof and a way to humanize the shopping experience—critical for standing out in a sea of generic ads.

Personalization has evolved far beyond inserting someone’s name into an email. It’s about embracing data, understanding individual needs, and crafting experiences that feel tailor-made. When done right, it’s the kind of marketing that doesn’t just sell a product—it builds relationships.

Multi-Channel Marketing Strategies

Black Friday and Cyber Monday (BFCM) 2024 proved that multi-channel marketing isn’t optional—it’s essential. Shoppers today expect brands to meet them wherever they are, whether it’s their inbox, phone, social media feed, or local store. The brands that thrived during BFCM weren’t just present on multiple channels; they orchestrated seamless interactions between them, creating a cohesive and engaging customer journey. Let’s dive into what made these strategies work.

Integrating SMS and Email Marketing

When SMS and email marketing work together, the results speak for themselves. Both channels have their strengths—email is great for detailed promotions, while SMS shines with immediacy. By combining them, businesses multiplied their reach and engagement.

Why does this combo work so well? Think of SMS as the nudge and email as the storytelling tool. For instance, brands sent personalized discounts via email, then followed up with an SMS reminder when the sale was about to end. This simple strategy ensured no offer went unnoticed.

Key approaches that delivered results:

• Real-Time Updates: SMS was used to alert customers instantly about flash sales, while emails provided richer product details.
• Complementary Messaging: Emails laid out the details (like discounts or bundles), while SMS created urgency with short and direct reminders.
• Abandoned Cart Recovery: A reminder email followed by an SMS on carts left behind brought higher recovery rates.

This dual-channel approach kept shoppers informed and engaged without overwhelming them, making it a mainstay strategy for high-performing brands.

Utilizing Social Media Effectively

Social media isn’t just where shoppers hang out—it’s where purchasing decisions are often made. During BFCM, platforms like Instagram, TikTok, and Facebook became critical touchpoints for interacting with customers.

Successful brands didn’t treat social media as a standalone tactic. Instead, they synced their efforts across channels. For example, a brand might showcase sneak peeks of deals in Instagram Stories while linking them to email or SMS campaigns for immediate purchase.

What worked on social media?

• Exclusive Deals for Followers: Brands rewarded followers with early access codes or Instagram-only flash sales.
• Interactive Content: Polls, countdown timers, and live videos helped keep engagement high leading up to the shopping weekend.
• User-Generated Content (UGC): Featuring customer reviews and unboxing videos convinced on-the-fence buyers to take the leap.

This channel wasn’t just about selling—it was about building excitement and trust. When customers saw consistent messages across email, social media, and SMS, they felt confident about clicking “buy now.”

In-Store Promotions and Local Strategies

Physical stores played a key role in BFCM 2024’s multi-channel strategies, proving that brick-and-mortar isn’t dead—it’s evolving. By blending online efforts with offline tactics, brands created value beyond pricing.

Stores offered unique advantages during BFCM:

• Localized Offers: Many brands sent targeted email or SMS campaigns to customers near specific store locations, promoting in-person exclusives.
• Interactive Experiences: Some stores hosted events, like product demos or holiday celebrations, to draw foot traffic.
• Click-and-Collect Options: Customers shopped online and picked up in-store, avoiding shipping delays while increasing in-store sales opportunities.

Bringing online and offline together didn’t just drive sales. It also enhanced brand loyalty by offering personalized experiences customers couldn’t get from online-only competitors. Brands like Tecovas demonstrated this beautifully, using email and SMS to invite local customers to nearby stores for perks like free fittings or beverages.

Multi-channel marketing in 2024 wasn’t just about being everywhere. It was about creating an interconnected experience, ensuring customers could move across platforms and touchpoints with ease. From inbox to Instagram feed to in-store shelves, the brands that got it right saw the difference in their sales.

Case Studies from Successful Brands

Understanding what works during Black Friday and Cyber Monday (BFCM) is all about learning from those who got it right. Below, we’ll explore case studies from brands that excelled with early launches, personalized strategies, and multi-channel integration.

Early Launch Success Stories

Some brands didn’t wait for the final countdown. They kicked off their BFCM campaigns weeks in advance, and the results were impressive. For instance:

• Dr. Squatch’s Holiday Warm-Up: By rolling out small, early discounts and gamified shopping experiences, Dr. Squatch managed to generate excitement without overwhelming their customers. Their early promotions allowed customers to spread out spending, making it easier to budget.
• Amazon’s Influence on Planning: While not exclusive to smaller brands, Amazon starting its Black Friday deals in early November set a precedent for the entire e-commerce sphere. Many companies adjusted to this timeline by launching their campaigns earlier, ensuring they weren’t left behind.

What’s the takeaway? Starting early isn’t just about getting ahead—it’s about giving consumers the time and mental bandwidth to shop stress-free.

Personalization Success Stories

Personalization isn’t just adding a first name to an email; it’s about making customers feel understood. Here’s how brands made personalization work during BFCM:

• Crown Affair’s Segmented Emails: This luxury haircare brand leveraged AI-powered segmentation to identify what each customer needed. From hair masks to scrunchies, product recommendations were personalized based on past purchases.
• Tecovas’ Localized Messaging: Tecovas sent targeted campaigns to subscribers near their physical stores, offering in-store exclusives during BFCM. These included invitations to events where customers could enjoy unique experiences like fittings or complimentary beverages.
• Clothing Brand Gamification: Another brand used customers’ previous browsing habits to gamify purchases. Discounts were awarded in a tiered structure, tailored to items they had shown interest in earlier that year.

Personalization made these brands stand out. It wasn’t just about selling products; it was about knowing exactly who was buying and what they wanted.

Multi-Channel Integration Examples

Multi-channel strategies helped brands meet consumers wherever they were, whether on mobile, email, social media, or in-store. Here’s how it worked:

• SMS + Email for Timely Offers: Many brands paired emails with SMS to create a one-two punch. They announced deals via email and sent text follow-ups to remind shoppers about sales deadlines, ensuring their offers didn’t fall through the cracks.
• Social Media Funnels: Video commerce played a huge role in BFCM 2024, with brands like Firework driving engagement through TikTok-style videos embedded on their websites. These short, shoppable clips allowed users to purchase without leaving the video.
• Click-and-Collect to In-Store Offers: Brands like Target used a mix of online shopping and in-store pickups to create simplified customer journeys. Buyers could shop deals online and pick up items in-store, where exclusive discounts encouraged further purchases.

What’s the common thread? Integration. By combining digital and physical, these brands gave the customer a seamless and unified shopping experience.

Each of these success stories showcases the value of being early, personal, and everywhere. If you’re looking ahead to BFCM 2025, these examples prove that strategy and execution go hand in hand.

Preparing for BFCM 2025

As we inch closer to Black Friday and Cyber Monday (BFCM) 2025, it’s clear that the strategies to succeed will build upon what worked in 2024 while adapting to fresh consumer expectations. To stay ahead, businesses must focus on understanding evolving trends and stretching their marketing creativity.

Embracing Consumer Trends: Identify consumer trends that may continue into 2025

Consumer behavior doesn’t change overnight, but it adapts in fascinating ways influenced by technology, economic environments, and cultural shifts. Heading into 2025, several trends observed during the last BFCM are likely to evolve further:

• Shift to Value-Driven Purchases: Shoppers showed an increased preference for quality over steep discounts. Lower discount ranges, such as 10–25%, saw higher conversions because consumers prioritized trustworthy brands and well-reviewed products over rock-bottom prices.
• Omnichannel Shopping Journeys: Online-to-offline behaviors became the norm. More buyers completed purchases in-store after browsing deals online, motivated by convenience or urgency. This trend underscores the importance of bridging the gap between digital campaigns and physical retail.
• AI-Enhanced Personalization: From product recommendations to optimized messaging times, AI tools helped brands serve hyper-relevant experiences. As personalization remains key, we’ll likely see brands becoming even sharper at tailoring offers and communication to meet individual needs.
• Reliance on Social Proof: User-generated content (UGC), reviews, and influencer endorsements were pivotal in driving decisions. Expect consumers to lean even more heavily on these trusted sources as the crowded digital landscape pushes authenticity high on the list of priorities.
• Early Shopping Comforts: The habit of early bargain hunting isn’t going anywhere. Shoppers will continue spreading out holiday purchases weeks before Thanksgiving to avoid financial strain, delayed shipping, or inventory issues.

For brands, understanding these habitual shifts is a must. Approaching 2025, investing in tools to measure customer sentiment, analyze data, and act on insights will help businesses remain relevant and responsive.

Evolving Marketing Strategies: Suggest how brands can continue to innovate their marketing strategies

Standing out during BFCM isn’t just about being louder; it’s about being smarter. In 2025, brands can innovate by refining the way they connect, engage, and convert buyers. Here’s how:

• Prioritize Multi-Touchpoint Strategies: Consumers bounce between email, SMS, social media, and physical stores. To adapt, brands should ensure consistency across all platforms. For example:
  • Use SMS for timely updates like flash sales.
  • Highlight user stories on Instagram to build trust.
  • Encourage in-store pickups with personalized email offers.
• Lean into AI for Campaign Optimization: AI tools can predict the best times to send marketing messages and even recommend product bundles based on past behavior. Besides increasing ROI, these insights empower marketers to craft campaigns that feel timely and intuitive.
• Explore Live Shopping Events: Platforms like TikTok and Instagram have made live shopping an irresistible tool. Brands showcasing products live and offering exclusive, time-limited discounts during streams created urgency and intimacy—ideal tactics to try in 2025.
• Resurrect Localized Marketing: National campaigns remain essential, but there’s power in personal touches. For example:
  • Create location-specific advertisements.
  • Offer exclusive deals tailored to local preferences (e.g., bundles for snowy regions or coastal areas).
  • Run small events, giveaways, or meetups at physical stores.
• Capitalize on Social Media Ads: Platforms like Instagram and TikTok dominate BFCM engagement. Allocate ad spend wisely, promoting video content that connects emotionally, whether it’s through humor, storytelling, or real-life testimonials.
• Expand Early Access Campaigns: Reward loyal customers with early-access deals before Thanksgiving. Exclusive invitations feel like VIP perks, strengthening existing relationships while capturing early revenue.

With BFCM 2025 around the corner, innovation lies in combining data-driven strategies with humanized touches. By embracing emerging technologies without losing sight of personal connection, brands can strike the perfect balance between efficiency and authenticity.

Conclusion

BFCM 2024 proved that success hinges on starting early, tailoring interactions, and creating seamless multi-channel experiences. These strategies helped businesses stay ahead by addressing consumer needs at the right time, with the right message, and on the right platform.

As 2025 approaches, it’s essential to refine these tactics. Test campaigns earlier, embrace personalized messaging, and build bridges between channels to guide shoppers effortlessly from discovery to purchase.

The brands that adapt to these evolving consumer behaviors will lead this year’s holiday season. What’s your plan to stand out?

Frequently Asked Questions

Why is starting BFCM campaigns early so important?

Starting campaigns early helps brands capture shoppers preparing their budgets and reduce competition. It also builds trust and allows for better inventory management ahead of the peak shopping period.

How does consumer behavior during BFCM reflect broader shopping habits?

Many shoppers now prioritize convenience and financial planning, starting purchases weeks before Thanksgiving. This trend reflects a growing preference for early, stress-free holiday shopping.

What is a practical way to personalize marketing during BFCM?

Use customer data like purchase history to create targeted email or SMS campaigns. For example, recommend complementary products based on past orders or seasonal trends.

How do multi-channel strategies improve BFCM performance?

Multi-channel marketing ensures customers experience a consistent journey across platforms. Combining SMS, email, and social media drives higher engagement and conversions.

What role does gamified shopping play in BFCM success?

Gamification, such as tiered discounts or unlockable rewards, keeps shoppers engaged and increases cart values. It also creates excitement around purchases.

Do customers value discounts or quality more during BFCM?

Quality is gaining importance, with shoppers favoring reliable, well-reviewed products over deeper discounts. Value-driven purchases are on the rise.

What are effective ways to use social media in BFCM marketing?

Leverage social platforms for exclusive deals, product previews, and user-generated content. Tools like polls, countdowns, and live videos boost engagement.

How can small brands compete with giants like Amazon during BFCM?

Focus on early campaigns, personalized communication, and niche customer segments. Highlight what makes your brand unique, such as tailored bundles or local offers.

Is email still relevant for BFCM marketing in 2025?

Yes, email remains a key channel for detailed promotions and personalization. When paired with SMS or social media strategies, it can significantly amplify results.

How can brands prepare for BFCM 2025?

Start planning early, invest in AI tools for personalization, and refine multi-channel strategies. Focus on building trust and engaging customers with unique experiences.