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Why You Shouldn’t Just Do a Black Friday Sale

Author

Max Sturtevant
September 03, 2025

The Inbox Newsletter

Hey it’s Max from The Inbox Newsletter.

If your entire BFCM strategy is just one “20% off everything” code… you’re doing it wrong.

Because Black Friday isn’t a day anymore… it’s a season.

And if you’re not running multiple offers across multiple weeks, you’re losing engagement, conversions, and repeat revenue.

Key Takeaways

  • A single Black Friday discount leaves money and engagement on the table.

  • Launch your first offer 1–2 weeks before BFCM with Early Access.

  • Use distinct offers for Black Friday, Cyber Monday, and Holiday Gifting.

  • Multiple offers = multiple urgency peaks and more reasons to buy.

  • This approach drives more revenue, more opens, and more repeat purchases.

Every year, it’s the same playbook:

Launch a sitewide discount on Black Friday… keep it running through Cyber Monday… then wonder why sales start flatlining halfway through the week.

The truth is, one offer isn’t enough anymore.

Consumer attention is fractured. Inboxes are flooded. And “20% off everything” just doesn’t cut it for 10 straight days when there are thousands of brands fighting for the same people.

If you want to maximize revenue and engagement this season, you need to think bigger and smarter.

That starts with structuring BFCM like a true campaign with phased offers that build momentum and give your list fresh reasons to buy at every step.

The Phased Offer Structure

The top brands are structuring BFCM like a 3-4 week campaign, not a weekend blitz.

Use this timeline as an example of how you can time your different offers

Early Access (Nov 13–24)

  • Use a similar to Black Friday offer but less

  • Positioned as exclusive and early access

  • Push on the benefits of being early, guaranteed shipping, and guaranteed stock

Black Friday (Nov 26–30)

  • Main offer, your best and most sitewide deal

  • Simple, clear, and easy to understand

  • Should feel like the core event

Cyber Monday/Week (Dec 1-3)

  • Change the angle or add a twist (free gift, new product drop, extra % off)

  • Re-engages people who ignored or missed Black Friday

  • Focus on gifting for the holidays

  • Giving Tuesday is on December 2nd as well

Gift-Giving Campaign Offers (Dec 5–14)

  • Pivot messaging to gifting and bundles

  • Focus on AOV boosts and upsells

Last-Chance Holiday Gifting (Dec 15–21)

  • Final shipping cutoffs = urgency drivers

  • Offer can stay the same, the urgency at the shipping cutoffs are the new driver

  • December 15th cutoff for standard shipping

  • December 19th for priority shipping

  • December 21st for express shipping

Why This Works: The Compounding Effects of Multi-Offer BFCM

Running different offers for each phase is more leverage.

Here’s what it unlocks:

✅ Keeps your list engaged longer
Each new offer gives people a reason to open, click, and buy again.

✅ Creates multiple urgency peaks
No more one-and-done. You get 3–4 urgency-driven send moments.

✅ Reactivates buyers who didn’t convert
Black Friday missed? Cyber Monday or Gifting gives them another shot.

✅ Drives more repeat purchases
Each offer introduces a new reason to come back and buy again.

✅ Appeals to different buying styles
% OFF, bundles, gifts—different offers speak to different shoppers.

✅ Lets you test messaging and angles
Get data on what actually works: tiered offers? Bundles? Scarcity-based?

✅ Builds energy around your brand
You’re not another brand screaming “25% off” for 15 straight days. You’ve got motion, momentum, and a real strategy.

Your BFCM success depends on your strategy.

This is just a base guideline and is not a plug and play for all brands.

Clothing brands will be different from supplement brands.

Supplement brands will be different from home goods brands.

Etc etc

If you want me to personally help build out your Q4 offer structure and calendar, book a call below. It’s free!

Also below I made a free 33+ page guide on BFCM strategy and execution that will give you the highest profit Q4 possible for your brand.

Email Inspiration Of The Day

Brand:
Kinfield

Bridge Section Template # 33

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Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you run a 7-9 figure ecommerce brand and you want to have a free email strategy consultation, book a call here »

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