12 Last-Minute BFCM Checklist

Let’s Get BFCM Ready

Everyone’s in the final sprint for BFCM, so we’re keeping it super simple and short.

Here’s my final 12-step BFCM prep list.

1. Sync your offer everywhere. And I mean everywhere. All your emails/SMS flows, pop ups, ads, LPs, Banners (onsite and in email). If the customer can see it in one place, they should be seeing it everywhere.

   1. There’s definitely an 80/20 rule here, but this is the time to go the extra mile. Make it impossible to miss.
      

2. Make sure to have in-cart and “candy aisle offers” that are just as good as your core offer. 

   1. Mirror them in post-purchase email/SMS messages. Don’t underestimate gift giving shopping (for others + treatyoself).
      

3. Create an automated flow to all those holiday purchasers you’ll exclude from promo emails and send them another promo.

   1. Special offer for your most valuable customers. Keep them buying.
      

4. Make sure to send as many final reminder emails as possible. Then send sale extension reminders as well.

   1. Customers know the game, but that isn’t going to stop them from getting in on a great limited time deal.
      

5. Have all of your CS macros fired up. Be prepared for the “Sorry, we’re sold out of that” messaging as well.

   1. Minimize lost sales/refunds from upset customers.
      

6. Update all your shipping policies. Make them incredibly easy to find. (Also, have all your final shipping cutoff dates included).

   1. This + gifting returns policy is on everyone’s mind. Don’t make them look for it.
      

7. Make sure you have live reporting (Ads + Sales) set up to track intra-day performance. 

   1. You’re spending 5-100x what you usually do in a day. Don’t let anything slip.
      

8. Have a plan B with all your agencies if anything does go wrong. 

   1. Who’s on call? Who’s responsible for what, and who’s the backup in case someone can’t be reached?
      

9. Have a check-in between the eCom and Support Team planned at least 1x on Black Friday and 1x on Cyber Monday.

   1. It’s the easiest meeting to cancel, but it’s impossible to get on the books if there’s a fire drill.
      

10. Shut off/disable any app that isn’t absolutely crucial. If you aren’t using it for your BFCM Offer, you shouldn’t be loading it.

    1. In general, go as light as possible on apps during the period. You shouldn’t need all the bells and whistles.
       

11. Remove any step the user needs to take to get your offer. No discount codes or complicated site experiences. 

    1. Make it as easy and obvious how to get the discount as possible before they move to the next item on your list.
       

12. Don’t forget your own well-being.

    1. Get up early. Drink plenty of water and coffee. Eat when you can and remember you’ve worked all year for this. It’s our World Series. Take it seriously, but also enjoy it and celebrate the wins.

Inevitably, something will go wrong. 

But drive as many sales as you can. Give customers an incredible experience and take notes on what needs to be improved next year. 

This weekend is what the game is all about.

Final Thought

Don’t stop here. 

The biggest mistake I see so many brands make is they blow their entire arsenal on the BFCM weekend and don’t keep pushing. 

Customers will still buy gifts until the last shipping cutoff.

…Then, they’ll buy from Amazon.

…Then, they’ll buy after Christmas with all of their holiday gift money.

…Then, they’ll buy in Jan for New Year New Me.

I know you’re exhausted. I know it’s been a slog, but don’t stop now. 

Keep pushing into the new year and keep on selling.

Some version of your BFCM promos should last until 1/20/25.

The elections are over. Interest rates are coming down. It’s time to start ripping into growth again. And now is the time when consumers are buying.