Your BFCM 2025 playbook is here

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Black Friday and Cyber Monday. Love them or dread them, they’re two days that can make or break your year in eCommerce. Last year, some brands generated nearly half of their annual sales over that weekend alone.

Sorry to be the bearer of bad news, but shoppers don’t just want discounts anymore. They want sites that work, fast delivery, trust that they won’t be let down, and deals that actually feel worthwhile. If one of those pieces slips, you lose them to the brand next door.

We’ve just released our Black Friday Cyber Monday eCommerce Guide 2025 - it’s free to download, and it’s packed with advice from us and our partners ( Hyvä , Klaviyo , Dotdigital, Klevu (now Athos Commerce) , REVIEWS.io , Recite Me , Trustpilot).

Here’s a taster…

Plan smarter, sell more: Understand your customers, launch promotions early, and make sure your top sellers are fully stocked. Forecast demand carefully to avoid last-minute panic.
Boost trust and conversions: Use social proof, reviews, and user-generated content to reassure new shoppers and turn clicks into purchases. Even small improvements in conversion rates can have a huge impact over the weekend.
Keep your store accessible: Fast-loading pages, mobile-friendly design, and clear navigation keep customers browsing and buying, even when traffic spikes. Accessibility features like alt-text and simple checkout flows make a big difference for all shoppers.
Optimise shipping strategies: Free or reduced shipping on larger orders, reliable fulfilment, and clear delivery messaging all help prevent frustration and abandoned carts.
Turn deal-hunters into loyal customers: Retention strategies, from post-sale emails to loyalty programs, help convert one-time buyers into repeat customers.

That’s just scratching the surface. The full guide digs into smarter discounting without killing margins, catching conversion leaks before they happen, and marketing tactics to maximise every click and order.