Believe it or not, BFCM 25 are only 6 months away! While it may seem like a distant event, now is the prime time to start planning for one of the biggest shopping events of the year. Whether you're a small business owner or managing a larger retail operation, proper preparation can set you up for success.
Join us as we discuss some key strategies to get your store ready and ensure you make the most of BFCM.
Review Last Year’s Performance
Before diving into this year’s campaign planning, conduct a thorough audit of your 2024 BFCM performance. What worked well? What didn’t? By evaluating sales data, customer feedback, and website traffic, you can identify trends and areas for improvement.
Sales Analysis: Which products performed best? Were your sales targets met or missed—and why?
Digital Experience: Was your website or app able to handle peak traffic? Did slow load times or checkout issues impact conversion rates?
Customer Feedback: What did your customers say—both directly and through their behaviour? Look at reviews, CSAT scores, return rates, and post-purchase engagement.
Secure Inventory
Next, ensure you have enough inventory to meet demand. With global supply chains still vulnerable to disruption, early planning is essential. Begin forecasting now and secure stock for your hero products and anticipated bestsellers.
Popular Products: Identify top-performing items and place orders in advance.
Exclusive Offers: Consider creating limited-edition products or bundles to differentiate your store.
Supply Chain Coordination: Engage suppliers early, confirm delivery schedules, and account for potential delays during the high-volume season.
Enhance Your Online Presence
Consumers expect a seamless, high-performance online experience during BFCM—and tolerance for friction is minimal. Over the next few months, prioritise:
Technical Infrastructure: Run load tests, streamline the checkout process, and ensure your site is optimised for mobile.
User Experience: Update product pages with compelling copy, high-quality images, and conversion-focused design.
Payment Flexibility: Offer diverse payment options such as digital wallets, Buy Now Pay Later (BNPL), and local currency support to reduce abandonment.
Plan Your Promotions and Discounts
Discounting is expected—but strategic discounting drives profit. Rather than defaulting to blanket markdowns, develop a promotional strategy that enhances perceived value while protecting margins.
Discount Structure: Implement tiered discounts (e.g. spend £100, save 20%) to encourage higher basket values.
Flash Sales: Use timed promotions to create urgency and keep customers engaged throughout the weekend.
Exclusive Bundles: Drive up average order value with curated bundles that combine high-demand and complementary products.
Prioritise End-to-End Customer Experience
The sale may be the hook—but the experience is what leaves a lasting impression. From first click to delivery, ensure your customers feel confident and cared for.
Customer Service: Make sure your team is trained and ready to manage increased queries.
Clear Communication: Be transparent about shipping timelines, stock levels, and any terms or restrictions.
Hassle-Free Returns: A simple, well-communicated returns policy builds trust and supports conversions.
Prepare Your Team
Operational excellence is a key driver of a successful BFCM. If you need seasonal staff, begin recruitment and training early. Align your marketing, support, warehouse, and technical teams around a centralised plan.
Internal Readiness: Create a unified playbook covering key dates, escalation processes, and contingency scenarios.
Cross-Department Sync: Hold pre-BFCM briefings to ensure everyone is aligned and clear on responsibilities.
Stress Test Every System
Don’t let technical failures derail your BFCM efforts. Start testing now to ensure stability under pressure.
Website Load Testing: Simulate heavy traffic and optimise for performance across all devices and browsers.
Payment Gateways: Ensure all systems process payments reliably and securely.
Fulfilment Readiness: Test your shipping workflows, packaging standards, and inventory management for scalability.
Monitor Competitors
BFCM is a crowded battlefield. Staying ahead requires insight into what others in your space are doing—and what gaps you can leverage.
Promotions Intelligence: Track competitor campaigns, messaging, and pricing structures.
Tactical Inspiration: Subscribe to newsletters, monitor social channels, and use competitor analysis tools.
Strategic Advantage: Use findings not to mimic, but to identify missed opportunities or evolving consumer expectations.
Don’t Overlook the Post-BFCM Opportunity
The BFCM weekend may end, but the opportunity doesn’t. Use this momentum to deepen relationships and extend the customer lifecycle.
Shipping & Fulfilment: Ensure your team is ready to manage post-sale delivery volumes and returns.
Customer Retention: Follow up with personalised thank-you emails, loyalty incentives, and exclusive offers.
Inventory Replenishment: Restock fast-selling items quickly to sustain sales through the Christmas and New Year period.
BFCM is a defining moment for retailers, and preparing for it takes more than just offering discounts. Planning well in advance and paying attention to all the details—from inventory management to customer experience—you can position your store for a successful and profitable shopping season.
Get ahead of the competition and make this year's BFCM the best one yet.
