Why the smartest brands treat BFCM as 3 events, not 1

I want you to take a quick look at this…

It’s the trend graph showing how people searched for “Black Friday” last year.

As you can see, people don’t just look for Black Friday deals on Black Friday.

Demand starts building at the end of October… climbs week by week… peaks during BFCM… then falls back down.

I’m pointing this out for a reason.

Most brands only pay attention to that peak week.

Which makes sense since that's when demand explodes and sales numbers hit their highest point.

But this narrow focus causes them to overlook the days before or after.

They recycle the same boring, predictable offers every year… using the exact message they ran during BFCM.

“Black Friday discount, extended through Cyber Monday.”

Or worse, they just completely ignore these phases.

That’s a massive waste of potential.

Because while demand during these periods isn’t as high as the main event, it’s still there.

More importantly, ad costs don’t cost quite as much.

So if you know how to take advantage of these windows, you can capture a pool of high-intent buyers at a fraction of the cost.

Based on what I’ve seen…

Brands that handle this properly can generate as much as 40-60% more revenue compared to only focusing on the weekend rush.

Here’s the thing, though:

Shoppers don’t think the same way in each phase.

Their intent shifts dramatically depending on whether it’s pre-, during, or post-BFCM.

This means you need tailored messaging and specific campaign types to convert them effectively.

And tomorrow, we’ll be hosting a FREE training to show you exactly how to do that.

We’ll break down the specific campaign types (and formats) to run… what to say in your ad copy… and what to put in your creatives.

This way, you won’t just maximize sales on BFCM weekend.

You’ll capture customers from the first spark of interest all the way through the last wave after the sale.

More details on that here (You have less than 24 hours left to join).

Jackson

Founder and CEO of Echelonn

P.S.

During this training, we’ll also give away 10 tickets for the #1 eCommerce Conference in APAC, where you can connect with over 500 brands and leading experts in the industry.

But to qualify, you’ll need to be with us live.

So make sure you join us. Even if you don't win the ticket, you’ll still receive an exclusive discount code.

Register here.

How we can help:

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