2024 BFCM calendar
With our BFCM planning calendar, it’s easy to make every day count. Stay on track towards your BFCM goals with day-to-day guidance, tactics, and to-dos.
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Begin an audit of your brand’s past performance—not only on BFCM, but also the first 2 quarters of this year.
Focus on growing your email and SMS lists.
If you haven’t yet, set up SMS. Add SMS only or multi-step forms to your store.
Check out your competitors’ BFCM campaigns from last year. Use sites like Milled or ReallyGoodEmails.
Set up unique coupon codes in Klaviyo to help keep your welcome discount exclusive.
Begin testing new segmentation strategies to see which groups engage well. This will help you improve your sender reputation ahead of BFCM.
Get clear about your resources and goals for BFCM. Look into getting premium hands-on support if you want to maximize your efforts.
Integrate Klaviyo with Google Ads, Facebook, and TikTok if you haven’t yet.
Give your data superpowers and uncover revenue-driving insights ahead of BFCM.
If you haven’t yet, now is the time to set up core automations like welcome series and cart abandonment.
Klaviyo AI can help you get ahead of content creation and build segments, subject lines, and emails.
Identify the key demographics you want to send to during BFCM.
Send a referral campaign to past purchasers in your VIP segment.
Use the Labor Day holiday to figure out which types of offers and content resonate with your audience.
Send back to school email campaign to 30-day engaged segment, if applicable. Send back to school SMS campaign to 30-day engaged segment, if applicable.
A/B test subject lines for your browse abandonment and abandoned cart flows to see what your audience responds to.
Find out what resonates with your visitors ahead of BFCM.
Take steps toward strong BFCM deliverability. Start by cleaning your list and removing totally unengaged profiles.
Send back to school email campaign to 90-day engaged segment, if applicable.
Send back to school SMS campaign to 90-day engaged segment, if applicable.
Send Labor Day sneak peek email campaign to VIP list.
Send Labor Day sneak peek SMS campaign to VIP list.
Along with setting up reviews, run a Smart Send Time test to find the best campaign send time.
Send Labor Day email campaign to 60-day engaged and VIP list.
Send Labor Day SMS campaign to full SMS list.
Send Labor Day email campaign to 30-day engaged list.
Send Labor Day SMS campaign to 90-day engaged list.
Send Labor Day last chance email campaign.
Send Labor Day last chance SMS campaign.
Make sure to exclude any recent purchasers.
Start testing your unengaged audiences to see if you can win anyone back before BFCM.
Review performance of Labor Day campaign and make note of what you can improve for BFCM.
Plan a social media contest where you can collect user-generated content (UGC) from your brand loyalists like photos and videos.
Build a pop-up form on your site to advertise your social contest.
Send an early-access contest entry SMS campaign to your VIP segment or your most highly-engaged SMS subscribers.
Take a look at a subscriber’s entire customer journey and make adjustments where necessary.
Send a giveaway, contest, or sweepstakes email campaign “last chance to enter” to your 90-day engaged segment and to your SMS full list.
Look into the tools that will help you with collecting and using UGC, template building, list cleaning, and more.
Determine opportunities to further personalize your flows with conditional splits, such as whether or not a subscriber has ordered or consented to SMS.
Invite email subscribers in your 90-day engaged segment who aren’t consented to SMS to join your SMS list for extra perks.
Check your inventory to make sure you have enough product in stock for BFCM demand.
Are you focused primarily on revenue? Engagement? Overall improvement from last year?
Consider what the most compelling incentive you can offer is.
Send out an SMS engagement campaign to your full list.
Invite VIP email subscribers to sign up for SMS to get exclusive VIP access and sneak previews.
Set dates for promotion duration, campaign sends, and reminders. Look into 3rd-party loyalty programs to drive additional purchases post-BFCM.
Send out an email campaign to your 30-day engaged non-SMS subscribers, prompting them to sign up for SMS to get extra perks.
Invite email subscribers (past BFCM purchasers segment) to sign up for SMS to get first access to sales.
Send an early access to season kickoff discount campaign to your full SMS list.
Send a season kickoff email, and highlight discounted overstock or older inventory for your 30-day engaged segment.
Consider increasing paid advertising bids that will drive customers back to the site temporarily.
Send a Halloween email campaign to your 90-day engaged segment, if applicable.
Send a Halloween SMS campaign to your 90-day engaged segment, if applicable.
Share a special “treat” by offering a percentage or dollar amount SMS campaign to full list.
Send a Halloween email campaign to your 180-day engaged segment, if applicable.
Send a Halloween SMS campaign to your 90-day engaged segment, if applicable.
Send holiday opt-out email campaign to 30-day engaged segment.
Send holiday opt-out SMS campaign to full list.
Send an early access gift guide with a promo code to SMS full list.
Send gift guide + BOGO50 email campaign to past BFCM purchasers segment.
Build and schedule your BFCM pop-up forms. Send a VIP personal shopper SMS campaign.
Build and schedule BFCM campaigns.
Send a gift guide email to your full list. Send a gift guide SMS message to your full list.
You can add BFCM-specific content to your standard flows. Make sure to align your welcome flows to any BFCM discount codes offered in a sign-up form.
Treat yourself to a facial, massage, or fancy dinner—you’ve worked hard and deserve it.
Build a segment of customers who purchased recently to exclude from promotional campaigns. Send final free shipping weekend reminder email to 30-day engaged segment. Send final free shipping weekend reminder SMS to 30-day engaged segment.
This series can arrive in subscribers’ inbox each day until Black Friday, e.g. “Top 10 gifts this season.”
For campaigns that need to be sent to all recipients, make sure to turn off Smart Sending.
Send pre-Cyber Weekend SMS campaign to 30-day engaged segment.
Turn on auto upgrade for email/SMS to prevent disruptions in sending.
Send countdown to Cyber Weekend email campaign to your 60-day engaged and VIP lists.
Send VIP early access SMS teaser.
Enjoy Thanksgiving with your family and get a good night’s sleep.
Send Thanksgiving email campaign to 30-day engaged, 60-day engaged, VIP list.
Send VIP early access to BFCM sale SMS campaign.
Take a deep breath—you got this!
Send a.m. Black Friday email campaign to your full list. Make sure to exclude recent purchasers on relevant campaigns.
Send an afternoon reminder email to our 90-day engaged list, excluding recent purchasers.
Send a.m. Black Friday SMS campaign to VIPs.
Send p.m. Black Friday campaign to full list.
Check in to confirm open rates and revenue are trending where anticipated over the course of the weekend.
Send small business email campaign (Small Business Saturday) to 30-day engaged list.
Send a small business SMS campaign (Small Business Saturday) and Additional SMS discount to 30-day engaged list.
Keep an eye on key metrics and send Cyber Monday sales preview email to 30-day engaged list.
Send Cyber Monday early access SMS to VIP list.
Continue to monitor performance.
Send a.m. Cyber Monday email campaign to your full list.
Send p.m. Cyber Monday follow-up to your 90-day engaged list, excluding recent purchasers.
Send a.m. Cyber Monday SMS campaign to VIPs.
Send p.m. Cyber Monday SMS campaign to full list.
Send Hanukkah email campaign to 30-day engaged segment.
Send Hanukkah SMS campaign to 30-day engaged segment.
Send Cyber Weekend last chance email campaign to 30-day engaged segment.
Send Cyber Weekend last chance SMS campaign to resend segment (opened or click email and haven’t purchased). Suppress recent purchasers if applicable.
Clean up any updates made to flows or forms that were specific to BFCM.
Send a gift guide email to your 30-day engaged segment.
Send a gift guide SMS message to your 30-day engaged segment.
Review your BFCM performance and share results with the broader team.
Send holiday greetings SMS campaign to 90-day engaged.
Send last chance gift card offer email to espresso shot segment (opened or click email and haven’t purchased).
Send Christmas greetings email campaign to 30-day engaged segment.Take some time off—OOO through New Years, anyone?
Block your calendar for some well-deserved R&R.