Journi

Black Friday / Cyber Monday 2026

The BFCM Checklist

45 tasks across offers, lead gen, on-site, automation and campaigns — each scored by impact. Use it as inspiration and apply critical thinking: not every item fits every brand, and you've probably nailed a few already.

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Offers

0/8

  • Test free shipping thresholds

    Impact 6/10Most brands & multi-brand ecommerce

  • Price testing (increase vs decrease by small percentage amounts)

    Impact 7/10Especially relevant for brands with no retailers

  • Offer testing - flat percentage amount, buy more than X and get an extra X off etc.

    Impact 8/10Most brands & multi-brand ecommerce

  • Signup form testing - amount off, gift w. purchase

    Impact 6/10Most brands & multi-brand ecommerce

  • Cart upsells

    Impact 7/10Most brands & multi-brand ecommerce

  • Tiered cart incentives (e.g., spend $75 → free shipping, spend $150 → free gift).

    Impact 5/10Most brands & multi-brand ecommerce

  • Price anchoring check: Show “compare at” prices and savings % clearly.

    Impact 9/10Everyone

  • Create relevant bundles with high perceived value and good margins

    Impact 7/10Brands with complementary products or gifting potential

Lead Gen

0/10

  • BFCM landingpage with countdown, VIP signup and info

    Impact 10/10Brands running early access and/or with emphasis on Black Week or Black Friday

  • On-site popups with VIP signup/early access

    Impact 10/10Brands running early access and/or with emphasis on Black Week or Black Friday

  • Run ads to landingpage with VIP signup

    Impact 9/10Brands investing in Meta, TikTok, or Google Ads.

  • Test Lead Ads on meta with early access

    Impact 6/10Brands investing in Meta, TikTok, or Google Ads.

  • Set up welcome flow for VIP signups

    Impact 10/10Brands running early access and/or with emphasis on Black Week or Black Friday

  • Signup form for during BFCM with extra incentives

    Impact 7/10All stores running BFCM campaigns, especially if you have an extra incentive for your email list

  • Welcome flow for BFCM signups

    Impact 7/10All stores running BFCM campaigns, especially if you have an extra incentive for your email list

  • Include SMS & WhatsApp signup options in forms

    Impact 5/10Most brands & multi-brand ecommerce, especially if you have high AOV (because the cost of text marketing is high, higher AOV means that it's easier to see a positive ROI)

  • Create SMS & whatsapp signup forms targeting existing email subscribers w/o SMS permission

    Impact 5/10Most brands & multi-brand ecommerce, especially if you have high AOV (because the cost of text marketing is high, higher AOV means that it's easier to see a positive ROI)

  • Create SMS/WhatsApp welcome flow (BFCM specific)

    Impact 5/10If you decide to collect SMS permissions, you need to have a welcome SMS set up to align expectations and get your audience comfortable receiving texts from you.

On-Site (Pre-BFCM)

0/3

  • Countdown announcementbar to BFCM start with link to VIP signup landingpage

    Impact 6/10Brands running early access and/or with emphasis on Black Week or Black Friday

  • Extended returns policy highlight (if relevant)

    Impact 6/10Gifting-oriented brands.

  • "No further price reduction" tag for non-sale items & items that are already discounted at the max rate (also relevant during BFCM)

    Impact 4/10Brands and stores running BFCM promos for an extended period of time, especially if your offers are changing. Of course only relevant for products that won't be getting discounted or won't be getting discounted further.

On-Site (During BFCM)

0/6

  • BFCM Collection with all deals & subcollections

    Impact 7/10Stores with multiple categories or medium to large catalogs/many SKU's.

  • Urgency & Scarcity-copy for collection pages, PDP's, landingpages, home, cart & announcement bar

    Impact 8/10Most brands & multi-brand ecommerce

  • Timer for PDP's & collection pages (test if possible)

    Impact 4/10High-traffic stores and short-duration campaigns.

  • BFCM Color-skin for your theme

    Impact 6/10Most brands & multi-brand ecommerce - some exceptions if brand guidelines are strict

  • Banners for homepage

    Impact 5/10Every ecommerce site during promotions

  • BFCM Landingpage

    Impact 6/10Most brands & multi-brand ecommerce

Marketing Automation

0/9

  • Copy your retargeting flows, edit the copy & make it more urgency/BFCM focused and turn the new ones on ONLY during BFCM offers. Remember to turn off your regular ones while the BFCM retargeting flows are active

    Impact 7/10Most brands & multi-brand ecommerce

  • Create universal header in all flows and update with current offers throughout BFCM

    Impact 5/10Most brands & multi-brand ecommerce

  • Consider lowering exclusion periods & delays during BFCM

    Impact 6/10Most brands & multi-brand ecommerce

  • Check your flows for discount codes & create duplicates w/o discounts if you don't want to layer discounts during BFCM

    Impact 10/10Brands running discounts in flows year-round.

  • Instant upsell flow

    Impact 5/10Multi-product or complementary SKU stores as well as products that are great for upselling more of the same

  • Cross sell flow

    Impact 6/10Most brands & multi-brand ecommerce with more SKU's relevant for the same audience

  • UGC collection flow

    Impact 6/10DTC brands or those leveraging influencer/social proof content.

  • Consider a "refer a friend" program & flow with incentives for your customers and whoever they refer (10% off for you and your bestie).

    Impact 4/10Most brands & multi-brand ecommerce

  • Include SMS & WhatsApp sends in important flows for unopeners OR segment based on permissions with SMS & WhatsApp taking priority

    Impact 5/10Most brands & multi-brand ecommerce

Campaigns

0/9

  • Plan out your offers and campaigns ahead of time

    Impact 9/10Every ecommerce brand

  • Plan out SMS & WhatsApp sends

    Impact 6/10Most brands & multi-brand ecommerce

  • Consider Direct Mail campaigns to customers without email permissions or non-openers

    Impact 4/10Larger, high AOV brands

  • Test your deliverability, sending infrastructure & check blacklists

    Impact 10/10Every ecommerce brand

  • Warm up your list and reengage inactive subscribers

    Impact 6/10Every ecommerce brand

  • Set up engagement based segments

    Impact 7/10Every ecommerce brand

  • Set up VIP segments (monetary)

    Impact 6/10Every ecommerce brand

  • Set up exclusion segments

    Impact 5/10Every ecommerce brand

  • Set up an "opt out of BFCM emails" option to allow your subscribers to take a break w/o unsubscribing

    Impact 5/10Every ecommerce brand