Everyone says BFCM starts in November.

Reality check: the brands that win Q4 started in September.

While your competitors are still “planning their sale,” the best operators are already:

  • Testing flows

  • Segmenting audiences

  • Pre-loading offers

  • And dialing in metrics like repeat purchase rate and RPE (revenue per email).

⚡ Quick Insight

Q4 shoppers are hunting for value, not novelty.

McKinsey’s latest ConsumerWise survey found that two-thirds of US consumers plan to start their holiday shopping before Black Friday.

They’re not waiting for a deal, they’re looking for one now.

And they’re shifting spending from “nice-to-have” to must-have.

That means groceries, essentials, and gift cards are trending up, while discretionary categories are under pressure.

🧠 Deep Dive:  The “Pre-BFCM” Playbook

Here’s what we recommend to get ahead and make Q4 their best yet 👇

Get the Playbook now!

1️⃣ Test Your Flows Before It’s Too Late

Don’t wait until mid-November to realize your welcome/sales series isn’t converting.

Audit your flows today:

  • Opt-in → Welcome → Browse abandon → Cart abandon → Post-purchase

  • Check deliverability, load speed, and A/B test your top CTAs

  • Run a warm-up campaign to re-engage cold segments before Q4 noise hits

One of our clients had relied almost entirely on paid search, paid social, TV and had never touched their email list. When we helped them segment their existing contacts by project type, lead status, and high-value vs. first-time buyers, things changed fast.

2️⃣ Segment by Behavior, Not Guesswork

The “one-size-fits-all” blast is dead.

Smart brands are slicing by:

  • AOV tier (High-value vs. first-time buyers)

  • Lifecycle stage (Engaged, lapsed, VIP)

  • Behavioral triggers (views, clicks, or last purchase timing)

This lets you tailor offer depth and urgency, without margin panic.

3️⃣ Plan Offers That Tell a Story

Consumers are planning ahead, but still crave reasons to act now.

Stack your offer calendar like this:

  • October: “Early Access” or loyalty exclusives

  • Mid-November: “Price Guarantee” or “Best Deal of the Season”

  • BFCM Weekend: Tiered urgency (Buy X → Get Y / Free shipping thresholds)

  • Post-BFCM: “Restock Your Favorites” retention push

💡 Tip: McKinsey found that the fear of missing a better deal later makes shoppers hesitate early. Combat that with a price-match promise.

4️⃣ Focus on Value + Experience

With inflation driving “timid” spending, your positioning matters.

Instead of “Buy more,” lead with:

“Here’s how to get the most from what you already love.”

UGC, bundles, and loyalty perks outperform deep discounts, especially for millennial buyers (the earliest shoppers this year).

🧭 Final Thought

Black Friday doesn’t create success; it reveals preparation.

If you want a record-breaking Q4, your testing window is right now, not when everyone else wakes up.

It’s our busiest season, and we’re only taking on a few more brands before the rush.

👉 Reserve your spot now and book a free email flow audit to uncover hidden revenue before BFCM hits.

Let’s scale smarter,

-Iulia

🚀 Don’t miss our next Live Q&A on October 16th at 12PM EST: Black Friday email tactics for selling to the subscribers you already have

Bring your toughest questions or just join and listen in. Either way, you’ll walk away with actionable insights.

👉 Register here!