Success BFCM case studies to learn from: Key Takeaways


BFCM case studies + key takeaways

Table Of Contents

Prepare to unlock the secrets of Black Friday and Cyber Monday (BFCM) success with our blog about successful BFCM Case Studies. BFCM continues to dominate the eCommerce landscape, with 97% of consumers expressing excitement for this mega-event (, 2023).

In this blog, we dive into case studies that have achieved outstanding BFCM results. Discover the tactics, strategies, trends, and key takeaways that can transform your next BFCM campaign into a revenue-generating powerhouse. Let's delve into these triumphs and uncover the blueprint for your eCommerce success story!

Get the exclusive deals from Top Shopify Apps in BFCM 2023 here.

BFCM 2022 Overview 

BFCM case studies

BFCM stands for "Black Friday" and "Cyber Monday". It's a popular shopping event that occurs annually, primarily in the United States and many other countries. BFCM traditionally occurs on the Friday and Monday following Thanksgiving Day. 

Black Friday signifies the beginning of the holiday shopping season. Retailers offer significant discounts, promotions, and deals in physical stores and online. It's called "Black Friday" because it's often seen as the day when retailers move from operating at a loss (in the red) to turning a profit (in the black).

While Cyber Monday follows the weekend of in-store shopping on Black Friday, Cyber Monday is dedicated to online shopping. Retailers, especially eCommerce websites, offer exclusive online deals and discounts. It's an opportunity for shoppers to find bargains from the comfort of their homes or workplaces.

BFCM has become a massive shopping event, attracting millions of shoppers and generating substantial business revenue. It's not limited to just one day anymore; many retailers extend their BFCM promotions over the entire week, or even longer, to maximize sales. BFCM has also expanded beyond the United States, with retailers worldwide participating in this shopping extravaganza.

Remarkable numbers of BFCM 2022

BFCM statistics

According to Fit Small Business, BFCM 2022 records some significant sales.

- Cyber Monday was a colossal shopping day, with consumers collectively spending 11.3 billion USD in 2022.

- Black Friday was equally impressive, with consumers spending a substantial 9.12 billion USD in 2022.

- In 2022, a staggering 196.7 million consumers participated in the BFCM shopping frenzy. This number exceeded initial expectations by 30 million, highlighting the remarkable scale of participation during BFCM.

- Approximately 123 million people opted for in-store shopping, and 130 million people shopped online between Thanksgiving and Cyber Monday in 2022, marking a 17% increase compared to the previous year.

- Shopify merchants witnessed phenomenal success, generating a record-breaking $7.5 billion in sales during BFCM 2022.

- 52 million customers making purchases from Shopify stores over the BFCM weekend, reflecting an impressive 18% increase from 2021.

- The average consumer spent $325.44 over the BFCM weekend in 2022, marking an 8% increase compared to the previous year.

- Out of the average $325.44 spent during BFCM 2022, a substantial $229.21 was allocated to buying gifts, underlining the holiday spirit of giving.

- 86% of millennials and Gen Z shoppers chose online Black Friday shopping over in-store options.

- During Black Friday 2022, 78% of men planned to shop for electronics, while 77% of women aimed to purchase clothing and accessories.

These remarkable numbers from BFCM 2022 showcase this shopping event's continued growth and significance in the retail landscape. As businesses plan for future BFCM events, these statistics serve as valuable insights into consumer behavior and spending patterns, highlighting the immense opportunities this period presents for retailers and shoppers.

Customer Insights/ Consumer Behaviors from BFCM 2022

customers insights during BFCM

- A significant shift towards online shopping, with more consumers opting for eCommerce's convenience over traditional brick-and-mortar stores. Mobile devices dominated online shopping during BFCM 2022.

- Consumers exhibited early shopping habits in anticipation of BFCM deals. Many started researching and adding items to their shopping carts well before the official sales weekend, taking advantage of pre-event discounts and promotions.

- Customers allocated a significant portion of their budgets to purchasing gifts during BFCM 2022. 

- Shoppers appreciated the variety of products and competitive pricing on the large eCommerce platforms.

- Consumers increasingly turned to social media platforms, such as Instagram and Facebook, for shopping inspiration and making direct purchases through integrated shopping features.

- Free shipping remained a top consideration for online shoppers, particularly during Cyber Monday. Shoppers prioritized deals and promotions that included free shipping.

- Men predominantly sought electronic deals, whereas women had a stronger inclination towards clothing and accessories

Successful BFCM case studies to learn from

1. Target

Black friday example

(image source:

In preparation for the 2022 Black Friday sale, Target adopted a striking design approach to its online store. Immediately catching the shopper's eye was a bold black banner, creating an air of anticipation and excitement. This initial banner provided a teaser, announcing the arrival of the deals without diving into specifics, thus piquing visitors' curiosity.

black friday landing page example

(image source:

Scrolling down, users encountered a well-organized layout where various categories showcased distinct discount options. Some products boasted discounts as a percentage of the original price, while others displayed a specific amount slashed from the regular cost. 

This multifaceted approach to deals catered to diverse preferences and reinforced the idea that there was something for everyone, fostering a sense of abundance and choice. Such a design strategy captured shoppers' attention and guided them through a successful Black Friday shopping experience.

2. Matalan

Black friday cyber monday landing page example

(image source:

Matalan, a standout example of online store design for Black Friday and Cyber Monday (BFCM), demonstrates several commendable practices. Firstly, Matalan emphasizes an attractive and intuitive user interface that simplifies navigation. Their website is thoughtfully organized, making it effortless for customers to explore various product categories and locate the best deals.

Secondly, the store integrates responsive design, ensuring seamless access across all devices. This mobile-friendly approach caters to the modern shopper who frequently uses smartphones and tablets for online shopping, enhancing the shopping experience and driving conversions.

3. Smash Balloon 

BFCM landing page examples

(image source:

Smash Balloon's Black Friday promotion exemplifies effective store design, boasting several key advantages. Their branded landing page inspires trust in visitors, reinforcing their legitimacy as a business. Notably, the page incorporates a countdown timer, evoking a sense of urgency that compels swift action, capitalizing on the psychological trigger of FOMO (Fear of Missing Out).

Furthermore, including a giveaway feature on the landing page sparks interest and significantly boosts the promotion's visibility. The deal increases exposure as more users engage with the giveaway, driving higher conversions.

4. Engagebay

BFCM case studies examples

(image source:

EngageBay has designed a dedicated landing page to promote its forthcoming holiday sale, covering significant events, including Black Friday, Cyber Monday, and Christmas. In a creative twist, they've amalgamated these holidays under one banner with the headline "Holiday SAAS Deals 2023."

The landing page's central section immediately unveils the forthcoming offer in bold, showcasing a remarkable 40% lifetime discount. It entices visitors to provide their email addresses for timely notifications when the offer becomes available. This approach cleverly builds anticipation among potential customers.

By directly addressing the target audience and emphasizing the benefits succinctly ("Market better. Sell faster. Support smarter."), EngageBay employs an effective marketing strategy that cuts through unnecessary embellishments.

Learn how to create a high-converting BFCM landing Page fast & easily here. 

BFCM Trends for 2023

BFCM trends

Earlier Start and Extended Period

BFCM shopping extravaganzas will kick off earlier this year, with extended buying windows stretching from summer's end well into the New Year. Consumer shifts in spending habits drive this trend, as people increasingly allocate funds to products over holidays. To make the most of this trend, businesses must prepare their inventory and marketing strategies to meet the prolonged demand.

Omnichannel Shopping Dominance

Omnichannel marketing remains a crucial strategy for brands aiming to stay competitive during BFCM. Millennials, in particular, seek seamless, customer-centric experiences. You must maintain a strong online store presence while offering various touchpoints for customers, providing a personalized experience across channels.

Rise of Social Commerce

Social commerce continues to gain momentum in 2023, with shoppers turning to platforms like Instagram and TikTok to discover and purchase products. Business owners should leverage social media to connect with younger consumers, offering discounts, deals, and engaging content to drive excitement and engagement.

Personalization for Enhanced Shopping Experiences

Shoppers expect tailored experiences during BFCM, and brands that offer personalized recommendations and targeted promotions will stand out. Leveraging customer data and transaction insights to understand preferences is essential for exceeding customer expectations.

Subscription Services on the Rise

Subscription-based models are gaining traction, especially among younger consumers who value convenience. Offering subscription services can boost customer retention and loyalty. Brands should consider bundling products and services to meet the demand for hassle-free shopping experiences.

Mobile Dominance in Online Shopping

Mobile commerce (M-commerce) continues its upward trajectory in 2023. Last year, mobile devices accounted for 73% of BFCM sales, highlighting the importance of mobile optimization. Responsive and mobile-friendly websites are vital for delivering a seamless shopping experience on tablets and smartphones.

Preference for Multiple Payment Options

Consumers now expect various payment options beyond traditional credit and debit cards. E-wallets, prepaid cards, buy-now-pay-later schemes, and even cryptocurrencies have become popular. Small businesses can partner with payment solutions providers to cater to this demand.

Influencer Marketing Maintains Influence

Influencer marketing remains influential in driving purchasing decisions. Authenticity and a long-term partnership approach are key trends. Micro and nano-influencers with engaged audiences can increase conversion rates for brands seeking to connect with their target market.

Younger Demographic Dominance

Millennials and Gen Z shoppers are set to dominate BFCM sales. Brands must understand their spending habits and preferences, offering value-driven promotions, early access campaigns, and engaging on popular social media platforms to capture their attention.

As the BFCM landscape evolves, businesses adapting to these trends will be better positioned to maximize sales and engage with diverse shoppers.

Key Takeaways

checklist to make a successful BFCM

Create an Impressive Online Presence

Design an eye-catching BFCM landing page that showcases your deals, discounts, and featured products. Implement strategically timed popup notifications to inform visitors about limited-time offers or promotions. These elements help capture shoppers' attention, guide them to relevant deals, and enhance their overall shopping experience, ultimately maximizing sales during the BFCM event.

To save time and cost to design an attractive online presence for your Shopify store during BFCM 2023, you can use EComposer - the Shopify App

EComposer is the top-rated Shopify Page Builder that empowers you to create any type of page with ease, such as a must-click landing page, impressive homepage, stunning blog page, helpful FAQ page, informative about us page, high-converting product page, etc. Access a vast library of page and section templates crafted by eCommerce and design experts. Say goodbye to coding hassles thanks to its user-friendly drag-and-drop editor. 

EComposer landing page builder

With a wealth of elements and extensions at your fingertips, crafting optimized pages has never been simpler. EComposer boasts exceptional features like an AJAX cart, AI content generator, and image compressor, enhancing your store's performance. This all-in-one solution saves you time, effort, and costs while enabling you to build professional, stunning Shopify stores swiftly and effortlessly. Elevate your eCommerce game with EComposer today. Try it free!

If you haven’t had a Shopify account to use this highly customization app, sign up for one now to get the exclusive deal from Shopify: only $1/month in 3 months.

Optimize for Mobile Shopping

Mobile devices dominated online shopping during BFCM, with a significant share of sales happening on smartphones and tablets. Therefore, ensuring your online store is fully optimized for mobile users is imperative. This includes responsive design, mobile-friendly navigation, and streamlined checkout processes tailored for smaller screens. Doing so can capture a larger share of the mobile shopping market and enhance the customer experience.

Personalized Shopping Experience

Shoppers increasingly expect personalized experiences when browsing online stores. Leverage customer data and shopping history to recommend relevant products, offer customized discounts, and create tailored marketing campaigns. Personalization enhances customer engagement, boosts conversion rates, and fosters brand loyalty, significantly impacting BFCM sales.

Streamlined Checkout Process

A complicated or lengthy checkout process can lead to cart abandonment, especially during high-demand shopping events like BFCM. Streamline your checkout process by offering guest checkout options, reducing form fields, and providing multiple payment choices, including popular digital wallets. An efficient and user-friendly checkout experience can minimize friction and encourage more completed purchases.

Clear Promotion Communication

Transparency is critical during BFCM. Clearly communicate your promotions, discounts, and any special offers to customers. Ensure that product prices, discount codes, and applicable terms and conditions are easy to find and understand. This reduces confusion, builds trust, and encourages shoppers to take advantage of your deals.

Seamless Omnichannel Integration

In today's retail landscape, consumers engage with brands across various channels, from online stores to social media and physical locations. Create a seamless omnichannel experience by integrating your online store with your social media platforms, email marketing, and physical stores (if applicable). Message and branding uniformity across all touchpoints helps create a cohesive customer journey and maximizes BFCM sales potential.

Prioritize Website Speed and Reliability

Slow-loading websites and technical glitches can frustrate shoppers and lead to missed sales opportunities. Prioritize website speed optimization, invest in robust hosting infrastructure, and perform load testing to ensure your site can handle increased traffic during BFCM. A fast and reliable website enhances the overall shopping experience and minimizes customers' risk of abandoning their carts due to performance issues.

By implementing these key takeaways, you can design your stores effectively to meet and exceed customer expectations during the BFCM period, resulting in increased sales and long-term customer satisfaction. 

Final thought

In conclusion, these BFCM case studies offer valuable lessons for eCommerce businesses. Early preparation, customer-centricity, multi-channel marketing, mobile optimization, diverse payment options, influencer collaboration, and continuous adaptation are the keys to success. 

Applying these insights can pave the way for a prosperous BFCM season and sustained growth. It's time to implement these strategies and prepare for your BFCM success story. Start planning, optimizing, and following the BFCM checklist guide today to craft the best and make the upcoming BFCM season your best!


1. When is Black Friday and Cyber Monday 2023?

Answer: Black Friday 2023 falls on November 24th. Cyber Monday 2023 is on November 27th.

2. How can I get my eCommerce site ready for BFCM?

Answer: Start by optimizing your website for speed, ensuring mobile-friendliness, and stocking up on inventory. Plan your marketing campaigns, set discounts, and create engaging content.

3. How can I stand out from the competition during BFCM?

Answer: Create an impressive BFCM landing page that showcases exclusive deals, offers exceptional customer service, focuses on personalization, and highlights unique selling points. Engage with customers through live chat and provide quick responses to inquiries.



Add EComposer Next generation page builder Here

Follow Us on Facebook

Join Official Community


Related Posts