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Start Black Friday with a question, not a deal

BFCM is a season now. The brands that win it start listening in October, then use what members tell them to decide what to send in November. This page collects everything Community has published to help you plan it.

Start where you are

New to texting for BFCM

Read the five-stage plan

A four-minute read on moving from mass sends to conversations that keep paying off after Cyber Monday.

Read the blog

Ready to build your plan

Get the BFCM Playbook

Survey prompts, VIP segments, and a week-by-week timeline from October through Cyber Monday.

Download free

Sending texts this week

Borrow our example texts

Six two-way threads, one for each moment of the season.

See the texts

The season, end to end

Six moments between now and the new year

Each one has a job. The early sends gather what people want, so the Black Friday send can deliver it.

You are hereNow through October

Ask, don’t tell

Grow your list and ask one question about what people want this year.

Early November

Preview and tease

Show first looks matched to each member’s answer.

The week before

Warm your VIPs

Give your best customers early access.

Black Friday

Send by segment

The right offer to the right group, then follow up with non-clickers.

BFCM weekend

Check in

Answer questions, recover carts, and stay on the line.

After Cyber Monday

Say thank you

Ask for feedback and keep the conversation going into the new year.

Read before the rush

Guides and tools for BFCM

Start with the webinar if you'd rather watch than read. The BFCM Playbook goes deepest.

Webinar · On demand

Every brand is texting the same offer this BFCM. Stand out instead.

How to get your texting strategy in place early, so you already know what members want when the rush hits.

Watch the recording

Blog · 4 min read

How to turn Black Friday and Cyber Monday texts into real relationships (and revenue)

The case for behavior-led messaging, growth tactics for the holidays, and tips by industry.

Read the post

Infographic

The five-stage seasonal framework

  1. 1Discovery and sign-up
  2. 2Onboarding and data capture
  3. 3Personalization
  4. 4Conversion
  5. 5Re-engagement and advocacy
View the infographic

Campaign playbook · Slides

The Holiday Playbook

The campaigns to run across the season, laid out slide by slide.

Open the slides

Playbook · Free download

The BFCM Playbook

A season-long plan for turning Black Friday traffic into relationships that last past the holidays.

Get the playbook

What's inside

  • Why BFCM is now a season, and how to sequence sends around it
  • Three survey prompts that collect the data November runs on
  • Building interest and VIP segments in the Members tab
  • A week-by-week timeline, plus what to do with post-BFCM traffic

Example texts

Texts that start a conversation

Every example below asks for a reply, and the reply shapes the next send. Swap in your brand, your products, and your voice.

[Brand] · Text threadNow through October
Hi [First Name], it’s Maya from [Brand]. We’re planning Black Friday and want to get it right for you. What are you shopping for this year? Reply 1 for gifts, 2 for yourself, 3 for just looking.
Sent by [Brand]
2, I need new boots
Member reply
Boots, noted. You’ll hear about those first when the sale starts, and we’ll skip the rest.
Sent by [Brand]

Now through October

Ask before you sell

A one-question survey becomes a tag on the member’s profile. That tag is the segment you send to in November.

Community features in play

Campaign Surveys, Custom Member Data, Subcommunities

Results

Brands that sold by talking to members first

73%

click-through rate in the first 24 hours of a sale

Members got a three-hour head start. Conversion hit 9.6%.

Bobby Hundreds case study

16x

ROI on texting

VIP subcommunities plus time-sensitive flash sales. One text sold 3,000 units.

Five Marys Ranch case study

$50K

in sales in 24 hours

A small business turning a single channel into fast direct sales, at a 20% click-through rate.

DecoExchange case study

2x

member growth in one season

Ran a “Blue Friday” early-access retail drop alongside segmented flash sales.

OKC Thunder case study

Readiness checklist

Get these done before November

0 of 5 done

By industry

What to focus on in your vertical

  • Retail and DTC

    Ask what shoppers are hunting for, then send early access and last-chance alerts to match. Segment VIPs by lifetime spend.

  • Restaurants and hospitality

    Find out how people are celebrating, then route them to reservations, catering, or local offers.

  • Sports

    Run a short giveaway series to drive sign-ups, then personalize by favorite player or city.

  • Media and entertainment

    Segment by what people watch. Reward the ones who click with bonus material.

  • Creators

    Let fans pick the content they want. Surprise drops and live Q&As keep them around after the weekend.

Make this your best Q4 yet

See how Community maps this plan to your audience, your timeline, and your revenue targets.

Get a Demo

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All BFCM resources