What is BFCM?

“BFCM” stands for “Black Friday Cyber Monday.” Black Friday happens the Friday after US Thanksgiving, and Cyber Monday follows the next Monday. Together, BFCM is a 4-day shopping stretch marked by steep discounts and billions of dollars spent online and in-store.

Before the internet, Black Friday was a doorbusting, in-store event. Now, it’s a global, multi-channel, and digital-forward marketing event. BFCM marks the start of the holiday shopping season and is a critical revenue opportunity for brands of all sizes.

When is BFCM 2025?

In 2025, Black Friday falls on November 28, and Cyber Monday lands on December 1.

But it’s worth noting that BFCM 2025 isn’t just a two-day affair. Most retailers treat it as a 4-day shopping festival. Some brands launch early discounts on Thanksgiving Day or even the week of Thanksgiving. November 29, in between Black Friday and Cyber Monday, is Small Business Saturday—another opportunity for sales.

BFCM 2025 will make up the extended “Cyber Week” from Thanksgiving through the following Monday. Businesses plan months in advance for this critical period, since these dates will be make-or-break moments for many annual sales targets.

Key dates for BFCM 2025:

US Thanksgiving Day: Thursday, November 27, 2025
Black Friday: Friday, November 28, 2025
Small Business Saturday: Saturday, November 29, 2025
Cyber Monday: Monday, December 1, 2025

Black Friday vs. Cyber Monday: what’s the difference?

Black Friday and Cyber Monday are closely linked, but they were originally established as different shopping experiences. Here’s a comparison of Black Friday vs. Cyber Monday and how each contributes to BFCM:

	Black Friday	Cyber Monday
Original purpose	Post-Thanksgiving in-store sales	Promotion of online deals as shoppers grew used to shopping on the web
Shopping format	Historically in-person, now in-store and online	Online, on mobile and desktop
Timing	Starts early on Thanksgiving, may extend through the weekend	Peaks Monday, often launches early
Buyer behavior	Impulse and early bird shoppers	Research-driven and gift-focused

Today, the lines between these two events are blurred. Many consumers shop online on Black Friday and continue shopping as Cyber Monday deals extend into the week. Still, each day remains a major opportunity for different types of messaging and offers.

BFCM shopping trends

Consumer behavior during BFCM has evolved dramatically in recent years. Shoppers are more prepared, more digital, and more discerning than ever.

Here are some of the major BFCM shopper trends, so you can plan your BFCM around these well-observed behaviors.

1. Planned, research-driven shopping

Most shoppers plan ahead for BFCM. They track deals weeks in advance, compare prices, and set budgets. Many brands tease their discounts in emails or SMS messages to cater to this type of buyer. Shoppers expect to be rewarded for being prepared, with early access, loyalty perks, and reminders about saved items.

2. Mobile and digital-first behavior

BFCM has shifted online—in fact, online sales grew at a faster rate than in-store sales last year. In 2024, more than 80% of Cyber Week traffic came from smartphones.

Shoppers browse and buy from their couches and commutes, and even while standing in check-out lines. Brands that win prioritize SMS marketing, social media, WhatsApp marketing, mobile notifications through apps, and streamlined mobile check-out.

3. Expectation of convenience and consistency

BFCM buyers want it all: fast shipping, curbside pickup, and buy-online, pick-up-in-store options. Any friction—slow check-out, out-of-stock products, surprise fees—can push them to competitors. Loyalty depends on a smooth, reliable experience.

That also means being consistent with your offers across all channels. According to Klaviyo’s 2025 future of consumer marketing report, the biggest frustration consumers have when shopping the same brand in different places is inconsistent pricing and promotions. If customers see an offer on social media, for example, they expect to be able to get it when they click on an email, too.

4. Personalized shopping experiences

According to the aforementioned report, 74% of consumers expect personalized experiences from brands. That means people want relevant deals based on their behaviors, preferences, and purchase history.

To give that to them, what matters most is what you do with the information you have about your subscribers and customers. Segment your audiences so you can offer your VIPs early access, or custom bundles to people who browse certain products, or rewards to your most loyal customers.

5. Urgency and fear of missing out (FOMO)

Time-sensitive offers and low-stock alerts drive fast decision-making. Whether it’s countdown timers or “ends tonight” messages, FOMO fuels action. Brands use urgency to nudge last-minute buyers and drive conversions on tight timelines.

Common BFCM shopper personas

Not all BFCM buyers are the same. While we do recommend more granular segmentation practices based on zero- and first-party customer data, here are some broad personas that can help you visualize some of the offers you can extend throughout BFCM.

The deal hunter: This shopper is highly price-sensitive and laser-focused on getting the best bargains. Deal hunters compare prices across multiple sites, use coupon codes, and pounce on the deepest discounts available.
The early planner: Also known as the early bird, this shopper starts planning for BFCM well in advance. Early planners often create wishlists and take advantage of early access deals or previews. They dislike the last-minute rush and want to get their shopping done efficiently.
The last-minute shopper: The last-minute shopper flies by the seat of their pants. They might start buying late on Black Friday or on Cyber Monday itself after procrastinating. They often need a nudge or reminder. These shoppers respond well to urgent messaging (“Only a few hours left!”) and cart abandonment emails.
The loyalist: These are repeat customers who would buy from your brand even without a sale—but during BFCM, they still look for a little extra incentive. Loyalists want to be recognized and rewarded for their loyalty. They might seek out their favorite brands first during Black Friday, expecting special perks.
The gift giver: Many consumers use Black Friday Cyber Monday to jumpstart their holiday gift shopping. The gift giver is buying for friends, family, kids, etc., and is hunting for good deals on the perfect gifts. They value convenience (getting a lot of their holiday shopping done at once) and inspiration.

Tailoring campaigns to these personas, whether with urgency, perks, or recommendations, can help brands increase impact and relevance during the rush.

Brand challenges during BFCM—and how to solve them

1. Cutting through the noise

Inboxes are flooded during BFCM. While this is just a reality of the event, there are a few things you can do to cut through the noise:

Start testing offers during the summer. Find out which offers work best for which audience segments. When BFCM hits, your strategy will be based on evidence.
Turn off inessential automations. Make sure you’re not sending anything inessential that could clog up people’s inboxes even more.
Target lookalike audiences. These are people on social media who “look like” your real audience. They’re more likely to tap on your ads during BFCM.
Segment and personalize your messages. Blanket BFCM messages are less effective than offers that reflect real customer behavior and preferences. Segment your audiences based on engagement level, past purchase history, etc., so you can tailor offers to their past and even predicted behaviors.

2. Deep discounts vs. profitability

Endless discounts can erode profit margins and even brand equity if you’re a premium brand. Instead, try tiered discounts, bundling, or exclusive gifts to boost perceived value without cutting too deep. Flash sales can also drive urgency while keeping margin loss contained.

During their BFCM sale, Patrick Ta Beauty, for example, offered a complimentary gift worth $96—an eyeshadow palette, lip crème, and mini tote—for customers who spent $150 or more. The idea drove 8x YoY growth in Klaviyo-attributed revenue during BFCM, as well as higher AOV—all without relying on a single discount.

3. Customer support volume

Support tickets spike with sales. Be proactive: enable automated replies, offer a self-serve customer hub, and clearly communicate shipping and return policies.

Remember, too, that the best brands simultaneously empower customers to resolve simple issues quickly and their customer service representatives to handle complex issues with empathy. Make sure your customer service hub is pulling historical customer data from a common CRM, so your reps can delight customers with a support experience that’s backed by full knowledge about every customer.

4. One-time buyers vs. repeat customers

BFCM attracts deal-only shoppers. This is great for Q4 and end-of-year sales targets, but you’ll also want a plan for turning some of those new customers into repeat buyers for next year.

After giving their inboxes a break, follow up with welcome campaigns, loyalty invites, and personalized thank-you messages post-purchase.

5. Measuring performance across channels

BFCM is multi-channel, and tracking attribution is key. Use unified analytics dashboards to track real-time campaign performance across email, SMS, paid, and more, so you can adapt as the weekend unfolds.

How Klaviyo can help with BFCM success

Platforms like Klaviyo can help B2C brands make the most of BFCM. Here are a few ways that Klaviyo, the only CRM built for B2C, can help make your BFCM 2025 a success:

Real-time segmentation based on behavior and purchase history
Automated flows to send the right offer at the right moment
Omnichannel orchestration across email, SMS, and mobile push
Built-in AI that recommends send times and optimize copy
Attribution and reporting to see what’s driving results

Klaviyo helps brands unify their data, personalize their BFCM campaigns, and scale with confidence. For brands aiming to build loyalty beyond one-time BFCM sales, Klaviyo turns BFCM into a customer-growth engine.