Black Friday and Cyber Monday (BFCM) mark the most lucrative sales events of the year for ecommerce retailers. In 2024, the retail landscape will see a new layer of complexity, as many shoppers face economic pressure with shrinking disposable incomes and increased financial concerns. 

To thrive in this climate, ecommerce merchants need to move beyond standard promotions to develop innovative strategies that drive sales and ensure customer retention. This is where an “offensive” BFCM strategy that leverages a give-more-to-get-more philosophy becomes crucial.

Keep reading to learn why you need an offensive strategy for BFCM and how to create one that will boost revenue and keep customers coming back for more.

Why Merchants Need an Offensive BFCM Strategy

As a retailer, it makes sense to create a “defensive” BFCM plan that prepares you to handle potential issues like shipping delays, stock shortages, and returns. However, while this defensive mindset can help manage crises and build customer loyalty in the long term, it’s not enough to win customers over during such a high-stakes sales period.

An offensive BFCM strategy, on the other hand, is all about taking charge and aggressively capturing consumer attention. It focuses on drawing in customers with enticing offers, creative incentives, and opportunities that competitors may overlook. A well-executed offensive strategy will not only maximize sales during BFCM but also ensure that new customers become loyal, repeat shoppers.

With the fierce competition that surrounds BFCM, standing out is key. Shoppers are inundated with deals, promotions, and marketing messages from every angle. An offensive strategy will help you rise above the noise and secure your place in customers’ minds – ensuring they return even after the holiday season ends.

3 Offensive Promotional Tactics to Employ This BFCM

Now that you understand the importance of an aggressive and creative approach to Black Friday and Cyber Monday, here are three tactics that can help you drive more sales and keep customers coming back long after BFCM is over.

Offer Cashback Rewards for BFCM

Giving customers cashback rewards is a powerful incentive for Black Friday and Cyber Monday shopping. One innovative approach to this strategy is offering cashback as store credit, which shoppers can spend during BFCM or save for future use. This approach not only encourages initial purchases but also ensures that customers return to spend the credit after the busy holiday shopping season. 

Rise.ai research found that customers who earned cashback in the form of store credit leading up to BFCM showed a 60% increase in their return purchase rate (RPR). Cashback programs can significantly enhance customer loyalty and retention, especially when structured to provide ongoing value beyond the initial purchase.

Beyond increasing RPR, you can also boost AOV with cashback. Merchants that used Rise.ai to offer cashback as store credit saw an 18% increase in average order value (AOV), which is crucial for maintaining profitability during heavy discount periods like BFCM. When customers see an opportunity to “earn” rewards as they spend, they are more likely to add more to their carts to hit the threshold required for cashback rewards, which helps merchants protect margins and increase total sales.

Surprise & Delight With Rebates for High-Spend Customers

Another way to use cashback to incentivize holiday purchases and boost customer retention during BFCM is to reward your most valuable customers with cashback rebates. By creating customer segments based on lifetime or annual spend, you can offer targeted rewards that make these valuable customers feel special and encourage them to return to your store.

When implemented well, rebates can surprise and delight your top spenders, making them feel appreciated and encouraging them to shop with you again, instead of turning to a competitor for their holiday shopping needs. Moreover, creating engaging offers for these customers can help drive larger holiday purchases and increase their lifetime value (LTV). 

With Rise.ai, you can automate cash rebates for high-spending customers and even integrate them into your memberships and loyalty programs for a seamless customer experience. 

Think of rebates as a bonus for your top customers – a thoughtful gesture that not only rewards them but also ensures your brand stays top of mind during the busiest shopping season of the year.

Offer Gift Cards for Holiday Promotions

Gift cards are one of the most effective tools for driving sales during BFCM. Research shows that new customers who redeem gift cards during BFCM tend to spend 1.7 times more than the value of the gift card itself. This makes gift cards a virtually cost-free customer acquisition strategy, particularly during the holiday season when shoppers are actively looking for gifts.

To fully leverage the potential of gift cards, consider implementing BOGO gift card promotions. This approach not only drives sales but also encourages customers to return to your store after BFCM.

Additionally, by offering multistore redemption and omnichannel capabilities, you can unlock new sales channels and provide customers with more flexibility in how they use their gift cards. Whether through a Shopify POS or an online store, allowing customers to redeem gift cards across platforms adds an extra layer of convenience.

Custom-designed gift cards that align with holiday themes can also strengthen customer relationships. By offering personalized and festive designs, you can create memorable shopping experiences that resonate with customers and elevate your brand during the competitive BFCM period.

A Strong BFCM Can Set Your Business Up for Success in 2025

An offensive BFCM approach – focused on attracting customers with incentives like cashback rewards, rebates, and gift cards – can generate more sales and ensure customers return well after the holiday rush.

Cashback rewards offer a clear incentive to spend more during BFCM and return for future purchases. Rebates for high-spend shoppers surprise and delight your most valuable customers, which ensures they feel appreciated and remain loyal to your brand. And, gift cards provide a great opportunity to attract new customers while maximizing the spending of existing ones.

By implementing these offensive tactics, you can both capitalize on the BFCM rush and build long-term relationships with customers that will ensure your continued success beyond the holiday season and into the new year.