BFCM Game Plan: Insights and Inspiration for Shopify Apps

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Hey there, Oyku here!

The countdown to Black Friday Cyber Monday (BFCM) has begun.

The peak season of e-commerce is just around the corner, and the anticipation is building.

Not only the Shopify merchants are gearing up, but the entire Shopify app ecosystem is buzzing with innovative strategies to capture attention and drive sales.

In this special issue of Scaling Apps, I’m spotlighting some of the most effective BFCM campaigns from Shopify apps, sharing what they’re doing right and how you can apply these tactics to your strategy.

The trend is already climbing, and just like in 2023, it’s likely to reach its peak in November.

With only three months until the next BFCM, if you haven’t started planning yet, you might already be a little late!

But don’t worry, there’s still time to make an impact.

Let’s dive into what some of the top Shopify apps are doing this year and why I think they’re worth paying attention to.

Klaviyo: A Masterclass in Preparation

Klaviyo, the email and SMS marketing giant, has pulled out all the stops with a dedicated BFCM page.

Given how crucial email and SMS marketing are for merchants during this period, Klaviyo's content is packed with use cases, actionable tips, and best practices.

What stands out to me is their detailed marketing activity calendar, which is a lifesaver for anyone trying to stay organized amidst the BFCM chaos.

They are leveraging LinkedIn ads to distribute their BFCM content:

Tapcart: Leveraging Consumer Insights

Tapcart, a mobile app solution, has released an extensive BFCM consumer trend report. It’s not just a report; it’s a lead magnet that highlights the importance of mobile apps, with a dedicated section underlining why “Mobile Shopping Apps Are The Reigning Champs of 2024.”

Their strategy is smart—they’re using last year’s testimonials to build trust and credibility while positioning their product as indispensable for the mobile shopping surge.

Tapcart's testimonials are distributed on LinkedIn:

Skai Lama Apps: Educational Content

Skai Lama, an app aggregator offering solutions like volume discounts, bundles, checkout customization, and gifting, is going all-in on content.

They’ve published a series of blogs on increasing sales and “how-to” tips specifically for BFCM while promoting their apps.

Their co-founder, Neetika Malhotra, is also actively sharing these insights on social media, expanding their reach and driving traffic back to their blogs.

Fabrikatör: BFCM Playbook & Checklist

Now, a personal touch—Fabrikatör, where I lead growth, is in the thick of planning our BFCM campaign.

As an inventory management solution, our focus is on the operational side of things. We’ve created various content pieces, including an operational checklist and an inventory planning playbook, aimed at helping merchants plan their inventory for the entire BFCM period and bridge the gap between operations and marketing.

We’re distributing these through communities and founder-led social selling, while also experimenting with Reddit ads.

This campaign is still a work in progress, but the goal is clear: provide value-added content that merchants will find genuinely useful as they prepare for BFCM.

Tips in a nutshell:

Create relevant content: Tailor your content to fit your business. It doesn’t have to be overtly promotional, but it should offer real value to merchants gearing up for BFCM.
Experiment with lead magnets: Repurpose your content as lead magnets to connect with merchants or gather leads.
Distribute strategically: Focus on a few key channels, both organic and paid, that already make sense for your audience. Leverage your social presence where possible.
Join the conversation: Attend events, share your POV on podcasts, or engage with the community. Get creative to join the BFCM conversation with merchants.
Plan discounts wisely: Be strategic with discounts—too much can devalue your offering.
Start now! Time is of the essence, so dive in and get your BFCM strategy rolling.