Published: November 6, 2024 | Author: Veronica Jeans | Reading Time: 12 minutes
It's November and I need to divide you into two camps right now:
Camp A: Your early Black Friday registration popup is already live, capturing VIP emails. You're launching an exclusive early bird sale November 14-17 for those insiders. Your main BFCM campaign is scheduled and ready to roll. You're sipping coffee while your systems work.
Camp B: You just realized it's November and you haven't done any of that. You're panic-Googling "last-minute Black Friday ideas" and wondering if you should "double down" right now.
If you're in Camp A—congratulations. You're doing exactly what 7-figure stores do, and I'm about to show you the rest of the playbook.
If you're in Camp B—don't double down. I'll give you the survival strategy at the end. But first, let me show you what doing it RIGHT looks like, so you can join Camp A next year.
The Two Camps: Where Do You Stand?
Here's what separates profitable brands from everyone else: they build anticipation before they drop the sale.
Think of it like a movie trailer. You don't just release the film—you tease the story, the stars, the stakes. By the time the movie drops, your audience is already in line with their wallets open.
"Marketing is just a series of conversations. Start talking to your customers before the sale." – Ezra Firestone
The RIGHT Way: Early Registration + VIP Early Access Strategy
Here's the exact strategy my stores are running right now—and you can swipe it for next year.
Week 1 (Nov 4-10): The Spark + List Building
Goal: Build curiosity, capture VIP emails, and set the stage
What's happening NOW on our sites:
- Popup on all stores: "Get VIP Early Access to Our Black Friday Sale—Nov 14-17 Only"
- Exit-intent popup: "Don't miss out—early access starts Nov 14"
- Homepage banner: "Early Bird Registration Open—Shop Before Everyone Else"
Email themes this week:
- "BFCM is coming… and VIPs shop first (register here)"
- Behind-the-scenes prep: "Here's what we're packing for our biggest sale of the year"
- Customer love stories: brand mission, UGC highlights, why your products matter
Pro tip: Don't mention the discount percentages yet. You're building a waitlist of people who want access, not just a deal. This is how you separate bargain hunters from real customers.
Week 2 (Nov 11-13): The Hype Engine + Final VIP Push
Goal: Educate, excite, create FOMO for early access
Email themes:
- Monday (Nov 11): "VIP early access opens in 3 days—here's what's included"
- Tuesday (Nov 12): Best-seller breakdowns: "Why 10,000 customers love this product"
- Wednesday (Nov 13): "Last chance to register for early access—doors close tonight"
What to highlight:
- Reviews and social proof—real customers, real stories
- Value stories: the benefit behind your products (not just the price)
- Shipping deadline reminder: "Order by Dec 1st for guaranteed Christmas delivery" (critical for handmade/custom products)
Subject line examples:
- "The one product our customers buy twice"
- "Early access starts tomorrow—are you on the list?"
- "Final call: VIP registration closes at midnight"
Week 3 (Nov 14-24): The Launch Sequence
This is where your strategy splits into two phases: VIP Early Access (Nov 14-17) and Public Sale (Nov 18-24).
Phase 1: VIP Early Bird Sale (Nov 14-17)
Who gets it: Only people who registered through your popups and early emails
Why it works: Scarcity + exclusivity = higher conversion rates and better customers
The offer structure (what we're running):
Threshold Discounts:
- Under $175: 20% off
- Over $175: 25% off
Quantity Bundles (on product pages + cart):
- Buy 2: 30% off
- Buy 3: 50% off
Weekend Sweetener (Nov 16-17 only):
- Surprise bonus: Free gift with purchase, upgraded shipping, or mystery discount code
- This keeps momentum through the weekend and rewards your VIPs
Email sequence for VIP Early Access:
Thursday, Nov 14 (Launch Day):
- 6am: "You're in! Early access starts NOW (ends Sunday)"
- 6pm: "Already selling fast—here's what's flying off the shelves"
Friday, Nov 15:
- "Why [bestseller product] is worth it—from customers who bought it"
Saturday, Nov 16:
- "SURPRISE: Weekend-only bonus inside" (introduce your sweetener)
Sunday, Nov 17 (Last day):
- 10am: "Last day for early access—public sale starts tomorrow"
- 6pm: "Final hours—VIP pricing ends at midnight"
Critical banner on all emails + website:
"Order by December 1st to guarantee Christmas delivery—everything is handmade and ships from our studio."
This creates real urgency without training customers to wait for bigger discounts.
Phase 2: Public BFCM Sale (Nov 18-24)
Monday, Nov 18 (Public launch):
- "Our Black Friday sale is officially open"
- Same offer structure as VIP access, but now available to your full list
- Emphasize: "This is what our VIPs have been shopping since Thursday"
Tuesday-Wednesday (Nov 19-20):
- Educational content: How-to's, product comparisons, gift guides
- "Top 10 bestsellers from our early access sale"
Thursday, Nov 21 (Thanksgiving):
- "Grateful for you—here's what we're thankful for" (light email, high engagement)
Friday, Nov 22 (Black Friday):
- 6am: "Black Friday is here—our biggest sale of the year"
- 12pm: "Trending now: What everyone's adding to cart"
- 6pm: "Black Friday ends tomorrow"
Saturday-Sunday (Nov 23-24):
- Bundle reminders: "Buy 2, save 30% / Buy 3, save 50%"
- Shipping deadline: "Order by Dec 1st for Christmas delivery"
Monday, Nov 25 (Cyber Monday—Final push):
- 6am: "Cyber Monday final hours"
- 12pm: "Last chance—some items already selling out"
- 6pm: "FINAL HOURS: Sale ends at midnight" (This is NOT a lie—stick to it)
Critical: When you say it ends, it ENDS. Don't extend it. Train your customers that your deadlines are real.
The Two-Popup Strategy for Maximum Captures
Popup #1: The Standard Timed Popup (Primary Capture)
When it appears: 10-15 seconds after someone lands on your site, OR when they scroll 30% down the page
Who sees it: First-time visitors + returning visitors who haven't registered yet
The copy:
🎁 VIP Early Access: Black Friday Starts Nov 14
Get exclusive access to our sale 4 days before everyone else.
Plus: First pick of limited inventory + surprise bonuses.[Enter your email] [GET VIP ACCESS]
Sale starts Nov 14 for VIPs only. Public launch Nov 18.
Why this works: You're catching people while they're engaged and browsing. They're already interested in your products—now you're giving them a reason to join your list.
Popup #2: The Exit-Intent Popup (Last Chance Capture)
When it appears: When someone moves their mouse toward the browser's back button or close tab (exit-intent trigger)
Who sees it: Anyone about to leave WITHOUT registering
The copy:
Wait! Don't Miss Early Access 🎯
Our Black Friday VIP sale starts Nov 14—that's 4 days before the public.
Early birds get:
✓ First access to deals (Nov 14-17)
✓ Best selection before sell-outs
✓ Exclusive weekend surprises[GET MY VIP ACCESS] [No thanks, I'll wait for the public sale]
Why this works: This is your last-ditch effort. They were interested enough to visit, but not enough to buy TODAY. Give them a reason to come back Thursday.
Pro tip: The "No thanks, I'll wait for the public sale" button is psychological gold. Nobody wants to admit they're choosing to wait and miss out.
Should You Run BOTH?
Absolutely—here's why:
- Standard popup captures 2-4% of visitors (your high-intent browsers)
- Exit-intent popup captures another 1-2% (your fence-sitters)
That's 3-6% of your traffic joining your VIP list instead of just bouncing. On 10,000 November visitors, that's 300-600 new VIP emails before your sale even starts.
Do the math:
- 500 VIP registrations
- 15% convert during early access (Nov 14-17)
- Average order value: $150
- That's $11,250 in revenue from people who would've just browsed and left.
The Updated Welcome Email Automation
You're running early registration, but your standard welcome email doesn't mention it? That's like inviting someone to a party and forgetting to tell them when it starts.
You need a temporary welcome series for anyone who signs up during your early registration period (Nov 4-13). Here's the strategy:
Email 1: Instant Confirmation (Triggered immediately after signup)
Subject: You're on the VIP list—here's what happens next ✓
Key elements to include:
- Confirmation they're registered for VIP access
- Exact date and time the sale opens (Thursday, Nov 14 at 6am)
- What they can expect (exclusive deals, first pick, surprise bonuses)
- Links to bestsellers so they can browse now and buy later
- Reminder to add favorites to wishlist for fast checkout
Email 2: The Reminder (Sent Nov 10 or 11)
Subject: VIP sale opens in 3 days—here's what's included
Key elements to include:
- Sale start reminder (Thursday, Nov 14)
- Threshold discount details (20% under $175, 25% over $175)
- Bundle pricing (30% for 2, 50% for 3)
- Weekend surprise bonus teaser
- Shipping deadline (Dec 1st for Christmas delivery)
- Last year's bestsellers during VIP access
Email 3: The Final Countdown (Sent Nov 13 at 6pm)
Subject: Tomorrow at 6am: Your VIP access begins
Key elements to include:
- Set alarm reminder (6am CST tomorrow)
- Quick summary of deals (20-50% off depending on purchase)
- Limited inventory warning (especially bestsellers)
- Shipping deadline reminder (Dec 1st)
- Tip to prepare cart tonight for fast checkout
- Window reminder (until Sunday Nov 17 at midnight, but best stuff sells by Friday)
After Nov 18: Switch back to your normal welcome series once the public sale launches. Anyone signing up after Nov 18 missed early access—just welcome them normally.
Why This Strategy Beats Bigger Discounts
Deeper discounts kill your margins—and worse, they train your audience to wait for even better deals next time.
This framework flips that script:
- ✅ Early VIP access rewards your best customers and captures high-intent buyers first
- ✅ Threshold discounts protect margins on small orders while incentivizing larger carts
- ✅ Quantity bundles move inventory and increase AOV without blanket discounting
- ✅ Weekend sweeteners maintain momentum without devaluing your brand
- ✅ Shipping deadlines create real urgency (not fake scarcity)
By building anticipation pre-sale and segmenting your launch, you're creating a revenue system, not just a one-off spike.
This is how brands scale profitably.
After the Sale: The Post-BFCM Drip That Makes You Money
Here's where most brands completely screw up: they go silent after Cyber Monday.
Big mistake.
"The game is won or lost on the back end." – Ezra Firestone
The first sale isn't the finish line—it's the starting point of the customer relationship. Your post-purchase drip is where repeat buyers (aka your most profitable customers) are made.
The 4-Part Post-Purchase Email Flow
Set this up in Klaviyo or your email platform NOW, so it runs automatically after BFCM.
Email 1: The Thank You
When: Immediately after purchase
What to say: Make it emotional. Celebrate the customer.
"You just joined 20,000 other customers on a mission to [your brand mission]."
Add a personal video from you (yes, authenticity matters). Include a customer spotlight. Set the tone that they didn't just buy a product—they joined something.
Email 2: The Experience
When: 3–5 days after purchase
What to say: Help them use the product.
Include:
- How-to guides or videos
- Care instructions (especially for handmade items)
- Customer favorites and styling/pairing ideas
Why this matters: This reduces returns and increases satisfaction. It positions you as a partner, not just a seller.
Email 3: The Social Loop
When: 7–10 days after purchase
What to say: Ask for reviews, showcase UGC, reinforce value
Example subject: "We'd love to see how you're using it 👀"
Pro tip: Offer $20 store credit after the review is submitted (not before). Reward advocacy, and watch your social proof multiply.
Email 4: The Smart Upsell
When: 10–14 days after purchase
What to say: Offer a complementary product—no steep discounts
"You loved [product X]—now complete the set with [product Y]."
Don't discount here. They already bought from you. They trust you. Offer value, not desperation.
Bundle example: "Customers who bought X also love Y—here's why they work perfectly together."
If You're Too Late This Year: Your Survival Strategy
If you're in Camp B and you haven't done the prep above, you don't have time to execute the full strategy.
So here's your stripped-down, damage-control playbook:
What NOT to Do:
- ❌ Rush a half-baked campaign that damages your list
- ❌ Throw money at untested ads during the most expensive time of year
- ❌ Work 80-hour weeks trying to "catch up"
What TO Do:
1. Keep It Simple
- Email your existing customers only (they already trust you)
- One offer, one weekend push—that's it
- Focus on your hero products with proven conversion
2. Use Smart Discounting
Don't just throw 30% off at everyone:
- Threshold: 20% off under $175 | 25% off over $175
- Bundles: 30% for 2 | 50% for 3
3. Emphasize Your Shipping Deadline
If you're handmade or custom: "Order by Dec 1st for Christmas delivery"
This creates urgency without margin-killing discounts.
4. Document Everything
Take notes. What worked? What flopped? This is your playbook for next year.
Bottom Line: Early Access Is the Game-Changer
The brands winning BFCM aren't the ones with the biggest discounts—they're the ones who built anticipation, rewarded VIPs, and created strategic urgency.
If you're running early registration + VIP access (Nov 14-17) like we are: You're ahead of 90% of stores. Execute the rest of the playbook, nurture those post-purchase customers, and watch your Q4 numbers soar.
If you're scrambling: Keep it simple this year, document everything, and commit to starting your 2025 BFCM strategy in January.
Your business should build wealth, not steal your life. And that means planning ahead so November doesn't become a month of panic and exhaustion.
Next year? You'll be the one with registration popups running in early November and VIP sales launching mid-month while everyone else is still figuring out their Cyber Monday email.
You're not behind. You're just learning where to focus next.
Real talk from the yacht,
Veronica
Ready to build your 2025 BFCM strategy starting in January? Let's talk about the systems that work while you sleep—because next November, you'll be the one in Camp A.
Frequently Asked Questions
Is it too late to launch a Black Friday campaign on November 4th?
If you haven't prepared your early registration campaign, VIP email list, or tested your offers by November 4th, you're too late to execute a full anticipation marketing strategy. However, you can still run a simplified survival strategy focusing on existing customers, proven products, and smart threshold discounting. The key is not to panic and rush a half-baked campaign that damages your brand and margins.
What is VIP early access and why does it work better than regular discounts?
VIP early access gives registered customers exclusive shopping days (typically 3-4 days) before the public sale launches. This works better than blanket discounts because it: rewards your best customers first, captures high-intent buyers before competition intensifies, creates genuine scarcity and exclusivity, allows you to use smaller discounts while maintaining perceived value, and segments your audience so you're not training everyone to wait for deeper deals.
Should I use threshold discounts or blanket percentage-off deals?
Threshold discounts protect your margins better than blanket discounts. Example strategy: 20% off orders under $175 and 25% off orders over $175. This incentivizes larger cart sizes while protecting profitability on smaller purchases. You can also add quantity-based bundles (30% off when buying 2 items, 50% off for 3 items) to increase average order value without killing margins on single-item sales.
How do I set up early registration popups on my Shopify store?
Use a two-popup strategy: (1) Standard timed popup that appears 10-15 seconds after landing or at 30% scroll depth, capturing engaged browsers with VIP early access messaging. (2) Exit-intent popup triggered when visitors move to close the tab, offering a last chance to register. Both should feed into a dedicated email list or segment for your VIP launch sequence. Connect these to a temporary welcome email automation that confirms registration and builds anticipation until launch day.
What should my post-purchase email sequence look like after BFCM?
Implement a 4-part post-purchase flow: (1) Immediate thank you email celebrating their purchase and setting brand tone. (2) Experience email 3-5 days later with how-to guides and care instructions. (3) Social loop email 7-10 days later requesting reviews and showcasing UGC (offer store credit after review submission). (4) Smart upsell email 10-14 days later offering complementary products without steep discounts. This sequence turns first-time buyers into repeat customers and maximizes customer lifetime value.
When should I start planning my 2025 Black Friday campaign?
Start planning your 2025 BFCM strategy in January. This gives you time to: build your email list throughout the year, test offers and messaging in lower-stakes months, create reusable campaign templates and automation systems, develop your anticipation content calendar, and document processes so you're not scrambling in November. Seven-figure stores plan Q4 campaigns at the beginning of the year, not in October.
How long should my VIP early access window be?
A 3-4 day VIP window is ideal, typically Thursday through Sunday before the public Monday launch. This example uses November 14-17 for VIP access, then opens to the public November 18. This creates genuine exclusivity without making VIPs feel rushed, allows time for weekend shopping behavior, and maintains scarcity by keeping the window short enough that VIPs take action instead of procrastinating.
What's the biggest mistake stores make with Black Friday marketing?
The biggest mistake is going silent after Cyber Monday. Most brands treat BFCM as a one-time sales event instead of the beginning of a customer relationship. They fail to implement post-purchase nurture sequences, don't ask for reviews, miss upsell opportunities, and don't build systems to convert first-time buyers into repeat customers. The game is won on the back end—post-purchase email flows are where repeat buyers and profitable customer relationships are made.
