The Black Friday/Cyber Monday (BFCM) period is no longer just a chaotic sprint for sales; it’s evolved into a marathon of strategic relationship building. Commerce marketers who focus solely on discounts risk leaving value on the table, while those who think long-term unlock opportunities to deepen customer loyalty, experiment with new tactics, and gather critical insights for future growth.

This year, instead of chasing the fastest path to revenue, consider how your BFCM strategies can amplify your brand story and set the stage for sustained success.

Use Data to Bolster Customer Service

Rather than blasting generic discounts, use BFCM to better understand your audience. For instance, instead of promoting sitewide deals, try segment-specific offers that encourage shoppers to share preferences or habits in return for a tailored reward.

Consider an email campaign offering early access to loyal customers with a quick survey on their holiday wish lists. This can make customers feel special — and it arms you with data to drive smarter personalization later.

Think Beyond Transactions

BFCM is often seen as the ultimate “conversion moment.” But what if the true value lies in expanding your ecosystem?

Focus on turning first-time buyers into lifelong advocates. Post-purchase campaigns can be just as impactful as the initial sale: highlight your brand’s story, offer exclusive content or perks, and keep the conversation going. A meaningful follow-up can transform holiday browsers into the repeat customers who drive your business throughout the year.

Don’t Just Follow Trends

BFCM is the perfect playground for experimentation. Whether it’s A/B testing new ad formats, trialing social commerce tools, or refining your creative voice, take advantage of heightened consumer attention to learn what works (and what doesn’t).

For instance, how does introducing a live shopping experience affect cart size? Does integrating AR into product browsing improve conversions? The insights you gather now could spark innovations that shape your approach for years to come.

Rethink ROI

Success during BFCM shouldn’t be measured only in dollars. Consider how this critical period aligns with broader goals, such as audience growth, market share, or even sustainability. Could you align BFCM messaging with a commitment to environmental responsibility, using the season as a platform to communicate impact?

When brands tie their promotions to meaningful intentions, they build trust and goodwill in ways that resonate well beyond the buying moment.

Build for Tomorrow, Not Just Today

The real winners of Black Friday aren’t the brands that rack up one-time sales — they’re the ones that use this season to strengthen their relationships, refine their strategies, and plant the seeds for future growth.

What does that look like for your brand? If you’re ready to stop chasing fleeting wins and start building something lasting, let’s talk. At Kepler, we help commerce marketers turn every BFCM into an opportunity to think big, act smart, and deliver results that matter.