Black Friday/Cyber Monday (BFCM) isn’t just a sprint to the finish line. It’s where your entire Marketing engine is tested under pressure.
Shoppers aren’t browsing. They’re calculating. Tariffs, inflation, and endless options have changed how we all need to work because it’s changed how everyone is BUYING. Loyalty is on pause. But the brands that win? They aren’t louder. They’re smarter.
You’re smart, and I want you to crush.
So, your version of winning BFCM in 2025 will mean showing up earlier, personalizing deeper, and turning unknown clicks into high-intent buyers.
This guide, from Wunderkind, is the end all be all for BFCM planning.
I’ll break down what to know and what to DO. Because we have to act.
1️⃣. If You’re Not Planning Now, You’re Already Late
BFCM isn’t something you figure out in the fall. It’s something you finish in the summer.
The brands that win already know their promos, their flows, and their tech stack. They’re not scrambling in Q4. They’re scaling.
If your site isn’t built to recognize who’s visiting, you’re wasting traffic. And if your email and SMS aren’t behavior-driven, you’re burning budget and throwing precious site traffic down the drain.
The Wunderkind BFCM guide says it straight up. Shoppers now are careful. They’re price-sensitive – the data proves it. They’re comparison shopping across more sites than ever. If you’re not ready to personalize every touchpoint, someone else will.
This is the window to get ahead. If you’re waiting until September, you’re already behind. I’m glad we’re talking about this in July.
2️⃣. Anonymous Traffic Is Your Biggest Leak
You can’t convert who you can’t see.
Most Marketers focus on cart abandonment, but the real problem starts earlier. Site traffic means nothing if you don’t know who’s on the other side.
Wunderkind notes that only 33% of BFCM revenue came from known users. These weren’t random sends. They were behavior-triggered messages tied to real identities.
Here’s the gap: Most brands rely on ESP popups that fire too soon or too late. All while high-intent shoppers bounce without ever being captured. </3
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First-party identity resolution changes that. It turns passive visits into owned contacts. It powers personalized emails, texts, and onsite experiences that respond to what shoppers actually do.
Don’t wait for a checkout to start personalizing. Start with recognition.
3️⃣. List Growth Starts Before the Discounts Drop
If you’re waiting until November to build your list, you’ve lost. NOW IS THE TIME TO ACT.
The smartest brands are collecting emails and phone numbers right now. Not with 1-size-fits-all popups, but with offers that hit at the right time – based on what the shopper is actually doing.
The guide shows how tariffs are reshaping loyalty and TIMING. And, what to do about it.
Timing your marketing is the difference. Passive popups can’t convert cold traffic. Behavior-triggered prompts turn warm visitors into high-intent leads.
Wunderkind uses identity data to know who’s on your site, what they’ve seen, and when they’re most likely to convert. Brands double their opt-in rates before peak season even starts. Wunderkind’s agentic AI is powerful and increases your opt-ins without you having to do anything. So, as mentioned, the time to study this is now.
BFCM isn’t just about converting buyers. It’s about collecting leads before the chaos hits. Build the list now. Monetize it later.
4️⃣. Urgency Only Works If It Hits at the Right Time
Urgency isn’t created by the subject line you choose. It’s all in timing.
Most brands blast “ending soon” emails without knowing if the shopper even cared in the 1st place.
That’s a waste.
Wunderkind builds urgency based on what someone actually did. Looked at a product 2x? Stayed on the page for 5 minutes? Abandoned a $200 cart? That’s when the timer starts, and the reaction is different for each shopper and powered by AI.
And it’s not just email. It’s SMS. Onsite. Every channel working off of real customer behavior.
The goal isn’t to send more. It’s to send when it matters.
Right shopper. Right trigger. Right moment. That’s how urgency drives revenue. See the tactics here.
5️⃣. Most Abandonment Flows Start Too Late
If your flow starts at “added to cart,” you’re already behind.
Most shoppers bounce before they ever touch the cart. They scroll, they browse, they hesitate, then they’re gone. And if you can’t recognize them, you can’t bring them back.
The Wunderkind BFCM guide makes it clear. The real drop-off happens upstream. Brands that wait for checkout triggers are missing the majority of high-intent visits.
Identity lets you act earlier. Product views. Page depth. Time on site. Every 1 of those signals can trigger a message that brings them back before the window closes.
Start the conversation before the cart. That’s where the revenue is.
6️⃣. Plug Identity Into Your Stack, Not Just Your Inbox
Some brands want done-for-you triggers. Others already have a lifecycle team and just need better data.
Wunderkind is rolling out an API that does exactly that.
You can take their identity and behavioral data and plug it straight into your ESP, CDP, or CRM. No need to overhaul. No need to hand over your entire messaging flow. It just makes your stack stronger.
It means you get access to who’s on your site, what they’re doing, and how they behave across devices. And you can use that intel to power your own already working the way you want.
If your team already knows how to execute, this is how you feed them better inputs.
More signals. More flexibility. More control.
7️⃣. BFCM Should Build More Than Revenue
Most brands treat BFCM like a quick spike. Launch the promo, grab the sales, move on and look forward to next year.
But the smart 1’s use it to build the foundation for everything that comes next.
Every opt-in, every click, every purchase is a signal. When you have identity resolution in place, those signals don’t disappear. They fuel better retargeting, smarter segmentation, and more relevant messages across email, text, and on your website.
Wunderkind turns BFCM performance into long-term growth. The platform captures behavior in real time and feeds it back into your system so every message improves over time.
You’re not just selling for 1 weekend. You’re building a pipeline that keeps paying off.
This Is the Year You Stop Guessing
BFCM can make or break your brand so why not increase revenue and get set up before Q4?
If your site can’t identify visitors, if your flows aren’t behavior-driven, if your timing is off by even a few hours, you’re leaving money behind.
The brands that win this year won’t be improvising. They’ll be running systems that are already in motion by Q4. Systems powered by identity, real-time behavior, and smarter delivery across every channel.
Wunderkind’s BFCM guide lays out the strategy. This breakdown only gave you the tactics.
Now go build it. And, know that BFCM 2025 is going to be an entirely different ballgame. So, treat it with the respect and attention it requires. Now.
