Paid Social
October 27, 2022

Want to ⚡️ CRUSH ⚡️ Your Black Friday Profits in 2022? Do These 11.5 Simple Things… (an Ecommerce Checklist)

Let’s cut to the chase, here's a list of 11.5 things you MUST implement to maximise your BFCM profit in 2022. 

Wishing you an incredible Black Friday! 💥

Want to see Examples Of Ad Creatives for Black Friday? Go to Point 10.

Let's start.


The Offer is the most important part of your BFCM Plan.

1 - Prepare Your Black Friday Offer 

  • Keep it attractive - people want to buy and save / get a good deal.
  • Keep it simple - easy to communicate (for your ads, emails and affiliates) & understand for your customers. 
Choose your Black Friday offer. It's the most IMPORTANT part of your BFCM plan.
BFCM Offer Options: 

A | Straight Discount 
20% to 30% (sitewide or on a specific product / collection)

B | Tiered Discount
spend $50 get 10% off, spend $75 get 20% off, spend $100 get 30% off 

C | Gift With Purchase 
: Buy Hoodie & Get a Free T-shirt 

D | Exclusive Bundles 
: 2 for 1 

E | Limited Edition Products 
: Limited Edition (250 pieces) necklace 

F | If you DON'T like discounts:

Create urgency
Example: Free Delivery on all orders until XX day 

Create scarcity 
A - Low stock warning 
B - Limited stock / X people are looking at this right now 
C - Your New Customer Offer valid for XX Days

2 - Plan Offer Duration 

Black Friday Cyber Monday 2022 - KEY DATES

Best practice for BFCM offer duration:  

A | Exclusivity
Release your offer early to your Email List.

When do you want this to start / end?

B | Main BFCM offer to run over BFCM weekend
Black Friday is on the 25 of November this year.

C | Do you want to:

Start on Friday or earlier? 

Finish on Friday, Sunday, another day?

Do you want to communicate Cyber Monday (27th of November?)


3 - Map Your “Own Strategy” - Email & SMS 

Key Dates for your Email Campaign Calendar:

November 2022

  • 22nd November Tuesday  - VIP Early Access
  • 24th of November Thursday  - BFCM Early Access Starts
  • 25th of November Friday (Black Friday) - BFCM Main Sale Starts 
  • 26th of November Saturday - Small Business Saturday 
  • 27th of November Sunday - BFCM Main Sale Ends
  • 28th of November Monday  - Cyber Monday

December 2022

  • 1st December Thursday - Christmas - Main Push Starts
  • Week 5th to 11th of December - Last Day Guaranteed Delivery for Christmas
  • 20th of December Tuesday  - Shipping Deadline 
  • 25th of December Sunday - Christmas 
  • 26th of December Monday  - Boxing Day - EOY Clearance 
  • 1st of January 2023 Sunday - Winter / New Year Sale Starts - you can start thinking about Blue Monday  

4 - Segment Your Email Subscriber Lists 

Make sure you segment at least customers who:

  1. Never Purchased 
  2. Purchased (you can dive deeper here, example: Casual Customers, Lapsed Customers)
  3. VIPs 

5 - Plan Your Email & SMS Campaigns  

List of Email Campaigns we recommend to maximize your profits: 

Email Campaigns List - November 2022

  • Black Friday Teaser - 21st of November, Monday
  • VIP Early Access - 22nd of November, Tuesday
  • Black Friday Early Access - 24th of November, Friday 
  • Black Friday Sale Start, Reminder, End - 25th - 27th of November, Friday to Sunday 
  • Cyber Monday Start, Reminder, End - 28th - 29th of November, Monday - Tuesday 
  • "Thank You from the Founder" - 29th of November

Email Campaigns List - December 2022

  • Last Day Guaranteed Delivery - around the 6th of December 
  • Christmas Shipping Deadline - around the 20th of December 
  • Christmas / Boxing Day Sale - 25th - 26th of December, Sunday - Monday

6 - Q&A Your Online Store

Make sure your website works well (do it yourself or ask for help from the team, or even friends). 

During this Q&A you will most likely find things like broken links, incorrectly sized images, outdated content, etc. 

7 - Create BFCM Version Of Your Site 

Home Page: 

  • Edit messaging to have content showcasing your offers.
  • Make the main CTA lead to a collection with your offer.


  • Edit your banner to contain promo messaging.
  • Change your pop-ups to communicate offer. 
  • if needed, change email flow too. 

If you will not do the points above (I know it’s a lot of work) - I can assure you, that your conversion rate will dramatically drop. And we do not want that. 

Black Friday Sale - Website Messaging Example

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8 - Set Targets and Spend Goals 

A | Existing Customers 

How much revenue are you expecting to generate?

B | New Customers:

How many do you want to acquire during the BFCM period?

How much revenue do you want to make from those New Customers? 

From there, plan your Digital Ad Spend 


  • CPMs will be sky high
  • BUT CV might be high enough to offset the CPMs

C | Understand your Customer Acquisition Cost (CAC) targets for this period. 


  • For nearly every business, the customers you acquire in November will be worth the least to you versus other monthly cohorts.
  • Ideally, you've worked hard to acquire customers throughout the year and don't need to rely only on having amazing ad performance to hit your goals.

9 - Plan Your Meta Ads Strategy 

A | Run Lead Generation Ads on Facebook / Instagram 

  • If you haven't already, make sure you spend money on growing your Email Subscriber List from as early as the beginning of October.

B | Prep your main Meta Ads for BFCM Sale 

  • The main goal of these ads is to communicate your BFCM offer clearly.

C | When are you advertising your BFCM offer? 

  • When do you start? 
  • Will you advertise early access? 
  • When does your offer end? 

D | Define your audiences:

  • Best performing TOF 
  • Best performing MOF

10 - BFCM Meta Ad Creative MUST Do’s

A | Footage / Visuals

  • Gather your best-performing ad creatives (still images, videos, other)  from the past 12 months and choose which one you want to run 
  • Or - use new content - UGC, statics, GIFs, studio shots.

Insider tip:
We rarely run static images in Meta ad campaigns for our clients.

But the BFCM period is the one time of the year when it’s definitely a good idea. 

Why is it a good idea to run Static Images during BFCM?

  • Statics get lower CPMs 
  • The goal of this ad creative is to communicate your BFCM Offer 
  • If you’ve done a good job with your offer and it is simple & attractive, it will be very easy to communicate that in a static image. 
Black Friday Sale Meta Ad Creatives - Examples

B | Ad Copy: 

  • Keep it simple 
  • Keep it clear (what is the offer) 
  • In line with your best performers / brand values 
Black Friday Sale Meta Ads - Copy Examples

11 - Activate Your Affiliates 

  • Let them know about your offers. 
  • Give them a brief with all of the talking points you want them to hit, creative, and their links. (but make it simple. It will be easy for them to deliver. 


11.5 - Don't Sleep On Your Organic Social 

Continue publishing content with a mix of educational, UGC, and promo content.

Wishing you an incredible Black Friday in 2022!

If you want to see more examples of ad creatives, drop me a line on Instagram or Linkedin



Hi! I’m Anna, Creative Strategist & Co-founder of Blue Drop. 

I help ecommerce stores grow their revenue with Paid Social Ad Creative.

At Blue Drop, we offer Ad Creative production and Full Campaign Management under our monthly agency fee. 

We spent years crafting our Digital Advertising Testing Framework. Thanks to combining Creative Strategy, Ad Production, Digital Ads Strategy & Data Analysis together, we’re able to grow ecommerce brands efficiently, even in the past iOS14 world of ads. 

If you want to see more examples of ad creatives, drop me a line on Instagram or Linkedin

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