Revenue doesn’t climb in September or October. It waits until mid-November. And that climb is steep: sales start to rise just 10 days before Black Friday, and they remain elevated for more than two weeks. Cyber Week is the moment everything converges: peak discounts, peak urgency, and peak revenue.

Grow your SMS list and refine campaigns early, but hold back your most powerful offers until mid- to late November. Use Klaviyo’s predictive analytics to identify when shoppers are most likely to convert and trigger personalized messages at the right moment. Predictive insights like churn risk, expected next order date, and customer lifetime value can help you time offers with greater precision and maximize return.

A closer look at the run-up to Black Friday reveals that shoppers are boosting their browsing––researching, comparing, and building carts––before they buy. For the 10 days prior to Black Friday, product views surge, while orders lag. Once Black Friday hits, the switch flips: orders skyrocket, and browsing fades.

Use the “consideration window” to capture signals like browse and cart activity. Prioritize retargeting strategies such as browse and cart abandonment flows, dynamic product recommendations, and personalized reminders. By meeting shoppers with the exact product they viewed or left behind, you increase the likelihood of being the first brand they think of when they shift from considering to buying.

Cyber Week has become the epicenter of promotions. Discounts nearly triple compared to the rest of the year and nearly double compared to the rest of peak season. Just 8 days after Black Friday, discounting drops sharply—except for a small December bump tied to shipping cutoffs.

Anchor your steepest offers in Cyber Week, then taper. Use Klaviyo flows to trigger urgency-driven messages tied to shipping deadlines with smaller incentives, driving last-minute sales without giving away unnecessary margin.

On Black Friday 2024, 43% of GMV came from email and SMS combined, far above the seasonal average of 38.5%. SMS spiked to 6x its usual revenue share, while email carried long-form offers and storytelling. Together, these are the channels shoppers rely on most when urgency peaks.

In 2025, we’ll likely see the same trend, if not more pronounced across mobile since there are even more engagement opportunities. SMS is only one variant. There’s also RCS and WhatsApp.

Orchestrate email and SMS to work together. Use SMS for urgency—flash sales, reminders, and limited-time deals—while using email to build depth with storytelling and detail. Klaviyo’s AI-powered channel affinity can help you give every shopper the right nudge, on the right channel, at the right time.

Nearly half of all BFCM revenue comes from first-time buyers, and their share peaks during Cyber Week. On Small Business Saturday alone, more than half of revenue comes from new customers.

Treat BFCM as your No. 1 acquisition moment. With Klaviyo, you can instantly funnel new buyers into welcome flows, post-purchase education, and personalized recommendations—transforming one-time purchases into lifelong loyalty.