Black Friday Cyber Monday Countdown Calendar: Your Play-by-Play Guide to Crushing the Holiday Season

What if the success of your entire holiday season depended on the next few weeks? For e-commerce brands, that is exactly what Black Friday and Cyber Monday represent.

It’s no secret – together, Black Friday and Cyber Monday are the biggest shopping days of the year, and for e-commerce brands, they can be make or break.

Customers are primed to buy. Competition is fierce. And inboxes are overflowing. The pressure is real, but so is the opportunity. 

To stand out, you need to step beyond discounts and simple incentives. You need a plan that starts weeks before the big weekend and keeps customers engaged well after the sales are over. If only there was a countdown calendar that showed you what you need to do and when…

We’ve got you covered. This guide gives you a week-by-week breakdown of how to prepare, launch, and follow up on your Black Friday and Cyber Monday campaigns. From list warm-ups to post-event follow-ups, each step is designed to win you customers and keep them loyal long after the season ends. Let’s get to it.

Black Friday Cyber Monday 2025 key dates: 

📅 Black Friday 2025: November 28 

📅 Cyber Monday 2025: December 1

Black Friday and Cyber Monday might feel far away, but the most successful campaigns are already in motion well before November hits. The first step is to get your strategy and infrastructure in place so nothing slows you down once the selling season begins.

What to do now:

• Align your team around holiday readiness. Customer service, fulfillment, and even finance need to be on the same page to handle the surge in demand. 
• Set clear KPIs for the campaign, such as email revenue targets, SMS conversion rates, or new customer signups.
• Audit your database and clean your lists. Identify inactive contacts and set up re-engagement flows to try and prick their ears back up in time for BFCM. A clean list also improves deliverability when the volume spikes.
• Segment your audience into groups like engaged vs. less engaged customers, VIPS and new subscribers. This makes it easier to send the right message to the right people later on.
• Finalize your high-level campaign calendar to lock down themes, promotions, and send dates.
• Test discount depth by segment and channel. Find who is price sensitive and where they convert best, so you don’t erode margin during peak.

Your strategy is drafted. Your list is clean. The next step? It’s time to start building excitement while getting your subscribers used to hearing from you a little more often. Inbox providers reward consistent engagement, so start gradually ramping up activity now.

What to do now:

• Send teaser emails or “something big is coming” emails to less active subscribers to re-engage them before the big push.
• Use progressive profiling. Use soft asks in teasers to collect preferences you will use during BFCM and after, rather than asking for too much at once. 
• Collect zero-party data by promoting your BFCM sales across your channels and encouraging list sign-ups in exchange for perks such as early access, wish-list reminders, or exclusive discounts.
• Warm up your list gradually by increasing send frequency so inbox providers see consistent engagement.
• Launch wishlists. Holiday “window shoppers” save items now and return later. Give them the option to save favorites and use those signals to trigger browse, back-in-stock, or price-drop reminders.
• Personalize content with product recommendations, wish-list reminders, and best-sellers that match each customer’s interests. 
• Find your best performers by testing subject lines, CTAs and creative formats to see what drives the best engagement, before inboxes get saturated. Remember to base success on more than just opens (clicks and spikes in website activity), and test that AI previews of emails are correct. 

As the event draws closer, it’s time to make sure every channel and system is ready to handle peak traffic. Email will be the backbone, but SMS, push, and in-app will play a supporting role once the sales are live. 

Your customers will be bombarded with offers during this period, so reaching them on SMS, push and in-app helps you stay visible without overwhelming the inbox. 

What to do now:

• Set up your mobile strategy by testing, configuring, and scheduling SMS, pus,h and in-app alerts.
• Finalize your campaign calendar and schedule sends at staggered times to avoid inbox congestion. 
• Review the deliverability setup. Check that your domains and IPs are properly authenticated (SPF, DKIM, DMARC) and that your sending reputation is healthy. Avoid any sudden spikes in volume now, as inbox providers will tighten filtering during BFCM.
• Review all campaign assets, links, landing pages, and CTAs to ensure nothing breaks under peak volume. 
• Send early-access offers or sneak previews to your most engaged subscribers to reward their loyalty. 
• Warm up your email list by continuing to make sure emails are set to go out at staggered times, not exactly on the hour. This reduces the risk of being caught in ISP throttling and improves inbox placement.
• Prepare personalized mobile wallet coupons for in-store redemption and remarketing nudges, if you have brick-and-mortar locations. 

Pro tip: Use the “halo effect.” Send early campaigns to your most engaged subscribers first. Their high open and click rates boost your sender reputation, which improves inbox placement when you scale up to your entire list.

It’s time. The big weekend is here. Every brand is fighting for attention, so the key is to execute with discipline and make sure your messages are delivered, opened, and acted on.

What to do now: 

• Send in tiers. Begin with your most engaged subscribers to trigger the halo effect, then expand to the rest once engagement is strong.
• Watch deliverability like a hawk. Keep an eye on engagement, bounce rates, and spam complaints. If performance dips, tweak your approach before damage spreads.
• Stick to clear, direct messaging. Short subject lines, strong CTAs, and uncluttered designs will carry you further than flashy creative.
• Control your cadence. Resist the temptation to blast every deal to every subscriber. A steady flow of targeted offers will outperform scattergun sending.
• Create urgency. Countdown timers, limited-stock alerts, or one-day-only deals give customers a reason to act now rather than later.
• Segment “holiday-only” cohorts. Treat last-minute and back-again shoppers as distinct groups with tailored incentives during the weekend. A repeat customer won’t need as high a discount to buy again as a first-time customer would. Nailing this will make a visible difference in your margins. 
• Send strategically. Start with your most engaged subscribers so their activity boosts your reputation, then roll out to the rest of your list.
• Shift your timing. Avoid the crowded top of the hour by sending a few minutes later, when competition is lighter.
• Go beyond email. SMS and push notifications are perfect for quick-hit offers and last-minute reminders.
• Keep volume steady. ISPs are on high alert this weekend, so sudden spikes in sending can trigger delays.

The sales weekend might be over, but the job is not done. Your follow up strategy will determine whether this year’s buyers become loyal customers or one-off deal hunters.

What to do now:

• Thank your buyers. Go beyond order confirmations by sharing shipping updates, product tips, or suggestions for complementary items.
• Re-engage non-buyers. Use extended promotions or “last chance” offers to capture those who browsed but didn’t convert.
• Adjust your cadence. Ease off the frequency to avoid fatigue once the urgency of BFCM has passed.
• Learn from the data. Review which offers, channels, and segments performed best and feed those insights into future campaigns.
• Roll contacts into always-on programs. Move BFCM buyers to post-purchase and replenishment, and non-buyers to welcome or nurture, rather than leaving them in a holiday silo. Then use built-in analytics and AI to see what worked and scale it. 
• Activate referrals. Limited-time coupons or points can turn peak buyers into advocates and grow the database efficiently. 
• Handle returns with grace. Frictionless returns and continued engagement keep new customers from churning.

Black Friday and Cyber Monday are high-stakes events, but with the right preparation, they can become the launchpad for long-term growth. By following a clear countdown plan, from early list warm-ups to post-event retention, you’ll not only capture sales during peak season, but also strengthen relationships that last well beyond the holidays.

Stay disciplined, stay data-driven, and keep your customers at the center of every decision. With SAP Emarsys powering your strategy, you’ll have the tools to turn this year’s BFCM into your most successful season yet.

👉 Ready to see how Emarsys can help you deliver personalized campaigns at scale this holiday season? Book a demo today