In BFCM marketing tip #3, we explained which marketing channels perform the best during the Black Friday weekend. Now we’ll arm you with the knowledge of exactly when you should send out your BFCM marketing messages in terms of specific dates and times.

BFCM marketing tip #4 - the best days/times to send BFCM marketing messages

The Black Friday pre-sale period - Fri Nov 8th to Thurs Nov 28th

As mentioned in BFCM marketing tip #2, we recommend sending out three or four messages during this time. Specifically, send them as follows:

  • Message 1 – between 8th and 15th November
  • Message 2 – between 15th and 21st November
  • Message 3 – between 21st and 24th November
  • Message 4 – between 25th and 28th November

Black Friday and Cyber Monday - Fri Nov 29th to Mon Dec 2nd

During the Black Friday weekend, send out eleven messages. Times are important here. Send them out as follows:

09:00 – Send your first 2 messages (one to your early bird subscriber list and the other to your entire list).

14:00 – This is the start of the busiest shopping time. 

18:00 – This is peak shopping time. Send your final message of the day.

  • Two on Saturday November 30th (use SMS)

12:00 – Send your first message. 

16:00 – Send your second message. 

  • One on Sunday December 1st (use Messenger)

12:00 - send your message at midday.

  • Three on Cyber Monday (use all three channels)

10:00 – Send your first message. 

15:00 – This is the start of the busiest shopping time on Cyber Monday. 

19:00 – This is peak shopping time on Cyber Monday, and it’s also the end of the Black Friday weekend.

The eleventh message should be your abandoned cart reminders - make sure these are activated in advance so you can retarget shoppers who leave items in their cart automatically.

Post Black Friday holiday sale period - Tues Dec 3rd to Sun Dec 8th

Six messages should be sent out during this time - spread them out across the above-mentioned dates. Don’t send more than two messages in a single day, however.

Further reading

In our next email in this series, we’ll be covering exactly what to put in your marketing messages. But if you can’t wait until then, read our detailed Black Friday marketing guide. It’s also worth making sure you’re planning ahead for other key shopping holiday dates - refer to this e-commerce checklist and calendar.

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