How to Prepare Mobile App for BFCM

TL;DR

BFCM brings record traffic to mobile apps every year. Success depends on early preparation: planning marketing campaigns, optimizing in-app communication, and building a user journey that turns short-term interest into long-term retention.

What is BFCM and Why it Matters for Mobile Apps

BFCM (Black Friday Cyber Monday) marks the most competitive sales period of the year, usually starting in late November. It drives the highest purchase intent among users but also the toughest competition for attention. In 2024, shoppers smashed Black Friday and Cyber Monday (BFCM) records, spending $10.8 billion (up 10.2% on 2023) and $13.3 billion (+7.3%) respectively.

Apps that prepare early see stronger results. Planning communication ahead of time, testing technical performance, and setting up clear marketing timelines helps avoid last-minute issues. BFCM preparation is not just a sales operation — it’s a chance to improve engagement, test new features, and strengthen brand perception.

BFCM Marketing

BFCM marketing is the strategic process of planning and executing promotions during Black Friday and Cyber Monday. In mobile apps, it is about building anticipation, guiding users through contextual in-app experiences, and keeping engagement high after the sale ends.

1. When to start BFCM campaigns

Early preparation drives better results. Top-performing apps begin teasing BFCM deals two to three weeks before the event. Previews, countdowns, and early access campaigns remind users that something big is coming. In-app countdown timers and teaser stories keep interest alive without overwhelming users.

2. What makes BFCM campaigns unique

Unlike standard holiday campaigns, BFCM combines urgency with competition. Users are flooded with offers, so clarity and timing matter more than creative slogans. Mobile app users expect instant access and seamless checkout. Campaigns should prioritize frictionless navigation, fast page loading, and personalized experiences.

Key differentiators of strong BFCM campaigns:

✅ Short, time-sensitive messages that create urgency.

✅ Mobile-first storytelling that showcases offers visually.

✅ Personalized recommendations based on past behavior.

✅ Real-time updates across all in-app channels.

3. How to use in-app communication during BFCM

In-app communication tools such as stories, banners, pop-ups, and bottom sheets allow teams to reach users in real time during BFCM. They are particularly effective for contextual messaging.

Examples of practical use:

• Stories: Highlight daily deals, show top-selling items, and use tappable CTAs that lead directly to purchase pages.
• In-app messages: Display reminders or countdowns when users reach checkout or revisit the cart.
• Gamification elements: Offer users a chance to unlock additional discounts by completing challenges or engaging with featured products.

4. How to build emotional connection in BFCM marketing

BFCM campaigns work best when they combine urgency with emotion. The shopping period coincides with the holiday season, when consumers respond more strongly to emotional triggers. Campaigns that focus on value, gratitude, or community stand out amid aggressive discounting.

For instance, using storytelling to highlight how customers benefit from deals or sharing social proof through testimonials makes promotions feel more genuine and trustworthy.

5. Why personalization and loyalty matter

BFCM campaigns often bring a surge of first-time buyers. Retaining them is the next challenge. Personalized recommendations and loyalty follow-ups help extend relationships beyond the sale. In-app reminders, tailored post-purchase messages, and curated content based on browsing or purchase history increase the likelihood of repeat engagement.

BFCM marketing, when done right, transforms a short-term promotion into a long-term retention opportunity.

How to Communicate BFCM Offers Inside the App

In-app communication plays a central role during BFCM. It ensures users see the right offer at the right time without leaving the app. The most effective approach combines timing, context, and visual clarity. In-app stories, messages, and banners become the primary touchpoints that connect users to deals and guide them toward checkout.

1. Use stories to create a visual campaign flow

Stories work as the most dynamic format for presenting BFCM campaigns inside mobile apps. They capture attention through vertical, swipeable visuals that are familiar to users from social media. During BFCM, stories can highlight product categories, daily deals, or time-limited bundles.

A story sequence can be structured as:

1. Teaser – Preview an upcoming offer or discount.
2. Highlight – Show the product, collection, or service in action.
3. CTA slide – Lead directly to a purchase page or feature.
    

Stories also work well for early-access promotions. By showing a “coming soon” or “exclusive preview” message, they create anticipation and encourage users to revisit the app during the main event.

2. Add contextual in-app messages at key moments

In-app messages — such as pop-ups, bottom sheets, or fullscreens — serve as real-time prompts when users interact with relevant sections of the app.

For example:

• A bottom sheet can appear during checkout to apply a discount code automatically.
• A popup can notify the user when an item in their wishlist goes on sale.
• A fullscreen message can display a limited-time bundle or countdown to sale expiration.

These messages should always align with the user’s intent. Overusing them reduces effectiveness, but when triggered by user actions, they feel helpful rather than disruptive.

3. Create urgency with countdown timers and progress cues

During BFCM, timing influences conversion more than any other factor. Adding countdown timers inside messages or banners visually communicates urgency and motivates users to act.

Practical examples:

• A countdown widget that shows hours left before the deal expires.
• A progress cue that displays “Only 10 left” or “Offer ends in 3 hours.”
   

These elements should be visible but not intrusive. When used sparingly, they improve decision speed and conversion rates.

4. Maintain consistent messaging across all surfaces

Consistency builds trust and recognition during high-volume BFCM campaigns. The tone, visuals, and CTAs should match across emails, push notifications, and in-app formats. Users moving between channels should recognize the same offer immediately.

Key areas for consistency:

• Color palette and typography used in banners and stories.
• CTA language that mirrors external promotions.
• Synchronized expiration times across all touchpoints.

5. Personalize offers based on behavior and value

Personalization makes users feel seen and increases conversion. During BFCM, data from browsing history, cart content, or previous purchases can be used to tailor promotions.
 

For example:

• Returning users might see early-access deals or loyalty bonuses.
• New users might be offered a first-purchase discount.
• High-value customers could receive exclusive offers or free upgrades.
   

Behavioral segmentation ensures that users see fewer, more relevant messages — which keeps engagement high without overwhelming them.

6. Use data to measure real-time performance

BFCM is short but data-rich. Tracking open rates, click-through rates, and conversions inside in-app channels helps teams adjust offers while the campaign is still running.

For instance, if one banner performs significantly better than others, the visuals or copy can be replicated across formats. Rapid iteration allows for optimization before the sale period ends, rather than afterward.

How to Retain Users After BFCM Ends

From our experience, what happens after BFCM often decides the real outcome. The campaign ends, numbers look good, and most teams slow down. But users still expect something from the app.

Some brands keep pushing discounts, others go silent. Both lose attention. It works better to stay present but change the tone. A short thank-you message or story keeps the connection alive without pressure.

Users remember how the app felt during the rush. If it worked well, they trust it. If it didn’t, they leave. Post-sale communication is a chance to rebuild that trust and keep momentum steady.

BFCM also shows who your top customers are. They buy more, engage faster, and often return first. Recognizing them builds loyalty faster than another offer ever could.

Conclusion

BFCM always tests how well teams understand their users. It shows what works under pressure and what doesn’t. From our experience, strong results come from planning early and keeping communication consistent, not from rushing new campaigns.

In-app stories, messages, countdowns, and personalized offers help brands stay close to users when competition is highest. These tools work because they connect directly with real behavior — a story that shows the right offer at the right moment often performs better than a week of external ads. But they only work when the app itself feels stable and intuitive. A fast, reliable interface can multiply campaign results, while technical delays or irrelevant messages can cancel even the best idea.

There’s no universal strategy for BFCM marketing. Some teams succeed with limited-time gamification, others with calm and consistent communication. In the end, BFCM rewards preparation and precision. When marketing tools, app performance, and communication all align, users remember the experience — and come back for more.