Hear me out. You’re not actually lazy. Maybe you’re a one-woman show, or you have a small marketing budget the rest of Q4. Maybe this is the first time you are trying to dip your toes into the daunting world of Black Friday and Cyber Monday… From here on out, I’m calling it BFCM.

Black Friday and Cyber Monday (BFCM) are quickly approaching, and while it’s tempting to get caught up in the frenzy of creating complex campaigns, we’re here to show you a more laid-back approach. Enter the Lazy Girl Marketing Strategy—where you can still achieve amazing results without overcomplicating things.

Part 1: Easy Wins For Your E-Commerce Storefront

Lead with your product, not just the sale

While discounts grab attention, the real star should be your product. Focus on why your product is a must-have, what makes it unique, and how it adds value to your customer’s life. Showcase its benefits, then emphasize the sale to seal the deal.

Rebrand your fastest shipping option as “Black Friday RUSH”

People love fast shipping, and they love it even more when it feels exclusive. Without changing the price, give your quickest shipping method a special BFCM name to add urgency and excitement.

Add a link to your announcement bar with your #1 converting product

The announcement bar on your site is prime real estate. Make sure it highlights your top-converting product—something your audience already loves. Keep the message clear and focused to drive conversions with ease.

Add a subtle BFCM touch to your pop-ups

There’s no need to overhaul your pop-ups for BFCM. Instead, give them a festive touch—whether it’s changing the color scheme or adding a countdown timer to create urgency, just a little nudge toward Black Friday/Cyber Monday is enough.

Edit product names to highlight the BFCM offer

Let your customers see the sale right in the product name. A quick update to your product titles like “Black Friday Exclusive” or “Cyber Monday Deal” will grab attention and showcase the value upfront.

Use “Welcome Back” Personalization for Returning Customers

Personalization goes a long way. Greet returning customers with a “welcome back” message and offer them something special. This small touch makes them feel valued and more likely to convert again.

Brand your best-performing post-purchase upsells for BFCM

Take your top-performing post-purchase upsells and give them a BFCM twist. Highlight the deal to encourage higher average order values (AOV) after a customer makes their initial purchase.

These strategies lean into your most valuable assets—your products, existing customer base, and proven conversion tactics. No need to reinvent the wheel when you already have the tools you need!

Part 2: Your Lazy Girl Guide to Ads

When it comes to paid ads and email strategy, think simple and effective. Black Friday and Cyber Monday don’t need brand-new, complicated campaigns. Instead, focus on Lazy Girl Ads —highly functional, minimal effort approaches that still drive results.

Evergreen Ads with a BFCM Twist

Forget starting from scratch. Your evergreen ads (the ones that already perform well throughout the year) can do most of the heavy lifting. Just add your BFCM offer in the ad copy—whether it’s a discount, limited-time promotion, or bundle deal. A simple tweak can go a long way.

Don’t Overload on Creative

You don’t need dozens of new designs. Stick with a handful of high-performing creatives and adapt them with BFCM-specific messaging. This saves time and ensures you’re leveraging content that already resonates with your audience.

Leverage Tiered Sales Like The Big Brands

Take a page from successful brands like Alo Yoga. Their tiered approach—offering early VIP sales, followed by Singles Day promotions, and saving the best deals for BFCM—created momentum and big sales results. Consider using different discounts or offers across products to encourage repeat purchases leading up to the big weekend.

Bundles, Baby!

Bundles are a simple way to boost your average order value (AOV). Take complementary products and package them together for a Black Friday special. It makes the deal feel more valuable while driving up sales.

Part 3: Your Lazy Girl Guide to Email Strategy

Leverage what you already know works, whether it’s your top-performing ad creatives or well-timed emails, and give them a BFCM twist. With a few tweaks to messaging and frequency, you can maximize impact without doubling your workload. Deciding how often to email your customers during Black Friday and Cyber Monday can feel like a balancing act, but here’s a simplified approach based on hundreds of successful BFCM campaigns:

Aggressive Strategy: Daily Emails

Best for categories like apparel, accessories, beauty, and supplements. These industries often have a wide variety of products and high discount levels, so they can justify sending daily emails to keep customers engaged throughout the BFCM weekend.

Moderate Strategy: 3-4 Emails Per Week

Ideal for categories such as household goods and pet products. These businesses can sustain interest without overwhelming customers, using 3-4 well-timed emails to promote sales and remind customers of exclusive offers.

Light Strategy: 2 Emails Per Week

Best suited for food products and non-giftable categories. Here, less is more—highlight key products or promotions in a couple of concise emails without flooding inboxes.

No Emails

Some brands, particularly in industries where Black Friday isn’t a significant sales driver, may opt for a no-email strategy, choosing to focus on social media or paid ads instead.

The key takeaway: The more new products, deeper discounts, and variety you have to offer, the more opportunities you have to send emails without feeling spammy. If you’re running multiple promotions or offering a range of bundles, don’t be afraid to increase your email frequency to keep customers informed and excited. However, if you’re running a smaller campaign, focus on quality over quantity and let your best deals shine.

Work Smarter, Not Harder

The Lazy Girl Marketing Strategy for Black Friday and Cyber Monday is all about leveraging what you already have to maximize results with minimal effort. Whether it’s rebranding your shipping options, using personalization to connect with your audience, or sticking with your evergreen ads, the key is to keep things simple while focusing on what works. Here’s to a stress-free and successful BFCM season!

Thanks for reading!

If you are new around here, welcome! Unicorn Marketing Co is a creative marketing agency based in Vancouver, specializing in helping female-led businesses and non-profits amplify their impact. With a focus on brand design, digital strategy, and community-driven marketing, we craft bold, inclusive campaigns that connect with audiences and drive growth.

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