45% of end-of-year revenue is driven after Cyber Monday. Learn how to earn your share with the seven tactics that matter most.

Many brands go quiet after Black Friday Cyber Monday (BFCM)—but that's a massive missed opportunity.

Last year, an estimated 45% of end-of-year spending (November 1–December 31) occurred after Cyber Monday, according to data pulled from Adobe. In fact, from December 3–31, 2024, consumers spent 2.7x more than during Cyber Week.

If trends hold steady, our internal data shows that your subscribers will spend more with you this December than they will during any other month until November 2026.

This is a great opportunity to calmly build on your Cyber Week momentum and take advantage of ongoing revenue opportunities that extend through the end of the year.

If you’re worn out from all the BFCM planning, no need to stress. We’ve made things easier by putting together seven high-impact tactics that will help drive meaningful results through the end of the year.

Your customers expect deals to end on Cyber Monday, so let them know if you’re extending them or running additional offers.

You don’t need to match your BFCM intensity, but launching smaller offers can help you reach customers who missed out on the main event. Consider positioning these as exclusive year-end offers for SMS and email subscribers as a thank-you for their loyalty to make them feel like VIPs rather than stragglers. 

Focus on subscribers who were engaged during Cyber Week but didn’t purchase—they’re already interested and might just need a nudge.

December brings several of its own high-revenue shopping events that you can capitalize on, so try aligning your messaging with these key dates.

Giving Tuesday (Dec 2)

Giving Tuesday sees surprisingly high conversions. During the November 1–December 31 shopping period it yields the third-most revenue after Cyber Monday and Black Friday.

Connect with customers through charity partnerships that align with your brand values. This builds emotional connections beyond transactions that can increase brand affinity and loyalty.

Green Monday (Dec 8)

The term isn’t well-known by consumers, but many brands offer deals on Green Monday. As consumers realize that the December holidays are closing in, they’re getting serious about finishing their gift shopping, so share gift guides, bestsellers, and bundled gift sets.

Consumers may be feeling more financially constrained at this point in the shopping season, so it’s also a great time to highlight flexible payment options like “Buy Now, Pay Later.”

Free Shipping Day (Dec 14)

This is the last major push for standard shipping before December holiday delivery deadlines. Consider offering free shipping if you don’t already, or lower your thresholds to encourage customers to get gifts in time. You can also offer free shipping on curated gift bundles to boost AOV.

Spark urgency with clear shipping deadlines, and check with your third-party logistics provider (3PL) beforehand to make sure there won't be any delays.

Super Saturday (Dec 20)

This in-store shopping day occurs the Saturday before Christmas and can rival Black Friday—last year, it even outperformed Black Friday. Promote in-store events to subscribers near your retail locations and encourage them to buy the last items on their list.

Super Saturday also attracts e-commerce traffic. Landing on December 20 this year gives a little wiggle room for expedited shipping services, so online retailers can take advantage of a last-minute push.

Highlight express shipping and same-day delivery to geographic segments where it’s available, encourage digital gift cards to segments where you can’t deliver by December 24, and use conversational SMS to help panicked shoppers find the ideal last-minute gift.

Boxing Day (Dec 26)

Growing beyond its United Kingdom and Commonwealth nations roots, Boxing Day is gaining popularity in the US market. It’s a traditional gifting holiday where people gather with loved ones, watch sports, and shop end-of-year deals.

It’s a great opportunity to clear seasonal inventory with post-holiday sales. In 2024, brands using Attentive sent more campaigns on Boxing Day than they did any other time in December after Cyber Week.

Want to tap into more promotional opportunities? Engage subscribers with niche December holidays that align with your brand.

Gift lists aren’t done and overwhelmed shoppers need your help, so it’s a great time to send personalized gift guides and product recommendations based on recent browsing history.

Use conversational SMS to help subscribers find the perfect present. Ask about who they’re shopping for or their budget and then send curated collections or giftable product bundles for different personas. Consider positioning products customers have already bought and loved as great gift options.

You’ve already built a level of trust with customers who shopped with you on Black Friday—and they’ll still be in buying mode. So segment customers who purchased during BFCM and promote complementary products to complete their first purchase.

If they bought a yoga mat, recommend the blocks, straps, and a meditation cushion to help them keep a consistent practice into the new year.

Did they recently purchase skincare? A serum that enhances their results or a travel-size set for an upcoming holiday trip could spark their next purchase.

Basics like t-shirts can be re-promoted in bundle packs or alternative colors.

Shipping deadlines introduce a sense of real urgency that can convert browsers into buyers. Use them strategically throughout December to incentivize customers to take action.

We recommend a tiered approach where you start with your standard shipping deadline, then promote expedited options for last-minute shopping.

Make your deadlines impossible to miss:

• Send reminders 1–2 days before each deadline.
• Send “last chance” messaging on the deadline to motivate purchases.
• Weave deadlines into other December campaigns—personalized product recommendations, abandonment flows, and new promos—to inspire action.

The key is connecting deadlines to something shoppers want. Instead of a generic “last chance to get free shipping by 12/24,” message, try something like, “These ready-to-gift bundles are perfect for everyone on your list. Order by midnight PT for delivery by 12/24.”

Digital gift cards become your MVP when shipping deadlines pass, so try positioning them as a thoughtful choice for hard-to-shop-for loved ones in mid-December.

After shipping deadlines pass, go all-in on gift cards leading up to December 25 as the stress-free, instant delivery gift option, and consider sweetening the deal with a bonus, like “Buy a $100 gift card, get $10 in store credit for yourself.”

December 26–31 is prime time for post-holiday shopping and prepping for the New Year.

Shoppers are browsing casually at home as they spend time with loved ones and take time off work, and they’ll likely start redeeming the gift cards they received. Since they’re  transitioning back to shopping for themselves, it’s the right time to shift away from gift-giving messaging.

As the New Year approaches, showcase party essentials, outfits, and accessories. Lean into resolution-related products such as fitness equipment, planners, wellness products, and organizational tools.

As you plan December campaigns, remember that email deliverability can naturally wane during BFCM as inboxes fill up with promotions from dozens of brands.

Restore it in December by:

• Retargeting subscribers who engaged during Cyber Week but didn’t make a purchase.
• Prioritizing recent openers over never-openers or long-dormant subscribers.
• Keeping journeys simple with the essential nodes, especially if your open and click rates are declining.

December is an extension of your BFCM success, so prioritize these seven tactics to grow relationships with new subscribers you’ve gained in Q4 and earn your share of the continued shopping activity.