Get inspiration from these innovative Black Friday and Cyber Monday campaigns that will help you meet rising consumer demands this holiday season.
As consumers continue to embrace hybrid shopping, they’re expecting seamless and memorable experiences—both in-store and online—this Black Friday and Cyber Monday.
Get inspired by these brands' unique list growth strategies and SMS campaigns, and apply these ideas to your own holiday marketing strategy to capture subscribers' attention over Black Friday and Cyber Monday—and keep them engaged beyond the holiday season.
If you're brand new to SMS, this post will walk you through the foundational basics and best practices inspired by our thousands of customers. If you are already using SMS, this is a great resource to educate your team about the benefits of reaching your audience on such a direct, owned marketing channel. We’ll include:
Dreamland Baby: Growing their list with exclusive Black Friday offers
In the e-commerce world, Black Friday isn’t limited to Friday. That's why Dreamland Baby—a weighted swaddle and blanket brand—created a custom seasonal sign-up flow to grow their SMS channel and build anticipation. After a visitor opted in for both email and SMS, the brand automatically sent this triggered welcome text with a unique coupon code.
Dreamland Baby’s shoppers were able to access the best deals before anyone else. And because shoppers are especially price-conscious during Black Friday, that extra $10 off helped convert those who were on the fence. This type of welcome flow is the gift that keeps on giving: once the triggered message is set up, it’ll send automatically—so you can drive conversions, even in your sleep.
Hart Tools: Personalizing seasonal promotions with Two-Way Journeys™
Hart Tools teased their Cyber Week deals to their engaged SMS audience. They built excitement with VIP messaging (“exclusive access”), and linked to their updated page of discounted—or rollback—products.
Using Two-Way Journeys™, the brand gave subscribers the option to reply “NO” to opt out of promotional texts for two weeks. This response would automatically add them to a segment that Hart Tools could exclude from promotional text sends.
This strategy helps subscribers curate the types or frequency of messages they want to receive, rather than feeling fatigued and potentially opting out of all texts from the brand. This promotion opt-out also meant the brand was only messaging subscribers who wanted to receive these promotions, which can lead to higher engagement.
PÜR: Delighting subscribers with VIP experiences
PÜR—a makeup and skincare brand—rewarded their loyal SMS subscribers with early access to their Black Friday sale. Shoppers are looking for holiday deals and shopping earlier than ever, so this is a great strategy to driven revenue before Black Friday oficially kicks off. PÜR’s community jumped at this opportunity to shop before anyone else.
The eye-catching GIF provided the details of the sale—allowing the text message to get straight to the highlights. The VIP nature of the well-crafted campaign made their SMS subscribers feel special and drove conversions.
JuneShine: Capturing valuable customer data from the get-go
Hard kombucha brand JuneShine grew their SMS list leading up to Black Friday by teasing their exclusive holiday promotions in a seasonal sign-up unit. They specified the sale dates, creating a sense of urgency that encouraged users to sign-up for the channels and stay tuned.
JuneShine checked that potential subscribers were over 21 by asking for their birthday before they could sign up for email and texts. This sign-up strategy is also a great way to capture zero-party data, which brands can use to offer timely birthday perks or share gift recommendations based on each subscriber’s birth month.
Starbird: Standing out from winter holiday traffic with custom perks
While consumers’ inboxes are full of holiday discounts, Starbird—a fast-casual chicken chain—stood out from the crowd by letting subscribers choose their own seasonal perk. With Two-Way Journeys, subscribers could easily respond with their favorite product category and immediately receive a relevant promo code.
Starbird also used this opportunity to cross-promote their mobile app as a way to redeem the exclusive offer. This engaging strategy took advantage of the conversational capabilities unique to SMS, and created a more personalized experience for subscribers that inspired them to take action.
Apt2B: Engaging high-intent shoppers at timely touchpoints
As subscribers were shopping around on Cyber Monday for the perfect furniture to deck their halls, Apt2B—a modern furniture retailer—sent a triggered browse abandonment reminder to re-engage potential customers.
Apt2B paired this message with their Cyber Monday sale, incentivizing these high-intent subscribers without offering additional discounts. With the personalized link, subscribers could pick up where they left off—on the exact product page they were browsing—to continue shopping.
Spiceology: Driving last-minute revenue with timely updates
Chef-owned and operated spice brand Spiceology sent a final reminder to their SMS subscribers to shop their Cyber Monday sale. The festive image added a dash of holiday spirit, boosting sales during a time when subscribers are on the lookout for gifts.
The direct link to their “Gift Shop” helped subscribers sleigh the gift-giving game. The curated lists based on personal preferences—from “The Outdoorsman” to “The Beer Lover”—inspired shoppers with gift ideas while supporting cross-selling initiatives. Since SMS subscribers are highly engaged and often repeat customers, Spiceology’s limited-time discount drove immediate revenue from the channel’s audience.
The Black Friday and Cyber Monday shopping period is the perfect opportunity to quickly gain new subscribers, build engaging experiences, and grow customer loyalty. These SMS strategies not only drive immediate revenue for your brand over the weekend, but also help build a strong SMS channel to drive engagement all year.
Tips for other upcoming holidays
- National Happy Hour Day (November 12): Share a recipe for a good time, recommending products subscribers can enjoy during their next happy hour—from glassware to cocktail attire.
- Giving Tuesday (November 29): Share the organizations and causes your brand supports. Let subscribers know how they can give back—whether it’s purchasing items from a collaboration or donating directly to a partner organization.
- National Letter Writing Day (December 7): Offer subscribers a dollar or percentage off on their next order of cards or stationery. If your brand offers personalization options, let subscribers know how they can put their own touch on their items.
- National Free Shipping Day (December 14): Remind subscribers of upcoming shipping deadlines, and offer them free shipping for 24 hours so they can get their last-minute gifts in time for the holidays.
- National Ugly Sweater Day (December 16): Recommend your most popular accessories subscribers can use to uplevel their ugly sweaters, from earrings to seasonal scarves.
- Super Saturday (December 17): Help last-minute shoppers complete their lists by suggesting e-gift cards.