As the Black Friday–Cyber Monday (BFCM) season draws near, countless Shopify merchants still view it as a few days of heavy discounts and sales surges. But that surface-level excitement hides a deeper truth: not every brand wins during BFCM — and those that do succeed, play by a different set of rules.
Behind every record-breaking weekend are unseen strategies — patterns in timing, pricing, and consumer behavior that define who thrives and who fades after the sales frenzy ends.
In this article, we’ll uncover these under-the-radar insights that can reshape how you approach BFCM — especially through your Shopify mobile app , which can be your biggest competitive edge when used right.
Insight #1: Your AOV Defines the Type of Shoppers You Attract Not all brands appeal to the same kind of customers during BFCM. Your Average Order Value (AOV) doesn’t just measure how much shoppers spend; it also reveals how they perceive your brand — as an accessible choice or a premium investment.
Recent data from Klaviyo shows that in some verticals, lower AOVs (affordable, entry-level products) attract a surge of first-time buyers, while higher AOVs (premium or luxury products) appeal to customers seeking quality and exclusivity.
Brands with lower AOVs in these sectors tend to win more new customers during BFCM.
These are impulse-driven categories: buyers are open to exploring something new when the risk is low. If an item feels affordable, it’s easy for shoppers to take a chance — and that’s where new customer spikes happen.
In contrast, high-AOV fashion and food brands usually see steadier numbers. Their audience is already loyal and less price-sensitive. For them, BFCM is less about discovery and more about retention.
Formula: Lower price = Lower risk = Higher curiosity = More first-time buyers.
For these categories, the pattern flips.
Higher AOVs actually attract more new customers . These are intentional, planned purchases — the kind people hold off on until they find a good reason to commit.
BFCM provides that push — it’s when shoppers feel justified in buying something better, more durable, or higher quality, often from a brand they’ve been admiring.
Formula: Higher price = Higher perceived reward = Justified splurge = New brand trials.
How AOV influences the share of new customers across key eCommerce industries.
Why This Matters Understanding how your AOV shapes buyer behavior helps you create smarter, category-specific BFCM campaigns — not just deeper discounts.
Low AOV: Push limited-time offers and bundles. Focus on speed and convenience — easy navigation, fast checkout, and smooth experiences.High AOV: Highlight quality and craftsmanship . Use app-exclusive deals or curated bundles to justify premium pricing.Low AOV: Avoid over-discounting. Focus on retention — make reordering effortless with restock reminders, cross-sells , and loyalty perks.High AOV: Put your bestsellers front and center. Pair sleek navigation with fast checkout to turn hesitation into confident purchases.When your BFCM plan aligns with your AOV, you stop chasing every shopper — and start attracting the right ones.
And if you’re trying to increase your AOV , your Shopify mobile app is the smartest place to start. Use in-app bundles, upsells, and AI-driven recommendations that feel natural — not forced. Every app session becomes more profitable, and each checkout gently raises your AOV through data-driven personalization .
Insight #2: Your Repeat Customers Are Your Greatest BFCM Asset Many merchants focus solely on acquiring new customers during BFCM, assuming more traffic equals more success. But the most profitable shoppers are often the ones you already have.
Repeat customers:
Spend more per transaction. Convert faster. Promote your brand organically. While competitors burn ad budgets chasing new buyers, your existing audience is already primed — and far cheaper to convert. Research shows repeat customers can drive up to 45% more GMV during BFCM than new shoppers.
Send personalized push notifications via your app — thank them, give early access, or share exclusive drops. Integrate loyalty programs like Growave or LoyaltyLion to reward, not just market to them. Offer member-only bundles or limited collections that reinforce exclusivity. Your loyal base is your goldmine — and your mobile app is the perfect platform to nurture that connection without external distractions.
Insight #3: The Real Battle Happens on Mobile Most brands invest weeks into optimizing web pages and email flows for BFCM — yet, most global BFCM sales now happen on mobile .
That’s a massive wake-up call.
If customers are already on their phones , your Shopify store should give them the fastest and easiest way to buy from you during BFCM.
During this intense shopping window, every second counts. A slow website or confusing checkout kills conversions instantly.
Your mobile app offers a distraction-free, direct path from discovery to checkout. You control the experience — what shoppers see, how fast they buy, and how often they return.
With push notifications, curated collections, and personalized offers , you guide customers without competing on noisy digital channels.
In a world of shrinking attention spans, your app isn’t just another channel — it’s the most efficient conversion engine you own.
Insight #4: Post-BFCM Is Where Real Growth Happens For many brands, BFCM ends when the discounts expire. But the most strategic Shopify merchants know — the real growth begins afterward .
A successful BFCM campaign floods your app with first-time users. What you do next determines if they stay or disappear until next year.
Once the BFCM rush fades, inboxes quiet down. That’s your window to reconnect — with no competition.
Your Shopify mobile app should now take the lead to retain, re-engage, and convert those seasonal buyers into loyal fans.
Turning BFCM shoppers into long-term loyal customers starts right after the rush.
Practical Post-BFCM Steps Don’t let new customers vanish. Create thoughtful post-purchase journeys with thank-you pushes, product care tips, or next-step suggestions.
Turn First-Time Buyers into Loyalists Use AI product recommendations and loyalty incentives to encourage reorders. Keep them browsing and engaged.
Gather Feedback and Improve Launch quick in-app surveys or review prompts. Listen to what worked — and what didn’t. Acting on feedback builds trust and prepares you for the next sales cycle.
Post-BFCM is where short-term wins evolve into long-term retention . When others slow down, keep nurturing — because engagement, not discounts, builds loyalty.
Final Thoughts BFCM will always be the busiest weekend of the year — but success isn’t about discounts or ads. It’s about strategy, understanding, and timing .
What to take away from this article:
Your AOV shapes who you attract. Your repeat customers fuel your biggest profits. Your mobile experience determines conversion success. Your post-BFCM actions define retention. Master these levers, and you’ll turn the chaotic sales rush into a repeatable growth engine for your Shopify brand.
Now if you are ready to make your BFCM strategy unstoppable, Let Shopney help you turn seasonal traffic into year-round loyalty through a high-converting mobile app experience !
