🛒 The Pre-Black Friday Warm-Up Playbook

The truth? Brands that start in October win. Every. Single. Year.

Here’s why:

• In 2024, 40% of holiday shoppers bought before Thanksgiving week.

• CPMs rise up to 30% the week of Black Friday — meaning late starters pay more and get less.

• Warm lists convert 2–3x better than cold blasts.

If you’re waiting until November to “get serious,” you’re already behind.

Step 1: Tease Early

Don’t wait for the big announcement. Start seeding curiosity in mid-October.

Examples:

• Subject line: “Something big is coming 👀”

• Create “holiday gift guide” blog posts or emails to position your products as ready-to-gift.

• Run countdowns for “VIP Early Access” instead of generic discounts.

Step 2: Warm Your List

Your list has been snoozing all year. Wake them up before BFCM.

How:

• Run re-engagement campaigns in early October.

• Test content-led emails (“Top 5 Holiday Picks Under $50”) to drive opens and clicks.

• Prune inactive subscribers so you protect deliverability when it matters most.

Step 3: Launch Early Access

Here’s the secret: early access isn’t about giving the discount sooner — it’s about giving buyers a reason to act.

Playbook:

• Offer VIPs “first dibs” before general access.

• Bundle products instead of deeper discounts (protects margin).

• Send SMS reminders for your top 10% of buyers.

The Takeaway

Think of October as your “pre-season.” The brands that warm up their list, tease their offers, and give VIPs a head start dominate November.

If you wait until Black Friday week to hit send? You’re competing in the noisiest inbox battle of the year with a cold list and higher ad costs.

💡 Pro Tip: We’ve seen brands drive 25–35% of total BFCM revenue before Black Friday even starts.

PS: Want these strategies executed for your brand?

Ecommerce Boost has scaled 300+ brands (Sugarlash PRO, Karin Herzog, Muscle Feast, and more) using email & SMS as a profit driver.

They’re Mayple Top 1% Marketers and Shopify/Klaviyo partners — helping brands grow revenue without inflating ad spend.

👉 Book a free strategy call here: ecommerceboost.io/klaviyo-2