To make the most of BFCM, it's crucial to understand what makes it unique and how buyer
behavior has evolved.

1. Mobile-first shopping is now the default

   In 2024, mobile shopping wasn't just an option, it was the norm. According to Salesforce, 80%
   of US traffic to retailers' sites and apps came from mobile devices on Black Friday. Even more
   importantly, 73% of orders were placed on mobile, a significant jump from the year before. If
   your mobile experience isn't fast, intuitive, and optimized for checkout, you're leaving revenue
   on the table.

2. Ad costs spike hard

   CPM and CPCs rise 25-40% during Q4. That means your paid media strategy must be sharp.
   Creative needs to be compelling. Targeting must be dialed in. Retargeting and owned channels
   (like email and SMS) become even more important to reduce reliance on expensive acquisition.

3. Customers expectations are sky-high

   Shoppers expect:

   • Fast, free, and reliable shipping
   • Real-time support across channels
   • Seamless site performance with no hiccups at checkout

   Falling short on any of these can erode trust, and your BFCM ROI.

The psychology of a BFCM buyer

Understanding the mindset of BFCM shoppers is just as important as knowing your numbers.
These customers are in a very specific headspace during the sales frenzy:

• Urgent: They know deals are limited-time, and FOMO is real. Your messaging must
  reflect urgency and scarcity, without being spammy.

• Risk-aware: They want confidence that their order will arrive quickly and correctly. Clear
  shipping timelines, easy returns, and transparent communication build trust.

• Loyalty-prone: BFCM buyers can become long-term customers, if their first experience
  is memorable. Post-purchase care, thoughtful unboxing, and timely follow-up emails all
  matter.

Success during BFCM isn’t built in November. It’s the result of groundwork laid weeks (even
months) before. The brands that win during the most competitive shopping days of the year are
those that lay the groundwork months in advance, aligning their teams, optimizing infrastructure,
and crafting campaigns with precision. For them, BFCM is not a surprise attack; it’s a
well-executed strategy.

Early preparation leads to revenue breakthroughs

One of the most common myths in e-commerce is that BFCM is all about the flashiest
last-minute promotions. In reality, the most successful merchants are those who begin prepping
weeks or even months ahead. Early starters have the advantage of:

• Stress-testing their systems to avoid website crashes
• Developing intentional marketing campaigns with refined messaging and clear goals
• Aligning internal teams across support, fulfillment, marketing, and logistics
• Optimizing for mobile and fast-loading experiences
• Segmenting marketing lists for more personalized engagement
• Forecasting inventory to avoid sellouts or overselling
  Early prep isn’t just about reducing chaos, it’s a clear competitive edge. Brands that start earlier
  often drive higher revenue, experience fewer operational hiccups, and earn more customer
  trust.

A tale of two outcomes: one success, one cautionary

Let’s look at two real-world examples that highlight the consequences of preparation—or the
lack of it.

✅ Success story: Gymshark’s recovery and reinvention (2015)

In 2015, Gymshark was riding a wave of rapid growth during Black Friday. But with that success
came pressure, and their website crashed for 8 hours, costing them an estimated $143,000 in
lost sales. Worse, customer trust took a hit.
Instead of spiraling, Gymshark responded with transparency and speed. They sent out
personalized apology emails, offered discount codes to affected shoppers, and, most
importantly, learned from the experience. Shortly afterward, they replatformed to Shopify,
ensuring more stability and scalability moving forward.
This moment of failure became a strategic turning point, and Gymshark is now seen as one of
the gold standards in DTC e-commerce.

❌ Horror story: Walmart, J.Crew, and Lululemon's site meltdowns (2018)
Fast forward to 2018. On one of the biggest shopping days of the year, major retailers like
Walmart, J.Crew, and Lululemon all experienced repeated site crashes during the checkout
process. Customers were ready to buy, but couldn’t complete transactions. The result?

• Massive lost revenue
• A surge of frustrated customers flooding social media
• Damage to brand reputation that lasted far beyond the sales weekend
  These brands had the name recognition and resources, but lacked the operational resilience
  required for the scale of BFCM traffic.

Common pitfalls that derail BFCM efforts

It’s not always a dramatic outage that causes BFCM failures. Many brands falter due to less
obvious, but equally damaging, issues:

• Poor inventory planning: Products run out of stock or are oversold, leading to canceled
  orders and unhappy customers.
• Understaffed support teams: Influxes of customer inquiries go unanswered or are
  handled slowly, frustrating shoppers during a high-stakes moment.
• Fulfillment breakdowns: Delays in warehousing or shipping lead to missed delivery
  promises and negative reviews.
  These aren’t technical bugs, they’re avoidable with early, intentional planning.

Preparation is a strategy, not a luxury

In today’s hyper-competitive digital landscape, BFCM preparation isn’t optional, it’s essential.
The difference between record-breaking sales and public meltdowns lies in the readiness of
your systems, teams, and strategy.
Here’s what you should already be working on:

• Stress-test your e-commerce platform: Simulate high-traffic scenarios to ensure your site
  holds up under pressure.
• Build cross-functional alignment: Make sure marketing, support, and fulfillment teams
  are synced on timing, offers, and expectations.
• Audit your CX touchpoints: From your website’s mobile UX to post-purchase
  communication, everything should feel seamless.
• Staff up and train support agents: Your team should be prepped on promotions, shipping
  timelines, and how to resolve issues quickly.
• Forecast and pad inventory: Make sure your top SKUs are well-stocked and consider
  buffer inventory to manage unexpected spikes.

To seize the moment, preparation for BFCM must be complete. Preparation is the foundation of
performance, and with the stakes this high, your efforts must be comprehensive. Here's how to
strategically prepare across four core pillars: operations, website, marketing, and customer
support.

Inventory and supply chain: move fast, stock smart

Peak-season success starts long before the sale. To avoid stockouts and fulfillment chaos:

Forecast demand using historical data and market trends

Go beyond simple year-over-year comparisons. Analyze:

• BFCM sales velocity by SKU and category of previous years
• Seasonality trends and lead indicators from your industry
• Google Trends and social listening tools for early signals
• Current macroeconomic conditions (e.g. inflation, consumer spending shifts)
• New product launches or influencer campaigns that might spike interest

Add buffer stock for top-selling items

For your top 20 percent of products that typically drive 80 percent of revenue:

• Increase safety stock by 15–30% above forecasted demand
• Use SKU-level granularity—what sells out first, and when?
• Build redundancy with alternative suppliers for those SKUs
• Leverage historical sell-through windows (e.g. sell-out in 48 hours) to fine-tune reorder
  points

Confirm supplier timelines and fulfillment capacity

Avoid last-minute logistics nightmares by:

• Getting firm production and shipping SLAs in writing from your manufacturers
• Verifying cutoff dates with 3PLs, especially for inbound receiving
• Pre-packing and staging high-volume SKUs
• Aligning warehousing and fulfillment teams with promotional schedules

Website optimization: speed, simplicity, stability

A slow or clunky site can cost you thousands in lost revenue. Now’s the time to bulletproof your
digital storefront:

Run load testing to simulate traffic spikes

• Use tools like Google Lighthouse, LoadNinja, or Apache JMeter
• Test your server’s ability to handle 10x typical traffic and transactions per minute
• Audit third-party scripts and plugins that may create load time bottlenecks

Streamline checkout to under three clicks

• Enable guest checkout and auto-fill for returning customers
• Remove non-essential form fields—ask only what’s needed to ship and pay
• Provide one-click payment options (Apple Pay, Shop Pay, PayPal)

Ensure mobile responsiveness and fast load times

• Use responsive design with adaptive images and compressed assets
• Conduct mobile UX audits across iOS and Android
• Leverage CDNs (Content Delivery Networks) and caching for faster delivery
• Aim for Core Web Vitals that meet Google’s thresholds

Marketing calendar: orchestrate the hype

Your BFCM marketing plan should be coordinated and strategic, not chaotic. Build a roadmap
that keeps your audience engaged at every stage:

Map out your content timeline

• Break down content phases:
  ○ Teasers (2–3 weeks out) : “Something big is coming...”
  ○ Hype-building (1 week out) : Countdown posts, email drips, influencer previews
  ○ Launch day (BFCM weekend) : Hero banners, retargeting ads, live promotions
  ○ Post-sale (Cyber Monday–week) : Last-call reminders, gift guides, upsell emails

Segment audiences and personalize offers

• Identify key customer groups:
  ○ VIPs (repeat buyers): early access or exclusive SKUs
  ○ Deal hunters: clear price anchoring and urgency
  ○ Lapsed users: re-engagement offers and winback copy
• Customize emails, SMS, and even onsite banners based on behavior and history

Set up remarketing funnels for abandoned carts

• Trigger email/SMS campaigns 1–2 hours post-abandonment, escalating incentives
• Use dynamic product ads on Meta and Google to follow users across channels
• Test urgency tactics: limited stock notices, countdown timers, cart reservations

Customer support readiness: more channels, better answers

BFCM support volume can spike dramatically. Ensure your support team is trained, equipped,
and scalable:

Train agents on BFCM policies and FAQs

• Provide a dedicated BFCM playbook including:
  ○ Return and exchange policies for sale items
  ○ Promo code eligibility, stacking rules, and expiration
  ○ Shipping delays and how to handle “where’s my order?” queries
• Run mock scenarios with agents to practice peak-season ticket types

Scale up coverage across hours and channels

• Expand shift coverage to include early mornings, evenings, and weekends
• Add seasonal agents or outsource overflow to trusted partners
• Activate all customer-facing channels: live chat, Instagram DMs, Facebook Messenger,
  WhatsApp, SMS

Deploy live chat and chatbot automation

• Set up a rules-based chatbot to handle FAQs, promo questions, and WISMO (Where Is
  My Order) inquiries
• Route high-value or escalated queries to human agents
• Monitor chatbot performance to reduce abandonment and handover gaps
  (Send graph like this to be done by design.)

Peak season is the ultimate stress test for e-commerce brands. These few days can make or
break your Q4, and how well you handle the pressure often determines if you scale with grace
or spiral into chaos. In this environment, outsourcing your customer experience operations isn’t
just a smart move, it’s a lifeline.

1. Unpredictable volume can crush unprepared teams

During BFCM, the traffic is unpredictable and the stakes are high. Brands see massive surges in
customer inquiries, and without a plan in place, your in-house team could be overwhelmed
within hours. Long wait times frustrate customers, while missed messages turn into missed
revenue. Outsourcing gives you the flexibility to instantly bring in support reinforcements,
without scrambling to hire and train internally.

2. Speed matters, time-sensitive issues cost real money

BFCM shoppers are decisive, and impatient. Whether it’s a question about shipping, a checkout
bug, or applying a promo code, every minute of delay increases the chance of cart
abandonment. Fast, accurate support can be the difference between closing a sale or losing it to
a competitor. An outsourced CX team ensures you're responding in real-time, not playing
catch-up.

3. Your customers shop beyond 9 to 5, so should your support

BFCM is a global event. Your store doesn’t sleep, and neither do your customers. Shoppers in
different time zones need help at odd hours, and they expect service in their language.
Outsourced providers often offer multilingual support with extended or 24/7 availability, which
can significantly elevate the customer experience and reduce friction.

4. Scalability without the hiring headache

Hiring full-time agents to handle a short-term spike is risky and inefficient. Outsourcing provides
a plug-and-play solution that lets you scale up or down on demand, no long contracts, no
extensive onboarding cycles, and no overhead for management or payroll. It’s a lean, agile
approach to handling peak periods without sacrificing quality.

Where a partner comes in

At Horatio, we specialize in building and scaling customer support teams tailored for moments
like BFCM. Whether it’s ramping up quickly, navigating e-commerce platforms like Shopify,
Gorgias, or Zendesk, or providing multilingual support trained in verticals like retail, apparel, and
tech, we’re built for the chaos of the season, so your customers never feel it.

When BFCM arrives, there’s no room for slow responses, inventory mistakes, or communication
gaps. All eyes are on your brand, and every second counts. Here’s how to prepare your
operations for real-time excellence during BFCM rush:

Order monitoring: get ahead of the fire before it starts

Real-time visibility into your backend is non-negotiable. During BFCM, a small hiccup in the
order flow, like a payment gateway delay or an out-of-stock SKU, can ripple into hundreds of
customer complaints within minutes.
What to monitor:

• Order error rates: Use tools to flag failed transactions or duplicate orders instantly.
• Fulfillment lag: Track warehouse SLAs and set alerts if fulfillment times start slipping.
• Inventory anomalies: Identify when inventory is out of sync between your site,
  warehouse, and third-party marketplaces (like Amazon or Shopify).
• Shipping exceptions: Monitor your logistics partners for spikes in "label created" but "not
  yet shipped" statuses.
  Why it matters:
  Proactive monitoring empowers your CX and operations teams to jump in early, before angry
  customers flood your inbox or post on social media. It’s the difference between quietly solving a
  problem and going viral for the wrong reasons.
  Tip:
  Implement a war room dashboard. This is a centralized, real-time command center showing
  orders, returns, error spikes, and shipping metrics across all channels.

Real-time support channels: be everywhere your customer are

During BFCM, customers expect immediate answers. If they don’t get them, they’ll bounce, or
worse, talk badly about your brand online. Relying solely on email or contact forms is a surefire
way to fall behind.
Essential channels:

• Live chat: Install chat widgets on every product and checkout page. Staff them with your
  best agents, and ensure your bots are pre-trained for BFCM FAQs.

• Social media DMs: Consumers love messaging brands on Instagram, Facebook, and
  even TikTok. These are often the first place they go when something goes wrong.
  Monitor them like you would your inbox.

• SMS support: Text is personal, fast, and perfect for time-sensitive issues. Use SMS for
  two-way support, especially for high-value customers or VIP tiers.
  Key capabilities:

• Route issues to specialized teams (e.g. payment, delivery, product inquiries).

• Enable macros and saved replies for fast, consistent messaging.

• Ensure agents have full visibility into customer order history to personalize responses.
  Tip:
  Speed is loyalty during BFCM. Brands that respond within seconds don’t just avoid issues nor
  identify issues early on, they also build trust that drives repeat purchases.

SLAs and KPIs: measure what matters in the moment

You can’t improve what you don’t measure. And during BFCM, every minute counts. Set clear
performance expectations across all channels, and monitor them live—not just in your daily
recap.
Must-track metrics:

• First response time: Aim for under 1 minute on chat and SMS. Anything over 2 minutes
  is a red flag.
• Average resolution time: Ideally under 15 minutes for common issues like order tracking
  or promo code errors.
• Resolution rate: Target 90%+ of customer issues resolved in the first interaction.
  Escalations slow everything down.
• Customer satisfaction (CSAT): Run post-chat surveys and track trending sentiment daily.
  How to stay on track:
• Use performance dashboards for each support channel.
• Run hourly check-ins with CX leads to address bottlenecks.
• Reallocate agents based on surge volume, if chat spikes, pull in email agents to cover
  overflow.
  Tip:
  SLAs are promises. If you break them during BFCM, it can damage more than your metrics, it
  can hurt your brand.

Crisis protocols: prepare for worst-case scenarios

Even the best-laid BFCM plans hit bumps. The key to surviving (and thriving) is to have
response plans ready before issues arise. Think of it as the brand’s emergency response
playbook.

Be ready for:

• Site outages: If your ecommerce platform goes down, you need pre-approved
  messaging to reassure customers and guide them to alternate purchase options (like
  mobile app or marketplaces).
• Inventory oversells: Have a go-to strategy for out-of-stock orders, including:
  ○ Refund or credit protocols
  ○ Product swaps or upgrade offers
  ○ Apology emails with discounts or loyalty points
• Shipping delays: Partner with your logistics team to forecast likely delays and pre-draft
  communication for affected regions.
  Key components of a good crisis plan:
• Pre-written templates for all major scenarios, with customizable sections for order ID,
  customer name, and ETA.
• Escalation matrix: Who handles what? Ensure your teams know when to loop in Legal,
  Marketing, or the C-Suite.
• Cross-functional Slack channels: Dedicated war room comms for real-time
  decision-making, linking CX, ops, marketing, and leadership.
  Tip:
  Run a BFCM fire drill the week before go-live. Simulate an outage or oversell to test how quickly
  your team can respond and adapt.

Once the biggest sales moment of the year, BFCM, is over, the real opportunity is only
beginning. While most brands focus heavily on acquisition leading up to BFCM, the smartest
ones know that post-sale engagement is where customer lifetime value truly grows. Here’s how
you can extend the impact of your BFCM efforts and turn one-time shoppers into long-term fans.

The sale doesn’t end when the order is placed

Many brands hit pause after the transaction goes through. But every touchpoint post-purchase
is a chance to build trust, loyalty, and future revenue. From the moment a customer places an
order, your brand has the opportunity to reinforce value and create a seamless experience.

Send confirmation and tracking emails that delight

Order confirmation and shipping updates are often overlooked, but they’re some of the most
opened emails you’ll send. Go beyond the basics—use these emails to:

• Express appreciation and reinforce their smart decision
• Offer tips or user guides relevant to their purchase
• Share social proof or reviews to boost confidence
  These communications keep excitement high and anxiety low, reducing WISMO (“Where is my
  order?”) support requests while building brand rapport.

Gather feedback through post-purchase surveys

After BFCM, collecting insights is key. Use brief, engaging surveys to ask customers about:

• Their shopping experience
• Product satisfaction
• Shipping and delivery expectations
  Not only do you gather valuable data to improve future campaigns, but you also make
  customers feel heard and valued.

Turn seasonal shoppers into loyal brand advocates

One of the biggest missed opportunities post-BFCM is failing to nurture new buyers. Here's how
to shift from transaction to relationship:

1. Welcome sequences for first-time buyers
Design an onboarding flow that introduces your brand, values, and most-loved products.
Educate new customers, offer tips, and create a path toward a second purchase within the first
30 days.
2. Loyalty rewards and exclusive re-offers
Incentivize repeat purchases with personalized discounts, early access to new drops, or
points-based loyalty programs. Make returning feel rewarding and exclusive.
3. Invitations to refer friends
Referral programs are especially effective when launched shortly after a successful first
purchase. If a customer is happy, make it easy for them to spread the word. Sweeten the deal
with a dual-sided reward.

1. Navigating Peak Shopping Events: D2C Brand

During a high-demand promotional period, Horatio rapidly scaled a direct-to-consumer client’s
support team from just 8 agents to 35 in under 10 days. This swift and strategic staffing increase
enabled the client to maintain high service standards despite a sudden surge in ticket volume.
As a result:

• First response time improved by 52%, enabling faster customer engagement
• Ticket backlog was reduced by 40%, ensuring customers received timely resolutions
  even during peak shopping spikes
  This case highlights Horatio’s agility and operational readiness to support rapid growth while
  preserving customer satisfaction.

2. Enhancing Customer Experience During BFCM

A leading retail client partnered with Horatio to elevate their customer service experience during
one of the busiest shopping weekends of the year. Horatio implemented a round-the-clock, 24/
multilingual support operation across English, Spanish, and French, which helped manage a 4x
spike in support tickets. Key outcomes included:

• Maintaining a CSAT score of over 95%, even with heightened pressure and volume
• Proactive SMS outreach campaigns, which reduced “Where Is My Order” inquiries by
  30%, minimizing reactive tickets and enhancing customer trust
  This initiative demonstrated how strategic communication and multilingual expertise can
  preserve brand loyalty in moments of extreme demand

3. Streamlining Customer Support During Peak Season

For another e-commerce client, Horatio undertook a full operational overhaul to streamline
support processes ahead of the holiday season. This included:

• Consolidating fragmented systems into a single, SOP-driven support model, creating
  consistency across all customer touchpoints
• Reducing average resolution time from 15 hours to just 2.5 hours, thanks to improved
  workflows and clearer accountability
• Deploying AI-powered ticket routing and macro automation, significantly reducing
  manual tasks and allowing agents to focus on complex issues
  This transformation not only improved team efficiency but also elevated the customer
  experience through faster, more accurate support.

The outsourcing partner you choose before peak season hits can make or break your success.
The difference between a chaotic support experience and a smooth, revenue-driving BFCM
often comes down to who you’ve got on your side.

Here’s a checklist to help you find the right fit before it’s too late.

BFCM outsourcing partner checklist

Do they offer flexible team scaling?
Support volume can double or triple during BFCM. Your partner should scale your team quickly,
without sacrificing quality.

Are they experienced with e-commerce platforms and tools?
BFCM is not the time to train a team on Shopify, Gorgias, or Klaviyo. Look for a partner who’s
already fluent.

Can they deliver multilingual, omnichannel support?
Your customers will be reaching out on every channel, in every language. Make sure your
partner can meet them wherever they are.

What’s their culture fit and training process?
A great partner will sound like your brand and support like an in-house team. Ask how they
onboard and retain agents during crunch time.

Do they provide transparent SLAs and KPIs?
You need visibility into performance, especially during peak season. Look for clear metrics,
regular reporting, and real accountability.

Why Horatio is trusted for BFCM support

Horatio is built for peak season readiness. We help fast-growing brands prepare, scale, and
thrive during their busiest moments.

• Deep e-commerce expertise
• Fast onboarding and team ramp-up
• High-retention, brand-aligned agents
  We’ve supported some of the most iconic BFCM campaigns with calm, consistent, and scalable
  customer service

Your trusted partner during peak holiday season

Black Friday and Cyber Monday can be make-or-break moments for e-commerce brands. Sales
surge. Customer inquiries spike. Expectations are sky-high. And behind the scenes, operations
need to run like clockwork. This is your moment to shine, but that’s only possible if you’re ready
for all the challenges.

By aligning your supply chain, optimizing digital infrastructure, preparing your support, and
bringing in the right partners, you turn pressure into performance.
Ready to make this your best BFCM yet? Follow these tips and you’ll be more than ready to
survive this busy season.

👉 Talk to Horatio or learn more about how we support growing e-commerce brands at
hirehoratio.com.