Optimizing Your Black Friday and Cyber Monday Strategy

As we approach the holiday season, 2024 is shaping up to be a landmark year for online shopping in the US with projections estimating a staggering $240.8 billion in sales. .Content creators are set to play a crucial role in influencing consumer decisions and driving purchases. According to Adobe's recent report, influencers convert shoppers at a rate 10 times higher than social media as a whole, with 37% of Gen Z consumers making purchases based on influencer recommendations. This trend is already evident, as brands ramp up their budgets and activities across ShopMy. To help you capitalize on this momentum, here are essential best practices for enhancing your Black Friday and Cyber Monday creator strategy.

This year, brands are getting a head start on their holiday strategies. A recent report indicates that over 25% of marketers began planning their holiday campaigns immediately after last year’s season or in the first quarter of this year—a significant increase from prior years.

Timing is crucial; creators’ content calendars fill up rapidly during the holiday season. By reaching out early to establish partnerships, you increase your chances of securing collaborations with the ideal brand ambassadors for your campaign.

Instead of chasing larger creators who have no prior connection to your brand, focus on those who already engage with your products. These organic fans are familiar with your offerings and are more likely to accept holiday partnerships. Their authentic enthusiasm can translate into powerful advocacy, effectively persuading their audiences to purchase.

Don’t overlook micro and nano creators. While larger brands often skip this segment due to a lack of time for discovery and outreach, these smaller creators often boast highly engaged followings that trust their recommendations. Collaborating with them can yield authentic connections and a stronger ROI, all made more efficient by ShopMy’s automated processes.

During the holiday rush, creators juggle numerous commitments, making it difficult for them to dedicate exclusive time to your brand. Instead of imposing strict requirements, encourage them to integrate your products into their existing content seamlessly. Formats like try-on hauls or "get ready with me" videos can effectively showcase your brand without overwhelming creators. Not all content needs to be dedicated to be effective.

Additionally, trust your chosen creators to understand their audiences. Allow them the creative freedom to promote your brand in ways that feel authentic to them—whether through unique styling or a humorous take. You admire their work for a reason; let that shine through without overly restrictive guidelines or extensive content reviews.

Discounts are a proven method for driving consumer demand. Adobe predicts that discount-driven responses could generate an additional $2 billion to $3 billion in online spending this holiday season. Rather than waiting until Black Friday to launch sitewide discounts, incentivize early shopping by equipping creators with personalized discount codes.

Aim for a minimum discount of 15%, ideally offering 20% or more. This strategy not only boosts immediate sales but also creates a sense of urgency that can convert hesitant shoppers into buyers.

Creators are savvy when it comes to maximizing their earnings, especially during the critical BFCM period. They often seek out the highest commission rates for their favorite products, meaning that even if they’re passionate about your offerings, they may choose to promote a competitor with a better incentive. To encourage creators to share and drive sales for your brand, consider increasing your commission rates to make your products more attractive. Additionally, take the time to research your competitors’ commission structures and those of your retailers to ensure your rates remain competitive in the market.

Careful tracking of your campaign will strengthen your strategy for the future. With various gifting and paid partnerships, it can become overwhelming to keep everything organized. However, when BFCM 2025 arrives, you'll be grateful for the insights you've gathered.

Leverage tools like ShopMy’s analytics dashboard, Social Mention feed, Lookbook analysis, and Opportunities leaderboard to extract valuable insights. These resources will enable you to refine your approach and maximize your impact for years to come.

As we approach the holiday shopping frenzy, a strategic approach is essential for standing out in a crowded marketplace. Brands that effectively leverage the power of content creators will have a significant advantage. If the thought of integrating creators into your holiday strategy feels overwhelming, don’t hesitate to reach out to your ShopMy Client Strategy Manager. They can guide you in selecting the right tools and crafting a tailored strategy that perfectly aligns with your goals.