2023 BFCM Calendar
Stay focused on actions that will move the needle. Follow our planning calendar.
Maximize results by adding BFCM campaign recommendations directly into your Klaviyo campaign calendar view: (click the gear icon in the campaign calendar and select the Klaviyo BFCM Guide)
You can also add the entire 2023 BFCM calendar—with strategies, campaigns, and more—to your personal calendar to easily stay up to date:
BFCM Calendar
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More resources for BFCM success
Once you’ve added the calendar, find even more resources—including guides, trainings, and success stories—to plan and execute your best BFCM yet, updated monthly to keep you on track.
August
Focus on the overall readiness of your account this month by setting up essential segments, core automated flows, SMS, and reviews.
Add the August campaigns directly into your Klaviyo campaign calendar, and add all the tactics below to your personal calendar.
August 1
Integrate Klaviyo with Google Ads + Facebook if you haven’t yet
August 3
Set up core automations if you haven’t yet
August 7
Set up SMS if you haven’t yet
August 9
Set up key segments
August 10
Send referral campaign to past purchasers in your VIP segment
August 11
Ideate Labor Day promotional test
August 15
Tune into Klaviyo’s OWN IT summit to learn BFCM tactics and strategies for 2023
August 16
Tune into Klaviyo’s OWN IT summit to learn BFCM tactics and strategies for 2023
Send back to school email campaign to 30-day engaged segment, if applicable
Send back to school SMS campaign to 30-day engaged segment, if applicable
August 17
Tune into Klaviyo’s OWN IT summit to learn BFCM tactics and strategies for 2023
August 22
A/B test your email automations
August 24
A/B test of your signup forms
August 25
Send back to school email campaign to 30-day engaged segment, if applicable
Send back to school SMS campaign to 30-day engaged segment, if applicable
August 27
Resend back to school email campaign, if applicable
Resend back to school SMS campaign, if applicable
August 28
August 29
Send Labor Day sneak peek email campaign to VIP list
Send Labor Day sneak peek SMS campaign to VIP list
August 30
Implement and set up reviews if you haven’t yet
More resources for BFCM success
Once you’ve added the calendar, find even more resources—including guides, trainings, and success stories—to plan and execute your best BFCM yet, updated monthly to keep you on track.
September
This month is all about building excitement and growing your lists. Check on your deliverability health, too. If it needs work, now’s the time.
Add the September campaigns directly into your Klaviyo campaign calendar, and add all the tactics below to your personal calendar.
September 1
Send Labor Day email campaign to 30-day engaged, 60-day engaged, VIP list
Send Labor Day SMS campaign to 30-day engaged, 60-day engaged, VIP list
September 3
Send Labor Day email campaign to 30-day engaged list
Send Labor Day SMS campaign to 30-day engaged list
September 5
Audit your deliverability health
Send Labor Day last chance email campaign
Send Labor Day last chance SMS campaign
September 7
Begin list warming
September 11
Review performance of Labor Day campaign
September 13
Plan a multi-channel giveaway, contest, or sweepstakes with a partner brand
September 15
Set up pop-up offer for a giveaway, contest, or sweepstakes
September 16
Send giveaway, contest, or sweepstakes SMS campaign early access to VIP segment
September 19
Post giveway, contest, or sweepstakes on social
Send giveaway, contest, or sweepstakes email campaign to 30-day engaged, 60-day engaged, and VIP list
Send giveaway, contest, or sweepstakes SMS campaign to 30-day engaged, 60-day engaged, and VIP list
September 21
Audit your subscriber journey
September 23
Send giveaway, contest, or sweepstakes email campaign last chance to enter to 30-day engaged segment
Send giveaway, contest, or sweepstakes SMS campaign last chance to enter to full list
September 25
Identify integration opportunities
September 27
Determine opportunities to further personalize your flows with conditional splits
September 29
Send referral email campaign to past purchasers in your VIP segment
More resources for BFCM success
Once you’ve added the calendar, find even more resources—including guides, trainings, and success stories—to plan and execute your best BFCM yet, updated monthly to keep you on track.
October
Set your BFCM goals and decide on your promotional offer. Continue building excitement with early access offers.
Add the October campaigns directly into your Klaviyo campaign calendar, and add all the tactics below to your personal calendar.
October 1
Invite email subscribers in your 30-day engaged segment to sign up for SMS
October 3
Determine your goals for BFCM
October 5
Determine your BFCM promotional offer
October 6
Send out an SMS conversational campaign to your full list
October 10
Invite VIP email subscribers to sign up for SMS to get exclusive VIP access and sneak previews
October 11
Set dates for promotion duration, campaign sends, and reminders
October 12
Send referral SMS campaign to past purchasers in VIP segment
October 13
Send out email campaign to non-SMS subscribers promoting SMS VIP Club to 30-day engaged segment
October 16
Invite email subscribers (past BFCM purchasers segment) to sign up for SMS to get first access to sales
October 17
Clean your list and suppress inactive subscribers
October 20
Full list SMS early access to season kickoff discounts
October 21
Season kickoff email—highlight discounted overstock or older inventory for 30-day engaged segment
October 25
Send Bundles campaign (customer feedback) to 30-day engaged segment
October 26
Consider increasing paid advertising bids that will drive customers back to the site temporarily
October 27
Send Halloween email campaign to 30-day engaged segment, if applicable
Send Halloween SMS campaign to 30-day engaged segment, if applicable
October 30
Share a special “treat” by offering a percentage or dollar amount SMS campaign to full list
October 31
Send Halloween email campaign to 30-day engaged segment, if applicable
Send Halloween SMS campaign to 30-day engaged segment, if applicable
More resources for BFCM success
Once you’ve added the calendar, find even more resources—including guides, trainings, and success stories—to plan and execute your best BFCM yet, updated monthly to keep you on track.
November
The countdown is on, stay focused with daily preparation. All your effort is going to pay off.
Add the November campaigns directly into your Klaviyo campaign calendar, and add all the tactics below to your personal calendar.
Note: All campaigns sent out during November should exclude subscribers who have opted out of holiday marketing.
November 1
Send holiday opt-out email campaign to 30-day engaged segment
Send holiday opt-out SMS campaign to full list
November 3
Check your inventory to make sure you have enough product in stock for BFCM demand
Send gift guide to VIP club with BOGO50 (Buy one Get One at 50% off) SMS campaign
November 4
Send BOGO50 email campaign to past BFCM purchasers segment
November 7
Build and schedule your BFCM pop-up forms
Send VIP personal shopper SMS campaign
November 9
Build and schedule BFCM campaigns
November 10
Send gift guide email to full list
Send gift guide SMS to full list
November 11
Send Veteran’s Day observance email to 30-day engaged segment
November 13
Update your automated flows
November 14
Send bundle email promotion to past BFCM purchasers segment
November 15
Double check that all integrations are active and sending data to Klaviyo correctly
November 16
Early access to free shipping weekend SMS campaign
November 17
QA all BFCM content
Send free shipping weekend email campaign to 30-day engaged, 60-day engaged, VIP list
November 19
Treat yourself to a facial, massage, or fancy dinner—you’ve worked hard and deserve it
Send final free shipping weekend reminder email to 30-day engaged segment
Send final free shipping weekend reminder SMS to 30-day engaged segment
November 20
Turn off Smart Sending for campaigns that need to be sent to all recipients
Send pre-Cyber Weekend SMS campaign to 30-day engaged segment
November 21
Turn on auto upgrade for email/SMS to prevent disruptions in sending
Send pre-Cyber Weekend email campaign to 30-day engaged, 60-day engaged, VIP list
November 22
Send VIP early access SMS teaser
November 23
Enjoy Thanksgiving with your family and get a good night’s sleep
Send Thanksgiving email campaign to 30-day engaged, 60-day engaged, VIP list
Send VIP early access to BFCM sale SMS campaign
November 24
Take a deep breath—you got this!
Send Black Friday email campaign to your full list 1x. Plan to send 1-2x more times to your engaged list.
Send a.m. Black Friday SMS campaign to VIPs. Send p.m. Black Friday campaign to full list.
November 25
Check in to confirm open rates and revenue are trending where anticipated over the course of the weekend
Send small business email campaign (Small Business Saturday) to 30-day engaged list
Send small business SMS campaign (Small Business Saturday) – Additional SMS discount to 30-day engaged list
November 26
Continue to monitor performance
Send Cyber Monday sales preview email to 30-day engaged list
Send Cyber Monday early access SMS to VIP list
November 27
Continue to monitor performance
Send Cyber Monday email campaign to your full list 1x. Plan to send 1-2x more times to your engaged list.
Send a.m. Cyber Monday SMS campaign to VIPs. Send p.m. Cyber Monday SMS campaign to full list.
November 28
Send Giving Tuesday email campaign to 30-day engaged segment
Send Giving Tuesday SMS campaign to 30-day engaged segment
November 29
Send Cyber Weekend last chance email campaign to 30-day engaged segment
Send Cyber Weekend last chance SMS campaign to resend segment (opened or click email and haven’t purchased)
November 30
Clean up any updates made to flows or forms that were specific to BFCM
More resources for BFCM success
Once you’ve added the calendar, find even more resources—including guides, trainings, and success stories—to plan and execute your best BFCM yet, updated monthly to keep you on track.
December
Celebrate and review your BFCM performance. Keep building on your success (and keep an eye on those shipping dates).
Add December campaigns directly into your Klaviyo campaign calendar, and add all the tactics below to your personal calendar.
December 1
Time to celebrate your achievements—you made it through another BFCM !
December 2
Send gift guide email to 30-day engaged segment
Send gift guide SMS to 30-day engaged segment
December 4
Review your BFCM performance and share results with the broader team
December 5
Schedule campaigns for holiday sending. Remember to note shipping cut off dates.
December 6
Send last days for guaranteed delivery SMS campaign to full list
December 7
Send Hanukkah email campaign to 30-day engaged segment
Send Hanukkah SMS campaign to 30-day engaged segment
December 10
Send holiday greetings SMS campaign to full list
December 11
Send last days for guaranteed delivery email campaign to 30-day engaged, 60-day engaged, VIP list
Send last days for guaranteed delivery SMS campaign to 30-day engaged, 60-day engaged, VIP list
December 12
Send SMS reminder to check gift list to 30-day engaged segment
December 13
Look into 3rd party loyalty programs to drive additional purchases post-BFCM
December 15
Send Hanukkah email campaign to 30-day engaged segment
Send Hanukkah SMS campaign to 30-day engaged segment
December 20
Send email reminder to buy gift cards for last-minute shopping to 30-day engaged segment
Send SMS reminder to buy gift cards for last-minute shopping to 30-day engaged segment
December 23
Send last chance gift card offer email to resend segment (opened or click email and haven’t purchased)
December 25
Send Christmas greetings email campaign to 30-day engaged segment
Take some time off—OOO through New Years, anyone?
December 31
Send New Year email campaign to 30-day engaged segment
Send New Year SMS campaign to full list
More resources for BFCM success
Once you’ve added the calendar, find even more resources—including guides, trainings, and success stories—to plan and execute your best BFCM yet, updated monthly to keep you on track.