Black Friday email strategy
A 10-step guide to planning, segmenting and scheduling Black Friday emails.
Black Friday Cyber Monday 2026
Your BFCM plan starts here
Everything you need for BFCM, from templates and AI prompts to a day-by-day sending plan. Over BFCM 2025, brands earned more than $3.8B in revenue attributed to Klaviyo.
Stage 01 · Prepare
Build your campaigns early
Before Black Friday arrives, build your campaigns and grow your list. Use the 5-step plan and checklists in the 2026 BFCM Toolkit.
BFCM templates, ready to use
Email and SMS templates, sign-up forms, and flows, already set up for peak season. Add your brand and offers, and spend your time on strategy.
Plan your season with Composer
Composer is your always-on marketing agent. Use ready-made BFCM prompts to find opportunities and draft campaigns. You approve every send.
Understand this year's holiday shoppers
The State of the Holiday Buyer 2026 is Klaviyo's new consumer research report on holiday shoppers. Read it before you finalise your plan for the season.
Stage 02 · Run
Stay on schedule all week
From Black Friday on November 27 to Cyber Monday on November 30, the daily sending guide shows what to send and when.
Watch results in real time
Track revenue and engagement while the sale is live, and change offers or timing based on what's working.
Answer shoppers at peak volume
Customer Agent answers shoppers for you. On Black Friday 2025, it handled twice a normal week's conversations. In BFCM week 2025, Customer Hub was opened 1M+ times.
Coordinate every channel
Plan email, SMS, push, WhatsApp and RCS as one campaign built on your customer data, so every shopper gets a personalised message on their preferred channel.
Stage 03 · Recover
Keep your new customers
At BFCM 2025, revenue from repeat buyers grew 13.6% year over year across Klaviyo, while revenue from new buyers grew 9%. Turn BFCM shoppers into repeat customers.
See what worked, then plan what's next
Analytics and multi-touch attribution show what drove your results. Then Composer finds your next opportunities.
Handle order questions after the sale
After the sale, shoppers track orders and reorder on their own in Customer Hub, and your team answers everything else from one inbox.
Brands using Klaviyo to make BFCM count
30%
Jimmy Joy's WhatsApp list was under 5% of subscribers — but drove 30% of Klaviyo-attributed revenue during Black Friday early access.
400%
Scuffers built VIP-only early-access journeys ahead of BFCM 2025. One early-access email drove 400% more revenue, pushing Klaviyo-attributed revenue up 4x year-over-year.
1,881%
Alessi grew email revenue 1,881% in two years with personalized, persona-based Black Friday offers — driving 40% of revenue from email.
62%
Paul Smith replatformed to Klaviyo ahead of Black Friday, merging B2B and B2C email into one system — reaching 62% revenue attribution within six months.
BFCM Readiness Quiz
Get personalised BFCM tips in two minutes
BFCM marketing guides, examples, and ideas
Read the guide
Black Friday SMS strategy
An 8-step guide with segments, sample messages and a send schedule.
BFCM promotion ideas
12 strategies, from VIP early access to gifts with purchase.
Black Friday email examples
Real emails from ecommerce brands, and what made each one work.
How to use AI for BFCM
When to use each of 11 Klaviyo AI features before, during, and after the sale.
BFCM daily sending guide
A day-by-day plan for what to send, from Black Friday to Cyber Monday.
Put your BFCM plan to work
Run BFCM on Klaviyo, the autonomous CRM built for B2C.
