Ecommerce Brands Biggest Mistakes During BFCM (And how to avoid them)

BFCM 2024 just shattered records with a 9.5% (source) surge in transactions. While these sales bring in more revenue, they show just how demanding and difficult the holiday season can be. From cash flow crunches to inventory strain (overselling/stockouts) and struggling to keep operations running, these costly errors can destroy months of hard work in a single weekend.

At the same time, Black Friday's later timing compresses the window to Christmas, adding fresh challenges for retailers to perform well in a shorter timeframe.

The truth is, success during BFCM isn’t about who slashes prices the most; it’s about who prepares the smartest.

In this blog, we’ll uncover all the possible mistakes during BFCM and deep dive into how to overcome them while ensuring a positive customer experience. 

BFCM pitfalls that can sink your sales and how to dodge them

During BFCM, even small mistakes can cost ecommerce brands big, leading to lost revenue and a damaged reputation. Here are the most common pitfalls to watch out for, along with practical ways to avoid them:

1. Neglecting preparations

One of the biggest mistakes during BFCM is assuming it’s “just another sales weekend.” Many brands fail to plan ahead - skipping inventory checks, leaving website performance untested, and waiting until the final week to launch campaigns without even testing them. This lack of foresight often results in website crashes, lost sales, and overwhelmed teams, all at the most critical time of year.

How to overcome it:
Success during BFCM requires military-level preparation starting 2-3 months in advance; some brands start in July, whereas some in August:

• Calculate safety stock levels for your best-selling products to avoid stockouts. Consider supplier lead times and potential shipping delays when planning inventory buffers
• Forecast demand using past sales data, ensuring stock is balanced between best-sellers and new launches
• Stress-test your ecommerce website for high traffic loads, including payment gateways and checkout flows
• Ensure your customer service and fulfillment teams are prepared for higher volumes. Consider temporary staffing or AI-driven chat support to keep response times fast
• Run smaller-scale campaigns earlier in the season to check that codes, bundles, and automations work seamlessly before the big weekend
  

2. Overemphasizing discounts

A lot of brands believe that “deepest discounts win.” But the truth is that constant price-slashing erodes long-term profits and conditions customers to only purchase during sales. This can further damage their brand’s premium perception as well.

How to overcome it:
Smart brands focus on value creation rather than just price reduction:

• Create product bundles that increase average order value while providing genuine customer value. For example, pair a main product with complementary accessories at a slight discount
• Implement progressive discounts (10% off $100, 15% off $200, 20% off $300) that encourage larger purchases while protecting margins on smaller orders
• Create scarcity-driven offers like “members-only early access” instead of blanket sales
  

3. Underutilizing push notifications

Relying exclusively on email marketing and social media while ignoring the power of push notifications represents a significant missed opportunity. Push notifications appear directly on users’ screens, bypassing inbox clutter and triggering instant visibility. This leads to 7x higher open rates than email, faster engagement, and stronger conversions for urgent, time-sensitive offers. 

How to overcome it:
Implement a comprehensive push notification strategy:

• Create targeted notifications for different customer segments (VIP customers, cart abandoners, first-time visitors, repeat buyers)
• Use push notifications for flash sales, limited-time offers, and stock alerts that require immediate action
• Include customer names, relevant product recommendations, and location-specific offers to increase engagement rates
• Send notifications at peak engagement hours and avoid over-messaging to prevent fatigue or opt-outs
• Experiment with copy, tone, and CTAs to see what resonates best with your audience and refine your notifications accordingly
  

4. Failing to create urgency

One of the biggest mistakes during BFCM that ecommerce sellers make is sending generic sales messaging without urgency triggers, leading to procrastination and abandoned purchases.

This includes using weak call-to-actions like "Shop Now" instead of action-driven language
or running sales without clear time limits or scarcity indicators. Some examples of strong CTA include “Claim Your Deal Before Midnight” or “Get 30% Off – Ends in 2 Hours.”

How to overcome it:
You can master the psychology of urgency with these proven tactics:

• Display real-time countdown timers for flash sales and limited-time offers across your website and marketing materials
• Use social proof (“25 people purchased this today”) or “X customers are viewing this now
• Show real-time stock levels, such as “Only 3 left in stock,” and notify customers when items are running low
• Break your sale into phases; for e.g., “Early Bird,” “Final Hours,” so urgency builds as the event progresses
• Trigger last-chance pop-ups with extra incentives (like free shipping expiring in an hour) before a shopper leaves

5. Launching marketing campaigns too late

Starting promotional campaigns only during the BFCM weekend means competing in an oversaturated market where customer inboxes are flooded with promotional messages and their attention is divided among hundreds of competing offers. Plus, advertising costs are at their annual peak and there's insufficient time to build anticipation and warm up audiences.

How to overcome it:
Create a strategic pre-BFCM campaign timeline:

• Start campaigns 8–10 weeks in advance with teaser emails, social snippets, and gift guides
• Drop “hint campaigns” that let customers anticipate deals without revealing everything
• Run retargeting campaigns to warm up audiences before launch
• Publish blogs, gift guides, or how-to content weeks before BFCM to organically capture attention and improve SEO visibility

6. Disregarding previous data

Brands that fail to analyze last year’s performance repeat the same mistakes during BFCM again. Overlooking insights like top-performing products, winning marketing channels, and effective pricing or discount strategies leads to wasted ad spend and missed opportunities.

How to overcome it:
Conduct a comprehensive data analysis of past BFCM performance:

• Pinpoint which days and hours drove the highest conversions last year, then schedule campaigns accordingly
• Review KPIs from the last BFCM: ROAS, AOV, conversion rate, discount levels or bundles, and traffic sources and adjust strategies accordingly
• Track repeat vs. first-time buyers and tailor offers to each segment
• Double down on the channels that influenced conversions most effectively across the funnel
• Create a post-BFCM playbook so your team isn’t starting from scratch next year
  

7. Overlooking mobile & app optimization

According to the latest report from Adobe Analytics, during the 2024 U.S. holiday season, 54.5% of online purchases were made using smartphones, but many brands still prioritize desktop or overlook the importance of mobile optimization. The result?

Frustrating shopping experiences like clunky navigation, long checkout forms, and non-optimized payment gateways quickly drive customers to abandon their carts.

How to overcome it:
Prioritize mobile-first optimization strategies:

• Implement one-click checkout options and guest checkout to reduce friction
  Offer app-exclusive deals to encourage downloads and repeat engagement
• Ensure your mobile site loads in under 3 seconds by compressing images, minimizing code, and using CDNs
• Adopt mobile wallets (Apple Pay, PayPal) for faster, more secure payments
• Test across devices and browsers to guarantee a consistent shopping experience on iOS, Android, and different screen sizes
  

8. Not using User-Generated Content (UGC)

Some brands rely only on polished, branded content, but today’s buyers trust organic social proof more, such as reviews, unboxings, case studies (customer stories) and testimonials. Lack of UGC reduces credibility during high-stakes seasons like BFCM.

How to overcome it:
Build a comprehensive UGC strategy before BFCM:

• Showcase authentic customer reviews and unboxing videos on the website and marketing ads
• Feature UGC in your email campaigns, social media ads, product pages, and retargeting campaigns
• Add social proof to high-intent areas, such as product pages and checkout sections
• Create branded hashtags and encourage customers to share their experiences on social media
• Run UGC contests or giveaways to incentivize content creation and expand reach
  

9. Poor inventory planning

Inventory mistakes during BFCM can hamper your brands’ reputation and revenue. Understocking leads to stockouts, disappointed customers, and lost sales opportunities. Overstocking results in excess inventory, cash flow issues, and forced post-holiday discounting. Poor synchronization across channels creates overselling and fulfillment problems.

How to overcome it:
Implement sophisticated inventory management strategies:

• Leverage tools like Webgility that specialize in multi-channel inventory management, ensuring accurate stock levels across Amazon, eBay, Walmart, and your own website simultaneously
• Ensure all platforms, including your online store, marketplaces, even POS systems, pull from a single inventory source to prevent overselling
• Set reorder triggers in your inventory management tools so high-demand items get replenished quickly to avoid last-minute stockouts
• Forecast demand using historical sales data, seasonal trends, and promotions to anticipate spikes in product demand
  

10. Inadequate marketing strategy

Launching a one-size-fits-all promotion at the last minute is one of the classic mistakes during BFCM. A weak or generic strategy means your campaigns get lost in the crowd, reducing your ability to stand out and maximize ROI. Plus, it also hurts your brand positioning and profit margins without driving loyalty.

How to overcome it:

• Ensure consistent messaging and branding across email, social media, paid advertising, and your website
• Adopt tiered/bundle discounts instead of across-the-board slashing
• A/B test different creative elements, messaging approaches, and offers weeks before BFCM to identify the most effective combinations
• Segment your audience based on the new vs. repeat buyers, high-value vs. deal-hunters, and personalize offers accordingly
• Use retargeting campaigns to capture warm audiences, specifically cart abandoners, previous buyers, and high-intent visitors, so your spend drives higher conversion rates
  

11. Ignoring omnichannel & marketplace presence

Relying solely on the DTC store is risky. An omnichannel approach is essential, as BFCM shoppers actively search for deals on Amazon, Walmart, eBay, and other marketplaces. If your brand isn’t present or your listings aren’t optimized, you miss out on massive traffic opportunities.

Simultaneously, inconsistent pricing, product details, or promotions across channels can confuse and frustrate customers, ultimately weakening trust in your brand.

How to overcome it:

• Ensure your product listings on all marketplaces are fully optimized with high-quality images, compelling descriptions, and competitive pricing
• Invest in sponsored product ads, display ads, and other marketplace advertising options to increase visibility during BFCM
• Consistently align DTC and marketplace branding for a unified experience
• Offer marketplace-exclusive bundles or limited-time deals to capture shoppers who may not visit your DTC site
  

12. Failing to meet customer expectations

BFCM is a stress test not just for sales but also for customer support. Many brands underestimate the volume of inquiries and complaints, leading to frustrated teams and customers. Pair that with unclear shipping or return policies, and buyers are quick to leave negative reviews.

Ignoring the post-purchase experience is another big mistake; it turns first-time BFCM buyers into one-time customers instead of repeat loyalists.

How to overcome it:

• Increase customer support staffing by 200-300% and implement chatbots for common inquiries
• Publish clear return/shipping policies and communicate proactively
• Set up automated post-purchase emails with thank-you mails, care tips, or recommendations
• Monitor social channels closely for questions, feedback, and complaints, and respond quickly to protect brand reputation
  

13. Overlooking accounting & cashflow readiness

One of the least obvious but most damaging mistakes during BFCM is not having accounting and cash flow under control. Many ecommerce brands focus only on top-line revenue and excitement from sales while ignoring hidden costs like ad spend, payment processing fees, returns, refunds, and marketplace commissions.

Without real-time financial visibility, brands may celebrate “big sales” but later discover negative profit margins.

How to overcome it:

• Automate accounting sync across ecommerce platforms and marketplaces with tools like Webgility to ensure every sale, return, fee, and expense is recorded in real time
• Factor in paid ads, fulfillment, packaging materials, and discounts before setting your pricing strategy
• Track cash flow daily rather than monthly during BFCM to identify and address issues quickly
• Build a cash reserve buffer to cover unexpected spikes in returns, delays in payouts, or higher-than-expected ad costs
  

14. Post-BFCM recovery failures

Too many brands treat BFCM as the finish line instead of the starting point for long-term growth. After the sales rush, they fail to follow up with new customers, run retention campaigns, or analyze performance.

This mistake turns BFCM into a short-lived spike instead of a lasting growth opportunity. Without proper recovery, all the investment in ads, promotions, and operations benefits competitors who nurture those customers.

How to overcome it:

• Launch welcome campaigns for first-time BFCM buyers
• Survey BFCM customers about their experience to identify pain points and opportunities for enhancement
• Conduct a thorough post-mortem analysis within 2 weeks of BFCM, examining what worked, what didn't, and areas for improvement
• Build segmented nurture flows (e.g., high spenders, one-time buyers, deal-seekers) to deliver tailored offers and product recommendations
  

Avoid these BFCM mistakes and turn 2025 into your biggest win!

BFCM 2024 proved that prepared brands achieved unprecedented growth while unprepared ones lost market share. With 746% referral activity spikes and mobile orders surging 3.91%, the competition will be even tougher in 2025.

The 14 mistakes during BFCM we've covered hurt revenue, drain profits, and damage customer trust. The good news? With the right accounting automation, you can remove these profit killers and turn BFCM into a long-term win.

Smart brands are already gearing up for BFCM 2025 with Webgility's AI-powered automation. Sync every order, reconcile every transaction, and gain real-time financial visibility so you can scale confidently and protect your margins. Book a demo today and secure your BFCM success!

FAQs

What is BFCM Amazon?

BFCM Amazon refers to Black Friday and Cyber Monday deals on Amazon. It’s one of the busiest shopping periods, where sellers must optimize listings, manage inventory, and compete for ad visibility.

How to prepare for Black Friday ecommerce?

Start 2–3 months in advance by planning inventory, testing website load times, building teaser campaigns, optimizing mobile experiences, and ensuring accounting/cash flow tracking.

What is the meaning of BFCM dates?

BFCM dates cover the Black Friday weekend through Cyber Monday, typically from the day after Thanksgiving through Monday, marking the biggest shopping days of the year. In 2025, Black Friday is on 28th November 2025, followed by Cyber Monday on 1st December 2025.