How to win BFCM and beyond

What does this mean for merchants? You can’t pin all your hopes on a single sale event. Customers are spreading their spend across the season, which means planning a series of offers and promotions to capture them along the way.

TIP: Map out your promotions from September to December to keep your brand top of mind – not just at BFCM, but throughout the entire holiday season. Don’t forget to tell us about your offer - so we can promote it on the Afterpay Shop Directory. Submit your BFCM offer here, and your end-of-year and holiday offers here. 

Shoppers are stressed – and getting strategic.

This year’s holiday season is unfolding against a tough economic backdrop. Cost-of-living pressures continue, and one in three Australians (36%) say they’re stressed about upcoming holiday expenses.

According to Afterpay’s Festive Forecast, that financial pressure is driving early shopping. Why? More than half (56%) want to spread the cost of gifts over time. A similar number (53%) want to avoid last minute stress, while 45 per cent are chasing better deals and discounts.

TIP: Make it easy for customers to plan. Promote Afterpay early and clearly so shoppers know they can spread the cost interest-free – helping them budget with confidence. 

Black Friday means bigger baskets

Strategic shopping isn’t just about timing; it’s about value. Many customers are holding off on big-ticket purchases until BFCM.

Last year, basket size jumped 11 per cent during the BFCM sales (from $124 to $138.78 per purchase). This year, nearly half of shoppers (45%) say they’ll wait for discounts on expensive items. And it’s not just budget-conscious buyers; savvy high-spenders are also biding their time until sales hit.

TIP: Use BFCM to spotlight your hero products – especially higher-value items that are wishlist-worthy. Bundle them with add-ons to lift basket size even further.

What type of discount?

Shoppers have big expectations for BFCM. More than a quarter are looking for at least 50 per cent off, while another quarter expect discounts of 30 per cent or more. 

The upside? BFCM can be a powerful way to win new customers. Last year, nearly half (49.3%) of all BFCM shoppers spent with a merchant for the first time. So, consider the lifetime value of attracting a new customer when planning your discount.

TIP: Discounts don’t have to be storewide. Target offers to high-demand items to draw customers in – then deliver a standout experience so they return after sales season.

BFCM and beyond

Black Friday and Cyber Monday may mark the official start of the holiday rush – but the opportunity doesn’t end there. For many shoppers, BFCM is the moment they discover a new brand. What you do next decides whether they become one-time buyers or long-term loyalists. 

Keep the momentum going by emailing personalised offers, spotlighting your bestsellers and staying visible through the season and into the new year. 

Because BFCM isn’t just about discounts. It’s about discovery, connection and building an experience to keep customers coming back next month, next year and beyond.

Source: All insights from Festive insights: Unwrapping last year’s sale secrets and Festive Forecast: Holiday Insights Unwrapped | 2025