Think BFCM as a one-time revenue project? Change your mindset. Your subscription business might be doing BFCM incorrectly. Supposedly, BFCM revenue should be an ongoing part of your customer engagement strategy. Especially if you want to catch and retain the 47% of shoppers on Black Friday and 43% on Cyber Monday.

Here’s the real play: quality over quantity.

Maximizing subscription revenue during BFCM is about building dedicated subscribers—and this article will show you how. Customer feedback can help refine your BFCM strategies to better meet customer needs. Check out the eight ways to increase your sales during the shopping period.

BFCM: A goldmine for the subscription business model

Online customers choosing subscription businesses to invest in during BFCM

Here’s the thing about BFCM for subscription-based businesses: it requires a different approach than traditional B2C. The focus is maximizing immediate sales so you can acquire and retain valuable subscribers. Nevertheless, you can still leverage BFCM to drive subscription revenue and build long-term customer relationships—and it’s evident now since even the younger demographics (almost 14%) use subscriptions as gifts.

Hence, here are the other reasons why the event is a goldmine for your model:

By capitalizing on these factors, you can boost your BFCM revenue, subscriber base, and long-term revenue. Stack and leverage them all together during BFCM? That’s when you’ve got something special.

8 strategies to maximize subscription revenue during BFCM

Subscription businesses strategizing how to strengthen their subscription business model

Let’s explore eight BFCM strategies that actually work for subscription businesses like yours.

1. Sweeten the deal with irresistible discounts

Offering limited-time offers and flash sales generates urgency. You can take it up a notch by doing this: instead of discounting your core offering, create a “value-stack” that makes your customers feel like insiders. We’re talking about bundling your regular subscription with exclusive perks to add extra value. Here are some high-value additions that are worth a ton to customers:

These high-value additions can significantly boost customer satisfaction, making customers feel valued and more likely to remain loyal.

2. Upsell and cross-sell like a pro

Everyone runs their biggest discounts during BFCM. But these new customers you got at a discount? They’re way more likely to churn because they came in through a deal. They don’t have the same buying intent as your full-price customers. So, strike while the iron’s hot!

Maximize your BFCM revenue from each customer, especially existing customers, by offering exclusive features that are ONLY available at higher tiers during this period. Here are other “twists” that you can employ:

  • Instead of discounting your base plan, offer a smaller discount on your premium tiers
  • When someone upgrades during BFCM, immediately send them personalized onboarding content
  • Then showcase a complementary tool or integration that makes their upgraded features even more valuable

3. Optimize your checkout experience

In general, many shoppers abandon their carts—over 70% globally. During BFCM, that number can get even worse. While everyone else is focused on getting people to the checkout page, your focus must be on getting them THROUGH it. You can do this by simplifying your checkout process to ensure ongoing access to your services. Less friction, less drop out.

Here’s another scenario that usually happens during BFCM: an excited customer is ready to check out but then finds their preferred payment method isn’t available. The solution is simple yet powerful: offer multiple payment options. Clearly display all your available payment methods on your checkout page.

4. Make sure your payment gateways are working smoothly

Do you know what’s worse than not getting a sale during BFCM? Getting the sale and then having the payment fail. So maximize your BFCM revenue by partnering with SaaS payment gateways that have a proven track record of handling high volumes of traffic and managing recurring payments. Also, consider the following tips:

  • Don’t put all your eggs in one basket. (Set up a primary gateway for most of your transactions but have a backup that automatically kicks in if the first one fails.)
  • If the payment fails, create a recovery system that’s specifically tuned for BFCM.
  • Send personalized recovery messages mentioning their specific BFCM deal.

Need help with your dunning email campaigns? Recover Payments specialists can help you recover failed transactions and reduce cart abandonment. Get a free consultation to see the failed payment recovery strategy for your subscription business.

5. Leverage FOMO (Fear of Missing Out)

FOMO is a powerful psychological tool that can be used to drive urgency and convert visitors into paying customers. But bad FOMO tactics actually hurt your long-term subscription revenue. Sure, you might squeeze out a few extra sales during BFCM, but those customers churn faster. So here’s a break down on how to do FOMO right for subscription products during BFCM:

  • Instead of creating artificial scarcity, focus on what’s actually scarce—a rare resource, exclusive knowledge, or a limited-time opportunity.
  • Instead of creating fear about missing the offer, create fear about missing the transformation.
  • Instead of just counting down, count up by showing how many customers have already started their transformation in real-time or social proof, like live sign-up stats or testimonials.

6. Retarget visitors who didn’t convert

Not all BFCM website visitors will convert. And you want to capture those who showed interest but didn’t sign up, thereby retaining customers who initially showed interest. The company with the smartest retargeting strategy (not the biggest budget) is going to win their subscription. Here’s how to effectively implement this strategy:

  • Divide your audience into segments. For example, you could target people who viewed a specific product but didn’t purchase it. Or base them on their intent. For example, retargeting “cart abandoners” with emails reminding them of the items in their cart.
  • Split your email retargeting based on visitor complexity. Technical decision-makers get deep feature comparisons, founders/execs get ROI and case studies while first-time buyers receive educational content.
  • Use dynamic retargeting ads to show visitors the specific products they viewed on your website. Enticing them with ad copy and visuals that highlight the benefits of subscribing.

7. Amp up your marketing efforts

Wild guess—your customers are getting hundreds of BFCM marketing emails. So, what makes yours special? Let me break down how to actually amp up your marketing during BFCM without just adding to the noise.

  • Stop throwing money at random influencers and partner only based on audience alignment.
  • Get to the point, fast. A clear, concise offer with a strong call to action is all you need.
  • Your CTAs should evolve throughout BFCM. Each with its own specific urgency trigger.
    • Early Bird Phase: “Lock in Your Spot”
    • Pre-Launch: “Join the Waitlist”
    • Launch Day: “Claim Your Deal”
    • Final Hours: “Last Chance”

During BFCM, your marketing needs to work harder to stand out, but “louder” isn’t the answer. The key is to be more relevant, more targeted, and more valuable than ever.

8. Prioritize customer retention post-BFCM

Your BFCM retention strategy needs to start BEFORE the sale. So every piece of marketing, every touchpoint during BFCM should be setting expectations for long-term success, not just pushing for the sale. Prioritizing retention post-BFCM is crucial for maintaining existing subscribers and maximizing your subscription revenue by treating all—including the “discounted customers”—like VIPs from day one. They’ll stick around long after those BFCM discounts expire.

  • Make sure your new subscribers feel welcomed and valued. Send them a personalized welcome email, walk them through your product or service, and answer any questions they may have.
  • Follow up with appreciation emails. This means sending messages to your customers after they’ve made a purchase or signed up to express your gratitude.
  • Offer incentives for renewal: This could be anything from a discount to exclusive access to new products or services.

Quick tip: Track your “Time to First Value” metric for BFCM customers. If it’s longer than for your regular customers, your onboarding needs work.

Pro tips for long-term success beyond BFCM

Here are four pro tips for long-term success beyond Black Friday & Cyber Monday—no-fluff just actionable.

Build a strong brand story

Your brand story is your unique identity. And that sets you apart from everyone else in the market. Your mission, your values, and the why behind what you do. When done right, a compelling brand story attract customers in special emotional connections. Something that can inspire loyalty and drive repeat sales.

Analyze the good and bad

Performance-wise, data is your goldmine. So post-BFCM, sit down and dissect your marketing campaigns. What emails had good open rates? Which ads actually converted? Don’t just pat yourself on the back for revenue numbers—figure out why they happened. Then, double down on those winning tactics in future campaigns. 

Refine your subscription offerings for recurring revenue

Subscriptions are the holy grail of recurring revenue. Use the influx of new customers from BFCM to test and refine your subscription revenue models. Offer tiered pricing, add value (think exclusive perks or early access), and make upgrading a no-brainer. A solid subscription model can turn a one-time buyer into a long-term loyalist.

Grow a loyal following

Customer acquisition is expensive. Retention is where the real profit lies. Building long-term customer relationships is essential for sustainable growth. Post-BFCM, focus on keeping those new customers engaged. Launch loyalty programs, offer exclusive deals, and make it easy for them to reorder. Every time they come back, your CAC (Customer Acquisition Cost) goes down, and your margins go up.

Plan for the next BFCM as early as now

Winning brands don’t wait until October to think about BFCM: they start now. Use the insights from this year to plan next year’s campaigns. Build your email list, nurture your audience, and test offers throughout the year. By the time the next BFCM rolls around, you’ll be miles ahead of the competition.

And you have a golden opportunity to maximize your subscription revenue by capturing and recovering failed payments. Recover Payments specializes in helping subscription businesses like yours boost monthly revenue through smart payment recovery—contact us today.