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6 Last-Minute BFCM/Q4 eCommerce Marketing Tips

Get ready for the holiday season with these last-minute BFCM/Q4 eCommerce marketing tips. Learn how to drive conversions and boost sales during Holiday 2023.

Mike Mardis
Mike Mardis

Oct 09, 2023

6 Last-Minute BFCM/Q4 eCommerce Marketing Tips


This holiday season - like all Q4s - is prime time for eCommerce businesses. In fact, 20% of annual online sales occur during this frantic period. As we gear up for Holiday 2023, the digital landscape is ripe with opportunities, especially in the realm of eCommerce. Projections indicate that this year's consumer spending is poised to witness significant growth, particularly in online sales. The digital marketplace is evolving, and your marketing strategies need to evolve with it.

Check out our BFCM/Q4 eCommerce prep playlist

You might already be in the throes of planning your Black Friday and Cyber Monday campaigns, a trend that experts recommend starting as early as September.

Undoubtedly, your strategies are promising, but as any seasoned marketer knows, the real magic often happens at the last minute (sometimes out of necessity). That final campaign tweak or optimization could be the spark that ignites your audience's interest, even amidst the cacophony of the busiest marketplaces.

At this pivotal moment, there's a big need for actionable insights that can truly transform your holiday campaigns. Let's get into it.

1. Reviving Remarketing in the Age of iOS 17 & the End of Cookies

The digital landscape is shifting with the advent of iOS 17 and the end of cookies. Remarketing, a staple in the marketer's toolkit, might seem challenged, but fear not. In the wake of iOS 17 and diminishing third-party cookies, remarketing demands a fresh approach.

First, you want to be sure to utilize your first-party data, gathered directly from your customers and website interactions, to fuel personalized remarketing efforts.

Next, embrace contextual targeting, focusing on the content users are currently viewing to maintain relevance. Also, explore alternative tracking methods like Google's Privacy Sandbox or server-side tracking.

It's also important to optimize landing pages for a seamless user experience, continuously test and adapt strategies, and prioritize trust and transparency to build lasting customer relationships.

2. Harnessing Customer Data for Laser-Sharp Targeting

Your customer data is a goldmine waiting to be explored. Learn how to tap into this valuable resource to identify potential buyers, increase sales, and enhance customer satisfaction. Smart targeting is the key to boosting your ROI during the holiday rush.

Some tips:

  • Maximize the potential of your customer data to enhance targeting and boost sales.
  • First-party data, including customer registrations and on-site interactions, is a goldmine for personalized marketing.
  • Segment your audience based on their behavior and preferences, tailoring your messages to specific groups.
  • Leverage customer profiles to identify those most likely to make a purchase and craft targeted campaigns.

3. Crafting Irresistible Offers & Messages

In a sea of advertisements, your offer needs to stand out. Crafting compelling offers and messages can be a game-changer.

Some tips:

In a crowded marketplace, captivating offers and persuasive messaging can be the key to capturing your audience's attention and driving conversions during the bustling Holiday 2023 season.

4. Amplifying Reach & Sales Through Affiliates & Influencers

Collaborations with influencers and affiliate partnerships can significantly expand your reach and boost sales. You'll want to maximize these relationships during the holiday season. Authentic connections can translate into increased visibility and, ultimately, higher revenue.

You'll want to:

  • Identify influencers whose audience aligns with your target demographic, and create authentic partnerships.
  • Develop exclusive offers or content to make your brand stand out.
  • Use influencer-generated content to reach a broader audience.
  • Empower affiliates with the right resources and incentives.

These collaborations can expand your brand's visibility and drive sales during the bustling Holiday 2023 season.

5. Utilizing Predictive AI & Analytics for Strategic Insights

Predictive AI and analytics provide invaluable insights that can shape your marketing strategies. It's becoming even more important for eCommerce brands to leverage these technologies to increase conversions and average order value (AOV). Data-driven decisions are your ticket to staying ahead in the competitive holiday market.

Some things to think about:

  • Utilize AI-driven algorithms to anticipate customer behavior and tailor marketing strategies accordingly.
  • Analyze data to identify trends and opportunities.
  • Optimize product recommendations to boost conversions and average order value (AOV).

By embracing the power of predictive AI and analytics in your holiday marketing endeavors, you'll be able to make savvy data-driven decisions that keep you one step ahead in the cutthroat digital landscape. This will ultimately pave the way for even greater success during the upcoming season.

6. Creating Programs for Customer Retention

The holiday rush often brings in a wave of drive-by shoppers. However, with the right programs in place, you can transform these one-time buyers into loyal, recurring customers. Discover innovative retention strategies that ensure your holiday success extends well beyond the season.

Here's how we think about it: 

  • Craft post-purchase engagement initiatives, such as loyalty programs or personalized product recommendations.
  • Implement email marketing campaigns that nurture ongoing relationships.
  • Offer incentives for repeat business, such as exclusive discounts or early access to promotions.

In the fast-paced world of eCommerce, staying ahead requires more than just conventional wisdom. It demands a deep understanding of market dynamics, consumer behavior, and cutting-edge technologies. As you embark on your Holiday 2023 marketing journey, remember that the magic of marketing lies not just in the grand gestures but in the subtle, data-driven tweaks that make a significant impact.

Armed with these insights, you are well-equipped to navigate the challenges and seize the opportunities that Holiday 2023 presents. So, buckle up, embrace the magic of last-minute marketing, and let your brand shine amidst the holiday cheer!

Mike Mardis

Mike is the Director of Marketing at Finch and brings 15+ years of digital marketing experience and a fondness for storytelling. Mike is an expert at building and executing marketing strategies that increase customer engagement and drive growth.

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