BFCM Best Practices for Loyalty Systems in 2025

CHAPTER 1 BFCM Best Practices for Loyalty Systems in 2025

In 2024 alone, Adobe found that U.S. consumers spent $38 billion online during Cyber Week, which was a nearly 8% increase over the previous year. And research from WooCommerce shows that, for most brands, Q4 accounts for as much as 20–50% of annual revenue, and BFCM is a significant driver of that spike.

That spike comes at a steep cost, however. During BFCM, customer acquisition costs (CAC) climb to their highest point of the year, margins get squeezed, and churn is waiting right around the corner. In fact, some estimates put the post-BFCM return rate as low as 13%. This means that brands are paying more than ever to acquire shoppers who disappear as soon as the discounts end.

The math is straightforward: you either increase the chance of retention and repeat purchases to offset high CAC with stronger lifetime value (LTV), or you increase conversion rates enough to bring CAC down. Right now, too many brands are doing neither, and their record Q4 revenue doesn’t translate into sustainable profitability.

This is where loyalty systems come in. Not loyalty “programs” in the old punch-card sense, but fully integrated systems to help create more impactful incentives for holiday shoppers, increase BFCM conversion, and give you the tools to turn transactional shoppers into repeat purchasers with higher LTV. In 2025, these systems will be the difference between brands that ride a costly discount wave and those that transform BFCM into a true retention engine.

In this article, we’ll explore why BFCM loyalty matters more than ever, how the landscape has shifted, and the strategies top brands are using to transform Cyber Week shoppers into loyal customers and brand advocates.

CHAPTER 1 BFCM Best Practices for Loyalty Systems in 2025

In 2024 alone, Adobe found that U.S. consumers spent $38 billion online during Cyber Week, which was a nearly 8% increase over the previous year. And research from WooCommerce shows that, for most brands, Q4 accounts for as much as 20–50% of annual revenue, and BFCM is a significant driver of that spike.

That spike comes at a steep cost, however. During BFCM, customer acquisition costs (CAC) climb to their highest point of the year, margins get squeezed, and churn is waiting right around the corner. In fact, some estimates put the post-BFCM return rate as low as 13%. This means that brands are paying more than ever to acquire shoppers who disappear as soon as the discounts end.

The math is straightforward: you either increase the chance of retention and repeat purchases to offset high CAC with stronger lifetime value (LTV), or you increase conversion rates enough to bring CAC down. Right now, too many brands are doing neither, and their record Q4 revenue doesn’t translate into sustainable profitability.

This is where loyalty systems come in. Not loyalty “programs” in the old punch-card sense, but fully integrated systems to help create more impactful incentives for holiday shoppers, increase BFCM conversion, and give you the tools to turn transactional shoppers into repeat purchasers with higher LTV. In 2025, these systems will be the difference between brands that ride a costly discount wave and those that transform BFCM into a true retention engine.

In this article, we’ll explore why BFCM loyalty matters more than ever, how the landscape has shifted, and the strategies top brands are using to transform Cyber Week shoppers into loyal customers and brand advocates.

CHAPTER 1 BFCM Best Practices for Loyalty Systems in 2025

In 2024 alone, Adobe found that U.S. consumers spent $38 billion online during Cyber Week, which was a nearly 8% increase over the previous year. And research from WooCommerce shows that, for most brands, Q4 accounts for as much as 20–50% of annual revenue, and BFCM is a significant driver of that spike.

That spike comes at a steep cost, however. During BFCM, customer acquisition costs (CAC) climb to their highest point of the year, margins get squeezed, and churn is waiting right around the corner. In fact, some estimates put the post-BFCM return rate as low as 13%. This means that brands are paying more than ever to acquire shoppers who disappear as soon as the discounts end.

The math is straightforward: you either increase the chance of retention and repeat purchases to offset high CAC with stronger lifetime value (LTV), or you increase conversion rates enough to bring CAC down. Right now, too many brands are doing neither, and their record Q4 revenue doesn’t translate into sustainable profitability.

This is where loyalty systems come in. Not loyalty “programs” in the old punch-card sense, but fully integrated systems to help create more impactful incentives for holiday shoppers, increase BFCM conversion, and give you the tools to turn transactional shoppers into repeat purchasers with higher LTV. In 2025, these systems will be the difference between brands that ride a costly discount wave and those that transform BFCM into a true retention engine.

In this article, we’ll explore why BFCM loyalty matters more than ever, how the landscape has shifted, and the strategies top brands are using to transform Cyber Week shoppers into loyal customers and brand advocates.

CHAPTER 2 Why Loyalty Offers Win BFCM

As we’ve already discussed, loyalty drives lifetime value, but let’s look at how much. According to Bubblehouse data, loyalty members generate a whopping 98% more revenue than non-members. That’s a huge number. Loyalty members buy more frequently, spend more per order, and stick around longer.

Rewards give brands a unique lever for ongoing, sustained engagement. Running a new exclusive campaign for VIPs? Loyalty member reaching a new tier? Kicking off a new rewards challenge? All of these tectonics keep you and your loyalty members connected, and give them a reason to return.

From a profitability standpoint, the math is simple: brands can offset paid acquisition costs if a percentage of their BFCM buyers become repeat customers. And the right loyalty system is what drives that retention.

CHAPTER 2 Why Loyalty Offers Win BFCM

As we’ve already discussed, loyalty drives lifetime value, but let’s look at how much. According to Bubblehouse data, loyalty members generate a whopping 98% more revenue than non-members. That’s a huge number. Loyalty members buy more frequently, spend more per order, and stick around longer.

Rewards give brands a unique lever for ongoing, sustained engagement. Running a new exclusive campaign for VIPs? Loyalty member reaching a new tier? Kicking off a new rewards challenge? All of these tectonics keep you and your loyalty members connected, and give them a reason to return.

From a profitability standpoint, the math is simple: brands can offset paid acquisition costs if a percentage of their BFCM buyers become repeat customers. And the right loyalty system is what drives that retention.

CHAPTER 2 Why Loyalty Offers Win BFCM

As we’ve already discussed, loyalty drives lifetime value, but let’s look at how much. According to Bubblehouse data, loyalty members generate a whopping 98% more revenue than non-members. That’s a huge number. Loyalty members buy more frequently, spend more per order, and stick around longer.

Rewards give brands a unique lever for ongoing, sustained engagement. Running a new exclusive campaign for VIPs? Loyalty member reaching a new tier? Kicking off a new rewards challenge? All of these tectonics keep you and your loyalty members connected, and give them a reason to return.

From a profitability standpoint, the math is simple: brands can offset paid acquisition costs if a percentage of their BFCM buyers become repeat customers. And the right loyalty system is what drives that retention.

CHAPTER 3 Holiday shoppers are primed for loyalty

Holiday shoppers are already in the right mindset in the lead-up to and during BFCM. They’re transactional, financially conscious, and deal-driven, making them the perfect audience for loyalty opt-ins.

For example, a shopper who is interested in a 40% discount for BFCM is a high-intent shopper — they’re already motivated to buy. They’d be even more interested in that same discount if it came with the opportunity to earn points, get instant rewards, or score an added discount just for signing up. And they're more than likely to want to return if the reward system and ongoing incentives are strong enough.

Loyalty systems provide brands with a unique opportunity to attract these discount-driven customers by offering both immediate value and long-term benefits. When done right, loyalty is the beginning of a fruitful relationship with BFCM shoppers who otherwise wouldn’t have returned.

CHAPTER 3 Holiday shoppers are primed for loyalty

Holiday shoppers are already in the right mindset in the lead-up to and during BFCM. They’re transactional, financially conscious, and deal-driven, making them the perfect audience for loyalty opt-ins.

For example, a shopper who is interested in a 40% discount for BFCM is a high-intent shopper — they’re already motivated to buy. They’d be even more interested in that same discount if it came with the opportunity to earn points, get instant rewards, or score an added discount just for signing up. And they're more than likely to want to return if the reward system and ongoing incentives are strong enough.

Loyalty systems provide brands with a unique opportunity to attract these discount-driven customers by offering both immediate value and long-term benefits. When done right, loyalty is the beginning of a fruitful relationship with BFCM shoppers who otherwise wouldn’t have returned.

CHAPTER 3 Holiday shoppers are primed for loyalty

Holiday shoppers are already in the right mindset in the lead-up to and during BFCM. They’re transactional, financially conscious, and deal-driven, making them the perfect audience for loyalty opt-ins.

For example, a shopper who is interested in a 40% discount for BFCM is a high-intent shopper — they’re already motivated to buy. They’d be even more interested in that same discount if it came with the opportunity to earn points, get instant rewards, or score an added discount just for signing up. And they're more than likely to want to return if the reward system and ongoing incentives are strong enough.

Loyalty systems provide brands with a unique opportunity to attract these discount-driven customers by offering both immediate value and long-term benefits. When done right, loyalty is the beginning of a fruitful relationship with BFCM shoppers who otherwise wouldn’t have returned.

CHAPTER 4 Loyalty Systems Defined (and Why They’re Key for BFCM)

Traditional loyalty programs were rigid. A member would buy something, earn points, and redeem them when they had enough for a discount — they didn’t offer much else in the way of functionality or value. And they didn’t give brands the freedom and flexibility to create more impactful offers, drive sustained engagement, or fully integrate rewards into the customer journey. Thus, the program wouldn’t provide value for customers or brands.

Loyalty systems, on the other hand, are connected, flexible frameworks that unify rewards across any channel, including online, in-store, across social, and more. They’re built around customizable achievements, multipliers, and engagement actions, instead of simple transactions. They enable brands to create personalized loyalty experiences that cater to evolving consumer demands.

Here’s how it can look in practice:

Buying online and earning points.
Shopping in-store and uploading a receipt to earn rewards.
Starting a subscription, referring friends, or leaving a review for bonus perks.
Engaging with brand content to unlock multipliers.

Loyalty systems eschew a rigid, one-size-fits-all loyalty model to offer members a web of incentives to suit their interests and behaviors, and give them a reason to return.

CHAPTER 4 Loyalty Systems Defined (and Why They’re Key for BFCM)

Traditional loyalty programs were rigid. A member would buy something, earn points, and redeem them when they had enough for a discount — they didn’t offer much else in the way of functionality or value. And they didn’t give brands the freedom and flexibility to create more impactful offers, drive sustained engagement, or fully integrate rewards into the customer journey. Thus, the program wouldn’t provide value for customers or brands.

Loyalty systems, on the other hand, are connected, flexible frameworks that unify rewards across any channel, including online, in-store, across social, and more. They’re built around customizable achievements, multipliers, and engagement actions, instead of simple transactions. They enable brands to create personalized loyalty experiences that cater to evolving consumer demands.

Here’s how it can look in practice:

Buying online and earning points.
Shopping in-store and uploading a receipt to earn rewards.
Starting a subscription, referring friends, or leaving a review for bonus perks.
Engaging with brand content to unlock multipliers.

Loyalty systems eschew a rigid, one-size-fits-all loyalty model to offer members a web of incentives to suit their interests and behaviors, and give them a reason to return.

CHAPTER 4 Loyalty Systems Defined (and Why They’re Key for BFCM)

Traditional loyalty programs were rigid. A member would buy something, earn points, and redeem them when they had enough for a discount — they didn’t offer much else in the way of functionality or value. And they didn’t give brands the freedom and flexibility to create more impactful offers, drive sustained engagement, or fully integrate rewards into the customer journey. Thus, the program wouldn’t provide value for customers or brands.

Loyalty systems, on the other hand, are connected, flexible frameworks that unify rewards across any channel, including online, in-store, across social, and more. They’re built around customizable achievements, multipliers, and engagement actions, instead of simple transactions. They enable brands to create personalized loyalty experiences that cater to evolving consumer demands.

Here’s how it can look in practice:

Buying online and earning points.
Shopping in-store and uploading a receipt to earn rewards.
Starting a subscription, referring friends, or leaving a review for bonus perks.
Engaging with brand content to unlock multipliers.

Loyalty systems eschew a rigid, one-size-fits-all loyalty model to offer members a web of incentives to suit their interests and behaviors, and give them a reason to return.

CHAPTER 5 Why loyalty matters for BFCM

During BFCM, the stakes are high. A loyalty system enables brands to:

Create seamless experiences at every touchpoint along the customer journey.
Enable omnichannel loyalty with receipt uploads, POS integrations, and third-party retail.
Reward shoppers for any type of action, whether it’s transactional, subscription-based, or engagement-driven.
Put loyalty front of mind during the discount season instead of an afterthought.
Leverage flexibility to adapt rewards, bonuses, and achievements specifically for BFCM.
Transform a one-off purchase into the start of a mutually beneficial, long-lasting relationship.

Brands that implement loyalty systems for BFCM are no longer competing just on discounts. They’re competing on experience, engagement, and value that lasts.

CHAPTER 5 Why loyalty matters for BFCM

During BFCM, the stakes are high. A loyalty system enables brands to:

Create seamless experiences at every touchpoint along the customer journey.
Enable omnichannel loyalty with receipt uploads, POS integrations, and third-party retail.
Reward shoppers for any type of action, whether it’s transactional, subscription-based, or engagement-driven.
Put loyalty front of mind during the discount season instead of an afterthought.
Leverage flexibility to adapt rewards, bonuses, and achievements specifically for BFCM.
Transform a one-off purchase into the start of a mutually beneficial, long-lasting relationship.

Brands that implement loyalty systems for BFCM are no longer competing just on discounts. They’re competing on experience, engagement, and value that lasts.

CHAPTER 5 Why loyalty matters for BFCM

During BFCM, the stakes are high. A loyalty system enables brands to:

Create seamless experiences at every touchpoint along the customer journey.
Enable omnichannel loyalty with receipt uploads, POS integrations, and third-party retail.
Reward shoppers for any type of action, whether it’s transactional, subscription-based, or engagement-driven.
Put loyalty front of mind during the discount season instead of an afterthought.
Leverage flexibility to adapt rewards, bonuses, and achievements specifically for BFCM.
Transform a one-off purchase into the start of a mutually beneficial, long-lasting relationship.

Brands that implement loyalty systems for BFCM are no longer competing just on discounts. They’re competing on experience, engagement, and value that lasts.

CHAPTER 6 The Loyalty Game has Changed for BFCM 2025

Loyalty is always evolving along with the ever-changing desires of customers, which is why it’s so important for brands to have a flexible system to meet their needs. There are three significant shifts in customer behavior and expectations that will define loyalty for BFCM 2025. Is your brand ready for them?

Omnichannel shopping is the norm.

Customers don’t see a distinction between in-store and online anymore. They expect to shop wherever they want and get recognized, whether it’s a retailer’s website, through a social platform like TikTok Shop, or in a physical store. Brands that silo these experiences lose ground fast.

Personalization is no longer optional; it's a necessity.

The days of blasting one-size-fits-all discounts are over. Shoppers expect relevance. They want rewards and recognition that reflect their preferences, behaviors, and history with your brand. A loyalty strategy that pushes the same sales to everyone feels impersonal and interchangeable. Tailored experiences like early access to product drops or exclusive discounts are now baseline expectations.

Shoppers value relationships with the brands they love.

Deep discounts may promote engagement and even first-time purchases, but they often lack lasting impact. Customers become loyal to brands that deliver a consistent and positive experience and make them feel valued. This shift is especially true for Gen Z shoppers, who view loyalty through the lens of relationships, not perks.

These shifts mean brands need to rethink what "winning BFCM" really looks like in terms of success. It’s no longer about short-term conversions. Instead, it’s about building customer journeys that span every channel and every season — and leveraging your loyalty system to enhance retention at every touchpoint.

CHAPTER 6 The Loyalty Game has Changed for BFCM 2025

Loyalty is always evolving along with the ever-changing desires of customers, which is why it’s so important for brands to have a flexible system to meet their needs. There are three significant shifts in customer behavior and expectations that will define loyalty for BFCM 2025. Is your brand ready for them?

Omnichannel shopping is the norm.

Customers don’t see a distinction between in-store and online anymore. They expect to shop wherever they want and get recognized, whether it’s a retailer’s website, through a social platform like TikTok Shop, or in a physical store. Brands that silo these experiences lose ground fast.

Personalization is no longer optional; it's a necessity.

The days of blasting one-size-fits-all discounts are over. Shoppers expect relevance. They want rewards and recognition that reflect their preferences, behaviors, and history with your brand. A loyalty strategy that pushes the same sales to everyone feels impersonal and interchangeable. Tailored experiences like early access to product drops or exclusive discounts are now baseline expectations.

Shoppers value relationships with the brands they love.

Deep discounts may promote engagement and even first-time purchases, but they often lack lasting impact. Customers become loyal to brands that deliver a consistent and positive experience and make them feel valued. This shift is especially true for Gen Z shoppers, who view loyalty through the lens of relationships, not perks.

These shifts mean brands need to rethink what "winning BFCM" really looks like in terms of success. It’s no longer about short-term conversions. Instead, it’s about building customer journeys that span every channel and every season — and leveraging your loyalty system to enhance retention at every touchpoint.

CHAPTER 6 The Loyalty Game has Changed for BFCM 2025

Loyalty is always evolving along with the ever-changing desires of customers, which is why it’s so important for brands to have a flexible system to meet their needs. There are three significant shifts in customer behavior and expectations that will define loyalty for BFCM 2025. Is your brand ready for them?

Omnichannel shopping is the norm.

Customers don’t see a distinction between in-store and online anymore. They expect to shop wherever they want and get recognized, whether it’s a retailer’s website, through a social platform like TikTok Shop, or in a physical store. Brands that silo these experiences lose ground fast.

Personalization is no longer optional; it's a necessity.

The days of blasting one-size-fits-all discounts are over. Shoppers expect relevance. They want rewards and recognition that reflect their preferences, behaviors, and history with your brand. A loyalty strategy that pushes the same sales to everyone feels impersonal and interchangeable. Tailored experiences like early access to product drops or exclusive discounts are now baseline expectations.

Shoppers value relationships with the brands they love.

Deep discounts may promote engagement and even first-time purchases, but they often lack lasting impact. Customers become loyal to brands that deliver a consistent and positive experience and make them feel valued. This shift is especially true for Gen Z shoppers, who view loyalty through the lens of relationships, not perks.

These shifts mean brands need to rethink what "winning BFCM" really looks like in terms of success. It’s no longer about short-term conversions. Instead, it’s about building customer journeys that span every channel and every season — and leveraging your loyalty system to enhance retention at every touchpoint.

CHAPTER 7 The BFCM Loyalty Playbook: Best Practices for 2025

Loyalty programs have evolved to meet customer expectations, and the most successful ones go beyond points for purchase. Here are five winning strategies brands should consider implementing for BFCM, along with the best way to amplify them for maximum impact.

Create time-limited achievements.

Gamification isn’t just buzz; it’s a way of creating engagement that feels rewarding. During BFCM, when urgency is built in, time-limited achievements allow brands to channel that urgency into behaviors beyond just buying.

With this strategy, the mindset shifts from "getting a deal" to "earning something," which increases emotional investment. And customers who feel like they’ve earned something are more likely to stay engaged after the sales end.

Seasonal challenges encourage both engagement and transactions. For example, golf apparel brand J.Lindeberg offers achievements as part of their Clubhouse Rewards Program, such as:

Build our community: Refer 5 friends and earn 2500 points
Head-to-toe: Purchase a hat, top, bottom, and shoes for 6000 points
It's a lifestyle: Purchase a golf style and a fashion for 3000 points

Takeaway: Urgency + a variety of actions = higher engagement and retention.

Enable omnichannel loyalty.

If loyalty only works for online purchases through your eCommerce storefront, you’re leaving opportunity on the table. Shoppers today move fluidly between physical stores, online marketplaces, social platforms, and mobile apps. Omnichannel loyalty ensures all those touchpoints are part of the same rewards ecosystem, and members can earn and redeem rewards no matter where they are, without friction.

During BFCM, when customers are everywhere, seamless omnichannel loyalty means you can convert a higher percentage of your total sales into loyalty-building efforts.

Take the doll company American Girl as an example. As members of their AG Rewards program, customers can upload receipts, integrate with POS systems, and even earn triple points for in-store events. Each channel reinforces the sense that no matter where you shop, you’re part of the same community.

Takeaway: Meet customers wherever they shop during the holiday rush with omnichannel loyalty.

Use point multipliers for high-retention offers.

Point multipliers are one of the most effective ways to guide customer behavior. Rather than rewarding every transaction equally, you can design multipliers for categories or behaviors that have higher lifetime value, like subscription products, high-margin collections, and new product launches.

During BFCM, applying multipliers to subscription products or replenishable items gives customers an extra incentive to focus where it matters for your long-term profitability.

Angelino’s Perks, the loyalty program from L.A.-based beverage brand Angelino’s Coffee, runs campaigns that pair early access to new launches with double points. They also offer a points multiplier to incentivize subscriptions, which increases in value as members spend more and level up within their tier-based system.

Takeaway: Direct holiday shoppers to higher retention offers that lead to repeat purchase or to the areas that have the highest margin impact, like subscription rewards.

Enhance rewards for existing loyalty members.

Focusing on new customers is essential during BFCM, but existing loyalty members are your backbone. They already trust you, spend more, and cost less to serve. Ignoring them during BFCM is a missed opportunity. Offering them airdrops, points value multipliers, or richer referral bonuses during BFCM makes them feel appreciated, reinforcing their loyalty with your brand.

This tactic reinforces their loyal customers’ VIP status and strengthens the relationship. For them, loyalty isn’t just a program; it’s an exclusive club that consistently delivers value.

Because Market shows how to get it right with their Because VIP Rewards program. They offer loyalty members tiered bonus points for higher spend thresholds, like:

Spend $60, get 50 points
Spend $80, get 100 points
Spend $100, get 150 points

Takeaway: Don’t forget your core audience during BFCM — make them feel like the VIPs they are.

Integrate loyalty at every touchpoint.

Loyalty programs don’t work if they’re hidden in a footer link. They need to be visible across the entire customer journey: in navigation bars, on product pages, in carts and checkouts, and promoted at key moments like the first purchase or cart abandonment. This is especially important for events like BFCM, where a flood of new customers will come to your store for the first time — you want them to know the full benefits of shopping with you.

Here are some examples:

Fragrance brand Snif promotes their Snif Society rewards program through an account page loyalty insert, which shows a member’s VIP status and points balance. This serves as a powerful reminder of the program perks and benefits.

Supplement brand Lumity incorporates a nav bar displaying VIP status and points balance on their homepage to remind loyalty members of their available #LumityCollective Rewards perks. This helps provide an additional incentive to purchase for existing loyalty members.

MegaFoods is another supplement brand that incorporates their rewards program messaging across touchpoints. When customers view their carts, their available rewards are prominently displayed at the top of the page. This ensures that loyalty members are utilizing their available rewards at every purchase.

Children’s boutique Sparkle in Pink lets new and existing customers know how many points purchases are worth right from the product page, offering an additional incentive to both buy the item and join the Diamond Rewards program.

Apparel brand Brixton reminds their rewards program members of their available points at checkout, with the option to apply them with a single click. This removes friction from the redemption process and ensures that members are using their available rewards.

And finally, shoe brand Melissa offers shoppers free shipping to join the program, at the top of every page on their site. This educates new site visitors about the program and highlights the value it provides to members.

During BFCM, when shoppers are scrolling fast and making quick decisions, visibility is everything. If loyalty isn’t front and center, many holiday shoppers won’t even see it, let alone join.

Takeaway: Visibility = adoption. The easier loyalty is to access, the more holiday shoppers will join and stick.

CHAPTER 7 The BFCM Loyalty Playbook: Best Practices for 2025

Loyalty programs have evolved to meet customer expectations, and the most successful ones go beyond points for purchase. Here are five winning strategies brands should consider implementing for BFCM, along with the best way to amplify them for maximum impact.

Create time-limited achievements.

Gamification isn’t just buzz; it’s a way of creating engagement that feels rewarding. During BFCM, when urgency is built in, time-limited achievements allow brands to channel that urgency into behaviors beyond just buying.

With this strategy, the mindset shifts from "getting a deal" to "earning something," which increases emotional investment. And customers who feel like they’ve earned something are more likely to stay engaged after the sales end.

Seasonal challenges encourage both engagement and transactions. For example, golf apparel brand J.Lindeberg offers achievements as part of their Clubhouse Rewards Program, such as:

Build our community: Refer 5 friends and earn 2500 points
Head-to-toe: Purchase a hat, top, bottom, and shoes for 6000 points
It's a lifestyle: Purchase a golf style and a fashion for 3000 points

Takeaway: Urgency + a variety of actions = higher engagement and retention.

Enable omnichannel loyalty.

If loyalty only works for online purchases through your eCommerce storefront, you’re leaving opportunity on the table. Shoppers today move fluidly between physical stores, online marketplaces, social platforms, and mobile apps. Omnichannel loyalty ensures all those touchpoints are part of the same rewards ecosystem, and members can earn and redeem rewards no matter where they are, without friction.

During BFCM, when customers are everywhere, seamless omnichannel loyalty means you can convert a higher percentage of your total sales into loyalty-building efforts.

Take the doll company American Girl as an example. As members of their AG Rewards program, customers can upload receipts, integrate with POS systems, and even earn triple points for in-store events. Each channel reinforces the sense that no matter where you shop, you’re part of the same community.

Takeaway: Meet customers wherever they shop during the holiday rush with omnichannel loyalty.

Use point multipliers for high-retention offers.

Point multipliers are one of the most effective ways to guide customer behavior. Rather than rewarding every transaction equally, you can design multipliers for categories or behaviors that have higher lifetime value, like subscription products, high-margin collections, and new product launches.

During BFCM, applying multipliers to subscription products or replenishable items gives customers an extra incentive to focus where it matters for your long-term profitability.

Angelino’s Perks, the loyalty program from L.A.-based beverage brand Angelino’s Coffee, runs campaigns that pair early access to new launches with double points. They also offer a points multiplier to incentivize subscriptions, which increases in value as members spend more and level up within their tier-based system.

Takeaway: Direct holiday shoppers to higher retention offers that lead to repeat purchase or to the areas that have the highest margin impact, like subscription rewards.

Enhance rewards for existing loyalty members.

Focusing on new customers is essential during BFCM, but existing loyalty members are your backbone. They already trust you, spend more, and cost less to serve. Ignoring them during BFCM is a missed opportunity. Offering them airdrops, points value multipliers, or richer referral bonuses during BFCM makes them feel appreciated, reinforcing their loyalty with your brand.

This tactic reinforces their loyal customers’ VIP status and strengthens the relationship. For them, loyalty isn’t just a program; it’s an exclusive club that consistently delivers value.

Because Market shows how to get it right with their Because VIP Rewards program. They offer loyalty members tiered bonus points for higher spend thresholds, like:

Spend $60, get 50 points
Spend $80, get 100 points
Spend $100, get 150 points

Takeaway: Don’t forget your core audience during BFCM — make them feel like the VIPs they are.

Integrate loyalty at every touchpoint.

Loyalty programs don’t work if they’re hidden in a footer link. They need to be visible across the entire customer journey: in navigation bars, on product pages, in carts and checkouts, and promoted at key moments like the first purchase or cart abandonment. This is especially important for events like BFCM, where a flood of new customers will come to your store for the first time — you want them to know the full benefits of shopping with you.

Here are some examples:

Fragrance brand Snif promotes their Snif Society rewards program through an account page loyalty insert, which shows a member’s VIP status and points balance. This serves as a powerful reminder of the program perks and benefits.

Supplement brand Lumity incorporates a nav bar displaying VIP status and points balance on their homepage to remind loyalty members of their available #LumityCollective Rewards perks. This helps provide an additional incentive to purchase for existing loyalty members.

MegaFoods is another supplement brand that incorporates their rewards program messaging across touchpoints. When customers view their carts, their available rewards are prominently displayed at the top of the page. This ensures that loyalty members are utilizing their available rewards at every purchase.

Children’s boutique Sparkle in Pink lets new and existing customers know how many points purchases are worth right from the product page, offering an additional incentive to both buy the item and join the Diamond Rewards program.

Apparel brand Brixton reminds their rewards program members of their available points at checkout, with the option to apply them with a single click. This removes friction from the redemption process and ensures that members are using their available rewards.

And finally, shoe brand Melissa offers shoppers free shipping to join the program, at the top of every page on their site. This educates new site visitors about the program and highlights the value it provides to members.

During BFCM, when shoppers are scrolling fast and making quick decisions, visibility is everything. If loyalty isn’t front and center, many holiday shoppers won’t even see it, let alone join.

Takeaway: Visibility = adoption. The easier loyalty is to access, the more holiday shoppers will join and stick.

CHAPTER 7 The BFCM Loyalty Playbook: Best Practices for 2025

Loyalty programs have evolved to meet customer expectations, and the most successful ones go beyond points for purchase. Here are five winning strategies brands should consider implementing for BFCM, along with the best way to amplify them for maximum impact.

Create time-limited achievements.

Gamification isn’t just buzz; it’s a way of creating engagement that feels rewarding. During BFCM, when urgency is built in, time-limited achievements allow brands to channel that urgency into behaviors beyond just buying.

With this strategy, the mindset shifts from "getting a deal" to "earning something," which increases emotional investment. And customers who feel like they’ve earned something are more likely to stay engaged after the sales end.

Seasonal challenges encourage both engagement and transactions. For example, golf apparel brand J.Lindeberg offers achievements as part of their Clubhouse Rewards Program, such as:

Build our community: Refer 5 friends and earn 2500 points
Head-to-toe: Purchase a hat, top, bottom, and shoes for 6000 points
It's a lifestyle: Purchase a golf style and a fashion for 3000 points

Takeaway: Urgency + a variety of actions = higher engagement and retention.

Enable omnichannel loyalty.

If loyalty only works for online purchases through your eCommerce storefront, you’re leaving opportunity on the table. Shoppers today move fluidly between physical stores, online marketplaces, social platforms, and mobile apps. Omnichannel loyalty ensures all those touchpoints are part of the same rewards ecosystem, and members can earn and redeem rewards no matter where they are, without friction.

During BFCM, when customers are everywhere, seamless omnichannel loyalty means you can convert a higher percentage of your total sales into loyalty-building efforts.

Take the doll company American Girl as an example. As members of their AG Rewards program, customers can upload receipts, integrate with POS systems, and even earn triple points for in-store events. Each channel reinforces the sense that no matter where you shop, you’re part of the same community.

Takeaway: Meet customers wherever they shop during the holiday rush with omnichannel loyalty.

Use point multipliers for high-retention offers.

Point multipliers are one of the most effective ways to guide customer behavior. Rather than rewarding every transaction equally, you can design multipliers for categories or behaviors that have higher lifetime value, like subscription products, high-margin collections, and new product launches.

During BFCM, applying multipliers to subscription products or replenishable items gives customers an extra incentive to focus where it matters for your long-term profitability.

Angelino’s Perks, the loyalty program from L.A.-based beverage brand Angelino’s Coffee, runs campaigns that pair early access to new launches with double points. They also offer a points multiplier to incentivize subscriptions, which increases in value as members spend more and level up within their tier-based system.

Takeaway: Direct holiday shoppers to higher retention offers that lead to repeat purchase or to the areas that have the highest margin impact, like subscription rewards.

Enhance rewards for existing loyalty members.

Focusing on new customers is essential during BFCM, but existing loyalty members are your backbone. They already trust you, spend more, and cost less to serve. Ignoring them during BFCM is a missed opportunity. Offering them airdrops, points value multipliers, or richer referral bonuses during BFCM makes them feel appreciated, reinforcing their loyalty with your brand.

This tactic reinforces their loyal customers’ VIP status and strengthens the relationship. For them, loyalty isn’t just a program; it’s an exclusive club that consistently delivers value.

Because Market shows how to get it right with their Because VIP Rewards program. They offer loyalty members tiered bonus points for higher spend thresholds, like:

Spend $60, get 50 points
Spend $80, get 100 points
Spend $100, get 150 points

Takeaway: Don’t forget your core audience during BFCM — make them feel like the VIPs they are.

Integrate loyalty at every touchpoint.

Loyalty programs don’t work if they’re hidden in a footer link. They need to be visible across the entire customer journey: in navigation bars, on product pages, in carts and checkouts, and promoted at key moments like the first purchase or cart abandonment. This is especially important for events like BFCM, where a flood of new customers will come to your store for the first time — you want them to know the full benefits of shopping with you.

Here are some examples:

Fragrance brand Snif promotes their Snif Society rewards program through an account page loyalty insert, which shows a member’s VIP status and points balance. This serves as a powerful reminder of the program perks and benefits.

Supplement brand Lumity incorporates a nav bar displaying VIP status and points balance on their homepage to remind loyalty members of their available #LumityCollective Rewards perks. This helps provide an additional incentive to purchase for existing loyalty members.

MegaFoods is another supplement brand that incorporates their rewards program messaging across touchpoints. When customers view their carts, their available rewards are prominently displayed at the top of the page. This ensures that loyalty members are utilizing their available rewards at every purchase.

Children’s boutique Sparkle in Pink lets new and existing customers know how many points purchases are worth right from the product page, offering an additional incentive to both buy the item and join the Diamond Rewards program.

Apparel brand Brixton reminds their rewards program members of their available points at checkout, with the option to apply them with a single click. This removes friction from the redemption process and ensures that members are using their available rewards.

And finally, shoe brand Melissa offers shoppers free shipping to join the program, at the top of every page on their site. This educates new site visitors about the program and highlights the value it provides to members.

During BFCM, when shoppers are scrolling fast and making quick decisions, visibility is everything. If loyalty isn’t front and center, many holiday shoppers won’t even see it, let alone join.

Takeaway: Visibility = adoption. The easier loyalty is to access, the more holiday shoppers will join and stick.

CHAPTER 8 Measuring Success: The New BFCM Metrics

It’s easy to judge BFCM success by top-line numbers like traffic, conversion rates, and revenue. But if your goal is loyalty and retention, you need to dig deeper.

Metrics like repeat purchase rate, average order value among loyalty members, and customer lifetime value (CLV) tell a clearer story about whether your Cyber Week efforts are paying off long-term. And engagement metrics such as review submissions, challenge completions, and referral activity help you understand how active your loyalty base really is.

Another often overlooked metric is program adoption. How many first-time BFCM buyers joined the loyalty program? Did they redeem rewards? Early engagement is often predictive of long-term retention.

Measuring success through the lens of loyalty and retention is vital for any brand that wants to transform Black Friday from a single revenue-driving event to one that sustains their business going forward.

CHAPTER 8 Measuring Success: The New BFCM Metrics

It’s easy to judge BFCM success by top-line numbers like traffic, conversion rates, and revenue. But if your goal is loyalty and retention, you need to dig deeper.

Metrics like repeat purchase rate, average order value among loyalty members, and customer lifetime value (CLV) tell a clearer story about whether your Cyber Week efforts are paying off long-term. And engagement metrics such as review submissions, challenge completions, and referral activity help you understand how active your loyalty base really is.

Another often overlooked metric is program adoption. How many first-time BFCM buyers joined the loyalty program? Did they redeem rewards? Early engagement is often predictive of long-term retention.

Measuring success through the lens of loyalty and retention is vital for any brand that wants to transform Black Friday from a single revenue-driving event to one that sustains their business going forward.

CHAPTER 8 Measuring Success: The New BFCM Metrics

It’s easy to judge BFCM success by top-line numbers like traffic, conversion rates, and revenue. But if your goal is loyalty and retention, you need to dig deeper.

Metrics like repeat purchase rate, average order value among loyalty members, and customer lifetime value (CLV) tell a clearer story about whether your Cyber Week efforts are paying off long-term. And engagement metrics such as review submissions, challenge completions, and referral activity help you understand how active your loyalty base really is.

Another often overlooked metric is program adoption. How many first-time BFCM buyers joined the loyalty program? Did they redeem rewards? Early engagement is often predictive of long-term retention.

Measuring success through the lens of loyalty and retention is vital for any brand that wants to transform Black Friday from a single revenue-driving event to one that sustains their business going forward.

CHAPTER 9 Make BFCM 2025 the Season of Retention

Black Friday and Cyber Monday are a goldmine for new customer acquisition. But without retention, they’re just a short-term “savings high” that fades by January.

Loyalty systems are the solution. By moving beyond discounts and creating flexible, omnichannel rewards programs, brands can convert deal-seekers into long-term loyalists.

The key takeaways are simple:

Loyalty systems give brands the flexibility to run smarter campaigns.
They extend their reach, rewarding customers everywhere they shop.
They focus on retention-first value, ensuring BFCM growth carries into the new year — and beyond.

At Bubblehouse, we’ve seen firsthand how enterprise brands thrive when they put loyalty at the center of BFCM. If you’re ready to turn seasonal shoppers into lifetime customers, Bubblehouse is your partner. Learn more. [LINK]

CHAPTER 9 Make BFCM 2025 the Season of Retention

Black Friday and Cyber Monday are a goldmine for new customer acquisition. But without retention, they’re just a short-term “savings high” that fades by January.

Loyalty systems are the solution. By moving beyond discounts and creating flexible, omnichannel rewards programs, brands can convert deal-seekers into long-term loyalists.

The key takeaways are simple:

Loyalty systems give brands the flexibility to run smarter campaigns.
They extend their reach, rewarding customers everywhere they shop.
They focus on retention-first value, ensuring BFCM growth carries into the new year — and beyond.

At Bubblehouse, we’ve seen firsthand how enterprise brands thrive when they put loyalty at the center of BFCM. If you’re ready to turn seasonal shoppers into lifetime customers, Bubblehouse is your partner. Learn more. [LINK]

CHAPTER 9 Make BFCM 2025 the Season of Retention

Black Friday and Cyber Monday are a goldmine for new customer acquisition. But without retention, they’re just a short-term “savings high” that fades by January.

Loyalty systems are the solution. By moving beyond discounts and creating flexible, omnichannel rewards programs, brands can convert deal-seekers into long-term loyalists.

The key takeaways are simple:

Loyalty systems give brands the flexibility to run smarter campaigns.
They extend their reach, rewarding customers everywhere they shop.
They focus on retention-first value, ensuring BFCM growth carries into the new year — and beyond.

At Bubblehouse, we’ve seen firsthand how enterprise brands thrive when they put loyalty at the center of BFCM. If you’re ready to turn seasonal shoppers into lifetime customers, Bubblehouse is your partner. Learn more. [LINK]

BFCM Best Practices for Loyalty Systems in 2025

Nearly every year, Black Friday and Cyber Monday (BFCM) set new records for digital commerce.

Nearly every year, Black Friday and Cyber Monday (BFCM) set new records for digital commerce.

CHAPTER 1