Guides
Everything you need to know to prepare, promote, and profit this sales season
Black Friday and Cyber Monday are prime times to accelerate your business growth. Whether you're selling online coaching, courses or a community membership, these globally recognized shopping events are synonymous with deep discounts and exclusive offers, making this the perfect time to launch a sale or promotion.
In 2024, U.S. Black Friday sales hit $10.8 billion, a 10.2% jump from 2023, and Cyber Monday reached $13.3 billion, making it the biggest online shopping day in history.
But this isn’t just a U.S. trend. Globally, online Black Friday sales hit $74.4 billion, and countries like Australia saw a record spending of $6.7 billion during the four days (an increase of 5.5% compared to 2023) and the UK saw a 5.2% increase in spending over the Cyber Weekend. Consumers aren't just looking for deals—they're waiting for them, with 75% of shoppers actively planning to purchase during this period.
At Movement, we've seen from our creators that running a well-executed sale during Black Friday and Cyber Monday can lead to a 3-4x increase in revenue. This isn't just about dropping prices—strategic promotions like upselling with order bumps and split payment options can significantly enhance your sales and grow your community. Movement makes it easy to set up these promotions, whether you're offering limited-time discounts, launching new products, or bundling offerings for greater value.
Consumers are conditioned to expect deals and are actively seeking them out during this period, so there’s no better time to launch your app, course or community, or to introduce new products and revamp your offerings. With the right approach, you can take full advantage of this heightened buying behavior and position your business for long-term success. Let’s get started!
Promoting your Black Friday and Cyber Monday sales on social media
With so many businesses vying for attention during the Black Friday and Cyber Monday sales season, it’s more important than ever to have strong marketing to make your brand stand out amid the noise. Arguably the most important part of running a sale, your promotional material should be clear and enticing.
During this sales season customers will already be on the lookout for deals, so it’s best to lead with the familiar names ‘Black Friday’ or ‘Cyber Monday’ to instantly pique their interest. Make sure you’re clear about what the discount or offer is, and how to get the discount (e.g. using a coupon code at checkout).
TIP: It’s best not to overload your visuals with too much detail—keep any other information about the product and promotion T&Cs in the caption or at the point of purchase instead.
Promote your sale on social media with our free Canva templates
Each reel, story, or ad you create promotes your offering to existing followers and attracts potential customers who may not have encountered your brand before. To get you started, we’ve put together a collection of free Canva templates for social media, ready to customize with your screenshots and promotional offer. All templates are designed with video and animation in mind to maximise their visual impact and potential for organic reach.
🔥 Free Canva templates
If you’re new to Canva, take a quick look at the video below to help get you started using the templates. You can also check out our other Canva templates in our guide 5 social media posts to promote your app.
Promote your sale with a strategic sales funnel
Whether you’re promoting a membership, course, or limited-time offer, a well-structured funnel helps you do one thing really well: convert interest into action, fast. Funnels and sales pages focus your audience’s attention, build excitement, and guide them to one clear outcome: purchasing your offer.
Why funnels work so well for sales
They reduce friction. Every page is built to do one thing: sell your offer.
They’re focused. No competing navigation, no other distractions—just a clear path to purchase.
They convert better. Creators using focused funnels consistently see higher conversion rates during promo periods.
What makes a great funnel?
A landing page or sales page that explains your offer clearly
A checkout experience that’s easy to use (with options like order bumps or split payments)
A thank-you page that keeps the momentum going
Follow-up emails to nurture interest or upsell more products
A way to capture leads if they’re not ready to buy right away
Ready-to-use funnel templates & sales pages
Movement makes it easy to create sales pages, landing pages, and full funnels that meet your audience wherever they are. To help you launch faster, we’ve created a set of pre-built funnel templates, designed specifically for creators selling digital products, courses, and memberships:
App Subscription Sales Page
Promote your membership or community access to drive recurring revenue.Single Product Sales Funnel
Showcase your best-selling course or digital product with urgency and clarity.VIP Early Access Landing Page
Build hype and collect emails before your sale starts.Freebie Funnel
Give away a lead magnet and share a related offer or top sellers on the thank-you page.
Get started with Movement today to start building with our professionally-designed templates.
Promote your sale with customized email campaigns
Email marketing is one of the most effective tools for driving sales during Black Friday and Cyber Monday. One of our creators, Jess Jenkins of The Mama Physio, highlights the effectiveness of email marketing in her holiday promotions:
"Generally during these periods I offer a percent discount off my monthly and yearly membership and promote via social media (Instagram and Meta ads) and my email list. To grow my email list, I have a few freebies on my website...I promote these freebies via my two Instagram pages and use paid ads as well. I have also connected Movement to Flodesk to capture that data as well."
To further increase engagement, Jess adopted a popular automation tool for social media posts: “Recently, I have used ManyChat to automatically send a discount code to those who comment on posts. This has been really successful and increases engagement as well.”
ManyChat, known for its powerful Instagram DM marketing capabilities, has become a popular choice for chat automation, and Movement has also seen strong results using it to boost engagement. By combining tools like ManyChat, email marketing, and targeted ads, you can create a high-impact, multi-channel promotional strategy that captures attention and maximizes your reach during this high-traffic season.
Email campaign ideas for Black Friday and Cyber Monday
Effective email campaigns during Black Friday and Cyber Monday can help you stand out in a crowded market. Here are some campaign ideas you can create with your preferred email marketing platform:
Exclusive Early Access
Offer subscribers early access to your sale as a “VIP perk.” This makes customers feel valued and boosts early sales.Flash Sales & Countdown Timers
Run short flash sales and include countdown timers in your emails to create urgency. Great for keeping excitement high throughout the day or sales period.Bundle Offers
Encourage larger purchases by offering product bundles at a discount. Highlight that bundles are “perfect for gifting” to attract holiday shoppers.Tiered Discounts
Offer discounts based on spending thresholds, e.g., “Spend $50, save 10%; spend $100, save 20%.” This encourages customers to buy more to unlock higher discounts.Last Chance Alert
Send a final “Last Chance” email with an urgent subject line as the sale ends. Include a countdown to drive last-minute conversions.
Best practices for email marketing during Black Friday and Cyber Monday
To maximize the impact of your email campaigns, follow these best practices:
Compelling subject lines: Your subject line is the first thing recipients see. Use clear, concise, and enticing subject lines to grab attention (e.g., "Only 24 Hours Left!").
Timing is key: Schedule emails strategically, sending them at times when customers are likely to be checking their inbox. For Black Friday/Cyber Monday, early morning or late evening can work best.
Segmentation: Group your audience based on purchase behavior, interests, or previous engagement. Targeted emails are far more likely to convert than general blasts.
Clear call to action: Each email should have a strong call to action (CTA), whether it’s "Shop Now," "Claim Your Discount," or "Upgrade Your Subscription." Make it easy for customers to take the next step.
Mobile optimization: Many customers will open emails on their phones, so ensure your email design is responsive and easy to navigate on smaller screens.
By setting up automated email campaigns with Movement's integration with Zapier, you can easily connect to your email platform like Mailchimp and Flodesk to build powerful email sequences that engage your audience and increase conversions.
Drive repeat business with post-purchase emails
Post-purchase emails are more than just a follow-up—they’re a chance to deepen engagement, build loyalty, and show appreciation to your customers. Use these messages to reinforce your brand and create a memorable experience that makes customers feel valued—especially crucial during Black Friday and Cyber Monday, when competition for loyalty is at its peak.
Ideas for effective post-purchase emails
Welcome & thank you message
Start with a warm thank-you note that shows genuine appreciation. Let customers know they’re a valued part of your community and what they can look forward to as new members.Next purchase discount
Encourage repeat business by offering a discount or special offer for their next purchase. This small incentive can be a great way to encourage future purchases, especially during the holiday season when consumers are prepared to buy.Content highlights or product tips
Include helpful tips or content highlights, like “Getting Started” guides or links to popular features within your app. This adds immediate value and helps customers make the most of their purchase.Exclusive access
Offer customers access to a private community, a special event, or exclusive content as a thank-you for their purchase. This can build a sense of exclusivity and keep them engaged with your brand long after Black Friday/Cyber Monday.Referral program invitation
Include information on how they can join your referral program, potentially earning discounts or rewards by sharing your app with friends. This post-purchase moment is ideal for inviting them to become brand advocates.
With Movement’s built-in Post-Purchase Email Customization feature, you can personalize these messages to truly resonate with your community. By personalizing post-purchase emails, you’ll not only increase customer satisfaction but also drive engagement and loyalty that lasts well beyond the holiday season.
3 more ways to maximize your Black Friday & Cyber Monday sales
1. Upsell with order bumps
One of the easiest ways to boost revenue as a creator is by increasing the average order value (AOV). Instead of focusing only on attracting new customers, increasing AOV helps you maximize revenue from customers who are already ready to buy. It’s a proven strategy used by successful creators and online businesses to grow revenue without additional marketing costs—and it’s particularly powerful during Black Friday and Cyber Monday, when people are in buying mode and primed for deals.
Order bumps are optional, add-on offers presented during checkout that customers can include in their purchase with a single click—typically low-friction, high-value extras that increase AOV without interrupting the buying process.
Adding order bumps to your checkout flow is especially effective during these high-traffic periods. Research shows that consumers are more open to upgrading their purchases during major sales events, making it an ideal time to feature small, optional add-ons that enhance the main purchase. This example highlights how a timely, relevant offer can drastically improve conversions:
“I recently ran an order bump on a webinar I hosted. The webinar cost $50. Attendees had the option to add on a PDF guide for a discounted price. Over 50% of the people who purchased the webinar added the discounted PDF guide to their order at checkout. I’ve offered the same PDF guide at the same discounted rate via an email to those already in my programs using a discount code, and only 3% purchased—so it really does make a difference having the order bump discounted at the time of purchase.”
Movement makes it super easy to add order bumps to any product, including customization options like adding product images and discounts. Check out our Order Bumps guide to find out more.
2. Offer payment plans & split payments
Offering split payments and flexible payment plans is another powerful strategy for increasing average order value (AOV), especially on higher-priced items. By allowing customers to break down their purchase into smaller, interest-free installments, you reduce up-front cost barriers—making it easier for them to commit to larger purchases. Research shows that offering payment plans can increase conversions by 36%, as it reduces up-front cost barriers and encourages more people to commit to a purchase.
This approach is especially effective for higher-ticket items like courses, memberships, or coaching services during the holiday season, as it broadens your appeal to a wider range of customers.
Additionally, offering Buy Now, Pay Later (BNPL) options like Affirm and Klarna, can drive conversions further. A 2024 survey from Affirm found that BNPL options can increase AOV by as much as 60%. “Consumers are increasingly seeking more transparent and flexible payment options, especially during the busy holiday shopping season,” said Erika White, VP of Marketing and Communications at Affirm. “Our recent survey found that nearly 1 in 2 consumers say the availability of interest-free offers at checkout will affect their purchasing decisions.”
By providing these flexible payment options, you can capture more sales from customers who value transparency and budget-friendly choices, which is especially effective during high-traffic shopping periods like Black Friday and Cyber Monday.
Check out this guide to see how easy it is to set up split payments with Movement.
3. Offer express & guest checkout
Ensuring your website or selling platform has express and guest checkout helps drastically reduce cart abandonment, with studies showing that express payment options can boost conversions by up to 30%.
During Black Friday and Cyber Monday, when shoppers are racing to secure limited-time deals, a streamlined checkout experience becomes even more critical.
Guest Checkout allows customers to complete purchases without creating an account upfront, eliminating one of the main points of drop-off during checkout. By allowing customers to check out as a guest, you remove unnecessary barriers and create a streamlined experience that’s ideal for the fast-paced holiday shopping season.
Similarly, express checkout simplifies the buying process into a single, streamlined step. With express options like Apple Pay and Google Pay displayed prominently, customers can complete their purchase in just one click. Especially effective for high-traffic days like Black Friday and Cyber Monday, Express Checkout ensures that your customers can complete their purchases quickly and effortlessly, minimizing any barriers to sale.
In Movement apps, 44% of users complete their purchases via express checkout, demonstrating how streamlined payment options drive quicker transactions and stronger conversions. Movement apps also saw an impressive 21.6% increase in conversions with Guest Checkout, highlighting the impact of an effortless, account-free purchasing experience.
With these tools and more at your fingertips, Movement makes it easy to create a high-converting checkout experience that maximizes every sale.
Final thoughts
Black Friday and Cyber Monday are the perfect opportunities to boost your business sales, with online spending hitting record highs each year.
That's why the way you promote your sales is crucial. With so many brands competing for attention, strategic marketing is essential to stand out. Use our templates and tips to help you create engaging promotions that draw your audience’s attention before and during the sales season. With the right setup, you can capture more sales, build loyalty, and make this shopping season your most successful yet.
Are you selling content online?
Crafting a compelling sale is just the start. With Movement, you can effortlessly share and monetize your content, providing a seamless experience for your online community.
Whether you're selling courses, managing memberships, or sharing exclusive content, Movement offers the ideal tools to streamline your business and maximize your earnings and impact. Join us today and begin crafting your success story!
