The 2025 Omnichannel BFCM Playbook: From Holiday Sales to Long-Term Growth
The BFCM Opportunity in Disguise
The Black Friday to Cyber Monday sales period (BFCM) is no longer a DTC-only moment. It’s an all-channel revenue event. Sales spike across DTC, retail, and marketplaces like Amazon and Walmart.
But, for most brands, visibility doesn’t scale with volume. Customers pour in, but the data needed to activate and retain them often gets lost.
This is the hidden cost of BFCM: when AI and marketing systems can’t see or act on retail or marketplace customers, brands miss the chance to convert momentary buyers into long-term loyalists.
But it doesn’t have to be that way. What you do now can set you up to win not just this BFCM, but next year’s, too. Here’s how.
Tip #1: Treat BFCM as a Data Acquisition Moment
Most brands treat BFCM as just a sales event. But, your best customers this year might be the ones you meet in retail, via a gift, or during a one-time Amazon purchase. If these moments don’t lead to first-party data capture, sure, you made the sale, but you can’t re-engage them later, leaving tons of profit opportunity on the table.
Acquire First-Party BFCM Customer Data with Brij
Brij powers AI-driven, on-brand experiences that live where your customers already are—across packaging, field marketing, social, and retail displays.
With dynamic links in these places, you can launch sweepstakes, digital rebates, and link-in-bio experiences that seamlessly capture first-party data.
Through integrations with Meta Omnichannel Ads, Brij also lets you feed verified offline purchases into Meta to optimize ad targeting and expand reach while lowering CPMs.
What To Do Now
- Re-route underutilized QR codes (on packaging, displays, inserts) to mobile-first Brij experiences that capture emails and deliver value (content, offers, loyalty entry).
- Launch digital rebates or sweepstakes that turn retail foot traffic into known customers.
- For highly gifted products (beauty, wellness, kitchen, baby), deploy post-purchase CTAs that engage end-users, not just buyers.
Why It Matters
Even one scan-to-profile experience can yield a 20%+ opt-in rate. Multiply that by your BFCM volume, and you’re talking thousands of newly reachable customers.
Real Brand Examples
- Cann used Brij to run digital rebates tied to packaging during Cyber 5, capturing thousands of in-store customers at the moment of discovery and funneling them into owned channels.
- Quip went live in under two weeks during BFCM by redirecting broken QR flows to Brij landing pages that turned discounted offers into known profiles.
- Brunt Workwear incentivizes registration with a "free gift" CTA, making it easy to collect data post-purchase—even from gifted products.
Tip #2: Close the Offline to Online Data Gap with Better BFCM Data Analysis
Retail and marketplace data often lives in silos — disconnected from your CRM, lifecycle flows, or ad platforms. That breaks the feedback loop, limiting optimization opportunities for brands.
Analyze First-Party BFCM Customer Data with Brij
The Brij dashboard gives you instant visibility into every interaction. From scan data and geographic heatmaps to SKU-level attribution, you can deeply understand customer behavior and campaign ROI. AI-powered insights help brands make informed decisions, like which QR placements converted best, or which rebate drove the highest repeat purchase rate.
What To Do Now
- Use Brij’s analytics dashboard to surface which channels, products, and experiences actually drive ROI.
- Track scan-to-purchase patterns, compare A/B rebate performance, and identify which placements convert best.
- Feed these learnings into next year’s planning to double down on what works.
Why It Matters
This year’s analysis powers next year’s growth. Knowing what worked (and where) enables smarter decisions, stronger targeting, and better LTV.
Real Brand Examples
- Skullcandy unified its scattered QR flows and surfaced over 60,000 previously invisible customers, converting 20% into known profiles within six months.
- Plant People used Brij across TikTok Shop, retail sampling, and on-pack offers to drive 50,000+ engagements and over $35 in average DTC revenue per profile, using this data to understand which channels were worth reinvesting in.
- RYZE captures event-driven QR scans from in-store samplings and compares that data to repeat order volume over time.
Tip #3: Activate BFCM Customers Early to Retain Them Longer
Holiday peaks are the best time to build habits, loyalty, and emotional connection. But if you don’t activate quickly, that customer is gone.
Activate First-Party BFCM Customer Data with Brij
Once a customer scans, Brij instantly syncs that data to your existing stack — whether it’s Klaviyo, Shopify, Meta, or beyond. You can automatically trigger email flows, product education, loyalty offers, or upsell campaigns. Every action is personalized, measurable, and designed to drive real revenue.
What To Do Now
- Trigger onboarding content, reorder nudges, or loyalty invitations based on where and how someone bought.
- Launch scan-to-save, scan-to-subscribe, or scan-to-register experiences that reward immediate action.
- Feed this data into your marketing stack to power automation.
Why It Matters
Brands using Brij have seen 20%+ lift in repeat purchase and $150+ in incremental revenue per profile. One BFCM buyer can become a loyal subscriber — if you catch them fast enough.
Real Brand Examples
- Gozney uses Brij for oven registration on their website—a fast path to identify owners, not just purchasers, and activate them.
- Jolie and Canopy, in highly gifted categories, use Brij to connect with recipients post-gift, enabling re-marketing and education.
- Health-Ade turns each retail product into a Brij-powered scan-to-reorder moment, increasing retention from retail-origin customers.
Conclusion: 2025 BFCM Data Optimization Leads to 2026 Growth
The brands that win BFCM aren’t just the ones that discount well. They’re the ones that capture more customers, analyze what worked, and activate faster. With Brij’s acquire, analyze, activate loop, your biggest sales moment becomes your greatest opportunity for future growth.
Let this BFCM be more than a revenue spike. Make it your launchpad for LTV.
Click here to book a Brij demo with our team of expert omnichannel strategists.
