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Expert Answer • 2 min read

Should I do both Black Friday and Cyber Monday?

As an e-commerce business owner, I'm trying to determine whether running promotions for both Black Friday and Cyber Monday makes strategic sense. I want to maximize my sales potential during the holiday shopping season, but I'm concerned about discount fatigue, marketing costs, and potential profit margin erosion. How can I decide whether to run campaigns on both days, and what factors should I consider when planning my holiday promotional strategy?
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

2 min

TL;DR - Quick Answer

Yes - running both Black Friday and Cyber Monday is worth it for most online stores. They serve different shopper segments and together typically represent the highest-revenue 4-day stretch of the year.

Complete Expert Analysis

Should You Run Both Black Friday and Cyber Monday?

For most e-commerce stores, BFCM is a single strategic window - not two separate decisions. Running both events together is the standard approach, but the real question is how to differentiate them effectively.

Run Both When...

  • - You have sufficient inventory
  • - Different products fit each event
  • - You have email list to nurture
  • - Margin allows two discount periods

Run Only BF When...

  • - Very limited inventory
  • - Products aren't digital/tech
  • - Resources to manage only one event
  • - Previous CM showed poor ROI

Run Only CM When...

  • - Primarily digital products
  • - Tech-focused audience
  • - Skipping the BF rush deliberately
  • - SaaS or subscription model

BFCM Combined Revenue Stats (2025)

$41.1B

US BFCM total spend

$13.8B

Cyber Monday alone

+7.3%

YoY growth

195M

US BFCM shoppers

The key to running both successfully: treat them as two distinct events with different products, messaging, and audience segments - not the same sale running for 4+ days.

Growth Suite: Scheduled Campaigns let you set BF and CM as separate campaign windows with distinct offers, timing, and targeting rules. Offer Fatigue Prevention ensures BF buyers aren't spammed with CM offers they've already seen, keeping both events feeling fresh and valuable.

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Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

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