How to Prepare for BFCM with Dime Beauty, Momofuku Goods, and Magic Spoon

Black Friday / Cyber Monday (BFCM) is like a battlefield for conversions, average order value, and customer loyalty. Those who wing it often lose to those who come prepared with tried and tested tactics and strategies. 

In our first BFCM-focused webinar of the year, Rebuy's Sarah Hatter sat down with three powerhouse ecommerce leaders:

• Kate Branagan, the digital product lead at DIME Beauty
• Emma Hughes, the retention and lifecycle marketing lead at Momofuku Goods
• Ciara Lydon, the digital product and CRO lead at Magic Spoons

All three experts are Rebuy customers who've proven their chops in the direct-to-consumer and ecommerce spaces. And in this webinar, they brought the kind of insider BFCM strategies you wish you’d learned years ago.

Watch the discussion

Prefer to watch? Get the stories, strategies, and BFCM tactics straight from the source. 

If you're strapped for time, we've captured the quick-hitting takeaways for you further down 👇

Takeaway #1: Plan like your Q4 depends on it (because it does)

Everyone on the panel said they start mapping out BFCM months in advance, and sometimes all year long.

• Lock in your sales promos early (July or August) so ops, creative, and marketing have time to breathe.

• Keep operations in the loop: inventory, expiry dates, and overstock can make or break a sale.

• Inspiration is everywhere, so keep a swipe file in reach. Branagan and Lydon both keep Slack channels for promo ideas spotted throughout the year.

💡 Pro Tip: Have your promo and bundles locked by the end of summer. That way creative can go wild, and ops can prepare for the shipping frenzy.

Takeaway #2. Simplicity wins

The number one rookie mistake? Overcomplicating promos.

• If it takes more than one sentence to explain your promo, simplify it. 

• Test your promo setup one hundred times. Then test again. Then one more time.

📢 BFCM Stress Test: Get “the least tech-savvy person you know” to apply your promo. If they can't do it easily, simplify it.

Takeaway #3. Think beyond the weekend

Hughes discovered that most gifting happens after BFCM.

• November: target loyalists and VIPs stocking up for hosting.

• December: shift messaging to gifting, with PDPs and in-cart recommendations tailored for “Best Gifts Under $30” and post-purchase upsells like stocking stuffers.

• Push late shoppers to faster channels like Amazon or in-store retail partners.

“Making sure customers purchase from more than one category greatly increases their chance of returning. And we know during BFCM we're bringing in a ton of new customers.”

Emma Hughes Momofuku Goods

“We've found that GWPs work well for our customers. So we generally go the route of "spend X get Y gift." Sometimes we'll do tiers where you can spend X, get one gift, or you can spend Y and get a better gift.”

Kate Branagan DIME Beauty

"Post-purchase is a goldmine during BFCM. A simple, playful offer like our mystery add-on lifted conversions by ten percent—and that’s before we even optimized it for the holidays."

Ciara Lydon Magic Spoon

Takeaway #4. Bundles are a secret weapon

Bundles are driving serious revenue for all three leaders.

• Keep it to four to six bundles per landing page to avoid choice overload.

• Offer variety in price points but make your highest AOV-driving bundle the best value.

• Add novelty merch (like engraved noodle bowls or branded facial rollers) only available in bundles.

• Use customer preferences (like spice tolerance or skin type) to tailor bundle messaging.

5. Creative seasonal plays can work well

Lydon moved Magic Spoon’s seasonal “Sugar Cookie” cereal launch to before BFCM, and it became a top-selling bundle driver.

• Seasonal and limited edition promos creates urgency.

• Tie new product drops into bundles to lift average order value.

• User-generated packaging design? Even better for community buzz.

6. Post-Purchase is Untapped Gold

Lydon’s “mystery add-on” post-purchase offer boosted conversions by ten percent.

• Start small, iterate, and lean into playful elements that surprise and delight.

• Make your BFCM mystery offers themed for extra excitement.

7. Personalization without overwhelm

Branagan uses reviews and past purchase data to serve tailored recommendations and dynamic bundles without heavy segmentation.

• Simple “if they bought X, show Y” logic goes a long way.

• Use review language n product copy for higher relatability and trust.

8. Data-driven testing pays off

Hughes mirrored the promo messaging in Momofuku’s signup forms to match welcome flows starting November first, and saw a 73% lift in email and SMS signups during Q4.

Lydon tested a “category tracker” in her bundle builder to encourage multi-category purchases, boosting lifetime value potential before the sale even starts.

9. Mistakes they will never repeat

• Assuming scheduled products will auto-publish. (Branagan learned they do not.)

• Complicated promos no one could figure out (Lydon’s cautionary tale).

• Changing offers in the final weeks before BFCM equals chaos for ops and creative (Hughes’ hard-won advice).

10. If they could only run one promo forever…

• Lydon and Branagan: Site-wide percent off (clear, quick, cuts through the noise).

• Hughes: Bundles all the way.

BFCM survival tips, what's the bottom line?

• Lock in plans early.

• Test relentlessly.

• Keep promos simple.

• Use data to extend the sales momentum into December.

• And yes. Have snacks, caffeine, and maybe a branded facial roller handy.

Final Word:

BFCM is a months-long game of planning, testing, and keeping your messaging laser-focused. The brands who win don't just run discounts and call it a campaign. They design a shopping experience worth buying into.

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