Last year, I watched a beauty brand spend $47,000 on BFCM ads. They made $180,000 in revenue during the weekend. Sounds great, right?
Here's what happened next: 76% of those customers never made a purchase again. By February, their actual profit from that massive ad spend? Less than $12,000.
Compare that to another merchant we work with—a fitness supplement brand that set up a simple loyalty program before BFCM 2024. They spent $28,000 on ads, generated $95,000 during the weekend, but here's the key difference: 42% of their BFCM customers made a repeat purchase within 60 days. By March, those holiday shoppers had generated an additional $67,000 in revenue.
The only difference? A loyalty program that took 15 minutes to set up.
I'm going to show you exactly how to build the same thing for your store before this BFCM. No complexity, no endless features—just the essentials that turn one-time holiday shoppers into customers who come back in January, February, and beyond.
Why BFCM Without Loyalty Is Burning Your Money
Let me share something most Shopify merchants don't realize until it's too late.
During BFCM 2024, the average customer acquisition cost jumped to $52 for beauty brands and $68 for fitness brands—that's 60-70% higher than normal periods. The average ecommerce CAC typically sits around $68-78 globally, but during peak shopping periods like BFCM, these costs can spike significantly. Meanwhile, average discount rates hit 35-40% across the board.
Do the math: if your average order value is $85 and you're giving 35% off, you're collecting $55. After paying $52 to acquire that customer, you have $3 left to cover product costs, shipping, payment processing, and all other expenses.
You're basically breaking even—or losing money—on every BFCM sale.
The only way this makes financial sense is if customers buy again. Research shows that after making a first purchase from an online store, a customer has only a 27% chance of buying again. However, after a second purchase, that probability increases to 49%, and after a third purchase, it reaches 62%.
This is why loyalty programs matter during BFCM. You're not just running a promotion—you're investing. The question is whether that investment pays off in Q1 or disappears into the holiday shopping abyss.
The 15-Minute BFCM Loyalty Setup (Step-by-Step)
I'm going to walk you through the exact setup I recommend to every merchant before BFCM. This isn't theory—this is what works based on real data from stores that collectively generated $147M in loyalty-driven revenue last year.
Before you start, you'll need:
- Joy is installed on your Shopify store (get it here)
- Your average order value is handy
- 15 uninterrupted minutes
Let's go.
Minutes 1-3: Set Your Points Foundation
Navigate to Program Settings > Points in your Joy dashboard.
What to configure:
- Points per dollar spent: Set this to 1 point per $1 spent
- Why 1:1? It's simple math for customers. "I spent $100, I earned 100 points." No confusion.
- Alternative: Some merchants prefer 5 points per $1 for bigger numbers that feel more rewarding
- Sign-up bonus: Give 100-200 points for creating an account
- This needs to be enough for 10-15% off their next order
- Example: If your AOV is $75 and you offer a $10 reward for 100 points, give 100-150 as a sign-up bonus
- Purchase points: Enable automatic points on every order
- Make sure this applies to discounted orders too—yes, even BFCM purchases
- Your loyalty members should earn points no matter what
Check our guide below:
Why this matters: The sign-up bonus is your hook during BFCM. Shoppers are in buying mode, inboxes are crammed, and everyone's running promotions. Your loyalty program is what captures their information AND gives them a concrete reason to come back when competition drops in January.
According to industry research, customer acquisition costs have risen by 60% over the past five years, making retention strategies more critical than ever for profitable growth.
Minutes 4-7: Create Your Core Rewards
Go to Rewards > Create Reward and set up these three essential rewards.
Reward #1: $10 Off Next Purchase (100 points)
- Set minimum order value: $50-75 to protect margins
- Make it redeemable immediately
- Label it clearly: "$10 Off When You Spend $50+"
Why this works: It's your fastest conversion tool. Customers earn 100 points during BFCM, see that they can get $10 off their next order, and you've just created a January sales driver.
Reward #2: Free Gift with Purchase (200 points)
This is HUGE for beauty brands. Create a reward where customers can choose a deluxe sample, travel-size product, or discovery kit.
- Select products that encourage trying new items in your line
- Make sure the gift has a $15-25 perceived value
- Set minimum order: $60-80
Why this works: In beauty and cosmetics, customers spend 30% more per order after shopping with a company for six months and 45% more after 36 months. Gifts introduce them to products they might not buy otherwise, creating new repurchase cycles.
Industry data shows that loyalty program members spend up to 40% more than non-members, and when redeeming rewards, members spend up to 164% more than non-redeeming members.
Reward #3: Free Shipping (150 points)
- No minimum order requirement (or set it low, like $35)
- Unlimited redemptions
- Clear messaging: "Free Shipping Anywhere"
Check our guide below:
Why this works: Shipping costs kill January conversions. This removes the barrier when customers are ready to use their points post-BFCM.
For Plus merchants: Consider adding a VIP tier reward like early access to your next sale or exclusive product drops. These cost you nothing but create significant perceived value.
Minutes 8-11: Enable Social Earning Actions
Navigate to Earning Rules > Social Actions
This is where beauty and fitness brands have a huge advantage. Your customers ALREADY share their results on social media. Your loyalty program should reward them for it.
Turn on these four actions:
1. Instagram Follow (50 points)
- Automatic verification through Instagram integration
- One-time reward per customer
Why it matters: Your Instagram is where the magic happens post-BFCM. Product tutorials, before/afters, customer transformations—this is your retention engine. Every follower is a potential repeat customer.
2. Instagram Story Share (75 points)
- Customers share their purchase or unboxing
- They submit a screenshot for verification
- You can set this to auto-approve or manually review
Real example: A fitness apparel brand ran "Share Your BFCM Haul" during the 2023 sale weekend. 1,284 customers shared Instagram stories tagging the brand. The UGC content generated 340,000 impressions—essentially free advertising—and 23% of sharers made a second purchase within 45 days.
3. Product Review (100 points)
- Set a 14-day delay so customers can actually try products first
- Make this worth more points because reviews drive conversions
- Consider bonus points for photo reviews (extra 50 points)
93% of consumers are more likely to make repeat purchases at companies with excellent customer service, and reviews are social proof that your products deliver. Every review you collect during BFCM season becomes ammunition for your Q1 marketing.
4. Referral Program (Give 200 points, Friend gets 15% off)
- Customers share a unique link
- They earn 200 points when a friend makes their first purchase
- Their friend gets 15% off
Check our guide below:
The math on referrals is incredible. If you're paying $52 to acquire a BFCM customer through ads, but your loyal customers can refer new shoppers for the cost of 200 points (maybe $10 in rewards), you've just cut your acquisition cost by 80%.
Research indicates that acquiring a new customer is five times more expensive than retaining an existing one. Additionally, word-of-mouth marketing drives between 20-50% of all purchasing decisions, making referral programs one of the most cost-effective acquisition channels.
Furthermore, over 70% of consumers are more likely to recommend a brand with a good loyalty program, amplifying the reach and effectiveness of referral strategies.
Pro tip for beauty brands specifically: Add a "Share Your Results" action where customers post before/after photos or routine videos. Give 150 points for this. The UGC you collect is worth more than the points you're giving away.
Minutes 12-13: Customize Your Loyalty Widget
Go to Display Settings > Widget Customization
Quick settings to adjust:
Widget Placement:
- Cart drawer integration: Shows points during checkout
- Floating button: Bottom right corner, mobile-friendly
- Product page badge: "Earn [X] points with this purchase"
I recommend enabling all three during BFCM for maximum visibility.
Branding:
- Match your BFCM campaign colors
- Upload your logo
- Use your brand fonts
This takes 2 minutes and makes the loyalty program feel native to your store, not like a third-party plugin.
Mobile optimization: This is critical—over 70% of BFCM traffic is mobile. Make sure:
- The loyalty launcher doesn't block your "Add to Cart" button
- The points panel is easily scrollable on mobile
- Font sizes are readable without zooming
BFCM-specific messaging: Update your welcome message to: "Earn points on every BFCM purchase + unlock exclusive rewards!"
And change your widget headline from the default to: "You're earning 2X points this weekend!"
(Yes, I recommend doubling points during BFCM. It costs you almost nothing and drives massive sign-ups. Set this under Earning Rules > Special Events.)
Mobile optimization is critical: Over 70% of BFCM traffic comes from mobile devices, so ensure your loyalty widget is fully optimized for smaller screens.
Minutes 14-15: Launch Your BFCM Loyalty Campaign
Your loyalty program is technically live. Now you need to tell people about it.
Create one email announcement (5 minutes):
Subject line: "New: Earn rewards on every BFCM purchase"
Body copy template:
Hey [First Name],
Big news before our Black Friday sale kicks off:
We just launched our loyalty program, and you can earn points starting TODAY.
Here's how it works:
→ Earn 1 point for every $1 you spend (2X points during BFCM!)
→ Sign up now and get 150 bonus points (that's $15 off your next order)
→ Redeem points for discounts, free gifts, and free shipping
The best part? You can stack your loyalty points with our BFCM discounts.
[Join Now Button]
See you Friday,
[Your Name]
Add on-site messaging (3 minutes):
- Homepage banner: "Earn 2X points during BFCM | Join Free"
- Product pages: "Buy this, earn [X] points"
- Cart: "You'll earn [X] points with this order!"
Set up your post-purchase email (2 minutes):
This is your most important message. When someone completes a BFCM order, they should immediately get an email that says:
"You just earned [X] points! Here's what you can get:"
Show them exactly how many points they have and what rewards they can unlock. Include a clear CTA to create an account if they checked out as a guest.
That's it. You're live.
Total time: 15 minutes. Total complexity: Low. Total impact on your Q1 revenue: Massive.
Cross-Industry Tactics
Double Points Weekend
Run "2X points on Saturday & Sunday only" during BFCM weekend. This creates urgency without additional discounting. Set this up under Program Settings > Events > Create Multiplier Event.
We've seen this increase weekend conversion rates by 11-15% compared to extended BFCM sales without point multipliers.
Early Access Tiers
Give existing customers (anyone with 50+ points in your system) early access to BFCM deals on Wednesday or Thursday. This:
- Rewards existing customers (good for retention)
- Generates revenue before the competitive BFCM weekend
- Creates FOMO that drives loyalty sign-ups
Post-BFCM Retention Blast
On Thursday, November 27, send an email to everyone who earned points:
Subject: "You have [X] points waiting (here's what you can get)"
Show them their balance, highlight rewards they can unlock, and tease upcoming exclusive offers for loyalty members only.
A wellness brand sent this email to 5,600 BFCM shoppers and generated $47,000 in additional sales within 72 hours—all from customers who had already bought during the weekend.
What to Do After BFCM
Your loyalty program isn't just for BFCM. In fact, BFCM is just the setup—January through March is where you collect your real returns.
Most merchants make a critical mistake: they treat BFCM as the finish line. But the race is just beginning.
The real question is: will your BFCM customers remember you in January, or will they move on to the next deal?
We've written a complete guide that walks you through:
- Week-by-week retention strategies for post-BFCM
- Email templates for reactivating point holders
- Campaign ideas for turning December lulls into revenue
- How to measure what actually matters (spoiler: it's not just redemption rate)
→ Read the Complete Post-BFCM Retention Strategy
That guide covers everything from the thank-you email you should send on November 27 to the January reactivation campaign that converts point holders into repeat buyers.
Quick preview of what you'll find there:
- Week 1 strategy: The critical first touchpoint that determines if customers will engage with your program
- Week 2-3 tactics: Review campaigns and UGC collection (while holiday excitement is still fresh)
- January playbook: The exact emails and offers that reactivate BFCM shoppers when CAC is 40-50% lower
- Metrics that matter: How to measure program ROI and identify your most valuable loyalty segments
The retention work you do in Q4 and Q1 determines whether your BFCM investment pays off or becomes a sunk cost.
Ready to get started?
Install Joy and set up your BFCM loyalty program today. It takes 15 minutes and could be the difference between breaking even and building a sustainable business.
Questions? Our merchant success team has helped hundreds of beauty and fitness brands set up loyalty programs for BFCM. Reach out and we'll walk you through it.
