How To Retarget Abandoned Carts During BFCM: 15 Proven Strategies

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The formula for retargeting abandoned carts during BFCM is actually pretty simple – here’s all you need to know:

- how soon (and where) you retarget

- while being aware of what product(s) is/are getting abandoned

- who’s leaving it behind

- what offer will exactly appeal to whom

In this post, we’ll not only cover 15 proven ways to recover these abandoned carts but also dive deep into the minds of cart abandoners during BFCM. Here’s what we’re covering:

1. Recapture intent within 1 to 3 hours

2. Optimize SMS & push notifications for email subscribers

3. Send retargeting messages during peak engagement hours

4. Create more aggressive urgency for high-value carts

5. Use multiple retargeting channels, but in a staggered way

6. Offer additional abandonment incentives only to high spenders

7. Feature educational retargeting for low urgency products

8. Design emails with dynamic & “real” countdown timers

9. Test micro-incentives across customer segments

10. Reinforce brand-level trust in final reminders

11. Layer your retargeting ads with social proof

12. Feature one-click checkout for mobile abandoners

13. Leverage micro-targeting for different behavioral segments

14. Feature relevant recommendations for low stock products

15. Optimize exit intent offers based on point of abandonment

But first:

What are the biggest Black Friday cart abandonment trends?

Black Friday is a paradox. On the one hand, you have shoppers with high intent (they’re literally hunting for deals), yet cart abandonment rates spike to 70–80%. 

Shoppers know the deals won’t last, but they also think: “Huh, is this what didn’t sell all year long?”

This is why we studied over 1000+ eCommerce stores during the Black Friday/Cyber Monday weekend to unearth the most common trends as to why shoppers abandon carts:

💡 Most BFCM shoppers buy on mobile (and they’re really distracted)

Nearly 60% of all Cyber Week sales in 2024 were made on mobile devices. With Instagram, Snapchat, and TikTok notifications pouring in, distractions are part of the mobile shopping experience. 

So, no, having an app or a mobile-optimized store isn’t just gonna cut it to recover carts during Black Friday.

💡 Shoppers think twice before spending

The average cart value during BFCM has shot up from $100.70 in 2021 to $108.12 in 2024. Not only are BFCM shoppers buying bigger (with bigger discounts), but they are also taking their sweet time. 

What used to be 7 days of deals has now become 10 days. So, cart recovery during BFCM isn’t just about the 50% OFF.

💡 Shoppers know what they want (but are still overwhelmed by options)

Too many ads. Too many recommendations. Too many bad deals offering just 5% more in additional discounts. Traffic from Gen AI sites has grown 8-fold during BFCM. So, you know, BFCM shopping is now a comparison game. 

The motivation? Grabbing the best possible product with the best deal.

💡 They really don’t want to pull out the credit card

BNPL adoption has grown even more, especially during BFCM. But, our take here is: it’s the convenience of a quick purchase. Most BNPL aggregators like Klarna and Afterpay have one-tap logins, with an easy-peasy checkout.

So, how do you use these trends to recover carts during Black Friday?

15 Effective Ways of Retargeting Abandoned Carts during Black Friday

1. Recapture intent within 1 to 3 hours

Let’s imagine this for a minute. You’ve scoped out the best possible Black Friday deal of 70% off on an office chair with lumbar support. 

You add it to cart, but then your phone buzzes. 

Maybe a friend calls, food arrives, or maybe you start doom-scrolling Instagram. 

Three hours later, you’re either over it or you’ve completely forgotten about it. 

By the time you remember it again, you see that the discount has fallen to 50%.

In reality, however, way more unpredictable things happen:

One distraction can lead them to start looking at other options. They may start thinking, “Maybe, there’s a better deal out there.” 

Or worse, they jump on an impulse buy after seeing something on their feed. 🙂

That’s exactly why the first 1–3 hours after someone abandons is the sweet spot. Here’s what you can do:

✅ Get permission to communicate first

Unless they’re logged in on your app or store, you can’t really tell who’s new and who’s not. So float a quick “Save for later” exit intent. Grab the email first. 

Check if you already have it in your list (and if you have a cell mapped to the email). 

If you don’t, offer an extra discount or $X OFF for SMS signup (only if the email is already in your list).

✅ Nudge on SMS within the first hour

If you have their number mapped to emails (with due consent), it means they do, in fact, wanna hear from you. So, send off an SMS instead of an email in the first hour itself. 

Say something like “Lock in your Black Friday Deal for later? Or, checkout now with free shipping.” 

As for shoppers who entered their digits during abandonment, make sure they receive the discount code within 1 to 2 minutes of the signup (do include a countdown timer for redeeming that extra deal).

✅ Turn your transactional emails to act as cart reminders during Black Friday

The idea: use your “save for later” exit intent form to trigger custom emails based on a subscriber’s status. 

For example, if a shopper who is already signed up to your email list fills the form, they immediately receive a “your cart’s saved email and deal will expire in XX: XX: XX.” 

Meanwhile, new subscribers get a message within the pop-up to confirm their opt-in status. Once they confirm the double opt-in, they receive the same message (ensuring high deliverability).

✅ Test subject lines in your BFCM cart recovery emails

Try lighter nudges like “Forget something?” against value-driven hooks like “Your gear’s still in stock. Grab it while you can.”

Also read: The Most Creative Black Friday Campaigns - in eCommerce

2. Optimize SMS & push notifications for email subscribers

How many emails did you receive last Black Friday? Enough, right? 

So, yeah, your BFCM cart abandoners ain’t checking their emails. At least during Black Friday. 

But an SMS or push notification? That actually lands because they’re already glued to the screen. Also, here’s the thing: these people are already on your list. That’s gold. 

So, don’t treat SMS/push like just another channel, make those notifications give 'em the perks of being a subscriber.

Here’s what you can do to retarget carts effectively during Black Friday:

✅ Ask for their consent ahead of time

Make this part of your BFCM prep. All you have to do: shoot off an email to your list (filter out people who’ve already signed up for notifications) about not missing Black Friday deals. 

Ideally, this should send out at max by November 11 (before Singles Day). 

✅ Double down on rewards

Like free extras, little nudges, and surprise upgrades. For example, you can call out the subscriber privilege, like:

• “Email subscribers get 2x points if you checkout via this link today”
• “We’ve added a free [sample/gift wrap] to your cart — exclusive for subscribers”
• “Still want your [Product]? Subscribers get free express shipping today only — checkout now”

✅ Push gently while keeping time in mind

The idea is not to trigger sends at times when people rest. For example, if someone abandons their cart at 2 in the morning on Black Friday, there’s no point in reminding them till they are wide awake (like at least 7 AM). 

Base it on previous engagement data – three popular slots (commute slots: 7–9 AM, lunch scroll: 12–2 PM, evening couch time: 6–9 PM).

Also read: How to Effectively Integrate Email and SMS Marketing in eCommerce

3. Send retargeting messages during peak engagement hours 

We’ve seen one too many brands send their BFCM promotions to their whole list in one go. 

As a result, a good number of subscribers get access to Black Friday while they’re still digging into Thanksgiving dinner. 

It only gets worse for cart recovery retargeting during BFCM. 

If you don’t consider peak engagement hours, a shopper may see your cart reminder while they’re doomscrolling after dinner… or worse, see it at 3 AM, half-asleep. By the time they wake up? It’s buried.

Think about your own Black Friday habits. You’re not buying stuff at 10 AM when you’re buried in work. You’re probably scrolling late afternoon. 

It’s only when you get home, nabbing on Thanksgiving leftovers, that you pick up where you left off. 

Here’s when you should send retargeting messages during Black Friday:

✅ Bucket send by time zone

The idea here is to pick up the time zone from a shopper’s device when they abandoned the cart, and use it to trigger sends. 

✅ Use device history to optimize send times 

Most shoppers might not pull out their laptop in the evening, just to buy something (unless they're buying many things in one go or something really valuable).

So, it's best to check what device a shopper opens their emails from most frequently and at what time. Use that data to optimize your send time for your retargeting. 

Also read: Brilliant eCommerce Retargeting (and Remarketing) Examples

4. Create more aggressive urgency for high value carts

The bigger the cart, the longer people hesitate. A $30 T-shirt? Quick decision. 

A $600 electronics bundle? They’ll sit on it, compare, and second-guess.

That pause is where you lose them. 

Here's how you recover high-value carts during BFCM:

✅ Make some promises

High-value carts can either be gifts for themselves or for someone else. But since the holidays are just around the corner, delivery timelines help.

For example, your first cart recovery message can promise free standard delivery in time for the holidays.‍

✅ Spell out what they’ll miss

Remind them it’s nearly theirs. That you’re holding onto limited stock – and if it sells out, you can’t help ‘em much. 

✅ Automatically add a timer on signs of disengagement

This timer need not be about the deal expiring, but rather about what’s on offer besides the discount. The goal here is to offer exclusivity.

For example, if we take the $600 soundbar bundle, you can offer these for an extremely limited time:

• Installment payment plan with low interest
• Free express shipping with 2-day delivery
• Complimentary extended warranty (you don’t immediately hit margins)

Also read: 40 Abandoned Cart Email Examples That Actually Win Back Lost Customers

5. Use multiple retargeting channels, but in a staggered way

Last Black Friday, we abandoned a cart at a mid-size apparel brand.

Within 30 minutes, we had received:

an email,

two push notifications,

and three Instagram ads

Now imagine how your shoppers would feel. While there is a certain aspect of speed involved, cart recovery during BFCM is all about reaching all these channels (but at the right pace).

Here’s how you should pace out cart abandonment recovery during BFCM across multiple channels:

✅ Start with the SMS and email on Black Friday and switch to ads on Small Business Saturday

Split the retargeting ad based on your engagement with your initial email/SMS. For example, if shoppers:

• Engaged but didn’t convert: “We’ve reserved your stock, here’s early access to Cyber Monday deals”
• Engaged and converted: Send more recommendations based on complementary products, say something like “grab more while you still can”
• Did not engage: Simple reminder instead of a hard sell. You can show more product angles and some reviews

✅ Use on-site retargeting once they land back

A custom landing page may seem like a great idea, but these are cart abandoners, not browse abandoners. If you aren’t leading to checkout, remind them to pick up where they left off. Here’s how Everlast does it:

6. Offer additional abandonment incentives only to high spenders

Last year, while auditing an eCommerce store’s BFCM strategy, we found that they were handing out an additional 10% discount to every single abandoned cart. 

Guess what? Repeat customers started gaming the system. They added to cart, abandoned it, and waited for the coupon.

Even then, it didn’t solve their conversion rate, and it actually ended up impacting their CLTV. 

This is exactly why you should only save incentives for carts that will have proven ROI or ROAS. Here’s what we mean:

✅ Incentivize to buy more

This is THE time of the year when you can give more to receive more. For example, a “buy 3, save an extra $50” can not only help you offer an additional discount but also make the discount worth it, cause AOV. 

You can also throw in additional perks like free samples, surprise offers after purchase (you get the drift).

✅ Nudge 'em to subscribe

If you have a refillable product or something that’s not a one-time purchase, you can essentially ensure high spenders keep spending. 

The idea: say something like “keep getting Black Friday benefits on repeat for x months.”‍

✅ Give them a head start on loyalty points

Giving people a “head start” motivates them to finish. So, you can offer different incentives by level of spend (because you know they will stick around, and your goal is to keep them spending).

For example, you can offer incentives like: 

• You’re $50 away from a VIP bonus gift, only during Black Friday
• You’re one purchase away from getting Gold Tier – 200 points remaining

7. Feature educational retargeting for low urgency products

Last Black Friday, while auditing one eCommerce store, we added a $200 health tracker to the cart. It wasn’t a $20 impulse buy. Any shopper would need time to think.

Within an hour, the brand retargeted with an email showing a countdown timer: “Buy now or lose it forever.” 

Yet, two days later, another brand selling a similar product retargeted us on Instagram with a UGC video. 

What the video said, “I thought this was another bogus health tracker — do I really need this? But here’s how it changed my routine after 30 days.”

The thing is: it made us stop. And above all, the brand was offering extended Cyber Monday deals even after Cyber Monday.

Here’s how you retarget cart abandoners for low-urgency products during BFCM:

✅ Give space while keeping a clear deadline

Say something like, “This deal runs till Cyber Monday” (or even a couple of days after). That gives them room to breathe while still holding a deadline.

✅ Fill that trust gap with content that builds confidence

The goal: negate buyer’s remorse in the decision stage. 

Your retargeting messages can contain snippets of review quotes (with links to videos), before and after transformations (the idea is to show the future of using the product), comparison guides, or actual FAQ questions, like:

• “Which lens will work best for your setup” (you can either lead to quizzes or show various setups)
• “Why photographers switch to this lens” or “Is it sturdy? Does it fit in small spaces?” (include some reviews that start with doubt, but end in satisfaction)

Also read: Preventing Buyer's Remorse: How eComm Stores Can Curb Post-Purchase Anxiety

8. Design emails with dynamic & “real” countdown timers

Think about this: ever been at a restaurant where the waiter says, “Your table will be ready in 10 minutes.”

Then, 20 minutes go by, and you’re still standing there?

Either that would have made you grab a quick sammie at Arby’s, or you would have started looking at other nearby restaurants.

The same thing happens when you send emails that don’t contain real deadlines, during Black Friday. Your last chance becomes a last last last chance, long after Cyber Monday has gone by. 

Here’s what you can do to ensure your cart recovery emails during BFCM have the right design:

✅ Show rigid deadlines

Sure, you can create a last chance for getting the sitewide Black Friday discount, 3 days after Cyber Monday. But it has to be real, shoppers shouldn’t get another email that says “We extended it for another day” (even if you actually do)

Also, you can definitely close the timer on actual time-sensitive aspects. For example:

• Stock levels
• The last day to order for standard shipping delivery by Christmas
• Micro upgrades like free gift wrapping, extra discount coupon codes, loyalty points, etc.

✅ Test the placement of the timer (ahead of time)

Like, do you show timers from the first cart recovery retargeting? Or do you include only in follow-ups?

Also, some brands see better results when the timer sits right under the “Complete Order” button instead of a big banner at the top. Because to some shoppers, a countdown timer at the get-go might feel fake.

9. Test micro-incentives across customer segments

What if you were an in-store staff member during Black Friday?

You notice one person just needs a little push. Maybe home delivery does the trick. 

Another? They may be waiting to redeem an old coupon, like an extra 5% off. 

And then there’s the rewards club shopper. Wants the express queue at checkout. Free gift wrapping. The whole shindig. One thing feels off; they walk.

These tiny nudges close the sale.

Same story online. And during Black Friday, when shoppers are half-distracted or suspicious of “clearance junk,” the right micro-incentive at the right time can save the cart.

While it may be a bit difficult to run extensive personalization at scale during Black Friday (we can help you with an audit on this), your cart recovery process during BFCM can definitely go the extra mile (which is also something we can help with) 🙂

Here’s what you can do to test micro-incentives for your cart recovery retargeting during Black Friday:

✅ First-time buyer? Offer free shipping instead of an additional discount

Why? It doesn’t show you as a ‘try-hard’ trying to clear inventory at any cost. Instead, it feels like an unlockable perk for a new shopper.

✅ Loyal customer? Offer early access or bonuses vs. directly discounting more

Why? They’re already in. Give them exclusivity: early access to limited drops coming in December at Black Friday prices – or a bonus on their loyalty points. 

✅ Test different incentives across product categories

A product demo video can help convert some electronics shoppers, but not like an extended warranty does. However, for fashion items, returns with a slashed restocking fee do help. 

For home decor, it’s all about the installation and doorstep delivery (plus you can nudge on what opportunity they stand to miss, like “Transform your space before hosting season”).

10. Reinforce brand-level trust in final reminders

Picture this: you’re about to book a hotel for New Year’s. You’ve compared prices, scrolled reviews, and even checked Google Street View to make sure it’s actually real.

Then you hover over “Book Now” and suddenly wonder – “will they even honor my reservation? It’s New Year's after all.”

This pause is what starts abandonment in the first place. During Black Friday, shoppers are already thinking:

• Is this brand actually real? 
• Will they even deliver? 
• Can I return it if something goes wrong?

This is why your job here is to just reassure and reestablish trust in the final message. Because you’ve already made the offer. Now, it’s time for the final nudge.

Here’s what we mean:

✅ Add trust markers

Humanize it: add a real face or founder note in the reminder. Send an email during Small Business Saturday, showing a note from the founder, gifs showing your busy warehouse, anything that instills trust. 

You can even add the no. of years in business, reviews, certifications, certificates, serial numbers, or authenticity badges, or even press mentions.

✅ Remind them about guarantees

Easy returns, free exchanges, money-back promises. Say something like “If you find it cheaper before Cyber Monday, we'll match it + 10% off." 

✅ Feature options to seek support

Maybe a toll-free number or a big visible button to initiate a live chat in under a minute. Like a concierge service.

✅ Show what happens when they place the order

Talk about what they are missing out on. How will their order be packed? How will they feel when they receive the order? 

You can pair your copy with UGC content from your shoppers + some real delivery timelines. The goal: trigger FOMO and loss aversion in every way possible, with real proof.

11. Layer your retargeting ads with social proof

Last Black Friday, we kept seeing a retargeting ad for a $120 weighted blanket. The ad showed the product, the discount, the timer — but nothing else.

Then we saw a competitor’s ad for the same thing. Same price. Same urgency. But under the product shot, they had one simple review:

“Best sleep I’ve had in years. Wish I’d bought it sooner.” — Sarah, NY

That one line changed everything. 

Here’s the lesson here: during BFCM, shoppers don’t just need another ad in their feed.

They’re already bombarded with ads and emails. What can make your ad stand out is proof that others have already bought and loved what you’re selling.

Here’s how to do it right:

✅ Showcase UGC

Make people using the product the main asset for your retargeting ads. Use an unboxing/usage clip as the main visual. The idea here is to show the unglamorous side. Maybe a side of humor, or unexpected uses. 

You can tie in creators who’re already popular in your industry or have an audience that feels similar to yours. 

✅ Highlight real numbers 

Like “Over 2,000 orders placed today.”  “Only 5 left—sold out twice last year.” You can also show a snippet from a PR piece. Remember, the retargeting ad doesn’t have to be from your own channel. 

Here’s a great example from Buzzfeed showing inspiration, in collab with Wayfair:

✅ Drop review snippets

One-liners like “Worth every penny” inside your carousel ads. Show short customer quotes that address the exact hesitation (“Worth the money,” “Runs true to size,” “Shipping was fast”).

Also read: 26 Secrets to Running Successful Facebook Ads (For eCommerce Stores)

12. Feature one-click checkout for mobile abandoners

Last Black Friday, we tried buying a pair of sneakers on a phone. Three screens in, we had to retype the shipping address — twice. 

Anyways, about an hour later, we got a WhatsApp message. 

The CTA wasn’t “Shop Now.” It was: “Buy with one tap.” They dropped us straight back into the checkout page with info pre-filled. 

Needless to say, it was helpful. 

But this is also exactly why so many mobile shoppers abandon carts during Black Friday. They leave because checkout on a 5-inch screen feels like work.

Here’s how to fix it:

✅ Pre-fill details wherever possible

If you’re retargeting, don’t make them sign in again. Prefill coupon codes, email, phone, shipping address, and any loyalty ID. Even partial prefill is better than none.

✅ Simplify the form

Ask for only what you need. You don’t want them to start thinking. This means: no second address line, no extra add-ons, no upgrades (unless you’ve a segment to target). 

Above all, hide the “add billing address option” under a checkbox (billing address is the same as shipping address).

✅ Keep the CTA stupid simple

Offer clear CTA paths like Wallet CTA (“Buy with Apple Pay”) and a normal  CTA (“ Tap to complete your order”).

Also read: The Silent Revenue Killer: How to Detect a Weak Checkout Process

13. Leverage micro-targeting for different behavioral segments

Most eCommerce brands segment shoppers by cart value or when they abandon the cart. 

However, during Black Friday, you can take it a step further. 

Here’s what we mean:‍

✅ Use the right signals to build segments during Black Friday

• Number of past orders/lifetime spend (0 / 1–3 / 4+)
• Channel of origin (email, IG, paid, organic)
• Last email open (0–7, 8–30, 30+)
• Which pages were viewed (reviews, returns page, shipping FAQ)
• Engagement after abandonment (clicked ad, opened email, viewed PDP again, checked socials)
• Products bought during the last Black Friday and Holidays (gift buyers vs personal shoppers vs business buyers)
• When do they usually buy (before or after payday)

✅ Pair the right targeting with the right sequence

For example:

• Browsed reviews/returns page → Remove doubt. Email with proof + guarantee: “1,200+ 5⭐ reviews. Free returns till Jan 15. Ready to finish?”
• Clicked ad but didn’t check out → Show proof. Like a UGCC carousel ad. “I thought this was another gimmick… now it’s part of my daily routine.”
• Last BFCM, they bought gifts → Lean into gifting. “Order by Dec 20 for guaranteed Christmas delivery + free gift wrap.”

14. Feature relevant recommendations for low stock products

Ever walked into a store for one item, only to find it sold out—and then the salesperson says, “Most people who wanted that picked this instead.” Suddenly, you’ve got an option you didn’t even consider.

That’s how retargeting should work when products run low during Black Friday. If a shopper’s abandoned item is about to sell out, don’t just say “hurry.”

Show them alternatives they can actually buy.

This way, it feels less like a sales push, more like a heads-up.

Here’s how to pull it off:

✅ Keep the tone helpful

Suggest close matches. But, frame it as guidance: “Your size/color/product is selling 3x faster than expected. Here are similar items/variants that you may dig.” 

This works better than urgency ever will, because it may compel shoppers to check the low stock product (be sure to include a link to the original product on low stock as well, and ensure there’s a low stock alert on site as well).

✅ Offer fallback options

Like "Back in stock December 15th - reserve yours now at Black Friday price” 

Or, gift card alternatives: "Item sold out? Give them a gift card for this exact amount + 20% bonus."

15. Optimize exit intent offers based on point of abandonment

Picture a shopper leaving a store mid-checkout. 

If they’re hesitating at the shipping counter, the smart move isn’t to shout “10% off!” 

It’s to say, “We’ll cover delivery if that helps.”

Online, it’s no different. Exit intent only works if the offer matches the reason they’re walking away.

Here’s how to make it work:

✅ Dropped at shipping? Offer free or faster delivery or pick up in store options (geolocation helps here)

✅ Stuck at payment? Highlight secure checkout or “pay later” options

✅ Bounced after browsing multiple items? Serve a ‘try it and if you don’t like it, return it by 1/12”

✅ High-value abandoners? Offer concierge services like “Want a quick call? We can hold this for 2 hrs and walk you through financing.”

✅ Shallow scrollers get a review quote with quick benefits and save this item for me CTA

✅ Deep scrollers (people who read specs, reviews, and more): Get an explainer video + “need help picking” nudge

Also read: Cart Abandonment Pop-Up: 19 Amazing Examples (That Actually Work)

PEOPLE ALSO ASK

1. How is retargeting abandoned carts during BFCM different from any other time?

Simple: for the rest of the year, you can actually send a cart recovery sequence, and know that it won’t go completely ignored. 

Meanwhile, during the BFCM weekend, that goes out the window. Shoppers are already getting deals left and right. On emails, ads, and social media feeds. So, your cart recovery retargeting during BFCM just has to be faster, and definitely not start with email.

Here are some things that change:

Timing: 

• Rest of the year: 3 to 4 emails (and SMS reminders) spaced across 3 days.
• During BFCM: SMS/push notification sent out in the first hour. Then a mix of push notifications, retargeting ads, and emails sent till Cyber Monday (based on engagement)

Messaging: 

• Rest of the year: “You forgot something” – “Come back to your cart - it misses ya”
• During BFCM: “We’ve reserved the stock - grab it while it’s in stock”

Conversion Triggers:

• Rest of the year: “10% additional discount”
• During BFCM: Rotate incentives based on audience segment/behavioral triggers – like: “Free returns till January” / “Free delivery in time for Christmas” / “A deal you won’t get again: Our bestselling item at XX% OFF”

2. How to measure if your cart retargeting is working during BFCM?

Measure how many carts come back. That’s it. However, you also need to look at:

Recovered Revenue

How much dollar value did you recover? Then compare which incentives drove that revenue. Did an “additional 10% off” just dig into margins, or did “free returns till Jan” close the deal without a huge spike in returns? 

Lift in Returns / Orders with Free Shipping

Did recovered carts stick, or did you just pile on overhead costs? This data will help you fine-tune your next BFCM’s cart recovery incentives. For example, if shoppers buy three sizes and return two, you’ve got data to justify tightening your size guide or adding a restocking fee. 

If free shipping drove volume but shrank margins, you can set smarter thresholds next time.

Channel Split

Don’t just ask “who clicked.” Ask which channel delivered profitable orders. Maybe SMS brought fewer carts but higher AOV, while ads ate into spend without a profitable ROAS. That’s where you cut or double down next year.

Opt-Outs

Rising unsubscribes or SMS opt-outs are signals of fatigue. Use this to adjust pacing and frequency in your next BFCM flow so you push just hard enough.

3. How often should you retarget cart abandoners during BFCM?

Short version: maximum three touchpoints within 24–48 hours is good for cart recovery during BFCM. Anything more will cost you subscribers and actual revenue that might’ve been recovered. 

Ideally, you should:

• Start with an SMS/push notification (nudge based on cart value) within 1 to 3 hours
• Send an email later on the same day, within 6 hours of abandonment (only if engaged with the SMS or saved cart on-site)
• Retarget over an ad the next day (social proof or relevant offer based on cart size/products in cart)

Send more only when: high AOV carts or users engage with messages (check cart or try coupon codes).

Pro Tip: Run a quick experiment during Singles Day or your Halloween sale – randomize customers into SMS first vs email first groups and measure recovered revenue per recipient and opt-out rate. Use the group that recovers more dollars per sent message (not per click). You can also test the no. of follow-ups and prime your BFCM cart recovery tactics.

Keep reading:

How to use AI this BFCM to get more eCommerce sales

How Many Emails To Include In An Abandoned Cart Workflow?

34 Black Friday Marketing Ideas For 2025 (eCommerce)

38 Slightly Different Black Friday Emails (that actually get attention)