When anyone thinks about BFCM, discounts are usually the first thing that comes to mind. But a lower price isn't the only reason someone decides to buy. Free shipping, easier returns, exclusive access, flexible payment options, bundles, and charitable initiatives can all make an offer more appealing without relying on a deeper markdown.
The brands that perform best in 2026 will be the ones that look beyond a simple percentage-off strategy and find the right mix of incentives for their customers.
Every Black Friday, brands face the same temptation: offer a bigger discount than last year to stay competitive. But those extra percentage points add up quickly, and it's easy to chip away at your margins without seeing much in return. The brands that come out of BFCM strongest aren't always the ones with the lowest prices, they're the ones that gave shoppers a compelling reason to buy.
The word value is used almost interchangeably with reduced price in retail marketing. It's an easy shorthand, but it's not accurate. Value is what a customer gets relative to what they pay, and the price is only one part of that equation.
Some brands compete almost entirely on deep discounts. Plenty of others build just as much (or more) revenue by offering value in ways that don't touch the price tag at all. Before you lock in your BFCM 2026 promotional calendar, it's worth knowing your brand identity and your margin floor. A strategy borrowed from a discount-first competitor won't necessarily work for a brand built on quality, service, or exclusivity.
If you want to give customers a reason to buy from you without cutting deeper into profit than you need to, here are the levers worth pulling instead of, or alongside, your discount.
Why This Matters More in 2026
Black Friday and Cyber Monday stopped being a single weekend event years ago. Early-bird deals now start in early November, “influenced revenue” typically begins climbing about two weeks before Black Friday, and Cyber Week promotions run through the following week. Shoppers have more time to comparison-shop, and they're using it. Only a third of shoppers have decided on the exact brand or product they intend to buy by the time year-end sales events start(opens in new tab). Consumers are also increasingly using generative AI tools to compare products and hunt for deals before deciding where to buy.
Discount discipline is becoming a differentiator as well. Canadian online discount rates climbed to 28% by the second week of November 2025, just one point below what Salesforce had projected for Black Friday itself(opens in new tab). Brands that led with early access and smart, product-level pricing outperformed those that simply ran the deepest blanket sale. In a season where everyone has a deal, the deal alone isn't what wins the sale anymore.
There's also a newer factor shaping how customers find you in the first place: AI-powered shopping. Shoppers are increasingly asking tools like ChatGPT, Perplexity, and Google's AI Overviews for the best deals in a category, which means your BFCM value proposition needs to be clear enough, in plain language, on your site, for an answer engine to summarize it accurately, not just for a human to skim it.
1. Lead With Value, Not Just Price
Black Friday shoppers are obviously looking for a deal, but price isn’t always the final deciding factor. When a customer understands what they’re getting for their money, brands don’t have to rely as heavily on a deep discount to drive sales.
A shopper comparing two pots-and-pans sets might see:
- Set A: A trusted brand known for restaurant-quality construction, backed by a lifetime guarantee, with an easy return process and dishwasher-safe pieces. $400.
- Set B: A lesser-known brand with lower-quality materials, discounted to $99.
For some customers, the lower price tag will be the deciding factor. For other value-driven shoppers, the added confidence that comes with quality, durability, and better service will justify the higher price tag. The key is making that value clear before customers reach the checkout page.
Before launching your BFCM promotions, take the time to define what actually sets your brand apart:
- Do you offer a warranty or guarantee competitors don't?
- Are your materials, sourcing, or manufacturing processes meaningfully different?
- Is there a level of craftsmanship or expertise customers are paying for?
Those benefits should be consistent throughout your campaign, from product pages and ads to landing pages and social content. Avoid broad claims like "premium quality" unless you can explain exactly what that means. Specific details are far more convincing than generic promises.
2. Reward Loyalty With Early Access
The largest shift in BFCM strategies over the last two years isn't a new discount tactic; it's the timing. Instead of running a single flat discount for every shopper at once, the strongest-performing brands in 2025 used a tiered model. The best offer goes to VIP subscribers and loyal customers first, with the general public seeing a smaller (or later) version of the deal as the week goes on.
Early access doesn't require a bigger discount; it simply rewards customers with a better shopping experience. Your most engaged customers can get the first pick of inventory, an advanced email, or access before the offer is available to the public. For loyal customers, that exclusivity can be a strong incentive to buy while allowing you to protect your margins.
One caution: never let your discount get deeper as BFCM goes on. If your VIP list gets 15% off early and the general public gets 25% off on Cyber Monday, you've just taught your best customers to wait for the public sale next year instead of rewarding them for showing up first. The descending model only works if early access is treated as the reward, not the consolation prize.
3. Offer Free Shipping (or a Threshold That Feels Like It)
Unexpected shipping costs remain one of the biggest reasons online shoppers abandon their carts. A study found that 77% of shoppers say they've abandoned a cart specifically because a retailer didn't offer free shipping, and 80% say shipping cost is a major influence on whether they buy(opens in new tab)
A free-shipping threshold is effective because it removes the moment of sticker shock before it happens, while simultaneously nudging customers toward a larger basket.
A few things worth building into your BFCM setup:
- Show the threshold early on the product page, not just at checkout. Shoppers who see shipping costs (or the path to free shipping) before they reach checkout are far less likely to abandon their cart.
- Show it dynamically, if your platform supports it. Having a “you're $12 away from free shipping” prompt in the cart turns the threshold into an active target instead of a static line of copy.
- Say it prominently. “Free shipping” functions as a headline claim, not a footnote. Bury it in a promo bar, and banner blindness will eat its impact.
The same threshold logic doesn't have to be limited to only shipping. “Spend $75, get a free gift” uses the exact same mechanic as “spend $75, get free shipping”; it just swaps the reward. A free gift with purchase can feel more generous than an equivalent discount, because it reads as something extra rather than something off, and it's a genuinely useful lever for moving last season's stock or excess sample inventory that's otherwise just sitting in a warehouse.
4. Make Returns & Guarantees Part of the Pitch
There is always some uncertainty involved in online shopping. You can’t try on a product for fit, you can’t feel the materials, and you don’t know exactly what you’re receiving until it arrives. A clearly explained generous return window improves confidence and can help a shopper decide to make the purchase.
A study by Canada Post found that 44% of shoppers say they'll choose one retailer over another based on flexible return options, and 56% say they'll abandon a cart if those options aren't available.
Even after a successful purchase, a frustrating return experience can influence whether a customer comes back.
Free return shipping goes one step further: it signals that you're confident enough in the product to absorb the risk yourself. This is often the reassurance a hesitant BFCM shopper needs to click “buy” instead of adding to a mental list to “think about it.”
A satisfaction guarantee or extended warranty works the same way for higher-consideration purchases. It's not a discount, but it directly lowers the customer's perceived risk, which is often what's actually standing between them and a purchase.
5. Offer Buy Now, Pay Later
BNPL has moved well past early-adopter territory. The most common purchases made with BNPL are furniture and appliances, followed closely by electronics and clothing(opens in new tab).Higher-ticket categories are where a customer deciding between two similarly priced options is most likely to be swayed by the ability to split a purchase into a few interest-free installments.
Buy Now, Pay Later has become a normal part of the checkout experience for many shoppers. While it can help with larger purchases, it's just as common on smaller orders, particularly with younger customers who expect the option to be there. If you haven't added Buy Now, Pay Later yet, Black Friday is a smart time to test it. Unlike a sitewide sale, the cost is limited to a processing fee, while customers get the flexibility of paying over time.
6. Run a BOGO
Which sounds better? 25% off or BOGO 50%
While a Buy One, Get One (BOGO) offer involves a discount, it doesn’t have the same impact on your margins as a sitewide markdown or straight discount does. BOGOs generally offer a percentage off the second item, encouraging larger baskets rather than reducing every product.
Customers feel like they’re getting a better deal, while the average discount across the order stays
relatively low.
7. Bundle for the Holidays
Bundling complementary products at a set price is one of the most naturally seasonal levers on this list. Black Friday falls right at the start of the gift-buying season, and a ready-made bundle solves a real problem for shoppers who don't want to handpick three separate items for a gift.
Pair a cleanser, moisturizer, and serum into a “holiday skincare set,” or a mug, a bag of coffee, and a box of biscotti into a “cozy morning bundle.” Here, you're not just discounting, you're doing the gift-picking work for someone who's short on time. The customer perceives more value than the sum of the parts; your average order value climbs, and you don't need to discount any single item as deeply as you would if you were selling it alone.
If you're still thinking about BFCM purely in terms of “how deep can I discount,” it's worth stepping back. Value goes well beyond the price tag, free shipping, flexible returns, payment options, thoughtful bundles, and a cause your customers believe in can all do work that a markdown alone can't. Take a fresh look at your BFCM 2026 strategy and see where these levers fit. If you need a hand putting it together, take a look at our services or reach out to us directly. We'd love to work together.
FAQs
Do customers actually respond to non-discount value adds during BFCM?
While a discount may get someone’s attention, the final purchase decision comes down to removing friction in the buying process. Free shipping, clear return policies, and flexible payment options can all help turn a hesitant shopper into a buyer.
What's the biggest reason shoppers abandon a cart during BFCM?
Unexpected costs that are revealed at checkout, primarily shipping fees, taxes, and handling charges. Showing full costs earlier in the shopping journey, such as on the product or cart page, rather than at the final checkout step, is one of the most reliable ways to reduce abandonment.
Is Buy Now, Pay Later worth offering for a BFCM sale?
Buy Now, Pay Later is effective, especially on higher-priced items. It gives a reason to say yes to your brand over a competitor, without you needing to lower the price. It is increasingly expected as a checkout option rather than a novelty.
Should I run a discount at all?
Discounts still matter, and most customers expect to see one during BFCM. The point isn't to abandon discounting, it's to pair a smart, sustainable discount with other value levers so you're not relying on price cuts alone to win the sale.
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