Black Friday x Cyber Monday Marketing: Key Findings
Somethin’s a brewin’.
Email marketers are gearing up for the first true AI-assisted Black Friday-Cyber Monday (BFCM) shopping season.
More than half of Gen Z shoppers plan to use AI assistants for holiday deals, according to UserTesting, while Adobe Analytics predicts AI-driven traffic to retail sites will surge 520% this year.
To keep pace, retailers are updating their tools, adding automation, improving segmentation, and cataloging integration to meet the demands of inboxes crowded with holiday offers and AI-guided consumers.
Meanwhile, analysts expect AI recommendations alone could drive $51 billion in U.S. online sales this season, underscoring just how important smart marketing platforms are becoming.
Omnisend, a purpose-built platform for eCommerce email marketing, released its latest Feature Drop as part of this shift to help retailers reach more customers with timely, personalized messages during the busiest shopping season of the year.
Editor's Note: This is a sponsored article created in partnership with Omnisend.
This holiday season, retailers need tools that work as shoppers navigate crowded inboxes and move faster than ever.
This Feature Drop gives marketers tools built for the busiest shopping season.
Personalized product recommendations and conditional content blocks make messages feel relevant, while updates to SMS and push notifications keep brands visible wherever shoppers are. AI-driven workflows help teams act on real behavior instead of guessing.
Integrations like Triple Whale Moby and automated recommendations for forms and automations will be coming soon.
Why this matters: Product recommendations and conditional content help brands stand out when every click counts.
AI-driven workflows and audience insights help marketers respond to real behavior instead of guessing, giving them a big advantage during peak traffic.
And the timing matters.
BFCM is almost here, inboxes are packed, and shoppers are leaning on a digital concierge for recommendations. Every small edge counts.
No one wakes up thinking, ‘Can’t wait to migrate my entire email platform before BFCM.’ But this time, the solution shows up with the moving truck and expert support, making it possible to settle in and optimize workflows before the busiest season hits.
Omnisend’s Feature Drop is built for this with:
- Personalized product recommendations
- Conditional content blocks
- Branded SMS to make every message feel relevant
In addition, push notifications and shortcodes ensure the brand stays visible no matter where customers interact. And, workflows guided by real consumer behavior and audience insights let marketers act on what’s actually happening instead of guessing.
Now, the old “buy now” approach won’t get noticed. Campaigns should feel useful, hit the right moment, and reflect how customers actually behave.
The key is to reach the right person at the right time and use real data strategies to guide decisions.
Small edges in personalization and timing can deliver bigger returns than discounts alone, helping brands stand out and win during the season, redefining BFCM along the way.
For retailers thinking of switching ESPs before the holidays, Omnisend’s ‘migration without the meltdown’ promise ensures campaigns run smoothly, with a 30% discount for the first three months using code BFCM-2025, valid through December 1st.
“Every Black Friday season pushes the limits of how brands connect with customers. But this year, AI, automation, and smarter segmentation have completely changed what’s possible,” said Rytis Lauris, Co-Founder and CEO of Omnisend.
“The brands redefining BFCM aren’t the ones offering the biggest discounts; they’re the ones delivering real value through context, timing, and personalization. It’s not just about conversion anymore; it’s about creating a consistent experience customers actually want to return to.”
Think of it as a moving crew rather than a manual. Every setup comes with real people who help brands settle in, optimize workflows, and keep campaigns running smoothly after launch.
Redefining What BFCM Success Looks Like
This approach to BFCM reflects where retail marketing is heading: flexibility, data-backed personalization, and frictionless migration.
Switching platforms before BFCM doesn’t have to be chaotic.
Guided migration and expert support let teams set up campaigns quickly and make the most of the new features without downtime. Migration now can become the key to unlocking the full value of these updates right when it matters most.
Ready to rethink your BFCM strategy?
This Feature Drop from Omnisend is more than an update. It marks a turning point in how retailers connect with customers through quicker decisions, cleaner data, and personalization that feels real.
When inboxes are packed, the brands that stand out will be the ones using automation without losing their human touch. Marketers who combine personalization with precision now won’t just survive the season.
Rather, they’ll define what smarter, customer-led commerce looks like in 2026.
