With Black Friday and Cyber Monday (BFCM) approaching, brands need to get ahead by delivering personalized mobile experiences that cater to their most valuable customers. 

High-value customers—those who spend significantly more and are loyal repeat buyers—can make or break your holiday season results. And this year, shoppers are more mobile-focused than ever. 

So the question is: how can you capture their attention and maximize their value during the busiest shopping period of the year?

Let’s dive into the essential mobile campaigns you need to implement to leverage personalization, boost customer engagement, and drive sales from your high-value shoppers this holiday season.

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Why mobile personalization is critical today

Mobile personalization is more than just a buzzword—it's the key to delivering an exceptional shopping experience. Why? Because the majority of shoppers are using their phones for holiday purchases, and mobile is often one of the trickiest channels to optimize. 

Today, nearly 9 in 10 respondents of our BFCM Consumer Report have downloaded a mobile shopping app from their favorite brand. With mobile now dominating the customer experience, it’s time to capitalize on it.

Despite its challenges, it offers incredible potential to deliver an authentic, seamless experience that delights customers.

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Identifying your high-value customers

First, what is a high-value customer? A high-value customer is a client or account which makes a significant impact on a company's bottom line. 

These customers drive the most revenue, have the highest lifetime value, and are typically the most loyal. Although they may represent a smaller portion of your customer base, their spending habits make them disproportionately valuable.

Why do they matter? 10% of a brand’s customers usually spend three times more than the average customer, making it crucial to identify and nurture this group. Retaining high-value customers is also far more cost-effective—it costs 16 times more to build a long-term relationship with a new customer than to keep an existing one. Focusing on retention efforts for this group boosts revenue while reducing acquisition costs.

Identifying high-value customers can often be tied to factors like age and income. And the data we discovered in our 2024 BFCM report might help you with targeting those high-value customers this year: 

Attitudes toward budgeting and spending vary between age groups, though 71% of shoppers anticipate spending between $100 and $500 during BFCM. Baby Boomers are most likely to set a more modest budget than Gen X and Millennial shoppers. One in five Gen X shoppers settled on a $201-300 budget, while Millennial shoppers had the greatest variance in budget ranges.

Here’s a specific breakdown of BFCM spending by income: 

• 36% of individuals earning $150K+ spent $800 or more last BFCM.
• 40% of those making $50K to $75K spent $300 to $500.
• 47% of individuals earning $100K to $150K spent $300 to $600.
• 50% of people making less than $50K spent $100 to $300.

What does this tell us? Even lower-income buyers are still willing to spend on BFCM, just at levels that correlate to their income.

In our 2024 BFCM report, Bar Bruhis, VP of revenue at Knocommerce shared:

“Using post-purchase surveys to understand which subset of buyers are purchasing gifts for others versus themselves [...] they can tailor marketing efforts to try to turn those gifters into more regular shoppers by sharing product benefits and exclusive offers.”

What if I told you you can take post-purchase surveys one step further to understand your most valuable customers?

You can set up surveys that target existing customers before BFCM to understand what messaging and targeting you should do when the holidays start. Ask questions like:

• When do you plan to start your holiday shopping? 
• On average, how much do you plan to spend on a gift per person?
• What would discourage you from buying from us this holiday season?
• What do you look for most when shopping for holiday gifts?
• Which channels do you use the most for holiday shopping inspiration?
• How likely are you to use buy now and pay later?

The responses will tell you when to start promotions, which channels and products to prioritize, if their pricing and discount strategy are aligned, and try to get ahead of any hesitations or reasons why someone won’t buy from the brand. 

Take BrüMate, for example. During the survey phase, the brand learned that many of their one-time customers only return to purchase during BFCM. So, they also started strategizing ways to make the most of those one-time purchasers. 

This tells us that brands should focus a bit on those “lower-impact customers” if the economics show their purchases will be profitable. That’s where asking those pre-BFCM survey questions can really help.

And if these buyers will be profitable, then it makes sense to double down on those high-value customers even if they don’t seem “high-value” from a dashboard standpoint. But if they're not going to be profitable, it’s good to ask questions to understand why they’re not buying from you and where you can improve as a brand.

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Next, bridge the gap between POS and your mobile store

The convenience of online shopping is dominating the holiday season, with two out of every three shoppers opting for digital experiences over in-store visits. But that doesn’t mean the in-store experience is obsolete. 

On the contrary, many customers still crave the authentic brand experience they get in-store—so the challenge is translating that into your mobile strategy.

One effective solution? Offering a mobile app that doubles as a VIP experience. This app can give your loyal customers exclusive early access, app-only deals, and serve as a content hub to retain their attention. This seamless digital experience makes it easier for your high-value customers to stick with your brand, enhancing both retention and satisfaction.

Start by enabling customers to complete purchases online and pick up for free in-store. Buyers like this because it usually means they can get items sooner rather than waiting for shipping.

Mobile shopping apps are overwhelmingly the top choice for holiday shoppers in 2024, with 81% of shoppers planning to use them during BFCM, compared to 68% just last year. 

Generations vary on the reasons they download apps. 46.5% of Baby Boomers specifically enjoy getting VIP perks rather than managing subscriptions or having a unique shopping experience. On the other hand, Gen Z and Millennials prefer using apps because of the convenience and unique shopping experience.

Our point is that the mobile shopping experience is in for everyone. 

‍Pro-tip: Use an in-store QR code to bridge the gap between a fluid digital and in-store hybrid experience. Jewelry brand Gorjana does this by strategically placing signage with QR codes by the checkout. 

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Seven mobile campaigns guaranteed to grab the attention of your high-value customers

By enhancing the mobile experience, you can create deeper engagement with your high-value customers. Here are seven ways to do it:

1. Build up your subscriber list, specifically for push notifications

Push notifications are one of the most effective engagement channels for converting one-time shoppers into repeat, high-value customers. In fact, mobile push notifications are 127.2% more likely to drive a purchase than paid ads and 20.7% more effective than SMS.

Make sure you focus on building your push subscriber list during the holiday season. Offer incentives for signing up, just like you do with email or SMS, and use pushes to remind customers of upcoming promotions, create urgency before sales end, and drive post-promotion purchases.

The great thing about push marketing is that it’s easy to deploy, so you can react quickly to your customer’s behavior.

Some of the best practices for push notifications for BFCM include:

• Segmenting push notifications. Through Klaviyo integration, you can deliver push. Identify your customer segments and tailor your communication to suit each group's interests and behaviors. Then, leverage that behavioral data and their first-order AOV to make personalized product recommendations.
• Combine mobile with SMS and email. Achieve synergies by using various sales channels to reach customers depending on their journey.
• Be strategic with copy. For instance, “40% off” might be less intriguing than saying “Save $80,” even though it equals the same amount.
• Tap into micro-moments. These are moments of focused intent. So, when shoppers are ready, ensure your mobile ecommerce site is prepared to help them if they meet you in a micro-moment.

2. Be thoughtful about your mobile UX/UI

More people are shopping via mobile than ever before, with mobile traffic consistently outperforming desktop traffic during the holiday season. However, not all mobile experiences are optimized for shoppers—and that’s where many brands fall short.

One key consideration is button size for accessibility. Have you ever tried to click a link on a mobile site only to find it takes multiple tries to hit the right spot? You’re not alone. 32% of mobile sites have tappable elements that are too small, frustrating users and driving them to abandon the site. 

Worse, small buttons aren’t just annoying—they’re an accessibility issue. According to WCAG 2.1 AAA standards, tappable targets should be at least 44x44px to ensure users can easily navigate, especially on smaller screens.

Simplifying your navigation menu is another quick win. A few ways to do that? 

• Add a “sticky” navigation bar that stays fixed to the header, so shoppers can easily find what they need without endless scrolling.
• Organize your menu into clear categories (e.g., eyes, lips, cheeks for makeup brands), and include sections for bundles, promotions, and helpful resources.
• Keep it simple—no excessive iconography, just straightforward dropdowns.

Lastly, pay attention to your mobile site structure. Mobile users often have to work harder to find critical information due to endless scrolling and hidden pages. Focus on your engagement metrics to identify which pages need to be front and center, then design your site architecture accordingly.

Want to take it a step further? A custom mobile app can offer a richer, more immersive experience.

Tools like Custom Blocks allow brands to build custom app experiences with low-code features like HTML, CSS, and Javascript. During BFCM, you can easily implement popular features like:

• A free shipping progress bar.
• Shipping protection displays.
• How-to guides for product education.
• Countdown timers to create urgency around limited-time offers.

For example, ASRV used Custom Blocks to strategically create a branded countdown timer for the PDP and PLP. When the sale was about to launch, they promoted the app exclusives in email and push notification campaigns — one early access push saw a 30% open rate, $163k in sales, 3.7% CVR, and 691 orders.

Also, check out ‍Brown Sugar Babe, for instance. The skincare and aromatherapy brand started its sales with a new BFCM-themed app logo design. Brown Sugar Babe started strong with a boost of $73,000 in-app sales, which continued throughout the week with an impressive $275,000 in new app sales and achieving their most lucrative month yet. 

But it doesn’t end there. The Brown Sugar Babe team launched a campaign of targeted push notifications that catalyzed hype for the app exclusives. Their online presence was amplified through strategically placed website banners with Tapcart’s Capture Kit, driving more mobile app downloads for those without the app. 

They also included personalization via their "Build a Box" Custom Block, delivering an interactive shopping experience. Brown Sugar Babe also implemented a gift-with-purchase strategy to tie a ribbon around this app-exclusive strategy. 

3. Create a mobile landing page based on buying intent

During BFCM, many customers are shopping for gifts, and data shows that gift buyers often have a higher Average Order Value (AOV). This makes it essential to tailor your marketing efforts to target this segment effectively.

Steps to create intent-driven landing pages:

1. Segment your audience by intent: Launch ads targeted at people buying gifts for others versus those shopping for themselves. This will allow you to cater to their specific needs and intent.
2. Design landing pages that align with their journey: Use language that speaks directly to their purchase intent. Once you understand their intent, provide helpful content, such as curated gift guides or bundles, to simplify their decision-making process.

Examples of targeting specific customer needs:

• Gift buyers: Direct them to a dedicated gift guide or a catalog of holiday bundles that make gift-giving easy and convenient.
• Customers with specific concerns: If you’re targeting buyers with concerns like acne or oily skin, create ads that lead to a catalog of products addressing those specific concerns.

By guiding customers from an ad to a tailored landing page, you’re creating a seamless shopping experience that increases the likelihood of conversion.

4. Push shoppers to complete the flow 

Abandoned carts remain a significant challenge for ecommerce brands. To combat this, mobile experiences offer a powerful way to bring shoppers back and encourage them to complete their purchases.

Imagine this scenario: a customer sees a personalized ad and clicks through to your landing page. On the landing page, you prompt them to opt-in for push notifications, which they agree to in exchange for receiving exclusive offers. The customer then adds a product to their cart but abandons the purchase before completing it.

To bring them back, your first step is sending an email reminder. However, if the customer ignores the email, you can follow up with a push notification to create urgency. This is where the power of FOMO comes into play. 

By reminding the customer that the product they want is at risk of going out of stock, you tap into their desire to avoid missing out on a great deal. The push notification drives them back to your site, where they complete their purchase.

INSERT IMAGE OF PUSH NOTIFICATION WITH LIMITED TIME OFFER

By blending email and push notifications with personalized messaging and FOMO tactics, you can significantly increase your chances of recovering abandoned carts and boosting conversions.

5. Use mobile cart upsells

Cart upsells act as a last-ditch effort to encourage customers to add one more item to their purchase. When brands present upsell opportunities directly in the cart, it helps customers visualize the additional products as already part of their order, making it easier for them to proceed with the upsell.

This is a great opportunity to boost average order value for brands offering accessory products that complement a flagship or main item. For example, if a customer purchases a camera, suggesting items like lens protectors or camera bags right in the cart can feel like a natural add-on.

To make the most of mobile cart upsells, keep a few things in mind:

• One-click simplicity: Make the upsell as easy as possible to accept, with a one-click option to add the suggested product to the cart.
• Customization: Tailor the upsell based on what’s already in the cart. Suggest products that enhance or complement the existing purchase.
• Avoid distractions: Since we focus on mobile, the upsell mustn’t cause friction or distract customers from checking out. Keep it seamless and unobtrusive so the main goal—completing the purchase—remains front and center.

You can effectively boost sales without disrupting the checkout flow by incorporating smart, mobile-friendly upsells.

6. Leverage in-app exclusives

App exclusives are a perfect way to have your brand stand out, exceed shoppers’ digital expectations, and build your shopping community through strong customer retention. 

After all, customers who download your app are practically declaring themselves VIPs. They are ready to be immersed, join your community, spread the word, and spend more money. Here are some ways to enhance your mobile app marketing:

• Early access to products: Offer access to your top-selling items hours or even days before your website launch.
• App-exclusive products and collections: Release exclusive products, colors, patterns, flavors, or even entire collections. Pro-tip: you can even test new products by dropping them in the app first. 
• Flash sales, promotions, and discounts: Trading a discount code for a download is so popular because it works — especially for Cyber Month.  A low-lift option? Automate a one-time in-app welcome discount.
• Exclusive brand updates: With push notifications, you can reach customers instantly and directly to deliver any brand update.
• Content Hub: An app can serve as a unique content hub for your brand, and the possibilities are endless. It includes videos, lookbooks, how-to guides, recipes, editorial content, playlists, phone wallpapers, and more.
• Host app-exclusive sweepstakes and giveaways. Think of in-demand items, a year’s supply of your product, or even luxury goods (like Culture King’s Lambo giveaway).

Bonus tip: Build hype on your app with a black-out period

When discussing building hype on your mobile app, we must mention LSKD. LSKD, a high-quality sportswear brand, generated 40% of their BFCM sales through their mobile app. 

So what’s the deal with LSKD’s brilliant mobile app marketing strategy? LSKD temporarily closed both the app and website right before BFCM, only to reopen at 12 AM PST, which created serious hype. 

Fun fact: this is actually the second time LSKD has executed this BFCM demand-hack strategy. As a result, LSKD secured the #2 spot on the App Store Rankings in 2023 and #1 in 2022

For LSKD, driving downloads and converting shoppers were only the beginning steps. The brand was thinking ahead and assured that their app could efficiently optimize to scale retention and feed that funnel. They also integrated with Yotpo to enhance loyalty and rewards programs for merchants, which were designed to strengthen customer retention. 

After their strategic blackout period, LSKD made $3.4M in-app sales in the first 24 hours, drove 22,000 new app installs, and witnessed a staggering 400% surge in sessions thanks to their mobile app marketing. 

7. Have a mobile app? Give it a BFCM-themed makeover

Believe it or not, your mobile app icon is another excellent opportunity to promote your BFCM sales. Here’s how:

• Update your app icon to a BFCM theme. This will draw attention to your sales directly from the screen view without your shoppers having to enter your app. 
• Use BFCM copy. Consider including a BFCM copy on the icon or launch screen to draw attention to the promotion. Avoid overstuffing copy or visuals— think brief and effective. 

Your app’s homepage also holds a lot of opportunities to promote your exclusives, discounts, and sales strategically:

• Flash your promotion directly on the homepage of your app. Use a mix of images, videos, and gifs to draw attention. 
• Highlight active discount codes. Place these above the search bar while highlighting your CTAs directly under the search bar. 
• Add a Countdown Timer Block. This highlights the lead-up and duration of your campaign. If running time-sensitive flash sales, you can use the countdown timer to indicate the time left to save on deals. 

Want to keep reading?

Are you looking for more direct insight from shoppers on how they plan to engage with brands this holiday season? 

Look no further; check out the entire 2024 BFCM report here.

Launch your mobile-first campaigns just in time for BFCM

For all generations, mobile shopping is on the rise. You don’t want to fall behind. 

It’s not too late! With Tapcart, you can launch an app just in time for peak season and build your app community. Get started here.