What if your biggest sales driver this Black Friday wasn’t ads or discounts — but your community?
That’s the reality for many brands this season. During TYB’s recent BFCM + Holiday Prep Webinar, three top customers shared how they’re using community-powered marketing to turn excitement into conversions — and build long-term loyalty in the process.
For years, Black Friday and Cyber Monday have been dominated by discounts, paid ads, and inbox overload. But in 2024, the brands breaking through are the ones focusing on relationships, not reach.
Instead of chasing clicks, they’re activating their existing fans — the customers who already love them.
Community marketing turns BFCM from a transactional event into an emotional moment, where fans feel like they’re part of something special.
On TYB, that often looks like:
As Ashley Murphy from Rare Beauty put it:
“When your community feels like they have a seat at the table, they don’t just shop — they advocate.”
The most consistent insight across every panelist: start earlier than you think.
Brands that launched community activity in early November — before Cyber Week — saw double the engagement rates and stronger conversion once BFCM hit.
Rather than one big sales push, these brands built momentum through a sequence of micro-engagements:
This early activation gives communities time to participate, earn, and advocate before the shopping chaos begins.
As one panelist said:
“BFCM used to feel like a sprint. Now it’s a marathon of micro-moments that build up to your biggest weekend.”
During BFCM, clarity wins.
The most successful brands limited themselves to one or two hero offers that felt special to their communities. Examples included:
This simplicity not only made offers easy to understand but also created a sense of belonging. On TYB, exclusivity isn’t about gatekeeping — it’s about giving fans something to rally around.
One panelist shared:
“We noticed a clear difference when we gave our community first dibs. They didn’t just shop — they created content, they talked about it, they made it feel like an event.”
Today, the best-performing BFCM content doesn’t come from brands — it comes from their communities.
Every panelist agreed that user-generated content (UGC) consistently outperforms brand-led creative, especially during the holidays.
On TYB, that often starts with:
As one brand noted:
“The best performing content wasn’t from us — it was from our community showing up, sharing what they loved, and hyping the brand better than we could.”
UGC not only drives authenticity — it builds a content engine that fuels paid, social, and email campaigns throughout the season.
Loyalty has always been part of TYB’s DNA, but during BFCM, it becomes a competitive advantage.
Brands that recognized and rewarded their most active members saw major lifts in engagement and retention. Examples included:
Recognizing loyalty isn’t just a feel-good gesture — it directly impacts growth. When fans feel valued, they naturally become your best acquisition channel.
One brand explained:
“Holiday is when our superfans bring in the most new members. Recognizing them with special offers creates a ripple effect — everyone wants to be part of it.”
If you’re heading into BFCM as a TYB brand, make sure you’re getting the most out of the platform. The brands seeing the strongest results are using these tools strategically:
These activations turn passive shoppers into active participants, helping your brand become part of the season — not just part of the sale.
If 2024 has proven anything, it’s that authentic connection outperforms paid attention.
Your community isn’t just another marketing channel — it’s your most credible, scalable, and creative asset.
During BFCM, when competition is fierce and inboxes are full, your community becomes your biggest differentiator. By empowering your fans to participate, not just purchase, you create a feedback loop that drives both immediate sales and long-term loyalty.
Or, as one panelist put it perfectly:
“The best BFCM campaigns feel like a celebration, not a sale.”
Here’s a quick recap for your holiday success checklist:
The holidays are when communities shine the brightest.
As you plan your BFCM strategy, don’t just think about your discounts — think about your people. They’re the reason your brand exists, and the secret to making every campaign feel bigger than a sale.
This year, the brands that win BFCM won’t just drive conversions — they’ll build connection.
