Black Friday and Cyber Monday are like a big race. Those who start too late remain at the starting line. For brands and e-tailers, these two days are not just about massive discounts, but also about meticulous preparation, especially when it comes to influencer marketing. Between choosing creators, creating content and managing the post-event period, every week in November counts.
So, how do you prepare for Black Friday and Cyber Monday? Here’s the timetable you need to follow to orchestrate your influencer campaign and get your sales off the ground without improvising.
Why create an influence calendar to prepare for Black Friday and Cyber Monday?
It’s important to understand that, every year, consumers are becoming more and more strategic. Over 60% of shoppers are already scoping out their offers before Cyber Week. They compare prices and add their favorite products to their baskets, waiting for the right moment to buy.
The result? Attention builds gradually, from the beginning of November, and peaks between the Thursday of Black Friday and the Monday of Cyber Monday.
In other words, if your brand waits until the last minute to communicate, it’s too late in the consumer’s mind.
Hence the importance of a well-thought-out influence calendar to prepare for Black Friday and Cyber Monday.
The objective of your Black Friday marketing plan?
- Maintain consistency in the way you speak
- Ensuring smooth message delivery
- Optimize conversions at the point where the purchase decision is about to be made.
Your influencer marketing calendar for Black Friday and Cyber Monday
Timing is everything when it comes to preparing for Black Friday and Cyber Monday. The most successful influencer campaigns are not launched during Cyber Week, but well before. Here’s how to plan each step.
Early November: plant the seeds of your Black Friday influence campaign
At the beginning of November, your objective is not yet to sell. Here, you need to
Recommended actions:
- Launch Black Friday influencer and affiliate partnerships. The idea? Establish your brand in people’s minds before the frenzy even begins.
- Brief on offers, visuals and flagship products. The watchword: clarity and consistency.
- Encourage authentic content (reviews, tutorials, “a day in my life” vlogs). Create an emotional connection before discounting does the rest.
- Stimulate engagement with games, teasers or previews. In this way, you prepare an engaged audience, ready to click at the key moment.
At the same time, don’t forget to inform affiliates about upcoming promotions and bonuses to be won.
- Co-construct a Black Friday marketing plan with content creators.
- Agree together on publication dates, formats (reels, stories, carousels, YouTube videos, etc.) and promotional codes to be used.
The aim: to align messages to create a build-up to Black Friday.
Strategic tip: prepare a mini “influencer kit” with your charter, visuals and key arguments.
Mid-November: activate the teasing phase
Mid-November marks the start of the warm-up phase. Black Friday is fast approaching, and consumers can feel the bargains coming on… and their virtual baskets are just waiting for a sign from you.
Your objective? Create desire and repeat your message before the rush.
How do you prepare for Black Friday and Cyber Monday at this stage?
- Start previews and countdowns. The watchword: create a gentle, almost festive tension.
- Create “wishlist” or “selections coups de cœur” content. In collaboration with e-commerce content creators, guide your customers in their future purchases.
- Finalize commissions and performance bonuses. Set special commission rates for Cyber Week to motivate affiliate partners.
- Always synchronize influencers and affiliates on the same message to create a fluid, impactful chain.
Our tip: If you’re using paid advertising, now’s the time to integrate UGC content into your Meta or TikTok Ads campaigns. A consistent message across all channels maximizes reach and recall.
Black Friday week: the content explosion
The week of Black Friday (around November 22-29), everything must be ready.
This is the phase of maximum activation, when consumer attention peaks. The aim: to be visible at the right time, with the right message.
How do you prepare your Black Friday communications?
- On the Monday or Tuesday before Black Friday, publish the first official content with influencers.
- Focus on immersive content such as “before/after” reels, unboxings or live product demonstrations.
- Play theexclusivity card by encouraging influencers to share limited-time offers or codes valid only via their link.
Strategic tip: stagger publications from Friday to Monday to avoid saturation on the big day.
Cyber Monday: the grand finale
Many brands are taking their foot off the gas after Black Friday. A strategic mistake! Cyber Monday is often an opportunity to convert hesitators and extend visibility.
The right Cyber Monday influence strategy?
- Invite your influencers to remind you that the offers are ending to trigger a final wave of impulse purchases.
- Amplify the best content via partner ads / Spark Ads to extend their reach.
- Reward creators who convert best (bonus, spotlight). Think long-term.
Count on the winning duo: organic influence + paid amplification.
After Cyber Monday: Keep the momentum going
Once the frenzy is over, it’s time to analyze and build loyalty. This is an often neglected stage, but essential to capitalize on your efforts.
What needs to be done?
- Compare the results between your organic and sponsored content to identify the winning combinations.
- Thank your affiliate partners, share the results, and prepare for future collaborations.
- Take the time to turn your insights into a long-term strategy: adapt your tone, refine your targets or test new channels.
Turn Cyber Week into a springboard for lasting relationships with your customers and creators.
Preparing for Black Friday and Cyber Monday is all about strategy, not haste. By planning a precise Black Friday calendar, you create a clear, coherent and effective thread.
Want to build an effective influencer strategy for Cyber Week? Our team can help you every step of the way.
To find out more :
Affiliation Black Friday Cyber Monday: performance guide
