Driving Off-Season Growth with a Simplified, Loyalty-Focused Black Friday / Cyber Monday Strategy

Project Overview

To overcome the seasonal sales slump in the farm and garden category, I led the strategy and performance tracking of a multi-channel Black Friday / Cyber Monday (BFCM) campaign for both the eCommerce and retail divisions at Peaceful Valley (GrowOrganic.com). The campaign ran from mid-November through the first week of December, with the goal of increasing net sales, average order value (AOV), and website traffic during a traditionally low-demand period.

Farm and garden products are a hard sell in late fall and early winter, when customer interest naturally declines. Our team needed a compelling reason to bring customers back—without overcomplicating messaging or creating a fragmented customer experience across channels.

I proposed a simple, bold promotional structure that ramped up through Cyber Monday with an additional offer.:

• Black Friday: 20% off sitewide
• Cyber Monday: Free seed packs with every tree purchase

To amplify impact, I made two key strategic decisions:

1. Use Loyalty Segmentation for the First Time
   I introduced early-access offers to all LoyaltyLion members (regardless of tier), creating a sense of exclusivity and rewarding past engagement. These loyalty-driven emails were delivered through Klaviyo and utilized timers to drive urgency.
2. Go Sitewide, Not Specific
   Rather than run separate promotions on collections (which in the past had created confusing overlapping messages), I opted for a streamlined sitewide sale. The clarity paid off.

Social Media & In-Store Signage: Reinforced offers and drove omnichannel awareness

Email Campaigns: Segmented and personalized with loyalty data

SMS Campaigns: Timed for urgency and reminders

🔁 Reengaged a previously untapped customer segment (loyalty members), setting a new standard for future campaigns

📈 15% YoY increase in net sales during the campaign window

💌 Top-performing email campaign of the season came from the loyalty segment—leading in clicks, open rates, and total revenue

Simplicity scales: Choosing a sitewide offer eliminated confusion and boosted conversion—proving that clarity wins, especially during high-volume shopping periods.

Reengaging loyalty segments works: This was our company’s first time using loyalty tiers as a major campaign lever, and it directly led to higher conversions.