Big takeaway: use unique discount codes in November, switch to sitewide offers during Cyber Week, and keep emailing in December. There’s more money on the table after Black Friday than most brands realise.
TL;DR
Unique codes outperform generic codes for ASP and AOV in November; during Cyber Week, sitewide offers convert better because they remove friction; add a cart progress bar to nudge higher spend and unlock tiered discounts; bid on competitor “Brand + Black Friday” terms with a stronger offer; keep one evergreen Black Friday page live year round for SEO; use Pinterest boards as top-of-funnel gift-idea drivers; increase internal links to your sale pages; keep emailing in December by segmenting BFCM-only buyers, high-intent non-buyers, and lapsed VIPs; watch the Sunday after Black Friday in the UK and plan for Super Saturday on 20 December 2025 with gift cards and subscriptions.
Why unique codes should be your November default
Tracy from Seguno’s benchmarking shows that unique, one-time codes are harder to leak, feel personal, and give clean attribution. In November they lift average selling price and average order value versus generic codes or no code. Use them for VIP early access, premium SKU nudges and bundles, and to experiment with Buy X, Get Y rules that many brands overlook. If you must use a generic code, resend it once 24–48 hours later to capture deal-seekers, and add urgency or exclusivity to prevent fatigue.
Cyber Week: remove friction and go sitewide
Between the Monday before Black Friday and Cyber Monday, codes lose their edge as shoppers prioritise speed. Run sitewide offers to keep friction low. Still email on Black Friday and Cyber Monday as those two days can deliver the biggest share of the week’s revenue, and don’t ignore the Tuesday and Wednesday beforehand where engagement and ROI are often stronger while inbox noise is lower.
Five quick wins for Peak (from Rob at Spec)
1) Bid on competitor Black Friday keywords
Target exact or phrase match for “Competitor + Black Friday” with a better offer in your ad copy. Test landing on a head-to-head comparison page versus a sale page and adjust based on live data.
2) Reuse and recycle your Black Friday page
Keep a single evergreen URL each year. Update titles, meta and copy with the year but keep the URL stable. Leave the page live year round with email capture and helpful links to avoid soft 404s.
3) Gamify AOV with a cart progress bar
Show “Spend £X to unlock 25% off” in the cart and mini cart. Pair with tiered unique codes throughout November.
4) Leverage Pinterest for top-of-funnel
Create “Best Black Friday [Category] Gifts” boards that link back to products or collections. It’s quick to build and can rank for broad gift queries.
5) Turn up internal linking
Point more links at Black Friday and sale destinations via navigation, homepage banners, buying guides, and collection intro copy with sub-links. This reinforces importance for search engines.
After BFCM: keep selling in December
Mari from Seguno’s advice is simple: don’t stop. Segment first. For BFCM-only buyers, promote complementary items or a “one for you” follow-up with unique codes. For high-intent window shoppers who viewed or added to cart but didn’t buy, send browsed items, reviews and a unique nudge. For lapsed VIPs who skipped BFCM, offer a limited exclusive incentive.
Offers that work in December
Buy X, Get Y helps clear inventory and suits the gifting mindset; flash sales with generic codes work well for 24-hour bursts when paired with a countdown; treat-yourself campaigns resonate as self-gifting rises; shipping deadline reminders convert reliably; gift cards and subscriptions shine for late buyers and Super Saturday.
Dates that deserve a plan
The Sunday after Black Friday often spikes in the UK, so keep budget and emails ready. Super Saturday falls on 20 December 2025 and is strong for stores as well as online gift cards, digital vouchers and subscriptions. Whatever your shipping cut-offs are, communicate them clearly and more than once.
Quick setup ideas
Add a cart progress bar and a countdown. If you use Seguno Email, the free Banners app covers both with minimal setup. Build unique-code workflows for VIPs, post-BFCM segments and automations. Keep a single Black Friday URL in the footer 365 days a year and swap the content seasonally.
Your action checklist
This week: choose your November unique-code offers and tiers; create or keep the evergreen Black Friday URL and add email capture; build three December segments (BFCM-only buyers, high-intent non-buyers, lapsed VIPs); add the cart progress bar and countdown.
Next 2–3 weeks: launch competitor “brand + Black Friday” search campaigns; draft emails for Tuesday and Wednesday pre-Black Friday as well as Black Friday and Cyber Monday; publish a Pinterest gift-ideas board that links to your catalogue; map and announce shipping deadlines.
December: run post-BFCM unique-code sequences for each segment; drop 24-hour flash sales with generic codes where appropriate; push gift cards and subscriptions in the build-up to Super Saturday; review results immediately and pivot offers or budgets daily.