Unlock Holiday Revenue: Black Friday, Cyber Monday & Beyond

Black Friday and Cyber Monday aren’t just for big screen TVs and tech deals anymore — they’re golden opportunities for live events to drive serious revenue and engagement.

That was the focus of our November FEVOForum, “Unlock Holiday Revenue: Black Friday, Cyber Monday & Beyond,” where FEVO’s own Mallory Eichhorn, John Madden and Ilan Freeman shared insights, examples and strategies to help partners get the most out of the busiest shopping season of the year.

Why It's Not Too Late

If you haven’t started planning your Black Friday or Cyber Monday campaigns yet, don’t panic. As Mallory reminded everyone at the top of the session, “It’s not too late — you’re in the perfect place. We still have a couple of weeks before the page turns.”

From straightforward discounts to creative bundles and influencer-driven promotions, there’s still plenty of time to create something fans will love.

What We Learned from 2024

The numbers don’t lie: shoppers spent $17.6 billion on Black Friday and $13.3 billion on Cyber Monday in 2024 — and 57% of those purchases happened on mobile. That means buyers expect fast, seamless and mobile-optimized checkout experiences.

FEVO's built-in flexibility plays right into that, offering everything from digital wallets like Apple Pay and Google Pay to Buy Now, Pay Later (BNPL) options that contributed nearly $1 billion in spending last year.

But the real insight? 68% of shoppers said they weren’t impressed by the deals they saw.

"If you're only offering 10% off, it’s not going to drive the needle on Black Friday or Cyber Monday. Fans are looking for real value.” - Mallory Eichhorn, FEVO VP of Partner Success

That doesn’t always mean steeper discounts — sometimes it’s about adding more perceived value through bundles, upgrades or unique experiences.

How to Market Like a Pro

Once you’ve got a great offer, it’s all about how you share it.

"Every Offer is different, but you’ve got to use a mix of channels — tease it through email, go big on social, and use SMS for those last-minute reminders.” - Ilan Freeman, FEVO Sr. Product Marketing Manager

Some key tactics discussed:

• Email: Tease upcoming deals before they go live to cut through inbox clutter.
• SMS/MMS: Perfect for “flash sale” or “final hours” nudges that drive urgency.
• Organic social: Keep content fresh throughout the holiday season.
• In-venue marketing: Use QR codes to capture fan attention where it matters most.

And don't forget your marketing pixels — retargeting is one of the easiest ways to re-engage fans who browse but don’t buy.

Offers That Deliver

John Madden walked attendees through some of last year’s top-performing campaigns, from simple discounts to complex bundles.

"There's no one way to do Black Friday. What matters is telling your story in a way that cuts through the noise.” - John Madden, FEVO VP of Partner Success

Some of the standouts:

• Detroit Red Wings: Straightforward, up to 40% off — simple and effective.
• Minnesota Wild: A “No Fees” campaign that offered refreshingly clean pricing and massive engagement.
• Philadelphia Flyers: Their “Santa Sacks” bundle combined tickets, a collectible ornament, a Gritty tree topper and more.
• Seattle Mariners: A 24-hour Cyber Monday suite flash sale that moved 119 suites without a single sales call.
• Ottawa Senators: A BOGO campaign powered by FEVO’s Post-Transaction Codes, delivering automatic free-game codes to buyers’ inboxes.

Each of these Offers leveraged FEVO’s platform to make storytelling — and execution — easy.

Distribution That Works Harder

This season also brings a new opportunity for partners: the Costco Marketplace. It lets you sell live, real-time inventory directly to Costco’s online shoppers — more than 37 million of whom visit the site during Cyber Week.

"If you're not on Costco Marketplace yet, it’s not too late. It only takes a few days to get live, and it’s one of the best ways to reach buyers you wouldn’t normally find.” - Ilan Freeman, FEVO Sr. Product Marketing Manager

Tools to Keep You Moving Forward

The team wrapped up the session by spotlighting the many tools available to help partners keep growing:

• FEVO Certification through the Academy Training Portal
• Lunch & Learn Webinars and Case Studies
• Beta Product Testing for new features (including FEVO’s soon-to-launch, redesigned landing pages)

"We've heard your feedback loud and clear — the new landing page experience is just out of this world.” - Mallory Eichhorn, FEVO VP of Partner Success

And one more incentive to stay involved? FEVO Fest returns in August 2026, live in Las Vegas. Certified FEVO Champions and partners running innovative holiday campaigns will be among the first invited.

The Takeaway

The holiday season is the perfect time to test new strategies, reach new fans and grow your business. Whether it’s a flash sale, a creative bundle or a value-driven Offer, FEVO gives you the tools to make it happen — quickly, seamlessly and at scale.

"This is your time to get aggressive, tell your story and make your fans feel like they’re part of something special.” - John Madden, FEVO VP of Partner Success