How to Convert Your BFCM Success into Reviews

Richard Ball

December 7, 2020

3 min read

For eCommerce brands, the BFCM sales period is one of the most important times of the year, bringing a huge surge in traffic, sales, and new customers. With more shoppers buying online than ever before, it’s a golden opportunity to strengthen your brand long after the sale is over.

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The question now is how to capitalise on that BFCM success and turn it into lasting growth.

Use BFCM sales to increase your review collection

In the weeks following BFCM, we often see review submissions surge compared to the rest of the year. This is a valuable window - more customers are on your radar, and they’re already engaged with your brand.

With a well-timed, friendly request, you can encourage these customers to write a good product review that works as social proof for future shoppers. This not only helps new visitors trust your brand, it also gives them first-hand insight into your products.

If you’re still fulfilling orders, have your review invite ready to send once the customer has received and experienced their purchase. Time it to land when they’re most likely to respond - evenings and weekends often perform well.

If you have a backlog of completed orders, it’s not too late. Our review booster makes it easy to send invites for past purchases.

Keep in mind that many BFCM purchases will be gifts, so consider collecting both product reviews and company reviews where possible.

Respond to feedback to build trust

An influx of reviews brings the chance of both good and bad feedback. There may be a lot to work through, but make time to do just that.

Respond to negative reviews with care and consideration. Use them as a chance to show excellent customer service at work with a proactive approach and clear communication. This helps build trust, letting prospective customers know you’re reactive as a brand, value the consumer, and go the extra mile to solve any issue they may have.

It’s not as crucial to respond to positive reviews, but it’s always worth making that extra effort to acknowledge them. It proves you really do care about the feedback you get, and that consumer opinion is important to you.

Manage delayed orders with proactive communication

With BFCM’s higher order volumes, delivery delays are more likely. If delays happen, take control with timely updates and clear communication. Let customers know where their order stands and how they can reach you if needed.

Making contact details and complaint procedures easy to find encourages customers to reach out directly rather than turning to negative reviews.

CarMats.co.uk is a great example of this. As a brand focused heavily on company reviews, it uses a custom email template that gives the option to leave a review, or contact the company directly for support if needed.

As founder Ash Young explains:

“BFCM was huge - massively up. Was expecting maybe 800 orders, which was optimistic, but ended up doing double that, it just went bananas with the demand.”

Make your review requests personal

During the post-BFCM period, customers’ inboxes are packed with marketing emails, delivery updates, and review invitations. This can lead to higher unsubscribe rates if your requests aren’t relevant or engaging.

Personalisation is key. Use details from the customer’s purchase to make your requests feel tailored, and include existing reviews of the specific product they bought. This adds context and increases the likelihood of a response.

Tools like Klaviyo integrate seamlessly with REVIEWS.io, allowing you to send personalised, automated review invitations that boost engagement and keep customers connected to your brand.

Turn reviews into marketing wins

If your BFCM review push takes you over the threshold for Google Seller Ratings (currently 100 verified reviews with a 3.5+ rating in 24 months), you’ll unlock star ratings in organic search and Google Ads.

This added visibility builds trust and can significantly improve click-through rates.

Beyond ratings, the reviews you collect create a library of authentic user-generated content. Use this across your marketing - in product pages, email campaigns, and social posts - to showcase real customer experiences. This social proof builds credibility and helps convert future visitors into loyal customers.

In conclusion

A smart post-BFCM review strategy ensures the benefits of your sales period last long after the discounts end. By collecting more feedback, responding thoughtfully, personalising your requests, and leveraging reviews in your marketing, you turn seasonal success into year-round brand growth.

With the right approach and tools, your BFCM sales aren’t just a one-time win - they’re the start of stronger customer relationships, higher trust, and increased revenue well into the future.

Ready to turn your BFCM results into lasting success? Book a demo with REVIEWS.io and see how our platform can help you make the most of your post-sale momentum.