Top Mistakes Ecommerce Retailers Make During BFCM and How to Avoid Them

Originally posted October 3, 2024, updated October 26, 2025.

With Black Friday Cyber Monday (BFCM) on the horizon, the anticipation (and stress) is climbing for retailers everywhere. Throughout peak season, there’s ample opportunity to achieve increased sales and end Q4 on a good note.

Although BFCM 2024 broke records, the signs for 2025 all point to a more subdued season; one that kicked off with quieter October Prime Deal Days sales. Additionally, retailers are facing more challenges this year, from tariffs and the end of de minimis to falling consumer sentiment.

That said, it’s still an excellent time for retail businesses to succeed. But it all hinges on the ability to make the most of BFCM and avoid costly mistakes. From slow shipping speeds and misguided marketing to inaccurate forecasting and poor fulfillment processes, simple mistakes can stop retailers from reaching their potential.

WSI has identified seven potential blunders for this upcoming BFCM, and how to avoid them with proven tactics. 

Mistake #1: Failing to forecast demand accurately 

Going into the holiday season, it’s vital to think like a customer. Aside from getting a good price, they are likely stressed to get their gifts on time; so stockouts, backorders, or shipping delays won’t cut it. 

Before panic-ordering in bulk to avoid this scenario, businesses must remember that overstocking is not the solution. Your warehouse space is sacred, and packing it could be costly, especially if inventory is slow-moving. 

How to avoid it: 

Look to the past and at present trends. Closely examine your historical BFCM data, current consumer sentiment, behavior, and trends, and predictive analytics to anticipate demand before placing product orders. 

Communicating with suppliers is key. Make every effort to ensure they have adequate stock to fulfill orders, especially those with high demand. 

A third-party logistics provider (3PL) can help you implement inventory management software to monitor real-time stock levels and identify when it’s time to refresh, which will be especially helpful as orders surge during BFCM. 

But the reality is, sometimes stockouts can’t be avoided. Especially if products are flying off the virtual shelves. For every product on your site, ask, ‘What if we run out?‘ 

A 3PL can help answer that, guiding a contingency plan to communicate quickly with the customer to provide options like offering partial order delivery, backorders, waitlists, or alternate product recommendations to maintain sales momentum and customer trust.

Mistake #2: Not having a scalable plan for increased demand 

Increased demand during the BFCM and peak shopping time period often overwhelms retailers who haven’t prepared enough for the spike in orders.

This can be a lot to juggle, and lead to plenty of errors like late deliveries, unfulfilled orders, or even incorrect products—like sending a pair of pants instead of shoes.

This can cause frustration to climb, and customers turn to their phones and start writing those negative reviews. It also breaks trust, which can be a huge killer of brand loyalty. 

How to avoid it: 

Businesses should team up with their 3PL or fulfillment partner. This is where they can advise you on how to implement what’s needed for scalable BFCM and peak fulfillment operations, including:

• Accurate demand forecasting to align labor, inventory, and carrier capacity
• Flexible labor planning with trained seasonal staff and shift optimization
• Multi-node fulfillment network to distribute inventory closer to customers
• Integrated technology stack for real-time visibility and automation
• Efficient returns management to handle post-peak volume smoothly
• Strong carrier and vendor partnerships for reliable capacity and rate stability
• Standardized processes and SOPs to maintain speed and accuracy under pressure
• Contingency plans for inventory, transportation, and system disruptions

Mistake #3: Not checking your website health 

Retail websites are ever evolving. It’s critical to ensure they are accessible, enjoyable, and user-friendly.

With an influx of website traffic during BFCM, retailers have to be prepared for more traffic and more criticism. Especially if they want to leave a good first impression. 

According to HubSpot, 75% of your website’s credibility is attributed to design. While you may already have an engaging, responsive website, frequent health checkups are a necessity.

Some common website mistakes are slow site speeds, long-winded checkout processes, or a poorly designed mobile site that looks nothing like the desktop version. Plus, let’s not forget about the pop-ups. The goal is to educate the customer or surprise them with a deal, not annoy them. 

All of these factors can contribute to an abandoned cart or a high bounce rate. From there, consumers will bounce to another store that sells similar products. 

How to avoid it: 

First, prioritize the simplest problem: website speed. You can help your site get up and running with tools like Google PageSpeed Insights to identify and resolve issues. 

Another great way to ensure fast click times is by implementing Content Delivery Networks (CDN), a distributed network of servers that work together to deliver web content to users more quickly and reliably. This tactic can improve load times with image compression techniques, increase content availability, and enhance website security, which is always a concern. 

A mobile-friendly site is critical: Statista found that estimates indicate that revenue from mobile commerce will reach approximately 2.5 trillion U.S. dollars in 2025, nearly doubling over the subsequent four years to encompass 63 percent of total retail ecommerce.

Lastly, as your marketing team is designing, ensure that products are visible, navigation is a breeze and the checkout process is seamless, not a maze. That means it only takes a few clicks to submit the order. 

Mistake #4: Poor communication on shipping status 

When an order is placed, it’s a pivotal point for customer trust to build or break. Given the added pressure of getting gifts on time, customers expect reliable, accurate updates on their order status. 

Retailers that fail to offer consistent communication updates run the risk of getting an influx of Where Is My Order? (WISMO) requests. That puts more responsibility on the customer service team, whose time would likely be better spent putting out bigger fires during BFCM. 

How to avoid it: 

Clear, timely communication is one of the easiest ways to build customer trust during peak season. Automated shipping notifications keep buyers informed and reduce support tickets by providing real-time visibility into their orders. Businesses can implement these steps:

• Use integrated platforms such as CRMs, ecommerce systems (Shopify, WooCommerce), or shipping platforms (ShipStation, AfterShip, Narvar) to automate tracking updates.
• Send real-time notifications via email or SMS with carrier tracking links for each order stage; shipped, in transit, out for delivery, and delivered.
• Be transparent about delays, including causes like weather or supply chain issues, and share updated delivery windows when possible.
• Partner with a 3PL offering real-time visibility so both your team and customers always know an order’s exact status.

When customers know where their order is and when to expect it, their confidence in your brand grows. Investing in automated notifications and visibility tools not only improves transparency but also enhances the overall customer experience.

Mistake #5: Not developing a post-purchase strategy 

New customers are a big pro during BFCM, but how do you keep them coming back? 

Without a post-purchase marketing strategy, retail businesses miss the chance to impress this new influx of customers or remind  VIP subscribers why they continue to pick a brand over the rest.

How to avoid it: 

After BFCM, retailers should leverage the marketing team to send personalized follow-up emails with personalized recommendations, exclusive offers, loyalty rewards, a chance to review their experience, or anything that results in high engagement. As an example, offer a 20% discount for their next purchase, or points toward their account. Aside from a digital campaign, you can also create a stellar unboxing experience, and, for example, pack marketing inserts into packages through a custom kitting strategy.

For new and returning customers, pay close attention to what they buy. Collect clear data during this sales period to create targeted campaigns for future sales. If you see customers gravitating towards specific items or categories, like jackets, it would be wise to use dynamic content to send them a special jacket deal or keep them updated on new arrivals. 

Mistake #6: Not offering multiple fulfillment options 

Today’s consumer buys through multiple channels, and they appreciate getting their purchase through multiple channels as well.

While ground shipping is certainly a convenient choice for customers, that’s not always the most flexible or ideal delivery option for them.

How to avoid it: 

Beyond offering multiple shipping speeds, retailers can boost convenience by providing options like Buy Online, Pick Up In-Store (BOPIS) or curbside pickup during BFCM. Expanding presence across retail locations and online marketplaces also helps meet customers where they shop.

At checkout, fulfillment options should be clearly displayed, allowing customers to select a preferred method before entering a shipping address. A store locator or zip code search tool can help identify nearby locations with available inventory. The goal is to deliver products quickly, affordably, and in the way that best fits each customer’s needs.

Mistake #7: No contingency plan for unexpected disruptions 

In a perfect world, everything would go smoothly during BFCM, but that’s not always the case. With a heavy load of customers visiting sites and placing orders, it’s incredibly common to run into site breakdowns, carrier miscommunications, or supply chain issues. 

While the hope is that no worst-case scenario happens, if it does, retailers don’t want to be left without a clear plan of action.

How to avoid it: 

To avoid being caught without a contingency plan during BFCM, collaborate with web developers to create a backup roadmap and use content delivery networks (CDNs) to keep sites running smoothly under heavy traffic. If a crash occurs, communicate immediately through social media and email to reassure customers that the issue is being resolved.

Maintain a diverse carrier mix to handle shipping delays or disruptions and equip customer service teams with prepared response scripts to resolve common issues efficiently. Above all, prioritize clear, consistent communication. Even when challenges arise, proactive updates and transparency can strengthen customer trust and preserve relationships throughout the peak season.

How partnering with a 3PL helps retailers win BFCM

As BFCM approaches, having the right support system in place can make all the difference between chaos and success. Every retailer’s fulfillment strategy is different, but the goal is the same: to deliver a seamless, personalized shopping experience and get every order to its destination safely, accurately, and on time.

A trusted 3PL partner brings the experience, scalability, and technology needed to manage peak demand with precision. By handling everything from order fulfillment to returns, a 3PL empowers retailers to focus on driving sales, deepening customer relationships, and finishing the season strong.

With a nationwide network and decades of logistics expertise, WSI helps retailers navigate the BFCM rush with confidence and clarity. Connect with a fulfillment expert today to prepare for your best peak season yet.