Starting your Black Friday and Cyber Monday marketing in a timely manner is crucial for maximizing engagement and sales. As we've seen in previous years, brands that plan and optimize their strategies early often outperform those that wait until the last minute. Your planning should start a couple months before the BFCM and holiday season so you can plan what discounts you will offer, re-engage and build your audience list, gauge your customers’ interests to prepare your inventory, and begin developing your email and SMS campaigns and automations.