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Every November, brands spend weeks deciding how deep to discount, and very little of that planning touches the value already sitting in their loyalty program. Thousands of members are carrying points balances they have earned through purchases, reviews, referrals and birthdays. That balance is spending power the customer already associates with your brand, and the weeks before Black Friday are the best time all year to put it to work.
Why getting there first matters
By the time Black Friday arrives, your customers' inboxes are a wall of percentages. Every brand they have ever bought from is competing for the same wallet over the same four days, and a lot of their decisions about where to spend are made before the weekend even starts. The brands that win BFCM tend to be the ones that reached them first.
Points give you a reason to show up early that isn't another discount. Members with a healthy balance already have a stake in your brand, so the job is to remind them what that stake is worth and give them a reason to use it now. Getting them back to checkout pays off. Across the ethos client base, every $1 members redeemed in rewards landed on an order worth roughly $12, and more than half of redemption orders ran at least ten times the reward value. The reward ends up being the smallest line on the order.
A three-step plan for the run-up to BFCM
Start in the second week of November with a points balance campaign in Klaviyo. Pull each member's balance onto their profile and build a flow that shows it in dollars, so the message reads "You have $34 to spend with us." Showing the value in dollars makes it immediate and frames it as something they have already earned. Segment by balance so your highest-value members get a more personal note.
The week before Black Friday, open a boosted redemption window. For a set number of days, points are worth more when redeemed, whether that means double value or a more measured 1.5x. This is where you capture wallet share. Members get a compelling reason to spend with you before the sitewide noise begins, and the incentive comes from value they have already earned rather than a cut to your full catalogue.
Then close the run-up with early access. Give members the first 24 or 48 hours of your BFCM sale before it opens to everyone else. Early access is one of your perks that feels truly exclusive, and it reinforces something that outlasts any single sale: being part of your community means something. On the busiest weekend of the year, the brands with the strongest communities are the ones that treat their members differently from everyone else in the inbox.
Protecting margin without diluting the offer
The natural concern is stacking. Boosted points on top of a 30 percent sitewide discount can get expensive quickly. The cleanest answer is timing. Run the boosted window before the sale and let it close when the sale opens, so members who want the extra value spend early and no single order carries two incentives. If you would rather keep points active through the weekend, set redemption back to standard value during the sale and let early access be the member perk.
Done well, this sequence spreads BFCM revenue across a longer window, brings members back before competitors reach them, and turns a balance that sits as a liability into full-size orders.
Setting it up before November
Everything here can be scheduled in ethos ahead of time, from bonus point events and redemption multipliers to member early access, with points data flowing into Klaviyo so your flows can speak in dollars. If you want to see the full redemption data behind the $12 figure, including how it holds across baby and kids, fashion and beauty, our benchmark report breaks it down.
Your members have spent all year earning a reason to choose you, and November is the moment to remind them what it's worth.
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