Black Friday Through New Year: A Week-by-Week Gifting Content Calendar (Scripts, Prompts, and QR Ideas)

From Black Friday to New Year’s, the holiday season presents a unique opportunity for brands to engage with consumers who are primed to shop. 29% of Americans plan to complete most of their holiday shopping between Black Friday and Cyber Monday, making it critical to capture their attention early. By building a strategic content plan that spans from Black Friday to the New Year, you can maintain visibility, engage shoppers when they’re most excited, and increase your average order value (AOV). 

In this guide, you’ll find a week-by-week video content calendar, creative UGC prompts, QR-powered gifting moments, and content upgrade strategies to maximize your holiday impact. Let’s dive into how you can leverage the busiest shopping season to connect with your customers and make the most of every moment.

Pre-Launch (Nov 1–15): “Get Ready” Teasers & Waitlist Builders

The pre-launch phase is about building excitement and laying the groundwork for a successful Black Friday to New Year campaign plan. This is your opportunity to engage with customers before the main shopping season kicks off, ensuring you’re top of mind when they make their purchases. By seeding early holiday content marketing ideas, you create a sense of exclusivity and urgency, preparing your audience for what’s to come.

Goals

• Build Anticipation: Start generating buzz around your Black Friday content calendar, giving your audience a sneak peek into upcoming promotions and deals.
• Collect Leads: Use early sign-ups to build anticipation for your holiday gifting video content and exclusive offers.
• Seed Early UGC: Encourage early UGC holiday campaigns by prompting your audience to share their holiday wishlists or excitement about your upcoming products.

Video Content Ideas

1. “What’s Coming” Sneak Peeks
   Start by offering your audience a glimpse of what’s to come. You don’t need to give away all the details, but teasing the products, deals, or exclusive offers you’ll be launching can drive curiosity and build excitement. 
2. “Holiday Wishlist” User Prompts
   Encourage users to share what’s on their holiday shopping list. This not only generates excitement but also gets your audience involved in the conversation. It’s an easy way to start collecting early UGC, and it encourages followers to start thinking about your products.
3. Employee or Creator Teasers
   Tap into the excitement of your team or influencers by letting them share what they’re excited about for the upcoming sales. These personal moments can humanize your brand and make the excitement feel authentic.

Script Prompts

1. Teaser Prompt for Product Launch:
   “Hey [First Name]! Something special is coming your way this Black Friday… Stay tuned for early access to our best deals of the year!” This simple, engaging prompt hints at exclusivity and creates curiosity, which drives anticipation for the launch.
2. VIP List Announcement:
   “Sign up now to join our Holiday VIP List and get first access to exclusive Black Friday deals! You won’t want to miss what we have in store.” This prompt emphasizes exclusivity and the urgency of signing up, making the audience feel special by offering them early access to the deals.

QR Code Ideas

1. VIP Waitlist Sign-Up (Early Access):
   Place a QR code in your promotional emails, social posts, or even on physical product packaging to allow users to quickly sign up for your holiday VIP list or early-access offers. The simplicity of scanning and joining a waitlist ensures that you capture leads efficiently.
   • Example:
     A beauty brand could use a QR code with a post like: “Get ready for the biggest skincare sale of the year! Scan here to join our VIP list and be the first to shop our Black Friday deals before anyone else.” The QR code provides a seamless way to get users to sign up and stay engaged.
2. Early Access Countdown:
   Use a QR code to build anticipation by letting users scan and see a countdown to the launch. You could use this for product launches, big sales, or even to reveal sneak peeks of your holiday collection.
   • Example:
     A fashion brand might use a QR code in social media posts that directs customers to a landing page with a countdown timer: “Excited for our biggest Black Friday drop? Scan to see the countdown and set your alarm for the launch!” This encourages engagement and excitement as customers await the drop.

Encouraging Micro-Influencer Seeding with Early Samples

As you prepare for the full-scale launch, begin seeding early samples or sneak peeks to micro-influencers or key customers who can share their excitement with their own audiences. Influencers can record “unboxing” videos, share first impressions, or even ask their followers to guess what’s coming, helping to build momentum. Here, you can get some great, authentic UGC content and encourage engaged users to take part in your campaign by offering some perks. The important factor here is that UGC doesn’t feel like an ad. A qualified influencer marketing agency can help here.

• Example:
  A home decor brand could send out early-access samples to influencers or passionate customers with the prompt: “We’ve got a new collection coming soon and you’re the first to see it! Can’t wait to hear what you think.” These early interactions will not only increase anticipation but also create authentic, user-generated buzz for your brand.

Black Friday Week (Nov 18–24): Launch, Discounts & Unboxing

Goals

• Drive Conversions: This is the time to push for immediate sales with compelling offers and limited-time discounts.
• Capture First UGC: Engage customers right from the start by encouraging them to share their unboxing experiences or first impressions.
• Optimize Offer Messaging: Fine-tune your offers to resonate with your target audience and increase conversions.

Video Content Example

Flash Deal Countdown Videos
Build urgency by creating countdown videos for limited-time flash deals. The fear of missing out (FOMO) can significantly drive conversions as customers rush to get in on the action before time runs out.

• Example:
  Macy’s 2015 Black Friday Commercial: Macy’s used a star-studded commercial featuring celebrities like Ariana Grande, Heidi Klum, and Martha Stewart to promote their Black Friday deals. This high-energy, behind-the-scenes content created anticipation and excitement for their holiday sales, encouraging customers to start shopping early.

Customer Unboxing or “First Impressions” Videos
Leverage UGC holiday campaigns by encouraging customers to film their unboxing experience or first impressions of your products. Real, authentic content from buyers resonates more than polished brand videos and helps build trust in your products.

• Example:
  Apple consistently features unboxing videos from customers and tech reviewers. Their official social channels and website often share “first impressions” content showcasing how consumers react to the latest products. These types of videos not only serve as authentic testimonials but also drive sales by adding credibility to their products.

Staff Picks + “Who This Gift Is Perfect For” Videos
Feature your team’s top gift picks and offer personalized suggestions for who would love each product. This humanizes your brand, helps customers with their gift-giving decisions, and creates a sense of community. This strategy will work especially well for the retail industry.

• Example:
  Amazon has been known to feature “Staff Picks” videos during Black Friday and Cyber Monday, with employees sharing their favorite products from a variety of categories — tech gadgets, books, home essentials, etc. They align these picks with the products that are most likely to be on sale during the period, helping customers make informed purchase decisions. 

Cyber Monday (Nov 25–Dec 2): Fast Content & Conversion Retargeting

Goals

• Retarget Fence-Sitters: Bring back customers who showed interest but didn’t purchase.
• Increase Cart Conversions: Use limited-time offers to encourage customers to complete their purchases.

Cyber Monday video ideas are all about driving urgency and conversions. This period is crucial for engaging those customers who are still on the fence. Use retail video marketing holiday season strategies to create fast, engaging videos that encourage action and remind customers of the incredible deals still available.

Video Content Ideas

1. “Top 3 Bestsellers” Roundups:
   Showcase your best-selling products with engaging video content that highlights why these items are customer favorites. Featuring real buyer reviews builds authenticity and trust, driving customers to complete their purchases.
   • Example:
     “Here are our top 3 picks this Cyber Monday — grab them before they’re gone!” This encourages urgency while showcasing your most popular products.
2. Time-Sensitive UGC Reminders:
   Use gift messaging video scripts that tap into user-generated content (UGC). Encourage your customers to share why they grabbed a deal. Sharing real experiences and excitement motivates others to act.
   • Example:
     “I almost missed this deal, but I’m so glad I didn’t — here’s why you should grab it too!” These UGC-driven reminders add authenticity and create a sense of urgency.

QR Code Ideas

1. Re-targeting Card with Discount:
   Include a QR code gift idea that directs customers to a special retargeting page with a discount code for their next purchase. This not only encourages customers to complete their purchase but also rewards them for engaging with your brand.
   • Example:
     “Thank you for visiting! Scan here for 10% off your next order!” This easy-to-use QR code provides a seamless path for customers to return and complete their purchase with a discount.

Gifting Season (Dec 3–20): Heartfelt Content & Personalization

Goals

• Build Emotional Connection: Foster stronger relationships by making your customers feel special.
• Drive Last-Minute Sales: Capture those still deciding on gifts before the holidays hit.
• Support Personalization: Create a personal touch that resonates with your audience.

The Gifting Season is all about emotional connection and offering last-minute shoppers the personalized experiences they crave. Focus on heartwarming, personal content that connects with your audience emotionally. Utilize QR video gift notes and customer stories to showcase meaningful connections, while offering personalization options that allow customers to add a unique touch to their gifts.

Video Content Ideas

1. Thank-You Messages from Couples, Families, or Teams
   Feature heartfelt thank-you messages to emphasize the emotional side of gifting. This is the perfect content to make your brand feel more human and relatable.
   • Example:
     A family-owned business might post: “To all our loyal customers—thank you for supporting us through another wonderful year. Your love means the world to us!”
     This shows appreciation and builds a deeper connection with the audience.
2. “This Gift Reminded Me of You Because…” – Real Customer Stories
   Encourage your customers to share why a particular gift reminds them of someone they love. UGC like this adds authenticity and helps build trust.
   • Example:
     “This [Product Name] reminded me of my sister because she’s always wanted one just like it! Can’t wait to see her face when she opens it!”Real customer stories humanize your brand and encourage others to purchase.

QR Code Ideas

1. Add a Video Message Sticker Inside Each Gift:
   Include a QR code in your packaging that links to a personalized video message for the recipient. This adds a personal touch and makes the gift feel even more special. You can easily do such a campaign by using BrandLens and collecting quality, authentic videos.
   • Example:
     “Scan to add a personal video message to your gift. Let them know how much they mean to you this holiday season.” This simple gesture will leave a lasting impression.

Script Prompt (Gift-Giver):
“To my best friend — you’ve been with me through everything this year, and I couldn’t ask for a better friend. This gift is just a small token of my appreciation.” This prompt ties into personalized gifting and makes the customer feel deeply connected to the gift-giving experience.

Pro Tip: Charge an additional $5–$10 for personalized video add-ons. It’s a great way to enhance the gift experience while adding extra value.

Week of Christmas (Dec 20–27) & New Year Momentum (Dec 28–Jan 5)

Goals

• Harvest Emotional Content: Capture authentic reactions during the holiday season for future use.
• Re-engage Post-Holiday: Build a sense of community and reflect on the season’s successes.
• Prepare for Q1 Campaigns: Set the stage for the new year by engaging customers with meaningful content and promotions.

The holiday season doesn’t end with Black Friday or Cyber Monday; it’s a time for emotional connections, community-building, and looking ahead to the new year. During the Week of Christmas, your content should focus on capturing those heartwarming moments as people open gifts and share memories. As the year wraps up, New Year Momentum should shift the focus to gratitude, community engagement, and preparing for what’s next.

Video Content Ideas

1. Reactions from Kids, Parents, Partners Opening Gifts:
   There’s nothing more emotional than watching someone open a thoughtful gift. Encourage your customers to share these moments through UGC to create authentic, emotional content.
   • Example:
     A family could film their kids unwrapping a toy they’ve been wanting all year. The joy and surprise on their faces will resonate with your audience and build an emotional connection with your brand.
2. “What I Gifted vs. What I Got” Mashups:
   Showcase the joy of gifting by sharing comparison videos of what customers gave versus what they received. These fun mashups can capture the excitement of the season.
   • Example:
     “Here’s what I got vs. what I gave — can’t wait to see their reaction!”

Script Prompt (Gift-Giver)
“Film their reaction and tag us — you might get featured!”
Encourage customers to capture their reactions and share them on social media, creating authentic content that resonates with others.

QR Code Ideas

1. Scan to Submit Your Reaction and Win Next Year’s Gift Box:
   Create a QR code that allows customers to submit their holiday reactions or gifting moments. Offer them the chance to win next year’s holiday gift box or exclusive early access to future promotions. BrandLens works perfectly well for creating campaigns like this.
   • Example:
     “We want to see your holiday moments! Scan here to submit your reaction and win a special gift box next year!” This engages customers and encourages them to interact with your brand beyond the holidays.
2. Scan for an Exclusive New Year Message or Loyalty Discount:
   After the holidays, re-engage customers with a QR code that links to an exclusive New Year message or offers a loyalty discount to show appreciation for their support throughout the year.
   • Example:
     “From all of us at [Brand Name], thank you for your support this year! Scan here to receive a special New Year discount for your next purchase.”
     This helps keep the relationship strong into the new year, fostering customer loyalty.

The holiday season offers a unique opportunity to engage with customers and drive conversions. By leveraging creative video content, UGC campaigns, and QR-powered gifting moments, you can build excitement, foster emotional connections, and increase sales from Black Friday to New Year’s. Focus on timely offers, personalization, and heartfelt content to make your brand stand out. Start planning now to create meaningful connections that extend beyond the holidays and ensure lasting customer loyalty.