Laura is the Senior Content Marketing Manager at Postscript. She has spent the past decade working in ecommerce. When she isn't writing about her favorite topic (marketing) or listening to podcasts about her other favorite topic (ecommerce), she's hanging out with her two sons on an island off the coast of Maine.
Cyber Monday's over. Your best month isn't.
Every year after Cyber Monday, brands do the same thing. They take a nap.
[VIDEO: Keep Sending, Kara]
Here's what the nap costs. Brands that cut their December sending to under half of November's volume saw median revenue drop 60%. Brands that held steady were down 20%. Brands that sent more than in November grew 14%. December earns 13% more per message than October; it's one of the best months of the year.
First, reset one setting. Turn Brand Center urgency and offer frequency back to normal, and if you cloned your Infinity Testing flows for BFCM, reactivate the originals.
Then don't wait until next week. Send tomorrow. Last year, the Wednesday and Thursday after Cyber Monday had the highest click-through of BFCM week (3.2% and 3.0%, higher than Black Friday) and the lowest earnings per message ($0.18 and $0.16). Shoppers came back for more and most brands had nothing left to serve. Gift buyers in particular showed up midweek: the Single Stop Gifts persona went from roughly 2% click-through over the weekend to 3.8% on Wednesday.
We're calling those two days Second Helpings. Send one real offer on Wednesday, framed as an extension ("it's back for 48 hours"), not "last chance," because last chance is what everyone already sent on Monday. A sale-extension code just for SMS subscribers works well, and Shopper can follow up with everyone who engaged with your sale but didn't buy.
Then keep going. Plan for 8 to 11 sends per subscriber in December. Revenue per subscriber was 74% higher at 11 sends than at 5, and unsubscribes dropped almost by half.
[VIDEO: Intervention, Part 2, Kara and Laura]
What worked last December, based on the top 15 campaigns by orders per message: 10 were product launches, restocks or collabs; 9 used deadline language like "last call" or "ends tonight"; 11 went to VIPs or other high-intent segments, though the single biggest earner was a full-list send. A drop, a deadline, and people who already want it.
Keep sending after Cyber Monday. Brands that cut December volume to under half of November saw median revenue fall 60%; brands that sent more grew 14%. Start Wednesday, Dec 2: the two days after Cyber Monday had the highest click-through of BFCM week and the lowest revenue per message, which means shoppers were still buying and brands had stopped offering.
FAQ:
What is Second Helpings?
Second Helpings is the Wednesday and Thursday after Cyber Monday, Dec 2 and 3 in 2026. Postscript named the two days after its benchmarks showed click-through rebounded to 3.2% while earnings per message fell to $0.16.
Should I keep sending SMS in December?
Yes. December earns 13% more per message than October. Plan 8 to 11 sends per subscriber; revenue per subscriber was 74% higher at 11 sends than at 5, and unsubscribes dropped almost by half.
What should I send the day after Cyber Monday?
One real offer framed as an extension, such as a sale-extension code for SMS subscribers, rather than a last-chance message. Gift shoppers' click-through nearly doubled midweek.
What did the best December SMS campaigns have in common? Of the top 15 by orders per message, 10 were drops or restocks, 9 used deadline language, and 11 targeted VIP or high-intent segments.