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 doesn't need you. Sunday does.
Your BFCM weekend playbook comes down to two things.
Leave your automations on. At some point this November, someone on your team will suggest pausing them, just to be safe. Here's what you say. Over BFCM weekend, browse and cart abandonment flows sent 235% more messages per day than in October, and they earned more per message too: $5.40 compared to $3.94. Their single best day was Thanksgiving, at $6.37 per message. They're your highest-ROI sends of the weekend, and they do their job while you eat pie.
[VIDEO: Automations Pause, Bryan — pending]
Send on SMS Sunday, Nov 29. Black Friday is chaos, and so is Cyber Monday. The Sunday in between is the quietest day of the weekend, and last year the brands that sent anyway earned 50% more revenue per message than a normal send. Orders per message were up 20% too. Over 1,300 brands sent an SMS Sunday campaign. Those campaigns drove $21.8 million in revenue in one day, and one home and kitchen brand drove $1.2 million from a single text.
[VIDEO: Kate]
[VIDEO: Kara]
Inboxes go quiet that Sunday. Wallets don't. Your subscribers are on their couches, phones in hand, waiting for the next sale to drop. Your Cyber Monday offer, sent early, works well. So does a last-chance message for your Black Friday sale.
[VIDEO: Intervention, Part 1, Kara and Laura]
If you'd like the origin story and the traditions, we have those too.
[VIDEO: Laura, origin story]
[VIDEO: Paul, SMS Sunday traditions]
Our Support team is available by chat and email from 6am to 5pm PST, Thanksgiving through Cyber Monday.
Leave automations on and send on SMS Sunday, Nov 29. Browse and cart abandonment flows earned $5.40 per message over BFCM weekend versus $3.94 in October. Last year, SMS Sunday campaigns earned 50% more revenue per message than a normal send, and over 1,300 brands drove $21.8 million in one day.
FAQ:
What is SMS Sunday?
SMS Sunday is the Sunday between Black Friday and Cyber Monday, Nov 29 in 2026. Postscript named it in 2025 to get brands to send on the quietest day of BFCM weekend.
Should I pause SMS automations during Black Friday?
No. Over BFCM weekend, abandonment flows sent 235% more messages per day than in October and earned more per message, with Thanksgiving the best day at $6.37 per message.
Does sending SMS on Sunday of BFCM weekend work?
Yes. Last year, SMS Sunday campaigns earned 50% more revenue per message than a normal send, and one home and kitchen brand drove $1.2 million from a single text.