Food & Beverage BFCM: Creating Compelling Product Bundling for Gift-Giving

Black Friday Cyber Monday (BFCM) is a critical time to introduce new customers to your brand with amazing discounts and deals. The food and beverage industry is no exception—in fact, BFCM has become an opportunity for customers to branch out and step away from their tried-and-true favorites to explore other products.

As online shopping continues to increase in popularity, consumers have developed a deeper trust in all kinds of products available online—including food and beverage. With a significantly wider reach online, food and beverage companies are no longer limited by distributing to physical stores in order to sell their product. This expanded reach is forecasted to lead to a 22 percent increase from $69 billion in 2023 to $85 billion in 2024.

With online food and beverage sales becoming more commonplace, the industry is now clamoring for e-commerce marketing strategies, particularly around BFCM.

The Power of Product Bundling for BFCM

One e-commerce marketing tactic is particularly poised to help the food and beverage industry boost sales and benefit both the business and consumers: product bundling. Not only can consumers reduce their out-of-pocket shipping costs and branch out from their standard fare with cross-sell offerings, but businesses can reduce marketing and distribution costs, cut down on packaging materials, and drive an increase in average order value.

Particularly when paired with discounts during a Black Friday Cyber Monday marketing strategy, product bundling can drive massive increases in revenue for businesses in the food and beverage industry. Customers are more likely to try out new products at a discount, and the cross-sell opportunities coupled with discounts and decreases in packaging as mentioned above provide a great opportunity for exposure to new products and brands to create lasting customer relationships.

E-Commerce Food Trends Influencing Product Bundling

The online retail industry has found an opportunity with product bundling, and the e-commerce food and beverage industry is leveling bundles as an opportunity to drive gift-giving during the holiday season. Unique bundles with a variety of options at a reduced price is a great marketing tactic to expose customers to a variety of offerings—and during Black Friday Cyber Monday, it’s a great way to create new, long-lasting relationships with first-time buyers and keep existing customers engaged.

E-commerce food trends play a heavy role in influencing bundling strategies for BFCM.  Let’s explore a few product bundling options that can help maximize conversion during major sales.

Subscription Boxes

Subscription boxes are inherently a product bundle. Offering a discount on a customer’s first order during Black Friday Cyber Monday offers an opportunity to drive recurring revenue. 

Healthy Options

A common deterrent to exploring healthy food options is cost. Offering a variety of healthy snacking options in a single package at a reduced cost is a fantastic method to turn customers toward products that they otherwise wouldn’t try. 

Exotic Ingredients

When it comes to adventurous options, many consumers won’t make a purchase out of fear of not liking the product. Incentivizing customers with discounted product bundling that features exotic ingredients can drive conversion for products that are often passed by for more comfortable offerings. 

Food Pairings and Cross-Sells

Another effective e-commerce food trend is offering popular items with a less expensive or less-known product. This is a great strategy for complementary food products, a variety of flavors, or a more expensive item with a less costly pairing.

Quantity Bundles

The food and beverage industry has a particularly unique opportunity for repeat purchases given that its products are consumable. With quantity bundles, customers can stock up on their favorite products in bulk at a discount—and an even heavier discount during BFCM.

Create Compelling Food and Beverage Bundles for Gift-Giving

A major draw for Black Friday and Cyber Monday deals every year is the upcoming holiday season—shoppers keep an eye out for opportunities to wrap up their gift shopping for loved ones ahead of time. Crafting exciting product bundles with a pre-holiday focus and for a variety of audiences, dietary needs, and values can help drive conversion significantly.

Cater to Your Target Audience

Product bundling can be incredibly effective when targeting a specific audience. From stocking stuffers for smaller bundles to quantity discounts for corporate gifts—offering a variety of product bundles can help capture a much wider audience, particularly during the holiday season.

Create Curated Bundles

This type of product bundling is particularly effective in the e-commerce food and beverage industry. With food and beverages that cater to different dietary needs (e.g., keto or gluten-free) becoming more widespread, offering specific bundles creates an excellent opportunity for gift-giving for those with limited options. 

Offer Variety and Value

This falls into the cross-sell category noted above—and during the holiday push, this e-commerce food trend is a great way to maximize conversion. Offering a variety of options allows customers to branch out from their usual food and beverage options, particularly if something new to them is heavily discounted for BFCM.

Introduce Premium Packaging

Festive packaging is an effective way to offer premium, holiday-focused product bundling. 

BFCM Marketing Strategies for Food & Beverage Bundles

Creating compelling content before, during, and even after BFCM will help build awareness, bring in customers, and keep them retained long after the sale. Here are a few key points to keep in mind when it comes to content around product bundles for the holiday.

Eye-Catching Product Images

Use high-quality imagery that showcases the bundled products in an appetizing way. Include images of the products in their packaging as well as in use.

Descriptive Copy

A compelling description that highlights the value and discount amount of each product bundle—as well as a gifting narrative, if appropriate—doesn’t just help drive conversion. With SEO elements in mind, you can increase your reach with each product page. 

Limited-Time Offers and Promotions

Creating urgency with limited-time bundles—on top of BFCM discounts—can encourage purchases. Bundling seasonal food and beverage options is another excellent way to create incentive to purchase.

Maximize Your Product Bundling Strategy For BFCM

When you implement a comprehensive marketing strategy based on e-commerce food trends before BFCM with a focus on product bundling, you’ll create opportunities to maximize your reach before your sale even starts and drive conversion throughout the holiday season. Our BFCM playbook is a great place to start—we cover top-tier e-commerce tools and strategies to make the most of your holiday sales.