{"id":25198,"date":"2026-08-30T16:32:19","date_gmt":"2026-08-30T16:32:19","guid":{"rendered":"https:\/\/bonloyalty.com\/?p=25198"},"modified":"2026-09-09T14:55:54","modified_gmt":"2026-09-09T14:55:54","slug":"balance-points-discount-bfcm","status":"publish","type":"post","link":"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/balance-points-discount-bfcm\/","title":{"rendered":"How to balance loyalty points and discounts during BFCM"},"content":{"rendered":"<p class=\"wp-block-paragraph\">A 3x points multiplier sounds generous. A 20% discount sounds generous. They cost your business two completely different things, and most brands lock in both before ever comparing what each one actually costs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A discount&#8217;s cost is close to its full face value, paid immediately, on every order it touches. A points multiplier&#8217;s true cost is issued value multiplied by your redemption rate, and industry-typical redemption runs 20-40% of issued points. Run both mechanics through that same formula and a multiplier that feels bigger to the customer can end up costing a fraction of an equivalent discount.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This post walks the cost formula for each mechanic, a worked $100-order example, and a decision table for choosing 2x, 3x, or 5x points by BFCM day and customer type.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u3053\u306e\u30da\u30fc\u30b8\u306e\u5185\u5bb9<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/balance-points-discount-bfcm\/#TLDR\" >TL;DR<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/balance-points-discount-bfcm\/#Why_this_math_matters_before_you_lock_BFCM\" >Why this math matters before you lock BFCM<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/balance-points-discount-bfcm\/#What_BFCM_discount_depth_actually_costs\" >What BFCM discount depth actually costs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/balance-points-discount-bfcm\/#What_a_points_multiplier_actually_costs_the_breakage_math\" >What a points multiplier actually costs: the breakage math<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/balance-points-discount-bfcm\/#Which_costs_more_on_a_100_order_20_off_or_3x_points\" >Which costs more on a $100 order: 20% off or 3x points?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/balance-points-discount-bfcm\/#How_to_choose_between_2x_3x_and_5x_points\" >How to choose between 2x, 3x, and 5x points<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/balance-points-discount-bfcm\/#When_a_straight_discount_still_wins\" >When a straight discount still wins<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/balance-points-discount-bfcm\/#One_last_check_before_you_launch\" >One last check before you launch<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/balance-points-discount-bfcm\/#FAQ\" >FAQ<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/balance-points-discount-bfcm\/#Is_a_points_multiplier_always_cheaper_than_a_discount\" >Is a points multiplier always cheaper than a discount?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/balance-points-discount-bfcm\/#What_redemption_rate_should_I_use_if_I_dont_know_mine\" >What redemption rate should I use if I don&#8217;t know mine?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/balance-points-discount-bfcm\/#Should_I_offer_2x_3x_or_5x_points_during_BFCM\" >Should I offer 2x, 3x, or 5x points during BFCM?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/balance-points-discount-bfcm\/#Can_I_run_a_discount_and_a_points_multiplier_at_the_same_time\" >Can I run a discount and a points multiplier at the same time?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/balance-points-discount-bfcm\/#Why_not_just_skip_points_and_run_a_bigger_discount_instead\" >Why not just skip points and run a bigger discount instead?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/balance-points-discount-bfcm\/#Run_the_same_formula_before_you_lock_the_multiplier\" >Run the same formula before you lock the multiplier<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"tldr\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"TLDR\"><\/span>TL;DR<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cyber Week discounts run deep: peak discounts hit roughly 23-30% last year, nearly double early-November pricing (<a href=\"https:\/\/www.statista.com\/chart\/31318\/black-friday-discounts\/\" target=\"_blank\" rel=\"noreferrer noopener\">Adobe data via Statista<\/a>)<\/li>\n\n\n\n<li>A discount&#8217;s true cost is close to its face value, applied to 100% of qualifying orders, the moment the customer checks out<\/li>\n\n\n\n<li>A points multiplier&#8217;s true cost is issued value multiplied by redemption rate. At a typical 20-40% redemption rate, a 3x multiplier on a 1%-baseline program can cost under 1% of order value<\/li>\n\n\n\n<li>Deeper discounts don&#8217;t scale linearly: one retailer&#8217;s jump from 50% to 60% off cut sales 3% and lost money outright (<a href=\"https:\/\/www.bain.com\/insights\/curing-the-discount-disease-in-soft-goods-retail\/\" target=\"_blank\" rel=\"noreferrer noopener\">Bain<\/a>)<\/li>\n\n\n\n<li>Discounts win with new customers who have no relationship to bet a deferred reward on. Multipliers win with members you&#8217;re trying to bring back for a second order<\/li>\n<\/ul>\n\n\n\n<h2 id=\"why-this-math-matters-before-you-lock-bfcm\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_this_math_matters_before_you_lock_BFCM\"><\/span>Why this math matters before you lock BFCM<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Locking this decision in the first week of October gives you time to fix it if the numbers don&#8217;t work. Finalizing the points multiplier before November traffic hits matters because changing it mid-BFCM is a bigger operational lift than getting it right once.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">BFCM margin is already compressed by shipping, ad spend, and the discount itself. An unexamined &#8220;generous&#8221; loyalty mechanic stacked on top can quietly erase whatever margin the discount left behind.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This reframes the decision from &#8220;discount or points&#8221; into a single question: what does each mechanic cost after real customer behavior, not its sticker value. That&#8217;s the math the rest of this post gives you, and understanding <a href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/shopify-loyalty-program-cost\/\" target=\"_blank\" rel=\"noreferrer noopener\">what a loyalty program actually costs to run<\/a> is worth reading first if your program&#8217;s baseline isn&#8217;t locked yet.<\/p>\n\n\n\n<h2 id=\"what-bfcm-discount-depth-actually-costs\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_BFCM_discount_depth_actually_costs\"><\/span>What BFCM discount depth actually costs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Cyber Week discounts on electronics, toys, and apparel are forecast around 25-28% this year, in line with last year&#8217;s 23-30% range, roughly double the 12-16% discounts typical of early November (<a href=\"https:\/\/www.statista.com\/chart\/31318\/black-friday-discounts\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Adobe data via Statista<\/a>).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That depth doesn&#8217;t stop at BFCM week either. Typical retailers spend 20-50% of net sales on markdowns overall, with 5-20% of net sales going specifically to temporary promotions like BFCM (<a href=\"https:\/\/www.bain.com\/insights\/curing-the-discount-disease-in-soft-goods-retail\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Bain<\/a>).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Deeper isn&#8217;t automatically better. One US mass retailer&#8217;s jump from 50% to 60% off backfired: sales fell 3% and the move lost money outright (Bain).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">None of this is abstract for a merchant locking in a BFCM plan. A discount&#8217;s cost is close to its full percentage, paid on every order the moment the customer checks out. There&#8217;s no deferral and no partial redemption to soften it. If your program&#8217;s foundation still needs work before you get to this decision, cover that first before locking in your BFCM mechanics.<\/p>\n\n\n\n<h2 id=\"what-a-points-multiplier-actually-costs-the-breakage-math\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_a_points_multiplier_actually_costs_the_breakage_math\"><\/span>What a points multiplier actually costs: the breakage math<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This is where points multipliers are easy to misread. A 3x offer doesn\u2019t mean the promotion costs three times the order value, or even three times your normal reward cost today. It means you\u2019re issuing more reward value that customers may use on a future purchase.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For the campaign itself, use this formula:<\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><strong>Expected promotional reward value = bonus point value issued \u00d7 expected redemption rate<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The word <strong>bonus<\/strong> matters here. If your standard 1x earning rate gives customers 3% to 5% back, a 3x event issues 9% to 15% in total reward value. But customers would have earned the original 3% to 5% anyway. The promotion is only adding another 6% to 10%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Redemption is the next piece. Some of those bonus points will be used, while others will expire or remain untouched. That unused share is known as breakage. If your loyalty dashboard shows an established redemption rate, use it. If it doesn\u2019t, run several scenarios instead of borrowing one \u201ctypical\u201d industry number and hoping it fits your store.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One more thing: this formula estimates the reward value customers are likely to redeem, not the promotion\u2019s final economic impact. A discount reduces the revenue collected on the first order. Points create a future obligation, but they also give the customer a reason to place another order. That return purchase is part of the calculation too.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"954\" height=\"583\" src=\"https:\/\/bonloyalty.com\/wp-content\/uploads\/2026\/08\/bfcm-reward-math-points-vs-discount-depth-comparison.webp\" alt=\"How a BFCM discount and a points multiplier differ in face value, timing, and true cost\" class=\"wp-image-25262\" srcset=\"https:\/\/bonloyalty.com\/wp-content\/uploads\/2026\/08\/bfcm-reward-math-points-vs-discount-depth-comparison.webp 954w, https:\/\/bonloyalty.com\/wp-content\/uploads\/2026\/08\/bfcm-reward-math-points-vs-discount-depth-comparison-300x183.webp 300w, https:\/\/bonloyalty.com\/wp-content\/uploads\/2026\/08\/bfcm-reward-math-points-vs-discount-depth-comparison-768x469.webp 768w, https:\/\/bonloyalty.com\/wp-content\/uploads\/2026\/08\/bfcm-reward-math-points-vs-discount-depth-comparison-18x12.webp 18w, https:\/\/bonloyalty.com\/wp-content\/uploads\/2026\/08\/bfcm-reward-math-points-vs-discount-depth-comparison-123x75.webp 123w, https:\/\/bonloyalty.com\/wp-content\/uploads\/2026\/08\/bfcm-reward-math-points-vs-discount-depth-comparison-480x293.webp 480w\" sizes=\"(max-width:767px) 480px, (max-width:954px) 100vw, 954px\" \/><\/figure>\n\n\n\n<h2 id=\"worked-example-100-order-20-off-vs-3x-points\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Which_costs_more_on_a_100_order_20_off_or_3x_points\"><\/span>Which costs more on a $100 order: 20% off or 3x points?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s put both offers on the same $100 order.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The discount side is easy. A 20% discount removes $20 at checkout, so the store collects $80 instead of $100.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The points side needs two settings: how customers earn points and what those points are worth when redeemed. For this example, assume the standard program works like this:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Customers earn 1 point per $1 spent<\/li>\n\n\n\n<li>100 points can be redeemed for $3 off<\/li>\n\n\n\n<li>Each point is therefore worth $0.03<\/li>\n\n\n\n<li>The standard program gives 3% back in reward value<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">On a normal $100 order, the customer earns 100 points worth $3. During a 3x event, they earn 300 points worth $9. But only $6 of that value comes from the promotion. The original $3 would have been issued at the standard 1x rate anyway.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now apply an assumed 30% redemption rate:<\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><strong>$6 bonus reward value \u00d7 30% redemption = $1.80 expected redeemed bonus value<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you want to include the standard points as well, the expected redeemed value of all 300 points is $2.70. But when you\u2019re comparing the additional cost of a 3x campaign with a 20% discount, $1.80 is the more useful number.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>Mechanic<\/th><th>Face value<\/th><th>Who pays it<\/th><th>When<\/th><th>True cost<\/th><th>What it buys you<\/th><\/tr><\/thead><tbody><tr><td>20% discount<\/td><td>$20 on a $100 order<\/td><td>The business, in full<\/td><td>Immediately, at checkout<\/td><td>\u2248 $20 (100% of face value)<\/td><td>This one transaction only<\/td><\/tr><tr><td>3x points (3% baseline)<\/td><td>$9 in total points, including $6 in bonus value<\/td><td>The business, partially<\/td><td>Deferred, at redemption<\/td><td>\u2248 $1.80 (assuming 30% redemption)<\/td><td>A second purchase, if redeemed<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">On this order, the discount cost roughly 11x more than the multiplier&#8217;s breakage-adjusted cost, and the discount bought nothing beyond this one transaction, while the points cost is tied to a second visit. That 11x figure is illustrative math from this example&#8217;s own assumed inputs, not a claim about typical outcomes across merchants.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That doesn\u2019t make 3x points the right choice every time. Change the earning rule, redemption value, or redemption rate, and the result changes too. Use this example to understand the calculation, then rerun it with the settings and customer behavior from your own program.<\/p>\n\n\n\n<h2 id=\"picking-your-multiplier-a-2x3x5x-decision-table\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_choose_between_2x_3x_and_5x_points\"><\/span>How to choose between 2x, 3x, and 5x points<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">I\u2019d start with the budget, not the multiplier. A 5x offer may sound expensive, but the final number depends on how many customers can earn it, how much they\u2019re likely to spend, and how many bonus points they\u2019ll eventually redeem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">First, estimate the revenue that will qualify for the promotion. Then apply your baseline reward rate, multiplier, and expected redemption rate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, with a 3% standard reward rate and an assumed 30% redemption rate, the expected redeemed bonus value looks like this:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>Multiplier<\/th><th>Best used when<\/th><th>Suggested audience<\/th><th>Calendar tie-in<\/th><th>Guardrail<\/th><\/tr><\/thead><tbody><tr><td>2x<\/td><td>You want broad participation with lower cost per order<\/td><td>All loyalty members<\/td><td>Three to seven days<\/td><td>Forecast total eligible revenue before launch<\/td><\/tr><tr><td>3x-4x<\/td><td>You want a stronger push from a selected segment<\/td><td>Potential loyalists, At-Risk members, or selected categories<\/td><td>Black Friday, Cyber Monday<\/td><td>Exclude low-margin products and check discount stacking<\/td><\/tr><tr><td>5x<\/td><td>You need a short, attention-grabbing event<\/td><td>VIP-only or a tightly selected segment<\/td><td>Flash bonus-points hours to 1 day<\/td><td>Add a minimum spend, points cap, or product restriction<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"954\" height=\"583\" src=\"https:\/\/bonloyalty.com\/wp-content\/uploads\/2026\/08\/example-of-bonus-points-events.webp\" alt=\"Promotional graphics showing Ulta Beauty bonus points offers, including up to 4X points on all purchases and 5X points on gift sets and palettes.\" class=\"wp-image-25263\" srcset=\"https:\/\/bonloyalty.com\/wp-content\/uploads\/2026\/08\/example-of-bonus-points-events.webp 954w, https:\/\/bonloyalty.com\/wp-content\/uploads\/2026\/08\/example-of-bonus-points-events-300x183.webp 300w, https:\/\/bonloyalty.com\/wp-content\/uploads\/2026\/08\/example-of-bonus-points-events-768x469.webp 768w, https:\/\/bonloyalty.com\/wp-content\/uploads\/2026\/08\/example-of-bonus-points-events-18x12.webp 18w, https:\/\/bonloyalty.com\/wp-content\/uploads\/2026\/08\/example-of-bonus-points-events-123x75.webp 123w, https:\/\/bonloyalty.com\/wp-content\/uploads\/2026\/08\/example-of-bonus-points-events-480x293.webp 480w\" sizes=\"(max-width:767px) 480px, (max-width:954px) 100vw, 954px\" \/><figcaption class=\"wp-element-caption\"><em>Example of bonus points promotional events offering tiered multipliers up to 4X on sitewide purchases and 5X on select gift sets and palettes.<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s the part that\u2019s easy to miss: reach can matter more than the number printed on the campaign. A 2x offer sent to everyone for seven days may issue more bonus value than a 5x offer available to VIPs for six hours. And because VIPs often spend more, limiting an offer to that group doesn\u2019t automatically make it inexpensive.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The safest approach is to adjust three levers together: the multiplier, the eligible audience, and the campaign window. If you increase one, tighten at least one of the others. Then check the products involved, especially if the multiplier will run alongside a BFCM discount.<\/p>\n\n\n\n<h2 id=\"when-a-straight-discount-still-wins\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"When_a_straight_discount_still_wins\"><\/span>When a straight discount still wins<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Put yourself in the shoes of someone who has just discovered your store through a BFCM ad. A 20% discount is easy to understand. They see the saving immediately and don\u2019t have to think about what happens after this order.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A points multiplier asks for more trust. The customer has to understand the program, believe the points are worth something, and expect to shop with you again. Existing members may already see that value. A first-time visitor usually doesn\u2019t, at least not yet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That matters in a season when shoppers are actively looking for immediate savings. <a href=\"https:\/\/www.deloitte.com\/us\/en\/about\/press-room\/deloitte-holiday-spending-declines-amid-economic-uncertainty.html\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Deloitte\u2019s 2025 Holiday Retail Survey<\/a> found that 89% of surveyed shoppers planned to seek deals, while seven in ten expected to use at least three different value-seeking behaviors. Millennials were the most deal-focused generation, with 95% planning to look for offers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The discount wins the first order. The points multiplier is better placed to encourage the next one. See <a href=\"https:\/\/bonloyalty.com\/ja\/blog\/attracting-new-customers-bfcm\/\" target=\"_blank\" rel=\"noreferrer noopener\">how to bring new BFCM customers into your loyalty program<\/a> for what should happen between those two moments. <\/p>\n\n\n\n<h2 id=\"stacking-both-without-doubling-your-cost\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"One_last_check_before_you_launch\"><\/span>One last check before you launch<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re planning to run both offers, I\u2019d do one thing before launch: place an order yourself. Add a $100 product to the cart, apply the BFCM discount, and see exactly how many points the order earns. If members can also redeem an existing reward, test that too. One checkout will tell you more than two separate campaign forecasts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once you see the actual numbers together, the decision usually gets easier. Maybe both offers fit comfortably. Maybe the multiplier needs a smaller audience or a shorter window. Either way, it\u2019s better to find out now than after thousands of BFCM orders have gone through.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Good luck with BFCM. I hope you have the traffic shows up, the numbers hold, and plenty of those November shoppers come back in January.<\/p>\n\n\n\n<h2 id=\"faq\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"FAQ\"><\/span>FAQ<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 id=\"faq-is-a-points-multiplier-always-cheaper-than-a-discount\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Is_a_points_multiplier_always_cheaper_than_a_discount\"><\/span>Is a points multiplier always cheaper than a discount?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Not always. It depends on your redemption rate and how big the multiplier is. The formula in this post, issued value multiplied by redemption rate, is what tells you. Run your own numbers rather than assuming either mechanic is automatically cheaper.<\/p>\n\n\n\n<h3 id=\"faq-what-redemption-rate-should-i-use-if-i-dont-know-mine\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_redemption_rate_should_I_use_if_I_dont_know_mine\"><\/span>What redemption rate should I use if I don&#8217;t know mine?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Industry-typical redemption runs 20-40% of issued points. If your loyalty app reports your actual historical rate, use that instead. It will be more accurate than any general range.<\/p>\n\n\n\n<h3 id=\"faq-should-i-offer-2x-3x-or-5x-points-during-bfcm\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Should_I_offer_2x_3x_or_5x_points_during_BFCM\"><\/span>Should I offer 2x, 3x, or 5x points during BFCM?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">It depends on the window and audience. Broader, longer BFCM-week promotions tend to use smaller multipliers like 2x. The main public sale days often use 3x. Short VIP-only or flash windows can support 5x because the exposure is limited.<\/p>\n\n\n\n<h3 id=\"faq-can-i-run-a-discount-and-a-points-multiplier-at-the-same-time\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Can_I_run_a_discount_and_a_points_multiplier_at_the_same_time\"><\/span>Can I run a discount and a points multiplier at the same time?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Yes, most BFCM plans do: a public discount for new customers plus a points multiplier for members. Calculate the multiplier&#8217;s cost against the post-discount order value, not the original price, so the combined cost doesn&#8217;t get understated.<\/p>\n\n\n\n<h3 id=\"faq-why-not-just-skip-points-and-run-a-bigger-discount-instead\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_not_just_skip_points_and_run_a_bigger_discount_instead\"><\/span>Why not just skip points and run a bigger discount instead?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A discount converts once and stops. A points multiplier&#8217;s cost only materializes on a return visit, which means part of what it costs is actually buying you a second purchase, something a one-time discount doesn&#8217;t do.<\/p>\n\n\n\n<h2 id=\"run-the-same-formula-before-you-lock-the-multiplier\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Run_the_same_formula_before_you_lock_the_multiplier\"><\/span>Run the same formula before you lock the multiplier<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Points and discounts both feel generous when you&#8217;re picking numbers in a planning meeting. The only way to know which one is actually generous with your margin is to run both through the same formula, face value against redemption behavior, not against each other&#8217;s marketing copy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Do that math before you lock the multiplier, not after Black Friday.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P.S. BON&#8217;s dashboard shows your actual redemption rate, so you can swap this post&#8217;s 20-40% assumption for your own real number before you finalize your BFCM multiplier.<\/p>","protected":false},"excerpt":{"rendered":"<p>The formula for comparing a BFCM points multiplier to a discount, with a worked example, a 2x\/3x\/5x decision table, and the true breakage-adjusted cost.<\/p>","protected":false},"author":26,"featured_media":25264,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[528],"tags":[],"class_list":["post-25198","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-loyalty-strategy"],"acf":[],"_links":{"self":[{"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/posts\/25198","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/comments?post=25198"}],"version-history":[{"count":5,"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/posts\/25198\/revisions"}],"predecessor-version":[{"id":25273,"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/posts\/25198\/revisions\/25273"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/media\/25264"}],"wp:attachment":[{"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/media?parent=25198"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/categories?post=25198"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/tags?post=25198"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}