Bundling is one of the highest-impact strategies available to CPG brands during Black Friday/Cyber Monday (BFCM), and it's often underused. Last holiday season, brands using bundles saw average order value (AOV) increases of 20% to 30% or more. Bundling doesn't just grow cart size. It cuts through decision fatigue, making the path to purchase easier and more rewarding.

During BFCM, when shoppers are met with more choices than they have time to weigh, bundles do the deciding for them. Because your site operates as your brand's digital flagship, how bundles are designed and surfaced online shapes conversion, loyalty, and long-term growth well past Cyber Week.

Why Bundling Works

Bundles do more than increase average order value (AOV). They reduce choice overload, highlight natural product pairings, and create gift-ready options without extra effort from the shopper.

• Package complementary products to increase AOV
• Simplify buying decisions with pre-set gift options
• Encourage repeat orders with subscription or refill bundles

Tips for Making It Work

The best bundles feel like a natural extension of the shopping journey, not an afterthought bolted onto checkout.

• Offer both curated bundles (ready-made) and custom bundles (build-your-own)
• Use clear pricing and savings callouts to reinforce the value of buying together
• Power flexibility with tools like Rebuy or Bold, without sacrificing site speed

BFCM Bundling Plays

A few quick wins make bundles hard to miss during the holiday rush.

• Promote bundles on your homepage and in navigation
• Add bundle-only perks like free shipping or exclusive discounts
• Spotlight bundles in gift guides, email, and paid campaigns
• Launch limited-edition holiday bundles to drive urgency

Case Study Spotlight

Llama Naturals Builds Family-Friendly Bundles

For Llama Naturals, we designed a bundle builder that let families mix and match vitamins for adults and kids in a single order. The flexible experience simplified shopping, encouraged bigger carts, and put the full product line in front of shoppers during peak moments.

Anthony's Goods Builds Recipe-Ready Bundles

For Anthony's Goods, we created recipe-driven bundles that combined pantry staples into ready-to-use sets. This gave shoppers a faster path to a decision, encouraged product discovery, and lifted cart value during seasonal peaks like BFCM.

Bundling Is a Site Experience Problem, Not Just a Merchandising One

A bundle builder that's slow, confusing, or hard to use on mobile will cost you the AOV lift you're counting on. Whether your bundling strategy actually converts depends as much on the site experience as it does on the offer itself. Val Geisler, our Director of Strategy, and Christine Carforo, our Director of Design, looks at exactly this during our live UX teardowns ahead of the BFCM code freeze. Submit your site for consideration, and non-finalists remain eligible for a discounted UX Audit and BFCM Roadmap.

Submissions close September 16th. Submit your site for a teardown.

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