It’s that time of year again!
The dreaded Black Friday, a nightmare for some and the biggest opportunity of the year for others.
It may have changed a lot since it first originated in the US but it has become more impactful than ever.
In fact, in 2022, the UK market alone spent a record sum of £9.42 billion with the majority of this being spent online!
Gone are the days with mile-long queues and tug-of-wars over toasters I would see on TV. Now, the majority of business is conducted online, begging the question “How can I win Black Friday?”.
With offers becoming more competitive than ever, the balance between profitability and promotion is becoming more difficult to understand.
Not only that, trying to stand out among a sea of adverts and websites can feel like a never-ending headache.
Well, there is no on-size-fits-all solution to “winning Black Friday”. However, having a clear plan in mind is the key to seeing success.
It’s as they say “Perfect Preparation Prevents P*** Poor Performance”.
Or
“Fail To Prepare, Prepare To Fail”
Point is, if you haven’t already thought about your Black Friday plans, you NEED to start now.
And what better way to get ideas than with our top 18 proven marketing strategies for Black Friday.
Initial Preparations
1. Set Clear Goals
Before even thinking about what sales you are running, the most important thing is to set clear goals.
If you’re going to be running Black Friday promotions, not knowing what you want to achieve will put you on the back foot from the beginning.
The amount of advertisers I have seen going in with the mindset of “I want as many sales as possible” is staggering.
Make sure the goals you set are specific and realistic so you don’t set yourself up for disappointment.
Take the time to understand your customers and your industry in order to create this list of attainable goals.
2. Audit Product Pages
Source: Fireworks Crazy
When it comes to Black Friday, it’s crucial to prepare your website for the surge in traffic by giving your product pages a thorough audit and optimising them accordingly.
According to LinkedIn, customers depend significantly on product pages to make well-informed purchasing choices.
Start by making sure your product descriptions and images are up-to-date and are engaging to improve your chance of making converting.
Don’t forget about the technical side, too.
Most customers will be browsing on their phones, so it’s vital that your pages are mobile-friendly and load quickly.
You can check this using Google’s PageSpeed Insights, as seen below:
Just think of the amount of times you’ve given up on a website due to it being slow or clunky to use.
Don’t let that be you.
Furthermore, optimising your product pages isn’t just about the immediate sales boost; it also pays off in the long run.
Well-optimised pages improve your search engine rankings, driving more organic website traffic.
So, by the time the big day arrives, you’ll be ready to welcome visitors with pages that are not only engaging, but also smooth and fast, giving them every reason to shop with you.
3. Optimise for Mobile First
Source: Mermaids Swimwear
Building off of the previous point, it’s not only your product pages that need to be mobile friendly, its your whole website.
Recent data from the Datareportal Global Overview reveals that 97.6% of internet users aged 16-24 own a smartphone, underscoring the critical role of mobile devices in internet access.
A striking 98.1% are accessing the internet via their phones, highlighting the growing dominance of smartphones.
While we all like to think we’re not part of the statistic, it’s clear that they have become one of the most important things in our lives.
Recent stats suggest that with mobile shopping becoming increasingly popular, ensuring that your online store is mobile-friendly is more important than ever.
Make “mobile-first” your mantra by implementing a responsive design that adapts seamlessly to any screen size.
Optimise your images so they load quickly and keep your site running smoothly.
Simplify your navigation to make it easy for users to find what they’re looking for without unnecessary clicks or confusion.
If it takes them more than 3 clicks to get to where they want, chances are it’s not well optimised.
4. Simplify Your Checkout
If you really want to make the most of the Black Friday period, an absolute must is making your checkout as simple as possible.
You would be surprised by how many people leave during the cart/checkout process.
Almost 70% of shoppers abandon their purchases due to a variety of reasons, including delivery times, hidden costs etc.
Here are some ideas to simplify your checkout process:
- Offer a guest checkout option to avoid forcing customers to create an account if they don’t want to (if you haven’t already).
- Offer a guest checkout option to avoid forcing customers to create an account if they don’t want to (if you haven’t already).
- Reduce the number of steps needed to complete a purchase to keep things quick and hassle-free.
- Reduce the number of steps needed to complete a purchase to keep things quick and hassle-free.
- Expand your payment options to include popular “buy now, pay later” services like Klarna, Clearpay, and others. These options give customers the flexibility to spread out their payments, making it easier for them to commit to larger purchases without financial strain.
- Expand your payment options to include popular “buy now, pay later” services like Klarna, Clearpay, and others. These options give customers the flexibility to spread out their payments, making it easier for them to commit to larger purchases without financial strain.
- Additionally, integrating one-click payment methods like PayPal or Apple Pay can further speed up the transaction process.
Here’s an example of a great checkout page from Etsy:
By offering a range of convenient and flexible payment methods, you’ll cater to different customer preferences, reduce cart abandonment, and increase your overall conversion rates.
5. Prepare for Returns and Exchanges
With more visitors, comes more sales, comes more requests for refunds.
Of course, we all would like to avoid this, but it is somewhat inevitable.
According to CBRE, one in three online purchases are returned, and this is only increased during periods like Black Friday,
To handle this smoothly, make sure you…
- Be upfront and clear about your shipping and returns policy before customers make a purchase.
- Make sure your policy is easy to understand and customer-friendly. For example, in the UK, where consumer protection laws are stringent, having a straightforward and hassle-free return process is essential.
- Clearly communicate your return policy on your website and during the checkout process to avoid any surprises.
A clear shipping and return process helps customers feel more confident about their purchases, knowing they have the option to return or exchange items.
Black Friday Marketing Strategies
6. Provide Early Access For Email Subscribers
Email marketing remains one of the most personal and effective ways to connect with your customers, especially during the busy Black Friday season.
But to really make an impact, you should begin building your email list well before Black Friday rolls around.
But how do I do that? You may wonder.
Well, here are some of the better ideas I’ve seen used:
- Offer downloadable free resources – for example, if you sell clothing, you could provide a useful guide based on current fashion trends.
- Offer downloadable free resources – for example, if you sell clothing, you could provide a useful guide based on current fashion trends.
- Give them something special – like a one-time discount on their first purchase. This can be seen as a short-term loss for a long-term gain.
Source: Geoghegans
- As Black Friday approaches, create an “early access” campaign.
You can do this by creating a pop-up on your website or you can have a dedicated page that you point people towards through paid advertising.
This would require them to sign up to get early access to your Black Friday deals.
Then you could send out a unique coupon that gets sent to only those who signed up (maybe 24-48 hours before the actual deal begins).
The messaging for this campaign can be adjusted as time progresses, providing even more urgency as it gets closer to the sale date.
Source: HUM nutrition
Once you’ve got people on your list, don’t just blast out generic messages.
This is where Customer Relationship Management (CRM) software comes in handy.
It allows you to manage your contacts and segment your list, so you can tailor your emails to different customer groups.
For example, you could target one group with a reminder about a specific products they’ve shown interest in before.
The goal here is to make sure that by the time Black Friday hits, your emails aren’t just landing in inboxes—they’re landing in front of people who are already excited about what you have to offer.
7. Create FOMO with Hourly Deals
Fear of Missing Out (FOMO) is a powerful force, especially around Black Friday when everyone’s on the lookout for the best deals.
You can tap into this by creating a sense of urgency that drives shoppers to act fast.
- Hourly Deals
One way to do this is by offering hourly deals or limited-time offers that change throughout the day.
It adds a bit of excitement and keeps customers checking back to see what’s new.
If you find it difficult to maintain hourly offers, you could always make it every 3-4 hours, or even daily.
Image Source: Christopher Cloos
- Countdown Timers
Adding countdown timers to your site is another great way to ramp up the urgency.
When people see that a deal is about to expire, they’re more likely to make a quick decision, fearing they might miss out if they hesitate.
This not only encourages immediate purchases but also keeps customers engaged and coming back throughout the day to see what other deals they might catch.
By creating this dynamic shopping experience, you’re not just driving sales—
You’re also increasing the chances of repeat business as customers associate your brand with that thrilling, can’t-miss-out feeling.
Image Source: Blue Apron
By creating this dynamic shopping experience, you’re not just driving sales—
You’re also increasing the chances of repeat business as customers associate your brand with that thrilling, can’t-miss-out feeling.
8. Run Multiple Offers and Discounts
To really capture the attention of different customers, it’s important to run a variety of offers and discounts that appeal to different preferences.
Think beyond a one-size-fits-all approach.
You could try offering tiered discounts, where the savings get bigger as the customer spends more, or a percentage off a customers first order.
For example, “Spend £50 and get 10% off, spend £100 and get 20% off”—this encourages people to add more to their carts, boosting your overall sales.
Image Source: Valerie Confections
Another great idea is to create exclusive deals just for first-time buyers.
This not only draws in new customers but also gives them an incentive to try your brand for the first time.
Source: Mermaids Swimwear
On top of that, consider running classic promotions like “buy one get one free” or percentage discounts on specific categories.
Customers are familiar with these types of promotions and there is rarely any difficult criteria that needs to be met to receive it.
Image Source: Subway
By offering a mix of promotions, you’re widening your appeal and encouraging more people to shop, whether they’re loyal customers or newcomers.
9. Go Big on Ads
Digital marketing plays a crucial role in making your Black Friday campaign a success.
To really stand out, it’s worth investing in a comprehensive digital strategy that covers all the major platforms like Google Ads, Facebook, and Instagram.
Google and Meta ads especially can be a powerhouse for driving traffic when you use awareness-focused campaigns and e-commerce promotions to showcase your best deals.
These ads can help you reach a wide audience and put your top offers front and centre when people are actively searching for bargains.
Image Source: Billie
But don’t stop there—retargeting ads are just as important.
These ads are like gentle reminders for those who’ve visited your site before but didn’t quite make a purchase.
By bringing them back with targeted ads, you can nudge them to complete their purchase, driving more traffic and conversions in the process.
A well-rounded digital strategy like this doesn’t just get your brand noticed—it turns curious browsers into loyal customers, making your Black Friday campaign a true success.
10. Offer Bundle Deals and Discounts
Bundling products is a smart strategy to boost your average order value.
When you group related products together and offer them at a discounted rate, it’s a win-win: customers feel like they’re getting a better deal, and you’re able to move more products.
For example, imagine bundling a keyboard with a matching mouse or essential software and offering it at a reduced price, as seen below:
Image Source: Amazon
Convenient, right?
Not only does this make the package more appealing to shoppers, but it also helps you clear out slower-moving stock that might otherwise sit on the shelves.
By offering bundles, you’re giving customers more reasons to buy multiple items at once, which naturally increases their total spend.
Plus, they walk away feeling like they’ve scored a fantastic deal—something that keeps them coming back to your brand for more.
11. Give Customers Boosted Loyalty Deals
Show your existing customers some love this by offering them exclusive rewards that make them feel valued.
One way to do this is by giving them early access to sales or additional discounts before the general public.
This could be improved even further based on how long they’ve been a customer or how much they’ve spent with you.
It’s a great way to make them feel special and appreciated.
Source: FreshBooks
Personalised offers can also make a big impact.
Tailor your deals based on what your customers have bought before, so they receive offers that are relevant to their interests.
For example, you could give your loyal customers a special discount or even a free gift with their purchase.
These personalised touches don’t just boost immediate sales; they also build long-term loyalty.
When customers feel like they’re getting special treatment, they’re more likely to return and shop with you again in the future.
12. Offer Conditional Free Shipping
I hate to admit it, but seeing that “FREE shipping” appear on a website or promotion tends to catch my attention—even if the product costs more.
It goes without saying that free shipping is a huge incentive for shoppers, so use it to your advantage this Black Friday.
To encourage customers to spend more, offer free shipping on orders over a certain amount—like £50 or £100.
This strategy not only helps boost your average order value but also tackles the issue of cart abandonment, which often happens when shipping costs are too high.
Source: Optimonk
12. Send Abandoned Cart Reminders
Don’t let potential sales slip away—recover them with effective abandoned cart reminders.
Cart abandonment is quite common, I know first-hand that I’ve used carts as a “wish-list” in the past, leaving items that I can’t buy now but might buy later.
By using timely and well-crafted reminders, you can bring those customers back to complete their purchase.
When sending these reminders, include a sense of urgency with limited-time discounts or a note that the products left in their cart are running low.
Source: Casper
This creates a compelling reason for them to act quickly.
Make these reminders even more impactful by personalising them with details of the specific items they were considering.
By highlighting the exact products they left behind, you make it easier for them to complete their purchase without having to search for those items again.
Personal touches like these not only boost the likelihood of closing the sale but also enhance the overall shopping experience, making your brand stand out in a crowded marketplace.
13. Run a Black Friday Social Media Campaign
Source: The Shoe Parlour
Social media is more than just a tool, it’s a way of life… that has become more and more true with each passing day.
But seriously, if there is one benefit to people being glued to their phones these days, it’s that it makes social media your secret weapon.
To make the most of it, create a comprehensive campaign across platforms like Instagram, Facebook, TikTok & Twitter.
- Start building excitement in the weeks leading up to Black Friday, so your audience knows what to expect and looks forward to it.
- As the big day approaches, keep the momentum going with real-time updates and surprise flash deals.This will keep your audience engaged and remind them to check back often for the latest offers.
- Make your social media presence more interactive by using polls, live streams, or contests.
These interactive elements not only boost visibility but also create buzz around your deals.
Just make sure you don’t make your social media creatives in 5 minutes with basic templates and AI text.
If it’s something that they’ve already seen elsewhere, what’s the point?
Tailor it to your target audience and more importantly, make it unique.
14. Partner with Influencers for Promotions
If there’s one thing that prevents people purchasing online, it’s trust.
Influencer marketing can be perfect for this. After all, why wouldn’t you take the advice of someone who’s opinion you value?
It’s absolutely a game-changer.
Teaming up with influencers who have a strong following in your target market allows you to tap into their established reach.
These influencers can create genuine, relatable content that speaks directly to their audience, making your deals feel more authentic and enticing.
Source: TikTok @sopheallen
To make the most of these partnerships, offer influencers exclusive discount codes or early access to your deals.
This not only gives their followers something special to look forward to, but also boosts your credibility and extends your reach.
When influencers share your offers with their engaged audience, it drives more traffic to your site and increases the chances of conversions.
It’s a win-win, that leverages their influence to amplify your Black Friday campaign.
15. Provide Great Customer Service
- Ensure your team is well-trained to provide quick and helpful responses across all channels, including email, live chat, and social media channels too. Exceptional customer service can set you apart from competitors and foster repeat business.
- To manage the high demand, consider extending your customer service hours or bringing in temporary staff.
After Black Friday
16. Follow Up with Post Sale Email Marketing
Did you know that it can cost up to five times more to attract a new customer?
After Black Friday, don’t miss the chance to connect with your customers through post-sale email marketing.
Start by sending a heartfelt thank you note for their purchase—it may be a simple gesture, but it shows that you appreciate their business.
Use this opportunity to offer them incentives for future purchases, such as a discount on their next order.
This not only encourages repeat business but also strengthens your relationship with them.
17. Analyse and Learn from Black Friday Data
Source: Google Ads
After Black Friday, take some time to dive into your campaign data to see what hit the mark and what didn’t.
Use analytics tools to evaluate the performance of your efforts across email marketing, social media, and paid ads.
Look closely at key metrics like:
- Conversion rates
- Average order value
- Customer acquisition costs
- Return on Ad Spend (ROAS)
- Best converting products
These figures will provide valuable insights into what marketing strategies worked well and where there’s room for improvement.
Understanding how customers responded to your campaigns through this data will help you refine your approach for future promotions.
18. Don’t Forget Cyber Monday and Beyond
Don’t let the momentum from Black Friday fizzle out—Cyber Monday and the rest of the holiday season are right around the corner.
Cyber Monday has become a major shopping event in its own right, so it’s a great opportunity to continue capitalising on the buzz.
Why not plan a follow-up campaign to keep the excitement going?
This could include additional deals, extended promotions, or even special holiday offers.
By building on the success of Black Friday, you can keep consumer interest and drive sales through the rest of the year.
Keeping the energy high and offering enticing promotions will help you maximise sales and end the year on a strong note.
Staying proactive and engaging with your target audience throughout this busy period ensures you make the most of every opportunity and finish the year with a flourish.
Start Your Black Friday Marketing Blueprint
Black Friday isn’t just about quick sales—
It’s about building long-term customer relationships and sustainable growth.
Every customer interaction during this period will shape their loyalty and perception of your brand beyond the holiday season.
Don’t miss this opportunity, commit to your chosen strategies and keep refining them.
I hope this helped you prepare your Black Friday plan of action.
Meet The Author
Joe Turbin
Lead Digital Marketer
Need help executing your Black Friday marketing strategies?
