Black Friday E-commerce Strategy: 3 Checklists, 15 Ideas & Hacks
Black Friday, it's the ultimate opportunity for e-commerce sales — a make-or-break event that can propel your business into its best quarter yet.
As an e-commerce store owner or online marketing manager, you’re likely gearing up to maximize your returns during this crucial period. But, are you fully prepared?
This guide walks you through a complete Black Friday marketing strategy, featuring:
✓ 3 comprehensive checklists and
✓ 15 actionable ideas and hacks to help you increase your sales goals.
Whether you're just starting to plan or you’re in the final stages, this post covers everything you need to know.
- When is Black Friday 2024?
- 15 Black Friday Tips for E-commerce Shop Owners
- Black Friday Checklists
- 60-Day Checklist
- 30-Day Checklist
- 7-Day Checklist
- Which Black Friday Deals Are Best for Your E-commerce Shop?
- Are Black Friday Deals Better Than Cyber Monday?
- Where is Black Friday Most Popular?
- Why Do Stores Set Up for Black Friday?
- Fun Fact: Why is it Called Black Friday?
- How to Leverage AI to Boost Your Black Friday Sales
When is Black Friday 2024?
Black Friday 2024 falls on November 29th.
Mark this date because it's more than just a day — it’s a sales marathon that can define your entire year. Preparation is key, and knowing the exact date helps you plan down to the minute.
Cyber Monday 2024 falls on December 2nd.
The Monday following Black Friday, Don’t overlook it—consumers are still eager to shop, and it's a perfect chance to capture additional revenue after the Black Friday rush."
15 Black Friday Tips for E-commerce Shop Owners
1. Start Early
Begin your Black Friday campaign planning at least three months in advance. Early preparation allows you to:
- Test your systems,
- Plan your inventory, and
- Optimise your Black Friday marketing strategy and ads.
2. Offer Exclusive Deals
- Create deals that are too good to pass up.
- Consider bundle offers, buy-one-get-one (BOGO) deals, or
- Exclusive products only available on Black Friday.
Example: Best Buy begins its Black Friday preparations months in advance, launching pre-Black Friday deals for members as early as October. This allows them to manage inventory better, spread out customer demand, and maximize sales throughout the season.
Tip: Download our Discount Model to calculate COGS, Gross Profit, Gross Margin, Contribution Margin and more.
3. Leverage Social Proof
- Utilise testimonials, reviews, and user-generated content to build trust and create a sense of urgency.
- Show potential customers that others are already taking advantage of your deals.
- Google Reviews are integrated into Google Merchant Center, allowing businesses to showcase customer reviews directly in their listings on Google Shopping, search results, and other Google services.
Example: Glossier uses social proof effectively by showcasing real customer reviews and photos on their product pages and social media during Black Friday. This strategy has helped them create trust and significantly boost conversions.
4. Optimise for Mobile
Ensure your website is mobile-friendly, as a significant portion of Black Friday traffic comes from smartphones.
5. Retarget Abandoned Carts & Checkouts
Implement retargeting strategies for customers who abandon their carts or checkouts, by offering discounts if they return to complete their purchase.
💡 Our tool Pulse identifies more visitors to retarget across channels with more relevant ads like previously viewed products that were added to cart.
6. Utilise Email Marketing
Segment your email list to send targeted campaigns leading up to and on Black Friday. Early bird offers and countdown emails can drive significant traffic. VIP offers can entice previous purchasers.
Example: Brooklinen segments its email list to send targeted Black Friday campaigns. VIP customers receive early access to deals, while general subscribers get timed offers. This personalisation boosts engagement and conversion rates.
7. Enhance Website Speed
Load time is crucial. A slow site can turn potential buyers away. Consider using a Content Delivery Network (CDN) to boost site speed.
Example: Shopify merchants use built-in tools like Shopify’s CDN to optimise website load times during Black Friday. For example, Gymshark reduced its site’s load time by 30%, which led to a smoother user experience and increased sales.
8. Focus on SEO
Optimise your site for Black Friday-related keywords to capture organic traffic and search intent for ads. Ensure your meta descriptions and product pages are optimised for search engines.
9. Create a Sense of Urgency
Use countdown timers and limited-time offers to create a sense of urgency. Shoppers are more likely to purchase when they feel time is running out.
Example: Target uses countdown timers on their Black Friday deal pages, indicating how much time is left before a sale ends. This creates a sense of urgency, pushing customers to make quicker purchasing decisions.
10. Run Flash Sales
Introduce flash sales throughout Black Friday, offering deep discounts for limited periods. These surprise deals can keep customers engaged and encourage repeat visits to the site throughout the day.
11. Leverage Influencer Marketing
Collaborate with influencers in your niche to promote your Black Friday deals. Their endorsement can help reach a broader audience.
12. Utilise AI for Personalisation
Use AI to personalise product recommendations and offers based on customer behavior. This can increase the likelihood of conversion.
13. Offer Free Shipping
Entice customers with free shipping on Black Friday purchases. It’s a small cost that can significantly boost conversions.
Example: Nordstrom offered free shipping on all orders during Black Friday, which is a significant driver of online sales. This Black Friday marketing strategy not only attracts more buyers but also reduces cart abandonment rates.
14. Prepare Your Customer Support Team
Ensure your customer support is ready to handle the increased volume of inquiries and issues. Prompt responses can lead to higher satisfaction and more sales.
15. Analyse and Learn
After Black Friday, analyse what worked and what didn’t. Use these insights to improve future campaigns.
Black Friday Checklists
The Ultimate Black Friday Checklist Series: Master Your E-Commerce Sales This Season.
Key Deadlines for a successful BFCM
✅ October 1st: Finish 60-Day Plan
✅ October 20th: Launch Initial Campaigns Start Filling that Funnel
✅ November 1st: 30 Day plan, time to launch
✅ November 10th: VIP and Exclusive Sales
60-Day Black Friday Checklist
By October 1st
30-Day Black Friday Checklist
By November 1st
7-Day Black Friday Checklist
By November 22nd
Which Black Friday Deals Are Best for Your E-commerce Shop?
The best deals for your shop depend on your inventory, profit margins, and target audience. Below, We’ll break down how you can approach creating the best deals for your shop, focusing on maximising profit while providing value to your customers.
Understand Your Inventory and Margins
- High-Margin Products: These are the products where your profit after all expenses is relatively high. Offering significant discounts on these products can attract price-sensitive customers, who are looking for the best deals on Black Friday. Since the profit margin is already high, you have more room to offer discounts without severely impacting your bottom line.
- Example Strategy A: Offer a “Buy One, Get One 50% Off” deal on high-margin items. This kind of deal makes the discount seem substantial while ensuring that you still maintain a healthy profit.
- Example Strategy B: Implement a “Buy More, Save More” discount structure specifically for high-margin products. For example, offer 10% off on the first item, 15% off on the second, and 20% off on the third or more. This encourages customers to purchase multiple high-margin items, increasing your overall sales volume while still maintaining strong profitability.
- Low-Margin Products: For products where the profit margin is slimmer, you need to be more cautious with discounts. However, you can still leverage these items by using them in bundles or as add-ons.
- Example Strategy: Bundle a low-margin product with a high-margin product. For instance, if you sell electronics, you might bundle a laptop with a protective case (low-margin) at a slightly discounted rate. The bundle increases the perceived value while protecting your overall profit margin.
Consider Different Types of Deals
Not all Black Friday deals have to be straightforward discounts. Here are a few types of deals to consider:
- Tiered Discounts: Offer increasing discounts based on how much a customer spends. For example, “Spend $100, get 10% off; spend $200, get 20% off.” This encourages larger purchases and can be particularly effective if your average order value is lower than you'd like.
- Free Shipping: Sometimes, offering free shipping can be as attractive as a discount, especially for heavier items. If your profit margins allow, consider offering free shipping on all orders during Black Friday, or on orders over a certain amount.
- Gift with Purchase: Offer a free gift with purchases over a certain amount. This works well if you have excess inventory or low-cost items that complement your main products.
- Mystery Deals: Add an element of surprise by offering mystery discounts or mystery products with purchases. This can create excitement and drive more sales.
TLDR: If you sell high-margin products, consider offering significant discounts to attract price-sensitive customers. Alternatively, bundle lower-margin items with high-margin products to increase overall sales.
Are Black Friday Deals Better Than Cyber Monday?
While Black Friday is known for its broad range of deals, Cyber Monday often features better discounts on tech and electronics. You might reserve certain deals for Cyber Monday, especially if you sell tech-related products.
Fun Fact: While many people believe Black Friday is the king of holiday shopping, what might surprise you is that while Black Friday online spending hit $9.12 billion, Cyber Monday outpaced it with a staggering $11.3 billion in online sales.
Where is Black Friday Most Popular?
Black Friday is most popular in the United States, where it originated.
However, it has gained significant traction worldwide, especially in countries like the UK, Canada, and Australia.
Understanding where your customer base is can help you tailor your Black Friday offers to resonate better with your audience.
- United States: In 2023, American consumers spent a record $9.8 billion online on Black Friday, reflecting a 7% increase from the previous year. This underscores the event’s massive popularity in its country of origin.
- United Kingdom: In 2022, UK shoppers spent over £9.42 billion during the Black Friday weekend, with a significant portion of sales happening online.
- Canada: In 2022, nearly 50% of Canadians planned to shop on Black Friday, making it more popular than Boxing Day, which was traditionally the biggest shopping day in Canada.
- Australia: Black Friday has overtaken Boxing Day as the most popular shopping event in Australia, with sales growing by 9% year-over-year in 2022, reaching AUD 8 billion.
- Germany: In 2021, Black Friday became the biggest shopping day of the year in Germany, with 42% of Germans participating in the event, generating €4.9 billion in sales.
Global Consumer Participation: In 2022, 43% of global consumers considered participating in Black Friday and Cyber Monday sales for their holiday shopping, indicating a strong global engagement with these events.
High Online Shopping Intentions in the U.S.: In October 2023, nearly 68% of U.S. shoppers planned to participate in Black Friday by shopping online, highlighting the importance of online channels for retailers.
Black Friday sales / Black Friday deals
Black Friday Australia
- Myer Black Friday, Harvey Norman Black Friday, JB HI FI Black Friday, Big W Black Friday, Olivia Jean Black Friday, Wildtrak Black Friday
Black Friday US
FLAG Black Friday UK
- Currys Black Friday, Argos Black Friday, Pandora Black Friday, Hopo Furniture Black Friday, GTC Black Friday
Why Do Stores Set Up for Black Friday?
Black Friday has evolved into the biggest sales event of the year, generating hyper-revenue for e-commerce stores globally. But why?
The massive consumer demand is driven by the promise of significant discounts, exclusive deals, and the adrenaline rush of securing a great buy. For e-commerce stores, it’s a chance to:
• clear out inventory,
• introduce new products,
• attract first-time buyers who could become loyal customers,
• capitalise on the shopping frenzy
• increasingly we see a trend of spending moving toward BF ahead of Xmas
Stores benefit from Black Friday by creating urgency through time-limited offers, which not only boosts sales but also enhances brand visibility. Additionally, it serves as a gateway to the holiday shopping season, setting the tone for December sales.
Fun Fact: Why is it Called Black Friday?
The term "Black Friday" dates back to the 1960s and was coined by Philadelphia police officers to describe the chaotic pedestrian and vehicle traffic that would occur the day after Thanksgiving.
For e-commerce shop owners, the significance of the term has transformed into a symbol of profitability.
Black Friday marks the point in the year when businesses "go into the black," meaning they start to generate profit after being "in the red" (operating at a loss).
How to Leverage AI to Boost Your Black Friday Sales
AI can be a game-changer for your Black Friday strategy. From personalised recommendations to automated ad campaigns, AI can help optimize most aspects of your sales process.
At Blend AI we automate your ad management across major channels like Google, Meta, and Microsoft, ensuring your campaigns are always optimised for performance.
Instead of spending hours tweaking ads and hoping for the best, Blend’s AI handles all the heavy lifting. It automatically optimises our campaigns across different channels, adjusting bids and budgets in real-time based on what’s working. Clients have seen better performance and higher ROI without needing to micromanage everything. It’s like having a marketing agency on call 24/7, but without the hassle.
