The best Black Friday marketing strategy

Black Friday is the biggest day of the year for most ecommerce businesses, and you’ve probably already noticed the growing buzz in the air. 

With billions of dollars spent online in just 24 hours, it’s an opportunity no retailer can miss – if you’d like to increase sales. We’d assume you do.

But here’s the thing: it’s not enough to just slap a discount on your website. You need a solid Black Friday marketing strategy to ensure your brand gets the attention it deserves.

Timing is everything – but don’t overdo it

It’s tempting to start promoting your Black Friday deals early, but there’s a fine line between building hype and overwhelming your customers. People are overwhelmed with promotions in November, so if you start too early, they might tune you out.

So give customers a sneak peek of what’s coming, but don’t reveal everything all at once. You want to generate excitement, not provide them with everything upfront. We’re preparing a huge calendar plan so you can plan it ahead!

Quick tip👉 Create a special email list for “VIPs” and offer them early access to your sales. It makes them feel valued and can drive early sales before Black Friday.

A sense of urgency does the work

If one thing works during Black Friday, it’s urgency. Customers are ready to spend money, but adding a layer of FOMO (Fear of Missing Out) pushes them over the edge.

Here’s how to stir up urgency:

• Use countdown timers on your website to show when a sale is ending.
• Let customers know when products are almost sold out to create that extra nudge to buy.
• Offer short, time-sensitive discounts on specific items to encourage impulse purchases.

Nobody wants to miss out on a great deal! But it’s important to offer things your customers assume is a good deal.

Get your website ready for traffic

Ecommerce brand owner’s nightmare: the Black Friday marketing strategy works like a charm, and customers are flocking to your site… but crashes under pressure. Make sure your website can handle the traffic spike that comes with Black Friday.

Studies show that a delay of even one second can reduce conversions by 7%. That’s a lot of missed sales on a day like Black Friday. So optimize your images, test your server capacity, and streamline your checkout process to prevent any hiccups. Or find a good team to make sure you’re ready for the shopping season.

And don’t forget mobile! Last year, over 50% of Black Friday purchases were made on mobile devices, so your site should be mobile-friendly and easy to navigate.

Use social media to build hype

Social media is where people hang out, especially during the shopping season, so use it to create some serious buzz for your Black Friday marketing strategy. Don’t just post boring “Sale now on!” updates – make your content engaging. Plus, consumer shopping behavior has changed, so social media plays a huge part in buying decisions.

Here are some ideas:

• Post behind-the-scenes shots or teasers of the deals you’ll be offering.
• Create excitement by counting down the days until your sale starts.
• Collaborate with influencers in your niche to reach a wider audience.

Also, don’t shy away from using Reels or TikTok videos. And keep in mind that you should bring out the creativity!

Personalize your email campaigns

Email marketing is still one of the most effective ways to reach your customers, but generic blasts just won’t cut it. 

People expect personalized offers, especially during Black Friday. That is a good thing but also a bad one. How do you shine among millions of deals customers are getting flooded by?

Segment your email lists so that each group gets something relevant. For example, send different offers to your loyal customers versus new subscribers. Personalized emails have a much higher chance of getting opened—and more importantly, leading to sales.

Here are some tips:

• Keep your subject lines short but attention-grabbing. 
• Include urgency within the email. 

Don’t forget your loyal customers

While you’re focused on attracting new shoppers, don’t forget the people who’ve been with you all along. Your loyal customers will likely buy from you again, so give them something extra!

Offering them early access to your Black Friday sale or an additional discount will make them feel valued and keep them returning. If you have a loyalty program, consider adding bonus points for every purchase made during Black Friday.

Free shipping – still popular

There’s no getting around it: customers love free shipping. In fact, many shoppers say they’ll abandon their carts if they have to pay for shipping. On Black Friday, when people are already bargain-hunting, free shipping can make or break a sale.

Advertise your free shipping offer clearly on your site and in your promotional materials. You could also create a free shipping threshold (e.g., “Get free shipping on orders over $50”) to encourage higher spending.

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Final thoughts

The best Black Friday marketing strategy is a mix of good deals and promotions, a sense of urgency, personalized offers, and a pleasant shopping experience. So, prepare early and make the shopping process as smooth as possible.

And if you need help getting your ecommerce store ready for the big day, our ecommerce agency is there to prepare your ecommerce brand and deliver results. Get in touch with us today and make this your best Black Friday yet!