10 marketing & sales strategies to prepare your e-commerce business for Black Friday
Looking for Black Friday marketing strategies? With the big day – 29 November – just a few weeks away, now is the time to ensure your business stands out with some Black Friday marketing ideas to attract more buyers and maximise sales this season. Let’s dive in and start building the excitement!
What is Black Friday?
Black Friday is the Friday after Thanksgiving in the US and traditionally marks the start of the holiday shopping season. Retailers offer huge discounts and promotional deals, often extending their hours or creating online-only deals. The event has grown into a global shopping phenomenon, drawing millions of deal-hunters eager to snag the best bargains.
Why is Black Friday good for business?
Black Friday has become one of the most anticipated shopping events in Ireland, presenting businesses of all sizes with substantial opportunities to increase sales, attract new customers, and clear out overstocked inventory.
Recent data from DMG Media reveals that more than 80% of Irish shoppers participate in the Black Friday sales[1], making it a key event for boosting revenue and gaining exposure. AIB’s 2023 report highlights that Black Friday and Cyber Monday have firmly established themselves as major fixtures in the Irish retail calendar,[2] with a 14% increase in online shopping on Black Friday alone, demonstrating the growing preference for e-commerce during this time.
In 2023, the UK saw Black Friday sales soar to £13.3 billion, a 7.3% increase from the previous year, with a notable surge in both online and in-store sales.[3] This highlights the importance of a Black Friday e-commerce strategy that spans multiple channels to maximise visibility. For businesses, Black Friday is more than just a day of discounts; it’s an opportunity to build stronger customer relationships, improve brand recognition, and lay the foundation for sustained success through the holiday season. Leveraging effective Black Friday sales strategies can help businesses drive long-term growth beyond the event itself.
Planning for your Black Friday marketing campaign
You’re running a Black Friday sale? Great! Now you just need to let all your customers know. It’s never too early to start – many Black Friday bargain hunters will be browsing social media on the days before to plan their purchases. In response, some retailers offer “Black Friday Daily Deals” to generate buzz and boost sales leading up to the main event.
For small businesses, Black Friday sales strategies might include exclusive early-bird discounts or limited-time offers that encourage immediate action. A well-thought-out marketing campaign can help you increase sales on Black Friday by engaging shoppers across all your channels and offering them enticing deals. When planning, it’s essential to know the pricing strategies that work best during such periods, such as discounts, bundles, or exclusive offers.
Get the most out of Black Friday with these 10 actionable strategies
Planning and executing a successful Black Friday strategy is about more than offering great deals; it’s about creating a seamless shopping experience that attracts and retains customers. Below are ten proven strategies to make the most of Black Friday.
1. Set your website up for success
Visitors to your website should immediately know that you’re running a Black Friday campaign. Feature your best deals prominently on your homepage with bold headlines, high-quality images, and clear calls to action. Adding a countdown timer can instil a sense of urgency, encouraging shoppers to act quickly on deals and reinforcing the limited-time nature of your offers.
2. Ensure your deals are competitive
Look at what price points your competitors are selling their products at – can you price match? Or, even better, go lower? Perhaps you can throw in some freebies or samples with every order – anything that can give your business a competitive edge.
3. Nurture new customers to build lasting loyalty
Attracting new customers during Black Friday is important, but turning these new shoppers into loyal, repeat customers is the real game-changer. Criteo’s survey found that, besides great deals, free and fast shipping are key factors in encouraging customers to return[1]. Consider incorporating the cost of free shipping into your pricing strategy to drive more conversions. For fast shipping, DHL Express can provide reliable delivery options that enhance the customer experience and build trust, increasing the likelihood of repeat purchases.
4. Reward your most loyal customers with exclusive Black Friday offers
Show appreciation for your existing customers by sending them an email with an exclusive Black Friday discount code. Personalise the message with a note of thanks to acknowledge their support. Including "Black Friday" in the subject line is essential, as emails featuring this phrase see a 64% higher click-through rate.[2] This small gesture strengthens customer loyalty while driving engagement with your Black Friday campaign.
5. Create personalised Black Friday gift guides
You can tap into AI to build unique and personalised gift guides for your customers based on their previous browsing and buying history. Sending these guides a few days before Black Friday can put your brand on customers’ radar early, guiding them toward products they’re likely to love. This proactive approach not only feels personal but also helps customers streamline their shopping experience.
6. Reduce cart abandonment
Combat cart abandonment by addressing common reasons for drop-offs, like high shipping fees, limited payment options, and security concerns. Offering flexible shipping options, accepting multiple payment methods, and highlighting secure checkout processes can make a significant difference. Additionally, setting up timely cart abandonment emails with reminders or exclusive incentives can encourage shoppers to complete their purchases.[1]
7. Monitor your inventory closely
Effective inventory management is critical during Black Friday. If a popular product sells out, quickly update your homepage to highlight other items. For products that aren’t moving as expected, consider offering further discounts or bundling them to increase appeal. This approach helps ensure that all your inventory contributes to your Black Friday success.
8. Ship internationally
With 50-60% of countries worldwide participating in Black Friday[3], this season is a prime time to consider expanding your reach with international shipping. DHL Express can simplify this process by managing customs regulations, import duties, and taxes, ensuring seamless cross-border shipping. This allows you to deliver a positive experience to international customers and grow your global customer base.
9. Implement expedited shipping options
Speed matters for Black Friday customers. While traditional international shipping may take up to 1-3 weeks, DHL Express offers expedited delivery options, getting packages to customers within just a few days. By offering faster shipping, you can appeal to time-sensitive shoppers, giving them the reliability they need to shop with confidence during the holiday rush.
10. Share shipping times and customer support links
Communicating accurate shipping timelines and providing dedicated customer support is crucial to keep shoppers reassured. DHL Express keeps customers in the loop with real-time shipment updates across multiple channels, including email, WhatsApp, and SMS. This proactive approach means fewer uncertainties and a smoother experience for your customers.
Bonus: Make room for Cyber Monday
Don't let the Black Friday frenzy overshadow the potential of Cyber Monday! With 84% of shoppers actively seeking deals on the Monday following Black Friday[4], as reported by Adworld, it's a valuable opportunity to extend your sales momentum. Develop a dedicated Cyber Monday strategy with unique offers and promotions to cater to those who prefer online shopping and capitalise on this extended shopping period.
Why DHL Is the perfect partner for Black Friday and Cyber Monday success
Partnering with a trusted logistics provider like DHL Express can make all the difference during peak shopping events. DHL ensures seamless, on-time international deliveries and real-time shipment tracking, so customers stay informed.
With a DHL Express Business Account, you’ll get expert logistics support to handle the holiday rush smoothly. Get started now to make this Black Friday and Cyber Monday season your best yet.
