Ecommerce Growth

32 Black Friday Marketing Ideas For 2024 (eCommerce)

Aiming for the big bucks on Black Friday? Here are 27 incredible Black Friday marketing ideas we've already helped clients with.

32 Black Friday Marketing Ideas For 2024 (eCommerce)

Is your eCommerce store ready for the busiest sales week of the year? 

Black Friday is often a weeklong holiday shopping extravaganza full of discounts and heavy traffic immediately following the Thanksgiving holiday.

It has become the favorite time for shoppers to get good deals and for retailers to land great sales.

Let’s take a look at some facts:

black friday cyber monday sales statistics | black friday advertising | black friday marketing strategy

Raring to go? Here’s what this blog will cover:

Black Friday Marketing Ideas: 32 Ways to Boost Sales (With Examples)

9 Key Steps to Build a Powerful Black Friday Campaign

When Should I Start Black Friday Marketing Campaigns?

Black Friday Promotion Ideas: 32 Ways to Boost Sales (With Examples)

When you’re exploring Black Friday marketing ideas, you’ll have to keep a lookout for what’s most easily implementable—in this list, we bring you the ones that have worked consistently for our clients. 

1. Create FOMO with hourly deals

2. Run as many offers as you can

3. Create a gift guide 

4. Incentivize every purchase with a free gift

5. Build curiosity with mystery savings

6. Create value by offering donations

7. Discount your gift cards

8. Don’t forget your VIP customers

9. Flex your return/exchange policy 

10. Experiment with sitewide discounts

11. Consider conditional free shipping

12. Entice them with boosted loyalty deals

13. Leverage Black Friday special product launches

14. Create bundle deals

15. Use countdown timers

16. Fall back on last-minute urgency 

17. Make your customers feel lucky 

18. Offer conditional discounts

19. Reward them with a checkout coupon 

20. Go the BOGO way

21. Start building your Black Friday email list early

22. Extend the Black Friday celebration

23. Create popups for window/casual shoppers

24. Offer value beyond discounts

25. Make it interactive with a discount wheel

26. Reward referrals

27. Go creative with your Black Friday themes

28. Make your offers email-exclusive

29. Bring your brand values forward

30. Integrate social media into your marketing plan

31. Partner with influencers

32. Focus on mobile optimization

1. Create FOMO with hourly deals

If you reduce the supply of a product to a certain period, its value automatically increases.

This is the scarcity principle and can be an effective tool during the holiday season. 

Offering one deal per hour is a great way to boost spending as well as keep your Black Friday marketing ideas fresh. 

Let’s say you start with 40% off on everything in the first hour, you can increase it to 50% off on everything in the next hour. 

PRO TIP

Don’t forget to use it carefully though so that customers don’t wait for you to increase your discounts.

One way to keep this in check is to announce a not-too-high sitewide discount, but offer an additional discount when people subscribe to your emails.

This way you can even get to grow your email list

2. Run as many offers as you can

While segmentation is valuable during Black Friday marketing strategies, the idea is to be able to appeal to as many segments as possible. 

So, even if your competition is focused on offering a sitewide discount, you can call out discounts based on:

  • Separate categories
  • Personal interests
  • Best Selling products
  • Products that have received massive social proof

Check out how Wayfair offers different deals on different categories:

black friday advertising | black friday marketing strategy Black Friday promotion ideas | example of Wayfair limited time offers for Black Friday

PRO TIP

Don’t hesitate to call out additional discounts and take the opportunity to push out your membership program—shoppers will believe you when you say “Earn an additional 15% on any category when you join our FREE membership program”.

You might like: Limited Time Offer: 20 compelling examples + how to copy them

3. Create a gift guide 

Black Friday is the ideal time for customers to give and receive gifts. 

It’s a great way to highlight specific products to customers. You can also divide your products into gifting categories such as Gifts for Him and Gifts for Her

You can either promote it by creating a gift guide collection or writing a blog post on gifting ideas.

This is how Converse creates an irresistible gift guide for its customers as part of its Black Friday campaign ideas. 

black friday advertising | black friday marketing strategy Example of a gift guide by Converse for Black Friday

PRO TIP

You can highlight your gift guide on your homepage or create a separate landing page to get more traffic.

4. Incentivize every purchase with a free gift

Want to encourage your customers to purchase more? 

Adding gifts for every purchase is a great way to make customers complete the checkout process. 

You can make it even more irresistible by adding scarcity to the offer. 

See how Sephora does it for their Black Friday campaign:

black friday advertising | black friday marketing strategy Example of  Sephora offering free gifts for every purchase for Black Friday

PRO TIP

You can add a bit of a challenge by creating a purchase limit for availing the gift.

To nudge them a bit more, add to every product page “Add to cart and find a surprise gift waiting!”

5. Build curiosity with mystery savings

Add an element of surprise to your Black Friday marketing with mystery savings options. 

Scratch cards are a great way to do this. This not only builds anticipation but also makes the shopping experience interactive. 

Like Forever 21 does as part of their Black Friday marketing ideas:

black friday advertising | black friday marketing strategy Example of scratch cards by Forever 21 for Black Friday

PRO TIP

You can use this sort of gamification option to reduce your cart abandonment.

6. Create value by offering donations

Donations can touch upon the personal values of your customers and build stronger brand credibility during Black Friday. 

At this time, many shoppers are acutely aware of the plight of the less privileged. 

This is how Chatty Feet makes their Black Friday promotion ideas donations fun and true to their brand ethos.

black friday advertising | black friday marketing strategy Example of Chatty Feet sending a part of the sales to charity for Black Friday

PRO TIP

Bring in the tiered discount concept to create tiered donations: for example, “Buy for $200 and we’ll donate $30, buy for $500 and we’ll donate $100.”

7. Discount your gift cards

Another way to offer a great Black Friday deal is to provide a discount on gift cards. 

For example, if you were offering a $60 gift card, you could reduce the price of it to $50 (while keeping the value intact at $60). 

This Black Friday marketing idea can help you both take advantage of the gifting season as well as land loyal customers in the long run. 

Here’s an example of gift card discounts offered by Visa as part of its Black Friday promotion ideas:

black friday advertising | black friday marketing strategy Example of gift card discounts by Visa for Black Friday

PRO TIP

You can also extend this offer in the form of printable gift cards.

8. Don’t forget your VIP customers

A Black Friday sales idea you can use to attract your loyal customers is by offering VIP discounts. 

This especially works if you have a loyalty program or a VIP club. Offering exclusive VIP discounts will make it exclusive for your customers.

This will entice them to buy more from you. It can also set off repeat purchases for the rest of the year—improving the customer's lifetime value

This is how Cupcakes and Cashmere offer early bird access and discounts to their VIP customers as part of Black Friday campaign ideas:

black friday advertising | black friday marketing strategy Black Friday campaign ideas | Example of tiered VIP discounts by Cupcakes and Cashmere for Black Friday

PRO TIP

You can promote your VIP discount through a Facebook announcement or a landing page—alternatively, email your VIP members well in advance to stay true to “early access.”

Check out: eCommerce Tiered Discount: 10 Awesome Examples You'd Want To Copy

9. Flex your return/exchange policy 

The good news is that Black Friday is a time when people feel primed to buy. 

But many are also unsure about how well they’ll like their purchases. 

So they may not buy from you if they find you have an inflexible returns & exchanges policy. 

What you can do to fight this:

  • Clearly mention what is eligible for return
  • Limit what you offer as an exchange option
  • Increase your otherwise X days return window (while an extra month might be too much, two extra weeks isn’t that bad a deal)
  • Offer more options for refund (include options like forwarding the amount to a gift card or store credit)

PRO TIP 

Announce this flexi approach to returns & exchanges across popular channels by saying something like: “Our return window is extended to 60 days for BFCM—it’ll last from <date> to <date>”

You might like: 14 Brilliant Examples of eCommerce Return Policy (+ Proven Tips)

10. Experiment with sitewide discounts

If you think sitewide discounts are passé, you may not be using them right. 

Coupled with early bird access, attractive product photography, and compelling copy, it can work wonders. 

See how Able does it as part of it's Black Friday marketing strategies:

Black Friday campaign ideas | Example of sitewide discount by Able for Black Friday

PRO TIP

Promote your big-ticket items more as you draw closer to the sale—across eCommerce, these items bring in conversions during Black Friday. 

11. Consider conditional free shipping

Free shipping is a very important consideration customers make when purchasing. During the Black Friday promotion season, this is a basic offer they expect from brands. 

Using conditional free shipping as part of Black Friday marketing helps you in 2 ways: it ensures smaller orders from loss as well as helps you increase your average order value

Anthropologie offers a conditional free shipping offer after the order value crosses a particular threshold. 

Black Friday campaign ideas | Example of conditional free shipping by Anthropologie for Black Friday

PRO TIP

Use doorstep free delivery as a way to wheel back cart abandoners during this time. 

Check out: Free Shipping: Still a Conversion Driver in 2024? (+ Brands Nailing It)

12. Entice them with boosted loyalty deals

The Black Friday run-up is a good time to refresh your rewards and update your loyalty deals.

Attract more transactions by offering a little extra reward “oomph” for loyalty club purchases made over Black Friday weekend.

For example, if members usually receive 10 points for every $100 they spend, bump it to 20 for Black Friday purchases.

You can also turn this into hourly deals in which your loyalty points go from 2x to up to 10x (as much as you can 🙂), changing every hour.

Extremely exciting for shoppers!

black friday loyalty deals eCommerce

PRO TIP

While the masses have to wait to access Black Friday deals, let your VIP/loyalty club members enjoy BFCM prices a week before the big day.

13. Leverage Black Friday special product launches

If your brand has exclusivity or luxurious appeal to bank on, you can replace discounts with a collection launch. 

When your brand itself becomes a status symbol, customers will already be eager to buy your products.

Offering discounts may be off-brand and ruin the exclusivity customers may associate your brand with. 

In this case, you can use the Black Friday period to launch a special collection. Like Chanel does. 

Black Friday campaign ideas Example of a special collection for Black Friday by Chanel

PRO TIP

Make sure you create a lot of suspense before the launch to build up the anticipation. 

To create more impact, create urgency and social proof through copy like:

“Access available only until x/xx/xxxx” and “1000 bags sold, only 100 more to go” 

You might like: 6 Ways to Make Your Products Look Exclusive (& Real-world Examples)

14. Create bundle deals

If switching from a single to a bundled product will get them a better deal, then they are surely going to go for it—especially during the Black Friday season. 

Consider introducing bundle deals using some of these Black Friday marketing strategies:

  • Get X% off when you create your own bundle
  • Announce an additional discount for buying more than two bundles
  • Float sluggish product stock through bundles (state clearly that these products won’t be available separately)

Check out how Equa plays it up by calling it “Deal of the Year.”

Black Friday campaign ideas | Example of product bundle for Black Friday by Equa

PRO TIP

Feature individual items & bundled counterparts together for shoppers to make out the price differences easily. 

15. Use countdown timers

The urgency that countdown timers create pushes impulse purchases and gets on-the-fence shoppers across the checkout line.

  • Place the timer on the homepage–above the fold, on the product pages in the buy section and on the cart and checkout pages
  • Remember to add the seconds field along with the hours and minutes
  • Consider adding subtle animations–like blinking colon or slight pulse effect
  • Write a clear message–like ‘The sale ends in’ above the timer
  • Take into account different time zones
Countdown timer black friday sale eommerce

PRO TIP

Add these timers to your emails as well.

16. Fall back on last-minute urgency 

There are several tactics to achieve record sales on Black Friday. 

Throwing in a bit of last-minute urgency can really help speed up the conversion process, like limited time or limited stock.

This is how Game makes their Black Friday offer even more persuasive with a countdown timer. 

Black Friday campaign ideas | Example of countdown timer for Black Friday by Game

Figure out quick ways your shoppes can spot these :

  • Post about it on Insta stories
  • Send WhatsApp and SMS updates
  • Use the alert bar across your website
  • Send a couple of emails around the time the sale is about to start—one a day before and another when a few hours are left

PRO TIP

Place the CTA very close to the last-minute urgency nudge.

17. Make your customers feel lucky 

A classic giveaway like a lucky draw probably never goes out of fashion. 

It’s a great idea to encourage your shoppers to purchase and spend more.

You may add a purchase option to the lucky draw campaign to motivate both new and old customers. 

Here’s how Romwe offers Black Friday lucky draw rewards in the form of points to encourage customers to purchase more. 

Black Friday campaign ideas Example of lucky draw for Black Friday by Romwe|

PRO TIP

Announce a lucky draw campaign in exchange for customer feedback on cart abandonment, checkout process etc. 

Make sure you feature this at least a few weeks before BFCM so that you can incorporate the top suggested changes. 

18. Offer conditional discounts

Don’t want to lose sales while offering discounts? You can offer conditional discounts to ensure a minimum order value. 

You can configure these discounts based on several factors such as product quantity, a minimum price threshold, location conditions, or bundle conditions. 

This is how Kosas offers multiple conditional discounts based on various price thresholds.  

Example of conditional discounts for Black Friday by Kosas

PRO TIP

You can even personalize the conditional discount for customers based on their purchase history—and promote it over email for maximum impact. 

19. Reward them with a checkout coupon 

Customers love surprises, especially when they get to save right before checkout. Often this prompts them to add more products to the cart. 

Offering a coupon at checkout is a win-win for all. It makes the checkout process easier and improves the conversion rate too. 

See how Nike offers a compelling coupon to lead customers to checkout? The subtle urgency acts as a cherry on top. 

Example of checkout coupon for Black Friday by Nike

PRO TIP

You can make applying the coupon easier by making it apply or copy automatically. 

20. Go the BOGO way

A Buy One Get One Free (BOGO) Black Friday deal is a win-win for both customers and retailers. 

Around 67% of customers prefer BOGO out of all promotions and 95% have availed of BOGO deals at least once. 

It’s a great way to clear out your inventory and yet drive revenue.

You don’t have to lower your price even, just offer an item for free along with the one at the original price.

Check out the BOGO offer by Vitamin World

Example of BOGO offer for Black Friday by Vitamin World

PRO TIP

Create FOMO by announcing the BOGO sale to last only x hours

21. Start building your Black Friday email list early

You can have the best discounts and the greatest products on your site–but if they do not flash in front of the eyes of online shoppers–it’s a waste of a lot of effort.

Let’s not let that happen.

Plan for traffic early–at least starting from mid-October.

Build your Black Friday email list–and promote your Black Friday sale to them.

For this:

  • Create signup forms on your website–popups, embedded forms and onsite notifications)
email signup form ecommerce Black Friday
  • Incentivize visitors to sign up (VIP discounts, early access to Black Friday deals, etc.)

Look at this simple signup form–clearly highlighting the benefit of signing up–pushes visitors to drop their email ids.

email signup form ecommerce Black Friday

Once you have a solid email list ready, get those email sequences running and pull those shoppers to your website.

PRO TIP

Send your first email as soon as someone signs up. Welcome them and let them know that the Black Friday offers will be dropping in their inboxes soon.

22. Extend the Black Friday celebration

Send your first email to subscribers as soon as they sign up. Welcome them and let them know that the Black Friday deals will drop in their inboxes soon.

While Black Friday is still the crowd-puller, you don’t need to limit your campaign to just that day. 

You can easily extend your campaign till Cyber Monday or for the entire month.

Chances are that the competition may be extremely high on the main day since many brands will be competing. 

You may get a better scope of deals when the rush drops. See how Mud Pie extends their Black Friday sale to include the weekend too? 

Example of Black Friday extended sale by Mud Pie

PRO TIP

Ensure to call it out with something witty like: “Discounts so good, we’re extending BFCM for a month!”

23. Create popups for window/casual shoppers

After the potential customers swarm your site, you must give them the hook to stay.

And what better way to tell them about the amazing deals that you are offering than putting them on a popup?

Few entry/exit popups you can consider are:

  • Discount popups (with countdown timers)
Black Friday eCommerce popups

  • Product recommendation popups
Black Friday eCommerce popups
  • Upsell popups
Black Friday eCommerce popups
  • Cart abandonment popup
Cart abandonment popup

PRO TIP

Time your entry popup for at least 30 seconds after the visitor lands on your website. An early popup drives shoppers away.

24. Offer value beyond discounts

Another unique Black Friday marketing idea that you can toy with is doing something else other than discounts. 

Instead, offer them something more valuable—give them an experience

You can take a cue from Barnes and Noble’s Black Friday marketing campaign. It offers something that’s valuable to their target audience—signed editions of books.

Example of discount alternatives for Black Friday by Barnes and Noble

PRO TIP

If you’re planning to build an exclusive brand that doesn’t want to be diluted with discounts, you can choose this Black Friday marketing idea.

25. Make it interactive with a discount wheel

Gamify your Black Friday campaigns by adding a roulette or Spin the Wheel contest. Interactivity is a great way to hook customers saturated with similar-looking offers. 

It’s a great way to show off your brand vibe and make customers return for the experience even when you’re not offering discounts. 

Like TravelUp does. 

Example of discount wheel for Black Friday by TravelUp

PRO TIP

Make sure to add a bit of FOMO to the campaign otherwise, shoppers may not be as inclined to interact.

26. Reward referrals

If you’re looking for customer retention long after Black Friday, you can try referral reward programs. 

Instead of just one-time sales, you acquire new shoppers with the help of loyal customers.

Apart from landing amazing discounts to your customers, you can also harp on their desire to share their purchases and savings with their friends. 

Here’s how Feelunique creates a personalized referral program for its customers. 

Example of referral programs for Black Friday by Feelunique

PRO TIP

You can add any level of personalization to the campaign starting from naming your customers to recommending relevant products for their close ones. 

27. Go creative with your Black Friday themes

During the Black Friday holiday season, there are too many brands and too many offers for customers to choose from. 

To stand out from the crowd, you may want to add specific themes to your promotions. 

Like how Tarte runs promotions with the catchy title Feel-Good Friday.

Example of creative themes for Black Friday by Tarte

PRO TIP

You can extend the creative promotion themes to coupons and special deal periods too. Like in the above example, Tarte has used Cyber Week and the coupon code as CYBER.

28. Make your offers email-exclusive

If your customers have already signed up for your emails, then chances are that they will be interested in checking out your Black Friday deals too. 

This is ideal for customers who are in the consideration stage. You can successfully push them into the purchase stage with exclusive Black Friday email offers. 

See how Kate Spade makes its email subscribers feel special with its copy and exclusive offer. 

Example of email-exclusive Black Friday offer by Kate Spade

PRO TIP

Add a website banner with the offer so more visitors would be interested in signing up for your emails. 

29. Bring your brand values forward

A great way to stand out in the crowd is by promoting your unique brand values. 

For example, if you stand for sustainable fashion, it may be a great time to communicate that you source “only organically grown cotton”.

Black Friday is definitely a good time to amplify your brand identity. 

Here’s how Fjällräven draws attention to their brand values instead of a sale. 

Black Friday campaign ideas | Example of Fjällräven showcasing brand values for Black Friday

PRO TIP

Use social media to amplify the message with themed posts and hashtags

30. Integrate social media into your marketing plan

53% of American shoppers use social networks to make purchase decisions for holidays like Black Friday.

Utilize this–build a social media calendar.

Start building excitement well in advance by posting:

  • Sneak peeks of upcoming deals: Offer sneak peeks of the deals that will be available

Example: Our Black Friday sale is coming with up to 50% off – stay tuned! 👀🛍️

  • Countdowns: Share posts with countdown timers leading up to Black Friday

        Example: "Only 3 days left until our biggest sale of the year! Are you ready to save big?"

  • Shopping tips: Nudge shoppers to buy from you

         Example: "Black Friday Shopping Tips: 1) Make a wishlist. 2) Check our website early. 3) Act fast on limited-time deals."

  • Deal announcements: Clearly communicate the details of your Black Friday sale, including start and end times, discount rates, and any special terms

         Example: "Our Black Friday sale starts at midnight! Enjoy up to 70% off sitewide. Here’s everything you need to know."

  • Create FOMO: Highlight the limited time that is left

         Example: Flash Sale Alert! 3 hours more to go, get 50% off on all electronics. Don't miss out!"

Black friday social media

PRO TIP

Make use of stickers–add polls, quizzes, etc. to engage your audience as much as possible.

31. Partner with influencers

Influencers are aspirational for their followers. And when they recommend something–their followers listen.

Based on your budget, you can either do a paid collaboration or a barter partnership.

The simplest way to do this–search for your category–fashion, electronics, beauty, apparel etc.–and shortlist influencers that have a follower count that corresponds to your budget.

Cold reach out to them proposing your offer and take it forward from there.

Note: The metric that you should check to finalize the influencer is their engagement. (Average views on their last 5 posts or videos/ 5) *100 = The number of eyeballs you might reach with your influencer campaign.

Calculate your ROI and invest accordingly.

influencer marketing ecommerce Black Friday

PRO TIP

Strike a deal for at least 4-5 pieces of content–a mix of posts, reels and stories.

32. Focus on mobile optimization

With a significant portion of shoppers browsing and purchasing via smartphones, a mobile-friendly website is not a choice. It is a necessity.

  • Make your CTA buttons large enough (44pxx44px) to be easily tappable on mobile devices
  • Place all the buttons and important links in the thumb zone
  • Optimize your voice search system to recognize common phrases, synonyms, and variations of product names–place the voice search option right next to the search bar
  • Optimize your product descriptions–Use short paragraphs, bullet points, and headings to make the content scannable and easy to read on small screens.

9 Key Steps to Build a Powerful Black Friday Campaign

With more and more shoppers leaning into online shopping, this is your chance to maximize your store conversions with some tested Black Friday marketing ideas:

1. Prep a month early

Some facts to keep in mind:  

  • 40% of U.S. holiday shoppers say their holiday shopping experience has made them consider shopping much earlier for other milestones 
  • 37% of shoppers who shopped last holiday season wished they had started earlier
  • 50% of shoppers say they will start shopping earlier to avoid an item out of stock 

To get into prep mode early:

a. Create product categories with Black Friday themes such as ‘Holiday Faves’ and ‘Gifts for Loved Ones’.

b. Add holiday-specific descriptions to product details or information.

c. Show holiday-specific scenarios in product images.

2. Find customers on “favorite” channels

Promote your products to the right customers at the right time across different channels. 

Find where your customers spend most of their time and target them with engaging ads. 

On your website, feature a pop-up that alerts them—this is also a great way to catch those extra email signups in exchange of an exclusive Black Friday early access code. 

Social media can also be a great way to engage with customers through thematic posts. 

Use emails to stir the excitement with an early bird offer and reminders to wishlist products. 

For impact, create curiosity by revealing information partially like this: 

example of early access email by Julep that sparks curiosity for Black Friday

3. Leverage the most loved products

You can do a poll or survey on social media to see which products are popular with customers. 

For more insights, run an audit on which products competitors are bringing to the forefront at this time. 

Typically, big ticket products like appliances, designer clothes and perfumes sell well, especially when the deals are attractive. 

Here are some popular product categories that regularly sell out during Black Friday: 

most popular items sold BFCM 2021 statistics

4. Build anticipation & set expectations 

It makes sense to announce a pre-sale Black Friday event for your eCommerce store. 

The idea is to make shoppers interested in what’s to come after—they’ll probably expect deeper discounts during the main event, and maybe even product drops. 

Saying something as simple as “It’s our biggest sale…ever!” could make your audiences stop and read. 

5. Ease discovery with high intent SEO 

Search intent helps shoppers to discover products and explore different categories. 

Here are the four ways to implement functional search intent — 

a. Navigational: Keywords users use when searching for a particular brand or product. For instance, what stores are open on Thanksgiving 

b. Informational: Informational keywords reflect the information users seek about a particular product. 

c. Commercial: Keywords users decide to purchase with. For example, “Is home depot open on Thanksgiving?”

d. Transactional: At this stage, the user is sure about buying. They’re looking for the best deals. For example, “best online turkey places for Thanksgiving”

6. Harp on product value

Shoppers love a bargain.

But remember that offering promotional discounts isn’t necessarily the only way to profit more. 

Leading up to Black Friday, try to talk about the value of your products rather than simply offering them a discount.

Highlight qualities such as aesthetics, convenience and accessibility in your marketing and sales efforts to make your brand stand out.

7. Make a great case for FOMO

Make it real by introducing a countdown timer both on your website and across your emails. 

Consider offering free shipping or delivery for orders over a certain amount.

This will entice shoppers to add more to their carts beyond just the initial promotional discount that led them to visit your store. 

8. Prioritize speed like nothing else

An increase in web traffic around the Black Friday weekend can strain servers, which makes web pages slow or unresponsive and can cause your online store to crash. 

Downtime and sluggish website performance mean a loss in revenue on any day of the year. But Black Friday is when you can least afford them. 

When faced with slow-speed eCommerce stores, shoppers won’t hesitate to click away from your competitor. Such events could also result in the erosion of the brand trust you’ve spent years earning from customers expecting a great experience, especially on BFCM.

9. Segment your emails with a Black Friday focus

It goes without saying that you’ll need to segment your emails year-round. 

But Black Friday calls for it even more. 

Here’s what you can do:

Assess the data of the last, say, three years and take out info on customers who’ve only shopped during Black Friday.

Amongst recent opens and clickthroughs (say for the last 6 months), assess who all have been most consistent—it’s time to target these folks!

Take out data on subscribers who haven’t bought anything for the last few months and did before—this is the right time to win them back. 

When is the Best Time to Start Black Friday Marketing Campaign?

Mid October is what you need to aim for your Black Friday promotions ideas to begin. 

Your back-end preps for this should ideally begin in September. 

Curious to know how it can flow from prep to promotions—here are the steps:

September

- Check website UX including speed, usability etc. 

- Categorize your product listings more effectively 

- Decide on what kind of discounts would make sense for your business

- Figure which channels you and your customers are most active on

- Take stock of product inventory and place orders where necessary

- Sort out customer support challenges & add functionalities for quick support

- Collect customer feedback & social proof

October

- Refresh your product page content

- Create a BFCM specific landing page to link to paid ads

- Create “early access” sections on website & seek certain actions like email signups

- Segment your email list & decide on a BFCM cadence for each

- Create teaser material for social media, emails, push notifications

- Start sending emails (a BFCM specific one every week leading up to the event)

Recommended reading for Black Friday marketing campaigns:

11 Next-Level Reciprocity Marketing Examples (eCommerce)

Inclusive Marketing: 22 eCommerce brands that do it right

eCommerce marketing strategy: 31 Immediately-Actionable Ideas

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