As we’re halfway through the final quarter of the year, it brings with it one of the biggest opportunities for businesses—Black Friday. Falling on the last Friday of November, this shopping extravaganza has evolved into a global event where customers hunt for the best deals, and businesses work hard to cut through the noise.

For many brands, a well-executed Black Friday campaign can mean a significant boost in revenue. But with fierce competition, how do you ensure your business stands out and maximises sales? Let’s break down the key steps to crafting a killer Black Friday campaign that sets you up for Q4 success.

1. Start Planning Early

The earlier you begin planning, the better your campaign will perform. In the lead-up to Black Friday, take time to research what your competitors are doing, set clear goals, and map out your offers.

Preparation is key—whether that’s stocking up on inventory, testing your website’s performance, or scheduling your content.

Key Tip:
Start teasing your sale well in advance. Build anticipation through social media, email campaigns, and even countdown timers on your website. Creating a sense of urgency early can keep your audience excited and primed to shop.

2. Craft Irresistible Offers

When it comes to Black Friday, customers expect amazing deals. But remember, your offers need to be attractive enough to catch attention without eating into your profit margins. Here’s how you can make your deals hard to resist:

• Site-wide Discounts: A percentage off everything is simple and effective. You could offer tiered discounts (e.g., 20% off for orders up to $100, 30% off for orders over $200) to encourage larger purchases.
• Bundling: Create product bundles or offer “buy more, save more” deals to increase the average order value. People love to feel like they’re getting more for their money, especially during sales.
• Free Shipping: Offering free shipping during Black Friday can be the extra incentive that pushes customers to purchase. Free shipping can feel like a bonus deal in itself!

3. Optimise Your Website

Black Friday shopping is all about convenience, and a slow or hard-to-navigate website can cause potential buyers to bounce. Make sure your website is optimised for high traffic and designed for easy shopping.

Check these essentials:

• Speed: Ensure your website can handle an influx of visitors. Test your site speed and make any necessary adjustments before the sale goes live.
• Mobile-Friendly: A large portion of Black Friday sales happens on mobile devices, so make sure your site is mobile-optimised. Clunky, non-responsive websites will drive customers away.
• Simple Checkout Process: If your checkout is too complicated, you’ll lose sales. Make sure your process is streamlined with as few clicks as possible to complete a purchase. Offering payment options like PayPal or Afterpay can also help speed things up.

4. Utilise Email Marketing & SMS

Your email list is one of your most valuable assets during Black Friday. Don’t wait until the day itself to engage your customers—start building hype with pre-sale email campaigns. Segment your list so that you can send personalised offers based on shopping habits or past purchases.

Email Strategies for Black Friday:

• Exclusive Early Access: Give your most loyal customers or email subscribers early access to your sale. This can make them feel special and drive initial sales before the main rush.
• Reminder Emails: People get bombarded with offers on Black Friday, so make sure you’re sending out reminder emails during the sale. A well-timed “last chance” email can push customers to act quickly.

SMS Marketing:
With open rates significantly higher than email, SMS is an excellent way to communicate flash deals or send reminders about limited-time offers.

5. Leverage Social Media

During Black Friday, social media becomes a busy space where brands and consumers alike are actively looking for deals. Maximise your visibility with a strong social media presence leading up to, and during, the sale.

• Instagram Reels & Stories: Share sneak peeks of your Black Friday offers or create engaging content around your sale. Use Instagram’s shopping features to make it easier for followers to shop directly from your posts.
• Run Giveaways: Create excitement in the weeks leading up to Black Friday by hosting a giveaway on social media. It’s a great way to build engagement and increase brand awareness before the big day.
• Influencer Marketing: Partner with influencers who can promote your Black Friday deals to their audience. Their followers may trust their recommendations, driving more traffic to your sale.

6. Create a Seamless Customer Experience

Customer experience is crucial during Black Friday. With high competition, a smooth, enjoyable shopping experience can set your brand apart.

Customer Support:
Make sure you have customer support ready to handle questions or issues that may arise during the sale. A quick response can be the difference between a sale and a missed opportunity.

Clear Return Policies:
Shoppers are more likely to purchase if they know they can easily return items if needed. Make sure your return policy is visible and straightforward.

7. Don’t Forget About Post-Black Friday Sales

While Black Friday and Cyber Monday are the big events, the shopping frenzy doesn’t necessarily stop there. Prepare for a potential boost in sales with post-Black Friday promotions like Boxing Day sales. It’s also a great time to promote gift cards, especially for customers shopping for Christmas presents.

Key Tip:
Use your Black Friday campaign as an opportunity to attract new customers, but focus on keeping them around for the long term. Offer incentives for future purchases, like discount codes for their next order or early access to future sales.

Wrapping It Up

A successful Black Friday campaign requires planning, creativity, and a clear understanding of your audience’s expectations. By starting early, crafting compelling offers, optimising your website, and leveraging social media and email marketing, you can stand out in the crowd and make the most of this lucrative period.

Need help with your Black Friday campaign?
The team at That Marketing Girl is here to guide you through the entire process and create a winning strategy. Reach out to us today and let’s get started on making this your best Black Friday yet!