Black Friday is one of the biggest shopping events of the year, and making the most of it requires thoughtful preparation. Brands that excel during this high-stakes season are those that have a well-rounded strategy that appeals to their customers in a memorable way. Here are some key black Friday strategies to help you stand out and boost your Black Friday success:

Black Friday Advertising Tips

1. Start Early with Teaser Campaigns

Build anticipation weeks before Black Friday by teasing your upcoming deals and exclusive offers. Use email marketing, social media posts, and banners on your website to create buzz. Starting early keeps your brand top-of-mind and generates excitement among customers, which will help you convert browsers into buyers when the deals officially drop.

Consider running a countdown to Black Friday on your website, sending email reminders, or creating "sneak peek" posts on social media to keep your audience engaged. These teasers help generate curiosity and make shoppers feel they’re in on something exclusive.

2. Optimise for Mobile

With the rise of mobile shopping, ensuring your website and checkout process are mobile-friendly is crucial. Many customers will be browsing deals on their phones, and a frustrating mobile experience could mean lost sales. Make sure your website loads quickly, is easy to navigate, and that your checkout process is smooth.

Test your entire shopping journey from a mobile user perspective: Are the buttons easy to click? Is the payment process straightforward? Mobile optimization might seem basic, but it can make or break a customer's shopping experience.

3. Create Exclusive Products or Bundles

Offering exclusive products or curated bundles just for Black Friday helps build urgency. Limited-edition items or special gift bundles create a sense of scarcity and exclusivity, which encourages customers to act quickly. Think about bundling popular products with attractive discounts or offering gift sets that make holiday shopping easier for your customers.

You can also collaborate with influencers to showcase these exclusive bundles as the must-have gifts of the season—adding credibility and driving traffic from their audience to your offers.

4. Leverage Social Media and Influencer Marketing

Social media platforms like Instagram, TikTok, and Facebook are powerful tools to showcase your deals, interact with customers, and build momentum for Black Friday. Use eye-catching visuals, create shareable posts, and add countdowns to your stories. You can also collaborate with influencers to amplify your reach and build trust with a broader audience.

Encourage customers to share their shopping experiences or purchases by using a specific hashtag, which can build organic buzz and give your brand greater visibility. Running giveaways or contests can also be a great way to engage your audience leading up to Black Friday.

5. Take the Battle to ATL Media

To truly stand out during Black Friday, consider expanding your promotional efforts to Above-the-Line (ATL) media. This includes television, radio, and out-of-home advertising like billboards. These traditional media channels can help you reach a broader audience and create a sense of scale and legitimacy around your brand's Black Friday promotions.

• Television and Radio: Consider running ads on popular TV shows or radio stations that align with your target audience. Use a mix of short, impactful ads that emphasize your biggest deals and longer storytelling ads that build an emotional connection with your audience. Read more about TV advertising.

• Out-of-Home Advertising: Billboards, transit ads, and digital billboard displays can be highly effective in increasing brand visibility during the lead-up to Black Friday. Focus on high-traffic areas where your target audience is likely to see your messaging.

• Partnerships with Media Outlets: Partner with local or national media outlets to feature your brand’s Black Friday offers. This could include sponsored content, interviews, or joint promotions to boost credibility and reach.

Combining digital and ATL strategies can help create a holistic approach that ensures your brand is visible across all touchpoints, maximizing the impact of your Black Friday campaign. Additionally, ATL media can at times be more cost-effective, especially as digital marketing costs nearly double during Black Friday.

6. Personalize the Shopping Experience

Personalization goes a long way in making customers feel valued. Use customer data to offer personalized recommendations and special deals based on past shopping behaviour. Tailor your email marketing campaigns to highlight products that are relevant to each customer’s interests.

Personalized experiences not only increase conversion rates but also help build long-term loyalty. For example, offer loyal customers exclusive early access to Black Friday deals, or suggest products based on their previous purchases.

7. Simplify the Checkout Process

During Black Friday, customers don’t want to struggle with a cumbersome checkout process. Simplify your purchase journey as much as possible by offering guest checkout, multiple payment options, and clear shipping information. Using automatic discounts instead of requiring coupon codes is another way to streamline the process and make buying faster and more convenient.

Remember, every additional step in the checkout process is a potential drop-off point. By making it as easy as possible for customers to click “buy,” you’ll reduce cart abandonment and boost sales.

8. Extend the Promotion Window

Black Friday isn’t just about one day anymore—many shoppers are looking for deals both before and after the official day. Consider starting your sales early and extending them through the weekend or into Cyber Monday. This approach helps you reach a wider audience, including those who prefer to take their time rather than rush on Black Friday itself.

Offering early-bird deals or special discounts leading up to Black Friday can help spread out the sales frenzy, reducing website crashes and making the experience less overwhelming for both customers and your team.

9. Create Urgency with Limited-Time Offers

A sense of urgency is key to driving quick purchases during Black Friday. Use countdown timers, low-stock alerts, and flash sales to tap into the fear of missing out (FOMO) that motivates customers to act fast. Countdown timers on product pages or banners that show “Only X items left in stock” can be very effective in nudging people to buy.

Flash sales can also be a great way to boost traffic during slower hours of the day. Highlight these time-sensitive deals prominently on your website and social media to get as much attention as possible.

10. Prioritize Customer Support

During Black Friday, quick and efficient customer support can make the difference between a sale and an abandoned cart. Prepare your support team for an increased number of inquiries, and consider using chatbots to handle the more common questions. Make sure your contact information is easy to find, and that your support channels (live chat, email, phone) are well-staffed.

Having a smooth process for handling issues like coupon codes not working, shipping questions, or returns will help minimize frustration and keep customers happy. Excellent customer support is often what turns a one-time sale into a repeat customer.

11. Reward Your Loyal Customers

Don't forget about your existing customers during Black Friday. Rewarding loyalty goes a long way in retaining customers. Offer exclusive early access to deals, extra discounts, or even a small free gift with their order. Loyalty programs and targeted offers can make your long-term customers feel valued and keep them coming back.

Loyal customers are also more likely to spread the word about your deals, so consider offering referral bonuses for those who bring new shoppers to your site.

Make This Black Friday Your Most Successful Yet

By planning ahead, creating a seamless experience, and keeping your customers excited about your offers, you can make the most out of this Black Friday shopping event. Engage early, stay flexible, and put yourself in your customers' shoes to make the buying process as easy as possible. With the right strategy, you’ll not only boost sales but also strengthen customer relationships that last well beyond Black Friday.