The Black Friday marketing playbook is familiar by now: start earlier, warm up audiences, automate remarketing and increase spend when demand peaks. 

But when someone is ready to buy, another question matters: can they complete the purchase without a reason to pause? 

A delivery fee appears at the final step. The discount needs a code they can’t find. Their size is unavailable. Checkout asks them to create an account. Your advertising has brought them this far, but the buying journey gives them a reason to leave.