Consumers’ favorite time of year is just a few days away.
Black Friday has firmly established itself in the Greek market over the past few years, with shoppers preparing their purchase lists and filling their carts in anticipation of big discounts.
If you own a business, this is your chance to increase sales and, more importantly, attract new customers who will return for future purchases.
But what steps should you take to ensure the desired results? That’s what we’ll break down in today’s article.
1. Develop a targeted strategy
Before launching any actions, it’s crucial to clarify what you want to achieve. Sales are, of course, the main goal—but they shouldn’t be your only one.
While building your strategy, answer the following questions:
- Do you want to re-engage past customers and strengthen their loyalty?
- Do you want to attract a new audience that will become advocates for your brand?
- Do you want a combination of both?
These questions must be answered before shaping your campaign strategy and budget.
2. Use all your communication channels
To achieve the maximum possible reach, utilize all your available communication channels. Here’s a list of channels that, if available, you should maximize:
- Newsletter
If you have a list of customer or user emails, create a series of newsletters announcing your Black Friday discounts. Offer an extra incentive—such as early access or an additional discount—for those who receive the email and make a purchase.
Remember, every active customer wants to feel special and like they’re truly gaining something from your offer. Small touches can make a big difference.
- SMS or Viber
Use them for short, direct messages that build anticipation around your offers. - Social Media
No Black Friday strategy is complete without social media. If there’s ever a time to give it your all—this is it.
In recent years, peaking in 2024, people are consuming video content more than ever. So a good starting point is to create videos announcing your discounts in a bold and captivating way.
If you’ve worked with influencers before, now is a great time to use them as ambassadors to promote your offers and create a sense of urgency with their audience.
Keep in mind: your content must be consistent across all your platforms.
From videos on TikTok, Instagram, and YouTube to banners on your website, your Facebook profile, and newsletters—everything should share the same aesthetic and tone to create a cohesive and appealing brand presentation.
After announcing your discounts, don’t stop there.
Create a series of value-driven content that highlights your products and educates your audience, reinforcing their desire to buy. Produce tutorials and how-to videos related to your product or service, and don’t forget to emphasize the approaching discounts.
3. Leverage up-sell and cross-sell techniques
A major advantage of Black Friday is that people are already inclined to spend money. That’s the exact mindset you need to tap into to increase your Average Order Value (AOV).
The most effective techniques to achieve this are up-selling and cross-selling.
- In cross-selling, you recommend products that complement what the customer has already selected.
- In up-selling, you suggest a higher-value or more beneficial product than the one they’ve chosen.
Whichever approach you take, the best time to implement it is before checkout or when the customer adds an item to their cart. To enhance these techniques even further, create gift bundles, offer free products after a certain purchase amount, or provide free shipping to attract buyers.
4. Make sure your website is ready
Every year, more people prefer to shop online rather than stand in long store lines.
That’s why it’s critical that your e-shop performs perfectly during this period.
First, your website must be able to handle the increased traffic. This means your hosting service needs to be capable of supporting a large number of visitors.
Also, your site speed must be fast. Research shows the ideal page load time is 0–4 seconds. After that, users are far more likely to abandon the page. To ensure your site is running at optimal speed, use Google’s PageSpeed tool.
Another factor that will keep users on your site is visually appealing and engaging content. Many shoppers buy with their eyes before they reach for their credit cards. Use high-quality images from multiple angles to show the product’s usefulness, and videos that offer a more thorough presentation. The same applies to product descriptions—they should include relevant keywords, be clearly written, and free of spelling errors.
Once all of this is in place and your site is functioning properly, it’s time to check the most important page: checkout.
Make sure the checkout process is not only simplified but fully functional.
According to studies, 21% of buyers abandon their carts due to a complicated checkout process. To minimize abandonment, streamline the process to a few steps and offer as many payment options as possible.
5. Build a dream support team
Your customer support team must be fully prepared to meet the day’s demands. Make sure they know how to resolve issues such as failed payments or delayed orders and can handle difficult situations professionally. The better prepared you are to assist each customer, the more positive their impression will be.
With these strategies, you can achieve impressive results this Black Friday and stand out in the market. If you need more support, our team is here to guide you every step of the way.
Contact us to take the next step together!