Another Black Friday is just around the corner. The favorite shopping period for Americans, which begins after their Thanksgiving, has firmly established itself in Greece in recent years, marking the start of the holiday retail season.
In case you’re not familiar with what Black Friday is (how is that even possible?), it’s a day when businesses offer unexpectedly high discounts on their products in order to attract consumers and boost sales.
If you own a business, Black Friday is one of the most important commercial days you need to take advantage of—not only to increase your sales but also to raise awareness of your brand.
So how can you achieve that?
Below we break down some key actions that will help you be well-prepared.
- Set your goals
It’s crucial to plan exactly what you want to achieve on Black Friday, and your goals need to be measurable. For example, your objective might be to increase e-shop sales or grow your newsletter subscriber list. Whatever your target is, it must be clearly defined because your strategy will be built around it. - Create an “early access” email list
Black Friday is a great opportunity to grow your newsletter email list. A best practice is to create a website pop-up or social media graphics a few weeks before Black Friday, inviting people to subscribe to your newsletter to be the first to learn about the discounts. You can entice them further with a coupon or an extra discount code given automatically upon signup. By increasing your email list in the lead-up to Black Friday, more people get to know your brand, and you can build lasting communication. Don’t forget: email marketing has the highest ROI (Return on Investment) and is one of the most cost-effective channels. So, make the most of it during Black Friday and beyond. - Ensure your website runs perfectly
In the past, Black Friday was primarily about physical stores. But with the rise of e-shops, many consumers now prefer to shop from the comfort of their homes. This means that if you have an online store, it needs to run flawlessly. What does that mean?
Firstly, it should be able to handle a high number of visitors. This means the web host that powers your site needs to support increased traffic.
Another critical factor is page speed. Research shows the ideal loading time is between 0–4 seconds. After that, users start abandoning the site. Use tools like Google’s PageSpeed Insights to check your load time and make the necessary adjustments.
Another key factor for user-friendly navigation is having optimized content—from high-quality photos to detailed product descriptions. Many consumers shop with their eyes first. So use high-quality images from different angles to help users understand the product. Likewise, product descriptions must be well-written, detailed, and free from typos.
And of course, make sure the checkout process is streamlined and fully functional. Approximately 21% of online shoppers abandon their carts because the checkout process is too complicated. To keep your abandonment rate low, ensure the process involves just a few steps and offers various payment options. One final and favorite tip: if someone abandons their cart, automatically send a reminder email. Sweeten the deal with an extra discount, a free gift, or free shipping to encourage completion.
- Use up-sell/cross-sell techniques
Black Friday is one of the best times to “convince” consumers to spend more. Remember, many shoppers arrive with the intent to buy, so they’re already closer to purchasing than your average visitor. Two effective techniques are cross-selling (recommending complementary products) and up-selling (encouraging the customer to buy a higher-value product).
Whichever technique you choose, the best time to apply it is just before checkout or when the product is added to the cart. Don’t be afraid to offer extras, like gift bundles, free products after a certain purchase amount, or free shipping—these not only increase conversion but also create a positive impression, which can lead to long-term loyalty.
4+1 Leverage social media
Social media is one of our favorite channels, especially for events like Black Friday. It’s the perfect place to spread the word about your discounts and build anticipation. Create teasers, countdowns, and eye-catching graphics that excite your audience. And don’t forget to use the right hashtags so as many people as possible discover your promotions.
Pro tip: Whatever strategy you choose, try to create a sense of urgency. No one wants to miss out on the last stock of a beautiful dress or lose a great deal by a few hours. Use this—but in moderation.
The day after Black Friday
Don’t think of Black Friday as just a one-off event or sale week. See it as a great opportunity to introduce new people to your brand and win them over through the products you offer. Unfortunately, research shows that Black Friday shoppers have the lowest long-term value for businesses.
But it’s up to you to change that by creating a personalized experience for the user. Send a thank-you email after purchase, and after a little time has passed, ask for a review of the product and their experience. Use the data you collect to build a two-way relationship that keeps your brand top of mind and brings customers back.
These are some of the most important steps you can take to ensure your business succeeds this Black Friday. It’s a lot of work and requires strategic planning to be successful. That’s why our team is here—to help you reach your goals, not just for Black Friday but all year round.
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Contact us to take the next step together here.
