Despite its evolution over the past few years, Black Friday remains one of the most significant shopping events of the year.
As a business owner or marketer, it’s crucial to capitalise on this shopping period – especially ahead of Christmas – to boost sales and engage with your customers effectively. However, the nature of the event has changed significantly since it swept the UK up in its sales hype from the early 2010’s.
In this blog, we’ll explore what’s changed, what you can do about it, and how to apply effective Black Friday marketing ideas to help your business stand out from the crowd to make the most of this on-going retail opportunity.
Is Black Friday Dead?
Once upon a time, Black Friday was just one day of incredible discounts.
Falling on the Friday after the US celebrates Thanksgiving, it caught on in the UK thanks to Amazon and grew into a phenomenal retailer success, convincing shoppers to part with their money for excellent bargains once a year.
But now? One day of sales extended to a weekend… which extended to a week… which eventually became two weeks of “meh” discounts in a crowded inbox.
And yet, from a retailer’s perspective, you can’t ignore it.
Here is a snapshot of 2024 Black Friday buying habits in the UK…
- 68% of Black Friday purchases were made online, plus 12% click-and-collect, and 20% in physical stores
- Around £1.12 billion was spent in the UK alone
- £623.9 million was spent via mobile, around 55.9% of total online spend
- Clothing had the highest average spending during Black Friday in 2024 in the UK
- But… 2024 also saw a shift in buying behaviour with Sunday and Saturday actually outperforming Black Friday
So, although the spend is still there, the day has lost its spark somewhere along the way.
As a smart business owner, you’ll need to cut through the noise and offer truly irresistible offers to help you stand out.
What works for Black Friday now?
What may have worked before when marketing your Black Friday deals may not be as impactful now.
Instead, some retailers are developing clever ways to connect with their customers.
Can you consider…?
Offering early-access lists – entice customers to join a Black Friday waiting list that provides access to limited-time discounts at a truly valuable price-point. This not only builds anticipation but triggers that feeling of FOMO with its exclusivity. It’s also brilliant for capturing customer data for your subsequent campaigns.
Giving mystery discounts – an idea we love is to offer something a little more fun, like a mystery discount card (in-store) or email (online). The enhanced jeopardy adds a sense of exhilaration to the deal and offers a unique twist on the traditional discount model.
Excelling at customer service – we can’t say it enough; customer service is KEY. If you focus on delivering additional value to your customers, you will build loyalty. Alongside your Black Friday discounts, explore how you can go above and beyond – whether that’s offering extra social media tutorials, reaching out directly to new customers, or expanding your offering in new and exciting ways.
Bring these ideas to life
Once you’ve decided on your direction, it’s time to hone your Black Friday campaign.
Execute your strategy well by…
Building anticipation with Black Friday teasers
The anticipation leading up to Black Friday is still palpable, and as a business, you have the opportunity to harness this energy by creating a sense of excitement and intrigue among your audience. Employing teaser tactics – especially if you are offering an exclusive discount list – gets your customers engaged and eagerly awaiting the big day.
Instead of jumping into a two-week sales gimmick, consider sharing sneak peeks of your Black Friday deals through various marketing channels, including social media, email campaigns, and your website instead.
Countdown timers can be a dynamic addition to your website, instilling a sense of urgency and signalling the impending shopping frenzy, stoking the excitement and preparing your audience for the incredible deals and experiences your brand has in store.
Creating eye-catching Black Friday visuals
To stand out on Black Friday, design is key.
Visually stunning banners, social media graphics, and email templates are a non-negotiable, with reds, blacks, and deep blues often associated with this shopping promo. Bold typography, featuring clear and concise messaging, is equally vital, as are high-quality images of your best deals.
Shoppers are swayed by what they can see, so make sure to showcase your most enticing discounts and products in a visually appealing way.
Bundling deals and upselling for Black Friday
Savvy shoppers are often on the lookout for not only discounts but ways to maximise the value of their purchases.
One effective strategy to achieve this is by creating bundle deals that encourage customers to buy more. These can include a mix of complementary products or related items that, when purchased together, provide a discount greater than the sum of their individual prices. This will not only increase the perceived value for customers but also raise your average order value.
In addition to bundle deals, consider employing upselling and cross-selling tactics throughout your online store. Strategically placing higher-tier products or services (upselling) or related or complementary products (cross-selling) during the checkout process or within product pages can lead to additional sales and increased revenue.
Your Black Friday marketing strategy
You’ve got all the ideas, but now it’s time to put it into play.
If you’re not sure how to execute your Black Friday marketing campaign, get started with these 5 simple steps:
- Leverage email marketing for Black Friday
Email marketing remains a robust and versatile tool for Black Friday promotions, allowing you to engage with your audience directly and deliver compelling offers straight to their inboxes. The success of your email campaigns largely depends on crafting enticing subject lines and creating content that captures your audience’s attention. With an over-crowded inbox during the Black Friday season, your subject lines must be attention-grabbing and provide a glimpse of the valuable offers inside.
Segmentation is another vital element in your email marketing strategy. By categorising your email list into different customer groups based on preferences, behaviour, or demographics, you can send targeted messages with relevant offers. Personalisation is a key driver of success, and tailored recommendations, based on a customer’s past purchases or browsing history, can significantly boost sales.
2. Implement a social media blitz for Black Friday
A well-executed social media blitz can be a game-changer in reaching and engaging your target audience. It’s crucial to plan a comprehensive social media strategy leading up to and during Black Friday. This plan should include a mix of content types, from regular videos and stories to live Q&As and contests. A social media blitz creates excitement and anticipation among your audience, ensuring they are aware of your deals and ready to take action.
One effective approach is to run contests or giveaways. These interactive activities not only engage your existing followers but also have the potential to attract new ones. Contests, with attractive prizes or discounts, encourage user participation and sharing, expanding your brand’s reach.
Collaborating with influencers can also be a strategic move to promote your products and sales. Influencers, with their established following and credibility, can help generate buzz and build trust around your Black Friday offerings.
3. Ensure mobile optimisation for Black Friday
Given the incredible rise in mobile shopping since Black Friday’s introduction to the UK, it’s essential to ensure your website is mobile-friendly.
We all know that mobile optimisation can significantly impact the user experience and conversion rates – and should be an extension of your keen attention to excellent customer service. Make sure your site loads quickly, is easy to navigate, and offers a seamless shopping experience on all devices.
4. Retarget abandoned carts for Black Friday
Many shoppers add items to their carts and then leave without completing the purchase.
Implement retargeting campaigns to remind them about the products they’ve left behind, and consider offering an extra incentive, like a further discount, to encourage them to finalise their purchase.
These reminders can be especially effective during the Black Friday sales rush when shoppers may be overwhelmed with choices and distracted by the multitude of deals available.
5. Share Black Friday User-Generated Content
One of the most potent tools in your Black Friday marketing arsenal is leveraging user-generated content (UGC). Encouraging your customers to share their Black Friday shopping experiences and purchases on social media can create a powerful ripple effect. UGC is a testament to the authenticity and trustworthiness of your brand, as it reflects the real experiences of satisfied customers. Shoppers often look to the experiences of others before making their own decisions, and UGC serves as a valuable resource for potential customers.
To harness the full potential of UGC, actively encourage customers to post their Black Friday hauls, unboxing experiences, and reviews. You can launch specific campaigns or contests centred around sharing UGC, offering incentives or rewards for participation. Once you’ve collected a treasure trove of UGC, showcase it prominently on your website and across your social media channels. These posts act as powerful endorsements of your brand and its products, providing social proof that can sway the decisions of potential buyers.
Black Friday is still a huge opportunity
While it may have outgrown its original purpose, Black Friday is still a golden opportunity to boost your sales and engage with customers.
By trying something new and implementing your own creative marketing ideas, you can help your business cut through the noise of mediocre discounts to stand out in the crowded marketplace.
The key to success is to plan early, offer exclusive deals, and provide exceptional customer service to create a Black Friday campaign that leaves a lasting impression.
Working with Piece of Cake Marketing to create your Black Friday content
If you need some inspiration or support with your content creation and planning for your social media accounts, Piece of Cake marketing can help.
Ask us about our social media content creation service, where we partner with you to create expert content uniquely designed for your brand or business each month, based on your marketing objectives. To find out more, head to: Social Media Content Creation Service.