“Remember, remember the 29th of November. Discounts, offers and shops!”
If you’re an eCommerce leader then this date needs no introduction.
It is the time of year when your strategy can make or break your quarter – or perhaps even your year. But instead of letting the pressure get to you, let’s dive into some of the common Black Friday pitfalls which even seasoned eCommerce pros can fall into and how to avoid them with a bit of wit, wisdom, and a dash of creativity.
Is it a day? No!
Is it a month? No!
Is it a season? Well, maybe. One thing’s for sure, Black Friday is no longer just one day. Running your promotion solely on the Friday and all that additional competition will mean Cost Per Milles skyrocket. How to prevail? Extend your offer. Start the hype a couple of weeks before with a soft launch or a VIP sale, and keep the momentum going through Cyber Monday. Just don’t forget to change up your messaging for the actual weekend to reignite that sense of urgency. Last year 38% of shoppers wished they’d started shopping earlier, according to Google, so lean into that!
During Black Friday, the internet turns into a noisy marketplace where everyone is shouting for attention. Cutting through it with a well-timed email or SMS can be the difference between a sale and a missed opportunity. By running lead generation campaigns before the madness begins, you can gather valuable first-party data. This will help you stand out and keep you connected with potential customers long after the sales are over. Plus, you’re not going to regret it when January’s quiet period hits. Just make sure you’re transparent about consent and the data you collect.
Black Friday shoppers can be fickle. They swoop in for the deal and then disappear into the abyss of the internet. That’s why you need a solid retention plan. Consider a post-purchase flow that nurtures new customers, turning one-time-deal gannets into repeat business. Remember, the profit margins during Black Friday can be tight (especially if you’re a smaller brand), so the real value lies in retention and maximising customer’s lifetime value.
In the midst of the paid media frenzy, don’t forget about the quiet power of SEO. A well-optimised Black Friday landing page is worth its weight in content, bringing in organic traffic at a fraction of the cost of paid ads. Get that page up one to two months in advance to start driving targeted traffic and leads to your page – whether that’s branded searches or broader terms like “Black Friday [product] deals”.
Well you might expect us to say that – but hear us out! There’s a growing trend for brands to opt out of Black Friday due to concerns about sales fatigue or profit margins. And we get it, but to do this would be foolish; Black Friday sales are on the up. According to Google last year there was a record $1.17 trillion worth of sales. If you don’t participate, you will miss out on new customers.
But…if you’re intent on not following the crowd, there are some alternatives to capitalise on the sales on your own terms. Our client, Immaculate Vegan, offered a percentage of its profits during Black Friday to charity; its whole USP is around sustainability, so this strategy maintained their brand integrity but also resonated with their ethically-minded customers. You could also emulate Amazon and create your own brand-specific event (e.g. Prime Day). Another Space & Time client, Funko, runs an offer on its anniversary every year in September which is a nice differential if you can’t be as competitive as you’d like on Black Friday.
And finally, those are the things you shouldn’t be doing, but what should you definitely be doing? Black Friday isn’t the time to experiment blindly. If you haven’t been testing your offers, creatives, and messaging well in advance, you’re rolling the dice. Learn from what worked (and didn’t) in previous years, and run smaller tests leading up to the big day. This will not only give you insights into what resonates with your audience but also provide a roadmap for future campaigns.
That November date is edging closer – but there’s still time to fine-tune your strategy, plan smart, and turn those one-time shoppers into loyal customers.
And speaking of growth, welcome to the second article in our series: Redefining Potential: Mastering Growth Through Adaptation. It’s designed to give you the insights to get to grips with your eCommerce metrics and unlock the key drivers of your brand’s success. So, if you’re ready to ace this Black Friday and beyond, why don’t you drop us a message?