First off I want to say participating in Black Friday may not be right for you, you might not have enough margin or stock or it may not sit right from a sustainability or mass consumption point of view.
But if you have decided to join the countless brands that will be discounting over BFCM (Black Friday Cyber Monday) then here are some tips and tactics that will help you before, during and after.
Oh and if you have decided that you won’t be doing any offers then make sure your customers know so that they’re not holding off spending with you in anticipation of a juicy discount.
But before I get into the tips, here’s some Stats for you, (I love a bit of data) In 2023 UK spending over black friday weekend amounted to 8.7bn with over 50% coming from online sales and based on the US figures is expected to increase approx 2% for 2024 on 2023 spending.
On average brands discounted up to 33% with the most popular discounts by customers being (in this order) A straightforward percentage discount on everything was the most popular choice followed by bigger discounts on selected items and lastly bundle deals such as buy one get one free.
Black Friday is a great opportunity for you to boost your sales, launch new products, gain new customers, and drive sales on slow selling stocks, make Black Friday work for you.
Before Black Friday: Get Ready for the Rush
- Stock Up on Inventory No one wants to run out of their best-selling product halfway through Black Friday! Check your sales from last year to predict what will sell well this time around. Be prepared with plenty of stock so you’re not missing out on potential sales.
- Set Clear Goals Know what you’re aiming for. Whether it’s hitting a certain revenue number, increasing your average order size, or attracting new customers, define your goals ahead of time. Setting clear targets will help you measure success and stay focused during the chaos.
- Get Your Shop Ready Whether it’s your physical store or your website, make sure everything’s in top shape. Check that your customer experience is smooth, your messaging is clear, and your promotions are easy to find. Clean
- displays, organized stock, and a fast, seamless checkout process are key to maximizing sales.
- Plan Your Promotions Decide what deals you’re offering. Are you running flash sales, special bundles, or exclusive discounts? Map out the timing of your promotions so they create excitement and urgency throughout the day.
- Start Your Marketing Early Don’t wait until the last minute to promote your Black Friday deals. Get the word out in advance with emails, social media posts, and ads. The more people know about your offers ahead of time, the more they’ll be ready to shop when the day arrives.
- Train Your Team Make sure your team is prepped and ready. Train them to handle the extra traffic, deal with questions, and keep the process smooth. Whether it’s helping customers find what they need or managing checkout lines, a well-prepared team makes all the difference on Black Friday.
During Black Friday: Make It Count
- Create Urgency Black Friday is all about impulse buys, so use limited-time offers and countdowns to create urgency. Whether it’s a flash sale or “only a few left” messaging, the pressure to act quickly can drive sales.
- Upsell & Cross-Sell Don’t just settle for one sale—encourage customers to buy more! Suggest complementary products, offer bundles, or promote higher-value options to increase the size of each purchase.
- Keep Things Clear and Simple Confusion is the enemy of sales. Make sure your promotions, prices, and checkout process are crystal clear. Avoid overwhelming customers with too many choices, and focus on making it as easy as possible for them to buy.
- Offer a Smooth Checkout Experience Whether you’re handling a line at the register or dealing with a surge in online traffic, make sure your checkout process is quick and painless. Long wait times or complicated forms can lead to abandoned carts and lost sales.
- Engage with Your Customers Black Friday can be stressful, but it’s also a chance to build relationships. Be proactive—answer questions, provide recommendations, and make the experience enjoyable for shoppers. A little extra customer service goes a long way!
After Black Friday: Keep the Momentum Going
- Follow Up with Your Customers Don’t just stop at the sale—follow up with a thank-you email or a special offer to encourage repeat business. The goal is to turn those one-time Black Friday shoppers into long-term customers.
- Review and Analyze Once the rush is over, it’s time to look at the numbers. What worked? What didn’t? Take note of what you can improve for next year, from promotions to customer service, and adjust your strategies for future events.
- Extend the Deals Just because Black Friday is over doesn’t mean the shopping has to stop! Consider running promotions through the weekend or into Cyber Monday to keep the momentum going and capture more sales.
- Restock for the Holiday Rush With Black Friday behind you, it’s time to focus on the rest of the holiday season. Make sure you have enough stock of your best-selling products and prepare for the continued wave of shoppers.
- Build Customer Loyalty Use the attention you gained on Black Friday to keep building your customer base. Encourage loyalty with special offers, rewards, or exclusive deals that make people excited to shop with you again.
Black Friday can be a whirlwind, but with the right preparation and strategies, it’s a huge opportunity for your business. Focus on planning ahead, executing smoothly during the rush, and following up afterward to keep the momentum going. With this guide in hand, you’re ready to make this Black Friday your best one yet!
I’ve released a recent podcast episode on black friday ( Ep 164) which you can listen to here and you can access the Black Friday checklist here
I hope that this post helps you to continue on your journey to success and if you need any extra support then check out my free resources on my website, follow me on Instagram, subscribe to my monthly newsletter or get in touch at nicole@thebuyerandretailcoach.com
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