Black Friday eCommerce Strategy

Despite it feeling like we only entered 2024 five minutes ago, it turns out we’re actually closing in on the end of the year. Which means we’re about to enter the most intense trading period for the majority of e-commerce brands, highlighting the importance of a solid Black Friday eCommerce strategy.

Maximising Black Friday Success

Black Friday and Cyber Monday (BFCM) have become cornerstone shopping events globally, where consumers are primed to hunt for deals, and businesses prepare to reap the rewards. However, simply slapping a discount on your products may not be enough to stand out in a highly competitive marketplace, and for some brands, it might not even be necessary. So, how can you make the most of this shopping frenzy?

Strategic Tips for eCommerce Brands

Here are some top tips to help you fine-tune your Black Friday eCommerce strategy, while ensuring you balance the value offered to your customers with what’s valuable for your brand.

1. Make Black Friday as Valuable for You as It Is for Consumers

While consumers expect great deals, you can make Black Friday a valuable data-gathering opportunity for your business. Early access offers or preferential discounts for those who sign up in advance can create a sense of exclusivity while helping you collect customer information.

Why it works: Consumers are eager to secure the best deals and are more likely to share contact details if it means they’ll get early access to your sale. This not only drives early engagement but also builds out your database with warm leads. After Black Friday, you can nurture these leads, leading to more long-term customer relationships, not just one-off purchases.
Pro tip: Create a targeted pre-sale email list where subscribers get exclusive deals. It’s a win-win; customers feel like VIPs, and you build a strong contact list to use beyond the festive season.

2. The Value of Your Black Friday Discounts and Offers Matter

Today’s consumer is savvy and willing to spend time hunting for the best deals. They will compare prices across multiple platforms and often abandon purchases if they feel the discount isn’t competitive enough.

Why it works: When crafting your Black Friday offer, ensure your discounts are genuinely competitive. Understand what your competitors are offering, and find a sweet spot where your discount is attractive without eroding your profit margins. Consumers have access to price comparison tools and can easily switch
brands for a better deal, so you need to stand out in terms of value.
Pro tip: Don’t just compete on price; enhance the value by offering bundles, free shipping, or gift-with-purchase promotions. This perceived added value can sway undecided shoppers without slashing your prices too much.

3. Test the Customer Journey Well in Advance

As a business, your website is your virtual storefront, and the stakes are even higher during Black Friday. If your website crashes, discount codes don’t work, checkout processes fail, or customers encounter security issues, the consequences can be severe. Issues will immediately put buyers off, erode trust, and lead to abandoned carts and lost sales. Therefore, testing your website’s performance, security, and user experience well before Black Friday is critical component of any Black Friday eCommerce Strategy.

Why it works: Consumers expect a seamless, fast, and secure shopping experience. If your website takes too long to load, glitches during checkout, or lacks proper security measures, customers will abandon the process and find a competitor. Ensuring your site can handle high traffic, offers multiple, secure payment options, and streamlining the customer journey not only improves conversion rates but also builds long-term trust.
Pro tip: Before Black Friday hits, conduct tests to see how your website performs under high traffic conditions. Run A/B testing on different parts of the customer journey, and ensure your checkout process is smooth and intuitive. Implement the highest security measures for payment and customer data protection to
minimise the risk of data breaches.

4. Black Friday Isn’t Mandatory for Every Business

While Black Friday is nearly synonymous with discounts for many sectors, particularly in FMCG, electronics, and mass-market lifestyle brands, it isn’t the right fit for every business. If you’re a luxury or niche brand with less
competition, you may find that participating in Black Friday does more harm than good.

Why it works: Discounting a high-end or niche product can undermine its perceived value, potentially cheapening your brand in the eyes of consumers. If your customers are more motivated by exclusivity, craftsmanship, or innovation, offering discounts might not align with your brand ethos. You may even alienate
your loyal customers who are willing to pay full price because they believe in the value of your product.
Pro tip: Instead of offering steep discounts, consider alternative campaigns, such as a limited-edition product release or a value-added experience, which align with your brand’s identity without devaluing your product.