Black Friday Marketing Ideas for eCommerce

Let’s face it, if you’re running an online business, you simply can’t ignore Black Friday. It’s one of the most important retail holidays not only in the United States, but now in Canada too.

In this post, I’m not going to bore you with statistics or studies trying to convince you why Black Friday is important.  It is important.

Instead, I’m going to share some ideas on how eCommerce businesses can prepare their digital marketing efforts for Black Friday.  It’s all actionable ideas for you to execute immediately.

Let’s get started!

When is Black Friday in 2019?

This year, Black Friday falls on Friday, November 29, 2019.  It’s usually earlier in November but this is different.

When to Start Black Friday Promotions?

There’s a couple of ways of going about when to start your Black Friday sale.

I know there are many retailers who start their sale very early on while others may start it one week or a couple of days before.

Here’s what I usually recommend:

 

What to Promote During Early Black Friday

Do you need to have an Early Black Friday sale? No, but you know what, many retailers have started promoting their sale early during the month.  While I don’t recommend promoting your actual Black Friday sale just yet, you can take advantage by creating an Early Black Friday Sale.

Here’s how it works: I usually like to promote only specific items and not the actual full Black Friday Sale.  This will help create buzz and anticipation for the actual sale that starts on Thursday.  You can have a daily flash sale during your Early Black Friday on one product and eventually have all those items available during the Black Friday promotion.

Where to Promote a Black Friday Sale

Here’s a list of channels to use when promoting your sale so you can drive traffic to your online store.

• Online Store
• Email
• Facebook Page Post, Stories & Ads
• Instagram Post, Stories & Ads
• Display Ads (retargeting ads included)
• Search Ads (Google Ads)
• Affiliates, Cashback Sites and Coupons Networks

How to Plan Your Black Friday Marketing Campaigns

Here’s a simple list of things you need to do so you can plan a success Black Friday sale for your online store.

1. Start planning early (1-3 months prior)
2. Decide what the promotion will be (discount, items on sale)
3. Make sure inventory is available
4. Communicate details about the sale with your team including customer service and shipping
5. Assign tasks
6. Setup up campaign in your shopping cart (coupon codes, pricing rules, start/end dates, number of uses, discount amount…)
7. Prepare a landing page for your sale (include promotion details or items on sale)
8. Choose digital channels where you will promote the sale (website, email, social, affiliates…)
9. Plan your advertising and promotional campaigns in your calendar so you know when to start promoting
10. Structure all marketing campaigns on all channels so you know what content to prepare
11. Prepare campaign content (banners, headlines, copy, captions, URLs, tracking…)
12. Create and schedule call campaigns
13. Test, test, test!
14. Launch and enjoy the results!

Black Friday Promotion Ideas for eCommerce

Now that you know what it takes to plan a successful campaign, what type of promotion should you have.

NOTE: I will be updating this post with actual examples in the future.

Here’s a list of ideas you can try:

1. Offer a discount % or $ (sitewide, specific categories or specific products)
2. Offer a discount with a minimum purchase amount (Save 35% on orders over $100)
3. Offer a gift with purchase
4. Offer free shipping on all orders
5. Create an exclusive bundle offer
6. Create a daily deal for each day leading to or during BF
7. Create hype by having an Early Black Friday Sale
8. Create a preview (sneek peak) of items that will be on sale through email and social media
9. Create a guide highlighting list of items people might buy as gifts
10. Referral incentive (refer a friend this week and get $x)
11. Donate to a cause on all purchases made during Black Friday

Ideas on How to Promote Black Friday Promotion

Now that you’ve got an amazing promotion planned for Black Friday, here’s a list of ideas on how you can promote this sale across the Internet.

NOTE: I will be updating this post with actual examples in the future.

1. Promote it on your homepage (hero)
2. Include the sale in your website header so it’s visible sitewide
3. Send multiple emails to your subscribers
4. Promote it on Facebook (page, stories & ads)
5. Promote it on Instagram (page, stories and ads)
6. Create an event for it on your Facebook page
7. Create an Instagram Story with a countdown
8. Use popular Black Friday hashtags on social media posts
9. Create an Exit-intent banner so when people leave the website, they’re told about the sale
10. Work with influencers

How to Increase Conversions & Sales During Black Friday

Here’s a list of eCommerce tactics you can implement to help you get the most out of your Black Friday sale.  These tactics will help increase engagement, conversions and total revenue.

1. Add email signup form on your Black Friday sale before the sale starts so you can notify customers when sale starts
2. Add a countdown in your emails
3. Add a countdown on your Black Friday landing page
4. Add a countdown on product pages that are included in the sale
5. Re-target shoppers with ads showcasing items they looked at but didn’t buy
6. Send cart abandonment emails of items people forgot in their cart (include countdown)
7. Email customers reminding them how much time left before sale ends
8. Create upsells when they add items to their cart or during checkout
9. Provide live chat for quick answers to customers especially on product pages
10. Add Extended hours for customer service so you can reply to customers faster (before sale ends)
11. Highlight your returns policy on product pages so people feel reassured
12. Email customers with different subject lines if they didn’t open or click on your Black Friday emails
13. Retarget visitors of your online store in the last 7 days with a message telling them how much time is left before sale ends

Conclusion

I hope this post has given you many ideas on how to plan for a successful Black Friday. If you need Black Friday email Subject lines or want to learn more about how you can plan your email campaigns, take a look at our Email Marketing Planner.

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