Black Friday and Cyber Monday (BFCM) are two dates that can make business owners do a happy dance when they check their sales numbers.
The stats are pretty exciting this year. We're looking at holiday sales hitting $1.353 trillion in the US alone (a 4.8% jump from last year). Online shopping is (unsurprisingly) taking off, with Black Friday ecommerce expected to grow by 9.5%, while in-store shopping is predicted to increase by 3.7%.
I know what you're thinking: "I definitely need to get in on this, but where do I even start?" Trust me, you're not alone. Lots of store owners scratch their heads trying to figure out how to stand out during BFCM.
Good news though. I’ve been chatting with marketing experts and they've shared their best strategies for crushing it this Black Friday.
Want to hear what they recommend? These aren't just any old tips—these are proven tactics that could really boost your sales.
Black Friday marketing ideas that actually drive sales
Everyone and their grandma runs Black Friday deals these days. But there's a huge difference between just slashing prices and driving serious sales.
These proven marketing strategies will help you stand out in the holiday shopping chaos and maximize your revenue.
1. Enhance your bestselling product
Huge discounts like 50% off can eat into your profits, I get that. But there's another way to boost sales without cutting too deep into your margins—try bundling your products together.
Think about phone accessories. Instead of slashing prices, you could package a phone case with a "free" screen protector. Sure, you build a bit of the screen protector's cost into the bundle price, but customers still feel like they're getting a great deal.
Neutrogena does this really well. I saw them run a promotion where they combined a 30% discount with free shipping and threw in two free samples. They even created some urgency by mentioning the samples were only available "while supplies last."
2. Use a countdown timer to create urgency
Let's talk about the fear of missing out (FOMO). You know, that feeling when you think you might miss out on something great. It's super powerful during Black Friday.
Think about how you feel when you see "Flash sale, next 2 hours only!" Your heart beats a little faster, right? That's what you want your customers to feel. When you throw in a killer deal like 50% off, people are way more likely to hit that buy button.
And here's a cool tip: You don't have to cram everything into just one day. You could spread your deals throughout Black Friday weekend (usually four days).
Maybe kick things off with an amazing discount on day one to get people excited. Then, gradually dial it back over the next few days.
3. Partner with brands for joint promotions
That old saying "You scratch my back, I scratch yours," makes perfect sense—yes, even in business!
The numbers back this up too. Brands that work together to promote each other typically see their new customers jump by about 23%. Once you start paying attention, you'll spot these partnerships everywhere.
The trick is to find brands that aren't competing with you directly but trying to reach the same kinds of customers.
Take what Spotify and Starbucks did one Black Friday: Starbucks offered their Rewards members a free premium trial of Spotify, while Spotify users got bonus Starbucks points.
Both brands were after those music-loving, coffee-drinking millennials without stepping on each other's toes.
4. Show customers products they might like
Netflix’s recommendation engine knows just what show you'll want to binge next. Online stores do the same thing. When you're shopping, they pay attention to what catches your eye and what you end up buying and then use that info to suggest other items you might love.
AI is getting really good at figuring out what people want. If you run an online store, using AI to personalize recommendations could be a game-changer for your sales. For example, Melissa Lush, CMO of all-natural household cleaner Force of Nature, says, “Segments AI makes it quick and easy to build segments with as much precision as we need.”
Consider this: Your VIP customers might love early access to deals, while people who abandoned their carts might jump at an extra discount. And those customers who always buy from specific categories? Hit them with perfect bundle deals. It's all about speaking to what each group wants, which usually means more sales all around.
5. Launch a teaser campaign
A Black Friday teaser campaign is like dropping little breadcrumbs of excitement. When you start dropping hints about your upcoming sale a few weeks early, you do more than make an announcement—you create buzz.
Here are some teaser copy examples that could get your customers excited:
- "❄️ Something BIG is coming...Black Friday's going to hit different this year. Set your alarms for November 29th!"
- "🤫 Psst...Our biggest discounts of the year are just around the corner. Want a sneak peek? Join our VIP list!"
- "🎁 We're wrapping up something special...Our Black Friday deals are so good, we can barely keep them under wraps!"
6. Optimize landing pages for conversions
Holiday shopping pages are your friend during the busy season. They do double duty—bringing in people searching for deals on Google, while also giving your ads and emails the perfect place to send eager shoppers.
Here's what I mean: Every Black Friday, tons of people hunt for laptop deals online. Why not create a dedicated page just for your laptop sales? You can optimize it with all the right keywords so it shows up in searches, then point all your Black Friday ads and social posts to that same page.
That way, when someone clicks through, they land exactly where they wanted to be—looking at those sweet laptop discounts.
7. Work with influencers
Looking to reach new audiences this Black Friday? Taking a page from ASOS's playbook could be a smart move; they had a pretty clever approach. The brand teamed up with social media creators who shared their shopping "hauls" before Black Friday hit - and they're doing it again this year.
These creators didn't just show off their finds—they made it super easy for followers by listing every item in their descriptions. That way, people could quickly grab what caught their eye on ASOS's site when Black Friday rolled around.
8. Use videos to showcase your deals
Did you know that viewers typically retain 95% of a message when they watch a video, compared to just 10% when reading text? It's no wonder video content has become such a game-changer.
With the overwhelming amount of content flooding our screens these days, video offers a welcome break for our tired eyes. That's why smart businesses are jazzing up their Black Friday campaigns with video content.
Now, I know what you might think: "Video marketing sounds expensive and complicated." But it really doesn't have to be. You can create awesome Black Friday videos without fancy equipment or professional videographers—just grab your smartphone, come up with a creative idea, and you're good to go!
Here’s an example of Black Friday video marketing from JCPenney:
9. Promote a no-hassle return policy
It's fantastic when a store says, "Hey, don't love it? No worries, just send it back!" That's why highlighting your easy returns or no-questions-asked refund policy can work wonders. It tells customers, "Look, we're so confident you'll love this, we're taking all the risk off your shoulders."
Want to buy something but are on the fence? Knowing you can easily get your money back makes it easier to click that 'Buy Now' button. And here's the thing—while some business owners worry about returns eating into their profits, it often works the other way around.
If someone tries your product and loves it, they probably won’t just keep it, they’ll come back for more. Here’s an example of Nordstrom advertising “Free returns” on their checkout page.
10. Run an email campaign leading up to Black Friday
One of the best-kept marketing secrets is in your inbox right now. For every dollar you spend on email marketing, you could get $36 back. No other marketing channel even comes close to that return.
And when it comes to Black Friday, email is your secret weapon. Your customers are already expecting amazing deals during this season. Why not build excitement by sending them exclusive offers a few weeks before the big day?
Take Sephora's approach, for example. They masterfully created urgency and exclusivity in four clever ways:
- Offering early access to their Beauty Insider members (their loyalty program).
- Using tiered offers that encourage larger purchases.
- Adding personality with emojis and playful language while staying true to the premium beauty brand voice.
- Creating FOMO with clear deadlines and limited-quantity messaging makes online shoppers act quickly to avoid missing out on a great deal.
11. Create deals that match customer needs
Having a great product is only half the battle. If you're talking to the wrong crowd, it's like trying to sell ice cream at a dentist's convention.
The real magic happens when you truly get to know your audience. What keeps them up at night? What problems are they trying to solve? For example, if you're selling eco-friendly water bottles, your target audience might be environmentally conscious young professionals who want to reduce plastic waste while looking stylish at work.
Your message should speak directly to these values: "Join the movement to eliminate single-use plastic with our designer bottles that look as good as they feel."
And here's a little pro tip: Consider offering new customers a sweet deal to get them through the door. Maybe something like "15% off your first purchase this week only." I've seen this work wonders—it gives people that extra nudge they need to try something new, without breaking your marketing budget.
12. Make Your CTAs clear and actionable
Your Black Friday landing page is your digital storefront during the biggest shopping event of the year. You want to make it super clear what amazing deals you're offering and when shoppers need to act.
Here's a fascinating stat: Landing pages with a single call-to-action button typically see a 232% higher conversion rate compared to pages with multiple CTAs. So make that button count! Whether you want visitors to join your email list or shop now, make it crystal clear what they should do next.
Don’t forget to add social sharing buttons for Facebook and Twitter—word of mouth is still one of the best forms of marketing, even in the digital age.
13. Share your values
Let's flip the script on Black Friday. Sure, everyone's screaming about discounts, but you've got something more meaningful to offer. Your values can be your superpower, especially when competing with big-box retailers.
Take Patagonia, for instance. During past Black Friday sales, they've actually encouraged people to repair their existing gear rather than buy new stuff. They even ran their famous "Don't Buy This Jacket" campaign, highlighting the environmental impact of consumerism.
14. Plan ads strategically
If you're planning your Black Friday ads strategy, let's talk about the elephant in the room: Q4 advertising costs.
According to Meta's advertising data, CPMs typically surge 30-40% during the holiday season compared to the rest of the year.
Why the price jump? Well, think of it like a crowded auction house. Every retailer fights for ad space during these precious weeks. And when you've got 200 million Americans hunting for Black Friday deals, those clicks become pretty valuable real estate.
But don't let the higher costs scare you away. With the right game plan, creativity that pops, and laser-focused targeting, you can still make those premium ad spots work hard for your business.
15. Optimize for mobile
Yes, in the year 2024, we are still saying "optimize your website for mobile." It still gets overlooked.
But, the numbers don't lie: Mobile shopping is huge. On Black Friday 2023, more than half of all online purchases (54%) came from people tapping away on their phones. Adobe thinks we'll see similar numbers this year.
And here's the exciting part—mobile shoppers aren't just browsing; they're spending big. Adobe forecasts that mobile sales will beat desktop by a whopping $15.4 billion, or about 13.6%.
With the quick pace of Black Friday deals, a buggy or difficult checkout process can turn your customer toward a competitor. At the very least, it’s frustrating.
And hey, I know what you're thinking: "My website's fine!" But even the biggest retailers hit snags sometimes. That's just tech for you. But during the biggest shopping day of the year? That's when you really can't afford any hiccups.
So here's the golden rule for Black Friday: Test, test, and test again, especially on mobile. Because let's face it, most of your shoppers are probably scrolling through deals on their phones while digesting their turkey dinner.
16. Offer “Buy now, pay later”
Buy now, pay later (BNPL) services like Klarna and Afterpay aren't just a trend—they're becoming a must-have for retailers.
During the 2023 holiday season, shoppers used these services 14% more than before. And here's the real kicker: Customers using BNPL spent a whopping 48% more on Black Friday than those paying with cash or credit.
But perhaps the most eye-opening stat? About one in five shoppers say they'd take their business elsewhere if a store doesn't offer BNPL options. That's a lot of potential sales walking out the door.
Further reading: Introducing: Buy Now, Pay Later with Whop
17. Target abandoned carts
We all know abandoned cart recovery is a year-round must-have. But, Black Friday is actually the perfect time to give those recovery messages a fresh look. Why not do a quick check to make sure your cart abandonment emails and texts are firing correctly and hitting the right notes?
Want to boost recovery rates? Try personalizing your messages by showing shoppers exactly what they left behind—that blue sweater or those sneakers they were eyeing.
And since it's Black Friday, you could even sweeten the deal with a special "we want you back" offer. Just a little extra incentive might be all it takes to get them to complete that purchase.
18. Host a live shopping event
Live shopping events are a great way to get people excited and talking about your brand.
Picture this: You're hosting a live session on Instagram where followers can join in on quick, entertaining challenges, show off their most creative product styling, or share their funniest shopping story.
While everyone has a blast competing for prizes, they also get hyped about your upcoming Black Friday deals. And when it comes time to share your special offers, you've already got an enthusiastic crowd ready to shop.
Do you know why it's so effective? When you're watching a live stream, you can ask the seller questions immediately. Like "Hey, does this come in blue?" or "How's the sizing on this?" It's almost like being in a physical store, except you're in your PJs on the couch.
19. Send SMS reminders for flash sales
Let me tell you about a Black Friday marketing secret that's hiding in plain sight: SMS marketing. It might seem like a throwback, but it's still incredibly powerful in 2024, almost like having a direct line to your customers' pockets.
While email campaigns are all about building momentum (the messages that start hitting your inbox weeks before Black Friday), SMS really shines when you use it during the actual sale. It's like having a friend text you, "Hey, that jacket you wanted is 50% off RIGHT NOW!"...immediate, attention-grabbing, and super effective.
Here’s an example of SMS marketing by Bed Bath & Beyond.
20. Create a referral program
Give your existing customers an incentive to spread the word and they'll bring new shoppers right to your door.
A great example is Away Luggage's Black Friday referral program in 2022. The brand got really creative with its "Pack Your Bags" promotion. Existing customers could earn up to $150 in store credit by referring friends, with the rewards stacking up in tiers:
- First referral: $50 credit
- Second referral: Additional $100 credit
- Referred friends each got $50 off their first suitcase
The timing made this particularly smart—the brand launched it just before Black Friday, knowing people would be shopping for holiday gifts and travel gear. Plus, people often ask friends about luggage before buying, so it felt natural for customers to make recommendations.
The tiered approach was genius because it encouraged multiple referrals instead of just one-and-done. People got excited about reaching that $150 reward level, and Away benefited from each new customer brought in.
Black Friday marketing strategies used by brands
Black Friday has evolved from a single-day dash to a full-blown marketing extravaganza where brands pull out all the stops. From doorbuster deals to psychological pricing tricks, retailers have mastered the art of turning holiday shopping into a can't-miss event. Here’s a peek.
Glossier’s only sale of the year
Cosmetics brand Glossier famously doesn’t offer sales very often, except for Black Friday. This helps build momentum and encourages customers to shop since getting a deal is rare. Since Glossier typically features customer comments as social media posts, their Black Friday Sale announcement is unusual but perfectly on-brand for them.
Target’s Black Friday Now
Target shook things up in 2020 with its "Black Friday Now" approach. Instead of cramming everything into one chaotic day, they spread their deals across the whole month of November.
The smartest part? They promised to match any lower prices that popped up later in the season, which gave shoppers confidence to buy early. This not only prevented store crowding during COVID-19 but also worked wonders for their business—their digital sales shot up 155% and store pickup services grew by 217%.
Best Buy's mobile-first approach
Best Buy revamped their mobile app to make it the ultimate shopping companion during Black Friday—think exclusive deals that you could only get through the app, plus early access for their loyal customers.
What made it super practical was that their in-app store maps showed where to find deals, saving shoppers from wandering around aimlessly in crowded stores.
The strategy paid off since more people were shopping on their phones anyway. The app also lets customers compare prices on the spot and check if items are in stock at nearby stores.
Learn more marketing tactics with Whop
Whop has your back with some helpful resources to crush it this Black Friday. With access to hundreds of marketing communities and courses, you have no excuse not to level up your game before the biggest shopping day of the year.
You'll find tons of marketing pros sharing their secret sauce—everything from killer email campaigns to proven social media strategies that work. No boring theory here, just actual tactics from people who've been in the trenches and know what converts.
Want to know what's working right now? Whop's communities are buzzing with discussions on the latest trends and marketing hacks. Plus, you can grab ready-to-use templates and tools to save you precious time. Check out success stories and case studies to see what's possible when you play it smart.
Don't sleep on this. Join a Whop community to supercharge your marketing strategy.
FAQs
I’ve answered your burning questions about Black Friday marketing below.
What are some Black Friday marketing ideas?
Start a countdown timer to build excitement, and offer early-bird deals to email subscribers. Bundle complementary products, use doorbusters to drive traffic, and implement tiered discounts. Create social media flash sales, and extend deals through Cyber Monday.
Why is marketing Black Friday such a big deal?
Black Friday marks the start of the holiday shopping season, historically turning retailers' books from red to black. Its massive discounts create urgency and FOMO among consumers, driving huge sales volumes. Businesses capitalize on this psychology to boost annual revenues significantly in a single day.
