The Ultimate Guide to Black Friday Marketing Strategies for your eCommerce Business

For many businesses, Black Friday is not just a sales event – it’s the sales event.

It’s the moment when online stores can rake in a huge portion of their annual revenue in just a matter of hours. This is your time to shine.

In fact, Black Friday sales in the UK hit a whopping £13.3 billion in 2023! And, all signs point to an even more successful year this time around. In fact, it’s already been revealed that Gen Z is preparing to spend over £556m this Black Friday and Cyber Monday!

Are you ready to grab their attention?

For your eCommerce business, a solid Black Friday marketing strategy can take your business to new heights. It’s not just about offering discounts – it’s about how you present those deals, how you engage your audience, and how you make sure they choose you over your competitors. This is the moment you need to plan for.

But here’s the thing: Black Friday isn’t just about short-term gains. A well-executed strategy can bring in new customers, drive long-term loyalty, and increase brand awareness for months to come.

If you want to maximise your sales, it’s time to get strategic, get creative, and get ready for your biggest sales day of the year.

So, let’s take a look at some Black Friday marketing strategies you won’t want to miss, shall we?

What is Black Friday Marketing?

Black Friday, which falls on the last Friday of November, kicks off the holiday shopping season with a bang.

Traditionally known for long queues and massive in-store crowds, it’s now just as much an online event, if not more. In recent years, eCommerce businesses have seen record-breaking sales as shoppers rush to grab the best deals from the comfort of their homes.

But here’s the key…

Black Friday marketing isn’t just about offering discounts. It’s about building anticipation and creating campaigns that draw shoppers in before, during, and even after the big day.

From targeted email blasts to limited-time offers and flash sales, Black Friday marketing is your chance to capture the attention of eager buyers and make your brand stand out in a crowded market.

Now that we’ve set the scene, let’s reveal how to prepare your eCommerce store for Black Friday…

Black Friday Ideas for eCommerce Businesses

Black Friday is not as simple as slashing your prices by 20% and hoping you make more sales! The most successful Black Friday advertising campaigns have been expertly crafted. So, here are some effective marketing ideas for Black Friday to help you get started.

1. Create Hype with Pre-Black Friday Teasers

Building excitement before Black Friday is crucial for setting the stage. By teasing your upcoming deals early, you ensure your audience is engaged and eagerly awaiting your offers.

Shoppers are ready for deals, often planning their purchases weeks in advance. By dropping hints and exclusive sneak peeks, you create anticipation, keeping your brand at the forefront of their mind.

Plus, the mystery and excitement build loyalty and push customers to take action as soon as the sale drops!

Tease exclusive deals

Post cryptic messages or hints on social media, giving your audience a reason to stay tuned for more. You could reveal just enough about your best deals to create curiosity and keep them checking back.

Create a VIP pre-sale event

Reward your most loyal customers by offering them early access to Black Friday deals. Whether it’s a private sale for your email subscribers or a sneak peek for app users, this is a great way to get early sales and build loyalty.

Image Credit : ASOS | Email Campaign

Last year ASOS created an app-exclusive Black Friday VIP sale event

Engage with countdowns and polls

Add a countdown timer to your website or social media posts to build urgency. You can also run interactive polls asking followers which products they hope to see on sale, keeping them engaged and letting them feel involved.

Drip-feed product reveals

Slowly unveil your top products or best discounts in the days leading up to Black Friday. Use social media stories or email to build suspense. Show just a glimpse of the product, or reveal a different deal each day.

Incorporate blog posts or videos

Leading up to Black Friday, create blog content or short videos offering tips on how to make the most of Black Friday, giving your audience valuable information while keeping your brand visible.

Fashion retailer ASOS has mastered the art of pre-Black Friday hype. In the weeks leading up to Black Friday, they send out emails and social media posts teasing their upcoming discounts, often with bold subject lines like “The Sale is Coming” and mysterious GIFs that reveal little but hint at major savings. This keeps their audience excited and engaged long before the sales go live.

It’s also a good idea to check out this Black Friday page by Gymshark! It’s a pre-Black Friday guide they put together for last year’s sale. We love it. It hits all of the right points, from generating interest to offering sneak peaks!

Image Credit : row.gymshark.com

Snippet from Gymshark’s Black Friday & Cyber Monday page

Pro tips to take your Black Friday teasers to the next level

• Use gamification – Make the lead-up to Black Friday fun by incorporating games or challenges. For example, create a daily spin-to-win contest where participants can unlock exclusive discounts or early access deals.
• Create scarcity early – Mention that some of your deals or products will be limited in stock. This plants the idea of scarcity in customers’ minds, encouraging them to act quickly when the sale goes live.
• Collaborate with influencers – Partner with influencers to share teaser content with their followers. This expands your reach and gives your audience an external push to engage with your upcoming sale.
• Offer a mystery deal for engagement – Engage your audience by offering a “mystery” discount or gift to those who sign up early or visit your site the moment the sale drops. The element of surprise can drive higher engagement.
• Use email exclusives – Reward subscribers with special teasers or first-look access to Black Friday promotions. This builds your email list and offers another way to connect with customers ahead of time.

Image Credit: www.sephora.com

Sephora has created a waitlist sign-up page on their website for Black Friday to drive engagement

2. Perfect Email Marketing to Drive Conversions

Email marketing is one of the most powerful tools you can use to maximise Black Friday sales. It gives you the ability to reach customers who are already interested in your brand, and during Black Friday, they’re looking for exclusive deals.

Personalised emails with a focus on urgency (“Only 24 hours left!”) can push customers toward making quick buying decisions. Not to mention, it’s cost-effective and allows for easy tracking of performance.

Image Credit: gmcrafts.co.uk | Email Campaign

Creating urgency helps to drive sales, as people don’t want to miss out!

Segment your email list

Start by dividing your list based on customer behaviour, preferences, or past purchases.

For example, send one set of deals to loyal, repeat customers, while sending another to first-time shoppers.

Personalisation is key here; it makes the customer feel like the deal is designed just for them.

Create an email series

Instead of just one email blast, create a series of emails leading up to Black Friday.

Begin with teaser emails to build excitement, followed by “early access” offers, and finally, the big “Black Friday is Live!” email.

After the sale, follow up with a “Last Chance” or “Extended Sale” email to catch last-minute buyers.

Image Credit: Newbury Racecourse | Email Campaign

Newbury Racecourse extended their Black Friday sale, and it worked a treat in the build-up to Christmas

Use eye-catching subject lines

The subject line is the first thing your audience will see, so make it count.

Use strong, action-driven language like “Don’t Miss Out: Exclusive Black Friday Deals Inside!” or “Get Ready! Our Biggest Sale of the Year Starts Now.”

Test different subject lines to see what drives the most opens.

Incorporate countdown timers

In your email body, include a countdown timer for extra urgency. Whether it’s counting down to the sale start or showing how much time is left to grab a deal, this visual reminder of time running out can increase conversions.

Feature product recommendations

Tailor your product suggestions based on what your customers have previously bought or shown interest in.

Using data to personalise product offerings can lead to higher conversion rates, as customers feel like the email is speaking directly to their needs.

Image Credit: www.barrym.com

A lot of people will be shopping for Christmas gifts during Black Friday, so gift recommendations, such as these from Barry M, hit the mark

Pro tips to master Black Friday emailing

• Design mobile-friendly emails – Many customers will be checking their emails on mobile devices, so make sure your email design is responsive and easy to navigate on smaller screens. Keep images crisp but not too large, and ensure CTA buttons are bold and easy to tap.
• Test and optimise – Run A/B tests to determine which subject lines, CTAs, and email designs resonate best with your audience. Use this data to fine-tune your campaign in real time, ensuring each email is more effective than the last.
• Time your emails strategically – Sending emails at the right time can make all the difference. Schedule your teaser emails a week in advance, ramping up the frequency as Black Friday approaches. On the big day, consider sending one early morning email and another later in the day to catch different segments of your audience.
• Use scarcity tactics – Mention that stock is limited or that certain deals will only last a few hours. This scarcity tactic, combined with the time-sensitive nature of Black Friday, can drive quicker decisions.

Image Credit: Hoodrich | Email Campaign

Hoodrich ticks all of the scarcity boxes here; time limit & stock limit!

3. Offer Exclusive Black Friday Discounts and Bundles

One of the biggest draws of Black Friday is the promise of unbeatable deals. Shoppers expect discounts that feel like a true bargain, and offering exclusive discounts or product bundles can help your brand stand out in a sea of offers. After all, Black Friday marketing campaigns are always built around show-stopping deals!

Black Friday is also the perfect time to encourage higher-value purchases by bundling products at a discounted rate!

Offer tiered discounts

Instead of offering a flat discount across your store, create tiers that incentivise higher spending. For example, offer 10% off for orders over £50, 20% off for orders over £100, and so on. This encourages customers to spend more to unlock bigger savings.

Create limited-time bundles

Bundle complementary products together for a discounted rate. Highlight the savings customers get by buying the bundle versus purchasing each product individually.

Sephora is known for its Black Friday beauty bundles, combining popular products at a special price. For example, their “Holiday Beauty Sets” included skincare, fragrance, and makeup bundles, which were discounted specifically for Black Friday. Customers could see significant savings by purchasing these sets versus buying the items individually.

Feature exclusive, one-day-only discounts

Use Black Friday as an opportunity to offer deals that are truly exclusive to that day. This could be a massive discount on your most popular product or a limited-edition item that’s only available for 24 hours.

The exclusivity drives urgency and makes customers feel like they’re getting something special.

Provide personalised offers 

Tailor your discounts based on customer behaviour. For example, offer returning customers a higher discount or create personalised product recommendations with special discounts just for them. This makes the offer feel more targeted and encourages loyalty.

Pro tips to get your discounts right on Black Friday

• Promote your bundles early – Tease your product bundles in the days leading up to Black Friday. You can drop hints on social media or in emails to build interest, ensuring customers are ready to buy the moment the sale starts.
• Offer bundle exclusives – Consider offering products that are only available as part of a Black Friday bundle. This creates an extra incentive for customers to purchase the bundle, as they know they can’t get those items individually.
• Highlight the savings – Make sure to prominently display the total amount saved when buying a bundle versus purchasing items separately. For example, “Save £30 when you buy the complete skincare set!” Clear savings messaging makes the offer even more attractive.

4. Use Social Media to Boost Black Friday Sales

Social media is an indispensable tool when it comes to Black Friday marketing tactics. Platforms like Instagram, Facebook, and TikTok allow you to connect directly with your audience, build excitement, and share real-time updates about your promotions.

Social media provides a fast, interactive way to reach customers, engage with them, and share your Black Friday deals with a massive audience. Real-time interaction, combined with visually driven content, makes platforms like Instagram and TikTok perfect for teasing products, promoting flash sales, and building excitement.

Aside from this, social media allows you to respond quickly to customer inquiries, offer support, and provide updates as your sale unfolds.

Image Credit: www.instagram.com/edenpetfoods/

Who doesn’t stop in their tracks when they see a cute dog pic on the Gram?

Exclusive previews on Instagram

Burberry has been known to leverage Instagram Stories for exclusive sneak peeks at their collections. They use high-quality visuals to preview what’s to come, building anticipation for new releases or limited-time discounts.

This approach keeps their content aligned with the luxury aesthetic, even during sales events like Black Friday.

Leverage social media ads

Use Instagram and Facebook ads to maintain brand consistency and promote key products.

On Black Friday, brands can use this approach to target their audience without devaluing their image.

Use TikTok for wider reach

Brands like Balenciaga have embraced TikTok to connect with younger audiences, using quirky, creative videos to showcase their products.

The platform offers an opportunity for brands to creatively engage with followers through viral content and influencer partnerships, even for high-end items.

Pro tips to make an impact on social media on Black Friday

• Create interactive posts – Use polls, quizzes, or Instagram Stories with question stickers to keep your audience engaged. Ask questions like, “Which product are you most excited to see on sale?” to get customers involved in the lead-up to Black Friday. This can help you gauge interest and build hype.
• Run flash sales and promote them on social media – Promoting limited-time flash sales via Instagram Stories or TikTok can create urgency. You can set a countdown clock for each flash sale, prompting followers to act quickly.
• Host live shopping events – Retailers like Harrods have used live streaming to showcase products in action. Hosting a live shopping event on Instagram or Facebook for Black Friday allows you to answer customer questions in real-time and highlight the exclusivity of certain items.
• Utilise shoppable posts – Instagram and Facebook allow you to create shoppable posts, making it easier for customers to purchase products directly from your feed. Make the most of this so that the shopping process is as seamless as possible on Black Friday.

5. Create Urgency with Flash Sales and Time-Limited Offers

Black Friday is all about urgency. Shoppers don’t want to miss out on the best deals.

Flash sales and time-limited offers are perfect for creating that “act now” feeling that drives quick decisions.

Whether it’s a two-hour flash sale or a one-day-only discount, these strategies push customers to hit the “buy” button without hesitation.

Flash sales and time-limited offers tap into people’s fear of missing out (FOMO). When customers see that a deal is about to expire, they’re much more likely to jump at the opportunity. By introducing scarcity and urgency, you create an impulse to buy immediately rather than wait.

Early access to sales

Allow your VIP customers to shop your Black Friday deals before anyone else. Brands like Nordstrom have perfected this approach, offering early access to their best sales for Nordstrom cardholders or members of their loyalty program.

This not only drives early traffic but makes your loyal customers feel special.

Take a look at some brands that have used the early access approach successfully:

Image Credit: Hismile | Email Campaign

Image Credit: currys.co.uk | Email Campaign

Exclusive discounts for top customers

Reward your best customers with deeper discounts or exclusive offers. The more loyal the customer, the better the deal!

Invite-only product releases

Use Black Friday to launch limited-edition products or bundles available exclusively to your VIPs.

Host a VIP-only event

For a more personal touch, consider hosting an invite-only Black Friday event, whether it’s in-person or virtual.

Harrods has done this successfully by offering private shopping events where VIP customers get personalised service and early access to Black Friday deals.

Pro tips for success when it comes to flash offers on Black Friday

• Personalise the offers – Send personalised emails to your VIP customers highlighting the exclusive deals or perks available just for them. Personalisation makes the customer feel valued and appreciated.
• Segment your email list – Make sure you’re targeting your VIP offers to the right audience. Whether it’s through loyalty program tiers or past purchase behaviour, segment your list to ensure your top customers are the ones receiving the exclusive deals.
• Make VIP perks visible – Don’t be shy about promoting the benefits of being a VIP. Highlight the exclusivity of early access or deeper discounts on your website and social media, encouraging others to sign up for your loyalty program in time for next year’s Black Friday.

6. Maximise Sales with Cart Abandonment Emails

One of the biggest missed opportunities during Black Friday is cart abandonment. Shoppers may add items to their cart but get distracted or second-guess their purchase at the last moment.

This is where Black Friday marketing ideas based on cart abandonment come into play.

By sending a timely reminder, you can encourage customers to complete their purchase and drive up your conversion rate.

Cart abandonment emails work because they’re a direct and personal reminder to customers who were close to buying.

On Black Friday, when shoppers are overwhelmed with deals, a well-timed nudge can make all the difference. These emails provide a gentle push, offering additional incentives like free shipping, limited-time discounts, or reminding them of scarcity (“Only 2 left in stock!”).

Send a timely reminder

Timing is key when it comes to cart abandonment emails. Send your first reminder within an hour of the abandoned cart, followed by a second nudge a few hours later.

The sooner you remind them, the better the chance of conversion.

Shopify suggests that sending an abandoned cart email within an hour increases conversion rates significantly.

Add a sense of urgency

Incorporate language that highlights scarcity or a time-sensitive offer. Remind shoppers that their cart won’t stay reserved forever, or offer a special Black Friday discount if they complete their purchase within the next few hours.

Brands like ASOS and FAB use this technique, often including messages like “Hurry, low stock!” to push customers to act quickly.

Offer a last-minute incentive

Sweeten the deal with an extra offer. Many brands include free shipping or an extra 10% discount to encourage customers to finish checking out.

The added bonus makes customers feel like they’re getting an even better deal, especially on Black Friday.

Personalise the email

Mention the specific items left in their cart to make the email feel more personal. Include high-quality images of the products, and perhaps suggest similar items or “frequently bought together” deals.

Pro tips to boost your shopping cart conversion rate on Black Friday

• Use dynamic content – Show real-time stock levels, reminding customers that the product they want could sell out at any moment. This tactic is highly effective during high-demand shopping events like Black Friday.
• Include a strong call-to-action (CTA) – Make sure your CTA button is clear and bold, such as “Complete Your Purchase Now” or “Finish Checkout.” A direct and actionable CTA can guide customers back to their cart without hesitation.
• Automate the process – Use email automation tools to trigger these emails based on customer actions. Set up a sequence of reminders: one immediately after cart abandonment, a follow-up a few hours later, and a final push the next day. Automation ensures you’re not missing out on potential sales during a high-volume day like Black Friday.

7. Offer Buy Now, Pay Later (BNPL) Options to Increase Sales

For many customers, Black Friday is about grabbing great deals, but large purchases can still feel like a big commitment. Offering BNPL at checkout reduces that financial pressure, making high-ticket items more appealing.

Plus, the flexibility of BNPL helps you boost your average order value, as customers feel more comfortable adding extra items to their cart.

Feature BNPL options prominently at checkout

Make sure your BNPL option is visible and easy to find on your checkout page. By highlighting this feature, you can reduce cart abandonment for customers who are on the fence about their purchases.

Retailers like Net-a-Porter make it clear they offer Klarna. They have a dedicated page on their website and they make it obvious during the checkout process.

Mention BNPL in your marketing

Don’t wait until checkout to showcase your BNPL option. Mention it in your email marketing and Black Friday ads to encourage bigger purchases early on.

Let customers know they can spread payments over time for those larger buys, especially for high-value items like electronics or luxury goods.

Tie BNPL into higher-value purchases

Focus your BNPL offers on higher-ticket items to help customers feel more comfortable with bigger purchases.

Electronics retailers like Currys often highlight their financing or BNPL options during Black Friday to encourage sales of big-ticket items like laptops and TVs.

Pro tips to integrate BNPL on Black Friday

• Make it visible across your website – Include BNPL details on product pages for higher-value items. This ensures that customers are aware of their options as they browse, not just at checkout.
• Explain the benefits clearly – Ensure customers understand how BNPL works, especially if they’re unfamiliar with the process. Be transparent about any fees or payment schedules, if applicable, to build trust and confidence in using the service.

Post-Black Friday Strategy – How to Keep the Momentum Going

Black Friday is a sprint, but the race isn’t over when the clock strikes midnight. To truly maximise your sales and customer relationships, you need a strategy that extends well beyond the big day.

Here’s how to stay in the game and keep the buzz alive after Black Friday.

Cyber Monday

Why let the excitement stop after one day? Cyber Monday is your golden ticket to extending the sales frenzy into the next week. Instead of hitting pause, keep the deals coming by shifting focus to online exclusives or limited-time offers.

What’s the strategy here?

• Highlight new categories – Push products that didn’t sell as much on Black Friday, like tech gadgets, digital services, or seasonal favourites.
• Offer a fresh discount – If you went heavy on percentage discounts for Black Friday, try a new approach with “Buy One, Get One” offers or exclusive bundles.

Follow Up Fast & Stay on Their Radar

Don’t wait too long to reach out. Black Friday shoppers are inundated with deals, so a quick, personalised post-sale email can remind them why they chose you. But we’re not talking just a generic “thanks for shopping with us.”

Show appreciation

Send a personalised thank-you, but sweeten the deal with a discount code for their next purchase. “Loved your Black Friday haul? Here’s 15% off to keep the savings going.”

Introduce exclusive perks

Tell them they’ve unlocked early access to your Christmas sales or offer VIP entry to future limited-time events.

Turn One-Time Buyers into Long-Term Fans

You’ve pulled in a rush of new customers, so now’s the time to turn them into repeat shoppers with effective post-holiday marketing strategies. Offering loyalty rewards is the perfect way to keep them engaged.

Expert tips

• Make the reward immediate – Offer loyalty points for their Black Friday purchase that they can redeem on their next order. Fast gratification means fast return visits.
• Exclusive offers for members – Create a post-Black Friday sale only for loyalty members or VIPs. This creates urgency and makes them feel valued.

By extending the excitement through Cyber Monday, immediately following up with your customers, and locking in loyalty, you turn a single sales event into long-term value. The best brands don’t just win Black Friday; they use it as a launchpad for the rest of the holiday season.

Make This Year’s Black Friday The Best One Yet!

Black Friday isn’t just about one day of sales—it’s your chance to create lasting relationships, build brand loyalty, and keep the momentum going into the holiday season and beyond. With the right strategies, you can transform a one-off shopping event into sustained growth for your eCommerce business.

Ready to elevate your eCommerce game not just for Black Friday, but all year round? Get in touch with Appnova eCommerce agency and let us help you craft a high-impact marketing strategy that drives sales and keeps your customers coming back for more.