Black Friday has quickly become one of the biggest shopping days of the year. For business owners, it’s a chance to boost sales as customers hunt for bargains. Black Friday isn’t for every business, but if you do jump in, there are a few key strategies to help you make the most of it.
To join or not to join?
Josh Moore
Before you start slashing prices, take a moment to think about whether Black Friday works for your brand. Some businesses thrive on offering discounts, while others might find it waters down their image or cuts too much into their profit margins. If you’re selling high-end or luxury products, think carefully before offering deep discounts. And service-based businesses generally don’t participate.
If you decide to take part, it’s essential to make sure your deals are still profitable after factoring in advertising and delivery costs. The goal is to boost sales while still making a good margin.
Build your email list beforehand
One of the best ways to set yourself up for Black Friday success is to grow your email list in the weeks leading up to it. Encourage people to sign up to your mailing list by offering early access to sales or exclusive offers. Use pop-ups on your website, social media ads, or even competitions to bring in extra sign-ups. Online ad costs can get pretty expensive over the Black Friday weekend, so in recent years many successful companies have spent a large chunk of their advertising in advance to build their email list. The bigger your list, the more potential buyers you’ll have when the sale starts.
Use email to build anticipation
Once people are on your list, it’s time to build some excitement. Start sending out teaser emails a couple of weeks before Black Friday, giving people a sneak peek of what’s coming. Get creative with catchy subject lines, and maybe even throw in a countdown timer. The goal is to keep your brand top of mind so that when Black Friday hits, your customers are ready and waiting.
Plan your ads early
Black Friday is one of the busiest times of the year for online advertising, so getting your campaigns sorted early is crucial. Whether you’re using Facebook, Instagram, TikTok or Google Ads, make sure your ads are set up in advance to avoid any last-minute stress.
Boost profits with upsells
Offering discounts doesn’t mean you can’t turn a good profit. A great way to increase your profit per customer is by offering upsells. When a customer adds something to their cart, suggest a complementary product at a discounted rate, to help increase your average order value.
Final thoughts
Black Friday can be a massive win for your business if you’re prepared. To make the most of it, focus on building your email list, generating excitement through teasers, planning your ads early, and using upsells to maximise profit. With a bit of planning and the right strategy, Black Friday could be one of your best sales days of the year.
