Black Friday has always been a significant event for entrepreneurs and business owners, offering opportunities to boost sales and reach new heights. From my years of experience running startups in Europe, the essence of successful Black Friday campaigns lies in preparation, creativity, and analytics. Drawing on proven methods and trends, this guide will help you master Black Friday marketing and make this season work for your business.
The Data You Can't Ignore
In 2024, Black Friday saw an impressive $10.8 billion in U.S. online spending. Cyber Monday added another $13.3 billion to the total. Mobile commerce dominated, contributing up to 69% of purchases. This paints a clear picture: consumers are shopping smarter and faster, primarily on their phones. If you're not ready for mobile-first strategies, you're already falling behind. On top of that, affiliate marketing contributed significantly, showcasing the growing impact of partnerships and referrals.
Ready to Sell More? Here's Your Roadmap
Step 1: Get Organized Early
Diving into Black Friday preparations at the last minute is one of the most common pitfalls. Analyze last year's data if you have it or start segmenting your customer lists now. Focus on cleaning outdated emails and tagging returning customers for exclusive deals. Tools like Google Analytics are invaluable for tracking previous patterns.
Step 2: Focus on Mobile Optimization
Consumers browsing (and buying) on their phones won't tolerate clunky websites. Test your pages for mobile responsiveness. Streamline the checkout process by offering guest checkout and integrating multiple payment options, including buy-now-pay-later services. Take cues from smooth operators like ASOS, known for their fast, friendly mobile experiences.
Step 3: Email Is Far From Dead
This is not the time for generic email blasts. Build excitement with exclusive early-bird offers. From my perspective as an entrepreneur, multi-step email sequences work best. Start with teasers, then send reminders and urgency-focused follow-ups as your sale begins. Tools like Omnisend can save you hours in automation.
Creative Ways to Stand Out
Gift Guides That Speak to Emotions
Consumers crave simplicity when shopping. Create themed gift guides tailored to your audience. For instance, lifestyle bloggers might curate "Cozy Home Favorites for Winter," while tech-savvy sellers can showcase "Gadget Must-Haves of 2025." Include thoughtful descriptions that help buyers see how your products fit into their lives.
Influencers and Referrals
Partnering with micro-influencers isn't just flashy, it's getting results. Their niche audiences are often more engaged. Track success through promo codes or referral links. If you're unsure where to begin, platforms like Gorgias simplify influencer collaborations with built-in tracking tools for Instagram and TikTok.
Urgency Sells, Always
Set countdown timers on your webpages. Scheduled flash deals during peak hours can drive impulse buys. British retailers like Emma Sleep are excellent examples of how urgency motivates action.
How I Plan Campaigns
Having launched dozens of marketing strategies across Europe and beyond, I've fine-tuned my personal approach:
- Multi-Channel Advertising: Allocate budget across Google Shopping, Meta Ads, TikTok, and even Snapchat. Experimenting with new platforms adds leverage if competitors stick to traditional promotion.
- Seasonal Exclusivity: Use Black Friday to spotlight a limited-edition product that builds excitement.
- Optimization for New AI Shopping Behaviors: Analyze whether your products appear in generative AI search outputs or buying suggestions. Tracking tools like STAT AI Brand Visibility are invaluable for maintaining competitive visibility.
Mistakes Never to Repeat
Skipping Data Analysis
Many businesses overlook analyzing what worked, or didn’t, from previous campaigns. This data holds the key to better decision-making. Skipping it leaves you flying blind.
Drowning Customers in Emails
More isn’t always better with email campaigns. Avoid overwhelming inboxes. Focus instead on impactful, segmented emails.
Discounting Everything
Deep discounts can erode your margins. Instead, focus on bundling a few high-impact products and leaving regular inventory at standard pricing. Retailers excelling in this strategy know that perceived value outweighs the lowest price tag.
Post-Sale Marketing
Black Friday ends, but your relationship with the customer doesn't. Extend deals through Cyber Monday to catch late shoppers. And don't forget to send personalized thank-you emails post-sale, nurturing those relationships for long-term growth. Tools like Sendinblue are useful for automating quick follow-ups.
In summary, Black Friday success requires preparation, relevance, and analysis. Don't just aim to sell more; aim to win customers who’ll stick with you past the holiday season. With creativity, data reviewing, and strategic messaging, your brand can carve out a lasting presence both online and offline this year.
As an entrepreneur with roots in deeptech and game design, planning marketing with science-backed methods pays off. Bring all your resources, knowledge, and unique creativity together, campaigns like these should reflect not just your numbers, but your story. Happy selling!
FAQ on Black Friday Marketing Strategies
1. What is the most critical factor for Black Friday success?
Preparation is key to Black Friday success. Start early by analyzing past data, cleaning customer email lists, and setting clear campaign goals. Learn more about setting goals for successful Black Friday campaigns
2. How important is mobile optimization during Black Friday?
Mobile optimization is essential as 69% of Black Friday purchases in 2024 came from mobile devices. Ensure your site is mobile-responsive and checkout processes are streamlined. Explore tips for mobile-first optimization
3. Does email marketing still work during Black Friday?
Yes, email marketing remains highly effective. Use segmented lists and automate multi-step email sequences to build excitement and boost conversions. Find out how Omnisend helps with email automation
4. What role do influencers play in Black Friday marketing?
Micro-influencers with engaged niche audiences can drive significant sales. Track results through referral links or promo codes. Learn how Gorgias simplifies influencer collaborations
5. How can I use urgency to drive sales?
Adding countdown timers, flash sales, and limited-time deals creates urgency, prompting shoppers to buy. See how brands like Emma Sleep use urgency effectively
6. Should I discount all my products?
No, focus on bundling high-impact products or offering limited-edition items instead of discounting everything. This preserves your profit margins and highlights exclusivity.
7. How can I stand out from competitors during Black Friday?
Use creative approaches like themed gift guides, cause-driven campaigns, or partnerships with other brands to differentiate your offerings. Discover the power of cause-driven marketing
8. What advertising platforms work best for Black Friday campaigns?
Meta Ads, Google Shopping, TikTok, and Snapchat are highly effective. Testing new platforms alongside traditional ones can give you a competitive edge. Explore how TikTok can boost your sales
9. How should I approach post-Black Friday marketing?
Extend your deals into Cyber Monday and send personalized thank-you emails to nurture long-term customer relationships. See how Sendinblue enhances post-sale engagement
10. How can I ensure visibility in AI-driven shopping platforms?
Optimize product schemas, SEO, and landing pages for AI search outputs like chatbots and large language models. Learn about Generative Engine Optimization (GEO)
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta Bonenkamp's expertise in CAD sector, IP protection and blockchain
Violetta Bonenkamp is recognized as a multidisciplinary expert with significant achievements in the CAD sector, intellectual property (IP) protection, and blockchain technology.
CAD Sector:
- Violetta is the CEO and co-founder of CADChain, a deep tech startup focused on developing IP management software specifically for CAD (Computer-Aided Design) data. CADChain addresses the lack of industry standards for CAD data protection and sharing, using innovative technology to secure and manage design data.
- She has led the company since its inception in 2018, overseeing R&D, PR, and business development, and driving the creation of products for platforms such as Autodesk Inventor, Blender, and SolidWorks.
- Her leadership has been instrumental in scaling CADChain from a small team to a significant player in the deeptech space, with a diverse, international team.
IP Protection:
- Violetta has built deep expertise in intellectual property, combining academic training with practical startup experience. She has taken specialized courses in IP from institutions like WIPO and the EU IPO.
- She is known for sharing actionable strategies for startup IP protection, leveraging both legal and technological approaches, and has published guides and content on this topic for the entrepreneurial community.
- Her work at CADChain directly addresses the need for robust IP protection in the engineering and design industries, integrating cybersecurity and compliance measures to safeguard digital assets.
Blockchain:
- Violetta’s entry into the blockchain sector began with the founding of CADChain, which uses blockchain as a core technology for securing and managing CAD data.
- She holds several certifications in blockchain and has participated in major hackathons and policy forums, such as the OECD Global Blockchain Policy Forum.
- Her expertise extends to applying blockchain for IP management, ensuring data integrity, traceability, and secure sharing in the CAD industry.
Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the "gamepreneurship" methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the POV of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.