Black Friday ADS

#BlackFriday. A marketing phenomenon originating in the United States, which takes place on the Friday after Thanksgiving (every year on the fourth Thursday of the month) and marks the beginning of #Christmas shopping. #BlackFriday has become an unavoidable commercial event in France, without the associated harvest holiday on the other side of the Atlantic.

In a few numbers, Black Friday is: 

+33% of online sales compared to 2021;

+19% of appliance and technology equipment sales in 2022;

+13% of point-of-sale purchases;

2x more in-store sales than online.

Source : GfK - An NIQ Company research

In the same vein, we'll take a look at Cyber Monday, a marketing campaign designed to encourage online purchases. As the name implies, it takes place on the Monday following Thanksgiving and Black Friday.

In a few numbers, online shopping is :

42 million cyber shoppers in the third quarter of 2022 (+1,100,000 over 2021);

33% of cyber shoppers used Cyber Monday in 2021.

Source : Médiamétrie - FEVAD

These are two commercial events that should not be neglected and should be properly prepared for. Learn about all the devices you need to set up for successful advertising before Black Friday and Cyber Monday.

Step 1: Optimize your website before the campaign begins

Even before Black Friday and Cyber Monday campaigns begin, any company needs to make sure that its website, which is a brand showcase, is ideal for receiving visitors. For consumers, the website is one of the only elements that allows them to judge a company's reliability:

75% judge reliability by the website's design;

56% don't trust companies that don't have a website.

To avoid scaring away cyber shoppers from the first seconds they are on your site, think first about improving the performance of your pages: 

Improve page load times on both desktop and mobile computers;

Add call-to-action buttons;

Get rid of all error pages (404 pages, 301 pages);

Set up an effective conversion tunnel;

and needless to say: make sure your site is secure (https format).

Internet users should be able to move from page to page seamlessly during the hype that is Black Friday and Cyber Monday weekend. Their user experience should be seamless and allow them to find what they want in a few clicks: the frustration of an unsuccessful search for a product, service or information may cause them to leave your site and go to one of your competitors. Devote a lot of time to #UX design. An optimized customer journey :

Will improve your company's image ;

Will increase your conversion rate;

And ultimately help you get more sales during Black Friday and Cyber Monday.

 Step 2: Make sure your web pages properly reference Black Friday and Cyber Monday

Before consumers can judge the quality of your site, they must be able to access it. When people search for your site as a result of Black Friday and/or Cyber Monday ads, it's important that they can find you in a search engine. And there is only one recipe for helping people find your web pages during Black Friday and Cyber Monday.

If your web pages are well designed, with the right keywords where they should be, and in sufficient quantity, your site will have a good chance of appearing at the top of search engine results. Don't forget to create links between different pages (internal links) to help Google link to your pages in their databases. And above all, make sure your brand comes first.

 Step 3: Plan digital campaigns for Black Friday and Cyber Monday

During Black Friday and Cyber Monday, consumers are on the lookout for bargains, and what better way to do that than web surfing. That's why you shouldn't hesitate to plan digital campaigns with visuals that clearly display your promotional offers.

Display advertising has a significant advantage that will keep your campaign from losing your audience: very precise targeting: you can choose your digital volume display options

Amazon extends Black Friday for an entire week

Who says Black Friday only has to last one day? Well, it certainly isn't #Amazon, which has decided to extend its Black Friday offerings for an entire week: Black Friday Week.