Black Friday Marketing Strategies Brands Need to Leverage Now

July 2024 - By Barron Rosborough

The e-commerce landscape has never been more competitive, especially with the global pandemic accelerating online shopping trends. In 2024, Black Friday sales are expected to soar, with the battleground primarily online rather than in physical stores.

According to Adobe Analytics, online spending on Black Friday 2023 reached $9.12 billion, a 2.3% increase from the previous year. With shopping becoming more convenient through smartphones and online payments, eCommerce retailers should anticipate a surge in online transactions. To get ahead, Black Friday marketing strategies should be implemented well before November.

Start Campaigns Early

Black Friday traditionally falls on the first Friday after Thanksgiving, meaning this year it will occur on November 29. Unlike traditional advertising, online marketing requires building momentum. Here are the initial steps to prepare your Black Friday marketing plan:

• Identify items for the sale: Determine which products will be discounted and plan accordingly.
• Prepare photos and images: High-quality visuals are essential to attract attention.
• Design graphics and videos: Create engaging and eye-catching promotional materials.
• Develop media marketing and social media strategies: Plan your campaigns across different platforms.
• Centralize orders: Ensure a streamlined process for handling increased order volumes.
• Plan packing and shipping: Prepare logistics to handle the influx of orders efficiently.

Optimize Your Website

Expect increased traffic on your eCommerce website well before Black Friday. A report by Akamai found that retail websites experienced a 28% increase in traffic during the 2023 holiday season. Here’s how to ensure your site runs smoothly:

• Load test the website: Verify its capacity to handle high traffic volumes.
• Check site speed: Use tools like Google PageSpeed Insights or Uptrends to optimize load times.
• Improve user experience: Ensure your website is easy to navigate and visually appealing.

Slow-loading websites can deter potential buyers, as research shows that a one-second delay in page load time can lead to a 7% reduction in conversions.

Make Your Campaign and Shopping Experience Smartphone-friendly

Most customers will access retailer websites and brands’ social media accounts via smartphones. Mobile commerce sales are projected to account for 43.4% of total retail e-commerce sales in the U.S. by 2024. Here are strategies to make your site mobile-friendly:

• Keep layouts simple: Simplify design elements for a better mobile experience.
• Use larger fonts: Enhance readability on smaller screens.
• Avoid obstructive ads and pop-ups: Ensure important announcements are visible.

Mobile-friendliness is crucial as 96% of people in the U.S. research products on their mobile phones, with 35% completing their purchases on these devices.

Embrace New Ways to Check Out and Deliver

To ensure a smooth transaction from ordering to receiving goods:

• Offer multiple payment options: Cater to different customer preferences.
• Check discount voucher functionality: Ensure discounts are applied correctly.
• Simplify the checkout process: Streamline steps to reduce cart abandonment.
• Explore delivery options: Consider curbside pickup or small-scale delivery services to ease the burden on shipping companies.

A survey by McKinsey found that 60% of consumers are likely to choose retailers offering same-day, next-day, or two-day delivery options.

Update Your Social Media Accounts

Consumers will check brands’ social media accounts for promotional announcements. Social media platforms influence 74% of consumers’ purchasing decisions during the holiday season. Here’s how to leverage social media effectively:

• Schedule promotional teasers: Create hype and anticipation leading up to Black Friday.
• Engage with your audience: Build a loyal following by interacting with your audience regularly.
• Use social media advertising: Invest in ads to reach a wider audience.

Create Rewards and Discounts

Digital rewards can boost engagement and drive traffic to your website. Here’s how to implement this strategy:

• Offer digital e-gift cards and discount vouchers: Encourage purchases and email sign-ups.
• Create pop-ups and email marketing campaigns: Inform customers about the rewards.
• Provide personalized recommendations: Reward returning customers with tailored discounts.

Use Urgency Messaging

Urgency messaging can significantly boost conversion rates. Studies show that urgency tactics can increase sales by up to 332%. Here are effective tactics:

• Time-based urgency: Use phrases like “now,” “deadline,” “today only,” and “limited time.”
• Scarcity-based urgency: Highlight limited stock with phrases like “last chance” and “few stocks remaining.”
• Speed-based urgency: Encourage quick action with words like “hurry,” “instant,” and “act now.”

Update and Highlight Return Policy

A clear and straightforward return policy builds consumer confidence, especially for high-value items. According to the National Retail Federation, 64% of consumers review the return policy before making a purchase during the holiday season. Here’s how to craft a good return policy:

• Set a reasonable return timeframe: Clearly communicate deadlines.
• Define item conditions for returns: Specify acceptable conditions for returns.
• List return requirements: Make the process simple and straightforward.
• Clarify refund or in-store credit policies: Be transparent about options.
• Highlight any return fees: Make sure customers are aware of any costs involved.

Retailers with excellent return policies should highlight these throughout their campaigns to reassure customers and encourage purchases.

The Takeaway

Despite the challenges of the pandemic, Black Friday 2020 saw significant shopping activity, providing valuable insights for retailers. With more time to prepare, addressing online issues, and implementing the strategies outlined above, brands can ensure a successful Black Friday 2024. 

References:

1. Adobe Analytics – Black Friday 2023 Sales
2. Akamai – Holiday Traffic Insights
3. Neil Patel – Page Load Time Statistics
4. Statista – Mobile Commerce Sales
5. Pew Research Center – Mobile Fact Sheet
6. McKinsey – Delivery Preferences Survey
7. Sprout Social – Social Media Strategies
8. CXL – Urgency Messaging Study

Subscribe Now to our Hawke Newsletter to stay up-to-date with the latest strategies, exclusive industry analysis, and the best takes on marketing news from Hawke!

This article originally appeared on Hawke Media’s Blog.