For business owners, Black Friday is probably the most important time of the year, since it often represents a significant share of annual revenue. In addition, it’s a great opportunity to set loyalty strategies in motion. Customers attracted by special offers during this period can become long-term loyal buyers if they are satisfied with the products, services, and overall shopping experience. At the same time, it’s a challenge in terms of stock management, product promotion, and customer satisfaction, which is why the campaign needs to be carefully prepared in advance.
Although the phenomenon is already well known and eagerly anticipated by shoppers, the success of online stores doesn’t come only from offering attractive discounts but also from all the work behind the scenes: strategy, planning, marketing budget allocation, and a strong online presence.
In an increasingly competitive online environment, a well-organized Black Friday campaign can make the difference when it comes to results.
What Does a Black Friday Campaign Look Like?
When structuring an online discount campaign, there are two key stages to consider: the teasing period and the offer period.
- Teasing period: This is when an online store announces that it will have Black Friday discounts before the official date. For example, it can start 5, 7, or even 14 days in advance, depending on the budget and business needs. The objective here is to reach as many potential customers as possible and spark their interest. Shoppers will then tend to check the website once the promotion begins. This is also the right time to grow the newsletter database, which we strongly recommend.
- Offer period: This is the actual promotion phase, when customers can already benefit from discounts. The goal is to achieve the highest possible sales volume and attract new customers, who may later become repeat buyers. Traditionally, this lasts three days (Friday–Sunday), but there’s a growing trend of extending Black Friday campaigns to one week or even a full month. However, in marketing, there is the concept of “sense of urgency”, the feeling that a purchase must be made quickly because the opportunity will soon disappear, and longer periods tend to dilute this effect.
How Should an Online Store Prepare for Black Friday?
The first step is ensuring sufficient stock, especially for popular discounted products. Beyond stock, logistics must be organized as efficiently as possible to handle the large number of orders, avoiding delivery and return issues.
Once products, stock, and logistics are set, the next step is preparing the online store. It’s already well known that traffic spikes significantly during this time, so website functionality should be checked to handle the higher volume.
Beyond the technical aspects, content and information on the site should be clear and easy to navigate. We recommend creating a special landing page for teasing (newsletter sign-up) and a separate landing page for discounts.
The checkout process should be simple and short, while payment and delivery options should be varied, visible, and accessible. Don’t forget about data security: customers must feel confident their information is protected and never suspect the site might be unsafe.
Once the products are ready and the website looks good, the next crucial step is reaching customers—and that’s where marketing strategy comes in.
A successful Black Friday campaign starts with a solid marketing strategy. Online stores need to create a clear promotion plan that begins weeks in advance to generate interest and capture consumer attention.
The safest approach is a multi-channel one. Instead of relying on just one channel, stores should build a funnel (e.g., brand awareness, traffic, conversion, loyalty, advocacy) and use a mix of channels suitable for the business. Equally important, creative assets (photo, video) must be attractive, clearly communicate the message, and enhance that “sense of urgency.”
Sales in 3 Days Equal to 3 Months
Even if it sounds hard to believe for businesses that haven’t run Black Friday campaigns before, some companies generate sales in this period equivalent to several regular months combined.
Here are a few factors contributing to higher sales volumes:
- Creating personalized offers, promotional bundles, and aggressive discounts. Bonus: free shipping and flexible return policies.
- Leveraging FOMO (Fear of Missing Out). Shoppers rush to grab limited-time deals, afraid to miss the year’s best offers.
- Running teasing campaigns and increasing ad budgets ahead of Black Friday, boosting brand visibility and consumer interest.
- Black Friday is a globally recognized phenomenon. Customers expect it and often delay major purchases until the discount period.
Campaign Ideas
- Early Bird Offer – Use the database built during the teasing stage and send emails with priority access links or special codes to shop before the official campaign starts.
- Bundle Deals – Offer product packages at special prices to encourage customers to buy more at once. These can be complementary products or “buy two or more, get a bigger discount.”
- Free Product – Offer a gift with the purchase of a specific product or once a cart value threshold is reached. Gifts can include promo items or vouchers for future purchases.
- Raffles or Online Games – Engage customers with tools like a spin-the-wheel, raffles, or Advent Calendars where each purchase gives them a chance to win prizes.
- Progressive Discounts – Give higher discounts depending on the order value.
- Loyalty Promotions – Use your recurring customer database to send personalized offers based on their purchase history, such as discounts on previously bought categories or wishlist items.
- Live Shopping – Increasingly popular, live shopping engages audiences and drives impulse purchases. Bonus: when hosted with an influencer, engagement is even higher.
Campaign Ideas for the Most Popular Black Friday Niches
We’ve outlined several discount strategies above that can be tailored to any business. The key is choosing what fits both the industry and your target audience.
Of course, discounts over 50% are always a winning bet, but here are some more targeted ideas for the most sought-after Black Friday industries:
- Fashion – To clear out older collections with high stock, launch a “Shop The Look” campaign where discounted items are sold in styled combos.
- Beauty – Create beauty/care bundles and include free samples with every order to spark interest in future purchases.
- Home & Deco – Beyond traditional discounts, offer free shipping or free assembly services.
- Electronics & Gadgets – Provide extended warranties or free servicing for a certain period. In this niche, product reliability and functionality often matter more than the discount itself.