16 Black Friday Marketing Tips for Ecommerce Businesses

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Black Friday Marks The Start Of The Holiday Season And Is Traditionally The Busiest Day Of The Year For E-Commerce Businesses.

Online Black Friday sales reached $7.9 billion in 2017, experiencing a 17.9% year-over-year increase. With holiday months driving 30% more revenue than non-holiday months, it is crucial to take advantage of the biggest holiday event of the year. We have compiled 16 tips to help you make this year’s Black Friday your most profitable yet.

Check Your Inventory

Stock up before black friday and check your inventory

The first thing we recommend is to stock up on your best-selling products before your Black Friday sale.

You can use tools such as Inventory Planner to help you forecast sales and determine the amount of stock you need to purchase.

As a rule, it’s better to overestimate and purchase more stock than needed rather than to miss out on sales.

Start Building Momentum

Start Building Momentum For Black Friday

A large number of customers start planning for Black Friday purchases as early as October.

You need to make sure to prepare your deals ahead of time.

Start hyping up your Black Friday sale weeks in advance through email and social media to get your customers excited and ready for when you actually launch the sale.

You can also lead into your big Black Friday sale by offering smaller, category-specific sales throughout November and up until Black Friday.

Check Out Your Competition

Keep An Eye On Your Competitors

See what your competition is doing for Black Friday and try to offer something better.

Pay attention to what kind of sales they’re running and what products they are discounting the most.

While we don’t recommend copying what your competition is doing, we do recommend keeping a pulse on what their Black Friday Strategies are this year.

Create Black Friday Landing Pages

Create Landing Pages For Black Friday

Consider using a special Black Friday landing page where you will list all your deals.

Direct your Black Friday traffic to this page and enjoy increased conversion and higher average order value as shoppers add multiple items from your deals page to their shopping carts.

Take a couple minutes to learn more about the art and science of targeted landing page optimization.

Make Your Website Super Fast

Shoppers are impatient and 46% of consumers state that they would never return to a website that was too slow.

If your website isn’t loading in 3 seconds, they’re leaving and shopping somewhere else.

Additionally, research shows that a one second delay in load time results in a 7% decrease in conversions.

This is why it’s highly-important to make sure your website is as fast as possible.

To check your website’s speed, you can use a tool such as Pingdom Tools or GTmetrix.

Here are some tips to help you improve your online store’s loading time:

  • Pick a good hosting provider – Choose a quality hosting provider that offers fast and reliable hosting. Instead of shared hosting, opt for VPS or dedicated server hosting to make sure your website can get the resources it needs to run at top speed.
  • Use a content delivery network (CDN) – A CDN can help improve the speed of your website by serving your website content from a server that is physically closest to your visitor’s location.
  • Compress images – Compressing all the images on your website can also help to reduce your website’s loading speed. Tools such as TinyJPG can help you accomplish this easily.
  • Minify CSS and JavaScript – Large CSS and JavaScript requests can seriously slow down your website. Minify these to improve your website’s load time.

If you’re using WordPress as your Content Management System, then WPRocket will do all of the above and much more.

Don’t Be Shy About Contacting Customers

Black Friday is not the time to be shy about selling.

Get in touch with your customers every way you can: email, social, push notifications, SMS.

Message them multiple times per day on Black Friday through Cyber Monday.

Use Retargeting To Peak Interest

Gte More Sales Through Retargeting Ads

If you’re not already using retargeting ads, you definitely need to start using them during Black Friday.

Here are some retargeting ideas to inspire you:

Browse abandonment retargeting

Retarget visitors who have viewed a page on your website but neither purchased a product nor added anything to their shopping cart.

Abandoned cart retargeting

Use ads to retarget visitors who have added products to their shopping cart but never completed the purchase.

Offer them a discount code in your ad to give them an additional incentive to complete their purchase.

Cross-sell retargeting

You can also use retargeting ads to cross-sell to shoppers who have already purchased something from your store.

Offer them a product that is similar to the one they purchased to try to entice them to make another purchase.

Contact Bloggers About Promotions

Reach out to bloggers for promotion opportunities

Many blogs and other websites publish holiday gift guides.

Contact them and ask if they would like to add some of your products to their gift guides.

Offer them a nice commission on sales and you are more likely to get positive responses.

To find blogs, search Google for “keyword + holiday gift guide” and look for blogs who have published gift guides in previous years.

Use Scarcity To Drive More Sales

Use Scarcity to urge visitors to buy your products before it's too late

Add a countdown timer to your website to let people know how much longer your sale is going to last.

This will help to generate more sales as shoppers get scared of missing out.

You could also add a countdown timer to your checkout page as well.

If Shopify is your eCom platform of choice, I suggest checking out Countdown Cart by Beeketing

Engage in Influencer Marketing

Engage in Influencer Marketing To Drive Sales

The holidays are the best time to take advantage of influencer marketing.

Arrange collaborations with influencers in your niche and give them a special Black Friday deal that they can offer to their followers.

Make sure to reward the influencers with a commission on sales or a flat fee.

To find suitable Instagram influencers, gather a list of hashtags relevant to your niche and browse them until you find influencers that post quality content.

You can also use tools such as BuzzSumo and Klear to find influencers.

We recommend looking for influencers that have at least 10,000 followers and a 5% engagement rate.

Reward Your Best Customers

Black Friday is a great time to reward your top-spending customers by emailing them an exclusive discount that is even better than your Black Friday offer.

Highly-segmented emails like these drive three times as much revenue as unsegmented emails.

Make Sure Your Website is Mobile-Friendly

Optimize your website for mobile devices

Mobile sales accounted for $1 billion of all Black Friday sales in 2017.

Make sure your website is optimized for mobile devices so you can provide an optimal experience for all your mobile shoppers.

Improve Your Checkout Process

Improve your checkout process on your ecommerce website to increase conversions

Research shows that 28% of abandoned shopping carts are abandoned due to an overly complicated or too long checkout process.

Try to make your checkout process as simple and as smooth as possible.

Consider automatically applying your Black Friday discount at checkout and remove unnecessary fields to make it as easy as possible for your customers to check out and complete their purchase.

If you’re looking for more user-experience guidance, go check out our Learn How User Friendly Websites Can Increase Your Sales Guide.

Take Advantage of Social Shopping

Most of the big social networks offer native shopping experiences.

Facebook allows users to set up Shop pages on their Facebook pages, Instagram has Shopping on Instagram, and Pinterest offers Buyable Pins.

Make sure to take advantage of these and offer a native shopping experience to your social media followers.

Promote Your Black Friday Offers

Promote Your Black Friday Offers

It’s crucial to actively promote your Black Friday offers and get as many people interested as possible.

Here are some places where you can promote your offers:

  • Homepage – Make sure to feature your Black Friday offer on your homepage. You can create a full page takeover pop-up or subtle top bar using a tool like OptinMonster.
  • Social media – Post about your Black Friday offer on your social media channels. You can even announce your offer a week in advance and do a daily countdown until Black Friday.
  • Blog – You can write an article about your offer and post it on your blog.
  • Email – Email your subscribers to let them know about your Black Friday deals. Track your email opens and segment non-openers to send them another email.
  • PPC Ads – Use Google Adwords to promote your offer even further. Keep an eye on ad spend to make sure it doesn’t spiral out of control.

Make Returns Easy For Your Customers

Make it easy for your customers to return products.

83% of customers read an online store’s return policy before making a purchase and 72% state that they would make more purchases with online stores that make the return experience as easy as possible.

This is why Black Friday is the perfect time to review and possibly simplify your return policy.

Here are some tips for creating an effective return policy:

Offer a return window of 30 days

Research shows that giving customers 30 days to return their items can increase conversions by 57%.

Give shoppers more choices

Let shoppers choose if they would like to receive a refund, a gift card, or store credit.

Display your return policy in a prominent place

Don’t make potential shoppers get lost while trying to find your return policy.

Place a link to in your website’s main menu and footer.

You might also want to consider displaying a shortened version of your return policy on your product pages.


Following these 16 tips will help you drive more sales during this year’s Black Friday.

If you make sure to also provide amazing customer service in the process, you will be able to turn your new Black Friday shoppers into lifetime customers.

Disclosure: This post may contain affiliate links. This means I could make a commission from your purchase.

Drew has spent years building software, selling physical products online, and providing expertise to companies such as Disney, Paramount Pictures, and many more. Throughout his career, Drew has learned extremely powerful marketing and SEO strategies that have helped him increase traffic and acquire more customers.

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