Black Friday and Cyber Monday (BFCM) is almost here.
As the holiday shopping season approaches, customers are using every resource at their disposal, whether browsing online or visiting physical stores.
Platforms like Google and social media are key players in this mix. So, for your Black Friday and Cyber Monday marketing strategy, your main goals should focus on grabbing attention and delivering an exceptional shopping experience, no matter where or how customers choose to shop.
The sooner you connect with these shoppers, the better your chances of becoming their go-to choice when they’re ready to make a purchase.
Is your BCFM marketing plan ready?
In this blog, we explore Black Friday marketing strategies that can also ramp up sales for your Cyber Monday promos.
| 1. Start Your Planning Early 2. Stay Ahead of Trends 3. Look Back at Your Previous Reports 4. Implement a Multi-Channel Strategy 5. Engage Customers on Social Media 6. Personalize Your Email Marketing Campaigns 7. Use SMS To Deliver Time-Sensitive Offers and Alerts 8. Run Targeted Holiday Ad Campaigns 9. Have a Holiday Sale Landing Page 10. Optimize Your Site for Mobile and Speed 11. Encourage and Highlight Product Reviews |
Black Friday and Cyber Monday Marketing Strategies
Without an effective Black Friday marketing strategy, your business could miss out on several significant opportunities, leading to lost revenue, reduced visibility and fewer new customers.
Explore these effective Black Friday marketing strategies to secure a competitive positioning and promote your Cyber Monday sale. They will help you create a seamless shopping experience and maximize your reach during this busy shopping season.
1. Start Your Planning Early
Planning your Black Friday and Cyber Monday marketing strategy early gives you a needed advantage over other brands.
Consumers are always on the lookout for the best deals, and if they come across your offers early, you may get bookmarked and revisited when they’re ready to make a purchase.
In fact, global searches for “Black Friday” began spiking as early as October last year. By the same time in 2023, 58% of consumers were already thinking about what they wanted to buy during major sales events.
Google Trends: Global interest for “Black Friday” and “Cyber Monday” from mid-July to mid-October this 2024
What’s more, from October 2023 to January 2024, close to 75% of purchases involved prior research, with about a quarter of shoppers diving deep into comparisons before making their final decisions.1
Through a proactive Black Friday marketing strategy, you can promote your products and services early to capture the interest of these eager shoppers, even if actual purchases won’t happen right away.
2. Stay Ahead of Trends
Consumer shopping behaviors are changing. You want to ask yourself: What are your customers currently looking for?
Are there any trends that you can consider in your offerings? How about new Black Friday marketing ideas?
Take curbside delivery and in-store pickup, for example. The service became a hit at the time of the pandemic, meeting customer demand for convenience and safety. Adopting trends like these can give your brand a competitive edge.
A good chunk of U.S. consumers getting ready to shop for the holidays said they plan to split their time between shopping online and hitting the stores.2
Another important trend is the rise of mobile shopping.
As of early 2024, smartphones were responsible for nearly 80% of retail website traffic globally and generated more online orders than desktop or tablet devices. If your customers are primarily browsing and buying through mobile, you’ll want to optimize for that experience.3
We’ll take a better look at mobile optimization later on, but for now, start thinking about how you can leverage current trends to amp your Black Friday and Cyber Monday marketing ideas.
📗 Related read: 30 Key Social Shopping Statistics You Need To Know
3. Look Back at Your Previous Reports
Now that you know the latest market trends, it’s time to take a step back and look at your own brand’s performance. Your past reports are instrumental in shaping your Black Friday and Cyber Monday strategy.
Your year-over-year eCommerce marketing data, in particular, can be incredibly insightful. For example, what were your top sellers during previous shopping seasons? Knowing which products consistently perform well helps you focus your promotions and stock up on what customers are likely to buy again.
On the flip side, what items didn’t do as well? This is your chance to get creative in marketing Black Friday promos. Could you offer special promotions or bundles to promote sales for such products? Sometimes, a well-timed deal can turn those overlooked items into surprise hits.
4. Implement a Multi-Channel Strategy
Shoppers today move between multiple platforms. But whether they’re browsing online, using apps or visiting physical stores, they expect the same smooth experience on each one.
Google: A majority of shoppers take six or more actions, like researching or comparing products, before purchasing from a brand or product they’re unfamiliar with.4
What’s more, a recent survey found that 59% of consumers enjoy visiting stores to see or touch products, even if they plan to make the actual purchase online. That’s an increase from last year, underpinning just how important it is to connect your in-store and online efforts.5
This goes to show that customer journeys have become complex. To keep up with consumer behaviors, brands need an omni-channel marketing strategy that ties everything together.
In the next sections, we’ll go over Cyber Monday and Black Friday marketing strategies like social media, email, SMS, paid ads and even website optimization, giving you a full picture of how to create a multi-channel strategy that works for your Black Friday and Cyber Monday campaigns.
5. Engage Customers on Social Media
Social media is packed with potential customers. Who isn’t on social media these days?
According to a Statista study from August 2023, Facebook took the crown as the top platform for U.S. digital shoppers, with 20.6% using it for shopping. Instagram wasn’t far behind, with 11.8% and YouTube grabbed 10.7% of shoppers.6
Globally, Facebook led the pack as well, with 23% of consumers saying it offered the best social commerce experience. Instagram followed with 18%, while YouTube and TikTok both earned 8%.7
Unsurprisingly, younger shoppers, especially those aged 18-34, showed a clear preference for Instagram.8
To make the most of your social media presence during the holiday rush, here are a few tips:
Deck Out Your Pages With “Holidified” Banners and Profile Pictures
This helps create a festive vibe and shows your audience your brand is embracing the holiday spirit.
Use Business Tools Like Meta’s Commerce Manager and Tiktok Business Center
These platforms offer features that make selling and managing ads easier for businesses.
Partner With Influencers To Tap Into Their Social Media Reach
Their followers are often looking to them for recommendations just in time for Black Friday and Cyber Monday.
Launch Targeted Ads Using Social Media’s Smart Targeting Features
This allows you to reach the right customers based on their interests, behaviors and demographics and maximize your ad spend.
And don’t forget about organic efforts! You want to plan out your social media calendar strategically with posts with engaging copywriting, giveaways or holiday-themed content to keep your audience engaged.
📗 Related read: The Ultimate Social Media Marketing Strategy for eCommerce
6. Personalize Your Email Marketing Campaigns
In April 2024, the U.S. led the world in email traffic, with a staggering average of 9.7 billion emails sent daily. And with over 92% of the digital population using email, it’s clear that this is a key channel for reaching your audience.9
To make your emails pop during the busy holiday season, consider these Black Friday marketing ideas:
Segment Your Audience
For example, you could create segments based on past purchase behavior, demographics or engagement levels. Tailoring your messages to these specific groups makes them more relevant and engaging.
Optimize Your Preview Text
This is the snippet of text that appears next to the subject line in inboxes. Use this space wisely to entice recipients to open your emails by giving them a sneak peek of what’s inside.
Craft Catchy Subject Lines
A compelling subject line can dramatically increase your open rates. If you’re offering a voucher or running a sale, make sure to give a clear hint in the subject to grab attention.
Include a Clear Call To Action
Make it easy for readers to know what you want them to do next, whether it’s clicking a link or making a purchase. If your call to action isn’t clear, they may feel confused and leave your email unread.
Above all, aim to personalize every element possible. In a sea of emails shoppers receive during the holidays, personalized touches can really set you apart and make a lasting impression that leads to your desired results.
📗 Related read: How To Write Email Marketing Content That Converts
7. Use SMS To Deliver Time-Sensitive Offers and Alerts
During the holiday season, 75% of shoppers are on the lookout for promotions and deals. You want to tap into this mindset with your SMS marketing strategy.1
Klaviyo is one of the top tools for SMS marketing that can also be used for email.
Since SMS marketing can be tedious, tools for such is a no-brainer. Other than using tools, here are some effective ways to SMS for your Black Friday marketing strategy:
Special Offers
Send out flash sales, exclusive coupons or promo codes to create urgency and drive immediate action.
Event Invites
Use SMS to invite customers to special events or sales, ensuring they feel included and informed.
Appointment Reminders
Keep your customers in the loop by sending reminders for appointments, making their experience smooth and hassle-free.
Order and Shipping Updates
Provide real-time updates on order statuses and shipping details so customers know exactly when to expect their purchases.
You can also use SMS to complement your email marketing efforts by directing users to their inbox for more details or exclusive offers.
📗 Related read: How To Use SMS Marketing This Holiday Season
8. Run Targeted Holiday Ad Campaigns
Running holiday PPC campaigns for eCommerce demands a different approach compared to regular PPC efforts.
During the holiday season, consumers are actively searching for deals, making it essential to craft targeted ads that resonate with their seasonal shopping mindset.
Google: Almost 75% of U.S. advertisers optimizing for high-value leads say Google beats social media platforms in delivering quality leads.10
Here are some Black Friday and Cyber Monday marketing ideas to ensure your holiday ad campaigns get results:
Prepare Your Campaigns for Approval
Platforms like Google Ads can take time to review your ads, so get them ready well in advance. You can pause them if needed to optimize your strategy.
Use Seasonal Keywords
Incorporate terms like “Christmas dinner” or “[Brand Name] Christmas sale” to capture holiday-specific searches.
Double-Check Your Location Targeting
Ensure your ads reach the right audience by reviewing your geographic settings.
Keep Your Ad Billing in Check
Adding a backup payment method can prevent your ads from stopping if a payment declines.
Moreover, as more people start shopping, bid prices can soar during the holidays due to increased competition. You want to keep this in mind when marketing Black Friday offerings.
📗 Related read: Amazon PPC: Everything You Need To Know
9. Have a Holiday Sale Landing Page
For retailers, creating a dedicated holiday sale landing page can be seriously beneficial. Such a page serves as a central hub where you can showcase all your sale items and make it easy for shoppers to find what they’re looking for.
In early October 2023, 58% of consumers reported that they were planning their shopping ahead of major sales days. Having a holiday sales page ready to attract these early planners.1
A snippet of Target’s landing page for Black Friday 2023. We’re yet to see the 2024.
When designing your landing page, keep a few key elements in mind:
• Easy Buy Buttons: Ensure that customers can make purchases with just a click.
• Eye-Catching Product Images: Use high-quality images to showcase your products or services and grab attention.
• Clear promotions: Highlight any special deals or discounts prominently.
• Time-Sensitive Markers: Incorporate countdown timers or limited-time offers to create a sense of urgency.
• Seamless Navigation: Utilize breadcrumbs or clear menus to help visitors find their way around the page effortlessly.
• Social Sharing Buttons: Encourage customers to share their finds with friends and family, extending your reach.
And while you want to be creative, remember not to go crazy with the visuals and cross the line of being out of brand.
📗 Related read: How To Write Landing Page Copy That Converts
10. Optimize Your Site for Mobile and Speed
By the second quarter of 2024, around 77% of all retail site visits came from mobile devices, accounting for about two-thirds of online purchases.3
Here are some marketing ideas for Black Friday and Cyber Monday to optimize your site for these busy shopping days:
Prepare for Potential Traffic Surges
With the influx of shoppers during the holiday season, ensure your hosting plan can handle increased traffic.
Consider upgrading your server capacity or using a content delivery network (CDN) to distribute the load and keep your site running smoothly.
Check for Current Issues and Fix Them
Take some time to identify any existing problems on your site, like broken links, slow-loading pages or error messages.
Addressing these issues before the holiday rush will help create a better user experience for your visitors.
Optimize Images
Use compressed images to speed up load times without losing visual quality. Large images can slow down your site, which may frustrate potential customers.
Tools like image compressors can help you strike the right balance between quality and performance.
Test Checkout Processes
Go through the checkout flow yourself to identify any hiccups or confusing steps, and ensure that payment options are clearly presented and easy to use.
A smooth and straightforward checkout process can greatly reduce cart abandonment rates and increase conversions.
Ensure Mobile Responsiveness
With the majority of shoppers using smartphones, make sure your website is mobile-friendly. Test your site on various devices to confirm that everything, from navigation to product displays, looks and functions perfectly.
Remember, a confusing or slow website can easily turn away potential buyers.
📗 Related read: 15 Reasons Website Visitors Don’t Convert
11. Encourage and Highlight Product Reviews
In surveyed markets, most consumers are taking at least six steps before committing to a new brand or product.
This includes things like comparing prices with similar products (80%), checking out online retailers and marketplaces for reviews (60%) and searching online for more information and feedback (75%).4
When it comes to highlighting reviews, select some of the most positive ones and incorporate them into your web design or social media posts.
To do that, here are some Black Friday marketing ideas to encourage reviews:
Provide Excellent Customer Support
Beyond solving issues, go the extra mile to build a connection with your customers, making them feel valued and more likely to leave a positive review.
Claim Your Listings on Business Directories
Having control over your business profile on platforms like Google allows you to ensure accurate information while also increasing your credibility with potential buyers.
Run Review Generation Campaigns
Don’t hesitate to ask for feedback. Whether in-store, through emails, or using reputation management tools, actively seeking reviews can help you gain valuable insights and boost your brand’s visibility.
A good reputation can set you apart from even the toughest competitors. For local businesses like restaurants, cafes or salons, you want to help your business rank high on Google Maps.
📗 Related read: How To Turn Negative Online Reviews Into Business Opportunities
Want More Marketing Ideas for Black Friday and Cyber Monday?
As we wrap up, remember that effective planning and early marketing can make all the difference for your business this holiday shopping season.
If you’re eager for more creative marketing ideas or could use some expert guidance, our team at Thrive is here to help. Talk to us!
Sources (10):
1. Think with Google: Consumer Trends Holiday Sales Day Season
2. Think with Google: Consumer Trends Holiday Retail Marketing Strategies
3. Statista: E-commerce Website Visit and Orders by Device
4. Think with Google: Consumer Trends Connect with Customers
5. Think with Google: Consumer Journey Omnichannel Marketing Strategy
6. Statista: Most Used Social Commerce Platforms US
7. Statista: Social Commerce Experience by Platform Worldwide
8. Statista: Online Purchase Journey Start via Social Media US
9. Statista: Email Usage US
10. Think with Google: Consumer Journey High-Value Customers for Sustainable Growth
