Everything you need to know for Black Friday

The term ‘Black Friday’ was first used in the US way back in the 1950s. Since then, it’s become one of the busiest shopping events of the year. With big brands offering even bigger discounts, bargain hunters are on the lookout for the best deals.

We take you through some of the best ways brands can prepare for Black Friday. 

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Audit? Get on it 

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Go through your site and give it a full MOT. Check images, test payment gateways, and make sure it’s SEO friendly. You could also analyse how fast your pages load on both desktop and mobile with tools like Google PageSpeed Insights or SEMrush. 

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No one likes ‘404 errors’. Use a crawler to find and fix broken links so your website is working like a well-oiled machine.

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Paid ad prep

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In a sea of ‘10% OFF’ and ‘Buy one get one free’, be bold and creative. Bland ads are bad ads and won’t catch anybody’s attention. Test formats and make your visuals POP. Because during Black Friday, standing out is everything.

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Make those socials sparkle

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Social media isn’t just about posting food pics. Instagram Stories, TikTok Reels, and Meta ads can take engagement through the roof. More engagement means more eyes on your brand. Make sure to create your assets in advance including emails, ads, templates and have everything scheduled.

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Keep an eye on competitors

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What are they offering? How can you beat it? Check your competitors’ socials and website to see what they’re doing and how you can position it differently. Look for gaps in their content or customer experience, that’s your opportunity to stand out and really grab people’s attention.

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Email marketing 

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Email marketing 101? Make it personal. It’s all about avoiding the generic and embracing the unique. Remember, you’re up against thousands of brands on Black Friday, so don’t be afraid to add some urgency, exclusivity, and even a sprinkle of humour to your subject lines. 

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But be careful. Email bombardments are enough to deter even the most loyal customers. Keep it short, sweet, and limit how many emails you send.

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Looking to take your Black Friday marketing strategy to the next level? Get in touch with our expert marketing team. 

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