The Black Friday and Cyber Monday sale period presents an incredible opportunity for businesses of all sizes to boost sales and attract new customers. With shoppers actively seeking deals, it’s the perfect time to capture attention, convert first-time buyers, and strengthen relationships with existing customers.
This period’s heightened consumer interest allows businesses to showcase their best offers, introduce their brand to a broader audience, and drive revenue growth. Additionally, by leveraging strategic promotions and digital marketing channels, businesses can build long-term customer loyalty beyond just the sale, creating a lasting impact well into the new year. Below are 10 practical tips to get your store ready for BFCM in 2024.
1. Start Early & Offer an Extended Sales Period
BFCM is still dominated by online shopping, but sales now often start weeks in advance, with both in-store and online promotions ramping up early. With shoppers beginning to look for deals sooner, it’s wise to start promoting your offers well before the official BFCM dates. If feasible, consider extending your deals beyond BFCM to capture additional revenue and cater to those who may have missed the initial rush.
2. Identify Key Products for BFCM Promotions
Selecting and sourcing your BFCM products in advance is crucial. Popular items can require additional lead time, especially if you’re reliant on suppliers. Since many suppliers are still operating at high capacity, placing your orders early ensures you have the right stock ready to go. Focus on products that you know will attract attention and drive interest.
3. Craft an Irresistible Offer
To draw in customers, consider offering an exceptional deal on a popular product. Many retailers use a “jaw-dropping” discount on one or two items to attract shoppers, who might then purchase additional items on their way to checkout. There are numerous tools available to help encourage larger orders, including apps that support:
- Discounts, flash sales, and exclusive offers
- Upsells and cross-sells
- Reducing abandoned carts and completing purchases
Sometimes, deeply discounting a flagship product can act as a loss leader to attract customers, who may then add higher-priced items to their basket.
4. Reward Customer Loyalty
Your loyal customers deserve a bit of extra attention. Consider offering them your best deals, such as tiered discounts, early access to Black Friday sales, or referral perks for friends and family. For instance, your email subscribers could receive exclusive discounts or early-bird sales access. This not only rewards loyalty but encourages repeat purchases, increasing your brand’s reach through word-of-mouth recommendations.
5. Focus on Your Top Sales Channels
If you’re not already selling on multiple channels, now’s a great time to consider it. For those who are, assess which platforms bring in the most value and prioritise them during BFCM. Many eCommerce platforms allow you to sync your store with social media channels like Instagram and TikTok. This can make it easier to reach customers across platforms, keeping your products and inventory aligned and manageable from one central location.
6. Plan and Launch Your Black Friday Email Campaigns Early
Email marketing remains a vital tool in your BFCM strategy. Start planning and scheduling your emails well in advance. Here’s how to maximise your BFCM email campaigns:
- Optimise your site for email capture: Make it easy for visitors to sign up for updates. Consider using pop-ups and forms on key pages to capture emails from interested shoppers.
- Personalise your emails: Personalised content, like using a customer’s name or recommending products based on past purchases, can significantly boost engagement and conversions.
- Send teaser emails: Hype up your BFCM deals with “warm-up” emails, hinting at upcoming offers to keep your audience interested.
- Set up abandoned cart emails: With high shopping activity during BFCM, cart abandonment rates can spike. Automatically triggered abandoned cart emails can help capture these potential sales.
7. Refresh Your Homepage with Seasonal Imagery
To showcase your holiday sales, give your website a festive update. Use seasonal banners and creative visual elements on your homepage. This can help unify your campaign visuals across multiple channels and create a memorable experience for visitors.
8. Prepare Your Online Store for Black Friday Traffic Surges
A slow website can lead to lost sales, so it’s essential to optimise your site for potential traffic spikes. Ensure your site can handle the increased load by:
- Testing your site speed with tools like GTMetrix and Pingdom.
- Reviewing your site’s architecture to remove any redundant tools or scripts that could slow down loading times.
- Minimising the use of excessive pop-ups to keep your pages responsive and reduce potential distractions.
Even small improvements in loading speed can have a noticeable impact on conversions.
9. Offer “Buy Now, Pay Later” Options
With Buy Now, Pay Later (BNPL) options becoming increasingly popular, it’s worth considering this feature for Black Friday period. Services like Afterpay, Klarna, and Zip offer flexible payment options, which can encourage customers to make purchases they might otherwise hesitate on. BNPL options can make a significant difference in boosting conversions and average order values.
10. Turn Seasonal Shoppers into Year-Round Customers
The Black Friday Cyber Monday period doesn’t end with the final sale – it’s an opportunity to build lasting relationships with new customers. Keep them engaged by staying active on social media and sending follow-up emails. If they haven’t signed up for your mailing list, consider using retargeting ads to bring them back and encourage repeat purchases.
Planning, preparation, and an early start are the keys to a successful BFCM season. This checklist covers the essentials to help you make the most of this sales period. With online shopping expected to reach record highs, following these steps should give your business a competitive edge during the upcoming BFCM events.
