Black Friday is the biggest shopping event of the year, but it’s also one of the most competitive. For eCommerce brands, it’s not enough to just slash prices and hope for the best, smart planning, strategic timing, and a clear understanding of customer behaviour are crucial to standing out. In this blog, we’ll break down what to do (and what to avoid) when it comes to Black Friday eCommerce marketing, so you can make the most of the holiday shopping surge.
✅ Do: Plan Your Promotions in Advance
Black Friday shoppers are savvy, they start researching weeks before the big day. That means your campaigns should be mapped out well in advance, from email flows to social media teasers.
Offer sneak peeks, “coming soon” promos, and early access to VIP subscribers. Not only does this build anticipation, but it also gives you a chance to spread out demand instead of overwhelming your systems in one chaotic rush.
Consider offering tiered discounts (e.g., 20% off on Thursday, 30% off on Friday, 40% off on Cyber Monday). This keeps customers engaged throughout the long weekend.
❌ Don’t: Overwhelm Customers with Confusing Discounts
It’s tempting to go all-in with multiple codes, tiered offers, and bundles, but too many overlapping promotions can frustrate customers. If people have to decode your sale, they may abandon their cart and look elsewhere. Keep your deals clear, simple, and easy to claim. Use bold banners, clean landing pages, and straightforward copy like “30% off sitewide — no code needed.”
Test your discount codes, checkout flow, and landing pages ahead of time to avoid technical hiccups on the big day.
✅ Do: Use Urgency and Scarcity Tactics
Nothing motivates shoppers like the fear of missing out. Phrases like “only 2 left in stock” or countdown timers on product pages tap into this psychology and can significantly boost conversions.
Flash sales, limited-time bundles, and exclusive “doorbuster” deals can also create urgency and drive quick decision-making.
❌ Don’t: Forget About Your Website Performance
All the marketing in the world won’t save you if your website crashes or slows down when the traffic surge hits. Slow load times frustrate shoppers and increase bounce rates.
Run a speed test on your site before Black Friday and ensure your hosting can handle increased demand. Even a one-second delay in page load time can lead to a 7% drop in conversions.
✅ Do: Nurture Customers Beyond the Sale
Black Friday isn’t just about short-term gains, it’s a chance to grow long-term customer relationships. Collect emails, encourage reviews, and create personalised follow-up campaigns.
Segment your audience after the sale and nurture them with tailored product recommendations or loyalty rewards to keep them coming back well into the new year.
Create post-Black Friday email flows with subject lines like “Missed Black Friday? Cyber Monday is here!” to capture late shoppers.
❌ Don’t: Neglect Mobile Shoppers
With mobile commerce accounting for over 70% of eCommerce traffic during holiday sales, neglecting mobile optimisation is a costly mistake. If your site isn’t mobile-friendly, you risk losing the majority of potential buyers.
Test your checkout experience on multiple devices. Buttons should be thumb-friendly, forms should be minimal, and mobile wallets (like Apple Pay and Google Pay) should be enabled.
🎯 Wrapping It Up
When it comes to Black Friday eCommerce marketing, success is all about preparation, clarity, and customer experience. Plan ahead, keep your offers simple, use urgency wisely, and optimise for mobile and speed. Just as importantly, don’t stop at the sale — nurture your new customers for long-term growth.
Handled well, Black Friday can be more than just a one-day revenue spike — it can be the start of lasting customer relationships.
Ready to make this Black Friday your best yet? At CDA, we help eCommerce brands craft powerful campaigns that drive sales and build loyalty. Get in touch with our team today to start planning.
