5 Black Friday Marketing Opportunities for Ecommerce Businesses

Chris Delany

Partner

Last year, Black Friday ecommerce sales set a new record of $3.34 billion. It’s clear that people are trading in the long lines and crowds of people for a more enjoyable shopping experience at home. On their couch. With turkey leftovers. I couldn’t agree more.

Knowing that there are billions of dollars waiting to be spent on Black Friday, your site should be ready for the demand. People are looking for the best deals, so impress them with your promotions and sales. Here are five marketing opportunities to take advantage of on Black Friday.

1. Send an Email Blast

An email blast is the fastest, most economical way to let people know of your Black Friday promotions. Keep in mind that consumers are getting a lot of Black Friday emails right now, so yours must stand out.

Include a catchy subject line and be clear about your offers. You can also include a personalized “add this to the calendar” section so that customers don’t forget. To be most effective, you’ll probably need to segment your customers based on their needs and wants.

2. Start a Referral Program

People feel a lot better about making a purchase when they’ve been referred. The best way to do this is by initiating a referral program. A referral program helps out during the holidays - and all year. It’s the gift that keeps on giving!

Before launching a referral program, consider how you will encourage feedback, how much time you want to give the referral and how you plan to promote the program. For example, your Black Friday Referral Program may give 20% off a friend’s first purchase and 10% off the customer’s purchase for a limited time.

3. Add a Countdown Timer

Countdown timers are fun gadgets that add a sense of urgency for shoppers who want the best deal. By including a countdown timer on your promotions, you help customers make an immediate decision. The sale can be closed right there instead of having to wait. I recommend including timers on all products, landing pages, promotional emails and social media posts.

4. Upsell and Cross-sell with Discounts

Now is a great time to upsell and cross-sell some of your other products. You can create combinations of products that go well together and offer an attractive discount for purchasing all of them. For example, if your website sells apparel, you can put together an outfit and offer all the pieces at a better price.

5. Host a Flash Sale

A flash sale is a great way to generate excitement before Black Friday. You can do it a few hours before Black Friday or a couple of days before. The idea is to create hype around your products and services and entice people to come back and shop with you. Remind customers what products will be available on Black Friday and Cyber Monday. In the meantime, keep inventory limited for your flash sale.

By applying these tips to your Black Friday marketing campaigns, you can see a bigger difference in conversions and sales. People want the best deals and are willing to spend money. It’s up to you to be found and deliver a great experience.

 
About the Author: Chris Delany
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