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Black Friday Marketing Essentials

Black Friday is a major shopping event worldwide, eagerly anticipated by businesses and consumers alike. It’s a time marked by discounts, special deals, and heightened purchasing activity. For online retailers, Black Friday and Cyber Monday in 2024 will be essential moments to capture shoppers’ attention and drive significant revenue. With billions generated during Black Friday 2023, this year’s shopping season is expected to be even more competitive.

To help eMerchantClub members stand out, here are some essential ecommerce marketing strategies tailored for Black Friday:

Keep Shoppers Engaged Throughout Black Friday

Maximize engagement by using high-converting tools like popups, notifications, and AI-driven recommendations to guide visitors through your deals. Capture leads, encourage purchases, and build excitement with these effective onsite marketing strategies.

Key Black Friday Ecommerce Tactics

  1. Ramp Up Email List Building Early Start gathering email addresses well before the holiday season. Use popups, sign-up forms, and onsite notifications with incentives like VIP discounts or early access to Black Friday deals to encourage visitors to join your mailing list. Building this list in October can set the stage for successful Black Friday outreach.
  2. Drive Traffic to Black Friday Deals Use onsite notifications to guide customers to special offers and product pages, minimizing the chance of them leaving your site. This approach can be particularly effective for stores running multiple Black Friday promotions.
  3. AI-Generated Product Recommendations Implement AI-based recommendations to show personalized product suggestions. AI Wishlist tools, for instance, can remind customers of products they’ve viewed, even if they leave and come back. This tactic can drive up to 5% of sales during Black Friday.
  4. Special Offers on Cart Additions Engage shoppers who add items to their cart by offering tiered rewards based on their cart total. For example, you might provide free shipping on orders over a certain amount, or additional discounts when they add specific items.
  5. Target Returning Visitors with Promo Offers Use targeted messaging to entice visitors who return to your site. Display special offers or discounts for these potential buyers, who may already have considered your products and just need a little extra incentive to complete their purchase.

  1. Create “Low Stock” Alerts to Drive Urgency Display alerts for products that are nearly out of stock to create a sense of urgency. When customers see limited quantities, they’re more likely to make a purchase sooner.
  2. Reduce Cart Abandonment with Exit Popups Encourage customers to complete their purchase with exit-intent popups offering a discount or reminder. Adding a countdown timer or a positive customer review can further enhance this strategy’s effectiveness.
  3. Create Discount and Promo Codes Offer promo codes for easy application on checkout, and highlight them in popups and a site-wide notification bar. This makes it easy for visitors to use the discount, increasing the likelihood of conversions.


  1. Plan Your Marketing Emails Strategically Schedule a series of emails to keep subscribers excited and informed about your Black Friday offers. Consider countdown reminders, early-bird access, abandoned cart recovery, and last-chance notifications to keep your audience engaged and ready to purchase.
  2. Use Product Bundling to Increase Order Value Bundling complementary products can help boost your average order value. Create bundles with popular items, or offer tiered discounts for customers who add multiple products to their cart.
  3. Create Gift Guides and Collections Make shopping easier by offering curated gift guides. Tag relevant products as gifts, and organize collections tailored to your audience’s interests. This can help customers quickly find presents for loved ones during the holiday season.
  4. Run a Discount Contest or Giveaway Generate excitement by offering exclusive discounts or a mystery gift as a prize. Encourage entries through simple actions like email sign-ups or social media engagement.

Fine-Tune Your Online Store for Black Friday Success

Beyond promotional tactics, optimizing your website is essential for Black Friday. Here are some areas to consider:

  • Product Descriptions: Make them concise, engaging, and benefit-oriented. Add keywords to improve SEO and help your store rank in search results.
  • Page Speed: Ensure your pages load quickly to prevent visitors from leaving. Use tools like Google’s PageSpeed Insights to measure and improve your site’s loading speed.
  • Customer Reviews: Display positive customer reviews to build trust. Collect feedback through apps like Yotpo or Loox, and showcase reviews on your product pages.
  • Secure Payments: Display trust badges and ensure your site uses HTTPS for secure transactions. Make sure customers feel confident in their purchasing experience.
  • Customer Support: Offer live chat or a comprehensive FAQ section. Shoppers may have questions, and quick answers can prevent them from leaving your site.

Summary

While there’s no guaranteed formula for Black Friday success, a combination of engaging marketing tactics and careful optimization of your online store will set you up for a successful holiday season. By following these strategies, eMerchantClub members can prepare to attract, engage, and convert more visitors during one of the year’s most critical shopping events.

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