Essential Black Friday Ecommerce Tips and Tricks in 2024

Black Friday and Cyber Monday(BFCM) weekends aren’t just peak shopping days—they are make-or-break deals for many eCommerce brands.

The average order value during Black Friday and Cyber Monday 2023 was about 15% higher than the rest of the year. Consumers are expected to spend an average of $567 during BFCM 2024, a 13% increase from 2023.

With millions of eager shoppers and intense competition, it’s not just about participating—it’s about standing out.

To help you make the most of this BFCM, here are 21 proven Black Friday marketing and optimization ideas to boost traffic, engagement, and conversions.

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Black Friday Ecommerce Marketing Tips

Getting your marketing strategy right is essential for standing out during the frenzy of Black Friday shopping.

Here are a few marketing strategies to help you build excitement and drive more sales this Black Friday.

1. Go Big with Black Friday Deals

Black Friday is synonymous with massive markdowns on products. The bigger the discount, the easier it could make the purchasing decision for your customers.

Take a look at your inventory and determine which items can withstand steep discounts while still turning in decent profit.

But…keep in mind that while offering deep discounts, you must plan how to increase your average order value (AOV).

To do this, you can consider:

• Upselling
• Cross-selling
• Bundling

You must also work to improve your conversion rates by marketing your offers as “time-sensitive” or offering BNPL options to encourage indecisive customers to make purchases. Also, consider running your eCommerce BFCM campaign for a longer period instead of the typical one-week span. This will ensure you generate the most revenue during the holiday season.

~Source: Blackfriday Ads

2. Show Appreciation to Your VIP Customers

VIP customers are often a brand’s highest spenders and the most engaged audience. Adobe reports that the top 1% of customers typically spend five times more than the average shopper.

Considering this, it makes a lot of sense to offer your existing customers benefits like early bird access, special discounts, shopping points, etc. To target your most valued customers, you can run targeted email campaigns. I’ve covered some effective BFCM-relevant email marketing strategies in my detailed blog. Perhaps you’d find it helpful.

~Source: Withings

3. Build Excitement on Social Media

Social media is a powerful channel for generating excitement around your Black Friday deals well before the event. By starting early, you can build anticipation and drive engagement, encouraging your followers to save the date and spread the word.

• Start by sharing teaser posts about your upcoming sale, highlighting exclusive deals or limited-edition items.
• Use countdown stickers, posts, and live-streamed sneak peeks to increase engagement.
• Create a “Deal Reveal” campaign, where you gradually unveil deals over the weeks or days leading up to Black Friday.

Glossier is a great example of using social media to build anticipation for Black Friday. In the weeks leading up to Black Friday, Glossier teased its exclusive deals through Instagram Stories, countdown timers, and influencer partnerships.

4. Segment Your Emails & Add a Touch of Personalization

Instead of bombarding everyone with the same email and the same offer, focus on personalizing deals and product recommendations that feel hand-picked. By segmenting your list into targeted groups like:

• Loyal customers
• First-time shoppers

You can send relevant content that speaks directly to each audience’s interests and needs, increasing your email conversion rates by 10%.

For example:

• Sending a loyal customer an email offering early access to exclusive bundles.
• A first-time visitor receives a special discount code to make their first purchase memorable.

These personal touches drive engagement and conversions and turn your customers into long-time repeat customers.

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~Source: Cozmo

5. Run a Strategic Email Campaign

A well-planned email campaign can capture your customer’s attention at just the right moments to drive excitement and sales. But…planning and executing is crucial. You must segment your email campaigns into different phases.

For example:

Phase#1: Tease the Deals Early

Start by building anticipation a few weeks before BFCM with “sneak peek” emails or “coming soon” banners.

Phase#2: Offer Early Access to VIPs

Give your most loyal customers or subscribers early access to BFCM sales. This can be as simple as a 24-hour head start or an exclusive access code.

Phase#3: Send Cart Recovery and Last-Minute Reminders

Cart abandonment during BFCM is common, so use reminder emails to recapture lost sales. Also, send out email campaigns to target customers who may have missed your BFCM sale altogether.

You can add more phases depending on how long you intend to run your camping, but the ones we talked about should suffice.

~Source: reallygoodemails

6. Create Urgency with Low Stock Alerts

Low stock alerts can create the classic fear of missing out (FOMO) that can turn casual browsers into buyers.

When customers come across prompts like “Only 3 left in stock!” they’re forced to add products to their carts and checkout. In fact, 56% of people are afraid of missing out.

To further reinforce a sense of urgency, you can combine low-stock alerts with limited-time discounts for an even stronger push.

For example, “Only 2 left! 20% off for the next hour!” pairs scarcity with a ticking clock, creating a dual sense of urgency.

It’s a powerful combination that not only drives conversions but also enhances the shopping experience by giving customers clear signals on which deals are in high demand.

~Source: feelgoodcontacts

7. Use Onsite Notifications to Guide Shoppers to Deals

Onsite notifications are the perfect to lead shoppers right where you want them—straight to your BFCM deals.

You can strategically place pop-ups, banners, or slide-ins to highlight limited-time offers, exclusive bundles, and best-selling items as soon as visitors land on your website. Just to give you an idea, pop-ups alone can convert 4.01% of website visitors.

That said, ensure you don’t disrupt the user’s browsing experience by spamming notifications.You can also consider organizing your BFCM deals and bundles in a single onsite notification center. Charlottebio has done a great job at this. This not only saves time for shoppers but also improves engagement rate by making deals easy to discover and accessible.

~Source: Charlottebio

8. Offer Discount Codes and Promotions

Discounts and promotions are the heart of any successful BFCM strategy. Give that irresistible nudge to hit “Add to cart.” A well-placed discount code—whether it’s a flat 20% off or free shipping—turns the thrill of a deal into immediate action.

• Create unique codes for different deals during Black Friday. For example, BF20 could be used to offer 20% off orders that are above a certain dollar amount. Pair this coupon with time-sensitive marketing, and you’re sure to see a surge in orders.

With creative discount strategies, you’re not just attracting deal-seekers—you’re building relationships that last beyond BFCM.

~Source: Soundstripe

9. Encourage Bigger Orders With Product Bundles

Product bundling can increase conversion rates and AOV. In fact, DockATot (a baby brand) saw a 7.09% increase in conversions when it implemented this strategy.

Here’s how branding can look for your eCommerce store:

• Beauty brand offering a “Holiday Essentials Bundle” featuring skincare and makeup must-haves.
• An electronics store offering a discounted “Home Office Bundle” that includes a laptop, accessories, and noise-canceling headphones.

Bundles like these not only add convenience but make customers feel like they’re getting much more for their money. Here are some effective strategies and ideas for crafting bundles that resonate with shoppers during the holiday rush:

• Bundle items that work well together or that customers often purchase together.
• Create bundles at different price points to cater to different budgets and needs.
• Increase cart size by offering greater discounts as customers add more items from a specific category or set.

Allow shoppers to choose items from a select group and discount the total based on the number of items purchased Buy 2, Save 15%; or Buy 3, Save 20%

~Source: allure

10. Set Up Retargeting Ads

Retargeting ads are an essential tool for capturing missed opportunities during Black Friday. According to Criteo, retargeting can increase conversion rates by 38%.

Retargeting works by using cookies to track these visitors and then displaying relevant ads to them as they browse other websites or social media. To set up effective retargeting ads,

• Start by analyzing your traffic data to identify high-intent behaviors.
• Segment these visitors based on actions, such as viewing specific product categories, and create ad content that speaks directly to their interests.
• Offering personalized discounts, free shipping, or showcasing limited-time deals in your retargeting ads can help turn these visitors into buyers.

The content of your retargeting ads should be crafted carefully to resonate with your target audience.

These ads serve as gentle reminders to customers who visited your site but didn’t complete a purchase.

~Source: mayple

11. Upsell and Cross-Sell Products

Upselling means recommending a higher-value product that could better meet the client’s needs, increasing their average order value.

For example, if a customer is eyeing a standard laptop, offer an upsell option for a model with upgraded specs, such as extra storage or a faster processor, highlighting how it will benefit their everyday tasks.

Cross-selling is a powerful way to inspire customers to add complementary items that increase their initial order value. This not only drives additional sales but also creates a more complete and satisfying shopping experience.

For instance, when a customer buys a camera, suggest a cross-sell of a memory card or carrying case, emphasizing how these extras will improve their experience with the product.These product recommendation tactics can bring up to a 10% to 30% boost in revenue.

~Source: Hilton Garden

12. Make Your Messaging “Personal”

During the Black Friday season, if you’re using generic messaging in your marketing that doesn’t resonate with your target audience, it can cost you customers.

However, personalized messaging can create a more engaging experience showing customers that the brand recognizes their unique preferences. In fact, 80% of customers are likely to make a purchase when brands offer personalized experiences.

Focus on delivering content and offers tailored to your customer’s interests, purchase history, and even browsing behavior.

How can you achieve this?

• Use purchase history, and engagement data, to segment customers.
• Use dynamic content in emails or on your site’s landing page. You can also adjust it to align with each customer segment’s interests.
• Consider implementing automated product recommendation emails triggered by user actions, such as cart abandonment or recent purchases.

A great example of effective personalized messaging comes from Amazon. For instance, customers who frequently buy electronics receive emails with deals on tech items, while those who favor books might see special offers on popular titles.

Black Friday Ecommerce Optimization Tips

Ensuring your website is optimized for a smooth shopping experience is essential for Black Friday success. Here are a few tips to help you optimize your eCommerce store to handle high traffic.

1. Check Your Site Is Ready For High Traffic

After all the effort put into your Black Friday marketing campaigns, one critical question remains: Can your site handle high traffic?

Ensuring your site is ready to handle high traffic is critical for a smooth, successful BFCM. Start by stress-testing your site to identify any weak points in its capacity

• Simulating peak traffic levels ensures it can handle the surge without lagging or failing.
• Make sure essential pages like your home page, product pages, and checkout process are optimized for speed and load without delays.
• Check that your site’s backend is optimized to accommodate an influx of orders and data.

A slow-loading site can frustrate customers significantly, leading to a 123% increase in bounce rate for every additional 10 seconds of delay in load time.

To learn how to improve your eCommerce site’s speed and performance, you can checkout our optimization tips for eCommerce sites.

2. Improve Website Navigation to Make Shopping Easier

To make it easy for customers to navigate and explore your offerings, make sure that popular categories and featured items are clearly visible on your website. Clear labeling of category structures can reduce friction and make navigation easier.

Consider adding a dedicated “Black Friday Deals” section to streamline the user journey for holiday shoppers. According to TrueList, 70% of online shoppers abandon their carts due to poor user experience.

Furthermore, offering filtering options—such as price range or customer ratings—allows users to quickly refine their search, enhancing the browsing experience and helping them find products that meet their specific needs.

3. Simplify the Checkout Process

Nearly 80% of buyers abandon their carts at the checkout stage, and a complicated checkout process is said to be the biggest reason for cart abandonment.

Offering guest checkouts can also enhance the shopping experience. Forcing users to create an account before purchasing is a major turn-off. Surveys show that 24% of customers leave the checkout page when asked to create an account.

Integrating popular payment options like PayPal, Apple Pay, or Google Pay can further streamline the process, allowing users to complete transactions quickly and securely.

Use familiar payment gateways to build credibility and security. Adding strong progress indicators, simplifying forms, and offering multiple payment options can further enhance the checkout experience.

4. Remind Customers of Abandoned Carts

Automated email Reminders are a “game-changer” for abandoned cart recovery. They prevent customers from leaving orders in their carts.

Reminders should be timely and friendly. They can potentially include a small discount to help push customers over the edge when completing their purchase. SMS reminders can also be effective in reducing cart abandonment.

If you run an abandon cart recovery email campaign, you should display the contents of a customer’s cart and offer a solid discount, guiding the customer back on their purchase path.

Did you know: Recovering abandoned carts can boost your Black Friday revenue by up to 5%?

~Source: Moment

5. Plan for Black Friday Shipping and Returns

Clear shipping and return policies are essential to providing customer confidence, especially when buying during a fast-moving sale.

Consider offering discounted or free shipping thresholds to encourage customers to add more products to their baskets before checking out.

Include a hassle-free return policy, as this can reassure shoppers and encourage purchases. When customers know they can return items easily if something doesn’t work out, they’re more likely to buy from you.

~ Source: woocommerce

6. Offer Customers Option to ‘Buy Now, Pay Later’

Having a “buy now, pay later” (BNPL) payment method can also boost your conversion rates by 20-30%, especially for high-priced items.

Offer flexible, interest-free payment options to attract value-focused shoppers. Integrate a reliable Buy Now, Pay Later (BNPL) provider directly into your checkout for a seamless experience.

~Source: World Fitness Australia

7. Optimize Your Site for Faster Load Times

During Black Friday, 2 seconds of downtime can be the difference between 2x conversions and lost revenue.

To improve website load speed, consider implementing a Content Delivery Network (CDN) to enhance content delivery. Additionally, optimizing images, minifying CSS and JavaScript, and removing unused resources can further streamline performance and ensure faster user loading times.

Improving your website speed not only satisfies your customers but also improves your search engine rankings.

8. Add Customer Reviews

Customer reviews can improve your conversions by alleviating common fears buyers may have about the quality of the product.

Based on recent online reviews, 75.5% of consumers express trust in reviews, with 90.6% always reading them before making a purchase.

Feature reviews on your product pages, especially those of the most popular products and Black Friday deals. Genuine reviews can influence uncertain visitors to part with their money. When reviews can add photos and ratings, that only adds credibility.

Source: linjer

9. Set Up Workflows for Inventory Management to Avoid Stockouts

Preparation is key in making sure you can help customers shop with confidence and make the most of every Black Friday sale opportunity.

Collaborate with suppliers and stock up on the items that are selling well. Leverage real-time inventory tracking to notify you when an item is less in stock. This will help you restock or modify marketing efforts with ample time to meet the demand.

Utilize automated inventory alerts and stock management tools to avoid out-of-stock items during busy shopping hours. It improves customer satisfaction and maintains your brand reputation.

For example, here’s how you can manage inventory in WooCommerce:

• Go to WooCommerce > Settings > Products > Inventory.
• Check the option “Enable stock management” to allow WooCommerce to track inventory levels automatically.
• You can also set the Hold Stock option, which determines how long to hold stock for unpaid orders before canceling them.

Final Words!

Black Friday is undoubtedly one of the most prominent sales days of the year. If you haven’t started preparing your online business for this BIG DAY, you must start right now.

It is the perfect time to prepare for the Holiday Season. If you follow the tips and tricks mentioned in this article, you will be all set for your eCommerce Black Friday sale campaign. Check out the Cloudways coupon code and avail now.

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