Top eCommerce Tips for Black Friday Success

As the festive season approaches, Black Friday buzz intensifies. Last year, UK online shoppers spent a record-breaking £7.28 billion , raising the stakes for retailers worldwide. Black Friday 2024 falls on 28th November, and whether you’re a seasoned eCommerce professional or running your first online store, success depends on strategic planning and smart execution.

This guide offers actionable insights to help your business thrive, with platforms like KiwiCommerce providing the tools to gain that competitive edge.

Key Takeaways:

• Black Friday represents a huge sales opportunity with record-breaking online spending.
• Early planning including understanding consumer behaviour and analysing competitors is vital.
• Optimising the online shopping experience and offering incentives such as free shipping can significantly boost sales.
• Effective marketing strategies include building anticipation, exclusive deals, and personalisation.
• Leveraging print-on-demand and streamlined fulfilment through KiwiCommerce can enhance operational efficiency during peak periods.

What is Black Friday?

Black Friday, the day after American Thanksgiving, marks the unofficial start of the holiday shopping period. Historically, it was coined by Philadelphia police in the 1950s due to the heavy shopping traffic and chaos, and financially, it symbolises the day retailers “go into the black.”

Today, it has evolved into a global online shopping phenomenon, with retailers offering major discounts both in-store and online, drawing millions of eager shoppers.

Black Friday vs Cyber Monday

While close in date, Black Friday and Cyber Monday serve slightly different audiences:

• Black Friday originally focused on in-store sales, now extended online. Deals cover general merchandise and “doorbusters.”
• Cyber Monday, introduced in 2005, focuses on tech and electronics online.

Many eCommerce businesses now run multi-day or even month-long promotions, spanning the weekend through Cyber Week.

Seven Steps to Prepare for Black Friday

1. Understand the Black Friday shopper

Knowing your audience is key to success:

• Motivations: Shoppers hunt for unbeatable deals and exclusive products.
• Research habits: Customers compare products online; ensure clear descriptions, quality images, and reviews.
• Mobile-friendly: A large percentage shop via mobile, so your website must be responsive.
• Timing: Start promotions early; many shoppers plan months in advance.
• Security: Highlight secure payment methods and trust badges.

2. Conduct competitor analysis

Stay ahead by knowing your competitors:

• Identify key players and niche competitors.
• Study previous promotions and pricing strategies.
• Analyse product ranges and unique selling points.
• Learn from competitor reviews to avoid common pitfalls.

3. Start preparations early

Consumers start hunting for bargains as early as September.

• Re-release popular products or introduce seasonal items.
• Plan communications to raise awareness and anticipation.
• Questions to consider: What will you discount? When will sales start? How will you advertise deals?

4. Optimise your website

A smooth online experience drives conversions:

• Streamlined checkout with multiple payment options.
• Fast-loading pages and mobile optimisation.
• Intuitive navigation and search functionality.
• Trust signals like SSL certificates and verified reviews.

5. Outsource production & fulfilment

Use third-party solutions to scale efficiently:

• Vet providers for reliability, integration, speed, cost, and service.
• Consider print-on-demand (POD) to reduce stock risk and costs.
• KiwiCommerce offers integrated POD and fulfilment options to manage peak demand.

6. Prepare exceptional customer support

High traffic means more queries plan ahead:

• Expand support team temporarily.
• Train staff thoroughly on products and deals.
• Use chatbots for instant responses.
• Communicate clearly on shipping, returns, and policies.

7. Create a dedicated Black Friday landing page

A centralised landing page makes deals easy to find:

• Clear, compelling messaging and high-quality visuals.
• Countdown timers to create urgency.
• Mobile-friendly and intuitive navigation.
• Strong CTAs like “Shop Now” or “Limited Time Offer.”

22 Black Friday Marketing Strategies

1. Expand your product range – Seasonal and complementary items increase average order value.
2. Build anticipation – Teasers, countdowns, and exclusive previews drive excitement.
3. Automate marketing – Scheduled emails, retargeting ads, and social media posts save time and boost efficiency.
4. Offer exclusive promotions – Flash sales, bundles, and loyalty perks attract attention.
5. Adjust pricing smartly – Use dynamic pricing, bundle offers, and tiered discounts.
6. Provide free shipping – Encourages purchases, reduces cart abandonment, and builds loyalty.
7. Showcase social proof – Reviews, testimonials, UGC, and influencer endorsements build credibility.
8. Use personalisation – Tailor offers based on behaviour, segment emails, and customise shopping experiences.
9. Social media awareness – Eye-catching visuals, hashtags, live sessions, and paid ads boost reach.
10. Upsell & cross-sell – Offer premium versions or complementary products to maximise order value.
11. Abandoned cart recovery – Automated emails and retargeting ads reclaim lost sales.
12. Early bird access – Reward loyal customers with exclusive pre-sale deals.
13. Strategic pop-ups – Exit-intent or timed pop-ups guide customers to complete purchases.
14. New customer promotions – Welcome discounts encourage first-time purchases.
15. Loyalty programmes – Exclusive Black Friday perks and double points drive repeat sales.
16. Buy now, pay later (BNPL) – Appeals to budget-conscious shoppers.
17. Referral programmes – Incentivise customers to bring new buyers.
18. Free gifts with purchase – Encourages higher spending and adds perceived value.
19. VIP shopping experiences – Exclusive deals and tailored recommendations for top customers.
20. Gamification – Spin-to-win or points-based systems increase engagement.
21. Strategise for Cyber Week – Daily themed promotions sustain sales momentum.
22. Post-Black Friday rewards – Encourage repeat purchases with discounts, early access, or loyalty points.

Boost Black Friday Success with KiwiCommerce

Understanding consumer behaviour and employing smart marketing is crucial—but logistics matter just as much. KiwiCommerce simplifies your Black Friday operations with:

• Print-on-demand and fulfilment integration
  
• Holiday-themed personalised products
• Streamlined inventory and order management
• Fast, global delivery

Focus on creating an exceptional shopping experience while KiwiCommerce handles the logistics. Make Black Friday 2025 your most profitable yet!

Sign up with KiwiCommerce today to elevate your Black Friday strategy.