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Last Minute Black Friday Ecommerce Campaign Tips

Last Minute Black Friday Ecommerce Campaign Tips

By James Barnes, October 11th 2018

Unless you’ve been living under a rock for the past few years, you’ll know that Black Friday is one of the most popular retail events of the year. In fact, the time items are on sale for the event has grown beyond 24 hours – with some retailers keeping the sale going for a week! With this huge event sneaking up on us, you're probably wondering what to do and where to start; this article will point you in the right direction.

Decide On Your Discount 

So first things first, deciding on your Black Friday discount. Don't fall into the trap that you have to offer 50% off all of your items – the discount doesn't even have to apply to all of your items. You can apply it to a select few. 


Review your margins before you confirm which discounts you're going to offer on your products. 

I advise creating a landing page for the products you're offering a discount on. Your visitors will know you're offering a discount for all of the products they are viewing, creating a  better experience.

Smaller discounts like 5% - 10% can encourage people to visit your website or marketplace, browse through your products and hopefully lead to some extra orders. Even if some visitors don't buy anything, you're still gaining something from it — you're increasing your brand awareness.

Don’t Try To Do Too Much

It's easy to get caught up and get carried away when you're planning a Black Friday campaign for your business. By doing so (with a tight deadline), you probably won't be able to complete everything and if you do manage to, it definitely won't be to the best of your ability. 

It'll be more effective to create a simpler, well-thought out campaign. You will be able to complete everything to the best of your ability, making the best first impression possible, hopefully increasing your sales.

So, how can you create a simpler campaign? 

  • Utilise themes that are already created and put your own twist on them (rather than starting from scratch). Canva and Burst have various themes that you could use, but you will need to double check the copyright of the images. 
  • Edit your existing emails – again rather than starting from the beginning.
  • Re-use existing, successful social media campaigns targeting options – you won't have time to A/B test different audiences.

Promote Your Offers 

So, you know what discount you're offering and on what products, it's time to promote your campaign! We have lots of marketing blogs that will be able to help you, you can read one specifically written for the peak season here. But here are the basics you should cover, and are fairly simple:

  • Update your banners on your website, marketplaces and social media
  • Post on social media
  • Email your contact lists

Improve User Experience

If you have the time, view your website and marketplaces as a prospective customer and look for any improvements you can make – and make them. You might know of some already, but if not, work through your website starting with the most important pages, e.g. landing pages, your most popular product pages and your checkout process. 

It's a good idea to ask your family and friends to do this too. They will see improvements you won't and will have different ideas to you.

You want to eliminate any unnecessary steps and make their buying journeys as good as possible. Viewing journeys in Google Analytics will also help you piece together peoples' journeys on your website. 

But, improving user experience during the peak season could also result in you going the extra mile and giving yourself a little extra work to do, e.g. offering gift wrapping. There are lots of things to consider.

Update Your Policies 

A lot of people love a bargain, particularly if they're getting it in time for Christmas. Many people use Black Friday to buy friends and family Christmas presents. Bearing this in mind, do you need to extend your normal returns policy to cover this period?

Extending your returns policy could result in more people buying from you. Especially if you're competitors don't offer this! Your customers know you have their back covered, and this could result in them becoming a returning customer. 


Make sure your policies are clearly displayed for people when they're purchasing your products on your site or on your listings. This could be the difference between a sale or not.

You'll also need to decide if your shipping policy will remain the same. Your couriers might issue you with turnaround time updates, will you update your policy with these everytime to set expectations? Will you make shipping free to encourage more sales, or will you charge so you make a little more profit considering you're discounting your products?


There’s no time to waste, it’s time to review your profit margins to decide on your Black Friday discount and which products you’re going to give the discount on. I’m very much looking forward to seeing your campaign, planned and executed to the best of your ability! 

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