Black Friday & Cyber Monday Strategies For Ecommerce Marketing

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Published on: October 16, 2021 Updated on: June 26, 2024 views Icon 1369 Views

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  • Ecommerce

Reading Time Icon 17 min read


Sameer Pawar
Sameer Pawar LinkedIn

Director Growth Marketing

Sameer, with 20+ years in B2B/B2C, focuses on extracting clear, actionable insights from big data, driven by a passion for understanding Google's endless queries.

Article Reviewed By: Arpit Srivastava LinkedIn

Table of Contents

Are you excited about the busiest season for eCommerce marketing? Or are you a little nervous? Don’t worry; we’ve got your back. Black Friday and Cyber Monday are arguably some of the most sought out shopping weekends. Every marketer out there is gonna put up a tough battle to dominate in the ad and inbox space. Tweaking your eCommerce strategies for this period will be your best bet to reach your sales goals.

The strategies put in place for everyday sales are not what you need for these weeks. With a higher than average traffic expected you need to roll out strategies that can utilize the high traffic and attract most of them to your business.

No matter which industry you are in, missing out on the sales potential of these weeks is a big opportunity wasted. Your Ecommerce marketing team shouldn’t take a backseat in this period or else your competitors will make the most of it.

This guide will help you with strategies that can take advantage of the great opportunities that lie ahead.

1. Planning Sales And Discounts 

An estimated 25% of shoppers initiate their shopping before the holidays even start. This means you can’t just take it slow and instead start your preparations in advance as well. Time the discounts right but also ensure these efforts follow a solid purpose.

Do not pursue strategies on an impulse as this can cripple your income and might even result in losses. They require a thorough analysis and planning so that you won’t bite more than you can chew. Track data regarding the product’s normal price vs discounted price.

Monitor such relevant aspects of your eCommerce store if you do not wish your margins to come to a steady decline. Inventory management is very crucial, remember that the primary purpose is not stock clearance.

The idea of limited discount times or limited discount pieces is for improving the momentum of the sales. Even if the products and services are sold at discounted prices it will bring a boost to the revenue made.

Mix things up by throwing in a wide range of discounts for your products. People are more likely to be curious about what sort of new discounts are available. This will work in your favor as your potential customers could take initiative and check your business by themselves.

The right discount strategies can be found when you implement different types of discounts. This way the suitable discounts can be found that are effective for your campaign. Take this info to decide which discount strategies to abandon or implement in the future.

2. Website Performance

Have you checked your website performance lately? Even if it shows no signs of lag it will undergo severe strain during events such as Black Friday or Cyber Monday. This is because there will be more traffic and can overload your servers.

The website needs to be optimized to ensure it can handle the traffic surge on those days. Otherwise, the site will freeze or crash and have the customers abandon the website. This will negatively affect the customer experience and hurt your credibility.

This is why you need to test out your website to its fullest before the eventful days. Black Fridays are meant to utilize the boost in conversion rates. You wouldn’t want to end up having a boost in bounce rates instead because of poor website performance.

People are merry during holiday seasons and will not be in the mood for slow websites. Each second counts in terms of loading speed, you can potentially lose a major chunk of traffic if your website takes too many seconds to load.

Try to eliminate all the unnecessary plugins or javascript and keep it to a minimum for better loading speeds.

3. Simpler Checkout 

A great way to obtain better conversion rates would be to have a streamlined checkout process. Making the checkout process complex will leave your customers frustrated. The entire operation is wasted if the customers don’t make it past the finishing line which is the checkout.

Time of holiday does not essentially mean customers are willing to take more time in the checkout process. During Black Fridays or Cyber Mondays, you can find people to be in a hurry to complete their purchases.

If you do not utilize this sense of urgency they could change their mind and lose interest. Avoid the time-consuming operation that can hinder the checkout process. Provide the customer with one-click payment methods like Google pay, Paypal, etc.

Inefficient methods for check out can lead to cart abandonment. Therefore you will need to ensure your customers do not go through a long and slow checkout process. Even if people do abandon carts, they use automated cart abandonment notifications to pursue valuable leads.

Let the checkout page be limited to a single page for a simpler process. The more payment methods the page offers the better it caters to a wider audience.

4. Advertisements

Advertisements on Black Friday and Cyber Monday are known to bring great returns. Hence making investments for the advertising campaign is not a bad place to start to gain momentum for your business.

It might seem like a bad strategy to bother your customers with advertisements but you need to factor in the occasion at hand. Black Friday already is a chaotic period of sales so people already expect chaos and you are free to contribute to it with dynamic advertisements.

Advertisers around the world spend almost twice as much on Black Friday advertising than the overall pre-holiday period. This is supported by the fact that sales reach a whopping 348% on Black Friday compared to any other regular day in October.

Plan the advertising campaigns well ahead and continue making changes and improving them every year. Make use of all the channels available that have good potential to boost your campaign. Social media can also be used as a channel for advertisements.

Social media may not be the best platform if you are trying to create purchase intent. But at the same time, it is very useful if you want your campaign to get a wider reach. Advertisements like Facebook and Instagram ads, emails, social media posts, etc are a good place to start.

5. Analysis

Success or failure is not the end of the ecommerce marketing campaign, you will need to conduct a thorough analysis of the metrics to improve it. You need to pursue streamlined solutions for analyzing the campaigns to ensure consistent future successes.

Analyze all the information and all the relevant aspects to track them and stay updated regarding them. Data from previous years is a great source of information about the possible areas where your campaign could be lacking.

This way you can examine the operations which didn’t bring you your expected returns. Carefully monitor the conversion rates on Black Fridays and Cyber Mondays. This gives you room to see if the methods you employed in that period were fruitful to the cause.

Analyzing these metrics will help you decide which strategies to abandon and which strategies to enforce. After knowing these key factors you can also determine which new strategies you can implement in the coming years.

6. Creating Urgency and Limited Time Offers

When Black Friday and Cyber Monday roll around, the competition for customers' attention is fierce. To stand out, it's essential to create a sense of urgency that makes shoppers feel they need to act fast. But how exactly can you light that fire under your customers? Here are some proven tactics:

Developing Exclusive Time-Sensitive Deals

Nothing entices a customer more than knowing they have a limited window to snag an incredible deal. Craft offers that not only appeal to their desire to save but also to their fear of missing out. By making these deals exclusive to Black Friday and Cyber Monday, you're sending a message: act now, or you'll miss out.

Using Countdown Timers and Low-Stock Alerts

Visual cues are incredibly powerful when it comes to driving urgency. Countdown timers ticking away on your website remind customers that time is slipping by – and so is their chance to take advantage of your special offers. Similarly, low-stock alerts provoke anxiety over product scarcity. Together, these strategies can push customers from browsing to buying, as they're constantly reminded that these deals are too good to last forever.

  • Countdown Timers: Add a dynamic countdown on product pages and banners to remind customers of the limited time left to grab deals.
  • Low-Stock Alerts: Use real-time inventory updates to showcase items that are almost sold out, encouraging customers to act quickly to secure their purchase.

7. Exclusive Deals and Discounts to Win Big This Black Friday & Cyber Monday

When Black Friday and Cyber Monday swing around, you have a golden opportunity to treat your shoppers with irresistible deals and discounts. But it's not just about slashing prices; it's about crafting a strategy that stands out and converts one-off buyers into loyal fans. Here's how you can do that:

  • Crafting unique offers for loyal customers or first-time buyers can create a sense of belonging and appreciation. Think of "thank you" discounts, early access to sales, or special bonuses that reward their loyalty and encourage repeat business.
  • Consider combining items in special Black Friday packages or bundles. This not only increases the perceived value but also encourages shoppers to try new products they might not have considered otherwise.
  • Early bird specials and doorbusters come with two-fold benefits: they generate buzz and they incentivize early purchases. Plan doorbusters that capture attention and lead the charge in those critical opening hours of your sale.

Remember, these strategic deals and discounts aren't just about the immediate profit. They're an investment into customer relationships and long-term brand loyalty. Make your offers thoughtful and your customers will thank you with their wallets, not just on Black Friday but far beyond.

8. Mastering Retargeting and Remarketing for Black Friday & Cyber Monday

Have you ever wondered how to keep potential customers engaged even after they've left your site? Retargeting and remarketing are your secret weapons in the bustling holiday shopping season. Let's turn those interested browsers into booming sales.

Setting Up Retargeting Campaigns to Re-Engage Users

If a user showed interest in your products but left without making a purchase, fear not! With retargeting campaigns, you can remind them of what they’re missing. By displaying ads across different websites they visit, you're not just a lingering thought—you're a call to action waiting for a click.

Personalizing Retargeting Ads for Maximum Impact

Imagine you’re having a conversation with your customers. You wouldn’t repeat the exact same thing to everyone, right? That’s where personalization comes in. Customize your retargeting ads based on user behavior and past interactions to make every message feel tailor-made. This could be showcasing products similar to what they viewed, or offering a sweet deal on items they added to cart but didn't buy.

  • Rekindle interest with carousel ads featuring products they browsed.
  • Give a nudge with a special discount code for items they abandoned in their cart.
  • Stay on their mind with subtle ads reminding them of their previous interest.

Deploy these strategies thoughtfully and watch as your Black Friday & Cyber Monday marketing efforts become a seamless conversation, guiding customers back to your checkout page!

9. Optimize for On-the-Go Shoppers: Mobile Shopping Strategies

With an increasing number of consumers turning to their smartphones to make purchases, optimizing your mobile shopping experience during Black Friday & Cyber Monday is essential. A smooth, responsive mobile interface can significantly boost your sales and enhance customer satisfaction.

Perfect Your Mobile Experience

Shoppers expect a seamless experience when browsing on mobile devices. Ensure that your website's design is mobile-friendly, with intuitive navigation and clear calls-to-action. Keep the user's journey in mind and streamline the process from product discovery to final purchase.

Speed Up Your Mobile Pages

Slow-loading pages are a major turn-off for online shoppers. Speed is of the essence, especially during the high-traffic Black Friday & Cyber Monday sales. Employ accelerated mobile pages (AMP) and optimize images to ensure your site loads quickly, keeping potential customers engaged and reducing bounce rates.

Simplify Your Checkout Process

A complicated checkout can lead to cart abandonment. On mobile, this is even more critical. Aim to simplify the checkout process by minimizing the number of steps, offering guest checkout options, and including a variety of payment methods. Remember, every second counts—a streamlined checkout is key to converting those on-the-edge customers.

  • Offer a guest checkout option to speed up the process.
  • Implement a variety of payment methods - include popular mobile wallets.
  • Use clear, large font sizes and buttons to improve readability and user interaction on smaller screens.

10.Inventory and Supply Chain Preparation: Get Set for the Surge

With Black Friday & Cyber Monday on the horizon, it's crucial to ensure that the avalanche of eager shoppers finds exactly what they're looking for in your online store. Adequate preparation of inventory and fine-tuning your supply chain are pivotal to delivering a flawless shopping experience that will keep customers coming back. Let's delve into the dual pillars of success for peak shopping days:

  • Forecasting Sales: Having the right products in the right quantities is a balancing act. By analyzing previous years' sales data and current trends, you can make informed predictions on which items will fly off your digital shelves. Focus on adequately stocking those high-demand items to avoid the dreaded "Out of Stock" banner.
  • Streamlining Supply Chain Operations: The efficiency of your supply chain is put to the test during Black Friday & Cyber Monday. By assessing and optimizing your operations—from suppliers to shipping logistics—you can manage the increased traffic with grace and speed. Quick, reliable deliveries are non-negotiable for customers chasing time-limited deals.

Remember, preparation is the key to performance. Taking control of your inventory and supply chain now will set the stage for a triumphant holiday sales season. Your future self—and your stress levels—will thank you.

11. Maximizing Customer Satisfaction During Black Friday & Cyber Monday

When the tidal wave of Black Friday and Cyber Monday sales hits, your ecommerce customer service and support need to be rock solid. It's not just about handling the increased traffic, it's about nurturing customer relationships, ensuring those one-time shoppers turn into loyal fans. Let's dive into how to level up your support to match the holiday hype!

Scalable Customer Support for Peak Performance

With the surge in shoppers, you'll want a customer service team that scales efficiently. Preparing your team to manage the flood of Black Friday inquiries and issues is critical. Cross-training staff, hiring seasonal help, or utilizing chatbots can guarantee you're equipped to handle any situation swiftly and satisfactorily.

Extended Hours for Uninterrupted Support

Black Friday and Cyber Monday know no bounds, and neither should your support. Extending customer support hours to accommodate the influx of international deals and different time zones means that no customer is left in the dark. Availability is the key to ensuring a seamless support experience and maintaining a reputation for reliability when it matters most.

  • Ensure your team is ready to tackle a range of issues, from website navigation to payment queries.
  • Consider implementing live chat for real-time problem-solving.
  • Be transparent with customers about potential delays and set realistic expectations.

Don’t let your support be the weakest link in your Black Friday & Cyber Monday strategy. Enhance your service to build trust and create memorable experiences, even during the busiest shopping days of the year!

12. Analyzing Past Data and Trends: Your Goldmine for Black Friday Success

If you want to hit that sweet spot during Black Friday and Cyber Monday, diving deep into historical data is a must. It's like having a crystal ball, giving you insights into what awaits. By poring over past years' performance, you can make informed predictions that will influence everything from your inventory to your marketing messages. Let's break down how to analyze past data and identify trends that can supercharge your strategies for the biggest shopping days of the year.

Unlocking the Secrets of Previous Sales Success

Historical sales data isn’t just numbers in a spreadsheet; it’s a storyline of what ticked for your customers. Identifying which products flew off the shelves and which ones simmered in the background informs your inventory strategy. This makes sure you're stocking up on the right items and avoiding overinvestment in those that don’t turn heads.

Tailoring This Year’s Campaign to Consumer Behavior

Understanding how your customers behaved in the past can give you an edge. Analyze their shopping habits, what kind of promotions sparked joy, and what kind of messaging resonated with them. By having a clear understanding of these behaviors, you can craft Black Friday campaigns that are not just a shot in the dark but a strategic arrow hitting the bullseye of customer interest.

  • Predict hot items: Look at your top-performing products and categories from previous years and use this data to forecast this year's potential bestsellers.
  • Plan inventory accordingly: Align your stock levels with the predicted demand to ensure you have enough of what's hot and less of what's not.
  • Tailor your marketing messages: Use insights from past campaigns to personalize your approach, ensuring relevance and connection with your audience.
  • Leverage peak times: Identify when your customers are most likely to shop and schedule your most aggressive promotions around those times.

Remember, Black Friday & Cyber Monday ecosystems evolve, but the data doesn’t lie. By analyzing it, you can keep your finger on the pulse of the market and stay one step ahead. Make your next campaign not just a repeat of the last, but an improved sequel that customers will look forward to year after year.

13. Security Measures for Online Transactions: Safeguarding Customer Trust

With the buzz of Black Friday & Cyber Monday, it's easy to get caught up in the frenzy of sales and marketing strategies. However, one aspect you absolutely cannot afford to overlook is the security of online transactions. As shoppers are poised to click 'buy' on your ecommerce portal, they need the assurance that their financial details are in safe hands. Here's how you can boost that confidence and protect your customer base.

Ensuring Website Security to Safeguard Customer Transactions

First and foremost, your website needs to be a fortress. Implementing robust security protocols like SSL certificates to encrypt data, and adhering to PCI DSS standards, is a must. Additionally, regular security audits and updates to your platforms are pivotal in defending against the ever-evolving cyber threats.

Communicating Trust Signals and Security Measures to Shoppers

But it's not just about having the security measures in place; it's also about communicating that security to your visitors. Displaying trust badges, security certificates, and clear privacy policies can foster a sense of security. Transparency in how you handle data, and offering secure payment options like PayPal or Apple Pay, further reinforce a shopper's decision to entrust their sensitive information to your website.

  • Make sure your website's security is up to date with the latest standards.
  • Display clear and visible trust signals throughout the checkout process.
  • Be transparent with your security measures and privacy policies.
  • Offer multiple secure payment methods to accommodate different preferences.

In conclusion, as you devise irresistible Black Friday & Cyber Monday campaigns, remember that the safety and trust of your customers are what will ultimately lead to a successful sale—and a loyal customer base. Ensure you communicate your ecommerce site's security measures effectively this shopping season!


With the following eCommerce marketing strategies, you can gear up for the holiday season to hit that sales target you have in mind. Although don’t get too cozy just because it’s the holidays as you need to start your preparation weeks or perhaps months before it.

Our team at Growth Natives can help you pursue the right methods which can reach your targeted number of sales or even exceed those numbers.

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