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November 15, 2021

Black Friday 2021: Top 5 Tips & Tricks for eCommerce Stores

Black Friday. It’s the day after Thanksgiving in the United States. Businesses brand it as the beginning of the Christmas shopping season. And in recent years, it’s become the booster shot businesses all over the world use as they kick off their festive campaigns and clear out old stock. 

Black Friday takes place on Friday 26th November this year and will undoubtedly be the biggest sales weekend in eCommerce. In the wake of Covid-19, businesses have swapped out physical shops for online stores as focus points. Black Friday can be a shockwave to the system of a small business – but that doesn’t mean you can’t be ready to make the most of it.


How much of an impact does Black Friday have?

Honestly? How long’s a piece of string. Black Friday hits businesses like earthquakes: it all depends on how prepared you are. 

In the UK alone, businesses suddenly became brands – and everyone was buying into them. Need more convincing? No worries, we’ll let the stats do the talking for a second.

Some industries do better than others. If you’re specialising in health and beauty, home and garden, sporting goods, pet supplies or food and beverages, you’ll want to take a look at these numbers. It’s the increase in online store sales they experienced on average over Black Friday 2020 (Nosto, 2020).

Yep, that’s right – your online sales could increase by up to 60%!  

If you’re feeling unprepared, there’s no need to fear. We’ve got you covered. Here are five things you’ll want to do to get your eCommerce store in shape for Black Friday 2021.

Refine your online user experience

So many online stores fall at the first hurdle. It's simple enough and easy to do. But if you're going to succeed on Black Friday and beyond, you can't forget this golden rule: shopping online is more than just a point-and-click game.  

Every element of your users' experiences matter. Lifelong customers are made in moments, conversions created in seconds. But if your website's UX design isn't optimised, you'll lose out.

Black Friday is all about big bargains. And when there are bargains, there's low stock. So people want to add to their cart and pay before they can even say the word 'checkout.' Make it easy for them.

It's easy to do. Just step into your customer's shoes and take off on a shopping journey across your site. This allows you to uncover any problems. It's worth checking the following:

  • Are your products easy to find and explore?
  • Is your search functionality working correctly?
  • Do your landing pages offer all the information your customers need?
  • Is the shopping basket easy to open up and edit?

It's also worth thinking about your site speed. Sure, slow and steady wins the race, but when it comes to sale shopping, it's the early bird that comes up trumps.


Use the digital marketing tools at your disposal

Setting up a Black Friday sale for success is like running a lemonade stand. If nobody knows about it, nothing will happen.

The best thing about BlackFriday is that the rulebook gets ripped up – use every digital marketing channel you have and fire at all angles.  

4.03 billion people use email (statista, 2021). That’s half the population of the planet. And 59% of them believe the emails they get affect their shopping decisions (Forbes, 2020). Black Friday brings you a captivated audience – shoppers expect emails dropping into their inbox, so don’t disappoint them.  

Whether it’s hyper-personalising your output or doubling down on interactivity, you can use our 5 tips and tricks for making the most out of your email marketing to capture your audience’s Black Friday imagination.  

Whilst you’re at it, don’t forget your social media! You’re connected to your audience already, so make them feel special with ‘you heard it here first’ promotions for Black Friday. And remember, it’s virtual so simply link them straight to your sales. And reuse your content too – repurpose your email marketing and make it shareable to reach new people.  

Create a sense of urgency and give your audience FOMO

These days, businesses bang on about Black Friday for weeks. It’s a little like the never-ending story of sales. And whilst it works for some, you can get bogged down by the mass attack of it all.

Don’t worry though, you can sidestep that. All you have to do is… 

…create a sense of urgency.

That’s it. It’s that simple. But so many businesses choose to ignore it. Bring Black Friday back to its roots by reminding your customers that it’s now or never. Don’t be afraid to hammer home sale deadlines and give your audience serious FOMO (that’s fear of missing out). You’ll create a serious sense of urgency and create those big conversions.


Encourage user-generatedcontent

User-generated content. It’s a goldmine. And right now, you’re probably not tapping into it enough if at all. So this Black Friday, break a habit and hit it hard.

If you’re unsure on what user-generated content is, it mostly says it on the tin. It’s where you guide your users – your audience, your customers – to effectively create your content for you.

At its core, Black Friday is a festivity. It’s a follow-on from Thanksgiving and the start of Christmas. So, keep the celebrations coming by encouraging your audience to share their bargains.

Whether it’s through email marketing, social media, or simply word-of-mouth; guide your audience to send-in pictures and videos of their Black Friday buys from your store. You’ll have instant content. And more importantly, you’ll be building a community around your brand. It’s a win-win.

Be true to yourself

Black Friday is one of the biggest days of the year for businesses worldwide. It’s become a big-figure boost for brands. And whilst that’s great, so many companies sacrifice who they are to fit in with the crowd. 

So when it comes to your business entering the Black Friday foray, don’t forget to be true to yourself. Whilst your audience want bargains, they also want authenticity. They don’t want a corporate clone, they want your brand. Keep to your typical tone of voice, and don’t lose touch of your brand values.


Follow these quick and easy steps and your online store will stand in good stead for Black Friday 2021. If you’d like to level up your eCommerce game and take it to the next level, get in touch with us today!


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