7 Black Friday marketing ideas for online stores
Black Friday and Cyber Monday have become the busiest shopping days of the year, with the amount spent by shoppers showing consistent growth over the past decades. A new record was set in 2024, with consumers spending an average of $902 per person, pushing the total spent on online sales past $10 billion.
These numbers highlight the importance for e-commerce sellers to evaluate their strategies, as a successful shopping season doesn’t come from last-minute discounts alone. It requires a thorough analysis of your previous Black Friday campaigns, an understanding of customer behavior, and a review of your product performance.
In this article, we’ll explore some Black Friday marketing ideas for online stores to help you stay ahead of the competition and skyrocket your sales.
1. Build hype with early-bird campaigns
Each year, many e-commerce retailers launch pre-season campaigns as early as mid-October to capture early demand.
One of the most effective Black Friday e-commerce strategies for 2025 is to create an early access email list. Not only does this build anticipation, but it also strengthens customer loyalty by making them feel like VIPs for having access to exclusive Black Friday and Cyber Monday deals before the public launch.
Optimize your early Black Friday campaigns by teasing the upcoming promotions weeks in advance and strategically start building your email list.
💡 Tip: To make the most of the holiday sale season, create a “Black November” sales calendar. Some key dates to include in your 2025 plan are:
Singles’ Day (the biggest shopping day of the year in China): November 11.
Thanksgiving: November 27.
Black Friday: November 28.
Cyber Monday: December 1.
Design a dedicated Black Friday landing page
Centralize all of your Black Friday deals on one page that’s fully optimized to improve conversions.
A dedicated Black Friday landing page contributes to a smooth customer journey by making it easier to find the best deals and reducing distractions.
Strategically include these elements:
Countdown Timers: Create a sense of urgency by displaying the remaining time shoppers have before the deals expire.
Social Proof: Showcase reviews, ratings, and testimonials to instantly build trust.
FAQs: Remove any purchase barriers by addressing common questions about shipping, returns, or discounts.
Strong Calls-to-Action (CTAs): Use clear, action-driven buttons, such as “Shop Now” or “Claim Your Deal,” to easily guide customers through the checkout process.
3. Drive traffic through social media
Social media platforms are crucial for generating buzz and driving traffic to your online store. Mix organic posts with paid media to capture the attention of both followers and non-followers.
Start running Black Friday advertising 2-3 weeks in advance to warm up the audience and collect data. As the holiday season approaches, you’ll be able to retarget users who have shown previous interest and increase conversions.
💡 Tip: To make the most of your Black Friday social media strategy and organically extend your reach, partner with influencers and content creators in your niche.
4. Add a free gift with every purchase
Offering a gift with every order is a simple yet effective way to boost conversions. It makes shoppers feel special and increases the perceived value of their purchases.
Encourage your customers to proceed to checkout and take prompt action by adding a sense of urgency. Let them know that the gift is only available while supplies last, or use scarcity-driven messages such as “Only 50 left in stock”.
Ensure your gifts are useful and relevant. When customers see genuine value, they associate your brand with added benefits.
Here are a few ideas by niche, to adapt them according to your brand and audience:
Apparel brands: custom embroidered patches, branded lapel pins, or stylish tote bags.
Beauty & skincare: mini samples, makeup brushes, or travel-sized products.
Electronics & tech: branded phone stands, custom USB cables, or screen cleaners.
Home & lifestyle: scented candles, reusable straws, or decorative coasters.
5. Maximize AOV with product bundles
Increase the average order value (AOV) by bundling related products at a discounted rate. Shoppers feel they get more for less, while you boost revenue per sale.
Consider pairing this with a cross-selling strategy. Encourage customers to add more items to their carts by suggesting complementary items, relevant to their original purchase.
Examples of effective product bundles:
Apparel brands: Design multiple custom logo beanies and create bundles with 3 pieces for the price of 2.
Beauty & skincare: Suggest a daily routine kit that includes a cleanser, toner, and moisturizer, sold together for less than buying them individually.
Electronics & tech: Pair a charger with a USB cable and a custom power bank at a reduced price.
Home & lifestyle: A home essential bundle that includes a duvet cover, sheets, and pillowcases.
6. Encourage repeat purchases with Black Friday coupon rewards
Your Black Friday marketing strategy should not end on the day itself. Instead, focus on customer loyalty and encourage repeat purchases with a campaign that continues past the holiday season.
A simple yet effective tactic is to offer coupon rewards that are only redeemable on future purchases.
💡 For example: “Spend $100 on Black Friday and get 10% off your next order.”
Not only does this drive post-holiday sales, but it also fosters long-term loyalty by providing customers with a reason to return to your website.
7. Gamify the shopping experience with interactive discount tools
Boost audience engagement on Black Friday with gamification strategies. Turn discounts and prizes into a fun, interactive experience that grabs attention and motivates them to spend more.
Some gamification ideas include:
Discount Wheel: Let customers spin a virtual wheel for a chance to win exclusive deals.
Slot Machine: Add a playful element to your website and give shoppers a chance to play a slot machine-style game for a chance to win prizes, which can include free shipping, a small gift, or a coupon code.
Lucky Draws: For example, on purchases over $100, they’re automatically eligible for a chance to win a $500 gift card.
These interactive tools create excitement, keep customers on your site for longer periods, and encourage higher spending as they try to unlock rewards.
Extra tips & ideas:
Beyond the strategies mentioned above, creative tactics can give your store a competitive start this Black Friday by increasing conversions and fostering long-term loyalty.
Here are some additional e-commerce black friday tips:
Run mini giveaways to grow your email list. Building a solid list is critical for a successful Black Friday email marketing strategy. To expand your subscriber base, host small contests or giveaways that require participants to sign up with their email as an entry.
Reduce cart abandonment with urgency triggers. Scarcity-driven messages, such as “High demand,” “Only a few left,” or “Almost sold out,” encourage customers to complete their purchases quickly. Pairing these with exit-intent pop-ups that offer a small discount can help recover otherwise lost sales.
Strengthen retention with loyalty rewards. Rewarding repeat customers with points, exclusive perks, or double rewards for Black Friday purchases keeps shoppers engaged and loyal. This approach encourages them to return even after the sale ends.
Launch limited-edition products. A special Black Friday-only drop creates a sense of exclusivity and urgency, as shoppers know this is their only chance to get the product.
Offer flexible payment options. Add a Buy Now, Pay Later (BNPL) solution or installment payments at checkout. With BNPL becoming one of the fastest-growing e-commerce trends, it helps reduce cart abandonment and makes higher-ticket purchases more accessible.
Grow with referral incentives. Encourage existing customers to spread the word and create a positive snowball effect. For example, for each friend referred, they receive $10 off their next purchase, and their friends also receive $10 off their first order.
Make VIP customers feel valued with exclusive perks. Ensure your top customers understand how much you appreciate them by offering benefits such as complimentary shipping upgrades, exclusive access to deals, or bonus loyalty points.
Final thoughts: how to prepare your online store for a successful Black Friday
This season is about more than promotions. Making your online store stand out for Black Friday requires a strategic approach with the right products, reliable partners, and a supply chain that can keep up with demand.
By combining smart marketing strategies with a seamless shopping experience, you’ll not only maximize your Black Friday revenue but also set your store up for long-term success through the holiday season and beyond.
Before the big weekend, make sure you check all of these topics:
Check your website performance. Ensure your online store can handle heavy website traffic without slowing down or crashing.
Optimize your website for mobile shopping. With a significant portion of Black Friday sales occurring on smartphones, mobile-first design is crucial.
Automate discounts and coupons. Set up codes, discounts, and rules in advance to avoid errors during peak hours.
Improve your website navigation. Make deals easy to find with clear categories and filters.
Simplify the checkout process. Reduce friction by offering a simple checkout experience, with multiple payment options and minimal form fields.
Plan a shipping strategy. If you’re expecting an influx of holiday orders, ensure you have a solid structure in place that can fulfill them and communicate deadlines clearly. Consider offering free shipping to stay competitive.
Prepare for returns. With the increase in sales during the holiday season, also come the post-holiday returns. Have a clear and customer-friendly return policy in place to build trust and loyalty.
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