Your last-minute Black Friday marketing checklist: Quick wins to get you ready

With Black Friday just around the corner, it's easy to feel like you're running out of time to prepare. But even if you're behind on your strategy, there are still plenty of quick wins to help you get ready for Black Friday 2024. Even small adjustments can have a significant impact on your sales.

We'll share a checklist of last-minute tips that can boost your Black Friday performance. For a more comprehensive guide on how to excel during Black Friday and Cyber Monday (BFCM), make sure to download our Golden Quarter White Paper.

1. Optimise your website for speed and mobile

UK shoppers are already savvy experts when shopping on mobile, with over half of all online retail transactions now taking place on our phones. Your website must be fast, responsive and capable of handling an influx of traffic across BFCM.

• Compress images: Reduce file sizes without losing quality to improve load times.
• Test mobile responsiveness: Ensure your site looks and functions perfectly on smartphones and tablets. BrowserStack and LambdaTest are useful tools to aid with this.
• Simplify navigation: Make sure users can easily find products and get through the checkout process with minimal friction.
• Load testing: Run stress tests to confirm your website can handle expected traffic spikes during Black Friday.

If your site isn't ready for the rush, prioritising its optimisation can avoid losing sales to slow performance or a clunky user experience.

2. Leverage email marketing for last-minute promotions

Email marketing is one of the most powerful tools you can use for Black Friday. Even at the last minute, you can craft an impactful campaign to drive traffic and conversions.

• Segment your lists: Group your email subscribers based on their past behaviour, such as purchases or engagement with your website, and send them tailored offers.
• Create urgency: Use subject lines that convey urgency (e.g. "24-Hour Flash Sale") to increase open rates.
• Exclusive offers: Send VIP offers or early access to Black Friday deals to your most loyal customers to encourage early engagement.

3. Use paid media to target high-value customers

When time is short, paid media is an excellent way to target the most valuable customer segments quickly. It's advised to plan an increase in budget across PPC and social platforms at this time of year to capture higher demand and stay competitive during peak season.

• Retargeting: Use data to aim for users who have visited your site but haven't completed a purchase. Retargeting ads can remind them of products they viewed or offer them exclusive discounts.
• Target high-value segments: Use first-party data to build highly targeted segments. Focus on those more likely to convert again – perhaps groups that have previously purchased from you or shown high engagement. Create lookalike audiences across search and social channels for a joined-up approach.
• Platform-specifics: The urgency and exclusivity of your BFCM deals are key messages, but they should be made bespoke for each platform. The space available in a Google Ad can't be found on an Instagram Reel – you need to adapt accordingly.
• Countdown timers: Include the tension of the ticking clock on PPC ads to create a buzz around your deals.

By concentrating on these tips, even a last-minute BFCM campaign can produce strong results.

4. Be active on social media

Social media is an essential tool for Black Friday marketing. It has become a marketplace in its own right, with TikTok Shop a particularly crucial tool for targeting Gen Z consumers. Platforms like Instagram and Facebook are also used to find deals and recommendations, so make sure your brand is visible and active.

• Shoppable posts: Enable your customers to buy directly from social platforms like TikTok, Instagram and Facebook.
• Influencer partnerships: Collaborate with influencers to help promote your Black Friday deals. Even last-minute collaborations can make an impact.
• Engage in real time: Respond quickly to customer questions or comments on social media to keep them engaged with your brand.

A strong social media presence puts you in the conversation during Black Friday, giving your brand the visibility it needs to drive sales.

5. Make the most of abandoned carts

Abandoned carts are a reality of online shopping, especially during the busy Black Friday period. However, they also present opportunity. A well-timed follow-up email or exclusive offer can encourage shoppers to complete their purchases. Knowing who to target is also vital. YouGov data suggests that Baby Boomers are far more likely to be abandoners than shoppers, while Millennials are strong shoppers – perhaps driven by a greater trust in online purchases.

• Send reminders: Automate abandoned cart emails with a clear call-to-action and perhaps an incentive, such as free shipping or a discount.
• Create urgency: Let customers know that stocks are limited or that your sale will end soon to encourage them to act quickly.

Incorporating abandoned cart strategies into your Black Friday marketing ideas can lead to significant recaptured revenue.

Get ready for Black Friday

Even with limited time, these last-minute optimisations can help your brand make a significant impact during Black Friday.

For a full Black Friday marketing guide and a complete BFCM checklist, download our Golden Quarter White Paper. We're ready to help you maximise your success during the Golden Quarter. Contact us today to discuss how we can assist with your Black Friday strategy and other performance marketing challenges.