Are you ready for this year’s Black Friday campaign?

Black Friday is just around the corner, and it’s the most exciting (and potentially profitable) time of the year for your eCommerce business! Whether this is your first or fiftieth Black Friday sale, I have some tips for you in order to help you maximize your sales, handle increased traffic, and avoid potential mistakes and most importantly unhappy customers.

What to take into account in you Black Friday preparation:

1. Stock up

• Review your sales data from previous years (if applicable) to forecast demand accurately. Overestimating can lead to overstock, while underestimating may result in lost sales.
• Ensure you have enough inventory on hand, especially for high-demand products. Work with your suppliers to guarantee timely deliveries.
• Dropshipping is always an option, but you have to make sure your suppliers will have everything you need in stock and it is reserved for you only.?

Note: No matter how much effort you put into planning or how accurate your forecasts are, there will always be products whose demand surprises you.

Personal example: A few years ago, while preparing for Black Friday, I successfully negotiated with 5-6 of our suppliers to reserve stock with them. This arrangement allowed us to meet high demand for specific items, while ensuring it wouldn't disrupt their sales process if our demand turned out to be lower than expected. This is a good strategy that will allow you to be flexible and secured during your Black Friday campaign

1. Create a clear marketing plan

• Develop a timeline for your campaigns, including email sequences, social media ads, and website banners.
• Tease your Black Friday deals in advance to build anticipation. Start talking about your sale as early as November 1st to create a sense of urgency.

1. Optimize your website for traffic

• Ensure your website can handle the surge in traffic by testing its speed and reliability. Slow load times or crashes can cause frustrated customers to abandon their carts.
• Mobile shopping is massive—make sure your website is mobile-friendly for seamless browsing and checkout.
• Test, test, test. Make sure everything works and than test again!

1. Prepare for customer support surge

• Set up automated responses for FAQs (such as shipping times, refund policies, etc.);
• Include that information in your transactional communication;
• Consider temporarily expanding your customer service team or extending working hours during the Black Friday weekend.

What to expect on Black Friday

• Massive traffic surge: Be ready for a significant spike in both website traffic and customer inquiries. Utilize website monitoring tools to ensure everything runs smoothly, and prepare your customer service team for an influx of questions.
• More price-sensitive shoppers: Black Friday shoppers expect big discounts, so consider bundling items or offering tiered discounts to drive higher average order values.
• Last-minute shoppers: Keep in mind that many customers wait until the last minute. Consider extending your sale through the weekend or even into Cyber Monday to capture these buyers.
• High traffic you can remarket later on: Keep in mind that there will be additional campaigns in December, and the traffic generated from your Black Friday campaign can be leveraged for further monetization opportunities.

Handling orders and requests

1. Automate wherever possible

• Use automation tools (such as Zapier) for processing orders and sending out order confirmations. This will save you time and ensure customers receive timely updates.

1. Manage your shipping process

• Clearly communicate expected shipping times to avoid customer dissatisfaction.
• Try to find a way to work with multiple shipping carriers to ensure you can meet delivery demand. Offer expedited shipping for last-minute shoppers to increase conversions.

1. Prepare for returns

• Black Friday often brings a spike in returns, especially for apparel and electronics. Make sure your return policy is clear and visible throughout the checkout process.
• Plan for how returns will impact your post-sale inventory and finances.

I was looking for examples of successful Black Friday campaigns I can share with you, but instead I decided to share one that went wrong:

JCPenney (2019)

• What Happened: JCPenney planned a massive Black Friday promotion, but their website couldn’t handle the surge in traffic. The site crashed multiple times, resulting in frustrated customers who either left or vented on social media.
• Why It Failed: Poor website infrastructure, lack of load testing, and inadequate preparation for the expected traffic surge led to the crash. This not only caused a direct loss in sales but also damaged the brand's reputation.
• Takeaway: Make sure your site is prepared for increased traffic. Find time to speak with your developing team, invest in good hosting, stress test your site, and have a backup plan in place for potential issues.

Stay focused and plan for success

Black Friday is an incredible opportunity, but preparation is key. Focus on inventory, marketing, customer service, and website performance to ensure a successful event. By learning from both the wins and losses of others, you can navigate the busiest shopping day of the year with confidence!

Wishing your company the most successful Black Friday ever!

?? The following 3 are contributed by Martin Penchev , a member of our eCommerce Awards' legal team:

1. Compliance with Advertising Regulations -?Ensure that your advertisements do not contain misleading information. All claims regarding discounts and offers must be accurate and verifiable. Avoid using terms that may be deceptive.

2. Update your privacy policy if you collect data just to give some discounts -? Ensure that the information on how you collect and process personal data during Black Friday is clear. Inform customers about what data will be collected when participating in promotions and how it will be used.

3.?Checking Marketing Communication Consents and update your contact lists - Ensure that you have up-to-date consent for receiving marketing information, especially for newsletter subscriptions. The recommended retention period for consent is usually around 2 years. If the consent has expired, obtain new consent so that you can inform customers about upcoming Black Friday offers.

?? One more additional advice, provided by Desislava Markova :

“Your Black Friday campaign isn’t just about the deals—it’s about the experience. High-quality images on your website are customers' first impression of your brand. In the split-second it takes them to decide whether to click or scroll past, your visuals must captivate and convince. Crisp, compelling photography can turn curiosity into clicks and clicks into conversions. Don’t let poorly lit or low-resolution images cost you sales. This Black Friday, let your visuals speak volumes about the value and quality of what you’re offering.”

** Drop me a private message if I'm missing something important and I'll include it in the article with tagging you in