How to Skyrocket Sales on Black Friday: A Strategic Countdown

Black Friday and the surrounding holiday gifting period are equal parts exciting and terrifying for eComm brands - get it right and you can ride off the profits for the rest of the year - get it wrong and you are left with too much stock, or too-thin margins or worse, unhappy customers. The key to success on this day isn't just luck; it's all about careful planning and execution. In this blog, we'll take you through a strategic countdown to Black Friday, outlining what to expect and what you can do to make the most of this period leading up to the holiday season. 

Day 1-30 September: Prepare for the Testing Phase

The first month of our countdown is all about laying the groundwork for a successful Black Friday. Here's what you should focus on:

Get Creative and Find Solid Hooks: Now is the time to brainstorm and test creative ideas that will grab your audience's attention. Think about what will make your Black Friday promotions stand out.

Preparing Creative Assets: Ensure you have all the visuals and content ready for your advertising campaigns. Eye-catching visuals are crucial for attracting customers.

Refine Your Offers: Test different types of offers, including flash sales, to see what resonates with your audience. Remember, Black Friday shoppers are looking for deals.

Stock Up: Place orders for inventory well in advance. Typically, you'll need about twice as much stock as you usually have to meet the demand during Black Friday and Cyber Monday (BFCM).

Focus on Efficiency: Use this month to optimize your processes and marketing strategies. Efficiency now will help you navigate the more challenging months ahead.

1-31 October: Building Momentum

As we move into October, it's time to build momentum and start engaging with your audience:

Conversion Rates Drop: Be prepared for a dip in conversion rates. This is normal as shoppers are still in the early stages of their Black Friday research.

Lower CPMs: Take advantage of lower CPMs (Cost Per Mille) as bigger companies reset their advertising budgets after Q3.

Audience Building: Focus on building and nurturing your audience through organic video content, email capture campaigns, and video view campaigns. This will pay off in the long run.

Fill the Funnel: Attract as many potential customers as possible to your funnel while CPMs are low. This will give you a larger pool of potential buyers when Black Friday arrives.

Early Launch: Consider launching your Black Friday sales early to avoid the rush and competitiveness of the actual day.

1-30 November: The Final Push

November is crunch time. Here's how to make the most of the weeks leading up to Black Friday:

CPMs Rise: Expect an increase in CPMs as competition heats up. Plan your budget accordingly.

Increased Consumer Spending: Shoppers are ramping up their spending, so be ready for a boost in Conversion Rates (CVR).

Ad Stacking: Instagram and Facebook may double-stack ads to keep CPMs down. Stay competitive by adjusting your ad strategy.

Early Sales: Some brands opt to launch their Black Friday sales at the beginning of November to capture early shoppers.

VIP Sales: Reward your loyal customers by offering exclusive deals to your email list.

Tease Your Offer: Start teasing your Black Friday offer to your audience. Build anticipation and excitement.

Audience Focus: Prioritize warm audiences who are more likely to purchase. Tailor your campaigns to these segments.

Active Media-Buying: During Black Friday weekend, be prepared for intense competition. Stay on top of your campaigns and be ready to adjust in real-time.

Success on Black Friday doesn't happen by chance. It's the result of a well-thought-out plan and meticulous execution. By following this strategic countdown, you can maximize your chances of skyrocketing your sales and making the most of this retail bonanza. Start planning now, and you'll be well-prepared to make the most of Black Friday and Cyber Monday.

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