E-commerce Strategies for Black Friday

E-commerce Strategies for Black Friday

Nov 13th 2019 - 3 minute read

E-commerce Strategies for Black Friday

Running an e-commerce business can be tough throughout the year, but it can be especially challenging during big retail moments. Black Friday is one of them, if not the biggest online trading day of the year.

Last year, shoppers in the UK spent a reported £1.23 billion over the Black Friday weekend. As much of Black Friday is now about online shopping, this year is also set to be a huge opportunity for e-commerce retailers and Shopify store owners.

The question is, how do you ensure that your e-commerce business stands out in all the Black Friday marketing noise that is sure to kick in in the lead-up to the big day? And how can you best prepare for the sudden influx in traffic and spike in sales?

Read on for some of my top tips for a more successful Black Friday for your e-commerce store:

Proper preparation is the key to Black Friday success

Black Friday success is all about preparation. Put together any special Black Friday deals and promotional bundles well in advance. Speak to your couriers about parcel collection to ensure you can get products out in time.

I’d also recommend getting a head start by pre-packing your packages so all you need to do on the day is get them posted. And of course, make sure you have enough inventory in stock!

Discount your most popular products

Got a few winning products? Promote these with discounts instead of pushing products that haven’t sold well in the past. This is the biggest online trading day of the year, so don’t waste it trying to promote products that people are unlikely to be interested in, even if they come with a small discount.

Use targeted email marketing tactics

Rather than running one promotion across your site, run a few different promos and target your customer segments based on their previous purchases. You’re bound to see more sales with a more targeted approach rather than a blanket communication strategy.

I’d recommend creating presale buzz by sending out a couple of ‘teaser’ emails in the leadup to Black Friday rather than just on the day itself. However, don’t make the mistake of overpromoting by spamming your list with constant reminders of the sale. This is sure to lead to lots of ‘unsubscribes’ and could be detrimental for your brand’s image in the long-term.

Make sure your site is performing at its peak

Is your site ready to deal with the extra pressure? Run a site search to ensure that your site won’t buckle under the stress of this significant trading period. Fix any issues before Black Friday, no matter how small, to avoid losing out on sales.

Keep a close eye on your social media channels and emails

Deal with any queries promptly across all your channels. Engage with customers leaving feedback by sending a thank you for positive comments or an acknowledgement of any issues raised.

It’s important to ensure that all your processes are ready to cope with the sudden orders and queries that’ll (hopefully) come pouring in. Hire extra resource if needed to handle all inbound enquiries and make sure you have the technical support needed to keep your Shopify store up and running at all times.

Create a striking homepage banner

No matter which Shopify theme you’ve chosen, you’re sure to have a few different options for homepage banners. Create a striking Black Friday banner with compelling copy that converts visitors. Create a sense of urgency by including a ticking clock to the time when the sale ends. Affix the banner to your homepage and the top of product pages.


Whether you’re launching a new Shopify store or already run a successful e-commerce business, try these strategies out for a more successful Black Friday.

Need general design and development help with a Shopify project? I have years of experience working on e-commerce projects for a wide range of clients across London, Hertfordshire, Essex and other areas. Get in touch and I’d be happy to jump on a call or meet for a coffee to discuss your Shopify development needs.