Black Friday offers an enormous opportunity to grow your business, but it’s your strategy that will determine your success.
It’s one of the most hyped shopping events of the year, and for ecommerce businesses Black Friday is not just about sales, it’s about attracting new customers and building relationships with the ones you already have.
A successful Black Friday campaign stands out because it taps into customer needs, creates urgency and delivers a seamless shopping experience.
It’s about more than just slashing prices; it’s about building excitement, trust and loyalty.
Memorable campaigns often share these key characteristics:
Personalisation: Offers that feel tailored to the individual.
Scarcity: Limited-time deals or exclusive products that create urgency.
Clear messaging: Simple, focused campaigns with a strong call to action.
Omnichannel engagement: Consistency across email, social media and paid ads.
Here our marketing experts will explore some of the most successful Black Friday marketing campaigns, and why they worked.
We’ll also highlight the types of businesses that thrive during this period, offering you actionable insights to tailor your approach.
Lessons from successful Black Friday campaigns
1. Gymshark: Turning discounts into community growth
Gymshark, a British activewear brand, has mastered Black Friday. Their 2022 campaign centred on massive discounts (up to 70%) but went beyond sales.
Gymshark used Instagram Stories, TikTok influencers and live streams to build excitement in the weeks leading up to Black Friday.
What worked? Gymshark focused on community engagement. Instead of just promoting products, they showcased how these items fit into their customers’ lives. By the time Black Friday arrived, shoppers were primed to purchase.
Key takeaway: Use social to nurture anticipation. Show how your products align with customer aspirations.
2. Amazon: Scarcity and exclusivity
Amazon has long dominated Black Friday by creating a sense of urgency. Flash sales and “lightning deals” encourage shoppers to act quickly before time runs out. In 2023, Amazon combined this with personalised recommendations and reminders for Prime members, driving record sales.
Key takeaway: Scarcity works. Use countdown timers, stock alerts, or exclusive member deals to increase urgency.
3. PrettyLittleThing: Hype with boldness
Fast fashion brand PrettyLittleThing took a bold approach in 2021. They launched a 99% off sale on select items, creating viral buzz. While only a fraction of customers benefited from the extreme discounts, the campaign brought millions to their website, driving awareness and sales of full-price items.
Key takeaway: Stand out by being bold. Even if the entire audience doesn’t benefit, a creative hook can drive traffic and interest.
4. John Lewis: Emotional storytelling
John Lewis is known for its festive adverts, and Black Friday is no exception. Instead of focusing solely on discounts, they use storytelling to emotionally connect with their audience. In 2022, their Black Friday campaign focused on sustainable gifting, highlighting eco-friendly products alongside limited-time offers.
Key takeaway: Don’t just sell; connect. Use storytelling to resonate with your customers’ values.
Which businesses do well during Black Friday?
Black Friday is an opportunity for almost all ecommerce businesses but some sectors do particularly well:
Electronics: Gadgets and devices dominate Black Friday sales. High demand paired with significant discounts makes this a winning category.
Fashion and beauty: Clothing, accessories, and cosmetics often see increased sales, driven by gift-giving and personal indulgence.
Home and lifestyle: Furniture, appliances, and decor attract shoppers looking for big-ticket savings.
Subscription services: Brands offering subscription boxes or digital memberships can attract long-term customers with introductory deals.
But even niche businesses can succeed by aligning their campaigns with their audience's interests and needs.
Planning your Black Friday strategy
So, how can your ecommerce business create a campaign that stands out? Here’s a step-by-step guide to help you succeed.
1. Start early with teasers
Build excitement by teasing your Black Friday offers in the weeks leading up to the event. Use email marketing and social media to drop hints about upcoming discounts. Send countdown emails or share sneak peeks of featured products.
2. Focus on customer retention
Black Friday isn’t just about attracting new customers. Use the time to reward loyalty. Offer exclusive discounts to email subscribers or loyalty programme members.
3. Use personalisation
Tailored recommendations can significantly boost sales. Use customer data to send personalised emails, showcasing products they’ve browsed or purchased before.
4. Create urgency
Urgency is a key driver during Black Friday. Incorporate limited-time offers, countdown timers and ‘low-stock’ notifications to prompt immediate action.
5. Optimise your site
Your website must be ready to handle increased traffic. Test loading speeds, simplify navigation, and ensure your checkout process is seamless. Shoppers will abandon their carts if the experience is slow or complicated.
6. Social proof
Highlight customer reviews, testimonials, and user-generated content to build trust. For instance, feature real-life photos of customers using your products in your email or social media campaigns.
Common pitfalls to avoid
While Black Friday presents opportunities, it also comes with challenges. Here are some mistakes to steer clear of:
Overcomplicating your offers: Confusing discounts or poorly explained bundles can deter shoppers. Keep offers simple and clear.
Ignoring mobile users: Mobile traffic accounts for a huge portion of Black Friday sales. Ensure your site is fully optimised for mobile users.
Overlooking post-sale engagement: Black Friday is the start of the festive shopping season. Use it as an opportunity to nurture long-term customer relationships.
Post-Black Friday marketing
Once Black Friday ends, keep the momentum going. Send follow-up emails thanking customers and offering tailored recommendations for Christmas shopping. Highlight complementary products or services to increase average order value.
For example, if a customer buys a pair of headphones, follow up with offers on cases or subscription-based music services.
Seize the opportunity
Black Friday success isn’t just about the discounts. It’s about understanding your customers, delivering value and creating memorable experiences. With proper planning and execution your ecommerce business can turn Black Friday into a real growth opportunity.
At Ascensor we help businesses like yours during key sales periods. Get in touch with our team to find out how we can help you.