How to prepare for Black Friday?

Black Friday coming November 25, 2022.

Black Friday falls on the last Friday of November each year, which is November 25, 2022. It is a long-awaited day for price bargain hunters. Black Friday for the e-commerce industry is a hectic time. Stores outdo each other with price offers, extending Black Friday into Black weekend, Cyber Monday or even Black Week. It’s a good idea to prepare well for such a wave of customers and plan marketing activities early. The right strategy will maximize profits.

3 Steps to Black Friday Success

1. website optimization

Make sure that:

• The site works 😀 (funny, but it’s important!)
• is responsive (displays correctly on mobile devices)
• the path from product to purchase is as short as possible
• The site doesn’t load too slowly, do all graphics/videos load
• you offer different delivery methods and payment methods
• the discount message is visible, clear and it is clear what products it applies to
• tested the entire site on both a computer and a mobile device
• contact information on the site is up to date
• you have the technical capabilities to mark discounted products, add discount codes or other functionalities included in the sales strategy

Even the best strategy won’t be effective if you don’t make sure your online store works properly. So what if a customer clicks on your ad if he or she is unable to complete the purchase? Losing a customer at the final stage of the sales funnel due to technical errors on the site is a real failure.

2. a well-thought-out strategy

The way to reach customers

When planning a strategy, it is worthwhile to work in multiple ways. Diversifying the methods of reaching customers brings tangible benefits. It is worth considering actively running Facebook in combination with Instagram. Each of these channels reaches a different target audience and in a slightly different way.

In addition to social media, it’s a good idea to branch out into Google search. Organic results, Google Ads, Google My Business profile, Google graphics results or adding products to Google Merchant Center.

All of the current traffic to your site is potential customers. In our experience, it’s a good idea to increase traffic to your site as early as October, then focus on conversions. Many customers search for products they are interested in before Black Friday, then return to the same place in November when the price cuts begin. In your advertising creations, it’s worth betting on bestsellers and taking advantage of the opportunities offered by remarketing. Be sure to have the customer leave a contact for you so you can send them a newsletter in November.

Advertising materials

Make sure you have prepared:

• photos (processed, good quality)
• graphics (in all the sizes you need – the main photo for the homepage, mobile version or for banner ads in Google Ads/social media campaigns)
• Texts (invariably should be unique and contain keywords)
• Advertising slogans (original, distinctive from the competition)

As part of the group, we cooperate with an agency that provides graphic services.

3. budget

The last three months of the year are a time when companies spend more money on marketing activities. With Black Friday approaching, immediately followed by All Saints’ Day and Christmas, customers are more eager to buy. That’s why October, November and December are the best months to invest in online promotion.

Additional tips

Not only on the occasion of Black Friday, but also on a daily basis, sales planning should take into account the law, which is changing dynamically.

Omnibus directive vs. price information obligation

According to https://www.parp.gov.pl , the Omnibus Directive implies the introduction of changes aimed at additional protection of consumer rights for EU members and sellers to the market. Poland is one of those countries that have not yet implemented the changes, it is planned for autumn 2022.

The Omnibus Directive mainly concerns the obligation to inform consumers about the price before the reduction. In practice, this means that the seller is obliged to show the lowest price occurring in the last 30 days before the discount is applied. This is intended to combat artificial overpricing, ahead of a planned promotion.

It’s worth taking this into account when planning pricing ahead of Black Friday.

How to prepare for Black Friday 2022 – Summary

In order to prepare well for the upcoming period of increased online shopping, it is important to have a properly functioning website, think and plan your strategy well in advance, and increase your advertising budget.

If you need support in planning your Google Ads strategy – contact us. We will tailor the activities to your budget and marketing goal in order to make one hundred percent use of the potential of your business and maximize your sales profits. Your success, is our success.