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With shoppers spending a whopping $10.8 billion in online sales alone in 2024, Black Friday preparation is easily one of the most pivotal times of the year for small businesses.1
But with great opportunity comes great responsibility — and potential for stress. Unless this is your first holiday season, you’re likely familiar with the planning, strategy, and creativity it takes to compete with large retailers, capture a great market share, and remain calm through the frenzy.
As shoppers eagerly await great deals of the year, here are 10 Black Friday preparation strategies to help your small business achieve successful sales this year.
Black Friday isn't just another sales event. It's a cornerstone for small businesses’ annual revenue – 72% of merchants attribute more than 20% of their annual retail sales to the holiday period between November and December.2
In other words, a poorly planned small business Black Friday could mean missing out on massive opportunities to find new customers, generate sales, and grow your business. That’s why business owners should have a clear understanding of their past Black Friday sales performance, customer behavior, and market trends before they even begin their Black Friday preparation strategy.
Everyone wants to win at Black Friday, but what does that look like for your business?
Before diving into the nitty-gritty details of marketing campaigns and promotional strategies, take the time to set specific, measurable, achievable, relevant, and time-bound (SMART) goals.
For example, your Black Friday preparation goals may be related to:
Before deciding which products should be front and center of your Black Friday marketing campaign, you should know what’s on your physical and virtual shelves.
Conduct an inventory audit and ask yourself: What items could be potential bestsellers? Then, assess Black Friday inventory levels to ensure you neither run out of stock nor end up with unsold goods taking up valuable space.
With retailers promising irresistible doorbusters and massive savings left and right, an important part of Black Friday preparation is creating eye-catching deals for discerning shoppers.
You can consider:
However, your Black Friday strategy shouldn’t stop at selecting the right deals. To truly increase your revenue, you need to communicate these offers in a way that resonates with your audience.
Crafting compelling marketing campaigns that emphasize the benefits of your promotions and create a sense of urgency can make all the difference in the success of Black Friday preparations. Whether through email, social media, or your website, your messaging should highlight why this exclusive limited-time offer is too good to pass up. By pairing strategic promotions with persuasive messaging, your Black Friday sales can help drive not only immediate purchases but also increase long-term customer acquisition and brand visibility.
With holiday season advertising driving an estimated $271.58 billion in consumer spending, you’ll want to get in on the action.3 To stand out from all the noise, you’ll need a solid marketing strategy.
Some Black Friday preparation must-haves in your marketing arsenal may include:
Investing in a local SEO strategy can mean the difference between being a go-to destination for Black Friday shoppers and getting lost in the sea of competitors.
To attract organic traffic, research Black Friday-specific keywords relevant to your industry and sprinkle them throughout your website. Even better, create a targeted Black Friday content marketing strategy that includes blog posts, shopping guides, or videos highlighting your unique offerings. It can take some time to rank for organic keywords, so plan your marketing strategy early.
As more consumers choose to shop online rather than face in-person crowds, delivering a seamless online experience is key to Black Friday preparation. Shoppers expect speed, convenience, and accessibility, and if your website doesn’t meet their expectations, they may quickly move on to a competitor. Conversely, when shoppers find your site easy to use, fast, and hassle-free, they’re much more likely to not just complete their purchases but also come back for future sales events.
Here are some ways to optimize your online presence for a successful shopping experience:
One of the worst things that can happen to any business on Black Friday is a malfunctioning website that prevents shoppers from placing orders.
So, as part of your Big Friday preparation before the big day, make sure to:
More orders being placed could mean an inevitable influx of help tickets and customer requests — with shoppers still expecting fast and personalized customer support.
To meet these demands, you’ll need to train staff to handle the increased load effectively. Consider filling the gaps by implementing live chat, chatbots, personalized support messages, and additional engagement channels as part of your Black Friday preparation.
For an in-person approach, you may want to hire extra customer support employees or bring in a designated customer support manager to oversee holiday operations. Having dedicated staff may provide a smoother experience for customers, reduce wait times, and improve overall satisfaction during the busiest shopping season of the year.
Whether or not shoppers camp out in front of your store on Thanksgiving, you’ll want to do the following Black Friday preparation for your physical store:
Black Friday weekend can be chaotic, and things may not always go to plan. Luckily, performance tracking and data analysis can help you significantly increase success.
Track your Black Friday data and analytics (like website traffic, conversion rates, and sales numbers), and don’t be afraid to make real-time adjustments to your strategies as orders and new insights come in. For example, if you notice that a particular product is selling out faster than anticipated, you could adjust your marketing focus to highlight other attractive deals or bundles.
Don't let the momentum die down after Black Friday. After you give yourself a pat on the back, you’ll want to sit down and brainstorm ways to retain the new customers you've acquired.
Here are some popular customer retention strategies:
With these tips, you could make the most of your Black Friday preparation, boost your sales and lay a strong foundation for your small business's future growth. By focusing on long-term customer retention and engagement, you could not only increase the impact of your Black Friday success but also turn one-time shoppers into loyal, repeat clients who keep coming back year-round.