9 Ways to Nail Your Black Friday Marketing Strategies

posted by Damaris Melfi
Read time 9 minutes

One of the busiest shopping days is on its way, and if you want to maximize your sales, you better prepare yourself! During the Black Friday season, everyone searches for good sales and promotions on the products or services they love. However, clients aren't just looking for any old discount - they want to find brands that offer the biggest and most unique discounts. Finder has analyzed some statistics and facts from Canadians regarding their shopping intentions, and here are the results:

What were the most popular places to shop on Black Friday in Canada in 2022?

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  • Black Friday is one of the busiest shopping days of the year.
  • 32% of Canadians are looking for discounts of 50% to 90% during Black Friday, and 6% of Canadians believe retailers inflate prices before sale days.
  • Online stores can get up to five times their regular traffic on Black Friday (be prepared!). 
  • Communicating upcoming deals to your customers through email marketing and social media is a great way to keep customers engaged and interested in your brand.
  • Being present on social media and exploring social media tools can help you reach more users and promote everything happening on Black Friday in your business.
  • Creating eye-catching content can help make your customers excited about the big day.
  • Creating content for all platforms is important since not all customers use the same platform to reach you. Adding visual content to all your platforms can help you reach more customers and promote your brand.


Additionally, understanding your target audience's expectations helps you to plan and create powerful marketing strategies that will impact your business and sales. Here are some crucial points to be aware of for the big day:

Prepare your website to accommodate high-traffic

We already know that Black Friday can be a crazy day for those who adventure by standing in a huge line to get into the store. Many clients have been choosing to find great deals online, where they can easily compare prices and get that big discount in the comfort of their homes. 

This season can bring a significant increase in regular traffic to online stores. However, if your website and servers are not prepared to handle high traffic, it can lead to significant issues. It is crucial to test your website, use the right SEO and Ads tools, and check the checkout process and product links before the big day to ensure that everything runs smoothly for your clients. Additionally, it is recommended to have a backup plan in place for situations where crashes occur or processes are overloaded.

Add a support channel to your website

With a high volume of customers going through your website, it would be smart to test and have your support channel ready to go in case someone has questions about your product or services. 

Use Email-Marketing to communicate upcoming deals for Black Friday to your customers

One of the easiest ways to keep engaged with your customers is to create an email list with current and past customers, where you can communicate upcoming sales, offer discount coupons, giveaways, and more. This communication should start before the big day and give long-time customers exclusive deals!


Invest in Paid Ads for this season

Many users tend to spend more time online to research products and services before making a purchase. This presents a great opportunity for businesses to invest in paid advertising to capture the attention of these users. By using eye-catching retargeting display ads, businesses can effectively target their audience and increase the likelihood of converting them into customers.

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Be present on your social media

More and more users consider social media the key place to search for new products and brands. According to a recent study, "...For Gen Z and millennials, social networks are the top channel for researching products, with 47% using them to weigh up their purchases". Keep your social media updated, use hashtags to reach more users, and promote everything happening on Black Friday in your business, so more people are aware.

Create eye-catching content

Everyone knows the importance of having well-done, fun visual content on social media. It’s what makes users stop and pay attention to you! So, what about creating visual content specifically for Black Friday? Add relevant images, themed banners, colours, and messaging that show this is a special occasion and see your customers get excited about the big day!


Create content for all platforms

Not all customers use the same platform to reach you. When creating good visual content for social media, plan to add them to all your platforms, so all customers are in the loop that you have good deals coming up soon. Your content can be the same across the board, or change up depending on the type of engagement you get on each platform. Video on YouTube, a clever infographic for Twitter and Instagram, and maybe a conversational piece on Facebook can reach users where they’re at.

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Partner with an influencer

Another good idea to boost your campaign and increase your brand awareness is to partner with an influencer that aligns with your business value to showcase your products & services. According to  Ad Standards, “Approximately 40% of Gen Z learn about new products from influencers on a daily basis”. Also, Influencer Marketing Hub reports show that “Gen Z is Most Likely to Be Influenced by Influencer Recommendations.”

Plan your discounts wisely

As stated on Zippia statistics, “62% of buyers think Black Friday is a scam” and that businesses will increase their prices before Black Friday to give a “fake” discount on the date. Also, customers are looking for a good deal that makes it worth buying that day. Creating a calendar with strategies listing all activities and promotions planned for this season can help you offer matchless discounts to your customers.

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In conclusion, Black Friday is a highly anticipated day for both retailers and customers. With the right marketing strategies in place, businesses can make the most of this opportunity and boost their sales. By following the tips mentioned above, such as preparing your website for high traffic, communicating upcoming deals to your customers, and creating eye-catching content, you can engage with your audience and stand out from the competition. Remember to keep your target audience in mind and tailor your marketing strategies accordingly to ensure the best results. 

With some effort and planning, you can NAIL your marketing strategies this Black Friday and make it a successful day for your business. Good luck!

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