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Countdown to Black Friday: Is your business ready?

4 mins

As we enter November, there’s only a few weeks left to ensure your eCommerce business is ready for the peak sales of Black Friday and Cyber Monday. You should already have a full plan in place by now but there might be a few things you can do to up your strategy to make sure you get the most out of your customers. 

Don’t try to outshine the big brands

Bigger brands will likely have better discounts than you can afford to offer so don’t panic and decide to compete, instead play to your strengths. 

Smaller businesses are able to offer a more personalised services which could be a way to top your competitors. You could set up early sales for your top customers or create personalised email offers using segmented audiences. Make the most of the special relationships you can build with your customers, especially compared to the more generalised discounts bigger brands will put out there. 

Another way to get one up over your competitors is by adding value to purchases in other ways. If you can’t compete on a price point, think about adding a free gift for purchases over a certain amount or an added service such as a personal shopping experience or free delivery for the next 3 months. This will also help focus your long game on customer retention.

Generate buzz

Now is the time to start posting teasers of your Black Friday and Cyber Monday offerings. Get your customers excited early and keep up the awareness posts so that your customers will keep you in mind when they’re being inundated with offers.

AMP it up

While we wouldn’t recommend making big changes to your website’s code so close to the holidays, there is something that you can do that will put you in a better position for peak without causing too much hassle. Accelerated Mobile Pages (AMP) essentially use minimum HTML and JavaScript so that Google can serve users with a cached version of your page. This basically means users can shop quickly and efficiently via Google.

AMP is perfect for the holidays because your website will already be trying to deal with extra traffic, so any users searching for Black Friday offerings via Google will be able to shop through the search engine rather than competing with everyone else. See it as a queue jumping pass for potential new customers. 

If your online store is powered by BigCommerce, you’ll have the added benefit of the platform being the first to have a native integration for AMP, meaning an even quicker setup process. 

For more tips from BigCommerce, check out their Holiday Readiness Checklist

Get your email marketing right

If you haven’t already, you should be going over your Black Friday email marketing campaigns to make sure you will be getting the most out of them and your customers. There are a few things you should be considering before scheduling your campaigns:

  • Don’t let them forget your deals – create a CTA that allows customers to add a save the date to their calendars so their phones notify them of your deals.
  • Segment and personalise – as mentioned previously, this is where smaller brands can really take off. Segment your audiences based on previous actions and add personalisation so your emails don’t just get lost in the sea of discount messages.
  • In the next few weeks leading up to the main event, test your subject lines and marketing messages as teasers for your offers. Monitor your metrics and assess when your customers are mostly likely to engage with your emails.

Get extra help

If you’ve been planning your peak campaigns entirely in-house, you might want to consider taking on some extra help to get you through this busy period. Is it too late? Maybe not. Marketing agencies are used to having to work on short notice and will also be well-versed in delivering campaigns of this size. 

Look to the future

Make a note of everything that goes right and wrong during this peak period so you know exactly what to plan for next year. You might find that the eCommerce platform you are using doesn’t live up to expectations when greeted with high numbers of traffic – quite a common occurrence! If that’s the case, start thinking about re-platforming ahead of peak next year. For 99.99% uptime, we recommend BigCommerce if one of your main issues was downtime due to sales traffic over the holidays. 

If you’re looking for more digital marketing support or help delivering your campaigns over your peak periods, give us a call on 0121 369 5874 or email

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