Knowledge Hub
Black Friday is one of the most significant peak seasons for both ecommerce brands and retailers, and it can make or break a brand. So, what should you consider as we enter a peak trading period? We’ve compiled some key considerations for Black Friday in 2024.
The total sales during Black Friday 2023 reached an estimated £13.3 billion, up 7.3% YOY. However, 52% of consumers say they have had to cut their non-essential spending this year. But it’s not all doom and gloom. According to Which, “44% of UK shoppers purchased a Black Friday deal in-store in 2023, and 52% said financial concerns meant they relied on promotions more than usual”.
So, with more budget-conscious shoppers in the market, it’s even more important that brands personalise their offers and bring those urgent 'buy now' messages and feelings to the forefront of campaigns. In fact, 84% of shoppers say that a more positive Black Friday shopping experience would make them more likely to return to the same retailer.
- Clarify your objectives
Behind the Black Friday frenzy, you need to keep a clear head. What do you hope to achieve: shifting outdated stock for a new collection? Building brand loyalty? High volume sales? Attracting new customers?
They’re all valid aims, but each requires a different marketing strategy.
- Build your customer base
This is a great opportunity to grow your marketing lists. Promote sign-up on your social media and website with banner ads, pop-ups, and offers. Let customers know that subscribers to your newsletter will be the first to hear about your deals. If you have a brick-and-mortar store, your shop assistants could enlist subscribers, too.
- Stay true to your brand
If you’re a niche, luxury or specialist company, suddenly pivoting to knock-down prices won’t resonate with your customer base – it could even turn them off. And any new customers you attract could quickly fall away.
So, stick to your values regarding what you offer and how you communicate it. Money off will always attract attention – but Amazon can probably do it better!
A few ideas are free next-day delivery, trade-ins (popular among phone brands), and free customisation. Use your customer data to see what could work for your brand.
- Sustainable messaging
Although most people will consider Black Friday a free-for-all period of buying during which price takes top priority, that’s not necessarily the case in 2024.
With new, younger consumers spending more, the spotlight is on a brand’s ethics and sustainable values. A recent survey by Statista looking at the preference for ethical retailers found that "18 to 24-year-olds, the youngest age group polled, are the most likely to buy products from a brand that has strong ethical and sustainable credentials".
So, before you send messages about price drops and discounts, remember to consider what your brand stands for and, of course, what your customers are driven by when they purchase your products.
- Personalisation is king
Black Friday is a crowded time. So you want as many of your messages, such as in email campaigns, to resonate with your consumers.
With more data analytics than ever before, and thanks to all those digital touchpoints, those brands that utilise consumer behaviour insights to serve relevant content to their customers are sure to stand out. In fact, 71% of consumers now expect brands to provide personalised experiences, making it essential for retailers to tailor their interactions to individual preferences.
So, make sure your campaigns can segment content down to the individual rather than a cohort. Recommendation and abandoned basket emails or in-app notifications are a great place to start.
Don't miss out on a great Black Friday trading period. Help is at hand. At Linney, we're experts in creative marketing, using data insights and cutting-edge technology to connect you with your audiences.
Contact us today to discuss working together.
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