Why Black Friday matters

Numbers of Black Friday shoppers are steadily increasing year after year, with Black Friday online shopping sales in the UK ballooning to £1.49bn in 2018 – an increase of 7.3% from 2017 (IMRG Association for online Retail). Customers are looking for incredible offers at this time of year, so brands need to leverage this opportunity to entice new customers by providing unmissable deals.

Black Friday Online Sales 2018
UK Black Friday online sales in 2018

The sales potential of the Black Friday and Cyber Monday period is massive, so a comprehensive marketing strategy is essential in order to maximise the opportunity. Here’s how you can make the most of this huge sales occasion.

Top Tips

  • Start planning early. Your customers will be starting to think about Black Friday deals in October.
  • Instil a sense of urgency.
  • Apply the correct discounts. Since Black Friday is such a high-spending shopping day, you need to be competitive to stand out. Most retailers offer at least 20% discount on Black Friday and some will be offering much more. You might even want to offer a free item with products to seal the deal.
  • Review last year’s sales data to identify opportunities. Consider what people searched for, what the best times were for sales and engagement, and what your best promotions were.
  • Remember to monitor Google Analytics throughout the Black Friday sales period so that you can be reactive to any opportunities as they arise.


Check your site speed in the lead up to Black Friday and ensure your checkout process is slick, otherwise customers will simply leave your site and look elsewhere. Remember to clearly display discounts across your site, and ensure your products are easy to discover and are optimised for search engines. This is also a great opportunity to upsell and cross-sell by referring customers to other relevant products once they’ve viewed an item.



Existing customers are a form of consistent revenue so use this opportunity to directly engage with them and offer a certain level of special attention through the use of exclusive discounts. Create awareness of your deals in the lead up to Black Friday and highlight your offers once they land. The lead up to Black Friday is also a great chance to boost your mailing list by encouraging customers to sign up to receive your Black Friday deals as soon as they kick off.


Social Media

Social media plays a massive role in attracting Black Friday shoppers to your website. Use your social media accounts to capture the attention of your audience, announce exclusive discounts and deals, and to keep them engaged throughout the Black Friday sales period. Creative and engaging social media campaigns are a great way to pull customers to your site but remember to create your ads in plenty of time, otherwise potential customers will only see your ad at the last minute.

To find out more about the best way to approach the Black Friday sales period, contact our friendly team today.


Ailis Campbell

Ailis works directly with clients to guarantee they reach their full potential and are delighted with the service they receive.