Maximise your 2024 Black Friday sales with these proven strategies

Black Friday has become a major event for Australian shoppers, driving a 2.0% rise in retail turnover in November 2023, according to the Australian Bureau of Statistics. This huge sales event can bring in a large portion of your yearly revenue in just a few days, making it a critical opportunity for retailers.

With Black Friday falling on 29 November 2024, the competition for consumer attention will be fierce. To make the most of it, early preparation is essential. This Black Friday guide will walk you through the essential steps to help you meet and exceed your holiday sales goals.

1. Planning phase (September)

Set clear goals

Define your objectives for Black Friday. Whether it’s boosting sales, clearing old stock, or attracting new customers. Define your objectives, and shape your entire campaign around them.

Analyse last year’s performance

Review the performance of last year’s Black Friday campaign to identify what worked and what didn’t. Which products sold best? Which marketing channels brought in the most traffic? Use these insights to fine-tune your strategy.

Create a checklist with timeline

Outline essential tasks such as website updates & optimisation, inventory checks, email campaigns, and set a timeline for each task. Ensure your customer service team is ready to handle extra inquiries.

Plan your shipping strategy

Australian shoppers expect reliable and fast shipping. Offer clear shipping options, and consider free shipping on larger orders to increase average order value and conversions.

PRO TIP: Conduct a full website audit to ensure your site is optimised for mobile and can handle increased traffic.

2. Building your audience (October)

Email list growth

Start building your email list early by offering incentives such as discounts, exclusive access, or entry into a competition. An engaged email list will be your most valuable asset during Black Friday.

SMS list growth

While growing your email list, encourage customers to also subscribe for SMS updates. Offer exclusive SMS-only deals, and collect phone numbers to build an additional direct line of communication.

Warm-up campaigns

In October, begin warming up your audience by teasing upcoming offers. Create content that builds excitement and anticipation, whether it’s through blogs, videos, or behind-the-scenes glimpses. Building anticipation can significantly increase sales on the big day.

Social media engagement

Post regularly and interact with your followers to keep them engaged. Start conversations, answer questions, and build hype around your upcoming promotions.

Use paid ads & retargeting

To expand your reach, leverage paid ads on social platforms and retarget visitors who have already shown interest in your products. This ensures you stay top-of-mind.

3. Crafting your irresistible offers (October)

Create strong offers

Develop compelling offers that will attract attention. Whether through discounts, bundles, or free gifts, ensure that your promotions stand out in a competitive market.

Non-discount strategies

If discounting doesn’t align with your brand, consider alternatives like free shipping, exclusive limited-edition items, or even charity donations for each purchase. These offers can create a sense of value without cutting into your margins.

PRO TIP: Test different offers on a smaller scale in October to see what resonates with your audience before committing to the big day.

4. Execution phase (November)

Start early

Don’t wait until Black Friday itself. Launch early to capture eager shoppers and build momentum. Starting your sale earlier in November gives customers more time to browse and shop.

Email & SMS marketing

Both email and SMS are crucial tools for driving engagement during Black Friday. Send consistent, segmented email campaigns with clear messaging and strong calls to action. Include countdowns and early-bird offers to create urgency.

Use SMS for more immediate engagement, such as announcing flash sales or sending last-minute reminders.

PRO TIP: Offer exclusive SMS deals or early access to subscribers to encourage quick action and build customer loyalty.

Omnichannel promotion

Promote your offers across all channels—email, SMS, social media, marketplaces, and paid ads—to reach customers wherever they are. Consistency in messaging is key to staying top-of-mind during the sales frenzy.

5. Monitoring and adjusting (during and after Black Friday)

Track performance

Keep an eye on important metrics such as conversion rates, website traffic, and sales volume. Monitor your campaign’s performance throughout Black Friday and make adjustments if needed.

Optimise as you go

If a particular product or promotion is performing well, amplify it with additional marketing efforts. If something isn’t working, pivot your strategy accordingly.

Extend or continue sales

Consider extending your sales into Cyber Monday or even into December. Australian shoppers often continue seeking deals after Black Friday, especially as they start buying Christmas presents for friends and family. Maintaining momentum through this period can significantly boost your revenue.

6. Post-sale follow-up

Customer retention

After Black Friday, continue engaging customers with follow-up emails thanking them for their purchases. Offer post-sale deals or loyalty perks to convert one-time buyers into repeat customers.

Analyse results

Review your campaign’s performance once the event is over. Did you reach your holiday sales goal? Which strategies worked best? How did your email and SMS campaigns perform? Use this data to improve your future sales strategies.

Conclusion

Black Friday success hinges on thorough preparation and strategy. By starting early, building a strong email and SMS list, and engaging your audience across multiple channels, you can optimise your sales potential. Don’t forget to monitor and adjust throughout the event, ensuring you capitalise on what works best.

The efforts you invest now won’t just impact your Black Friday results—they’ll set the foundation for long-term growth by turning one-time shoppers into loyal customers. With the right approach, Black Friday 2024 could be your most profitable yet and lay the groundwork for continued success in the holiday season and beyond.