15 Last-Minute Black Friday Marketing Tips for ECommerce and SMEs

Black Friday Ecommerce Marketing Tips from Pickled Ginger Marketing

eCommerce Black Friday Guide For Small Business Owners

With Black Friday and Cyber Monday just around the corner, businesses are gearing up to make BIG sales. No matter the size of your e-commerce store, there is no better opportunity to boost sales than now.

Buyers are ready to hit their favourite stores and you may be wondering how to make sure that your own is on their list…

Truth be told, the eCommerce world is a competitive place. Black Friday sales can be overwhelming with so many giant retailers to compete with. That said, there’s always a way!

In fact, if you play your marketing cards right in the next few days, you are guaranteed to make those sales you want. Did you know that most small online stores experience up to a 60% increase in sales this time of the year?

There’s no reason you can’t be ONE of those online store owners.

In the guide below, you’ll find the ins and outs of what it takes to tackle Black Friday and Cyber Monday head-on.

From last-minute marketing efforts ahead of the weekend to using social media platforms for paid ads. You’ll find all the information you need to drive traffic to your eCommerce store and boost seasonal sales significantly!

Black Friday and eCommerce Sales

Everyone knows what Black Friday and Cyber Monday are. The time of year when buyers are most eager to spend their cash in hopes of bagging bargains (man, have we seen those videos where fights break out over cheap TVs). Yes, people are crazy, we agree.

This year, there is even more of a reason to be shopping online – the coronavirus pandemic. While the virus has caused much despair, more people are choosing to stay at home to shop, which is good news for eCommerce business owners! Plus more and more folk are sourcing from independents this year, which is great news.

Thanks to this annual event, it is possible for buyers to shop exclusively online during the holiday season thanks to a range of deals and offers put out by retailers. As probably the busiest period of the year for online shopping now is the time to be making sure you’re all set.

So, what can be done to grab hold of the opportunity leading up to Black Friday do you ask? Well, the next part of this guide will give tips on exactly that.

Last-Minute Tips For Your Black Friday Event

So, you’re aware that Black Friday can bring about more profits for your eCommerce business, great news, right? There’s a sea of customers out there that could be shopping at your eCommerce store, but how do you ensure they choose you this Black Friday?

Luckily, you’ll find all the top last-minute tips to ensure a busy Black Friday for your own eCommerce store below. Here are 15 tips to a successful event!

Elaine Pasini Director at Pickled Ginger Marketing helping ECommerce Brands
Elaine Pasini, Consumer


1 Create Banners and Graphics

As one of the more exciting and creative jobs, Black Friday and Cyber Monday both need to be advertised on your website. One of the easiest ways to promote your Black Friday sale event is with an eye-catching banner for your landing page.

Choose to enlist the help of a graphic designer if needed, or try yourself. Your website visitors will want to know you’re participating as soon as they land on your home page. Make sure the message is bold and clear to them. This is the perfect UX (user experience) which Google loves.

2 Promote Specific Products

When you run a small business, it’s not possible to go sale crazy and offer discounts across all your stock (or services). Therefore, it’s a good idea to select a few of your products that you’re going to offer at sale prices.

People will be looking for bargains as they enter the holiday season and they’ll expect Black Friday offers everywhere. Be mindful of the types of products shoppers will be looking to get ahead of Christmas and put your discounting in place based on this.

3 Discount Your Old Stock

Do you have old stock that’s simply taking up too much space? Perhaps you want to launch a new range of products in the new year. This is a great time of the year to apply the saying ‘out with the old and in with the new’. You can focus your sales on ridding of old stock and making these discounts known to online shoppers.

Marketing is key here too, online shopping is a competitive place so it’s important to communicate your offers clearly. Take advantage of your existing customer’s loyalty and send out marketing emails and also use social platforms to spread the word about your sales events.

4 Feature Different Products

The Black Friday and Cyber Monday sales typically last an entire week, which gives you a large time frame to offer different offers. Competitors really ramp up their game this time of the year and feature varied products on a daily basis to build excitement and guarantee sales.

Shoppers will be checking back each day in anticipation of what offer you’re featuring next. This makes for a fun shopping experience and encourages your store visitors to make a purchase.

5 Consider A Generic Discount

One of the best and easiest strategies to implement ahead of Black Friday is to offer a generic discount code. Set up the discount code to be used for Black Friday and Cyber Monday sales and make it live when the big day arrives.

It’s simple stuff and one of the best practices to build up interest in for your sales event before the official event.

6 Implement the Up-Sell Strategy

Have you heard of the Up-Sell strategy before? If not, now is the time to learn about it and use it! It is one of the best practices for selling MORE to your customers. Essentially, the concept of up-selling via your online store is to offer add-ons or smaller items to buyers.

The Black Friday and Cyber Monday events provide a great opportunity to do this with your online sales. When setting up your store discounts for Black Friday make sure to entice with a few bigger deals to grab attention and offer those add-ons during the checkout process!

15 last minute marketing tips for Black Friday Sellers
Check List for Black Friday Sellers

7 Use Bestsellers To Your Advantage

Every business owner has their bestsellers, and now is the time to use them to your own benefit. Identify your best-selling products or service and create excitement around them using limited time only discounts.

Customers know what they want a lot of the time, and if you focus your deals on your bestsellers this often means that money is going to be made!

8 Discount Delivery Costs

While not every business owner can afford to offer free shipping, a good way to entice buyers is to offer discounted delivery. Many retailers use this incentive to attract new customers and it’s proven to work! In fact, 9/10 customers say that delivery costs influence their decision to abandon their cart during the checkout process.

Perhaps you choose to offer VIP customers free delivery and provide a discount for an average order. Whatever you decide on, shipping costs are something you should be focusing on for an event like Black Friday.

9 Special Offers For Email Subscribers

Holiday shoppers are going to be signing up for discounts, so why not encourage them with a newsletter sign-up discount offer? This is a basic but effective strategy that many retailers based online use to get customers to sign up for marketing communication at the same time.

Once you have contact details you’ll have a larger audience for future email marketing campaigns too. Enable a pop-up feature on your website to display a message related to your Black Friday and Cyber Monday promotions.

10 Plan Your Messages and Spread Them

Much of the buzz that builds up around Black Friday online is based around messages that are spread. Think about the key messages that you want to communicate for your own Black Friday 2020 event. What will you be calling your promotion? Keep messages consistent across every platform that you use.

From the copy on your website’s banner to the different product pages and social media, make sure to perfect your messages.

11 Run A Competition

One of the best ways to gain traction and a larger following, which is so valuable to smaller brands, is through competitions. You can use your social platforms to run a Black Friday competition and to build your customer base.

Social media users love a seasonal competition and it doubles up as a great way to gain more exposure to your business for the rest of the holiday season.

12 Check Your Payment Gateway

Though this may seem an obvious point, many online business store owners fail to check every element of their website ready for Black Friday sales. Make sure that your customers can checkout on your website.

You can do this by setting up a simple test order from a customer’s perspective. Once you’re happy that your payment gateway is functioning as it should be, the holiday shopping can begin.

13 Be Mobile-Friendly

In 2018, almost 40% of eCommerce during the Black Friday / Cyber Monday events were made online. In fact, in 2018 around 1.8 billion people across the globe made purchases online. For this reason, you should make it a priority to ensure that your website runs smoothly on a mobile device. This year will stats will skyrocket, I’ve no doubt about that.

More customers than ever are choosing to buy online and this is where they’ll come across your Black Friday promotions too.

14 Use Paid Ads

Though social media is a free to use platform for the promotion of your products or services, the power of paid ads shouldn’t be overlooked. By simply posting, your content is not likely to get that much of a reach.

However, add paid ads into the mix and you have a recipe for maximum impact. There are many useful guides available online and I’ve written all about how social media posts can support your wider SEO here.

Remember though, Facebook and Google have strict policies when it comes to the sale of certain products so before embarking on a paid ad, check the guidelines.

15 Last minute extended sale email

You might have missed out on planning and sending teaser emails in the run up to Black Friday and Cyber Monday, but you can make up for lost time by extending your sale.

Sending a last-minute extended sale email as Cyber Monday draws to a close is a great way to capture sales from those who are late to the party.

Wrapping It Up

And, the most important thing of all is to remember to enjoy the week ahead! While it can be a busy period of the year, there is a great opportunity to create lots of happy customers, and to make your eCommerce site even better!

If you’re a small online retailer seeking help with your digital marketing, Pickled Ginger Marketing is the small independent go to for you. We LOVE helping business owners ramp up their marketing for retail success.

Contact Elaine and team today and discuss your marketing needs with us, we’ll help you make your business vision a reality!