Black Friday Sales: Deal Ideas, Trends & Strategies

Black Friday sales aren’t slowing down; they’re exploding. In 2024, Shopify merchants alone hit a record $11.5 billion in sales over the weekend.

But here’s the challenge: Independent ecommerce brands are competing against retail giants that flood ads and search results.

Established brands flood search results and ads, making it harder for smaller businesses to stand out. Moreover, people are well aware of the established brand, so they search for <brand name> Black Friday sales.

The good news? With the right strategy, you can cut through the noise and make this your most profitable Black Friday yet.

In this article, we’ve shared:

• BFCM trends
• Black Friday sales- planning calendar
• Deals to offer during the BFCM season
• 10 proven strategies to increase sales on Black Friday sales

When is Black Friday?

In 2025, Black Friday will be on Friday, November 28th. Black Friday is the day after Thanksgiving in the United States. It is always held on the fourth Friday of November.

Black Friday is now a global retail phenomenon with sales and promotions happening worldwide. Black Friday sales often extend into a “Cyber Week” that includes Cyber Monday.

BFCM Trends and Data You Need to Know

Black Friday deals are the most-awaited year-end sale since most people save and wait for the offers to buy their favourite products.

1. Black Friday Shopping is Extended to Cyber Monday

The era of Black Friday being a 24-hour event is over. The shopping period has stretched into weeks, often referred to as the “Cyber 5” (Thanksgiving to Cyber Monday) or even “Cyber Week.”

• What it means for you: You must start your promotions weeks in advance to capture early-bird shoppers. Your campaign can’t be a single blast; it needs to be a coordinated series of releases, teasers, and last-chance offers.

2. The Dominance of the Mobile-First Shopper

Mobile commerce is no longer just a supporting channel—it’s the main event. Shoppers are doing their research and making impulse purchases directly from their smartphones.

• What it means for you: Your website must be flawlessly optimized for mobile. This includes a seamless checkout process with mobile-friendly payment options, such as Apple Pay and Google Pay. If your mobile site is slow or clunky, you will lose a significant portion of your potential revenue.

3. The Rise of “Buy Now, Pay Later” (BNPL)

Consumers are increasingly opting for flexible payment solutions. BNPL services, such as Afterpay and Klarna, allow customers to break down a purchase into smaller, interest-free installments.

• What it means for you: Offering BNPL at checkout can significantly boost your Average Order Value (AOV) and increase your conversion rate, especially for high-ticket items. It removes a major financial barrier for budget-conscious shoppers.

4. The Power of Personalization

Shoppers are overwhelmed by choices. Brands that use data to create a personalized shopping experience will win.

• What it means for you: Invest in tools that personalize product recommendations on your site. Use a segmented email and SMS strategy to send relevant offers, not just a generic, site-wide sale announcement to everyone.

5. Short-Form Video as a Key Driver

Platforms like TikTok and Instagram Reels have become a primary source of product discovery. Viral videos, unboxings, and authentic reviews influence purchasing decisions more than traditional ads.

• What it means for you: You need a social media strategy that goes beyond static images. Create short, engaging video content that showcases your products in a fun and authentic way. Encourage user-generated content (UGC) by running a social media challenge.

6. BFCM Google Search Trends

One of the significant trends people search for is the product name, followed by black friday sales/deals.

• <product name> + Black Friday sales
• Black Friday sales + <product name> .
• Black Friday <product name>+ deals

Explore the complete Black Friday Google search trends.

Black Friday Sales Planning Timeline for E-commerce

A successful Black Friday sale strategy for e-commerce requires meticulous planning that begins months in advance. The key is to break them into manageable phases.

Phase 1: Pre-Planning (August – September)

This is the strategic groundwork phase. You’re not creating campaigns yet; you’re gathering data and setting the stage.

• Review Last Year’s Data: Analyze what worked and what didn’t. Look at top-selling products, most successful promotions, popular traffic sources, and customer feedback.
• Set Goals: Define your SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals. Do you want to increase revenue by a certain percentage, acquire a specific number of new customers, or sell out a particular product line?
• Audit Your Inventory: Based on last year’s data, forecast demand for your top products and place orders with suppliers to prevent stockouts.
• Technical Audit: Stress-test your website to ensure it can handle a massive surge in traffic. Check site speed, optimize for mobile, and confirm that your checkout process is seamless.

Phase 2: The Pre-BFCM Campaign (October – Early November)

This phase is all about building anticipation and warming up your audience. The goal is to get your brand top-of-mind before the competition intensifies.

• Finalize Your Deals: Decide on your specific promotions, such as percentage discounts, “buy one, get one,” free shipping, or special bundles.
• Create Your Content: Begin designing all your marketing assets. This includes email templates, social media graphics and videos (Reels, TikToks), ad copy, and a dedicated Black Friday landing page.
• Build Anticipation: Launch a “teaser” campaign. Use social media posts and emails to hint at upcoming deals without giving away too much. Use countdown timers to build excitement.
• Grow Your Lists: Run contests or offer exclusive early-access perks to encourage new email and SMS sign-ups.

Phase 3: The BFCM Weekend (Mid-November)

This is the most intense period. Your focus is on real-time execution, conversion, and creating urgency.

• Launch Your Campaign: On or just before Thanksgiving, send out your main campaign emails and launch all of your pre-scheduled social media posts and paid ads.
• Implement Urgency Tactics: Throughout the weekend, use real-time alerts. Examples include: countdown timers, “limited stock” notifications, and “last chance” emails.
• Engage in Real-Time: Be active on social media to respond to comments and questions. Acknowledge customer-generated content (UGC) like photos of their purchases.

Phase 4: Post-BFCM (December)

The work isn’t over yet. This phase is about retaining the customers you just acquired and preparing for the next holiday sales.

• Wrap-Up Communication: Announce the end of your BFCM sale and transition into your regular holiday marketing. Tease your Cyber Monday or extended deals if applicable.
• Focus on Retention: Send a thank you email to all BFCM customers. Offer them a small bounce-back coupon for a future purchase to encourage a second order.
• Analyze and Learn: Review your campaign’s performance against your initial goals. Which products sold best? Which marketing channels had the highest return on investment (ROI)? Use these insights to inform your strategy for future campaigns.

How to Drive More Sales During BFCM?

Driving sales during the Black Friday Cyber Monday (BFCM) weekend requires a multi-layered approach. We’ve curated 10 proven Black Friday sales strategies to increase your revenue.

Here are the 10 effective ways to increase sales during BFCM:

1. Use Multiple channels to target your customers
2. Offer a sneak peek
3. Build a VIP early bird access list
4. Hold limited-time flash sales
5. Create Loyalty and Referral Campaigns
6. Create Social Media Challenges
7. Optimize your Website, sign-up forms, and Pop-ups
8. Offer Extended Shopping Hours
9. Product Bundling & Cross-Selling
10. Buy Now Pay Later Options

Related Reading: 10 Best Back in Stock Email Examples (Tips + Benefits)

1. Use Multiple Channels to Target Your Customers

An omnichannel marketing approach is critical during the BFCM sales season.

Shoppers are on different platforms at different times, so you need to be everywhere they are. It does not mean you should push messages through all your channels and overwhelm your customers.

Instead, coordinate your messaging across channels like email marketing, SMS marketing, social media, and paid ads.

A customer who sees your product on Instagram may need a reminder email to complete their purchase. Your channels should work together to reinforce your message and guide the customer to checkout.

You can use a combination of channels. For instance, Email marketing + SMS marketing + WhatsApp Marketing

• Email Marketing for primary communication and sale announcements (especially for VIP email lists). After sending an email, follow up with SMS / WhatsApp messages.
• SMS Marketing for urgency-driven communications like flash sales or any other time-sensitive message.
• WhatsApp marketing for providing gentle reminders and recovering abandoned carts.

Related Reading: 8 Email Capture Best Practices to Grow Email List

2. Offer a Sneak Peek

Creating a “sneak peek” for your Black Friday marketing campaign is a powerful way to build excitement and anticipation among your audience. The goal is to create hype and stay at the top of mind.

How to Offer a Sneak Peek

1. Use an “Early Access” Landing Page: Create a dedicated landing page on your website that teases your upcoming Black Friday sale. Instead of showing the deals directly, use a countdown timer, vague but exciting headlines, and a CTA to sign up for early access.
2. Send Teaser Emails and SMS: Begin your SMS and email campaigns weeks in advance. Start with simple messages that say something like, “Get ready for our best deals ever.” As the date gets closer, you can get more specific without giving away the exact discount.
3. Launch a Social Media Teaser Campaign: Use your social media channels to drop hints and create a sense of mystery. Post short video clips (Reels, TikToks) showcasing your products and deals. Encourage followers to tag friends in the comments to spread the word.
4. Offer a “Sneak Peek” for VIPs: Reward your most loyal customers and subscribers with a true sneak peek. Send them an exclusive email that reveals a few of the top deals. Give them access to the deals a few hours before the general public.

Related Reading: 10+ Email Acquisition Strategies To Grow Email List

3. Build a VIP Early Bird Access List

Building a VIP early bird access list is a powerful strategy to create a sense of exclusivity before the main Black Friday rush.

It rewards your most loyal customers and gives new ones a reason to join your community.

How to Build a VIP List

• Create a Clear Value Proposition: The most important step is to tell customers exactly what they’ll get by joining your VIP list. It’s not just “early access.” Be specific. Your messaging should highlight benefits like:
  • Early Access: Shop the sale 24-48 hours before the general public.
  • Exclusive Deals: Access to a few extra discounts or products only for VIPs.
  • First Look: Get the inside scoop on limited-edition product drops.
• Use Strategic Sign-up Methods: Place dedicated sign-up forms in high-traffic areas on your website.
  • Homepage Pop-ups: Use a pop-up that appears on your homepage with a compelling headline, like “Unlock Early Access to Our Black Friday Sale.”
  • Banner on Your Website: A persistent banner at the top of your site is a great way to capture attention from every visitor.
• Segment Your Customers: Use a marketing funnel and RFM strategy to segment your top customers.

Why it Works

• Exclusivity & FOMO (fear of missing out)
• Offering an incentive like early access is one of the most effective ways to build your email list with high-intent shoppers.
• Early access allows you to control the initial rush of traffic. Moreover, you can effectively manage inventory.

Related Reading: What is Behavioral Segmentation? (Types + Examples)

4. Hold limited-time flash sales

Flash sales are a high-impact strategy for driving a surge of sales and creating a powerful sense of urgency during BFCM. By setting a strict time limit on a deep discount, you motivate customers to make an immediate purchase to avoid missing out.

How to Hold a Flash Sale

1. Select Your Products Wisely: Choose a few high-demand products or a specific category that you want to move quickly. Flash sales work best on popular items that customers already have on their wishlist.
2. Define a Short Window: The “limited-time” aspect is key. A flash sale should typically last for a very short period, anywhere from 1 to 5 hours.
3. Use Countdown Timers: A countdown timer is the single most effective tool for a flash sale. Place it prominently on your product page and in your marketing emails and SMS messages. The visual display of time ticking away creates a sense of urgency.
4. Promote Across All Channels: Don’t just rely on your website. Use your various marketing channels to announce the sale.
   • Email: Send a dedicated discount email with a bold headline, such as “Flash Sale: 50% Off for the Next 3 Hours Only!”
   • SMS: Due to its high open rate, SMS is perfect for a flash sale announcement. Send a concise, urgent message with a direct link to the product.
   • Social Media: Create a series of posts and stories that announce the start of the sale and provide a “last chance” reminder before it ends.

5. Create Loyalty and Referral Campaigns

Loyalty and referral campaigns are a powerful way to increase customer retention and CLV during Black Friday Sales.

They turn a transactional message into an opportunity for community building and long-term growth.

How to Create a Loyalty Campaign

• Your loyalty program members should feel like a part of an exclusive club. Give them a special advantage over regular shoppers.
• Grant loyalty members a 24-48 hour window to shop your BFCM deals before they go live for the general public. This allows them to grab the best-selling items before they run out of stock.
• Offer an incentive to buy more during BFCM by giving members 2x or 3x the loyalty points for every dollar they spend. This motivates them to come back and redeem their points later.
• If you have a tiered loyalty program (e.g., Bronze, Silver, Gold), offer escalating rewards as customers move up the tiers. For example, a “Gold” member might get a 25% discount, while a “Bronze” member gets 15%.
• Promote your loyalty program everywhere.

How to Create a Referral Campaign

• The most effective referral programs reward both the referrer and the new customer. For example, a “Give $10, Get $10” model is a powerful motivator for both parties.
• Make it simple for customers to refer a friend. Give them a unique referral link that they can share via email, social media, or text.
• During BFCM, you can temporarily elevate your referral rewards. Instead of the usual $10, offer a limited-time bonus of $20 or a free product to supercharge word-of-mouth marketing.

Related Reading: What is Targeted Email Marketing? Beginner’s Guide & Examples

6. Create Social Media Challenges

Social media challenges are a highly effective way to cut through the noise of BFCM. Instead of just pushing sales messages, you get your audience actively involved with your brand.

How to Create a Social Media Challenge

1. Define a Simple and Compelling Task: The challenge must be easy for anyone to participate in. A complex or time-consuming task will discourage participation.
   • For a Fashion Brand: A “Style Your Black Friday Haul” challenge. Ask followers to post a photo or video of them styling an item they bought from your sale.
   • For a Home Goods Store: A “Cozy Corner Challenge.” Ask customers to share a picture of a cozy space in their home featuring one of your products.
   • For a Food or Beverage Brand: A “Holiday Recipe Remix.” Encourage customers to share a photo or video of a dish they made using your product.
2. Choose a Unique and Memorable Hashtag: The hashtag is crucial for tracking participation and making your campaign discoverable. It should be brand-specific and easy to remember. Examples: #MyBrandBFCMHaul or #BrandNameCozyChallenge.
3. Offer a Highly Desirable Prize: The reward must be worth the effort. It could be a significant gift card, a bundle of your best-selling products, or a special discount for all participants. Announce the prize clearly at the start of the challenge.
4. Promote the Challenge Across All Channels: Don’t just post about it once on social media. Promote the challenge in your pre-BFCM emails and in your SMS messages. Make it a central part of your holiday marketing.
5. Showcase Submissions: Regularly share and celebrate the submissions from your followers. This builds a sense of community and encourages others to join in.

7. Optimize your Website, sign-up forms, and Pop-ups

During Black Friday sales, every millisecond of load time and every click matters. Your website is your storefront, and it needs to be ready for the massive traffic and high user expectations.

• Website speed is a direct conversion factor, especially on mobile. Shoppers are impatient and will abandon a slow site instantly.
• Simulate high traffic on your website to identify potential breaking points. This will help you find and fix issues before the rush hits.
• Create a dedicated, easy-to-find BFCM landing page from your homepage. This allows shoppers to quickly see all the deals in one place.
• A majority of BFCM traffic comes from mobile devices. Ensure your website is fully responsive.
• A complicated checkout is a conversion killer. Offer a guest checkout option, minimize the number of required fields, and provide multiple payment methods.
• Use an exit intent popup to encourage customers to shop when they’re leaving your website.

8. Offer Extended Shopping Hours

The traditional notion of a Black Friday sale starting and ending in a 24-hour window is a thing of the past.

Today, “extended hours” for e-commerce means stretching the sale to provide a longer shopping window.

It reduces pressure on your website and caters to a wider range of shoppers.

How to Offer Extended Hours:

1. Launch Your Sale Early: Instead of waiting until Friday, consider starting your BFCM deals on Thanksgiving Day or even the Wednesday before. This allows you to capture sales before the competition reaches its peak and gives your early-bird customers a chance to shop.
2. Embrace the “Cyber 5” and Beyond: The core shopping period is now widely considered the “Cyber 5” from Thanksgiving Day to Cyber Monday. Ensure your best deals are live for this entire period.
3. Offer a “Sale Extended” or “Cyber Week” Campaign: Once Cyber Monday ends, don’t immediately take down your deals. Announce a “Last Chance” or “Sale Extended” event for another 24-48 hours.

Related Reading: 10 Email Design Best Practices for 2025

9. Product Bundling & Cross-Selling

Cross-selling and product bundling are two of the most effective strategies to increase your Average Order Value (AOV).

Create product bundles for Black Friday sales:

• Thematic Bundles: Group products that naturally go together. For example, a skincare brand could offer a “Complete Morning Routine” bundle that includes a cleanser, a toner, and a moisturizer.
• Offer a Clear Discount: The bundle must offer a compelling value proposition. Show the customer exactly how much they are saving by purchasing the bundle versus buying each item individually.
• Pair High-Demand with Low-Demand Items: Use your best-selling products to create bundles that help you sell slower-moving inventory. This is a great way to manage stock and move products that might otherwise sit on a shelf.
• Give Your Bundles a Unique Name: Give your bundles a catchy name, like “The Starter Kit” or “The Ultimate Gift Set.” This makes the offer more appealing and easier to market.

How to Implement Cross-Selling:

• On Product Pages: On a product page for a coffee machine, for example, show a “Complete Your Order” section with related items like coffee beans, filters, or a coffee mug.
• In the Shopping Cart: As a customer is about to check out, display a small section that says “You May Also Like” or “Customers Who Bought This Also Bought.”

10. Buy Now Pay Later (BNPL)

BNPL is a type of short-term financing that allows customers to pay for a purchase in a series of installments, often interest-free.

Instead of paying the full amount at checkout, a customer might pay for the item in four equal payments over a few weeks or months.

The merchant still receives the full payment upfront from the BNPL provider, so there’s no risk to your cash flow.

Why is BPNL necessary for Black Friday Sales?

• Increases Average Order Value (AOV): With the upfront financial burden reduced, customers are more likely to add more items to their cart or purchase a more expensive product.
• Appeals to Modern Shoppers: Younger generations, in particular, are comfortable with BNPL as an alternative to traditional credit cards. Offering this option helps you attract and retain this valuable demographic.
• Reduces Cart Abandonment: Many shoppers abandon their carts at the final payment step. By offering BNPL, you give them a flexible solution that can salvage a lost sale.

Crafting Your Black Friday Deals and Promotions

Creating effective Black Friday deals is about more than just slashing prices; it’s about giving offers that resonate with your audience. The most successful deals are those that are clear, valuable, and strategically aligned with your brand.

Here are some of the best-performing deals for Black Friday, broken down by type:

• Direct Discounts
• The “Buy More, Save More” Deals
• Bundling Deals
• Shipping and Service-Based Deals
• Loyalty and Exclusivity Deals

1. Direct Discounts

These are the most common and easily understood deals. They work because they immediately communicate value to the customer.

• Percentage Off: The most popular. Examples include “30% Off Sitewide” or “Save up to 50% on All Footwear.” This is great for a wide range of products.
• Dollar Amount Off: Best for higher-priced items. For example, “$100 Off any Laptop over $1000.” This makes the savings feel more significant in concrete terms.

2. The “Buy More, Save More” Deals

These deals incentivize customers to spend more to unlock a better offer, directly increasing your average order value (AOV).

• Tiered Discounts: Offer increasing savings as customers spend more.
  • “Spend $50, Get 15% Off”
  • “Spend $100, Get 25% Off”
  • “Spend $200, Get 40% Off”
• Threshold Discounts: Offer a discount once a customer’s cart reaches a specific dollar amount. For example, “Get 20% Off When You Spend $100.”

3. Bundling Deals

Bundling is about providing a complete, value-packed solution rather than just a discount.

• Product Bundles: Combine complementary products into a single package at a discounted price. For example, a makeup brand could offer a “Complete Eye Shadow Kit” with a primer, a palette, and brushes, all for one price.
• “Buy One, Get One” (BOGO): This is a powerful, high-conversion deal. “Buy One, Get One 50% Off” is a classic that works on similar products.

4. Shipping and Service-Based Deals

These deals target the common barriers to online purchases: shipping costs and returns.

• Free Shipping: One of the most effective conversion drivers. Offer “Free Shipping on all BFCM Orders” to remove the friction of extra costs at checkout.
• Free Shipping with a Minimum Spend: This is a great way to combine the “friction remover” with a deal that also boosts AOV. For example, “Free Shipping on Orders over $50.”
• Free Gifts with Purchase: Reward customers by including a free gift in their order once they meet a certain spending threshold. For example, “Get a Free Travel-Sized Lotion with Any $75 Purchase.”

5. Loyalty and Exclusivity Deals

These offers target your most valuable customers and are designed to build long-term relationships.

• Early Access: As we’ve covered, offer your VIP list the chance to shop the sale before the general public.
• Loyalty-Only Discounts: Provide an exclusive, deeper discount just for members of your loyalty program. For example, “Loyalty Members Get an Extra 10% Off.”

Wrap Up!

The numbers prove the potential: billions in revenue are generated each year, and consumers actively seek out Black Friday deals from big brands.

However, for SMBs, the key to success isn’t trying to outspend retail giants. It’s about creating smarter, more personalized campaigns.

Think of Black Friday as more than a sales spike. It’s your chance to acquire new customers and set the tone for the holiday season ahead.

Also Read:

• How to make money with Email Marketing (10 Proven Ways)
• How Much Does Email Marketing Cost in 2025?
• What is Behavioral Targeting (Examples + How to do)
• How to do Demographic Segmentation + Examples

Frequently Asked Questions