You’ve surely come across countless Black Friday marketing strategies before you got here.
So, let me say right off the bat:
The strategies here are based on the answers given to that million-dollar question: “What makes you buy on Black Friday?”. So we’re going to talk about real things that attract customers.
Without further ado, here are 10 Black Friday marketing strategies for 2022.
Dive right in:
Black Friday marketing strategies: how to pick
Yeah, choosing the best Black Friday strategies is important. But how do you do that?
To choose, we need strategies that focus on the reasons influencing customers’ decisions to purchase. The best way to learn them is to ask shoppers that million-dollar question, of course.
Here are their answers 👇
Although these reasons to buy may sound all too familiar, there are many different Black Friday marketing strategies to target them with.
To narrow down our selection, we’ll base our strategies on:
Easy navigation for easy shopping
Time-limited sales that generate urgency
Promos (discounts, free shipping, minimum purchase, etc.)
Here are those strategies…
"Next time you plan on running a sale for your site or shop, be sure to consider a mid-level discount and instead extend the sale period by a couple of days. Having longer promotions allows you to reach potential customers through different channels and efforts, increasing the overall impact of your sale. How do I do this? Opt for a Cyber Week Sale instead of limiting your promotions to Cyber Monday!"
Ana Gonzalez -Marketing Director at Placeit
Black Friday Marketing Strategies
Define your goals before starting
Build the “early access” email list
Offer a “Deal of the Hour”
Offer targeted discounts
Use Black Friday spin wheel
Use minimum purchase promo
Try countdown timers for limited-time promos
Add new products just before Black Friday
Reduce shipping cart abandonment
Share shipping times and customer support links
1. Define your goals before starting
Let’s start with a prep tip—
The Black Friday period is nothing but calm, so having clear goals in mind will help you stay focused.
For example, you might want to:
Make 100 sales 📦
Get 50 loyalty program sign ups 🏆
Generate 500 more email leads 📧
Defining a goal (or multiple) also is something best performers do because they define the Black Friday marketing strategies to achieve them. Example: a timed sales promotion is perfect for getting sales while coupons work to get both emails and sales.
2. Build the “early access” email list
The “early access” list includes subscribers who will get the first access to your Black Friday deals via emails. To get as many emails as possible, start building the list a few weeks before with a special popup campaign.
That email popup would build anticipation by giving early access to deals, discounts, etc.—like this one below 👇
When Black Friday is close, you can send a special email to those who subscribed. There, include a discount code and a link to the early access deals. Or you can give them some exclusive discounts—up to you.
Here’s an example of such an email from PRESS Foods.
If you need a popup app recommendation to start getting leads—
Try Wisepops. It integrates with all popular email apps (Omnisend, Klaviyo, etc.), so you’ll be able to send “early access” leads directly into your email app, saving tons of time.
Also, check out examples of businesses using Wisepops. Here’s one example of a popup created with Wisepops (taken from Art of Play):
3. Offer a “Deal of the Hour”
This Black Friday marketing strategy will help you make those “too-good-to-pass-up” deals we’ve talked about earlier.
Here’s the drill:
Make a special campaign with a new deal for every hour on Black Friday.
The “deal” can be anything: a VIP discount, a free gift, a product category discount, or anything else. This way, you can get customers to return to your store multiple times during the day.
Like this one, offering a deal on a product category.
“Deal of the Hour” might sound like a hard Black Friday marketing strategy, especially given that you will have to pre-make all the deals and publish them.
It’s actually pretty easy to do.
You can share the deals with website popups. All you have to do is choose a Black Friday template, copy it, and customize the offers in each campaign version.
Scheduling the “Deal of the Hour” is also pretty straightforward. In Wisepops, for example, you just need to choose the time zone, campaign launch, and end date. The whole thing takes a few clicks.
Think that offering a deal of the hour could be too much? No problem. It’s totally fine to make special deals every two/three hours (or other timeframes, really). The trick is to create a sense of urgency, so you’re free to choose here.
4. Offer targeted discounts
A traditional practice says you need to offer discounts to everyone.
But we want our customers to feel special, don’t we? So, let’s take this strategy one step further—
We can personalize our discount types and sizes for different groups of visitors. Example: a 30% discount might work best for first-time visitors while a $30 discount in a bundle with free shipping could appeal more to repeated customers.
Here’s an example of a discount popup campaign for new customers 👇
Set up your campaigns to be shown to these specific categories of visitors to try this Black Friday marketing strategy. Also, you can tailor your discount to be shown to customers in a specific location and visitors from paid campaigns.
How to protect your profits
✔️ Offer product bundling discounts. This means giving a discount for buying two or more products in one order.
✔️ Use tiered discounts instead of percentages, e.g. “Get $2o off a $100 purchase.” This way, the amount your customers get will be a flat figure even if they spend more than the minimum spending amount.
✔️ Give the highest discounts to your best customers. Go through your customer database and find the best customers. Sending targeted offers to them will help maximize profitability.
5. Use Black Friday spin wheel
You can use a spin-to-win wheel to distribute discounts, coupons, vouchers, and other incentives to encourage visitors to buy. It’s a nice way to gamify the shopping experience and make it more engaging for your customers.
Here’s a template for this campaign.
To engage more visitors with a spin the wheel popup:
Require only email or name+email
Add the campaign to pages with the most traffic, e.g. homepage
Give away different prizes (free shipping, discount codes, free products)
Use spin-to-win wheels for limited-time promotions. Running this campaign for a long time might diminish its value in the eyes of customers.
Related: How to generate 5K+ emails with wheel popups: a case study
6. Use minimum purchase promo
This Black Friday marketing strategy is easy: offer a free gift with a minimum purchase.
The free product could be:
Inexpensive one for you to get
Popular products that your customers buy often
Items that need regular replenishment (like cosmetics and self-care)
This way, you will motivate people to make purchases and make them feel good about shopping. That’s why online businesses use this promo strategy for many occasions.
If you’d like to surprise your shoppers with a cool way of letting them know about your minimum purchase promos, try the onsite notification feed.
It’s a social media-like feed for engaging visitors with promo messages.
Here’s how the feed would work in this use case: if your customer adds a product to the cart, it would show them a non-intrusive notification with the promo offer to motivate them to shop more.
Here’s the feed looks on Pedego Harlem—as you can see, it’s full of different promotions! 👇 That’s great because the visitors to get all this information in one place.
Learn more: What is the onsite notification feed?
7. Try countdown timers for limited-time promos
A countdown timer is a fantastic way to communicate urgency for time-limited deals—those that convince 36% of online shoppers to buy. So, it’s perfect to add to the list of your Black Friday marketing strategies.
You can add timers to your website popups like that…
… or like that (taken from Priority Bicycles, another campaign made with Wisepops)…
…and to your emails like that.
8. Add new products just before Black Friday
Fact: customers are always excited about new arrivals.
Why not use that excitement to sell by adding new products to your store? Do that just before—or even during—Black Friday. This way, your ecommerce store will be even more enticing to customers looking for the best deals.
Promote your new products on your website but also in emails sent before the event begins. Here’s how Vessi does that.
9. Reduce shopping cart abandonment
You need as many good ways to prevent abandoned carts as possible.
That’s where exit intent popups come into play. Thanks to exit detection technology, they can catch visitors right before they leave—giving you one more chance to prevent a lost sale.
Let’s see an example of an exit intent popup. This one below has a discount, but you can also make it into a simple, “hey-you-forgot-your-goods” reminder if the customer has already applied discounts.
10. Share shipping times and customer support links
Buying gifts for family and friends is a popular reason to shop: an average Black Friday shopper spent $224.48 directly on gifts last year.
Knowing shipping times is important because… well, people need to know if they arrive on time for special occasions, family gatherings, and so on. Needless to say, your support team will be quite busy, so you need to give them as much help as you can.
Share links to customers’ FAQs and shipping time updates on your website in prominent places. Faguo uses this popup below to help customers find pages with info on product returns and order tracking.
Black marketing strategies: the bottom line
Pick your goals, the Black Friday marketing strategies, and stick to them. This way, you’ll be focused and have a clear way of measuring how well you perform.
I hope this post helped you get started on preparing Black Friday marketing strategies. I am rooting for you!
Pawel is a Head of Growth at Wisepops and a Lead Generation&Pop-up Expert.