Black Friday remains the biggest shopping event of the year. The numbers prove it. In 2024, U.S. shoppers spent more than 10.8 billion dollars online on Black Friday alone, according to Adobe Analytics. Brands that prepare well see huge spikes in revenue. Those that do not miss opportunities.
Success does not depend only on discounts. It depends on how you promote, engage, and convert. This article explains how your business can plan marketing to drive revenue and repeat customers.
Build Urgency Before the Day Arrives
Revenue growth begins weeks before Black Friday. Shoppers plan their purchases early. Many compare deals across multiple brands. You must get on their radar before they lock in decisions.
- Launch teaser campaigns two to three weeks ahead.
- Share limited previews of what will be on sale.
- Use countdown timers on your website and emails.
- Offer early access lists to build exclusivity.
Data from Salesforce shows that 41 percent of holiday revenue in 2023 came from shoppers who started browsing deals before Thanksgiving. By creating urgency and visibility early, you ensure that your brand is in their plans.
Optimize Your Website and Checkout
A slow or confusing website costs you sales. Black Friday traffic is heavy. Your site must handle the load and guide buyers quickly to checkout.
- Stress-test your site speed before the season.
- Make navigation simple, with clear categories for deals.
- Use banners on every page pointing to Black Friday sales.
- Simplify checkout, reduce form fields, and enable guest checkout.
Cart abandonment rates average 70 percent across industries. Even a small reduction here drives major revenue gains. Payment flexibility is also important. Offer options like digital wallets and buy-now-pay-later to capture more buyers.
Master Email Campaigns With Clear Offers
Email is one of the strongest channels during Black Friday. Shoppers expect deals to land in their inbox. They also rely on it to compare offers across multiple brands. Strong campaigns cut through the noise.
When you build your strategy, review Black Friday email examples from top retailers. Notice how they use clear subject lines, bold offers, and direct calls to action. Emails with vague wording lose attention fast.
Practical steps include:
- Send a sequence, not a single blast. Teaser, launch day, and last-chance emails all matter.
- Use short, benefit-driven subject lines. Example: “50 percent off laptops, today only.”
- Personalize with past purchase data when possible.
- Segment lists by customer behavior for higher engagement.
Klaviyo reported that email drove nearly 30 percent of all e-commerce revenue on Black Friday in 2023. That proves how critical this channel is.
Use Social Media to Amplify Reach
Social platforms influence purchase decisions. TikTok, Instagram, and YouTube all push trending deals quickly. Businesses that invest in content see strong results.
- Share product demos and short clips of deals in action.
- Use Stories and Reels for urgency-driven content.
- Encourage user-generated content by asking customers to share purchases.
- Invest in paid ads with retargeting for high-intent audiences.
Paid ads during Black Friday are competitive, but retargeting helps you win by focusing on shoppers who already engaged with your site or emails.
Balance Discounts With Value
Competing only on price can damage margins. Shoppers look for value as well as savings. Structure your offers to maximize perception of value.
- Bundle products to raise average order value.
- Offer free shipping thresholds.
- Add limited-time bonuses like gift cards with purchase.
- Highlight scarcity with stock counters.
McKinsey reports that shoppers spend more when deals feel personalized or when offers add something beyond simple discounts. Value-focused promotions keep customers loyal beyond the sales season.
Plan for Post-Black Friday Retention
Revenue does not end with one day. Many shoppers you gain during Black Friday are first-time buyers. Retaining them increases lifetime value.
- Send thank-you emails with follow-up offers.
- Launch loyalty rewards for repeat purchases in December.
- Gather feedback through quick surveys to improve next year.
- Use retargeting ads to bring buyers back for Cyber Monday or holiday sales.
Retention is often overlooked, yet it is where long-term growth lies. A customer who buys again is worth more than a one-time bargain hunter.
Final Thoughts
Black Friday is no longer only about heavy discounts. It is about preparation, execution, and follow-through.
Plan early. Strengthen your website. Run clear and segmented email campaigns. Use social media to expand reach. Balance discounts with value. Retain new buyers for future revenue.
When you approach Black Friday this way, you do more than boost sales for a single day. You build stronger customer relationships that extend far beyond November.
