Crack the Black Friday Code: Drive holiday sales with top strategies for B2C and B2B
Nora Szekely
November 25, 2024
Black Friday and Cyber Monday (BFCM) mark the pinnacle of the holiday shopping season, presenting businesses with unparalleled opportunities to increase sales, acquire new customers, and build brand loyalty. Whether you're a retail powerhouse or a nimble B2B company, an effective marketing strategy is key to maximizing these high-stakes shopping days.
Here’s how you can make the most of Black Friday, backed by trends, actionable strategies, and expert insights.
The Power of Black Friday
According to the National Retail Federation, holiday sales accounted for nearly 19% of total annual retail sales in 2023. Even B2B companies are beginning to cash in, with many adapting their traditionally slower sales cycles to the fast-paced nature of Black Friday.
Why it Matters for B2C
For B2C brands, Black Friday is a golden ticket to clear inventory, attract new buyers, and boost year-end revenue. In 2023, businesses using Mailchimp saw a 325% increase in daily order value during Black Friday compared to the annual average.
Why it Matters for B2B
While Black Friday has traditionally been a B2C affair, B2B businesses can benefit by aligning with their clients’ heightened purchasing activity. For example, offering discounts on consumables or bulk-buy incentives can drive significant sales.
B2C Strategies for Black Friday Success
Plan Early for Maximum Impact
Build anticipation
Start teasing your Black Friday sales in October to build excitement and get your brand top-of-mind. Use countdowns, sneak peeks, or early bird specials to drive engagement.
Analyze past performance
Review your previous Black Friday campaigns to identify trends, top-selling products, and customer behavior patterns.
Create a Seamless Shopping Experience
Mobile-first optimization
In 2023, 51.1% of Black Friday purchases were made on smartphones according to Black Fridays Statistics. Ensure your website is mobile-friendly, fast, and easy to navigate.
Guest checkout
Simplify the checkout process to prevent abandoned carts. According to Baymard Institute, forced account creation is a leading cause of checkout abandonment.
Personalized product recommendations
Use AI-driven tools to showcase products based on user behavior, increasing the likelihood of conversions.
Harness the Power of Urgency
Limited-time offers
Create urgency with flash sales, countdown timers, and "while supplies last" messaging.
Exclusive deals
Offer early access or VIP-only discounts to loyal customers to make them feel special and incentivize repeat purchases.
Leverage Social Media and Email
Email campaigns
Announce sale details, send reminders, and follow up with cart abandonment emails to recapture lost sales.
Social proof
Showcase customer reviews and user-generated content to build trust and encourage purchases.
Retargeting ads
Reach shoppers who browsed but didn’t buy, reminding them of what they left behind.
Incorporate Buy Now, Pay Later (BNPL)
Flexible payments
Promote BNPL options to appeal to cost-conscious shoppers. Highlight this feature early in the purchase funnel to reduce hesitations.
B2B Strategies for Black Friday Success
Black Friday for B2B is about adapting the holiday’s urgency and appeal to fit longer sales cycles and larger transactions.
Understand Your Market Fit
Not all B2B companies are suited for Black Friday. Businesses in fast-moving consumer goods (FMCG), office supplies, or consumables are great candidates. Products requiring complex approvals or bespoke services may not align with the holiday's fast pace.
Create Value-Driven Offers
Encourage larger purchases by offering tiered pricing or free shipping for bulk orders, creating a compelling reason for clients to increase their order size. Additionally, provide discounts on annual software licenses or service subscriptions to secure long-term customer commitments. To further drive urgency, implement time-sensitive deals using countdown timers or “valid today only” offers that encourage quick decision-making.
Unify Your Channels
Ensure your online and offline efforts work seamlessly together by coordinating integrated campaigns that align your sales reps, workshops, and digital marketing channels with consistent messaging. Enhance your reach and effectiveness by using retargeting ads on platforms like Google Ads or LinkedIn to re-engage previous website visitors with tailored Black Friday-specific offers.
Prepare Your Infrastructure
Ensure your website, customer service team, and sales channels are equipped to handle the increased traffic and inquiries. Use analytics tools to monitor performance in real time and make adjustments as needed.
Learn and Iterate
Post-mortem reviews
Analyze what worked and what didn’t. Track metrics such as customer acquisition cost (CAC), return on ad spend (ROAS), and cart abandonment rates to refine future campaigns.
Black Friday Trends to Watch
Mobile-First Shopping
With a majority of purchases made via smartphones, mobile optimization is no longer optional. Fast load times, intuitive navigation, and seamless checkout processes are key.
Buy Now, Pay Later
BNPL continues to grow in popularity, making it a valuable addition for both B2C and B2B companies looking to increase conversion rates.
Sustainability Messaging
As shoppers grow more eco-conscious, promoting sustainable practices (e.g., eco-friendly packaging or donation-based campaigns) can set your brand apart.
Extended Sales Periods
Retailers are increasingly launching Black Friday deals well before the actual day, transforming the event into a week-long or even month-long shopping festival. This approach aims to capture early shoppers and alleviate the surge of last-minute purchases. New York Post
Emphasis on Essential Goods
In response to changing consumer priorities, some retailers are focusing their Black Friday promotions on essential items rather than luxury goods. This strategy caters to budget-conscious shoppers seeking value in everyday products. Reuters
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