Black Friday has become one of the most anticipated shopping events of the year for consumers and businesses alike. It marks the beginning of the holiday shopping season and provides an unparalleled opportunity for ecommerce businesses to significantly boost their online sales. For small businesses, having a well-executed Black Friday marketing strategy can be the key to success, enabling you to reach more customers, offer enticing Black Friday promotions, and outshine larger retailers.
According to Black Friday Global, during Black Friday, an average Emirati buys 4.2 products.
In this guide, we’ll explore how small businesses can prepare for Black Friday and Cyber Monday (BFCM) effectively, providing actionable tips on email marketing, social media, cart abandonment strategies, upselling, cross-selling, and much more. Whether you run an online store, a brick-and-mortar shop, or both, this guide will help you prepare for the busiest shopping season of the year.
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The history behind the White Friday sale
White Friday is the Middle Eastern equivalent of the successful Black Friday, which started as a tradition in the United States. It is an annual shopping event associated with Thanksgiving where customers are presented with thousands of sales, deals, and discounts on almost all products and services.
Emiratis plan to spend around 1068 AED per person in online and brick-and-mortar stores.
Related: 9 email campaign ideas for Black Friday deals
White Friday vs. Black Friday: key differences
While Black Friday has its roots in the United States, marking the beginning of the Christmas and end-of-year sales and shopping season, White Friday has become a significant event in the United Arab Emirates and other parts of the Middle East. Unlike Black Friday, which follows Thanksgiving, White Friday has been adapted to respect the cultural and religious sentiments of Islam. In places like Dubai and Abu Dhabi, White Friday doesn't just signify a shopping spree but is a testament to the region's rapid adaptation to global trends. While in the US, you might find deals on a range of products, in the UAE, top brands like Samsung, Apple iPhone, and Sony often offer exclusive White Friday deals, especially on laptops and consoles.
How did the White Friday tradition start in the Middle East?
White Friday started after Ronaldo Mouchawar, Souq.com’s CEO, noticed in 2014 how American shopping habits changed when discounts and deals were put front and center. He believed that something similar in the Middle East could be just as successful. He wanted to do an activity that raises awareness around eCommerce and at the same time increase web traffic, ultimately drive more sales for businesses.
However, there were several opinions about choosing a date other than November, such as linking it to Eid al-Fitr, Ramadan, or Hajj, for example, as a public holiday or regional occasion that fits the Arab world’s traditions. But then, they decided to rename the day from Black to White, as Friday represents a religious specificity and a social occasion for Arabs and Muslims in the region.
In 2020, online shoppers in the UAE planned to spend $400 on average on Black Friday.
After the success of Souq, many online and offline stores have adopted the same concept and started planning for this day every year with attractive deals and deals. Among the most popular online stores that offer the best White Friday offers and discounts are:
1. Understanding the importance of Black Friday for small businesses
Black Friday, and its digital counterpart Cyber Monday, are major retail events that generate billions of dollars in sales globally. What started as a one-day shopping frenzy has expanded into a week-long extravaganza, often referred to as BFCM. For small businesses, it represents a unique opportunity to tap into consumer demand for discounts, deals, and limited-time offers.
In regions like the Middle East, White Friday has gained prominence, particularly in places like the UAE and Saudi Arabia, where businesses see spikes in online shopping for everything from gadgets to kitchen appliances. With consumers primed to spend, small businesses must be ready to capitalize on this opportunity by offering exclusive deals and Black Friday sales.
Why Black Friday matters for small businesses:
- Increased Revenue: On average, businesses see a significant boost in online sales during Black Friday, with some reporting up to a 380% increase in revenue compared to regular days.
- New Customers: The event is an excellent opportunity to attract new customers, build your email list, and retain them with a solid loyalty program.
- Brand Awareness: By participating in this shopping event, your small business can gain valuable visibility, helping you compete against larger retailers.
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2. Setting realistic goals for Black Friday and Cyber Monday
Before diving into your Black Friday marketing campaign, it’s crucial to set realistic, measurable goals. Use data from last year’s Black Friday performance and benchmark against your industry to determine the following:
- Revenue Targets: What percentage increase in online sales do you aim for this year?
- Customer Acquisition: How many new customers do you hope to attract through targeted campaigns?
- Average Order Value (AOV): What strategies can you implement to increase your AOV, such as cross-sell and upsell tactics?
Once you have these goals in place, you can align your marketing strategies accordingly, ensuring that your Black Friday marketing strategy is data-driven and focused on outcomes.
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3. Website preparation: optimizing your online store
One of the first steps in preparing for Black Friday is ensuring that your online store is ready for the influx of traffic. Here are key elements to focus on:
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- Speed and Performance: With millions of consumers shopping online, slow websites can result in lost sales. Use tools like Google’s PageSpeed Insights to optimize your site and ensure it can handle a traffic spike.
- Mobile Optimization: According to reports, over 50% of online sales on Black Friday are made through smartphones. Ensure that your website is mobile-friendly and optimize the checkout process for mobile users to prevent cart abandonment.
- Website Security: With increased traffic comes the risk of cyberattacks. Use SSL certificates and other security measures to protect customer data during the shopping frenzy. Trust is key when consumers are entering their payment information.
- Optimized Landing Pages: Create specific landing pages for your Black Friday deals, featuring clear call-to-action buttons, discount codes, and product recommendations. Your homepage should prominently display these deals with banners, a countdown timer, and sneak peeks of what's to come.
Related: How to start an online store in 2024 – full guide
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4. Crafting compelling Black Friday promotions and discounts
Discounts are the cornerstone of any Black Friday marketing campaign, but how you structure them can make all the difference. Here are several strategies to consider:
- Early Access for Loyal Customers: Reward your loyal customers with early-bird access to sales. Offering them exclusive discounts before the general public can increase customer loyalty and drive early conversions.
- Flash Sales and Time-Limited Offers: Create flash sales that run for a few hours or a day, increasing the sense of urgency among shoppers. Pair these with countdowns on your site and in email marketing to encourage immediate action.
- Free Gifts and Bundle Offers: Incentivize larger purchases by offering a free gift with orders over a certain amount. Alternatively, create bundles of related products to increase your average order value.
- Exclusive Deals for New Customers: Use targeted marketing to offer first-time buyers discount codes or a gift card with their purchase, encouraging new customers to engage with your brand.
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5. Email marketing strategies for Black Friday
Email marketing remains one of the most effective channels for engaging your audience during Black Friday. To cut through the noise of crowded inboxes, your email marketing campaign needs to be personalized, timely, and compelling.
- Build and Segment Your Email List: Start early by building your email list through popups on your site offering Black Friday sneak peeks. Segment your list based on customer behavior, such as past purchases or engagement levels.
- Drip Campaigns and Automation: Set up automated drip campaigns that build excitement leading up to Black Friday. Use tools like Mailchimp or GoDaddy’s email marketing features to send out teaser emails, followed by promotions when the sale goes live.
- Cart Abandonment Emails: Incorporate automated cart abandonment emails to remind potential customers about incomplete purchases. Offering an extra discount or free shipping in these emails can help recover lost sales.
- Post-Sale Follow-Up: After Black Friday, send follow-up emails to thank customers and offer them special deals for Cyber Monday or Christmas shopping. Keep them engaged with your brand throughout the holiday shopping season.
Build trust with a domain-based email like you@yourdomain.com
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6. Leverage social media for maximum impact
Social media plays a critical role in spreading the word about your Black Friday promotions. By using a combination of paid and organic strategies, you can drive significant traffic to your online store. Here’s how:
- Create Buzz with Teasers and Hashtags: In the weeks leading up to Black Friday, use platforms like Instagram, Facebook, and X (formerly known as Twitter) to release teasers of upcoming deals. Incorporate popular hashtags like #BlackFriday2024 and #BFDeals to reach a wider audience.
- Interactive Content: Use interactive elements like polls, quizzes, and live videos to engage with your audience and make your promotions more fun and shareable. Running a giveaway can further incentivize participation.
- Collaborate with Influencers: Partner with influencers to showcase your products and increase brand visibility. Influencers can create unboxing videos or highlight the best deals you’re offering, helping you reach new customers.
- Paid Ads and Retargeting: Invest in paid ads on social media to boost your reach. Use retargeting ads to re-engage visitors who have shown interest in your products but haven’t made a purchase yet.
Related: How to sell on Facebook Marketplace
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7. Utilize SMS and push notifications
SMS marketing is a powerful tool, especially during Black Friday when consumers are constantly on their phones. Here’s how to incorporate SMS into your marketing efforts:
- SMS Alerts for Early Access: Send exclusive early access codes to your most loyal customers via SMS. Since open rates for text messages are much higher than emails, this ensures your **Black Friday offers** get seen.
- Push Notifications: If you have a mobile app, use push notifications to remind users about limited-time offers and flash sales. This direct line of communication can create a sense of immediacy.
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8. Enhancing the checkout process and preventing cart abandonment
A streamlined checkout process is crucial to prevent cart abandonment during White Friday. Here’s how you can optimize the experience:
- Simplified Checkout: Ensure your checkout process is as simple as possible. Remove unnecessary fields and allow guest checkout to make the process faster. Integrate popular payment methods such as PayPal, Apple Pay, and Google Pay.
- Cart Abandonment Recovery: As mentioned earlier, using abandoned cart recovery emails with incentives like free shipping or extra discounts can help recover lost sales.
- Exit-Intent Popups: When a customer is about to leave your website, use exit-intent popups to offer an additional discount or promo code, encouraging them to complete their purchase.
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9. Maximizing Cyber Monday and extending your promotions
Once Black Friday ends, don’t lose momentum. Cyber Monday provides an additional opportunity to drive sales, particularly for tech products like laptops, smartphones, and gadgets.
- Extend Your Black Friday Deals: Many businesses extend their Black Friday sales into the weekend, allowing shoppers more time to take advantage of the offers.
- Offer Exclusive Cyber Monday Deals: Differentiate your Cyber Monday deals from Black Friday by focusing on digital products, services, or tech items. Promote these deals heavily through email marketing, SMS, and social media.
- Create a BFCM Weekend Extravaganza: Turn Black Friday and Cyber Monday into a full weekend event. Offer rotating deals or flash sales throughout the weekend, keeping customers engaged and driving repeat traffic to your site.
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10. Analyzing results and planning for next year
The final step in your Black Friday marketing strategy is analyzing the results. Evaluate key metrics such as conversion rates, total revenue, cart abandonment rates, and the effectiveness of your email marketing campaigns. By understanding what worked and what didn’t, you can fine-tune your strategies for the following year.
Additionally, collect customer feedback through surveys or follow-up emails to gain insights into how you can improve the shopping experience for next year.
Related: How can I create a marketing strategy for my business for the new year?
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Conclusion
Black Friday and Cyber Monday offer immense opportunities for small businesses to thrive during the holiday shopping season. With the right mix of marketing tactics, well-planned Black Friday promotions, and a focus on customer experience, your business can boost online sales, attract new customers, and build long-lasting brand loyalty.
Start preparing early, use the strategies outlined in this guide, and leverage tools from platforms like GoDaddy to ensure your ecommerce store is ready for the shopping frenzy.
Frequently asked questions (FAQs):
What day do Black Friday sales start?
Black Friday sales traditionally begin the day after Thanksgiving, which takes place on the fourth Thursday of November. However, in recent years, many online retailers and in-store businesses have started offering White Friday deals earlier. In some cases, sales start as early as the beginning of November, with major platforms like Amazon and Best Buy promoting extended shopping events, including Prime Day and doorbuster sales leading up to the big day.
Shoppers line up early for the best bargains on items like televisions, airpods, and consoles. Best Black Friday deals often focus on home appliances, t-shirts, and popular video games. Additionally, wishlist features on platforms like Amazon allow customers to track products they want, ensuring they don’t miss out when the low prices hit. The Christmas shopping season also kicks off during this period, with shoppers grabbing bargains before the holiday sales really ramp up.
Whether you're shopping for robot vacuums, leggings, or washing machines, Black Friday shopping is the perfect opportunity to take advantage of deep discounts across various categories.
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Does Dubai have a Black Friday sale?
Yes, Dubai participates in Black Friday sales, but in the Middle Eastern region, it is commonly referred to as the White Friday sale. Initiated by Souq (now Amazon.ae), the concept of White Friday deals has become increasingly popular across the United Arab Emirates (UAE), especially in cities like Abu Dhabi, Kuwait, and Oman. During this period, both in-store and online retailers offer massive discounts on products ranging from beauty products to home appliances, such as samsung televisions and washing machines.
Amazon Prime members in Dubai and other parts of the UAE get early access to exclusive white friday deals. Additionally, big names like Carrefour and Amazon.ae provide enticing coupons and promotions during the event. Whether you’re shopping for unisex t-shirts, wallets, or air fryers, White Friday in Dubai is one of the best times of the year to get bargains on your wishlist items.
While White Friday is adapted for the region’s cultural needs, it aligns with the global Black Friday sales frenzy, making it an important part of the holiday shopping season.
Related: How to sell on amazon UAE: 5 essential steps in 2024
Is Black Friday good for marketing?
Yes, Black Friday is highly effective for marketing, especially for small businesses looking to boost sales and reach a wider target audience. The Black Friday shopping event is one of the most anticipated days of the year, and it provides an ideal opportunity to promote new products, offer last-minute deals, and build strong customer loyalty with VIP programs.
Major brands like Amazon, Walmart, and Best Buy use Black Friday marketing ideas like offering discounts, launching exclusive black friday offers, and using real-time data to target specific demographics. Many companies also focus on digital marketing strategies, such as black friday email campaigns and referral programs, to engage customers and drive traffic to product pages.
Black Friday isn’t just about immediate sales. Businesses can use the event to create long-term relationships with their customers by offering referral incentives, VIP access, and engaging holiday sales templates. Leveraging real-time marketing data to personalize deals helps businesses stand out in a crowded marketplace.
How to market White Friday sales?
To effectively market Black Friday sales, businesses should start by identifying their target audience and crafting a compelling Black Friday marketing campaign that offers clear value to shoppers. This can be done through several approaches, including using digital marketing tactics like black friday email campaigns, template designs for engaging emails, and countdown timers on product pages to create a sense of urgency.
Offering exclusive discounts or bundling items like smartwatches, vacuum cleaners, and televisions can help attract attention. In addition, real-time promotions on popular items like consoles, ipad, and airpods can increase engagement and boost your wishlist additions.
Using social proof and referral incentives, such as coupon codes or VIP early access, are excellent ways to get existing customers to spread the word about your black friday offers. For online businesses, optimizing the shopping cart and checkout experience helps reduce abandoned carts. Promotions like free shipping or giveaways of t-shirts, hoodies, and leggings can further incentivize purchases. Overall, a combination of best black friday deals, clear messaging, and strong digital presence will help boost sales.
