Black Friday in e-commerce – what do you need to know?

Every year on what is known as Black Friday, we see a veritable shopping frenzy. On this day, huge numbers of internet users hunt for attractive discounts to buy their dream products online at the lowest possible prices. It’s also an excellent opportunity for e-commerce platform owners – on Black Friday, they can attract new customers and keep them coming back. Find out exactly what Black Friday is and how to prepare for it.

Black Friday – a time for shopping bargains

As the e-commerce sector grows and online shopping becomes increasingly popular, consumers are becoming more and more demanding. They are on the lookout for unique bargains and compare different offers, whilst shops are competing to offer a wide variety of discount codes and in organising promotional campaigns. One of the most important days, not only for bargain hunters but also for retailers, is Black Friday, which has made its way over from the United States. Immediately after Thanksgiving, Americans are swept up in a shopping frenzy and are happy to spend hundreds, or even thousands, of dollars. It’s hardly surprising – on Black Friday, prices are slashed by up to 90 per cent. As you can see, the scale of it is enormous.

In Poland, Black Friday is now a well-established event, and year on year we are seeing ever-greater competition and more extensive promotional campaigns. Customers expect genuine discounts and are increasingly comparing past prices, which is why promotions must be authentic and attractive to capture their interest. A major discount across the entire range is definitely something worth noting. Customers will feel satisfied with their purchases – not only will they save money, but they’ll also discover new products and put together Christmas presents for their loved ones. It is worth noting that Black Friday always takes place on the last Friday in November, although most shops extend their promotions to cover Black Week or Black Month.

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Black Friday – how to prepare for it?

What can you do on Black Friday to attract as many potential customers as possible and encourage them to shop at your online store? How can you then keep them coming back? First and foremost, it’s best to plan your strategy straight away – remember that the competition never sleeps and is also working hard to put together excellent offers! For this reason, try to develop the best possible offer for your customers by keeping an eye on your competitors. How? You can use price comparison sites, market monitoring tools and AI-powered solutions that analyse your competitors’ activities in real time. Based on the insights you gather, you’ll easily be able to create discount codes with a bigger discount and arrange some extra perks.

On days like Black Friday It will be extremely important for your e-commerce platform to function properly – if set up correctly, it will ensure you achieve a high conversion rate. It should be intuitive, clear and straightforward – this makes shopping much easier and quicker. Above all, an online shop must be functional, so avoid ‘distractions’ and ensure easy navigation. Next, ensure that your platform operates in a cloud environment with auto-scaling and a CDN, so that it can handle a sudden surge in traffic without any issues.

Black Friday – marketing campaigns

To achieve sales success on Black Friday, you need to focus on specific marketing campaigns. On this day, traditional promotional activities work particularly well, including: discount codes, vouchers, free delivery, extended return periods and loyalty schemes. However, to ensure customers can take advantage of the discounts on offer, it’s worth using various online marketing channels to generate interest. Here are a few examples of effective campaigns:

1. Email marketing

Black Friday This is the perfect opportunity to put together a small email campaign. It could include special discount vouchers for subscribers, provide details of Black Friday offers, and invite them to visit the company blog.

2. Engaging users on social media

These days, consumers are keen to use social media. During Black Friday, short videos on social media, live streams and content created by micro-influencers are breaking popularity records. This offers huge opportunities to engage with the brand’s followers and attract new users with special offers.

3. Providing additional benefits

Offering great deals is, of course, essential, but how can you stay two steps ahead of the competition? It’s worth introducing, for example, free delivery or the option to return products free of charge for up to several months after the purchase.

It’s also worth ensuring there are additional places where customers can find your products. You can join the sellers on the InPost Von Halsky channel. This is another way to reach new customers with your online shop’s range. Read on, How to join the network of sellers on InPost Mobile.

Black Friday – a busy time for courier services

Black Friday is one of the busiest periods in logistics. It is important to bear in mind that adequate support will be needed to ensure the smooth running of the sales platform courier company. Although it is difficult to estimate with certainty what the results in Black Friday Before the goods reach the shop, it is best to be prepared for any eventuality by ensuring adequate logistical support. Ongoing communication is a key aspect of working with a carrier. Ideally, information on the current status of orders and agreed forecasts should be provided daily, which will help streamline the process of dispatching and receiving parcels.