Still, creating a buzz around your business during the Black Friday frenzy requires more than just slashing prices — it demands strategic partnerships and a smart marketing strategy. An effective marketing strategy caters to both existing and potential new customers. 

“Integrated marketing offers opportunities to break through to consumers in new markets,” said Betsy Holden, Senior Advisor at McKinsey & Co. 

Integrated marketing also engages existing customers, driving excitement about your products and your brand ahead of the holidays. Of course, having great marketing is important year-round, and there are many big sales events after Thanksgiving leading up to the holiday season. Why focus on Black Friday? Let’s explore below.

What Are the Best Black Friday Marketing Strategies?

Black Friday presents an unparalleled sales opportunity for businesses due to its ability to drive substantial revenue and customer engagement. Characterized by significant discounts and promotions, this annual shopping event attracts a massive influx of eager shoppers online and in-store. 

“For businesses, Black Friday offers a chance to boost sales figures, clear excess inventory, and attract new customers through strategic marketing initiatives,” explains Brianna Bitton, Co-Founder of O Positiv. “Capitalizing on Black Friday urgency can give any business a boost.” 

The sense of urgency created by limited-time offers motivates consumers to make purchasing decisions, leading to increased sales volumes and heightened brand visibility. In just one day, businesses can maximize profits, enhance customer loyalty, and establish a strong competitive edge in the market.

#1 – Create Strategic Partnerships

Forging partnerships with other local businesses might be an unorthodox Black Friday strategy, but it can be a powerful tool to drive sales when used properly. A partnership can allow you to merge customer bases and build on existing excitement over other storefronts. 

“Strategic partnerships open the door to new customer segments,” states Monte Deere, CEO of Kizik, a company that specializes in slip on shoes. “When businesses with aligned interests come together, they create a synergy that attracts a broader audience.” 

Imagine a bakery teaming up with a local florist to offer a 10% discount on bouquets with every pastry purchase. Collaborations like these provide added value to customers, increasing the likelihood that they’ll buy both products. Plus, they create a buzz around both businesses that customers will remember long after Black Friday is over. 

#2 – Bundle Products

Slashing prices is one way to attract customers to your store on Black Friday; bundling products is another. 

“Bundles create a sense of value for customers,” shares Scott Chaverri, CEO of Mito Red Light, a company that helps customers enjoy the benefits of red light therapy at home. “By pairing products intelligently, businesses offer a more appealing deal, enticing shoppers to make a purchase they might not have considered otherwise.” 

Bundling products together doesn’t have to require doing a BOGO or 2-for-1 deal. It could be as simple as placing complementary products near each other to entice customers to buy them both. On the other hand, it could mean offering a small discount on one product with the purchase of another. 

#3 – Get Involved With Your Community 

Getting involved in community events or charities in the weeks leading up to Black Friday is an effective way to create goodwill for your brand and get eyes on your products before the holidays begin.

“Being a part of local events not only showcases your brand but also demonstrates a commitment to the community,” notes Richard Li, Co-Founder of July, a company that offers some of the best carry on luggage on the market. “Customers are more likely to support businesses that actively participate in local initiatives.” 

This might mean collaborating with other local businesses or partnering with a charity or even individuals who regularly come into your store. The resulting cross-promotion from these types of collaborations benefits all involved parties and generally results in positive free marketing for your brand.

#4 – Create Interactive Social Media Campaigns

Social media is a crucial aspect of any marketing strategy. To avoid or under-utilize social media platforms means neglecting a possibly major piece of the customer pie. Interactive campaigns, in particular, can drive engagement that then turns into foot traffic on big days like Black Friday. 

“Interactive campaigns increase engagement,” says Marcus Hutsen, Business Development Manager of Patriot Coolers. “Polls, quizzes, and challenges grab attention and encourage active participation, creating a memorable online presence for your brand.” 

With the right social media presence, customers may even begin to look forward to seeing your posts, which fosters an automatic sense of goodwill and increases the likelihood that they’ll show up for sales events like Black Friday. Short-form video content, such as TikTok and Instagram Reels, is an especially powerful tool.

#5 – Implement Exclusive Early Access

Nothing drives purchases quite like the twin forces of urgency and exclusivity. Customer rewards programs or presale deals make your customers feel valued and appreciated while boosting your sales. 

Maegan Griffin, Founder, CEO and nurse practitioner at Skin Pharm advises, “Offer early access to your most loyal customers. This not only makes them feel valued, but it also fosters a sense of exclusivity which strengthens their loyalty and encourages repeat purchases.” 

Your digital presence is crucial to getting the word out about loyalty programs and presales. Asking customers if they are part of the membership or rewards program should also be a regular part of the checkout process. 

#6 – Seamless Offline and Online Integration

Ensuring a seamless integration between your offline and online presence makes shopping frictionless — and more enjoyable for customers. 

“Customers expect a unified experience,” notes Ryan Rottman, Co-Founder and CEO of OSDB. “Your online promotions, discounts, and product availability should align seamlessly with your in-store offerings.”

A consistent experience builds trust, and trust turns into customer engagement and purchases. In an economy where a large number of consumers now do their shopping digitally, having a digital presence that corresponds identically with your real-life shop can translate into sales on big shopping days like Black Friday.

#7 – Use Data-Driven Analytics

Data analytics are always a powerful business tool, but never more so than when crafting a critical marketing strategy. Data-backed decisions tend to be more effective and less wasteful of labour and expenses.

“Data-driven insights provide a deep understanding of customer behaviour,” says Julia Kahlig-Garuba, CEO and Founder of Herb & Root. “By analyzing purchase patterns and preferences, businesses can tailor their Black Friday offers to resonate with their community’s specific interests.”

Data analytics are potentially the best way to understand your target audience, which is crucial for successful marketing. This type of information collection should take place in the weeks leading up to Black Friday. 

#8 – Create Customer Profiles

Another key way data analytics can contribute to a successful marketing campaign is by helping you build customer profiles. Gather information on customer demographics, shopping behaviours, and preferences to construct profiles of your most frequent shoppers. 

“The customer profile is just a more robust look at your target audience,” advises Andrew Chen, Chief Product Officer of CommentSold, a company that specializes in Shopify live selling. “On a day when you’re getting possibly your largest sales volume ever, that data is going to be essential to making a sharp-eyed marketing campaign that doesn’t just pander to the lowest common denominator.” 

Building a customer profile requires a baseline volume of customer data, as well as a powerful analytics tool to assess that data. Get started early so you don’t find yourself scrambling for insights in the days leading up to Black Friday.

#9 – Gather Customer Feedback

Finally, one of the most important steps to your Black Friday strategy is: Engage with customers after the fact to gather feedback and continue developing a rapport. 

“Following up with customers shows that you value their business,” says Rachel Drori, CEO and Founder of Daily Harvest, a company known for their healthy meal delivery service. “Send thank-you emails, request feedback on their shopping experience, and use this information to enhance future marketing campaigns.”

Building a relationship after the sale is just as crucial as making the sale itself. Again, this is where a strong online presence can make a huge difference in your outreach and marketing tactics. 

An Unmissable Opportunity

Black Friday is a gold mine for businesses looking to boost sales, develop customer relationships, and create growth into the holiday season. A strategic marketing campaign is necessary to take advantage of this opportunity and not miss out on the sales numbers and conversion rates it provides. Even if you haven’t invested in a long-term marketing strategy before, some time and thought put into your Black Friday strategy is better than nothing. 

As Sam Walton, CEO of Walmart, once said, “High expectations are the key to absolutely everything.” 

When developing your sales and marketing plan for Black Friday, set the bar high for you and your staff, and consider all possible avenues for marketing. Not only will you support a positive relationship with your existing customers, but you may also reach new audiences and new potential lifelong consumers.