Black Friday Quick Wins - Time-Sensitive Strategies for Success
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With Black Friday right around the corner, there’s no time to waste! For small and medium-sized businesses, navigating the holiday rush can be daunting, but a few key tactics can make all the difference. Whether you’re aiming to increase average order value, optimize mobile checkout, or boost social proof, this guide has actionable, last-minute strategies designed to make an impact right now. Here’s how your SMB can take advantage of Black Friday without breaking the bank—or getting lost in the crowd.
Fast Facts That Matter Now
Quick insights to keep in mind as you strategize your Black Friday approach:
42% of holiday shoppers start early, while 38% are last-minute buyers.
54% of holiday sales are expected to come from mobile commerce.
Voice search has surged 35% over the past year.
64% of Black Friday shoppers will return for more holiday purchases.
Black Friday customers spend 1.8x more than non-Black Friday shoppers during the season.
Step-by-Step Guide for SMBs with Detailed "How-To" Instructions
1. Mobile Search & Journey Optimization
Why It Matters: With over half of holiday sales coming from mobile, your website must be mobile-friendly and engaging to keep customers from bouncing off your page.
How-To Guide for SMBs:
Revamp Meta Descriptions:
Go to your website’s CMS or SEO tool (like Yoast or RankMath in WordPress).
Edit meta descriptions for key pages (home page, top product pages, and category pages).
Include enticing phrases like “Fast Shipping,” “Exclusive Black Friday Deals,” and “Limited Time Offer” to attract clicks.
Keep descriptions between 50-160 characters for optimal display on search engines.
Add Black Friday Keywords to Titles:
Identify your top-selling or most-searched-for products.
Update product titles in your CMS by adding keywords like “Black Friday,” “Holiday,” or “Gift.”
Example: Change “Wireless Earbuds” to “Wireless Earbuds – Black Friday Special.”
This helps capture search traffic specifically looking for holiday deals.
Streamline Mobile Checkout:
Perform a mobile audit on your site to see how many steps the checkout process currently takes.
Aim for three steps: Add to Cart > Enter Information > Confirm Purchase.
Use a mobile-friendly checkout tool like Shopify’s “Shop Pay” or WooCommerce’s “One-Page Checkout” to reduce friction.
Create "Shop The Look" Sections:
Group products that complement each other, such as clothes and accessories, or skincare bundles.
Set up a "Shop The Look" section on product or category pages so customers can add multiple items to their cart with one click.
This can often be set up with plugins or page builders, or check your e-commerce platform’s settings to see if it has a pre-built module.
Include “Frequently Bought Together” Widgets:
Use a “Frequently Bought Together” app or plugin on Shopify, WooCommerce, or BigCommerce.
Select products that make sense to be bought together and manually configure the widget to highlight these combos.
For example, if a customer is viewing a laptop, show accessories like cases, chargers, and screen protectors as add-ons.
2. Strategic Average Order Value (AOV) Boosters
Why It Matters: Increasing the average order value on each sale can make a big difference in your revenue, especially when you’re trying to stand out in a competitive market.
How-To Guide for SMBs:
Set Free Shipping Thresholds:
Analyze your current average order value (AOV) using Google Analytics or your e-commerce dashboard.
Increase the free shipping minimum by about 20% above your current AOV (e.g., if your AOV is $50, offer free shipping for orders over $60).
Clearly display this threshold on the cart page and throughout the checkout to encourage larger orders.
Implement Tiered Discounts:
Set up a promotion in your e-commerce platform or use a plugin to create tiered discounts.
Example tiers: Spend $100, get 15% off; spend $150, get 20% off; spend $200, get 25% off.
Advertise these discount levels on your home page, product pages, and checkout to remind customers of the savings they’ll unlock by spending more.
Bundle Products Together:
Use a “Product Bundles” app or plugin to create pre-set bundles that offer a small discount when purchased together.
Choose complementary products that are frequently purchased together or items that make sense in a set (e.g., skincare regimen or complete dinnerware set).
Display these bundles on relevant product pages to encourage easy add-ons.
Add Gift Wrap Options:
In your cart settings, offer gift wrap as an add-on for a small fee ($5–$10).
Make sure to show a preview or description of the gift wrap option to entice customers.
This can easily be done using plugins like “Gift Wrap Plus” on Shopify or custom checkout options on other platforms.
Use “Add One More Item” Messaging:
Set up a notification on the cart page that reminds customers when they’re close to the free shipping threshold (e.g., “Add $10 more for free shipping!”).
Use apps like “Ultimate Sales Boost” on Shopify or “WooCommerce Cart Notices” to automate these messages.
Display Popular Add-Ons at Checkout:
During checkout, suggest related products that enhance the primary purchase (e.g., lens wipes for cameras or batteries for toys).
Some platforms offer this natively, or use apps that allow for cross-selling at checkout to increase cart value.
3. Consumer Journey Optimization
Why It Matters: A smooth, personalized customer journey increases the likelihood of conversion and helps build customer loyalty.
How-To Guide for SMBs:
Smart Product Recommendations:
Use an AI-driven recommendation tool like “LimeSpot” or “Personalizer” to suggest relevant products based on the customer’s current cart.
Enable recommendations on product and checkout pages to guide customers toward related or upgraded items.
Post-Add-to-Cart Suggestions:
Once a customer adds an item to their cart, trigger a pop-up suggesting complementary products.
For example, if someone adds a camera to their cart, suggest a memory card or carrying case.
This can often be configured in your platform’s settings or by using cart-boosting apps.
Time-Limited Bundle Offers:
Create bundle offers with a countdown timer to drive urgency.
Place these offers on cart or checkout pages, emphasizing the limited availability.
Use apps like “Countdown Timer Ultimate” on Shopify or a WooCommerce countdown plugin.
Inventory Counters:
Display real-time stock availability with notifications like “Only 5 left in stock!”
This can be achieved with apps or plugins that automatically update inventory visibility, creating urgency.
Display Savings Prominently:
On the cart or product pages, calculate and show customers their total savings (e.g., “You’re saving $20!”).
This can be displayed with custom code or through plugins that emphasize savings for added motivation.
Gift Card Upsells:
For orders over a certain value, suggest adding a gift card.
Set up an automatic prompt at checkout that encourages customers to add a gift card, making it a convenient option for holiday gifting.
4. Social Proof for Rapid Conversions
Why It Matters: Social proof builds trust and can boost conversions by creating urgency, especially if customers see others enjoying your products.
How-To Guide for SMBs:
Highlight Top Reviews in Social Media Stories:
Pick the top three reviews for your best-selling products.
Share these reviews on Instagram, Facebook, and TikTok stories, using visuals of the product to build credibility.
Use Real-Time Inventory Counters:
Show live inventory updates (e.g., “Only 3 left!”) on popular items to create urgency.
Shopify apps like “Hurry Up” or WooCommerce’s “Product Countdown” plugin can automate this feature.
Prominently Display Shipping Deadlines:
Let customers know the last day they can order for guaranteed delivery by using a banner at the top of your site or on product pages.
This deadline messaging can be added manually or with tools like “Countdown Timer Bar” to highlight urgency.
“X People Bought This” Notifications:
Set up a notification that shows how many people recently purchased an item (e.g., “25 people bought this today!”).
Apps like “Fomo” or “Sales Pop” can display recent purchases to build social proof.
Badge “Best Value” Products:
Label popular bundles or best-selling items with badges like “Best Value” to guide customer choices.
Use platform tools or design features to add badges on product photos or descriptions.
Top-Rated Badges for Popular Items:
Mark your most-loved items with a “Top-Rated” badge based on customer ratings.
Showcase these badges in search results and on product listings to attract attention to high-quality items.
5. Holiday Season Retention Setup
Why It Matters: Retaining customers through the holiday season means you can continue to build relationships and increase sales without starting from scratch.
How-To Guide for SMBs:
Create a “Black Friday VIP” List:
In your email marketing platform, segment customers who spent above a certain amount or bought multiple times.
Send exclusive offers to this VIP segment in December to encourage continued engagement.
Set Up Abandoned Cart Retargeting:
Use retargeting ads on Facebook, Instagram, and Google to bring back customers who abandoned their carts.
Target high-value carts specifically, and use ad copy that reminds customers of limited stock or holiday deadlines.
Encourage Repeat Purchases with Bundle Offers:
Design bundles that make sense as gifts or for personal use, offering a slight discount to incentivize return purchases.
Promote these bundles in follow-up emails or targeted ads in early December.
Promote “Complete Your Gift List” Messaging:
In your December marketing, remind customers that there’s still time to complete their holiday shopping.
Use email and site banners to keep the message top of mind for return shoppers.
VIP Early Access for Top Customers:
For high-value customers, offer exclusive early access to holiday deals or special discounts.
Segment your email list and social media ads to reach these high-value shoppers with exclusive access or early-bird sales.
Timing Your Follow-Up
How-To for Timing Follow-Ups:
Schedule a follow-up email series for Black Friday shoppers to return within a week after their purchase.
For December, focus follow-up emails or retargeting ads around December 15–20, emphasizing last-minute shopping opportunities and holiday deals.
Implementation Checklist
1. Mobile Optimization
Audit Site for Mobile Responsiveness: Check all product pages, cart, and checkout to ensure they display properly on mobile devices.
Reduce Load Time: Compress images, enable caching, and test your site speed on tools like Google PageSpeed Insights to keep load times under 3 seconds.
Streamline Checkout Process: Ensure checkout is no more than three steps to minimize drop-offs.
Optimize Product Titles and Descriptions: Add keywords like “Black Friday” and “Holiday Deals” to boost search visibility.
Enable Mobile-Friendly Payment Options: Set up popular payment methods, such as Apple Pay, Google Pay, and PayPal, to facilitate a smooth mobile checkout.
2. Social Proof Elements
Set Up Real-Time Notifications: Display notifications that show recent purchases, such as “20 people bought this today,” using apps like Fomo or Sales Pop.
Add “X Left in Stock” Counters: Use inventory counters on popular products to create urgency.
Display Top Reviews and Ratings: Feature top customer reviews on product pages and in social media posts to build trust.
Use Shipping Cutoff Reminders: Display deadlines for guaranteed holiday delivery with a countdown timer, especially on the cart and checkout pages.
Highlight Popular Products with Badges: Use “Best Seller,” “Top Rated,” and “Most Popular” badges on key items to guide customer choices.
3. Black Friday Segmentation
Create VIP and High-Spending Segments: Identify high-value customers from previous Black Friday sales and place them in a VIP list for exclusive offers.
Set Up Abandoned Cart Segmentation: Segment customers who abandon high-value carts and set up targeted reminders.
Engage First-Time Visitors: Tag first-time visitors during Black Friday to retarget them with holiday offers in December.
Create a “Holiday Browsers” Segment: Track customers who visit specific holiday-related product pages and target them with additional recommendations.
Include Gift-Givers Segment: Tag customers who add gift wrap or multiple items to their cart, and retarget with messaging focused on “complete your gift list” or bundle offers.
4. December Retention Campaigns
Plan “Complete Your Gift List” Messaging: Schedule automated emails for mid-December to remind shoppers of items they viewed but didn’t purchase.
Create VIP Early Access Deals: For top-tier customers, plan special early-access sales for December to encourage repeat purchases.
Set Up Post-Purchase Follow-Ups: Trigger emails for Black Friday shoppers, offering complementary products or bundles to encourage additional purchases in December.
Abandoned Cart Retargeting for High-Value Carts: Use targeted ads and emails to retarget high-value carts that were abandoned, focusing on urgency.
Bundle Offers for Return Customers: Design attractive bundle offers specifically for December to drive additional purchases from your Black Friday buyers.
5. Holiday Bundle Offers
Set Up “Bundle & Save” Options: Create bundles of complementary products and offer a slight discount to encourage larger purchases.
Use Countdown Timers for Limited Bundles: Display a countdown timer on bundle offers to drive urgency, emphasizing “limited-time holiday bundles.”
Promote “Giftable” Bundles: Clearly mark giftable bundles with badges like “Perfect Gift Set” to attract holiday shoppers looking for complete presents.
Add “Frequently Bought Together” Widgets: Highlight related products on product pages and encourage shoppers to add these as a bundle.
Customize Bundle Offers for Different Budgets: Create bundles at various price points (e.g., under $50, under $100) to appeal to a range of shoppers.
6. Website and Marketing Content Updates
Create a Black Friday Landing Page: Showcase all deals and special offers in one central location to make navigation easy for customers.
Update Banner Ads and Pop-Ups: Set up site-wide banners or pop-ups to announce Black Friday and holiday deals.
Use Urgent Language in Headers and CTAs: Phrases like “Limited Stock,” “Last Chance,” and “Hurry, Ends Soon” drive action.
Highlight Free Shipping Thresholds: Place a reminder on every product and cart page showing how close the customer is to qualifying for free shipping.
Add Gift Card Options to Product Pages and Checkout: Promote gift card sales as an option for last-minute shoppers, especially in December.
7. Email and SMS Marketing Setup
Design Black Friday Email Campaigns: Schedule a series of emails leading up to and on Black Friday, including previews, exclusive offers, and last-chance reminders.
Set Up Automated SMS Alerts: For time-sensitive offers, send SMS notifications to VIP customers or anyone who opts in for Black Friday alerts.
Implement Abandoned Cart Emails: Set up a series of abandoned cart emails with discounts or urgency reminders to recover lost sales.
Send “Hurry, Only X Left!” Notifications: Use SMS or email to let customers know when popular items are running low on stock.
Launch Post-Purchase Thank-You Emails with Upsell Offers: Encourage further purchases by suggesting complementary items or bundles in follow-up emails.
8. Analytics and Tracking
Set Up Google Analytics Goals: Track specific Black Friday goals, like conversions, average order value, and cart abandonment rates.
Monitor Real-Time Traffic: On Black Friday, keep an eye on real-time analytics to identify any potential issues or opportunities for quick adjustments.
Track Key Campaign Metrics: Regularly review metrics such as open rates, click-through rates, and conversion rates for email and SMS campaigns.
Review Heatmaps on High-Traffic Pages: Use heatmaps to analyze where customers are clicking and ensure that CTAs and important messages are well-placed.
Adjust Ad Spend Based on Performance: Monitor the performance of paid ads, especially if running PPC or social media ads, and adjust budgets as needed.
9. Customer Service Preparation
Ensure Live Chat Support is Ready: Have live chat support ready to assist shoppers with last-minute questions or issues.
Prepare Automated Responses for FAQs: Create quick answers for common questions related to Black Friday deals, shipping, and returns.
Increase Customer Service Staff if Possible: Consider adding extra support staff during peak times to handle an increase in queries.
Enable Order Tracking for Customers: Make it easy for customers to track their orders by including links in confirmation emails and a tracking page on your site.
Prepare a Clear Returns Policy: Ensure your returns policy is visible on product pages and the checkout page to avoid any confusion or friction.
10. Final Testing
Test Checkout Flow on Desktop and Mobile: Ensure that checkout works smoothly across devices and browsers.
Double-Check Discounts and Promo Codes: Verify that all discounts, bundles, and promo codes apply correctly to prevent any issues at checkout.
Run a Load Test: Ensure your website can handle the increased Black Friday traffic. Use tools like LoadImpact or Pingdom for testing.
Test Abandoned Cart Triggers: Verify that all abandoned cart emails, SMS, and push notifications trigger as expected.
Conduct a Speed Test Before Launch: Use Google PageSpeed or GTmetrix to ensure your site is optimized and fast for holiday traffic.
For SMBs, maximizing Black Friday success is about focusing on what works fast. This guide gives you tools to optimize your site, boost conversions, and engage customers even beyond Black Friday. Each step in this plan is designed to drive immediate impact without requiring major overhauls. By taking advantage of these straightforward tactics, you can make your Black Friday efforts pay off—not just for a day, but throughout the holiday season.