Yes or no to Black Friday sales?
Black Friday is one of the biggest shopping events of the year, and for many businesses, it’s a prime opportunity to boost sales, attract new customers, and clear out inventory. However, before jumping in headfirst and slashing prices, it's important to carefully consider whether a Black Friday promotion is right for your business this year. Here are some key factors to help you decide.
ASSESS YOUR BUSINESS’S FINANCIAL HEALTH
Black Friday promotions can generate a significant uptick in sales, but they also come with costs. Discounts eat into your profit margins, and running a successful campaign requires investment in marketing, inventory, and possibly additional staffing to handle the increased demand.
Before committing to a promotion, take a close look at your business’s financial health. Are you in a position to offer substantial discounts without putting too much strain on your bottom line? If your cash flow is tight, a Black Friday promotion might not be the best choice unless you have a solid plan to manage costs.
UNDERSTAND YOUR AUDIENCE
The effectiveness of a Black Friday promotion depends on your ability to attract the right customers. If your target audience is price-sensitive or actively looks for discounts during the holiday season, then Black Friday could be the perfect time to increase visibility and generate sales.
However, if your customers tend to prioritize quality over price or are not particularly drawn to holiday shopping events, a deep discount might not resonate as strongly. Consider whether your brand values align with the types of offers commonly seen on Black Friday, such as steep discounts or bundle deals. Sometimes, offering something special like limited-edition products or early access to new collections may be more in line with your brand identity than a price cut.
EVALUATE YOUR CAPACITY TO HANDLE INCREASED DEMAND
Black Friday typically brings a surge in demand, which can be both exciting and overwhelming. Before launching a promotion, assess whether you have the infrastructure in place to handle a spike in orders, website traffic, and customer service inquiries. For businesses with a limited team or capacity, the increased volume can lead to delays, mistakes, and frustrated customers.
Do you have enough stock to fulfill the orders? Will your fulfillment team be able to process and ship items quickly? If you’re running an online store, ensure that your website can handle increased traffic to avoid crashes or slow load times, which could drive potential customers away.
CONSIDER YOUR COMPETITORS
Black Friday is fiercely competitive, and many businesses offer eye-catching discounts and promotions. Before jumping in, take a look at what your competitors are doing. If everyone in your industry is running promotions, it might feel like a necessity to join in—but offering discounts just for the sake of keeping up could hurt your brand in the long run.
Think strategically about how you can differentiate yourself. Rather than just slashing prices, consider value-added promotions like free shipping, loyalty rewards, or exclusive bundles. The key is to offer something that entices customers without eroding your brand’s perceived value.
STRATEGIC TIMING
Timing is critical when it comes to Black Friday. You don’t have to wait until the day itself to start promoting deals. Many businesses launch early access sales or pre-Black Friday promotions, which can help you stand out from the crowd and create a buzz before the big day. Additionally, offering exclusive deals or sneak peeks for loyal customers can build excitement and loyalty without the pressure of competing head-to-head with everyone else.
PROMOTE IT BY STANDING OUT
The final piece of the Black Friday puzzle will be how to stand out in the marketplace that will be VERY noisy over this trading period. What type of content can you create that will entertain your audience and make your Black Friday offer irresistible (and your brand memorable)? A content strategy will provide a solid framework to work from, giving you a comprehensive view of all of the content types you’ll be using to talk up your offer: from EDMs, to Reels, social media to website banners.
Running a Black Friday promotion can offer significant benefits—if done strategically. By considering factors such as your business’s financial situation, audience preferences, capacity, and competitive landscape, you can make an informed decision about whether participating in this shopping event aligns with your goals. If the timing is right and you have the resources to back it up, Black Friday can be an excellent opportunity to increase sales and grow your customer base. If not, it might be wiser to skip the discounting frenzy and focus on building long-term customer loyalty with unique offers that align more closely with your brand’s values.
And if you need help putting together a content strategy - and putting it into action - we’re here to help! Book your FREE 30 minute discovery call and let’s get your Black Friday promotion underway.
