Kickstart Your Black Friday Shopping With These 4 Must-Have Deals

By | 09/11/2022

The inaugural has started, but there’due south still time to optimize your Black Friday ecommerce sales strategy for the year.

The 2021 The states holiday shopping flavour posted the strongest retail growth in over 20 years, bringing in over $ane.2 trillion—a growth rate of xvi.1% year over yr (YoY). EMarketer reports that Cyber Monday was the heaviest online spending twenty-four hours, climbing one.1% to $10.9 billion, followed by Black Friday sales, bringing in around $9 billion.

Because shoppers spent nearly $20 billion during Black Fri Cyber Monday last twelvemonth, online stores should get in a priority to generate fizz and sell more than during these lucrative shopping holidays.

Are your team and website set for the boost in traffic and transactions on all these upcoming dates? Here are 18 Blackness Friday marketing ideas to go you started.

Table of contents

  1. What is Black Friday?
  2. Black Friday vs. Cyber Monday
  3. xviii Black Friday marketing strategies for your ecommerce store
  4. Preparing your ecommerce shop for Black Friday Cyber Monday: A contingency plan

What is Black Friday?

The day later on Thanksgiving in the United states is Blackness Friday and unofficially marks the start of the holiday shopping flavor. Both online and brick-and-mortar retailers offer deep discounts on Black Friday, and most start their sales around midnight on Thanksgiving evening.

In the beginning, Blackness Friday was a one-day in-shop shopping upshot. Thanks to the ascension of ecommerce, online retailers besides began offer Cyber Monday sales in 2005. As with Black Friday, Cyber Monday takes place on the Monday after Thanksgiving and focuses on online sales.

Blackness Fri vs. Cyber Mon

Blackness Friday is an in-store and online shopping outcome that takes place the day afterwards Thanksgiving. Cyber Monday is an online-only outcome that takes identify afterward Black Friday.

At present, retailers routinely extend Black Friday sales beyond Thanksgiving weekend and into Cyber Monday. Influencer marketing, social media, Messenger, and SMS, are among the means in which they promote deals through mobile commerce trends.

Retailers also like keeping things fresh to make sure people stay interested. Clothing retailers, for instance, may offer l% off everything on Blackness Friday, 30% off everything on Sat, purchase one, become 1 (BOGO) on Sunday, and so run a mix of different promotions exclusively online on Cyber Monday.  Overall, Black Friday weekend is a popular shopping event for consumers. In 2021, BCFM information showed that the average Shopify merchant saw an average cart toll of $100.70, with peak sales per minute beyond all Shopify merchants totalling $3.i million.


eighteen Black Friday marketing strategies for your ecommerce store

Black Friday is a major marketing event for online brands. It’due south a hazard to take reward of heightened consumer interest, and a good opportunity to experiment with new marketing and advertizing tactics. To get you geared up for Black Friday 2022, we’ve compiled a list of eighteen marketing strategies you can use to boost traffic and sales through your ecommerce store.

1. Run deep Black Friday deals

“Y’all tin can’t get into Black Fri and put 15% off, twenty% off and expect to do well,” says Chase Fisher, founder, and CEO of Blenders Eyewear. “Everything comes downwards to your offer—it’s the one fourth dimension out of the year you can lower your prices without feeling like yous’re losing brand integrity. Brand sure your offer is compelling, no matter what.”

Blenders has been known to go deep on its Black Friday offers, with 55% off on all sunglasses sales. On by Cyber Mondays, the ecommerce squad has even marked down snow goggles by 40%. That’s why the company boasted sales surges of up to 10 times that of its previous year’southward Black Friday and Cyber Monday performance.

But instead of discounting your unabridged shop, Greg Zakowicz, Senior Commerce Skilful at Omnisend, recommends taking a page from Blenders Eyewear and offering category-specific sales. “The challenge for retailers is that equally sales get-go earlier and earlier, it puts increased pressure level on them to deliver the discounts they have trained their customers to expect,” says Zakowicz.

Using category-specific sales accomplishes several things, including:

  • Generating incremental sales with higher margins
  • Engaging email subscribers and visitors for longer
  • Helping you lot better manage your inventory, ordering, and future promotions

My favorite offer for Black Friday is a high discount combined with a high average order value (AOV) offer. For example, if you’re selling a $twenty product, try to build a bundle that sells for a full of $100 after a thirty% to twoscore% discount. When you lot increase the AOV, you can afford to give a bigger discount on the product.”

Nik Sharma

ii. Go all-in on VIP customers

Don’t be afraid to go fifty-fifty bigger with discounts and offers to your best customers. The email below, offer 35% off everything in-store, was one of several offers sent to the VIP client e-mail list of Baublebar beauty brand’s during a Blackness Friday sales result.


According to a benchmark written report by Klaviyo, highly segmented VIP emails oftentimes make upward just three% to 5% of your overall listing, simply those users spend three times more per recipient than other customers in your database.

The example above combined this sense of exclusivity with “12 Hours Only” copy and a Shop At present call to activity (CTA), which creates a sense of urgency for shoppers to buy at present. Together, these two tactics are likely to drive high conversions and sales from a single email send.

3. Create a master plan for Black November

Many retailers brainstorm promoting their sales a month or so before Blackness Friday. So, yous’ll need to pace your promos throughout what is now referred to as “Black Nov.”

Here are a few key dates in 2022 to include in your calendar:

  • Singles’ Day (China’south biggest shopping mean solar day of the year): Nov 11
  • Thanksgiving: November 28
  • Black Friday: November 29
  • Cyber Monday: Dec 2

“On Th, Thanksgiving Day, I similar to continue things easygoing. To your agile customer list, thank them for being a loyal customer in a way that feels authentic to your make,” says Nik Sharma, DTC expert.

“Right around postal service-Thanksgiving dinner time, which may vary based on your customer base, send a note to your virtually valuable customers (MVC) giving them early access to your Black Friday auction.

“The MVC segment is typically your subscribers, loyalty/rewards members, ambassadors, full general high life-time-value (LTV) customers, or perchance even your start 1,000 customers. You can employ tools similar Postscript, Klaviyo, or Yotpo to make these emails feel personal with very petty manual work on your end.”

Those key dates are critical if yous have both a North American and Chinese client base.

Go along in listen:

  • Black Fri may be known every bit the biggest mean solar day for discounts, but you should brainstorm your promotions much earlier considering many retailers start “leaking deals” through advertising in late October and early Nov, so nurture through email and social media to drive sales
  • Alibaba, Cathay’southward largest ecommerce retailer, generated $84.five billion in sales on Singles’ Solar day alone. Recall to develop a separate strategy for that day besides.

Your plan should include similar tactics as the strategy above, especially:

  • A Black Friday buzz-building campaign
    with a countdown, deals, and specials, using ads, email, and social media leading up to the effect.
  • Sneak peeks on door crashers
    and other amazing sales that volition go alive during the weeks leading upward to and on Black Friday.
  • A coordinated promotional strategy
    across all online channels—websites, emails, and social—to maximize impact on the day of your sales.
  • An influencer and micro-influencer engagement strategy
    to boost word of mouth nigh special offers.
  • Post–Cyber Monday deals (east.grand., extended sale offers) for last-minute shoppers,
    emphasizing shipping dates and gift wrapping, throughout December.

Adjacent, allow’due south look at how to integrate your sales and marketing strategy throughout Blackness November.

iv. Start advertising early on

Ad buyers are starting to run Blackness Fri and Cyber Monday deals earlier on platforms similar Facebook and Instagram. It gives them time to test and acquire, figuring out which artistic assets work best, so they tin can ramp up spending during the four-24-hour interval shopping weekend.

Some shoppers also become exhausted with Black Friday ad messaging. Consumers have been inundated with these promotions for nearly 20 years—they know Black Friday is coming up.

Notwithstanding, it doesn’t mean you lot should finish advertising completely. Nick Winkler highlights vacation season advertising trends and how to maximize your ROI in his postal service Win the Ecommerce Holidays with a Strong Client Acquisition Strategy.

Nick’due south peak tips include:

  • Buy traffic early (before costs brainstorm to soar) to build social audiences
  • Remain top of mind past remarketing often
  • Narrow your Google Ads targeting to high buy intent keywords, like “buy [blank product]” or “best bargain on [blank production]”

Additionally, consider how to capitalize on your growing social audition as function of your integrated Black November plan.

5. Build anticipation through social media

Leading up to Blackness Fri and Cyber Mon, you can make an emotional connection with customers using inspiring imagery and highlighting positive testimonials on social platforms. And then, when Blackness Friday hits, use email marketing to drive immediate results.

For example, 10 days away from Blackness Friday, Blenders shared an Instagram giveaway. Two days before the giveaway, it built hype effectually “the biggest Black Fri Sale. EVER.” using the hashtag #blackfriday.

Simultaneously, Blenders was edifice buzz on Facebook and hinting at the “INSANE” size of the upcoming sale. This multi-aqueduct approach allowed Blenders to speak to their followers and prospects in multiple places, successfully teasing the upcoming sales well in advance of the big day.

vi. Segment your emails before and during Blackness Friday

Email is still a staple of Black Friday and Cyber Monday sales.

“The more segmented and targeted your Blackness Fri emails, the higher revenue per recipient you’ll generate,” says Alicia Thomas from Klaviyo. “Yous’ll also see higher open rates and college click-through rates—helping you build and maintain a stiff sender reputation.”

When Thomas evaluated the campaign performance of a smaller, more than targeted grouping of contacts (between 1% and 25% of the master listing), she noted the open rates were effectually 18.29%. Some other campaign, sent to the other 75% of the master list, achieved a lower open up rate, effectually 12.93%. The more targeted segment also saw revenue per recipient at 17¢ versus 11¢ for the less targeted send.

Thomas outlines ten email segments you can use to increase sales over Black Friday and Cyber Mon:

  • Seasonal shoppers
  • Recent openers
  • VIP customers
  • Product browsers
  • Product category buyers
  • Hasn’t purchased (just is engaged)
  • Email ignorers
  • Almost purchasers
  • Geographic targets
  • Souvenir givers

For the recent openers, browsers, ignorers, hasn’t purchased, and almost purchased segments, it’southward vital to tailor offers to button them to the checkout—or at least to open your e-mail. For the almost purchasers segment, Ivory Ella sent an email out to only those customers who had received their forenoon electronic mail but had not opened information technology or placed an order that day.

For email ignorers, try enticing them with costless shipping or a costless souvenir with buy. Ursa Major sent a “gratis aircraft plus a gratis bar of lather” offer at 7 p.m. the day after Black Friday to convert subscribers who didn’t open an e-mail on the day of the sale.

All of these tactics focus on driving incremental traffic and sales on Blackness Friday, which leads to a critical question. Can your site handle the surge?

7. Have site performance off the table

The potential to lose or gain millions in sales on Black Friday can swivel on your ecommerce platform’southward reliability.

Despite SweetLegs’ best efforts to make its ecommerce site bulletproof, spending thousands extra each calendar month on better servers, a Black Friday crash cost the company six figures in lost sales. “There was merely an mistake page: ‘Try back again later on,’” says Chris Pafiolis, founder of SweetLegs. “Too many requests. Too many people. Information technology simply choked.”

Afterward replatforming in just 30 days, SweetLegs had its best Blackness Fri and Cyber Mon ever. The company launched a 50%-off promotion for the duration of the auction, and the site stayed upward the unabridged time.

Whether or not you need to replatform right now, it’s good to have a backup strategy. Install an uptime monitor similar UptimeRobot or Pingdom to notify you lot when your website experiences downtime. That style, y’all tin can react rapidly or immediately lean on your platform support team.

Site crashes are a huge turn-off, but a slow-loading site tin be every bit irritating for customers.

Increase your site speed

Every second a page takes to load, the worse a site’s bounce charge per unit gets. Therefore, slower ecommerce sites volition lose Black Friday customers to a faster competitor’s site. To improve your Black Friday ecommerce site speed and performance, review our optimization tips for Shopify Plus ecommerce sites.

Additionally, PageSpeed Insights is a Google Labs tool that personalizes suggestions to improve your site operation and speed. It calls out elements, like CSS and JavaScript, that tin tiresome down your site.

Using Google’due south Test My Site tool, you can even summate how fast site speeds can increment your mobile conversion rates. Mobile users are impatient and rank deadening pages as their number one annoyance online, ahead of site crashes.

8. Optimize for mobile-showtime buying

Nigh U.s. consumers spend between five and half-dozen hours on their phone daily, not including work-related smartphone use. If your mobile site experience isn’t up to par with your competitors, they’ll exist spending that time elsewhere.

While some customers still check out on their desktop and use mobile to browse, last year during Blackness Friday and Cyber Mon, Shopify merchants saw mobile transactions account for 71% of all sales, compared to 29% on desktops.


You can boost your likelihood for mobile shopping success by improving your site navigation and website speed, and offering one-click purchases to mobile-beginning customers.

9. Improve your website’due south navigation

Improving your on-site search functionality will assist customers to navigate your site quickly to find vacation gifts. Too, seventy% of shoppers will abandon a site because of a poor on-site search and user experience.

Earlier the holiday rush, discover a predictive search tool that offers:

  • Real-fourth dimension analytics:
    To help you lot understand trends and functioning with unlimited real-time analysis.
  • Instant, accurate search results:
    To retain customers who are almost twice as likely to convert when using site search.
  • Storefront customization flexibility:
    To utilise search as an extension of your make past controlling overall search styling.

International Military Antiques’ catalog of 7,500 products has unique attributes such every bit blazon, time period, and nationality. Some products need to be listed under multiple names and descriptions. That’s why on-site search used to be a significant challenge for the merchant.

Afterwards installing InstantSearch+, the brand created detailed rules that fit its shoppers’ behavior and requirements, so customers could more than easily find what they wanted to buy.

International Military Antiques’ integration with InstantSearch+ boosted conversion rates from visitors who used its custom search engine by
seven times higher than those who browsed. Shopify Plus users tin can as well add predictive search to their theme using the Ajax API.

Mimic offsite platforms on-site

MVMT watches features an Instagram gallery embedded at the bottom of its site to help mobile device users quickly browse its product line. It besides encourages customers to visit its Instagram and run across social proof that customers honey MVMT products.


Users can as well click and scroll through MVMT’s latest Instagram posts, view more images and pricing, and click on a single Add to Cart push—without ever leaving the site.

Additionally, MVMT leverages a host of traditionally offsite multichannel and mobile-first elements like:

  • Total-screen product images
  • User-generated content and reviews
  • Boosted “Styled on Instagram” visuals

All of these elements aid to speed upward the browsing and conversion experience. You tin accept that customer experience one stride farther past streamlining the checkout process.

10. Simplify the checkout experience

The average person in the United states spends more than $300 each month on impulse purchases. To boost impulse purchases on Black Fri, reduce the on-site barriers to buy. One-click buying enables customers to buy items with a single click, with the customer’s payment information stored in a secure mobile wallet. Businesses can enable one-click purchases by offering these options on-site:

  1. Shop Pay
  2. Apple Pay
  3. Google Pay
  4. PayPal

You can besides add dynamic checkout buttons to increment mobile transactions. Once a customer has selected their preferred payment method, Shopify’southward back end remembers their pick and automatically presents that payment button on all future visits.

Likewise, you lot can speed upwardly the checkout process by displaying those buttons straight on product pages—giving customers the option to buy immediately or add together the item to their cart.

Kill the coupons and codes

Coupons and special Black Friday codes will be everywhere this year. However, they can be a hassle for customers who might use the wrong code, or forget the code and abandon their checkout.

Customizing seasonal promotions on your ecommerce site can be easier with the aid of Shopify Scripts. Using the Script Editor app, you can create scripts that run each time a client adds items to their cart. These scripts can have many uses, from discounting products with specific tags to running promotions such as \”buy two, get 1 free,\” or a complimentary gift with purchase.

Brooklinen’s Cyber Monday tiered strategy drove on-site conversions and increased average order values through spending thresholds: Thanks to a custom script, customers saw an overlay appear over their screen, offering a complimentary souvenir option as before long equally their cart exceeded the first threshold of $150.

It’s a strategy called “optimizing closest to the coin.” Using Shopify Scripts, merchants can customize their checkout feel to reduce shopping-cart abandonment and increase average order value.

Shopify Plus merchants can also reduce checkout friction using automatic discounts. You can create and automatically apply discounts to a client’s cart, without a disbelieve code. It offers fast, flexible promotions using fixed, percentage, or purchase-X-get-Y discounts to streamline the checkout procedure.

Using automatic discounts on Blackness Friday, you can:

  • Boost conversions:
    Discounts will be automatically shown at cart and checkout.
  • Have more flexibility with promotions:
    Customize discounts by adding a minimum purchase amount or quantity of items. Set weather condition to but apply the discount to specific collections or products.
  • A/B examination automated discounts:
    Employ A/B testing to identify the best automatic discount thresholds to boost sales and conversion rates. So create a more than complex, personalized experience with Shopify Scripts.

Equally part of the checkout streamlining process, you’ll demand a plan to recover abased carts.

11. Rescue abased carts by any means necessary

Shopping cart abandonment is even so high in online retail, an amazing 69.82% worldwide. While many retailers yet use e-mail marketing to rescue abandoned carts, new automation solutions are condign more of import for millennials.

For example, Pura Vida Bracelets uses ShopMessage for automation through Facebook Messenger. ShopMessage helps y’all:

  • Recover abandoned carts
  • Build a Messenger subscriber base
  • Trigger personalized conversations by onsite behavior

If a customer views a product on the Pura Vida website but doesn’t buy correct away, the company can automatically offering a discount using ShopMessage. Information technology takes one click for customers to return to the checkout and see their cart reconstructed, with the disbelieve automatically applied.

ShopMessage has helped Pura Vida generate:

  • A 26% clickthrough rate
  • Over 400,000 sent messages
  • A ten% elevator to top-line acquirement from subscribers logged into Facebook

Yous can likewise utilize automation to streamline your Black Friday sales events and relieve your team some sleep and stress.

12. Launch more marketing campaigns, faster

Since Black Fri is a meaning source of revenue for most ecommerce teams, it can besides be a big source of stress.

Socks For Living uses ecommerce automation to easily schedule, execute, and monitor events such as sales, product releases, inventory restocks, and content changes. The team uses Launchpad to automatically scroll out and roll back discounts, theme changes, and products. That means their team doesn’t have to stay upwards tardily to post or take down a new auction.

Launchpad’s real-fourth dimension monitoring tool helped Socks For Living streamline which offers information technology promoted through email—and to whom—to prevent whatsoever bad-mannered overlap. If one client received an offer to purchase a production for $xv, they wouldn’t get an offering to buy that same production for $12 after.

Merely why stop with sales when y’all can heave productivity by streamlining and automating internal workflows?

13. Automate front- and dorsum-end productivity

Ecommerce automation tools like Shopify Period let you lot automate nigh any customer-facing or back-office procedure you tin can imagine. You tin can likewise store and execute triggers, conditions, and actions you specify, without any coding.

Merchants can, therefore, automate business tasks for Blackness Friday and Cyber Monday, such every bit:

  • Customer service
  • Fraud prevention
  • Pattern and development requests
  • Merchandising
  • Marketing and advertising
  • Managing inventory

Velour Cosmetics and its agency used automation for its Black Fri and Cyber Monday sales. 1 of its by 12 Days of Christmas sales events involved an offering to double loyalty points through Loyalty Lion. The workflow example below demonstrates how the squad tagged and tracked loyal customers based on dissimilar spend thresholds.

Y’all don’t have to spend fourth dimension guessing which workflows would work all-time for your site or create them from scratch, either.

Shopify Flow offers a library of pre-made workflow templates you lot can employ to automate multiple ecommerce business processes. For instance, you tin ship browser button notifications afterwards a client makes a second social club, create support tickets after a negative customer review, and transport a win-dorsum email to “at-risk” customers. All Menstruum templates can be customized on your own in 10 seconds or less.

Since automation works so well with loyalty programs, let’s look at other ways to turn Black Friday into a loyalty-boosting opportunity.

fourteen. Invest in post–Blackness Friday loyalty

Customers who redeem loyalty rewards frequently spend more than those who don’t. That’south because the psychology of a loyalty plan email is completely unlike than promotional emails:

  • Loyalty emails include rewards that your customers accept worked to earn, so they don’t want to lose those points.
  • They’re one of the few emails your customers receive that is 100% personalized.

LoyaltyLion integrates with a number of email service providers (ESPs)—similar Dotmailer, Klaviyo, Bronto, and HubSpot. And then you lot can automatically enhance customer emails with loyalty data, such as point totals.

Don’t forget to promote rewards in the client’southward cart, equally well. Enabling customers to claim loyalty rewards directly from their cart with one click helps to grow boilerplate social club values.

15. Set a Blackness Friday shipping and returns plan

Fast aircraft and elementary returns are two customer pain points. During BFCM, ecommerce merchants need to have a solid concluding-minute shipping plan.

Here are two central dates to keep in mind:

December 9: Green Monday

The concept of “Dark-green Monday” was developed past eBay in 2007. Information technology refers to the Monday that’s at least 10 days before Christmas. Holiday shoppers are in total swing on this day, which makes it a disquisitional fourth dimension to increase your marketing efforts.

December 13: Gratuitous Shipping Day

During Complimentary Shipping Day, ecommerce stores often provide free shipping on all items, and guarantee commitment by Christmas Eve. If your store participates this year, exist certain to prepare shipping expectations upfront with customers.

You tin can utilise one of several Shopify apps to testify whether products in a customer’s cart are eligible to ship inside a quick time frame. If the products won’t arrive in time, identify them in the cart as shipping separately. Yous tin can warn them on the product page or a sales landing page, too.

For more last-minute shipping ideas, read our post on vacation shipping and fulfillment strategies. You can also check out Shopify’s Global Retail Calendar for all the important holiday shopping dates.

Impulse purchases are far likewise common during the frenzy of Blackness Friday and Cyber Monday deals, as are counterfoil and render requests. You lot’ll lose customers if you punish them with a complicated return policy or poor experience.

With an app like AfterShip, you can automatically generate labels, refunds, and emails to salve fourth dimension and enhance your customers’ shopping feel. Yous can also customize your portal to wait and feel like your website. Likewise, create specific Black Friday policies for terminal sale and discounted items.


16. Utilise Amazon as an boosted holiday sales channel

Data shows that most people first their product search on Amazon. However, it’due south tough to stand up out in a sea of Amazon products. That’s why it’s important to allocate some of your ad budget to Amazon Ads, which offers sellers valuable tools like:

  • Amazon Search for product searches
  • Amazon Advertisement Platform for static and video avails
  • Amazon Media Group for higher-stop managed services

Of course, many retailers have reservations about working with the ecommerce giant. In fact, 61% of sellers fear Amazon will take away their seller privileges at some bespeak, and 43% are concerned almost negative customer feedback.

Simply if you think of Blackness Friday as the Super Bowl of online shopping, then buying ads and listing products on Amazon will help heave awareness for emerging brands. And you can use that exposure to attract satisfied customers to your site long-term.

“We realized it is difficult for people to have religion in a new brand, especially for something as sensitive as footwear. We actually liked the thought of Amazon being able to listing our products side by side with the bigger legacy brands. That helped validate our product,” says Nolan Walsh, co-founder at Th Boots.

The footwear brand only lists its bestselling items on Amazon. It so entices repeat business by selling new product launches exclusively on the Thursday Boots site. More than Amazon promotional ideas can be establish in our mail outlining the multichannel sales benefits of working with Amazon and eBay.

17. Upsell and cross-sell your products

Upselling is when you persuade customers to buy a more than expensive or upgraded version of items or add-ons to boost the total sale amount. Cross-selling involves offer shoppers a production that complements their original purchase. Ecommerce companies that employ these tactics see a10% to thirty% boost in revenue on boilerplate.

To upsell the right manner, put yourself in the mind of your customer and figure out what will help your customer win. It’due south a softer sales tactic that acts more like a friendly recommendation to aid them make the right purchase.

Cross-selling can also human action as a reminder for both new and repeat customers who might otherwise leave something backside. In the example below, a coffee company upsells a bigger purse for three more dollars, so cross-sells coffee filters to increase average order value (AOV).

Say ane of your customers bought a TV. Recommend they check out your wall mounts or soundbar speakers in Messenger. Did someone purchase the new Fe Human action figure? Remarket other Marvel action heroes to them.

Excellent copy is essential for effective upselling and cantankerous-selling. Enticing phrases sprinkled throughout your sales re-create such as “Add Extras,” “You lot May As well Like,” or “Others Also Bought” can often persuade people to take activeness.

xviii. Adopt a purchase now, pay later platform

Considering Black Fri Cyber Monday is the biggest shopping season of the year, you want to look smart to capture additional sales. Sure, at that place are Blackness Friday marketing campaigns and steep discounts, but some other way y’all tin can catch news is by offering buy now, pay later (BNPL) options for shoppers.

BNPL is i of the fastest growing ecommerce payment methods. The market size is expected to top $39 billion by 2030, with an annual growth charge per unit of 26% from 2022 to 2030. Brands like Nordstrom, American Hawkeye, Morphe, and Alo Yoga have adopted BNPL options on their checkout page.


2 large players in the BNPL space are Klarna and Afterpay. In 2020, Afterpay ran a holiday campaign featuring brands like Levi’south, centered around shoppable campaigns. Those brands saw a 121% increment in Black Friday sales over the year before. Fashion brands using Afterpay commonly run into a 50% increase in new customers in the first six months, says Afterpay’s main acquirement officer, Melissa Davis.

Preparing your ecommerce store for Blackness Friday Cyber Mon: A contingency plan

Recurring issues tin have a serious affect on your fourth-quarter earnings. The following steps will help you troubleshoot any unexpected issues.

See if you can replicate the issue

Perhaps someone is having trouble loading the payment data page to add together a credit menu. Determine what device they’re using, and in which browser and version.

Get screenshots to help your team replicate, or reverse-engineer, the problem someone’due south having. It might be affecting other customers besides. You lot’ll as well have to filter out “local” problems that may not be caused by your site or servers.

Determine if this is an isolated event

Shopify’s Status Folio tin can help you lot determine if this is an isolated outcome or system-wide issue. Engineers are performing 24/7 monitoring and will update whatever unusual bug within minutes of them occurring.

Check your third-political party apps, themes, and plug-ins

A dominion of thumb is to e’er exam new apps and themes on your “backup” or staging development store commencement. So replicate the exact working weather condition, equally your live product site should be able to spot problems on the fill-in version before pushing the problematic app combination to the site your visitors are hitting.

Lean on Shopify Plus’ priority support

They can too assistance you lot test drive these settings. Connect through email, chat, or phone by heading over to Settings > Account page in your admin portal.

Don’t forget to programme for stockouts

Y’all don’t want to wake up the day afterward Black Friday or Cyber Monday having sold out all of your inventory with no backup plan. Especially with today’southward supply concatenation issues, y’all want to be prepared for anything.

Hither are a few ways to avert this situation:

Monitor inventory levels

Your ecommerce platform tools should let you set up up tracking to monitor your inventory levels during Black Friday. Look for seasonal trends in your inventory history to prevent stockouts.

If you’re planning a pop-upwards event during the holidays, or are moving inventory into additional warehouses or spaces:

  • Runway and monitor your stock across multiple locations
  • Accommodate
  • Manage and save fourth dimension by combining inventory levels with automation tools to replenish products.

Set upwardly inventory management workflows

Shopify Flow can be integrated with the inventory monitoring tools only mentioned. It automates most customer-facing or back-function processes, without whatsoever coding.

Yous can automate business tasks for Black Friday and Cyber Monday, such as:

  • Customer service
  • Fraud prevention
  • Design and evolution requests
  • Merchandising
  • Marketing and advertising
  • Managing inventory

A workflow like this 1 can send you a Slack message when your inventory levels dip below 10 items.

Ready or not, Black Friday ecommerce is coming

Is your ecommerce site ready for the biggest retail outcome of the year? While online vacation sales are expected to continue to climb, there’s no guarantee your site will reap the benefits.

You need a Black Fri strategy that takes everything into consideration—from mobile site speed and performance to integrated online and offline promotions to shipping and contingency plans for unexpected issues and stockouts.

For more insights on how to maximize ecommerce sales in the coming weeks, sign up for our newsletter. We wish y’all a very successful Black November, and we’re here to answer any questions you have leading upwardly to the principal event.

Black Friday FAQ

Does Black Fri affect online shopping?

The pandemic changed the Blackness Friday shopping holiday slightly. More than retailers at present promote deals ahead of Thanksgiving week and push button more deals online between Blackness Friday and Cyber Monday.

Is Blackness Fri or Cyber Monday better for online deals?

Cyber Monday is often cited as having improve online deals and discounts. Cyber Monday deals are commonly flash sales, getting just the best deals for a day or 2 and in limited quantities.

How much do sales increment during Black Friday?

Across Blackness Friday and Cyber Monday, Shopify merchants collectively fabricated $6.3 billion in sales, up 23% from 2020.

Does Black Friday bear on brick-and-mortar stores?

Despite a dip in pes traffic for physical stores during the pandemic, Black Fri retail sales grew 29.8% through mid-afternoon in 2021, according to Mastercard SpendingPulse. Blackness Friday is a prime number day for retailers to see increased human foot traffic and sales in their brick-and-mortar stores.