Black Friday 2023: The most useful tips for the logistics and websites of your online shop

For online shops and consumers around the world the most important time of the year is just around the corner: Black Friday 2023! 

We focus in this guide on the important e-commerce period of Black Friday and Cyber Monday immediately thereafter. You can find out all about the topic of Black Friday here including what you need to look out for and how best to prepare your logistics.

In any event, you can prevent warnings with a few simple tricks and still jump aboard the Black Friday bandwagon.

• Be sure to avoid explicit buzz terms such as “Black Friday Offer” or “Cyber Monday Sale” which contain the protected word combinations of Black and Friday and Cyber and Monday. Otherwise you can give free rein to your imagination, or use one of the many existing synonyms that are not protected. Customers surf the internet anyway on Black Friday and expect a discount from every shop. What you call it exactly is relatively immaterial.
   

Here are a few suggestions:

• Cyber Week, Black Week, Black Day, Black Monday, Cyber Friday, Black Sale, Cyber Sale, Monday Deals, Friday Deals, Cyber Deals, Bargain Week, Bargain Friday, Discount Week, etc.
   

Naturally you are free to apply for a licence to use the brands - for example in Germany, you can do this online at blackfridaysale.de​​​​​​​.

Black Friday website & technology tips

Carefully check through your entire website and consider what you can improve in terms of technology, and which processes you can optimise. 

• How long does it take for your website to load, in particular on mobile devices?
  
  Customers on mobile phones are quick to jump off if a page takes too long to load.
   
• Is your online shop clearly structured? Is there a search bar? Are the products that you wish to sell on Black Friday prominently presented? Have you considered a distinct Black Friday category?
  
  Customers tend to jump off if they cannot immediately find what they are looking for.
   
• Is the order process transparent? That is: Are the payment and shipping options apparent at a glance and is it clear how long shipping on Black Friday will take and how much it costs?
  
  Give your customers the choice! Ensure that you offer several payment methods and order options and communicate these clearly.  The more you cover, the better. Because everyone has different ideas and wishes when it comes to orders.

Use all of your advertising channels before Black Friday and attract the attention of new as well as existing customers! This means using all sources available to you:
 

• E-Mail Marketing:
  
  Use your existing e-mail lists and prepare your customers a week in advance for your offers with a special Black Friday newsletter. Directly before or on Black Friday itself you should then send out another specific newsletter with your offers.  You will then stand a better chance of being remembered and attracting the interest of your customers.
  
  If you don’t yet send out a newsletter it's high time that you did so! Use Black Friday 2023 to set up an email system and tempt customers with an extra discount for registering for the newsletter. Then you will fill your email lists in preparation for next year.
   
• Social Media Marketing:
  
  Instagram, Facebook, etc. can be very useful for advertising for Black Friday. However, you should take care with social media! Don’t exaggerate and don’t spam your audience with numerous Black Friday postings. Depending on how you generally use a channel, people follow you for numerous reasons and not everyone is out for an offer.
  
  The same applies here as for newsletter advertising: Drawing attention to your Black Friday specials two or three times is more than sufficient. And use stories too!
• Performance Marketing:
  
  Paid advertising can really boost your sales too. There’s a good reason why it's the main income source for Google and Facebook. However, with a small budget it is often not effective enough to really reach a large target group. Moreover, it is also associated with expenditure and costs at professional level that you must also factor in.
  
  So only opt for paid advertising if you can come up with a decent budget for it. Nevertheless, it's certainly worth a try! You should use the services of a performance marketing agency or freelancers, who take care of your campaign. If effectively used, display advertising in particular can help make more customers aware of your Black Friday sale for a low cost.
   
• Content Marketing:
  
  Write short blog articles about Black Friday, set up a subpage for your Black Friday sale and put plenty of related content there and update your online shop to reflect Black Friday. Colour your logo black if possible, start a visible countdown and make it clear to your customers that this is a special day - with unique offers!
  
  The more content your online shop associates with Black Friday, the more likely it is to be found by potential customers on Google.

Preparation is everything. With these Black Friday tips from our logistics experts you are paving the way for a successful end of the year.

Please feel free to contact us with no obligation if you require support with your logistics. 

We will rock black friday together!