Tips for all e-retailers before, during and after Black Friday

Art. no. 138410220 24 Apr 2025

The highlight of the year is almost here and, as usual, Black Friday is predicted to break new records. This year, Black Friday falls on November 26 and shortly afterwards, the Christmas shopping season starts. We at Abicart have gathered some points that may be worth reviewing before, but also during and after Black Friday.

Thinking about Black Friday

Use and analyze data from last year
Analyze and evaluate previous years' data and look for trends. With simple analytical tools such as Google Trends you can gain a lot of knowledge and see which keywords/terms were popular during last year's Black Friday. Keep these questions in mind:

• How did you do last year?
• What were your best products?
• Which day did you sell best? The whole weekend or a specific day?
• Where did the visitors come from? Mobile or desktop?
• What percentage of sales came from new customers?
• How did your Black Friday marketing perform - which strategies worked best?

Develop and inform your customers about offers
In the run-up to Black Friday, it is important that your customers are informed about the offers you have developed for this particular day. Make sure your online shop is updated with the right information so that customers can easily get ready to buy when the time comes. Many chains and e-retailers offer substantial discounts during Black Friday, but you can of course calculate your own pricing model based on your company's conditions.

Let your customers know about your upcoming offers and give them an opportunity to get involved by sending out a newsletter, for example. That way, you'll make sure to get your customers' attention when the time comes.

Mobile, mobile and mobile (yes, it's still relevant)
It may be getting old, but mobile optimization is key. Mobile has been the focus of e-retailers for quite some time as customers are continuously becoming more tech-savvy and looking for seamless experiences across multiple channels. Therefore, make sure your customers can easily navigate and make purchases via mobile without any problems.

Bonus points!

• Review your marketing and where to spend it. Remember that you should reach your customers where they are.
• Customize appearance in your e-commerce so that visitors can easily find your Black Friday offers. For example, this could be through a banner on the home page or highlighted product groups in the menu.
• Is it possible to further complete product descriptions ? Can you add more or new images? The more you work on your product descriptions, the more you can reduce returns.
• Test the customer journey several times. Is it easy to find the desired products and get to the checkout?

Launching a webshop

Things to consider during Black Friday

Be extra accessible to your customers
It should be easy for your customers (and potential customers) to get in touch with you during Black Friday. The last thing you want is to lose a customer because they don't get a quick enough response. So make sure it's easy for customers to get in touch with you throughout Black Friday. Maybe you need to extend your support hours for a certain period?

Stay in touch with the customer all the way
Don't lose contact with the customer after a purchase has been made. Keep in touch with the customer all the way and inform them about what is happening with the order. Have you packed and shipped the order? When can the customer expect their package? Keeping in touch with the customer will avoid unnecessary questions and the customer will know what to expect.

Save useful information for the next sales period
In order not to lose customers after the sale, it can be smart to collect the data you get access to during Black Friday in a regular way. You can use the information you get, for example, when you send out newsletters for the Christmas shopping season. Then you have a chance to attract back customers who have already shopped with you and were satisfied with their purchases.

Things to think about after Black Friday

How did it really go?
When Black Friday is over, you will also have made an important rehearsal for Christmas shopping. That's why it's a good idea to gather the experiences you've had and take them with you to the next sales period. Find out all the numbers and compare the results with previous years.

Below are five questions that can help you evaluate Black Friday. Go through the questions to see what went well and what can be done better for the next sales period. Based on the answers, it may be smart to develop an action plan so that you can start the change process now. This will give you plenty of time to adjust and fine-tune your routines, which will put you in a good position to achieve even better results next time.

Five questions to help you evaluate Black Friday

• What went well and what could have gone better?
• Did you achieve your goals?
• Are you satisfied with your sales?
• Did you have enough products in stock?
• Could you keep your promised delivery times?

During sales days such as Black Friday, a lot of time is spent capturing customers' interest through offers in newsletters, advertisements and social media. The expectation of making a good purchase is customers' top priority. But how can you keep your customers interested after Black Friday and into the Christmas season?

A recurring trend in e-commerce every Christmas is the advent calendar. Thousands of emails are sent out every day in December with unique offers where you have to be first in line to secure the offer. This is an effective way to capture and keep customers' interest throughout the Christmas shopping season. In addition to your daily offers that generate additional sales, you can strengthen your online store's brand, establish long-term loyalty with your customers and highlight the best of your range.

We at Abicart hope that you are well prepared to succeed with this year's Black Friday and Christmas shopping. But above all, your main focus should be on what's best for you and your business. Good luck with your sales!

Starting a webshop

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