An effective Black Friday campaign step by step
2025-10-13 | Bez kategorii | Autor: redPin Marketing
Black Friday is fast approaching, bringing with it enormous potential that brands can leverage to effectively promote their products and services. The last Friday of November is when customers are most active in their shopping, so your campaign must be well-planned and precisely tailored to your audience. In this article, we’ll show you how to plan an effective Black Friday marketing campaign step by step. You’ll learn how to promote your offer on every platform and how to prepare activities that will attract customer attention, increase sales, and allow you to stand out from the competition during this busy shopping season.
Why is a Black Friday campaign key to your brand’s success?
Black Friday is just around the corner, and a properly planned campaign during this period can determine your brand’s success for the entire year. Preparing for Black Friday 2025 means not only preparing discounts but also creating a cohesive marketing strategy that will distinguish your offer from the competition.
The right advertising campaigns allow you to precisely reach your target audience, increase brand recognition, and encourage customers to return even after the sale ends. Therefore, to fully capitalize on this strategic moment, it’s worth preparing an effective campaign that combines attractive promotions with effective online marketing – from Google Ads, through social media, to e-commerce. This is why a Black Friday campaign is key to your brand’s success – it offers the opportunity to achieve record sales, build customer loyalty, and strengthen your brand’s position in the industry.
How to plan an effective Black Friday campaign in advance?
A Black Friday campaign begins much earlier than you might think. The brands that achieve the best results begin preparing for Black Friday up to 2-3 months in advance. Why? Because planning ahead allows you to fully utilize Black Friday’s potential, refine your marketing strategy, test your advertising creatives, and precisely define your target audience.
First, it’s worth determining:
- The campaign goal – whether it’s to increase sales, acquire new customers, build brand awareness, or promote selected product categories in your business.
- An advertising budget that will enable you to effectively reach potential customers online and in-store. It’s worth remembering that in the context of Black Friday, paid advertising, such as Google Ads, Facebook Ads, or remarketing, is most often the focus, as with proper targeting, these typically generate the highest return on investment.
- Promotional and communication channels, meaning the places where your brand will be present: email marketing, social media, paid online campaigns, and a dedicated landing page, which will increase conversions and allow you to present Black Friday offers in an attractive way.
Furthermore, it’s worth preparing the offer to appeal to both online customers and those visiting physical stores. A well-planned Black Friday campaign is not just about discounts, but above all, a coherent communication strategy that will distinguish your brand from the competition and maximize sales. The earlier you start preparing, the greater the chance that your Black Friday campaign will fully utilize the potential of the shopping frenzy and attract new customers to your business.
What Black Friday promotions should you prepare to attract customers’ attention?
Promotion is the heart of every Black Week campaign, and well-chosen activities can significantly increase your business’s revenue. Customers expect real benefits – discounts, free shipping, exclusive offers, or limited-edition products – so it’s important to ensure your promotions are attractive and stand out from the crowd.
Consider which Black Friday promotions best fit your offerings while also attracting new customers. In your online store, you can offer, for example:
- A percentage discount – e.g., 30% off the entire product range or selected products;
- A fixed-amount discount – e.g., 50 PLN off purchases over 300 PLN, which encourages customers to expand their cart and complete the transaction;
- Free shipping or a gift with an order, which enhances the shopping experience and builds a positive customer experience;
- Time-limited or quantity-limited offers, which naturally encourage quick decisions and finalization of the cart.
An effective Black Friday campaign isn’t just about offering the lowest price. The idea is to create a unique shopping experience that captures customers’ attention, encourages them to return to your store, and allows you to reach new audiences through well-planned Black Friday advertising. Properly utilized Black Friday promotions and marketing strategies can increase customer loyalty, maximize basket value, and significantly boost sales results.
How to Effectively Run a Black Friday and Cyber Monday Ecommerce Campaign?
Black Friday and Cyber Monday are the busiest times of the year for online stores – Black Week, and the entire Black Month, is a time when consumers actively search for the best deals, and well-prepared promotional activities can significantly increase your business’s revenue. It’s worth utilizing all available marketing channels to attract customer attention, increase conversions, and build brand loyalty. Below is a comprehensive guide to key activities during Black Friday and Cyber Monday.
Google Ads Campaigns – Reach Customers and Increase Sales on Black Friday
Google Ads campaigns are one of the most important sales channels during Black Friday and Black Week, allowing you to reach consumers who are actively searching for Black Friday deals. It’s worth using phrases like “Black Friday 2024,” “Black Friday deals,” “Black Week sale,” or “discount on…” in your campaigns.
Make sure to:
- Product Listing Ads (PLAs) for your online store to present offers directly in search results;
- Remarketing campaigns to remind customers about abandoned carts and encourage them to complete their transactions;
- Dedicated landing pages optimized for conversions and load speeds.
A well-prepared Black Friday campaign in Google Ads can significantly increase the number of transactions and revenue in your online store.
Social Media – Build Excitement and Engagement on the Last Friday of November
Black Friday on Facebook, Instagram, or TikTok is a great opportunity to combine sales with excitement and brand storytelling. Social media allows you to precisely reach both current and new customers.
The best social media activities include:
- Teaser campaigns – for example, “Black Friday is just a week away – get your cart ready!” or “Don’t miss the best deals of the year – only for 48 hours!”;
- Video ads and reels that attract attention and increase engagement;
- A series of posts and stories that immerse consumers in the Black Friday spirit.
Such promotional activities during Black Friday and Cyber Monday help build interest in offers and increase the chance that consumers will visit your store.
E-commerce – prepare your store for increased traffic
During Black Friday and Black Week, online store traffic can increase by up to 300%. Therefore, it’s crucial to prepare your store to handle the increased traffic.
It’s worth taking advantage of:
- Optimizing the shopping and payment process to ensure every transaction is quick and error-free;
- Mobile-friendly UX – more and more consumers are using mobile devices;
- Visibility of offers on the homepage so customers immediately see Black Friday deals.
Remember that every second of delay in page loading can reduce sales by up to 7%, so store optimization is the foundation of a successful campaign.
Email Marketing – Reach Customers Directly with a Newsletter
Newsletter and email marketing during Black Friday are among the most effective sales tools. They allow you to inform loyal customers about Black Friday promotions before your competitors do.
Best Practices:
- A pre-campaign teaser to spark curiosity;
- Three to four messages during Black Friday informing about new offers and limited promotions;
- Personalize messages based on previous purchases.
Ensure transparent communication and compliance with your privacy policy. An email marketing campaign during Black Friday and Cyber Monday can generate conversion rates several times higher than paid advertising.
Remarketing and Retargeting – Recover Abandoned Carts
In the blizzard of advertising during Black Friday, it’s easy to lose a potential customer. Remarketing and retargeting allow you to remind consumers about unfinished transactions and encourage them to return to your website.
Recommended:
- Dynamic remarketing ads in Google and Meta;
- Emails reminding about items in your cart;
- Offers like “last chance – today only -10% off.”
Well-planned remarketing can increase sales and conversions in your Black Friday campaign by up to 20-30%.
How to plan an effective Black Friday 2025 marketing campaign?
As you can see, there’s a lot of work ahead of you if you want your Black Friday campaign to truly succeed. From marketing strategy, through Google Ads and social media campaigns, to newsletter, remarketing, and landing page preparation – all of this requires time and thought. Don’t leave it to the last minute, because the last Friday of November will quickly arrive, and your competitors will already be attracting customers’ attention.
If you’re unsure how to manage Black Friday Week and all the shopping frenzy, contact us! The redPin agency will handle everything – from Black Friday and Cyber Monday campaigns, through e-commerce promotions, to remarketing and paid advertising. You grab the coffee, and we’ll make sure your business shines during this hectic period!