How your business can prepare for Black Friday

Black Friday has long been popular as one of the busiest times of the year for shoppers and retailers. Falling on the last Friday in November, the day kicks off the Christmas shopping rush, with businesses slashing prices online and in-store to attract consumers looking for discounts and deals. 

In more recent years, the buzz has extended to include Cyber Monday, with ecommerce retailers extending their deals to offer a 24-hour online shopping event to entice even more consumers with lucrative offers and impressive price reductions. With 76% of consumers planning to shop on Black Friday and Cyber Monday, it’s an opportunity your business will want to make the most of. 

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What do shoppers want from Black Friday?

When it comes to bagging a Black Friday deal, there are certain factors that consumers will consider before making a purchase. 

  • Around a quarter (25%) of consumers say that being able to take advantage of free returns is a key driver for making purchases online or in-store over the weekend 
  • For those shoppers looking to avoid the Black Friday rush, early access to bigger discounts can boost sales. Many retailers now discount prices as early as October 
  • Most shoppers (93%) want to hear about Black Friday deals in advance, with over half of consumers (56%) happy to hear about discounts up to a fortnight in advance 

However, according to Which?, 99.5% of Black Friday deals were the same price or cheaper at other times of the year. This can lead to consumer mistrust, with shoppers wanting real value for money. 

How can I get my business ready for Black Friday? 

If your business wants to make the most of Black Friday, we have some general tips to help you prepare, as well as advice tailored to small, medium and enterprise businesses. 

Display trusted feedback across your website 

Show off your best reviews and ratings to existing and potential customers across your website. Displaying trusted customer feedback on individual webpages can build confidence in your products and services, turning more browsers into buyers. 

Boost your paid ads 

Drive sales in the run up to Black Friday by including review quotes and ratings in pay-per-click ads. It can help you boost click-through rates to your website and improve the quality score of your ads too, as you reach out to new customers in a more effective way. 

Focus on customer loyalty 

Black Friday is a great opportunity to attract new customers to your business. But with 1 in 2 shoppers expecting Black Friday discounts of up to 25%, it can be difficult to encourage first-time buyers to come back after your deals have ended. Understand what matters most to these customers and collect valuable insight for next year by calculating your Net Promoter Score.  


I’m a small business – what can I do? 

If you’re a small business, it can be hard to stand out from the competition in search results. With so many offers available over the Black Friday weekend, it can be a challenge to get traffic to your site.   

We recommend adding reviews to your website to help your customers make informed purchasing decisions and to help you achieve a better position in search engines. Reviews give your website more authority, help to target more traffic with the keywords used within your reviews, provide you with user-generated content (which Google favours) and you may be eligible for Google’s organic stars. 


I’m a medium-sized business – how can I prepare? 

If you’ve got lots of great Black Friday deals to offer consumers, you’ll want to make sure they’re competitive in terms of price and that they appeal to potential buyers. Understanding which products or services matter the most to your customers can help you to target the right promotions to the right audience, helping you generate more sales. 

We suggest collecting feedback directly from your customers by asking specific questions about why they opted to purchase from your brand instead of a competitor. Listening to what consumers have to say gives you the opportunity to understand the elements of your products or services that appealed most to them in the period leading up to Black Friday. 

Use Feefo to tag and track this information through your review content, gaining valuable insight from your customers that you can use to improve next year’s discount strategy.


What’s the advice for enterprise businesses? 

If you’re a bigger business operating in a competitive industry, you could find yourself competing against multiple brands offering similar discounts and struggling to reach your Black Friday sales targets. 

Customer reviews can be a great way to build trust with consumers and can help reduce cart abandonment. However, when shoppers are in a rush to grab the best deal, they want instant access to the information they need to make an informed purchase decision. 

At Feefo, we use AI-powered technology to identify the most popular themes within your reviews, making it easier for customers to find the feedback that matters to them. We can also automatically analyse your Black Friday customer reviews to highlight what went well and identify opportunities for improvement. 

What’s next?  

Spend some time preparing for Black Friday this year. With the right tools, you can check you’re offering the right discounts, get your deals seen by the right people and convert more browsers into buyers. 

If you’d like to find out more about how Feefo can help your business – get in touch. 

Net Promoter® and NPS® are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.