Black Friday and Cyber Monday marketing: Complete 2024 guide

Cyber Monday and Black Friday countdowns are on, and it’s time to boost your marketing strategies to ensure a good sales season. But what are the right strategies that you should adopt to achieve the kind of success that you want? 

This guide offers a robust checklist packed with expert tips on crafting irresistible offers, fine-tuning your online presence, and leveraging social media like a boss. Before you know it, you’ll be a pro at Black Friday and Cyber Monday marketing and ready to take on the holiday season! 

We also discuss Gelato’s print on demand services, which allow you to roll out custom merchandise that reflects your brand’s unique vibe.

• Both Black Friday and Cyber Monday see high demand for electronics, with big-ticket items like TVs and laptops leading the charge.

• Begin Black Friday and Cyber Monday campaigns three to four weeks in advance to build anticipation and engage online shoppers.

• As part of your Cyber Monday and Black Friday marketing strategies, offer customized products and limited-time bundles to stand out from the competition and attract more customers.

• Ensure your website is mobile-friendly and can handle increased traffic to prevent cart abandonment.

• Use data-driven insights to adjust strategies in real-time, focusing on what’s trending to maximize sales in your Black Friday and Cyber Monday marketing strategies.

The shopping frenzy surrounding Black Friday and Cyber Monday continues to grow yearly, with retailers seeing exponential spikes in brick-and-mortar stores and online purchases. 

According to a report by Tidio, the Black Friday sales market will reach approximately $278.645 billion in 2024. According to a report by Techopedia, online Cyber Monday sales will reach $12.4 billion, a 9.6% year-over-year increase in 2024. 

These trends underscore the critical importance of having a robust marketing strategy tailored to these high-traffic shopping days. Here’s a quick summary of reasons why businesses need a strong Black Friday and Cyber Monday marketing strategy: 

• Maximizing sales: These days can account for a significant percentage of annual sales.

• Customer acquisition: Offering enticing Cyber Monday and Black Friday deals can attract new customers who may stick around long-term.

• Brand visibility: High traffic and increased marketing efforts can boost your brand’s visibility.

Given these insights, developing a targeted, data-driven marketing strategy is essential for capitalizing on these shopping events' enormous sales potential.

Here's how to craft a well-thought-out strategy for Black Friday and Cyber Monday to outshine the competition and maximize your profits.

Analyze your target audience and previous sales data

As with any campaign, understanding your target audience is crucial for tailoring your Cyber Monday and Black Friday marketing strategies. 

Review your previous sales data to identify purchasing trends, peak shopping times, and popular products. Use customer feedback and competitor insights to refine your strategies. Analytics tools can provide deeper insights into customer behavior, helping you create more personalized promotions that resonate with your audience. 

Create irresistible Black Friday and Cyber Monday deals

Captivate customers with deals they can’t resist! Consider bundling popular products together at a discount, offering enticing “buy one, get one” promotions, or providing exclusive bundles available only during these sales events. 

Your discounts must be compelling enough to stand out amidst the flood of offers. Ensure you highlight the savings prominently and clarify the terms to avoid confusion. Sweeten the deal with added perks like free shipping or surprise gifts!

Build anticipation

This is a great Cyber Monday and Black Friday marketing tactic because it generates excitement well in advance. Tease upcoming offers on your social media channels and email newsletters to create buzz. 

Use countdown timers and sneak peeks of special promotions to build urgency and curiosity. Engage your audience with interactive content like polls and quizzes to keep them involved and looking forward to your sales. By building anticipation, you'll ensure a warm audience eagerly awaiting your deals when the big days arrive.

Optimize your online store

Optimizing your website's speed and experience will ensure it is ready to handle the surge in traffic. Incorporate user-friendly navigation and quick-loading pages to reduce cart abandonment. Implement social media integrations and create shops on platforms like Instagram and Facebook for streamlined purchasing.

Utilize analytics tools to monitor real-time performance and make adjustments as necessary. Optimize product pages with high-quality images and compelling descriptions to boost conversions.

Maximize your sales potential with these 19 powerful marketing ideas and tips to make the most of Black Friday and Cyber Monday.

1. Use print on demand for custom merchandise

Print on demand services like Gelato allow you to create unique, branded products without needing large inventories, making offering something special to your customers easier. Here's how you can make the best of print on demand(POD) for your Cyber Monday and Black Friday marketing strategy:

• Showcase your brand identity: Offer custom merchandise that aligns with your brand’s values and aesthetics.

• Test new product ideas: Introduce limited-edition items to gauge customer interest.

• Enhance customer loyalty: Offer personalized products as a reward for repeat customers or high-value purchases.

2. Offer early access to your deals

Creating a sense of exclusivity can drive anticipation and early sales. Here's what you can achieve with early access to your deals:

• Build anticipation: Announce early access through a social media and email teaser as a part of your Black Friday and Cyber Monday campaign.

• Reward loyalty: Offer early access to your VIP customers or newsletter subscribers.

• Increase email sign-ups: Encourage customers to join your mailing list in exchange for early access.

3. Create bundle deals

Bundle deals are a fantastic way to increase the average order value while providing customers with added value. Here's what you can do with bundling: 

• Encourage larger purchases: Bundle related items at a discounted price to boost sales.

• Promote new products: Introduce new items by bundling them with bestsellers.

• Increase perceived value: Highlight customers' savings from purchasing a bundle rather than individual items.

4. Launch flash sales

As the name suggests, these sales create a sense of urgency that compels customers to make fast purchasing decisions. Here are some tips to utilize flash sales the right way:

• Create urgency: Limited-time offers to encourage immediate purchases.

• Drive traffic: Announce flash sales on social media to attract customers to your website.

• Boost engagement: Keep customers returning by running multiple flash sales throughout the event.

5. Provide free shipping

Offering free shipping is a powerful incentive that can make or break a sale, especially during Black Friday and Cyber Monday when customers are looking for the best deals. Here's how to implement free shipping:

• Set a minimum order value: Encourage larger orders by offering free shipping on purchases over a certain amount.

• Promote it widely: Highlight your free shipping offer in all your marketing materials.

• Include it in bundle sales: Combine free shipping with other promotions, such as bundle deals, to maximize appeal.

6. Run a social media giveaway

Engage your audience and expand your reach with a social media giveaway during the holiday shopping season. Here's what you need to keep in mind::

• Encourage engagement: Ask followers to like, comment, and share for a chance to win.

• Set up gated access: Require participants to follow your account to enter the giveaway.

• Highlight popular products: Feature your bestsellers or new arrivals in the giveaway.

7. Use countdown timers

By showing customers how much time they have left to take advantage of a deal, you can motivate them to act quickly. Here's how you can carry this out:

• Use on product pages: Place timers on key product pages to emphasize limited-time offers.

• Include in emails: Add countdowns to your email campaigns to remind subscribers of ending deals.

• Highlight upcoming sales: Use timers to count down to the start of your Black Friday and Cyber Monday events.

8. Feature limited edition products

Tap into customers' fear of missing out by offering limited edition products, driving them to purchase before it's too late. Here's how you can utilize this strategy to boost sales:

• Offer exclusivity: Promote the rarity of limited edition items to drive demand.

• Build hype: Tease the release of limited edition products leading up to the event.

• Add to bundles: Include limited edition items in exclusive bundles for even more appeal.

9. Send personalized email campaigns

Tailoring your messages to individual customers can notably increase engagement and conversion rates. Here are some tips to carry out your personalized email campaigns effectively:

• Segment your audience: Send targeted offers based on customer behavior, preferences, and purchase history.

• Use dynamic content: Customize email content with the recipient’s name and personalized product recommendations.

• Include special discounts: Offer personalized discount codes to encourage purchases.

10. Promote gift cards

Gift cards are a convenient and popular option during the holiday season. By promoting them heavily, you can attract customers who are unsure of what to buy. Here's what you need to do:

• Highlight convenience: Emphasize the ease of giving a gift card to those who are undecided.

• Offer incentives: Provide a discount or bonus card when purchasing a gift card.

• Feature prominently: Place gift cards front and center on your website and in your email campaigns.

11. Leverage influencer marketing

By partnering with influencers who resonate with your target audience, you can create buzz and drive traffic to your site. Here's how you can make the most of this strategy:

• Choose the right influencers: Collaborate with influencers whose followers align with your customer base.

• Create authentic content: Work with influencers to develop genuine, engaging content that showcases your products.

• Offer exclusive discounts: Provide influencers with unique discount codes to share with their audience.

12. Utilize retargeting ads

Retargeting ads are a powerful tool to re-engage customers who have shown interest in your products but haven’t yet purchased them. Here are some tips for optimal retargeting:

• Group your audience into specific categories: Target ads based on specific actions, such as product views or abandoned carts.

• Offer incentives: Include special discounts or offers in your retargeting ads to entice conversions.

• Maximize exposure: Run retargeting ads across multiple platforms, including social media and display networks.

13. Create a holiday gift guide

A well-crafted holiday gift guide can simplify shopping for your customers while driving sales for your business. Take a look at how you can go about creating this guide:

• Organize by category: Group products into categories such as ‘Gifts for Him’ or ‘Gifts under $50’.

• Highlight bestsellers: Feature your most popular items to guide customers toward proven favorites.

• Use rich visuals: Include high-quality images and descriptions to make the guide visually appealing.

14. Offer a free gift with purchase

This is one of the most effective Cyber Monday and Black Friday marketing tactics, as everyone loves getting something extra. Here are some ways to implement this:

• Set a minimum spend: To increase the average order value, offer a free gift for purchases over a certain amount.

• Choose relevant gifts: Select a free gift that complements the purchased items or enhances the customer experience.

• Use limited-time offers: Create urgency by offering the free gift only for a specific period or while supplies last.

15. Optimize the mobile experience

With more customers shopping on mobile devices than ever, ensuring your website is optimized for mobile is crucial. Here's how you can make your offerings mobile-friendly:

• Simplify navigation: Ensure your mobile site is easy to navigate with clear categories and a user-friendly interface.

• Improve load times: Optimize images and reduce page load times to keep mobile users engaged.

• Streamline checkout: Make the checkout process quick and simple, with minimal steps and mobile-friendly payment options.

16. Use social proof

Social proof, such as customer reviews and testimonials, can be a powerful motivator for potential buyers. Here's how you can make the most of this strategy:

• Feature customer reviews: Display reviews prominently on product pages and landing pages.

• Showcase user-generated content: Encourage customers to share photos of their purchases on social media.

• Highlight bestsellers: Use badges or labels to indicate top-rated products.

17. Offer buy now, pay later options

Buy now, pay later (BNPL) options can make your products more accessible to a wider audience. Take a look at how you can make the most of this:

• Highlight BNPL availability: Promote the availability of BNPL options on product pages and during checkout.

• Explain the benefits: Communicate the advantages of BNPL, such as no interest or deferred payments.

• Target higher-ticket items: Encourage customers to use BNPL for more expensive products, making them more affordable.

18. Host a live shopping event

These events are a dynamic way to engage with your audience in real-time. Showcasing your products live can create excitement and drive sales. Here's what you need to do during the live event:

• Showcase popular products: The live event will demonstrate your bestsellers and new arrivals.

• Engage with viewers: Interact with your audience during the event by answering questions and offering exclusive deals.

• Record and share: Make the live event available for replay to reach customers who missed the live stream.

19. Collaborate with other brands

Partnering with complementary brands can expand your reach and attract new customers during this period. Here's how you can create an exceptional collaboration plan:

• Create joint promotions: Develop bundled deals or cross-promotions to drive sales for both brands.

• Leverage each other’s audience: Promote the collaboration through both brands’ social media channels and email lists.

• Plan for the long term: Consider turning a successful Black Friday collaboration into an ongoing partnership.

From analyzing your target audience to crafting irresistible deals and optimizing your online store, every step you take contributes to a successful holiday season. So, why wait? 

Use Gelato's print on demand services to offer customized, high-quality products during the peak period of holiday sales that's fast approaching.

Black Friday can be challenging for small shops, especially when balancing unique offers with inventory risks. With Gelato’s print on demand service, businesses can offer customized products, such as t-shirts, mugs, phone cases, and wall art, without bulk printing, avoiding overstock and stockouts. Products are printed only when ordered, reducing financial risk and promoting sustainability by minimizing waste. 

Gelato's platform also provides valuable analytics, helping businesses optimize marketing strategies and focus on trending products. By effortlessly integrating with ecommerce platforms, Gelato empowers businesses to capitalize on Black Friday without traditional inventory concerns.

Sign up for Gelato today and maximize your holiday season success.

When to start Black Friday marketing campaigns?

Start Black Friday marketing campaigns at least three to four weeks in advance. Early promotions and teaser campaigns build anticipation and engage customers. Consider offering early access deals to your loyal customers a week before Black Friday to create buzz and drive initial sales.

What sells the most on Black Friday?

Electronics like TVs, gaming consoles, and smartphones dominate sales on Black Friday. Plus, household appliances, clothing, and toys are popular items. Consumers are drawn to discounts on big-ticket items, making this a prime time for retailers to clear inventory of high-demand products.

What sells the most on Cyber Monday?

Cyber Monday sees a surge in electronics sales, including laptops, tablets, and gadgets. Fashion items, beauty products, and small home appliances also perform well. Online-exclusive deals and discounts on tech products make Cyber Monday a top shopping day for consumers seeking convenience and value.