Black Friday Marketing Strategies 2025: 29 Tactics That Actually Drive Sales

• TABLE OF CONTENTS

  • TL;DR: What You’ll Learn in This Guide
  • Black Friday Marketing Strategies: Quick Wins, Who to Target & How to Launch
  • Section 1: Pre-BFCM Setup (6 Strategies)
  • Section 2: Conversion Boosters (7 Strategies)
  • Section 3: Omnichannel Campaigns (7 Strategies)
  • Section 4: Post-Purchase & Retention (4 Strategies)
  • Section 5: AI-Enabled & Advanced Strategies (5 Bonus Tactics)
  • Black Friday Pitfalls to Avoid (Quick Hits)
  • 🎯 Choose Smart Over Hype
  • Want expert eyes on your store?
  • Frequently Asked Questions About Black Friday Marketing

A strong Black Friday plan isn’t built on guesswork—it’s built on strategy.

To help you move fast and stay focused, we’ve organized these 29 proven tactics into five categories that match every stage of your Black Friday marketing funnel.

• Pre-BFCM Prep
• Conversion Boosters
• Omnichannel Campaigns
• Post-Purchase
• AI-Enabled Tactics.

However, before diving into Black Friday marketing strategies, make sure your store is technically ready. Our eCommerce Holiday Readiness Checklist covers the key fixes to handle traffic spikes.

Black Friday Marketing Strategies: Quick Wins, Who to Target & How to Launch

These Black Friday marketing tactics are designed for eCommerce brands that want practical, fast-launch strategies.

Section 1: Pre-BFCM Setup (6 Strategies)

A solid Black Friday marketing plan starts weeks before the sale. 

This first set of strategies helps you prep your products, tech, and marketing list—so you’re not scrambling when the sales flood hits.

Strategy #1: Forecast Your Top Sellers

If you’re guessing what to promote, you’re risking your margin.

The better move? Look at the data.

Use Shopify reports or Google Analytics to see which products are already performing. Check the past 90 days’ top SKUs, and compare them to what sold best during last year’s BFCM.

Here is an example of revenue comparison for the top 5 Products could look like:

See how your current bestsellers stack up against last year’s BFCM hits. This helps you pick the right products to feature in your Black Friday plan.

Next, ask:

• Are they in stock?
• Do they have enough margin for discounts?
• Can you turn them into bundles?

Promote what’s already converting as it gives you higher ROI and fewer dead-end campaigns.

Strategy #2: Segment Your Email & SMS Lists

Segmenting your Email and SMS lists and sending them messages with different subject lines and offers for each group results in:

• Better replies.
• More clicks.
• Fewer unsubscribes.

What to do:

• Look at your list and sort people based on how they’ve interacted with your brand.
• ho’s bought more than once?
• Who opens your emails but never buys?
• Who left something in their cart?

Start with four simple groups:

• VIPs
• Engaged non-buyers
• Cart abandoners
• Cold leads

You don’t need fancy automation to do this. Even a basic filter in Klaviyo or Postscript will help you get more personal with your messages.

Strategy #3: Tease the Sale- Hook the Click

Want people lined up before the sale starts? A teaser page gets them there.

Keep it simple:

• Catchy headline
• Signup form
• Countdown timer or launch date

You can build it right in Shopify. Or, if you want more design flexibility, try something like Replo or PageFly.

Keep it tight. One page. One message. Just enough to ignite curiosity, and they will be happy to provide their email.

Strategy #4: Warm Up Ad Audiences 

Start warming people up now.

Keep it light:

• Product highlight videos
• Behind-the-scenes content
• Reminders that something big is coming

Run low-cost traffic or engagement campaigns to build retargeting audiences. These warm leads will click faster (and cheaper) when your Black Friday marketing offer goes live.

Start 2–3 weeks out. Meta, TikTok, YouTube—pick the platform your customers actually scroll.

No hard sell. Just a nudge. Enough to make sure they recognize your brand when it’s go-time.

Strategy #5: Run a Tech + Speed Audit 

Running a technical and speed audit of the website before Black Friday sale traffic saves you from losing your customers and revenue.

What to check:

• Does your site load fast on mobile?
• Any broken links or buttons?
• Is checkout smooth, with no weird errors?
• Are your apps or custom code slowing things down?

Use PageSpeed Insights or Shopify’s built-in speed report to get a feel for how things are running. Then click through your store like a customer would—from homepage to checkout.

Even small fixes can make a big difference when the traffic hits.

Strategy #6: Finalize Bundle + Offer Map

Bundles work because they increase value without cutting your margins.

What to do:

Group products that naturally go together—same routine, same use case, same customer.

Then plan your offer types:

• Bundles (“Buy 2, Save 10%”)

• Threshold offers (“Free gift over $100”)

• Tiered discounts (“Buy more, save more”)

Sketch it all out in one place. Know what goes live, when, and where. This keeps your Black Friday plan clear—and your promos from overlapping or confusing buyers.

Section 2: Conversion Boosters (7 Strategies)

When someone hits your site, the mission is simple: get them to buy and then more—and push that cart total higher.

These Black Friday marketing ideas help you boost conversion rates and AOV without sacrificing margins or over-discounting.

Strategy #7: Get Them to Spend More Without Even Noticing

Here’s a trick that works: give people a reason to add one more thing to their cart. Then another.

Tiered discounts do exactly that:

• Spend $50 → save 10%
• Spend $100 → save 15%
• Spend $150+ → save 20%

They’ll chase the next tier without even thinking twice.

Set it up in Shopify or another eCommerce platform you use, or use an app like Stackable. And make it prominent so that they can see how close they are to that next reward.

Strategy #8: Offer a Free Gift 

Offering a freebie increases the AOV and does the trick without any discounts.

What works:

Choose a lightweight product with high appeal—maybe a travel-size version, a limited sample, or branded merch. Offer it free when customers spend just above your current average.

For example:

AOV = $80? Offer a freebie at $100. That extra $20 can be the difference between an okay order and a great one.

Source: Digismoothie

Strategy #9: Product Bundles – Make It Easy to Buy More

Got bundles planned as per Strategy #6 above? Time to make them sell.

The Move:

Group complementary products. Then package them in a way that makes sense—visually and logically.Label with things like:

• “Complete the Set”
• “Buy Together & Save”
• “Bundle & Save”

Spell out the payoff: price break, free shipping, or less decision fatigue, and see an increase in AOV.

You can set up bundles with built-in tools on most ecommerce platforms or use product bundling apps.

Source:Philosophy.com

Strategy #10: Cart Countdown Timer – Add a Reason to Check Out Now

Adding a cart countdown time pushes people to make the decision quickly.

When someone adds something to their cart, start a short timer. Keep it in plain sight—on the cart page or as a sticky banner that follows them through checkout.

Use phrases like:

• “Your cart is reserved for 15 minutes.”
• “Cart expires in 15:00.” 

Create a sense of urgency without being aggressive.

There are tools available for most platforms—Shopify users can try Hurrify or Ultimate Scarcity Pro, while others can use options like POWR or OptiMonk.

Strategy #11: Smart Pop-Ups – Catch the Exit Before It Happens

Use exit-intent pop-ups to trigger a last-minute offer when someone moves to leave. A “mystery deal” (like “Reveal your surprise”) works even better—it adds curiosity and boosts opt-ins.

Try using:

• “Spin to win” style discount games
• Surprise % off in exchange for email or SMS
• “Unlock your deal” pop-up with a scratch-to-reveal or tap-to-reveal mechanic

Source: Optimonk

What to use:

Most major platforms—Shopify, WooCommerce, BigCommerce, Wix, and Magento—support pop-up apps or integrations.

Popular tools like OptiMonk, Justuno, Privy, Poptin, and Klaviyo work across platforms and let you create:

• Exit-intent triggers
• Mystery deal reveals
• Gamified pop-ups (like spin wheels or scratch cards)

No matter what platform you’re on, look for tools that let you customize both the timing and reward.

Strategy #12: Make Free Shipping Bar Visible

Everyone loves free shipping. But most people don’t know they’re just a few bucks away.

Use a live cart progress bar that tracks how close they are to the threshold. That little nudge adds up fast.

Examples:

• “You’re $18 away from free shipping!”
• “Almost there… just $5 more!”

This turns your free shipping offer into a motivator—not just a line on your PDP.

What to use:

Many eCommerce platforms (WooCommerce, BigCommerce, Wix, Magento, etc.) support free shipping bars through native features or use Free Shipping Bar by Hextom, Vitals, if you are on Shopify.

Strategy #13: One-Click Upsells – Sell More After the Checkout

Use a post-purchase upsell that shows up after checkout—no need for the customer to re-enter their payment info. 

Examples that work:

• “Add the S-Series Snowboard for 15% off”
• “Upgrade to the deluxe version for $12 more.”
• “Get a second bottle for half price.”

Source: Shopify

Section 3: Omnichannel Campaigns (7 Strategies)

Your customers aren’t sitting in one place—and your Black Friday marketing shouldn’t either.

This section shows you how to connect the dots across email, SMS, social, and ads—so your Black Friday marketing shows up with the right message, in the right place, at the right time.

Strategy #14: BFCM Email Sequence

Implement a coordinated three-email campaign to achieve peak BFCM performance.

Email 1– Early Access: Let your best customers shop before anyone else.

Email 2– Launch Day: Go big. Go bold. Make it unmissable.

Email 3– Final Call: It’s the last shot—remind them before it’s gone.

Use every message to increase momentum. Stay mobile-first and benefits-focused.

What to use:

Platforms like Klaviyo, Mailchimp, Omnisend, or Brevo make it easy to segment and automate your BFCM flows.

Strategy #15: SMS Offers for VIPs – Reward Loyalty, Drive Fast Action

Send special Black Friday deals to your SMS subscribers, especially your VIPs and frequent buyers, to make them feel special.

Keep messages clear and simple, such as: 

• “Early access starts now 🔓”
• “VIPs get 25% off before anyone else.”
• “You’ve unlocked a private BFCM deal 🎁”

Because Text Messages are quick to read on phones, they get opened fast and encourage quick responses.

Source: Yotpo

What to use:

Tools like Attentive, Postscript, Klaviyo SMS, Omnisend, or SMSBump work well for managing SMS lists and automating messages on most eCommerce platforms.

Strategy #16: Social “Deal Drop” Series – Build Buzz That Sticks

Black Friday isn’t just about the discount—it’s about how you reveal it. So, instead of dumping all your deals on launch day, release them in parts using Stories, Reels, and short videos. Treat it like a mini product drop every day.

Your posts could say:

• “Deal Drop #1 is live.”
• “24-hour flash deal — ends at midnight!”
• “Next drop goes live tomorrow. Don’t miss it.”

Keep it visual, fast-paced, and fun. That energy makes people come back to check what’s next.

What to use:

Instagram, Facebook, TikTok, and YouTube Shorts all work for this. You can schedule in batches using Meta’s built-in tools, Later, or Buffer.

Strategy #17: Retargeting Ads with Urgency – Catch the Ones Who Almost Bought

When people leave your site without buying, retargeting gives you another shot.

Source: Gempages

Run retargeting ads to people who browsed products, added something to their cart, or checked out your sale page.

Add a sense of urgency to your message with lines like:

• “Still thinking it over? The sale ends tonight.”
• “Don’t miss your 20% off—your cart’s about to expire.”
• “Only a few left—grab yours before it’s gone.”

Use countdowns, stock scarcity, or reminder-style CTAs to nudge the finish.

What to use:

Facebook Ads Manager, TikTok Ads, Google Ads, and Pinterest Ads all support audience retargeting based on pixel events or email lists.

Strategy #18: Influencer Drop or Takeover – Tap Into Their Audience

Work with an influencer your audience already trusts and follows. 

Here’s how they can help boost your Black Friday sales:

• Promote an exclusive, time-sensitive Black Friday deal
• Take control of your Instagram or TikTok for the day to create fresh, engaging content
• Show off your product in action—whether it’s unboxing, styling, using it, or giving an honest review

Let their audience see your product through someone they already connect with.

Source: Socialinsider

What to use:

DM creators or use influencer platforms like Shopify Collabs, Upfluence, Collabstr, or Aspire. Focus on micro-influencers if you’re on a tight budget—they often get better engagement and cost less.

Strategy #19: Use Push Notifications for Mobile 

Skip the customer’s crowded inbox during BFCM and send Push notifications (if you have a mobile app for your store). These hit faster—and get seen more often. 

Use them to drop flash deals, send reminders, or build hype for what’s next.

Think:

• “Flash Deal – ends in 2 hours”
• “Deal #3 just went live.”
• “Almost there—1 more item = free shipping”

Source: Shopney

What to use:

Platforms like OneSignal, PushOwl, or Firepush work with most eCommerce platforms. 

Strategy #20: “Deals of the Hour” Multi-Channel Alert 

Release a new deal every hour—and hit every major touchpoint when you do:

• Instagram Stories
• Email or SMS
• Push notification
• A banner on your site

It creates urgency and gives your audience a reason to keep coming back all day.

Use tight, urgency-driven copy like:

• “Deal #4 just dropped—ends in 59 minutes”
• “Next hour, next offer. Don’t blink.”
• “7 drops. 1 day. Stay ready.”

Tools that help:

Use Buffer or Later to pre-schedule posts, Klaviyo for email and SMS blasts, and your theme’s promo bar to update the site in real time. It works no matter what platform you’re on—Shopify, WooCommerce, Wix, BigCommerce—just make sure your setup lets you move fast.

Section 4: Post-Purchase & Retention (4 Strategies)

Most brands stop their Black Friday marketing once the sale ends, but the smartest ones use post-purchase flows to turn buyers into repeat customers..

What you do after Black Friday determines whether your customers remember you — or move on to someone else.

Strategy #21:Thank-You Flows — Keep Customers Coming Back

A good thank-you message confirms the sale. A great one starts the next.

Here’s how to do it well:

Don’t stop at “Your order is on the way.” Instead, build a short post-purchase flow that shows your customer you care and keeps them connected to your brand.

Try a simple 4-touch sequence:

• Right after purchase: Order confirmation + a warm thank you
• 1–2 days later: Share a few tips, care instructions, or FAQs
• After delivery: Ask for a quick review or invite them to your loyalty program
• About a week later: Offer a referral bonus or surprise discount

It doesn’t have to be complicated—just helpful and consistent. This one series can build trust, reduce support tickets, and make your new customers feel like they made the right choice.

What to use:

You can set this up using Klaviyo, Omnisend, Mailchimp, Drip, or Brevo. Most also support SMS if your list is already warmed up.

Start with one product line or collection. Then expand once you see results.

Strategy #22: Referral + Gift Cards – Turn Buyers Into Brand Advocates

Your best new customers are the ones your existing customers send your way.

What to do:

After someone makes a Black Friday purchase, invite them to refer a friend. Instead of just a discount, offer a reward they’ll actually want—like a digital gift card.

Example: Send a friend 15% off. You’ll earn $20 when they buy.

This keeps the post-sale momentum going and gives happy customers a reason to spread the word.

What to use:

Many platforms (Smile.io, ReferralCandy, Yotpo, Rise.ai) work across Shopify, WooCommerce, BigCommerce, and more. You can also use simple email flows with trackable codes if you’re just starting out.

Strategy #23: Review & UGC Campaigns – Let Your Customers Sell For You

Shoppers trust fellow shoppers more than polished ads from brands. Real photos and reviews beat polished ads every time.

What to do:

When the holiday dust settles, send out a quick ask: “Mind sharing a review or pic of your order?” It doesn’t need to be fancy—just real.

Those reviews work as Gold for your next campaign. Also, feature the best submissions on your homepage, emails, or product pages. It builds trust instantly—especially for new shoppers.

Source: Shopify

Ways to collect:

• Ask for a photo review with their first name and why they bought
• Run a “Show Us Your Haul” giveaway—pick a winner from those who tag you
• Send a follow-up email: “Got your order? Snap a pic & we’ll send you 10% off your next one”

What to use:

Most platforms—Judge.me, Loox, Okendo, Stamped, Yotpo—support review collection with photos or videos. 

Strategy #24: Bounceback Offers – Turn November Shoppers Into December Buyers

Your Black Friday customer just bought from you—don’t wait a year to talk to them again.

What to do:

Include a bounceback offer with every BFCM order that gives them a reason to return in December.

This could be:

• A thank-you email with a discount code

• A flyer or postcard in the package with “15% off your next order”

• A follow-up message after delivery with a limited-time re-order bonus

The timing is perfect—holiday gifting is still going, and buyers already trust you.

What to use:

You can trigger bounceback flows through your email platform, or drop a physical insert using your 3PL or shipping tool. Shopify, WooCommerce, BigCommerce, Wix—they all support this.

Section 5: AI-Enabled & Advanced Strategies (5 Bonus Tactics)

After the holiday sale, most brands slow down. The smart ones get better with every click and conversion.

These advanced Black Friday Strategies are built for growth—quick to test, easy to scale, and made for momentum.

Strategy #25: Predictive Personalization – Recommend Smarter, Not Louder

Your store’s busiest weekend isn’t the time to show everyone the same thing. Rather, set up personalized product recommendations based on what each visitor is most likely to click or buy. 

Think:

• New visitors? Show bestsellers.
• Returning customers? Show what’s back in stock.
• High spenders? Show bundles or premium add-ons.

Start with your homepage, collection pages, and cart.

Tools to use:

Platforms like Nosto, LimeSpot, Rebuy, and Dynamic Yield handle this well. They plug into Shopify, WooCommerce, BigCommerce, Magento, and others.

Strategy #26: A/B Test Your Copy—Don’t Assume, Prove It

You don’t know what works until you test it.

What to do:

Take two versions of your copy—headline, subject line, CTA, or even product description—and run a simple A/B test. Use real customer behaviour to decide what stays.

Example:

• Subject line A: “Black Friday Is Here”
• Subject line B: “Your VIP Early Access Ends Tonight”

Run both. See which one gets more opens or clicks. That’s your winner.

What to use:

Most email tools (Klaviyo, Mailchimp, Drip) and ad platforms (Meta, Google) have built-in A/B testing features. Use them.

Strategy #27: Live Pricing Optimization – Stay Agile, Protect Your Profit

Pricing should move with demand. If something’s hot, ease up on the discount. If it’s dragging, give people a reason to grab it—better price, better bundle, better offer.

It’s not about constantly changing prices. It’s about staying flexible so you can respond to what’s actually happening—not what you thought would happen.

What to use:

Your store’s backend likely gives you the basics. If you want to dig deeper, tools like Prisync, Intelligems, or Google Shopping can help you spot trends and shift prices fast.

Strategy #28: Use an AI Chatbot to Recover Abandoned Carts

Add live chat to your cart or checkout pages. If someone’s about to leave, use it to ask if they need help, have questions, or want a quick offer like free shipping.

It’s an easy way to save a sale before it’s gone.

Source: Bloomreach

Tools to use:

Chat tools like Tidio, Gorgias, Heyday, and Zendesk let you jump in based on where people are on your site. Most work with common platforms like Shopify and WooCommerce.

Strategy #29: Swap Offers Based on What’s Working (or Running Low)

Things move fast on big sale days—so should your offers.

Keep an eye on your click-through rates and inventory. If a product’s nearly gone, pivot to one you can still sell. If it’s getting attention but not converting, either make the offer stronger or tighten up how it’s framed.

Where to focus:

Homepage banners, featured collections, email links, and landing pages—anywhere traffic is high and time matters.

Tools to use:

Most store dashboards give you click + inventory data. For faster changes, use tools like Fomo, ConvertFlow, or flexible page builders that let you update promos on the fly.

Black Friday Pitfalls to Avoid (Quick Hits)

You’ve got the Black Friday Marketing strategies. Now here’s what not to do.

Even smart stores make simple mistakes that hurt conversions, slow down fulfillment, or wipe out profits. These quick-fire reminders will help you steer clear of avoidable BFCM headaches.

• Weak Site Hosting 

• No Shipping Cutoff Countdown

• Over-Discounting Kills Your Margin

• Not Segmenting Emails

🎯 Choose Smart Over Hype

Black Friday marketing success doesn’t come from bigger discounts or louder ads. It comes from strategy, consistency, and knowing your numbers.

Now you’ve got 29 proven Black Friday marketing strategies—each grouped to help you move smarter at every stage:

✅ Pre-BFCM prep
✅ Conversion boosts
✅ Omnichannel plays
✅ Post-purchase wins
✅ AI-powered tactics

You don’t need to launch all of them. Just pick 3–5 that fit where your store is now, test them early, and double down on what works.

📥 Want a faster way to plan?

Download a printable BFCM checklist version of this blog to use with your team.

Frequently Asked Questions About Black Friday Marketing

We’ve helped a lot of brands with their Black Friday marketing strategies. Here are a few questions that come up often.

1. How do you market your store for Black Friday without killing your margins?

Avoid panic promotions. Build your Black Friday marketing strategies around smart offers—bundles, thresholds, and tiered rewards that raise your average order value. Keep blanket discounts to a minimum. Use segmented email and SMS to deliver specific offers to specific groups, so your best customers see the most relevant deals.

2. What are the best eCommerce Black Friday ideas right now?

Early hype. Simple offers. Fast follow-up. That’s the formula. Tease the sale early, make buying easy during the rush, and follow up with smart post-purchase flows to build long-term value.

3. How can small businesses compete during Black Friday?

You don’t need massive discounts to win. Use your story, your service, and your tone to stand out. 

Great Black Friday marketing strategies aren’t about size — it’s about connection. Show your face, show your team, and focus on customer experience before, during, and after the sale.

4. When should I start my Black Friday marketing campaign?

Don’t wait until November to start talking about it. You want your audience warmed up by then. 

Aim to launch teasers and collect early signups at least 3–4 weeks out. That way, when the sale hits, people are already watching and ready to buy.

5. What mistakes should brands avoid with Black Friday marketing?

Relying on discounts alone. Deals help, but if your site is slow, your checkout’s clunky, or you run out of stock, you’ll lose the sale. Stay consistent across email, ads, and social—and don’t forget your follow-up flows. The post-purchase experience matters just as much as the launch.