This year’s Black Friday was a record-breaking moment. Online sales soared to $10.8 billion, up 5% from last year, while foot traffic in stores also increased. Behind these numbers are insights that can transform the way brands connect with customers—and this is where your marketing strategy can shine.
Let’s break down what this means for eCommerce businesses. From building deeper customer connections to refining how you show up across channels, here are the key takeaways you can use to turn Black Friday success into year-round growth.
1. Meet Customers Where They Are with Integrated Strategies
Shoppers don’t think in channels—they just want convenience. Whether it’s scrolling online or browsing in-store, seamless integration is the key to meeting customers where they are.
- What This Means for You: Customers who feel seen and supported across multiple touchpoints are more likely to stay loyal. Whether it’s BOPIS, synced inventory, or personalized recommendations, an omnichannel approach ensures you’re there for them wherever they are.
2. Use Personalization to Make Every Interaction Count
Black Friday proved again that personalized offers drive engagement. AI tools and data analytics let you anticipate what customers want before they even know it themselves.
- Your Opportunity: Explore how predictive analytics and AI can shape the way you deliver promotions and experiences. Personalization doesn’t have to be complicated. Start by using customer data to craft relevant email campaigns or dynamic website experiences. Not sure where to start? Think about what your best customers love—and give them more of it.
3. Get Ahead with Early Promotions
The most successful brands didn’t wait for Black Friday to kick off—they built excitement weeks in advance. Early deals helped these businesses capture attention and create retargeting opportunities for the big day.
- How to Leverage This: By starting early, you get ahead of competitors and reach customers before they’re bombarded with offers. Plus, you’re gathering data and insights that can shape your Black Friday and holiday campaigns.
4. Make Mobile a Priority
For many shoppers, their phone is their favorite store. If your mobile experience isn’t fast, user-friendly, and optimized, you’re missing out.
- Ask Yourself: How easy is it for your customers to shop on the go? Simplify your mobile navigation, ensure pages load quickly, and make the checkout process as frictionless as possible.
5. Tell a Story That Matters
Shoppers are more tuned in to a brand’s purpose than ever before, especially younger audiences. Black Friday campaigns with a focus on sustainability and social impact stood out from the crowd.
- What to Do Next: Find ways to connect your brand’s values with your promotions. Use your marketing to tell a story. Whether it’s highlighting sustainable products or showcasing your community initiatives, align your promotions with what your audience cares about most.
6. Bridge the Gap with BOPIS (Buy Online, Pick Up In Store)
The popularity of BOPIS (Buy Online, Pick Up In Store) continues to grow. It combines the convenience of online shopping with the immediacy of in-person pickup—perfect for busy shoppers.
- Why It Matters: Highlight your BOPIS options in ads, email campaigns, and even on social media. Emphasize convenience, speed, and the added bonus of skipping long delivery wait times.
7. Retarget Shoppers Post-Sale
Black Friday doesn’t have to be a one-and-done event. The best brands use post-sale retargeting to keep customers engaged and encourage repeat purchases throughout the holidays.
- Your Next Step: Segment your audiences based on their shopping behavior—first-time buyers, loyal customers, and those who browsed but didn’t buy. Send personalized follow-ups that inspire them to come back.
8. Test, Learn, and Test Again
Not every discount or promotion will hit the mark—but every campaign is a learning opportunity. This Black Friday, A/B testing helped brands identify which offers worked best.
- What You Can Do: Analyze what resonated with your audience and build on it for future campaigns. Take a Test, Learn and Grow approach. Experiment with different offers, formats, and messaging, and let the results guide your strategy for future sales events. Every campaign is an opportunity to learn.
9. Turn Insights Into Action
Black Friday is more than just sales numbers—it’s a glimpse into what your customers want. The behavior you saw this season can inform your strategies for the rest of the holiday rush and into next year.
- Pro Tip: Dive into your data. What trends emerged? What products were hot? Use this information to refine your targeting, improve your messaging, and build strategies that deliver results.
Ready to Elevate Your Marketing Strategy?
Black Friday 2024 isn’t just a headline—it’s a roadmap. By applying these lessons, you can create campaigns that go beyond sales and build lasting relationships with your customers. At Level Agency, we believe in blending creativity with scientific precision to help businesses like yours achieve uncommon results.
Curious about how these strategies can work for you? Let’s start a conversation. Reach out!
