Black Friday 2024 is set to be massive, with holiday season sales expected to hit $1.3 trillion globally and Black Friday alone raking in nearly $10 billion. For small businesses like your candle brand, this is the perfect moment to attract new customers and increase sales. But with so many deals flooding the market, getting your products noticed requires more than just slapping on a discount.
10 Black Friday marketing tips
Get ahead of the rush with these Black Friday marketing strategies designed to engage your audience, boost sales and set your small business up for success.
1. Drop hints leading up to Black Friday
Start building anticipation early by teasing your upcoming Black Friday deals through email marketing and social media. Encourage sign-ups to your mailing list by hinting at exclusive offers. Why not ask your followers what they'd love to see discounted this year? This not only builds excitement but gives you insight into what your audience is hoping for, making your offers more targeted.
2. Create gift guides
With Christmas around the corner, shoppers are on the lookout for deals on gifts. Help them out by creating gift guides tailored to different recipients—think gifts for mums, dads, siblings or even stocking fillers. Offering bundles or discounts on themed collections will not only make shopping easier for your customers but can increase your average order value. Consider categories like “Gifts under £X” to appeal to budget-conscious buyers.
3. Work with influencers
No, you don’t need Kim Kardashian to endorse your product. Instead, seek out local micro-influencers who align with your brand. Reach out and offer to gift them your product in exchange for a review or shoutout on their social media—and of course, dropping the news of your upcoming Black Friday sale.
User-generated content (UGC) is incredibly powerful these days—customers trust real-life experiences more than polished ads. Seeing your product in action from a trusted voice can drive interest and sales without the hefty price tag.
4. Plan ads strategically
Ad costs spike during Q4, but with the right approach, they can still deliver a great return. Focus on targeted ads across platforms like Facebook and Instagram (pssst, you can find some social media marketing tips here), and don’t forget to A/B test different versions to see what resonates best.
Short, punchy ads showcasing your best deals work well in the lead-up to Black Friday. Time your ad release carefully—start early to garner attention before the rush begins but ramp up spending closer to the day.
5. Showcase your values
Don’t make your Black Friday marketing all about price slashing. Highlight the craftsmanship, quality or sustainable practices behind your products. For example, if your candles are handmade using eco-friendly materials, emphasise that in your messaging.
Another great tactic is posting videos of how the products are made. Shoppers increasingly value supporting brands with strong ethics and one-of-a-kind products, so use this as a chance to showcase what makes your small business special, beyond just discounts.
6. Offer something extra to your fans
Your loyal customers are your most valuable asset, so treat them with something special. Consider exclusive early access to your Black Friday deals, a bonus gift with purchase or even an additional discount. Nurturing this segment is key—return customers are more likely to make bigger purchases and recommend your brand to others. Make them feel valued, and they’ll stick with you long after the Black Friday frenzy has passed.
7. Implement “buy now, pay later” schemes
Offering “buy now, pay later” (BNPL) options like Klarna or AfterPay can encourage shoppers to spend more, as it eases the immediate financial impact. Customers are more likely to splurge on bigger ticket items if they can spread the cost over several months. This is especially effective during Black Friday when people are hunting for deals but may still want to stay within a budget. Implementing BNPL can lead to higher conversions and larger cart values.
8. Target abandoned carts
Black Friday is fast-paced, and shoppers often get distracted mid-purchase. Use automated emails to follow up on abandoned carts, offering a reminder or even an additional incentive like a small discount or free shipping. A well-timed nudge can be the push they need to complete their purchase, turning potential missed sales into revenue. Make sure your reminder hits while the urgency of Black Friday is still fresh in their minds!
9. Roll out flash sales
Keep the excitement going throughout Black Friday weekend by running limited-time flash sales. Offer a different deal each day—perhaps discounts on specific products or bundles on Black Friday, Small Business Saturday, and Cyber Monday. Flash sales create urgency, driving shoppers to make quick decisions to snag a deal before it’s gone. Promote these sales on social media and through email to ensure your audience doesn’t miss out on the rotating offers.
10. Follow up
Your job isn’t done once Black Friday is over—smart follow-ups can turn one-time shoppers into loyal customers. Send order confirmations with shipping and tracking details for a smooth post-purchase experience. For those who didn’t buy, offer a special extension of your sale. Welcome new subscribers with an introduction to your brand and invite recent customers to leave a product review, building social proof for future sales. All of these strategies will amplify your festive season marketing efforts.
Mastering Black Friday marketing for small businesses
Black Friday isn’t just about throwing out discounts—it’s about getting creative and connecting with your customers in a way that feels personal. If you’re searching for some creative insight to shape your marketing efforts, take a look at some famous campaigns from industry leaders for inspo.
Start by building buzz early with teasers and influencer shoutouts, and don’t forget to reward your loyal customers with something special. Flash sales are great for keeping that excitement going all weekend, and offering “buy now, pay later” options can really nudge shoppers toward bigger purchases.
Don’t let it end there! A simple follow-up, whether it’s targeting abandoned carts or sending a thank-you email, can make all the difference in turning a one-time buyer into a repeat customer. Ready to make this Black Friday your best yet? Don’t miss our other Black Friday guide for more practical insights.