How to conquer Black Friday like a boss


Black Friday tips for online retailers

Black Friday is arguably the biggest online shopping day of the year. In 2017, IMRG reported that UK shoppers splashed over £1.4b on online sales on Black Friday, whilst Springboard found that footfall to brick and mortar stores was down by almost 4%. The statistics show that UK shoppers prefer the convenience of online shopping over traditional sale shopping, so we’ve put together our top tips to help online retailers take full advantage of this retail holiday.

Data, data, data

Black Friday only comes around once a year, so make the most of this boost in website traffic, sales and new customers by collecting as much data as possible. Two simple ways to do this is by adding a pop up asking them to subscribe to your email (you can even throw an incentive in there as Kate Spade has below), or you can give them the option to sign up and choose their preferences in a post-purchase email. Collecting this data while you can means you can retarget to them long after Black Friday is over

kate spade pop up.png

Ask them what they thought

Whether it be to give a review about the product they bought or service they received, customers like to feel valued and it’s great to collect this implicit data. Using an automated marketing and review platform like Yotpo allows retailers to easily gather customer insights and host this user-generated content on their site. Alternatively, you can set up your own post-purchase email campaigns using an email platform like Dotmailer and integrate them with a review platform like TrustPilot.

Improve your search

‘Hello, is it me you’re looking for?’ Make your website search sing like Lionel Richie with an AI-powered smart search solution like Klevu. The truth is most sale shoppers know what they want and have waited for Black Friday to come along to make their purchase. Streamline their journey and make it easier for them to find what they want using Klevu features like rich autocomplete, personalised search and automated catalogue enrichment.


Show them what you got

Make the most of the peak in traffic and sales by showing off your other products. AI-powered personalisation platform Nosto is able to analyse the browsing and buying behaviour of every visitor to your store (even first-time shoppers) to display relevant products across your site in real-time. You can choose to display these insights however you like whether it be a ‘Customers also bought’ section or ‘You may also like’ section like Aphrodite below.


More choices at the checkout, yes, please!

During Black Friday or other promotional sales, it’s often the products of larger monetary value that are the most popular as shoppers search for those big savings. Offering a buy now pay later option will not only lead to an uplift in conversions but also AOV as customers decide they can afford to buy more and split the cost over a longer period. Klarna payment solution offers 3 alternative checkout options: ‘Pay later’, ‘Slice It’ and ‘Slice it in 3’, giving customers more choice when it comes to payments and appealing to Black Friday shoppers making those larger purchases.

Alongside our top tips above we have included examples from some of the online retailers we work with. If you’re interested in implementing any of the above strategies for the holidays or simply want to improve your overall conversion rate, customer retention or AOV, we can help. Contact one of our eCommerce experts today who can advise you on how to integrate these third-parties with your current Magento store.

Jessica Truscott