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Black Friday Do’s and Don’ts for eCom Brands: A Strategic Guide
Introduction
I’m Jack Farrer, director of Farrer Digital. I have operated in paid media for over 10 years and have seen a number of successful and less successful Black Friday strategies. Here I outline 6 key tops for getting your strategy right.
Black Friday is one of the most anticipated shopping events of the year. For eCommerce brands, it’s a golden opportunity—but it comes with its pitfalls. While it may be tempting to jump headfirst into deep discounts and massive sales, taking a thoughtful approach can save your brand from long-term repercussions. Here’s your guide to the do’s and don’ts of navigating Black Friday successfully.
1. Dare to Go Against the Grain
Not every brand needs to join the Black Friday sales frenzy. In fact, some of the most confident and strategic businesses skip public Black Friday promotions altogether. Why? Because prioritising the long-term integrity of your pricing and customer experience can often deliver greater returns than a short-term revenue spike.
Instead of chasing quick bucks, consider focusing on consistent messaging and customer relationships. This approach not only protects your brand equity but also ensures you’re not training your customers to wait for sales before making a purchase.
2. Beware the Illusion of Success
Black Friday sales can give a false sense of achievement. Sure, a flood of customers might make November’s numbers look great, but are these buyers truly valuable to your brand?
In many cases, they’re deal-hunters—loyal not to your brand, but to the next big discount. These one-time shoppers are unlikely to convert into repeat customers, making the cost of acquiring them far higher than it appears. Focus on building relationships with customers who genuinely value your offerings.
3. Never Discount Your Best Sellers
Your best sellers are the backbone of your business. Deeply discounting them during Black Friday may seem like a way to drive traffic, but it can actually hurt your brand in multiple ways:
- Eroding profit margins: Slashing prices on top-performing products cuts into your revenue unnecessarily.
- Devaluing key products: Frequent discounts may lead customers to perceive your best sellers as overpriced at full price.
Instead, use Black Friday to clear out underperforming inventory. This generates cash flow without jeopardizing your top products.
4. Avoid Deep Discounts
High-percentage discounts may grab attention, but they can also damage your brand perception. Offering steep cuts suggests your products aren’t worth their original price and sets an unsustainable expectation for future sales.
Instead, focus on strategic pricing that protects your margins while still enticing shoppers. Examples include:
- Offering smaller, manageable discounts (e.g., 10%-15%)
- Running flash sales on specific categories or products
- Creating exclusive bundles or free gift promotions
5. Attract the Right Customer
Your Black Friday offers should be designed to attract high-value, loyal customers—not just deal-chasers. A great way to achieve this is by shifting the focus from discounts to added value.
For instance:
- Offer free gifts or extra product rather than a straight price cut.
- Introduce tiered rewards that incentivise larger purchases or repeat buys.
- Run loyalty-based promotions, such as early access for VIP members.
These strategies filter out bargain hunters and bring in customers who appreciate the quality and uniqueness of your brand.
6. Clear Stock Strategically
If clearing out inventory is part of your Black Friday strategy, be deliberate about how you do it. Avoid turning your website into a bargain bin and focus on value-driven offers that still align with your brand.
Consider these tactics:
- Member-exclusive deals: Reward loyalty by offering discounts to your email subscribers or loyalty program members.
- Bundles with high-stock add-ons: Combine slower-moving products with your best sellers to create irresistible bundles.
- Introductory product discounts: Use discounts strategically to encourage first-time buyers to try new or lesser-known items.
Turning Black Friday into a Brand-Building Opportunity
Black Friday doesn’t have to be a race to the bottom. By avoiding excessive discounts and focusing on customer value, you can turn this high-stakes shopping day into an opportunity to build loyalty, protect your brand, and boost your bottom line in a sustainable way.
Remember: the real winners of Black Friday aren’t just those who make the most sales—they’re the brands that emerge stronger and more aligned with their long-term goals.
FAQs
Q: Is skipping Black Friday sales risky for eCom brands?
A: While skipping Black Friday might seem counterintuitive, it can protect your brand’s long-term value and pricing integrity. Focus on communicating your unique value proposition to loyal customers.
Q: What’s the best way to clear inventory on Black Friday?
A: Consider member-exclusive deals, product bundles, or small discounts on underperforming products. These approaches move inventory while preserving brand value.
Q: How can I attract loyal customers during Black Friday?
A: Design offers that emphasise added value—like free gifts, exclusive bundles, or loyalty program perks—over straightforward discounts.
By balancing short-term gains with long-term strategy, your brand can make Black Friday a powerful asset—not just a quick cash grab. How will your brand approach Black Friday this year?