#BlackFriday | Is Your Business Ready?

Black Friday is set to return on the 25th November and is expected to be bigger than ever!
Introduced 6 years ago, Black Friday is no longer a new concept to us Brits, it’s a yearly expectation where the majority of our Christmas shopping is purchased.
Last year the UK’s Black Friday broke the £1 billion mark with a 36% increase in sales from 2014. However this year it’s been predicted that we will see the first ever £5 billion shopping week in the UK, with £2 billion expected on Black Friday.
With many concerned over Brexit, UK Shoppers are wanting to save as much money as possible, therefore Black Friday will play an important role this year in providing the best deals in time for Christmas.
What did Black Friday look like in 2015?

  • £3.3 billion was spent in total over the Black Friday weekend
  • Cyber Monday spend reached £968 million in sales which is up 34% up year on year
  • In store footfall decreased by 4%
  • Mobile traffic and sales shares vs 2014 increased by 10% and 15% (respectively) on Black Friday, and by 19% on Cyber Monday
  • 63% of traffic on Black Friday was on a mobile device with 47% of sales share compared to 53% on desktop

You’ve heard just how lucrative Black Friday can be, here’s how you can get your business ready to profit from the Black Friday madness:


It’s predicted that the majority of purchases on Black Friday 2016 will be made on mobile devices. It’s therefore as important as ever to ensure your website is transactional on mobile devices, and also easily navigable through being thumb friendly. If your site can’t be browsed on mobile, you’ll loose customers as they shop elsewhere.

Email Marketing

Customers love to keep updated, and to feel loved. So why not let your customers know what kind of deals they might be expecting in the run up to the Black Friday weekend, or even send them unique offer codes. If you have a database of customer emails, then you’re half way there to creating an email campaign. All you need is unique and engaging content, and a great design.


Serve ads over the Black Friday weekend to those who visited your website but failed to purchase with display or social re-marketing. These are great, and generally have a high CTR as the users that they’re being served to have already engaged with your site.

Search ads

Create Black Friday or Cyber Monday specific search campaigns, detailing any promotions you may have running in your ad text.
Google introduced expanded text ads earlier this year to help you connect further with potential customers, and from January 31st 2017 you will no longer be able to create or edit standard text ads within Adwords! November is therefore prime time to ensure your Adwords account includes expanded text ads.

Social campaigns

Capture your customers with a countdown to Black Friday to keep them excited! You can post throughout the weekend with the top deals and promotional codes, and you can get your customers involved by asking them to post their bargains with a hashtag. Twitter, Facebook and Instagram have all proven to be successful for engaging your audience, with the use of large imagery and a snappy CTA.

Ad Creative

Black Friday is a great time to create new and exciting ads to entice customers to purchase from you. From display to social, there are a number of platforms available to share big impactful creatives, encouraging your audience to spend.
Want to maximise your sales during the Black Friday and Cyber Monday madness? Speak to a member of our lovely team today on 0800 222 9300 to ensure you don’t miss out!

  • Google
  • Econsultancy
  • Marketing Week

Written by Natalie Williams

Client Partner Marketing Manager

Follow Natalie on Twitter