Have You Prepared Your Site for Black Friday?

25 October 2017| Post by Graham4 minutes


With a month to go until the biggest date in a bargain-hunter’s calendar, we thought we’d run through some key points to prepare your site for Black Friday.

Black Friday falls on the 24th November this year. It aims to lure in Christmas shoppers early, guaranteeing slashed prices over a variety of products. Of course, in a growing digital age, high-street shopping isn’t the main channel shoppers will seek sales through. Online sales mean avoiding crazed crowds – it’s a no-brainer. So, if you’ve got an e-commerce site, you’ll want to prepare it for this crazy date.

Black Friday Sales shopping

How can you get ready for Black Friday?

It doesn’t matter what products or services you’re selling on your site. If you want to be ahead of the game, you need to get prepared. We’ve created a checklist of things you should be doing to prepare for Black Friday madness. Consequently, your business can really make the most of one of the biggest shopping events of the year.

Banner design

This should be one of the first things you think about when deciding to go ahead with the sales. How will your customers know you’re taking part if they can’t see anything on your site? This doesn’t have to be a complicated process – treat it the same as any other sales promotion. Except for this time, you’ll be incorporating the words ‘Black Friday’ as opposed to just ‘SALE’. Get creative with it! Make sure you create several designs that will look good across different areas of your site. Also, don’t forget to design some promotional material for social media, too! Think Instagram-sized adverts and Facebook cover photos.

Traffic management

Perhaps one of the most crucial elements of Black Friday preparation: managing a truckload more users on your site. Ensure that your server is capable of handling an increased amount of traffic. If not, get in touch with your web hosting provider and see how long it will take to get an upgrade. Ideally, you should do this as soon as possible so that you are ready for the crazed shoppers!

Site speed

Along with traffic management, you need to ensure your site’s speed is good enough. There are probably hundreds of stores offering the same deals as you so you don’t want to turn off potential customers by loading too slow. This is even more important if your customers are browsing via mobile. Look into optimising your site to make sure it’s as quick as it can be. Bear certain things in mind like reducing image sizes before uploading and software caching.

Returns policy

This is more important than ever on Black Friday. Customers will probably be making a lot of impulse buys, as well as stocking up on Xmas gifts. Therefore, it’s really important to put in place a returns policy that accommodates this. People are much more likely to buy from an e-commerce store if there’s a guaranteed and effective returns policy.

Customer trust

Of course, this is an action that you should already have put in place. However, it’s all the more important when attracting new customers on Sales day! Displaying trust badges on your site will ensure customers that they’re in safe hands. You should do this on all your product pages and at the checkout stage.

Marketing strategy

This one probably goes without saying. Who are you looking to target on Black Friday (if it’s millennials, we can help you with that)? Put together some ways to advertise your sale across various social media platforms, and if appropriate, in catalogues and physical premises.

Take advantage of existing customers

Let your loyal customers know that you’re getting involved with Black Friday. You could add a countdown to your site a week prior to the sale beginning and send out an email to your marketing list. Offer ‘Exclusive Early Access’ to your existing customers to give them more of an incentive to buy.

Milk it!

It’s no longer just a single day of sales, companies are using Black Friday as an excuse to have week-long, even month-long sales. Advertise for an ‘Extended Black Friday Sale’, just in case you don’t sell as much as you needed.


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