Black Friday Marketing: Best Practices

Black Friday is the biggest shopping day of the year and officially kicks off the holiday season. Any business can get in on the opportunity (and the subsequent week), so it’s important to strategize ahead of time.

Plan early

If you haven’t already, now is the time to get your Black Friday campaigns prepped. Plan out all your deals and promotions early so you can start marketing them come November. Have your strategies planned out as well. Know which audiences you want to target and what platforms you’ll be using; try retargeting audiences you’ve built over the year. And don’t forget to choose the right goals for each campaign; conversions may be the way to go leading up to the day. 

It is also good practice to get your creative and copy made early. Making the content for ads can be a time-consuming process and you want to make sure all your imagery, videos, and text are engaging and use strong calls to action. 

Keep it relevant

As with any season, it’s important to keep your marketing relevant. This means using seasonal imagery. For the holiday season, consider focusing on celebration and togetherness (in small groups, due to the nature of this year) in your creative. Do the same with your keywords. Focus on phrases like “Black Friday,” “Cyber Week,” or “Holiday Shopping.”

Optimize online assets

Most holiday shopping will be happening digitally this year, so it’s important that your online presence is in optimal shape. Audit your online assets, such as your website, Google My Business, and social media to make sure everything is up to date and working correctly. It is especially important that your website is up to date with your sales, promotions, and policies to make it easy for customers to know exactly what you’ve got to offer this year. You’ll also want to check loading times and optimize for mobile. 


Black Friday is coming soon and it’s important to get an early start when marketing all the great deals and promotions you’ll be offering. Being the biggest shopping day of the year, no business wants to lose the marketing opportunity Black Friday brings. 

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