5 Signs Your Black Friday ECommerce Strategy Needs an Upgrade in 2024

In 2023, Black Friday sales reached an estimated £13.3 billion, marking a 7.3% year-on-year increase. For many brands, the Black Friday and Cyber Monday weekend in 2024 will be a critical period, making now the ideal time to begin preparations.

In this blog, we’ll highlight the key warning signs that your Black Friday eCommerce strategy may need an upgrade in 2024. We’ll also provide actionable tips to help you refine your approach and ensure a successful shopping season.

What Can We Learn From 2023?

One of the key insights from Black Friday 2023 is that the occasion has evolved from a single-day event into an extended sales period. Consumer spending now starts to rise as early as 11th November, indicating a longer, more gradual build-up to the peak shopping days.

This reflects a shift towards a drawn-out sales season rather than a concentrated shopping frenzy.

ECommerce stores can adapt to these shifting customer behaviours by developing proactive strategies that span the entire sales period, allowing them to engage consumers more effectively throughout the season.

5 Signs Your Black Friday ECommerce Strategy Needs a Refresh

1. Declining Sales
   If your year-on-year sales are declining or failing to grow, that’s a clear indication that your current approach is losing its appeal. Trends shift quickly and consumer expectations are constantly evolving, so it’s important your strategy does too.
2. Low Engagement
   If your email click-through rates or social media engagement are low, your promotions may not be resonating with your audience. This signals a need to refresh your messaging or approach to targeting.
3. High Cart Abandonment
   A high cart abandonment rate during Black Friday suggests that something in your checkout process is turning customers away. This could be due to high shipping costs, a slow site or a complex checkout process.
4. Poor Mobile Conversion Rates
   If mobile users make up a significant portion of your traffic but have a low conversion rate compared to desktop users, your site probably isn’t optimised for mobile shopping. A slow-loading site or a difficult-to-navigate layout could be a major barrier to conversions.
5. Overreliance on Discounts
   If your strategy is heavily reliant on high discounts to drive sales, you might be missing opportunities for brand-building or upselling. Over-discounting can reduce your brand’s perceived value, limiting your likelihood of retaining customers.

2024 Black Friday Marketing Ideas For ECommerce

Want to increase your online traffic this discount season? Take a look at these effective Black Friday marketing ideas for eCommerce:

• Utilise Flash Deals & Giveaways

To keep your audience engaged throughout the entire sales period, flash deals and giveaways are an excellent tactic, designed to keep your visitors coming back for more. These deals create an immense sense of urgency, helping your brand create a long-lasting buzz among its potential target audience.

Gift voucher promotions are a powerful way to attract new customers, especially during the holiday season. At JEM Marketing & Fulfilment Services Ltd., we’re proud to partner with a leading gift voucher solution provider, serving hundreds of luxury hotels around the globe.

Beyond leisure and hospitality, we also support businesses across various sectors in streamlining their fulfilment processes. From pet accessories and homeware to fashion and cosmetics, if you’re looking to improve your gift voucher delivery, we can help.

To discover more about our gift voucher fulfilment services, please get in touch.

• Assess Your Website

Creating effective strategies is not enough to guarantee results. Before the Black Friday rush hits, ensure your website can handle an influx in traffic and transactions. Perform checks on your website’s speed, functionality and overall usability. Be sure to address any issues that may affect the customer journey.

• Recognise the Power of Social Media

Social media is an indispensable tool for eCommerce businesses, especially during major shopping events. By sharing ‘sneak peeks’ of upcoming deals and launching countdowns to Black Friday, you can start building anticipation weeks, or even months, in advance.

Collaborating with influencers within your industry is also a great way to promote your Black Friday offers. Not only can these partnerships expand your reach and broaden your audience, but they can also enhance your brand’s credibility and trustworthiness.

• Create a Segmented Email List

Segmenting your email list is crucial during the Black Friday period. By categorising your subscribers based on their past purchases, demographics and preferences, you can create a tailored email campaign that provides your audience with relevant content.
Whether it’s offering specific discounts to loyal customers or a welcome offer for new subscribers, a segmented email list improves your chances of delivering valuable offers that resonate with your audience.

• Improve the Customer Experience

There’s no denying that mastering the Black Friday buzz can be a powerful tool for businesses. However, it’s crucial to remember that retaining customers beyond the discount season is just as important.

To achieve this, delivering a seamless shipping experience and exceptional customer service is key. This is where partnering with an experienced fulfilment provider makes all the difference!

Choose JEM

At JEM, we’re pleased to provide outstanding eCommerce fulfilment services, designed to ensure your customer’s orders reach them safely in a timely manner.

If you’re ready to supercharge your Back Friday eCommerce strategy in 2024, we’re here to help! To find out more about our unrivalled services, please get in touch with our team. Please call us on 01483 204479 and speak to a member of our team today. Alternatively, fill out our enquiry form below and we’ll get back to you as soon as possible.