Last-Minute Black Friday Strategies
How to Maximize Sales in the Final Stretch
The countdown to Black Friday is on, and if you’re feeling a bit behind, don’t worry—you’re not alone. With just a few weeks left until the biggest shopping day of the year, there’s still time to put together some powerful last-minute strategies to boost sales, increase brand visibility, and keep your brand top of mind long after the initial rush ends. As Black Friday and Cyber Monday (BFCM) evolve into extended events across platforms, understanding how top e-retailers approach these events can give brands insight into best practices.
Whether you’re just getting started or looking to add a final push to your existing campaign, these last-minute Black Friday strategies can help you drive traffic, increase conversions, and make the most of this holiday shopping season.
Comparison of Top 5 Online Retailers’ BFCM Strategies
Here’s a look at how Amazon, Walmart, Target, Best Buy, and Shopify approach the Black Friday and Cyber Monday tentpole events, each bringing its unique strengths to the season.
| Retailer | BFCM Focus Areas | Key Strengths | Unique Features & Considerations |
|---|---|---|---|
| Amazon | Early access deals, flash sales, wide selection | Unmatched scale and variety; advanced personalization | Known for 24-hour flash sales and Prime Early Accesssales. Leverages AI-driven recommendations for personalized shopping. |
| Walmart | In-store & online deals, extensive bundling | Strong in omnichannel fulfillment; brand recognition | Popular for buy-online-pickup-in-store (BOPIS) options and in-store exclusive deals. Extended BFCM deals throughout December. |
| Target | Promotions on essentials, apparel, and home goods | Excellent customer loyalty programs; family-oriented | Emphasizes “Target Circle” member discounts. Known for generous return policies and cross-platform “Deals Week” sales. |
| Best Buy | Tech-focused deals, financing options, bundle discounts | Niche in electronics; financing offers for big-ticket items | Early Black Friday deals with exclusive My Best Buy member perks and extended financing options for high-value items. |
| Shopify | DTC brand deals, small business spotlighting | Showcases small businesses; customizable storefronts | Shopify-hosted stores offer independent brand dealsacross niches. Highlights small businesses through “Shopify Spotlight” campaign. |
1. Create Limited-Time Offers to Build Urgency
One of the best ways to encourage impulse purchases during Black Friday is to create limited-time deals that compel customers to act fast. Flash sales, countdown timers, and “doorbuster” deals are excellent for building urgency and converting browsers into buyers.
- How to do it: Set up a countdown timer on your website to show how much time is left for each deal. Use clear messaging like “Limited Stock” or “Only a Few Left!” to emphasize scarcity.
- Pro Tip: Consider offering early-access deals to loyal customers to foster brand loyalty. A VIP-only sale or exclusive code can make customers feel special and drive early traffic.
2. Leverage Social Media for Real-Time Promotions
Social media is the perfect channel for quick, real-time promotions, and it can drive last-minute traffic to your Black Friday deals. Use Instagram Stories, Facebook Ads, and TikTok videos to share short, engaging snippets of what’s on sale.
- How to do it: Showcase your most popular products or highlight a flash sale in a Story. Use a “Swipe Up” link or a CTA button to direct customers straight to your product page. Run limited-budget ads targeting your ideal demographic to amplify reach.
- Pro Tip: Use urgency-driven language like “Don’t Miss Out” or “Only for Today” in social media posts. Consider collaborating with influencers who can help spread the word about your sale in real-time.
3. Highlight Bundles and Gift Sets to Boost AOV
Offering product bundles is a great way to increase your Average Order Value (AOV) while providing customers with added value. Black Friday shoppers are often looking to tick multiple items off their lists, and bundles are an efficient way to help them do just that.
- How to do it: Bundle complementary items at a slight discount to encourage customers to buy more. Offer gift sets that include a mix of bestsellers or themed bundles that work well together, like “Winter Essentials” or “Self-Care Kits.”
- Pro Tip: Promote bundles as exclusive Black Friday offers that won’t be available after the sale. You could also offer free gift wrapping or a personalized note to add even more value.
4. Optimize Your Mobile Experience
With more than 70% of holiday shoppers using mobile devices, ensuring a smooth mobile experience is crucial. Black Friday shoppers want a quick and easy shopping experience, and if your site isn’t optimized for mobile, you could miss out on valuable sales.
- How to do it: Test your website on mobile devices to ensure fast loading speeds, smooth navigation, and a straightforward checkout process. Use mobile-friendly CTAs and keep product descriptions short and punchy.
- Pro Tip: Simplify the checkout process by reducing the number of steps, offering guest checkout, and enabling digital wallet options like Apple Pay or Google Pay to make purchases quick and easy.
5. Capitalize on Abandoned Cart Reminders
During Black Friday, many shoppers are comparison shopping and may abandon their carts before completing a purchase. Abandoned cart reminders can help bring these potential customers back to your site.
- How to do it: Set up email or SMS reminders to gently nudge shoppers who leave items in their carts. Include a link to take them straight back to their cart, and consider adding a limited-time discount or free shipping offer to incentivize them.
- Pro Tip: Send a series of reminders with increasing urgency. The first reminder can be subtle, while later messages can emphasize that stock is limited or that the sale ends soon.
6. Launch a Last-Minute Email Campaign
Email marketing remains one of the most effective ways to reach your audience and promote your Black Friday deals. Even if you’re pressed for time, a well-executed last-minute email campaign can still deliver great results.
- How to do it: Segment your email list based on previous purchasing behavior and tailor your emails accordingly. For example, send “Exclusive Black Friday Access” emails to loyal customers and “One Day Only” reminders to those who haven’t shopped recently.
- Pro Tip: Use subject lines that build curiosity, such as “Unlock Our Biggest Sale Yet!” or “Black Friday Deals Are Live!” Add a countdown timer within the email to visually show how much time is left.
7. Offer Free Shipping or Easy Returns
During Black Friday, customers expect value for their money—and offering free shipping or easy returns can make a huge difference in their decision to buy from you.
- How to do it: Offer free shipping on all orders or for orders over a specific threshold, like $50 or $100. This can encourage shoppers to buy more to qualify. Clearly communicate your return policy to reduce hesitation from customers who may be unsure about buying.
- Pro Tip: If free shipping isn’t feasible, consider offering a reduced rate or a small discount for orders above a certain amount to encourage higher spending.
8. Extend the Sale for the Post-Event Halo Effect
If you’re not able to drive the sales you hoped for on Black Friday, extending the promotion through Cyber Monday—or even longer—can help capture additional customers who missed the initial event. Recent trends show that shoppers continue to buy well into December, especially with the rise of “Extended Black Friday” sales across platforms. By keeping deals available, you can benefit from the halo effect, where positive impressions from Black Friday carry over and drive sales long after the day itself.
- How to do it: Promote Cyber Monday as a “last chance” event with unique discounts. Consider extending deals for a week or two to capture post-event shoppers. Use urgency-driven language like “Last Day for Big Savings” or “Only 24 Hours Left!” to prompt final purchases.
- Pro Tip: Highlight popular items that sold well on Black Friday, and offer deals on products with inventory to clear out remaining stock.
Final Thoughts: Making the Most of the Last-Minute Rush
Even with minimal prep time, you can still run a successful Black Friday campaign by focusing on urgency, ease, and value. By leveraging these strategies, your brand can not only boost sales on Black Friday but benefit from the extended halo effect that follows the event. With “Extended Black Friday” sales trending this year, you have more opportunities than ever to capture shoppers’ attention throughout the holiday season.
Execute these tactics thoughtfully, and you’ll set the stage for a successful Black Friday—and beyond.
