Black Friday is upon us, what challenges to expect?

How to prepare for Black Friday – webinar recap

Consumer spending and behavior

Retailers should prepare for strong sales despite consumers cutting back on non-essential purchases during the year. Studies show that many shoppers save up for Black Friday and use the event to secure good deals, holiday gifts, and postponed purchases. While lower-income households are expected to spend less, higher-income households are likely to increase spending, raising the overall average.

Price comparison has become a defining habit. Almost half of consumers compare prices more frequently than before, and in markets like Denmark, the majority use comparison tools before buying online. This means retailers must be sharp on competitive pricing. At the same time, 70 percent of shoppers have not decided on a brand or product before Black Friday, which creates a unique opportunity for retailers to influence their purchase decisions.

The importance of smart discounts

Consumers increasingly define a “good deal” as at least 30 percent off. Offering across-the-board discounts, however, risks damaging profit. The key is to identify the right products to discount strategically, balancing attractive price points with healthy margins. Retailers who analyze their assortment, performance history, and competitor pricing gain the advantage of creating deals that feel compelling while protecting profitability.

Marketing trends and channels

SMS and email are proving to be highly effective channels. SMS plays an important role in any Black Friday strategy, giving retailers a direct and cost-efficient way to reach customers. Email promotions generate more than double the revenue compared to other channels, largely because of trust and loyalty built with existing subscribers. Combining these owned channels with targeted ad campaigns helps control costs during one of the most expensive advertising periods of the year.

Mobile traffic dominates Black Friday shopping. Three-quarters of all visits come from mobile devices, meaning checkout flows, navigation, and trust signals must be optimized for small screens. A poor mobile experience often results in abandoned purchases and lost customers to competitors. Retailers who provide fast, seamless, and trustworthy mobile journeys are more likely to capture sales.

Spending marketing budgets wisely

Advertising costs peak during Black Friday and budgets can evaporate within hours if not managed carefully. Dividing campaigns based on product competitiveness and profit margins allows retailers to allocate spend where conversion likelihood and profitability are highest. Google Shopping price groups, combined with margin data, help identify where higher bids make sense and where spending should be limited.

Retailers who plan campaigns with these data-driven strategies avoid the common trap of overspending on low-margin products while missing opportunities with high-margin, in-demand items.

Learning from the data

The short but intense sales period of Black Friday provides retailers with valuable insights. Sales performance, campaign results, and competitor pricing all serve as data points for future campaigns and ongoing strategy. By analyzing which products, segments, and channels deliver the strongest return, retailers can refine both seasonal and everyday pricing and marketing.

Final recommendations

Black Friday remains one of the most decisive shopping events of the year. Success depends on understanding shifting consumer behavior, preparing smart and selective discounts, leveraging cost-effective channels like SMS and email, and managing budgets with precision. With data-driven strategies and a strong focus on mobile performance, retailers can maximize sales and profitability while building long-term customer loyalty.