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Our customer success managers, Thomas and Nikolaj, will discuss all the different aspects of what they think might happen this Black Friday.
Black Friday continues to be a key profit period in e-commerce. In 2023, sales increased by 8 percent compared to 2022, reaching 71 billion dollars. For many stores, results in the final quarter decide the year, which makes preparation essential.
The shopping period is no longer a single day. It expanded to Black Week, and in 2024 many retailers plan for a full Black November. Some competitors begin in late October. Be ready earlier with campaigns, stock, and pricing.
Mobile now dominates Black Friday. More than half of purchases in 2023 were completed on smartphones. A smooth mobile experience with simple checkout options such as Apple Pay and MobilePay is critical. Gamified shopping has raised expectations, and consumers respond to urgency and clear calls to action.
Start with pricing and assortment. Use Google Merchant Center bestseller reports to identify products that matter, secure inventory for those products, and include a few unexpected items that spark interest.
Maintain competitiveness with targeted discounts. Do not cut prices across the board. Review last year’s behavior in your category, then adjust prices where shoppers are most price sensitive, and protect margin elsewhere.
Plan marketing spend with precision. Advertising costs rise in November, and budgets disappear quickly without strict controls. Coordinate with your agency or internal team, and concentrate spend on the most impactful offers.
Engage customers before the rush. Use newsletters, loyalty benefits, and early campaigns to stay top of mind. Dynamic campaigns that adjust discounts during the period build urgency and limit procrastination.
Treat november as Black Month, not Black Friday. Optimize the mobile experience, balance competitive pricing with margin protection, allocate media budgets deliberately, and activate customers early. With a great Black Friday strategy, it remains a strong growth opportunity.