What is Black Friday?
First emerging in the United States, Black Friday is a day celebrated on the Friday following Thanksgiving. It also marks the beginning of the Christmas shopping season, and it is a day when brands and e-commerce sites organize discount campaigns to boost shopping and increase their sales. Thanks to discounted prices and special campaigns held exclusively for this day, both brands and consumers can gain significant advantages. The term first appeared in the 1960s and is also referred to as holiday shopping. It is believed that the term originated in Philadelphia. Especially in the 1980s, it became even more popular and in recent years has become an integral part of marketing efforts for many brands. Brands both globally and in Turkey begin promotional and marketing activities weeks in advance for this special discount day.
When is Black Friday 2022?
Black Friday 2022 falls on Friday, November 25th. On this last Friday of November, many brands will organize significant discount campaigns. In recent years, brands even prefer to extend their discount campaigns to cover Friday, Saturday, and Sunday.
This extended Black Friday practice can be beneficial for indecisive consumers to make up their minds and encourages them to make purchases. At the same time, extending campaigns into Saturday and Sunday gives consumers the chance to shop comfortably during the weekend.
Consumers can start preparing their shopping lists for Black Friday 2022 weeks in advance. Preparing a shopping list for this special discount day will be beneficial in many ways. Usually, e-commerce sites see a significant increase in traffic on this day. Creating a shopping list allows consumers to search for only the products they want and benefit from discounts without missing out.
How is Black Friday Implemented?
During Black Friday discounts, physical stores can stay open until late at night. Normally, stores close at 8 or 9 pm, but on this special day, they may stay open until midnight or even 1 am. Customers line up in front of stores early in the morning to get products at discounted prices.
In recent years, in addition to discounts in physical stores, online shops and e-commerce platforms have also started to organize Black Friday campaigns. E-commerce stores prepare discount plans and campaign packages for various products weeks in advance. As soon as Black Friday begins, these campaigns are launched.
Do Black Friday Discounts Benefit Brands?
In many cases, Black Friday discounts offer various benefits to brands. Brands or platforms new to e-commerce can increase their visibility thanks to the discount campaigns organized on this day. Customers who want to take advantage of the discounts may prefer newly entered brands that offer attractive prices.
On the other hand, brands or e-commerce platforms already active in the market can use this day to increase their sales. Usually, when consumers see discounts and campaigns, their desire to purchase increases. Brands and e-commerce sites can use this desire appropriately to boost their sales.
Additionally, brands can organize special campaigns that bundle different products together for this day. This way, they can clear out products that have been in stock for a long time and need to be moved. For example, a women’s clothing e-commerce site can bundle socks that have been in inventory for a long time with skirts and sell them at a discounted price to clear stock.
Why is Black Friday Important for E-Commerce Sites?
Although Black Friday originated in America, in recent years it has also been adopted in different countries around the world. On this day, brands and e-commerce platforms offer significant discounts and present various opportunities to consumers. In Turkey, e-commerce sites and brands also hold discount campaigns and organize events for Black Friday, sometimes under different names such as “Magnificent Friday” or “Incredible Friday.” So, why is Black Friday important for e-commerce sites?
E-Commerce Sites Can Gain New Customers
In many cases, e-commerce sites prepare special campaigns for the Black Friday period. Preparations for this day begin weeks in advance, and consumers are offered options such as collecting discount coupons. Defining special Black Friday coupons for those shopping for the first time can help gain new customers. The key point here is to strike a balance between loyal customers and new customers. While e-commerce sites acquire new customers, they should also offer attractive opportunities to their existing customers.
New Entrants to the Market Can Gain Visibility
The e-commerce sector is highly competitive. For companies involved in e-commerce to get ahead of their competitors and build their own customer base, gaining visibility is both important and necessary. Additionally, days like Black Friday present a significant opportunity for new e-commerce sites entering the market. Especially e-commerce initiatives that open stores in marketplaces can gain visibility thanks to their Black Friday campaigns. After the discount period ends, it becomes possible to focus on customers gained during this period and achieve customer loyalty.
Black Friday is a Great Opportunity to Increase Sales Volume
Black Friday can also be seen as a great opportunity to increase sales volume and revenue. Recently, consumers tend to wait for such discount and campaign periods to make bulk purchases. If e-commerce sites organize the right discount campaigns, they can close the Black Friday period with good sales figures. The key is to create bundles that combine the right products and organize attractive campaigns. For example, as this discount period usually coincides with winter, a clothing brand can offer a higher discount when pants, sweaters, and coats are purchased together.
Are Black Friday Discounts Real?
Although Black Friday is a discount day that originated in the US, in recent years, it has been implemented by different brands all over the world. In Turkey, this day is also called “Magnificent Friday,” “Legendary Friday,” or similar names, and it’s when brands organize various discount campaigns. However, in many cases, consumers claim that brands mislead them and that the discounts are not real. So, are Black Friday discounts real?
Previously Organized Misleading Black Friday Discounts
In many cases, Black Friday discounts are genuine. However, some brands may increase the prices of their products before the discount period. Then, by applying a discount on this increased price, products are sold without an actual reduction. In recent years, many attentive consumers have noticed this.
In fact, brands using this strategy of raising prices first and then lowering them is quite negative for brand image. Resorting to such methods can seriously damage consumers’ trust in the brand. Consumers can use a few different methods to understand whether the Black Friday discounts offered by brands are real.
How Can I Tell If Black Friday Discounts Are Real?
The first way to tell if the Black Friday discounts organized by brands are real is to create a wish list before the discount period. Consumers can create a list of the products they want to buy during the discount period. They can also note down the prices of these products at the time of adding them to the list. If the price during the discount period is higher than when it was added to the list, it is possible to see that there is no real discount.
Another method is to read the comments of other users who shopped during the discount period. In many cases, the comments and information provided by other consumers offer insights as to whether the discounts organized by brands during Black Friday are real.
Is It Logical to Shop During Black Friday Discounts?
E-commerce sites organize meaningful discount campaigns during Black Friday to attract more consumers and increase their sales volume. Especially for daily used products or relatively expensive items like laptops, it may be logical to buy during this period. This way, it is possible to purchase products at more advantageous prices and save money.
How Should E-Commerce Sites Prepare for Black Friday?
Black Friday is one of the most important periods of the year for e-commerce sites. E-commerce businesses can take advantage of this period to make more sales, gain new customers, and increase brand awareness. However, to reap all these benefits, e-commerce sites need to make serious preparations before Black Friday. An e-commerce site entering this discount period unprepared will find it difficult to succeed and increase its sales. So, how should e-commerce sites prepare for Black Friday? What strategies and marketing approaches are useful to achieve the highest sales during this period?
Improve E-Commerce Infrastructure
During Black Friday, e-commerce sites encounter much higher visitor traffic than usual. Therefore, having a robust technical infrastructure that can handle high traffic is essential. Slow-loading or inaccessible pages cause customers to leave the site. To prevent such issues, server and software investments should be reviewed before Black Friday.
Build a Customer Base
Starting the Black Friday period with an existing customer base significantly increases the likelihood of sales. For this reason, brands are advised to start building a new customer base through social media and digital advertising weeks before the discounts. Email lists, SMS groups, and social media followers are the first to hear about Black Friday campaigns.
Create Campaigns Tailored to Your Target Audience
Every e-commerce site has a different customer profile. Offering special opportunities tailored to the needs and expectations of these groups during Black Friday campaigns results in more sales. Previous sales data can be used to determine which product groups should have special campaigns.
Google Ads and Social Media Advertising
Online visibility is essential for Black Friday sales. With Google Ads and social media advertising, you can quickly reach your target audience. Especially for new e-commerce sites, it is important to plan the advertising budget correctly and measure advertising efficiency.
Don’t Forget Mobile Users
In recent years, shopping from mobile devices has increased significantly. Having a mobile-friendly e-commerce site and providing a fast and easy shopping experience for mobile users is essential for Black Friday success.
Determine Your Product Stocks and Discounted Products
To meet the high demand during Black Friday, it is necessary to increase the stock of the best-selling products. It should be determined in advance which products will be discounted and what the discount rates will be, so that visitors do not face product shortages when they visit the site.
Review Payment and Shipping Options
Consumers prefer sites that offer different payment and delivery options. Alternatives such as credit card, wire transfer, cash on delivery, as well as fast shipping and free shipping options, will also increase sales.
Which Campaigns Should Be Organized During Black Friday?
During Black Friday, it is possible to stand out with different types of campaigns. By analyzing the habits of your target audience and the sales data from previous years, you can benefit from the following campaign types.
Discounts for Different Days and Product Groups
Black Friday is no longer limited to just one day. By offering extra opportunities for different product groups each day during three or four-day discount campaigns, you can balance shopping traffic and attract different customers.
Free Shipping Campaigns
Free shipping is one of the most important factors affecting the purchase decision. The free shipping option not only increases cart value but also encourages consumers to shop.
Bundled Products and Gift Campaigns
Offering complementary products as a bundle or adding a small gift to a purchase increases customer satisfaction and helps with stock management.
Hourly Discounts and Flash Deals
Extra discounts valid only during certain hours can instantly boost site traffic and purchases. Limited-time offers help consumers make quick decisions.
How to Increase Sales During Black Friday?
The Black Friday discount period provides unique opportunities for e-commerce sites to increase their sales. With the right campaigns and marketing strategies, a significant increase in total sales can be achieved.
Set Special Discount Rates
By offering higher rates than your usual discount campaigns, you can grab customers’ attention. Additionally, with discount coupons, you can both increase your site traffic and encourage purchases.
Use a Countdown Timer for Product Sales
Adding a countdown timer to your site shows the time left until the discount period and encourages customers to shop sooner. This tool is especially effective in hourly discount campaigns.
Apply the Last Hours Tactic
Near the end of Black Friday discounts, sending notifications or emails emphasizing the “Last Hours” motivates customers who don’t want to miss the opportunity to make a purchase.
Emphasize Free Shipping
Free shipping is one of the main factors that increases shopping rates, especially on Black Friday. By offering free shipping for purchases over a certain amount, you can raise the average basket size.
Focus on Social Media Advertising
By focusing on social media channels and running advertising campaigns before Black Friday, you can increase your visibility and brand awareness.
Be Sure to Use Your Email Audience
With email marketing, you can inform your existing customers about campaigns and discounts, and offer special deals for your loyal customers.
Send Notifications (Push)
You can remind customers when campaigns start or are about to end via web push or mobile app notifications. Instant notifications increase customer engagement.
Offer Special Discounts for Abandoned Cart Items
Offering special discounts for products left in the shopping cart speeds up customers’ purchasing decisions and increases sales.
Send Gift Vouchers After Shopping
Providing customers who shopped during Black Friday with a discount coupon or gift voucher for their next purchase helps build customer loyalty.
2021 Black Friday Sales Report
Sales reports for the Black Friday period provide an important roadmap for planning the next year’s campaigns. E-commerce platforms can create new campaign strategies by analyzing the previous year’s sales data.
What Key Insights Does the 2021 Black Friday Sales Report Offer?
- E-commerce sites can see the total sales quantity for Black Friday in the previous year.
- Total turnover and conversion rates can be analyzed.
- The best-selling products and product groups generating the most revenue can be identified.
- The number of visitors to the site and which channels brought in the traffic can be determined.
What Does the 2021 Black Friday Sales Report Mean for Black Friday 2022?
It is possible to identify and invest in areas such as infrastructure, stock, or campaign problems experienced last year. At the same time, the best-performing products and marketing strategies can be integrated into this year’s campaigns.
Which Products Sell the Most on Black Friday?
The Black Friday period is seen as the most advantageous shopping time of the year for consumers. The most sold product groups are generally as follows:
Clothing Products
Clothing products rank at the top of Black Friday sales. With special campaigns for different clothing groups, it is possible to clear stock and take advantage of end-of-season products.
Personal Care and Cosmetic Products
Bulk purchases of personal care and cosmetic products, which are needed throughout the year, lead to significant sales increases on Black Friday.
Electronic Products
Discounts on electronics such as computers, mobile phones, and televisions are among the most preferred categories on Black Friday.
In addition, small household appliances, home decoration products, and pet products also attract a lot of attention during this period. By analyzing the sales data from the previous year, the right product and campaign strategies can be developed for this year.
Top-Selling Product Categories on Black Friday
Black Friday hosts the most important discounts of the year. During this period, where special campaigns and discounts are organized, products in certain categories stand out:
Clothing Products
Clothing products are among the top sellers on Black Friday. Many brands offer end-of-season and new season products to consumers with special campaigns. Opportunities such as "Buy one, get the second one at 50% off" increase the volume of shopping.
Personal Care and Cosmetic Products
Serious discounts are also applied to personal care and cosmetic products. Consumers want to buy deodorant, shampoo, makeup, and care products that they will use throughout the year in bulk.
Electronic Products
Computers, mobile phones, televisions, and small household appliances in the electronics category are among the best-selling products on Black Friday. With big discounts, consumers can meet their technological needs at advantageous prices.
Home & Living Products and Other Categories
Many different categories such as home textiles, small household appliances, decoration, and pet products also see high demand on Black Friday. By analyzing last year’s data, it is possible to determine which product groups stood out and create more effective campaigns for the new period.
