Black Friday 2017: Prepare you Marketing strategy

According to Adobe Digital Insights $12.8 billion have been spent online in the U.S. during the five-day period from Thanksgiving Day through Cyber Monday,  

With more than 730 million euros raised in turnover for the year 2016 in France, Black Friday and Cyber ​​Monday have become essential days for e-merchants.

This year Black Friday will be held on Friday, November 24 and Cyber ​​Monday, like every year, will be held on the following Monday. But what do these commercial events represent concretely?

Black Friday

Black Friday comes straight from the United States. It has been held for more than half a century the day after Thanksgiving and marks the beginning of Christmas shopping. Black Friday is practiced in both physical stores and websites.

 Cyber ​​Monday

Cyber ​​Monday aims to boost online sales. After a finding of the majority of e-merchants on a significant increase in sales the Monday following Thanksgiving, the Cyber ​​Monday was created in order to benefit for several days the consumers of strong promotions and at the same time to benefit from a further rise most important sales.

Black Friday Online is the best opportunity of the year to prepare Christmas online.

A multitude of advantages exists for the Net surfers to make their purchases online:

  • no tail in store
  • no out of stock
  • time saving
  • infinite choice

After this summary presentation, here are some tips to better prepare this crazy day:



Sending a mailing will directly notify your customers and will put your products and discounts directly to their reach. You must seduce your customers with an attractive title so that your customers open this email.

Keep in mind that more and more customers are opening e-mails on mobile devices. Be sure your emails can easily be played on smaller screens.

Do not forget to send emails 1 or 2 days before the date of November 24, 2017 so that the user does not forget your specials !!!
We advise you to prepare it in advance and automate your campaign with Mailchimp.



Connect with your customers through your favorite social media. Keep in mind that many other companies can also offer Black Friday and Cyber Monday online, so make sure your ads contain:

Enticing offers
Targeted hasttags, specifically: #blackfriday # cybermonday …
Images (promotion of products or themed holidays)

Do not forget to use the Facebook pixel on your site to track and retarget your customer. 

Post also your ads when your customers are available online, check our quick guide

Also, Use your network and invite your customers to become ambassadors of your brand. They will share your content on their own social networks. Offer them additional discounts or rewards in exchange. 

And last, Register your sale on coupon sites or forums to get as much exposure as possible from online shoppers. Everyone is looking to save money and start tracking the holiday season. 

Black Friday and Cyber Monday online are the best opportunities for the shoppers to make a maximum purchase.



During Black Friday and Cyber Monday, your website will be severely tested.

An overload of activity can very quickly cause server saturation and crash your site.

The concept of bug spread, your site must be above all to be efficient in terms of speed and fluidity.

At Black Friday 2015, the average load of a page was 5.3 seconds.

It has been shown that 40% of users abandon their navigation beyond 3 seconds of loading.

 Mobile Ready

Mobile web traffic accounts for more than half of global web traffic at these events, and more than a third is transformed into a transaction, with a significant share of buyers not to be left behind.

Google is also increasingly mobile-aware, so be assured that your site is perfectly designed for easy and efficient navigation on all devices. 


Some shy visitors to the act of purchase can succumb to the last rampart to the exit of the site: pop-ups.

The important thing with pop-ups is to handle them sparingly so they are not too intrusive.

Direct your prospects to the cart through pop-ups with  discount codes.

Use pop-ups to populate your database by collecting email addresses.

Integrate a reasonable number of pop-ups to prevent spam.



Online shoppers love promotions, but there is something else they prefer even more is free shipping.

A consumer will prefer to buy from the competition where free shipping will be offered.

So it’s up to you to study these different points correctly.

You will be able to create coupons with free shipping by, for example, making attractive product packs!

You’ll understand, Black Friday is a must event, so you who are e-merchants, do not miss a way to boost your sales!


 Have people be like this on your ecommerce site 🙂