How to choose your Black Friday offer
When it comes to planning your Black Friday offer, timing is everything. If you haven't settled on your BFCM (Black Friday Cyber Monday) offer yet, now’s the time to get cracking!
Black Friday is all about preparation and building hype. When you finally pull the “sale now on” trigger, everything should fall into place. That’s why I created the Black Friday Blueprint—it’s your roadmap to making sure you’re not just throwing things together at the last minute.
How to choose your offer
Choosing the right Black Friday or Cyber Monday offer depends on your goals, your product range, and what resonates with your audience. Testing different types of offers throughout the year can help you figure out what works best.
Before you finalise your offer, keep these key points in mind:
Profitable: Ensure your offer makes sense based on your margins
Easy to understand: Customers should understand whats on offer in an instant.
Simple to set up: Choose options that are easy to set up either in Shopify or in Klaviyo.
Easy to redeem: Opt for automatic discounts over promo codes if possible.
Easy to fulfill: Especially important if you’re offering free gifts.
Fun: Your offer should excite your customers… Black Friday is an exciting time of year!
Offer ideas to consider
Straight Discount:
Pro: This is the easiest way to participate in Black Friday. Go for a straight 15-40% off storewide using a discount code. It's simple to set up and simple to explain. The bigger the discount, the more likely people will be to redeem.
Con: You're giving away a big part of your margin to people who would have bought at full margin.
Big Discount on one item:
Pro: This works great if you have a hero product with a huge, universal appeal and will be good for gifting. It needs to also have great margins.
Con: Unless you have upsells and cross-sells in place, you'll be missing out on sales.
Tiered discounts (Get 15% off over £50, Get 20% off over £75...)
Pro: This gives everyone the option to participate, based on their cart value. It boosts AOV and rewards shoppers who are most likely to spend lots at your store.
Con: It is the hardest discount to explain, unless it's automated.
Free gift with orders
Pro: Everyone looooves free stuff, especially your die-hard fans. Having small gifts that don't cost you much, go a long way to your customers. Use an app to make it automatic though, so that it's easy for your customer and you to fulfil.
Con: Not as attractive to first-time buyers as it is to VIPs and returning customers.
Mystery boxes
Pro: The best way to clear random old stock, while throwing in a few limited edition runs or surprises for your customers. Definitely a FUN way to do Black Friday.
Con: Likely don't be popular with new shoppers and they haven't experienced your products yet.
If you’re feeling overwhelmed about which offer to choose, don’t sweat! Grab my Black Friday Blueprint for additional resources that will help you choose the right offer for your business. Get planning!
