Over the course of my time with Digital Next, there has been a lot of talk about Black Friday. It has become apparent just how important it is for businesses to prepare for the event. With Digital Next already discussing the many ways in which businesses can benefit from this, it just goes to show that preparation should be well underway.

– Ella Worthington BA (Hons)


On 23rd November, Black Friday will hit the stores once again. With preparation for the biggest shopping event of the year in full swing, it is important for your business to have a digital marketing strategy put in place.



Over the years, Black Friday has become one of the biggest shopping events of the year. Although it originated in the US, the UK have caught on with most UK retailers now taking part. During this time period, retailers offer huge discounts on a wide variety of products in order to persuade consumers to spend as much money as they can.

Each year this shopping-fest seems to get bigger and bigger with consumers spending incredible amounts of money. After all, everyone loves a bargain.

As a consequence of this, the UK event has become increasingly focused around the online, making it easier for consumers to compare prices and products in the comfort of their own home. We can see this as internet sales now account for 17% of the retail sector.



It’s more important than ever for businesses to prepare themselves as online shopping plays a huge role in Black Friday’s mania, with a whopping £1.4 billion being spent in 2017. Large retailers have admitted to preparing up to 12 months in advance.

Black Friday Preparation

As a consequence of this, Black Friday can leave a lasting effect on a business throughout the rest of the year. When a customer visits an online site and has a positive experience, they are likely to return, increasing a business’s audience. This just goes to show how it’s essential for businesses to approach Black Friday with a well thought-out strategy, which takes months of planning and organising.

Retailers see Black Friday as a critical chance to boost their market share, as we see many shops gaining their biggest profits of the year during Black Friday. This just goes to show that as there is so much online traffic throughout this time period, businesses need to make the most out of it.

Here are a few of the many ways in which we can help you prepare for Black Friday:



Having a site that is reliable and easy to use is a major factor to look at due to the influx of traffic on Black Friday. When it was first popularised, websites crashed under the weight of the traffic as consumers rushed to bag the best deals possible. Having the preparation in place means that your website won’t be crashing, thus not losing any business.

There has been a shift recently as mobile devices were used to make 36% of online sales last year, generating more than a billion pounds. Therefore, mobile user experience is just as important as web user experience.



Although consumers are constantly bombarded with emails from retailers persuading them to take advantage of their latest promotions, Black Friday is a time where they are paying close attention to the sales being sent directly to their inbox. As email drove 18.1% of online sales last year, email marketing is one of the key components to getting the word out there.

black friday sale



Social media is one of the biggest driving forces for Black Friday offers. It is important in building hype leading up to Black Friday, giving social media followers a glimpse of the upcoming sales. This encourages consumers to plan their shopping strategy whilst putting your business at the top of their list.

black friday social media

It is important to utilise all social media platforms when thinking about Black Friday as this allows businesses to reach a larger number of audiences.



Black Friday 2018 is right around the corner, so why not save yourself the stress and start preparing now. If you think our services may be useful for you and your business, get in touch today.


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