No matter how you feel about the behemoth that Black Friday has become, it represents a valuable opportunity to reach new customers and boost sales.
At Blaze Concepts, we work with many companies who see Black Friday as a key part of their annual sales targets. Yet the most successful Black Friday campaigns can require careful planning, strong marketing, and a website that performs perfectly under pressure.
Our brief guide to running a Black Friday sale on your website should help make 2025 a success for your online businesses and we will covers five essential steps including the best way to prepare your website in the coming months.
Do I need to do a Black Friday Sale in 2025?
While it is common place for some brands to run year round promotions, Black Friday still stands out.
Due to the growing hype consumers expect discounts and actively search for them, meaning it is one of the few times when demand can be guaranteed. Here are a few reasons why it is worth your attention.
Huge customer interest
Millions of shoppers are looking for bargains during this period. Taking part keeps your brand visible and competitive, while allowing you to tap into a new motivated buyers.
A chance to attract and retain customers
Black Friday is an excellent opportunity to introduce new people to your brand. If they enjoy a smooth and reliable shopping experience, they are far more likely to return throughout the year.
Smarter stock management
Running a sale can help your business to move older or seasonal products and makes space for new product lines. It is a practical way to clear shelves while generating revenue.
Greater brand awareness
Even if not everyone buys straight away, a strong Black Friday campaign can significantly raise brand recognition and build anticipation for future launches.
The five best steps to prepare your website for Black Friday
1. Optimise Website Performance and Strengthen Security
Before Black Friday, ensure your website can handle a surge in visitors by seeing the current health of your website and traffic and invest in upgrading your hosting if required. This can be done for a selected period of time to make best use of busier periods.
Small tweaks like compressing images and enable caching to improve performance can help and keeping your site secure with updated SSL certificates, and reliable and known payment systems all make a difference.
A fast, reliable, and secure site not only protects your business but also gives customers confidence to shop with you.
2. Plan an Effective Email Marketing Campaign
While most of our inboxes are feeling full, email marketing is a highly effective way to build excitement and drive sales during Black Friday.
Segment your audience to deliver personalised messages, share previews and early access to offers, and ensure all emails are mobile-friendly. Scheduling a clear sequence of campaigns, including teasers, launch notices, reminders, and final calls can drive engagement while avoiding over promoting.
Thoughtful, targeted emails can boost sales during Black Friday while also building long term customer loyalty.
We provide our own email marketing platform as well as supporting clients with other campaign tools such as Mailchimp.
3. Build Momentum with Social Media
Instagram, TikTok, Facebook, wherever your audience is most active, social media can be key to create buzz around your Black Friday sale.
By planning posts in advance you can include product highlights, countdowns, and short videos, and keep branding consistent across all channels.
You can also look at using paid promotion to expand reach and retarget previous visitors, encourage engagement through competitions or limited-time offers, and respond promptly to comments or questions.
Social media allows your brand to connect with customers, build trust, and make the sale feel like an event people want to be part of.
4. Prepare for Higher Traffic and Customer Demand
A successful Black Friday campaign brings higher traffic, so ensure your website and team are ready.
Run load tests to identify weak points, simplify the checkout process, optimise mobile functionality, and synchronise inventory to prevent stock issues. Prepare customer support, whether through a live team or chatbot, to answer questions quickly.
A smooth shopping experience during peak periods leaves a positive impression, encourages conversions, and builds confidence for future purchases.
Supporting clients with TV, Radio and print campaigns we can help ensure that your website can handle the demand. If you are concerned about traffic spikes get in touch with us today and we can ensure your website is ready.
5. Review, Reflect, and Follow Up
After the sale, take time to analyse performance and identify what worked well.
Using analytics tools, examine key metrics such as conversion rates, traffic sources, and order values, and look to keep customers engaged with with a thank you emails or discount for future purchases.
Consider extending momentum with smaller promotions, review how your website coped under pressure, and document lessons learned to improve next year’s campaign.
By reflecting on each year it is vital for growth and ensures each Black Friday brings stronger results.
Black Friday is more than just a day of discounts. It is an opportunity to reach new audiences, strengthen your brand, and prove the reliability of your website.
The preparation you put in now will not only make the event more successful but also improve your site’s performance all year round.
At Blaze Concepts, we help businesses prepare for moments like these. Whether you need help improving website speed, tightening security, or integrating marketing tools, our team can make sure your ecommerce website is ready for anything the busy season brings.
If you are planning your next big online sale and want to ensure your website performs at its best, feel free to get in touch with us. We are always happy to offer practical advice and technical support to help your business thrive online.