Start Early with Black Friday Promotions

With three months to go, you have plenty of time to decide which products to discount and, perhaps more importantly, when to do so. Spoiler alert: the best time to put your deals online is not on Black Friday itself. But when should you? We’ll tell you more about that here!

Retailers are starting their Black Friday promotions earlier and earlier, often weeks before the actual day. This gives consumers more time to shop and reduces the intensity of competition for retailers. The so-called “Black Friday month” or even “Black November” offers an extended timeline for promotions, which helps distribute shopping pressure more evenly.

Early deals and weeks-long campaigns

Starting promotions early is a trend that’s becoming increasingly popular. Instead of waiting until Black Friday itself, many businesses launch their offers weeks in advance. This helps them stand out and attracts consumers to their deals before the competition is in full swing. But it doesn’t stop at Black Friday. Many advertisers extend their promotions beyond Black Friday, continuing their best deals through Cyber Monday, the Monday after Black Friday.

Trends and data

The shift towards a week full of deals began several years ago, and more retailers are following this trend. Large chains are early adopters of early Black Friday deals. We see this reflected in Google Trends data: the search term “Black Friday” shows that consumers are looking for good deals well in advance. The research phase is becoming increasingly important.

Notable data on age groups

Internationally, Millennials (25-34 years old) and Generation Z (18-24 years old) are the largest groups of Black Friday shoppers. Baby Boomers (55+ years old) are less active online but remain valuable consumers, especially for high-quality products and personal service. This group often conducts thorough research before making a purchase, whether online or in-store.

Capitalizing on the research phase: announce your deals

There’s a distinction between traditional and innovative retailers. Traditional retailers wait until Black Friday to go live with their deals, but innovative retailers capitalize on the research phase by announcing their deals earlier and sometimes even offering them ahead of time. This ensures that potential buyers know where to find the best prices, especially for products available from multiple retailers.

Benefits of starting your deals early

1. Broader Reach

Purchase intent is already high during the research phase. By publishing your deals early, you reach a larger group of potential buyers. Publish deals at least a week before Black Friday.


2. Lower Advertising Costs

Advertising costs are highest during Black Friday weekend. By starting earlier, you get more out of your marketing budget.


3. Compare and Win

During the research phase, potential buyers browse and compare on various websites. So, start announcing your promotions early. Once you’ve published your deals, you can use organic social media posts and paid campaigns to draw attention to them. Ensure that visitors to your website are added to a retargeting list, so you can reach them later with retargeting campaigns on platforms like Facebook, Google, and Instagram.


4. Daily Deals

Stores and online shops with a large assortment can choose to offer a different deal each day. This keeps you relevant throughout the week and continuously draws potential buyers to your website or store.

Conclusion

Black Friday has evolved from a simple discount day into a global commercial event that increasingly focuses on digitalization, sustainability, and customer experience. Retailers who embrace these trends and adapt to the changing needs of consumers will be better positioned to benefit from the enormous purchasing power that this period brings.

Would you like to be successfully promoted on Black Friday? Contact us for more information.