Black Friday ecommerce strategy made simple: How to stand out in 2025

Black Friday has become one of the most important events on the retail calendar in Australia, and the numbers prove it. According to the Australian Bureau of Statistics, retail turnover rose by 0.8% in November 2024, the biggest monthly increase of the quarter, driven by widespread Black Friday discounting and higher spending across every retail category.

“Black Friday sales events proved once again to be a big hit,” said Robert Ewing, ABS Head of Business Statistics, noting that promotional activity now stretches across the entire month of November, not just the weekend.

To make the most of it, early ecommerce preparation is essential. This guide will walk you through a proven Black Friday ecommerce strategy designed to help you attract the right customers, boost conversions, and exceed your sales goals this holiday season.

1. Planning phase (September)

Lay the foundation for your Black Friday ecommerce strategy by getting organised early. September is the time to prepare your goals, review past performance, and map out your campaign timeline.

Set clear goals

What do you want this year’s Black Friday to achieve? Whether it’s increasing revenue, clearing old stock, or growing your customer base, having specific objectives will help shape your entire campaign, from promotions to messaging and fulfilment.

Analyse last year’s performance

Start with what you already know. Look at your 2024 Black Friday results:

• Which products converted well?
• Which campaigns brought in the most traffic or sales?
• Did any channels underperform?

Use these insights to refine your 2025 Black Friday ecommerce strategy. Double down on what worked, and adjust or drop what didn’t.

Build a checklist with a clear timeline

Break down your prep into manageable tasks like:

• Website updates and checkout optimisation
• Inventory and stock checks
• Emails, SMS, and ad campaign prep
• Tracking and analytics setup
• Preparing your support team for peak demand

Assign timelines for each task so nothing gets left to the last minute.

Plan your shipping strategy

Australian shoppers expect reliable and fast delivery. 

• Offer clear shipping options
• Highlight delivery timeframes on product pages
• Consider free shipping thresholds to increase average order value

PRO TIP: Conduct a full website audit to ensure your site is optimised for mobile and can handle increased traffic.

2. Building your audience (October)

A successful Black Friday ecommerce strategy doesn’t start on the day, it starts weeks in advance. October is all about growing your reach and warming up your audience.

Grow your email list

Offer incentives such as discounts, exclusive access, or entry into a competition. Your email list will be one of your most valuable asset during Black Friday.

Build your SMS list

While growing your email list, encourage customers to also opt in for SMS updates. Offer SMS-only perks, and build a direct line of communication. Text messages have high open rates and are ideal for flash sales or last-minute reminders.

Launch warm-up campaigns

Start teasing your Black Friday offers In October. Share sneak peeks, behind-the-scenes content, or gift guides to create anticipation and excitement.

Boost social media engagement

Consistency is key. Post regularly and encourage interaction:

• Start conversations in the comments
• Run polls or Q&As in Stories
• Drop hints about upcoming offers

Engagement now helps ensure your posts are seen when it matters most.

Use paid ads & retargeting

Invest in paid ads and retargeting to reach new customers and re-engage warm ones. Target:

• Cart abandoners
• Inactive email subscribers
• Lookalike audiences

This keeps your brand top-of-mind and drives traffic before the rush.

3. Crafting your irresistible offers (October)

The right offer can make or break your Black Friday ecommerce strategy. With so many brands running promotions, yours needs to stand out, connect with your audience, and drive real results without sacrificing profit.

Develop high-impact offers

Create promotions that grab attention and drive urgency. Popular formats include:

• Sitewide or category-specific discounts
• Bundle deals (e.g. “Buy 2, get 1 free”)
• Free gifts with purchase
• Limited-time offers and countdowns

Make sure your offers are easy to understand, easy to redeem, and clearly communicated across your site and channels.

Use a private sale strategy

Not every brand wants to go all-out with public discounts, and that’s okay. Some premium and high-end brands like On Running and Burberry participate in Black Friday quietly, offering exclusive Friday deals to email subscribers or loyal customers only.

This discreet approach helps maintain a sense of exclusivity while still rewarding engaged customers and avoids the risk of devaluing the brand with overly public promotions.

If you’re a brand that trades on image, reputation, or long-term value, consider a private sale strategy as part of your Black Friday e-commerce plan.

Consider non-discount strategies

Not every brand needs to race to the bottom with pricing. If heavy discounting doesn’t suit your positioning, try:

• Free shipping or express upgrades
• Exclusive limited-edition products
• Gifts with purchase

These tactics add perceived value without cutting into your margins—and can strengthen brand loyalty.

PRO TIP: Test different offers on a smaller scale in October to see what resonates with your audience before committing to the big day.

4. Execution phase (November)

With the planning and warm-up complete, it’s time to launch. November is where your Black Friday ecommerce strategy comes to life through smart timing, consistent messaging, and coordinated promotions across every touchpoint.

Start early to build momentum

Don’t wait for Black Friday weekend to start your sale. Many shoppers begin browsing and shopping earlier in the month, especially with more brands running “Black November” campaigns. Launching early gives you time to:

• Capture early interest
• Spread out order volume
• Avoid last-minute pressure on fulfilment and support

Drive conversions with email & SMS

Use email and SMS as your core conversion channels throughout November.

For email:

• Send segmented campaigns based on past behaviour or product interest
• Include countdowns, early-bird access, and last-chance reminders
• Use bold CTAs and highlight key offers clearly

For SMS:

• Announce flash sales or limited drops
• Send cart reminders or VIP early access links
• Keep messages short, time-sensitive, and action-focused

PRO TIP: Reward SMS subscribers with exclusive offers or early access. It’s a great way to drive urgency and increase list loyalty.

Promote across all channels

Your audience is everywhere, so your campaign should be too. Make sure your offers are visible and consistent across:

• Email
• SMS
• Social media
• Paid ads (search, Meta, TikTok)
• Marketplaces (eBay, Amazon, My Deal)

Align your creative and messaging across platforms so your brand feels cohesive and recognisable no matter where customers interact with you.

5. Monitoring and adjusting (during and after Black Friday)

Your Black Friday ecommerce strategy doesn’t end when the sale goes live. To maximise results, you need to track performance in real time, make quick adjustments, and carry momentum into the weeks that follow.

Track performance

Stay on top of critical numbers throughout the event, such as:

• Conversion rates
• Website traffic and load speed
• Average order value
• Sales by product category
• Email and SMS engagement

Real-time monitoring helps you spot issues early (e.g. slow site speed or stockouts) and take action before they hurt performance.

Optimise as you go

Be agile with your campaigns:

• Double down on best-sellers or top-performing promotions with extra ad spend or email pushes
• Pivot away from underperforming products or messaging
• Test small adjustments like subject lines, CTAs, or creative to boost engagement mid-campaign

The brands that adapt quickly often see the biggest returns.

Extend your sales window

Don’t stop at Black Friday. Consider extending your offers into Cyber Monday or even into early December. Australian shoppers continue hunting for deals as Christmas approaches, especially for gifts in categories like fashion, homewares, toys, and beauty.

Keeping momentum can capture late holiday shoppers and maximise revenue.

6. Post-sale follow-up (December and beyond)

A strong Black Friday ecommerce strategy doesn’t end with the sale. The real value comes from how you nurture new customers, build loyalty, and learn from your results.

Focus on customer retention

Turn first-time buyers into long-term fans:

• Send thank-you emails to show appreciation
• Offer exclusive post-sale perks (loyalty points, VIP discounts, or early access to new products)
• Share helpful content like how-to guides or styling tips to keep customers engaged

This kind of follow-up builds trust and encourages repeat purchases well beyond the holiday season.

Analyse results to improve future campaigns

Once the rush is over, take time to review:

• Did you meet or exceed your sales goals?
• Which products, promotions, or channels drove the best results?
• How did your email, SMS, and paid ads perform compared to expectations?
• Were there bottlenecks in fulfilment or customer support?

Document insights now while they’re fresh. These lessons will help refine your Black Friday ecommerce strategy for next year and improve other seasonal campaigns.

Conclusion

Black Friday success isn’t about last-minute discounts, it’s about having a clear Black Friday ecommerce strategy. By planning early, building and warming up your audience, crafting offers that align with your brand, and executing across multiple channels, you’ll give your store the best chance to stand out in a crowded market.

Remember to monitor performance in real time, adjust quickly to maximise results, and follow up with customers after the sale to nurture long-term loyalty. The effort you put in now won’t just pay off on Black Friday, it will strengthen your brand, grow your customer base, and set you up for ongoing success through the holiday season and into the new year.