Black Friday is no longer just one day.
It’s a key moment for your business and a marathon of brands trying to stand out in an overcrowded feed of discounts.
But beware: lowering prices isn’t enough.
To sell well (and with a margin), you need more
In this article, we show you how to prepare your e-commerce for Black Friday and how Brief can help transform campaigns into results.
1. Start early. Communicate before others.
Note: the purchase decision happens before the ‘buy now’ click.
In October, consumers are already comparing offers, saving links, and deciding priorities.
If you only appear in the campaign week… you’re already losing out
What you can do in advance:
- Prepare your content and advertising calendar
- Warm up your audience with useful content (e.g., “what to expect from this year’s Black Friday”)
- Run lead generation campaigns for email marketing/retargeting
2. Strategic offers > bulk discounts
Avoid falling into the trap of “everything at 40% off just because.”
What converts:
- Smart bundles (cross-selling products)
- Exclusive limited-time offers
- Pre-sales for followers/newsletter subscribers
- Free shipping over X€
- Highlighting value (not just price)
Always build a campaign centred on your business without devaluing your brand.
3. Design and copy: either you stop the scroll, or you’re overlooked
On Black Friday, your creative needs to work twice as hard:
- Stand out in a noisy feed
- Be clear and direct
- Guide to action (without looking desperate)
A good ad doesn’t shout “DISCOUNT!”. It shows value, creates urgency, and conveys confidence.
That shows how important is a strategic copy with scroll-stopping design tailored for each platform and every stage of the funnel.
4. erformance: it’s not enough to advertise, you need to know where and how
Meta, Google, and Display campaigns only deliver results when they are done with:
- Segmentation adjusted to your real audience
- Tested creatives (A/B testing included)
- Budget well-distributed throughout the campaign
- Daily monitoring and optimisations
And yes, the best results happen when performance and creativity work together.
5. Post-Black Friday: you can still sell
Don’t let everything drop on November 29th.
Now that you’ve grabbed attention, leverage the campaign visibility to:
- Re-engage those who didn’t buy
- Retain those who did buy (e.g., Christmas campaigns right after)
- Analyse data and improve the next campaign
Conclusion
Black Friday isn’t just about discounts, it’s an opportunity to sell intelligently, capture new customers, and strengthen your brand in the market.
At Brief, we plan and execute Black Friday campaigns from A to Z:
- Strategy
- Content
- Design
- Digital Performance
November is at the door.
Do you have an online shop and want real results this year?
Talk to us — there’s still time to have a Black Friday that sells (and stands out).
