5 ready-to-use Black Friday promotions
The countdown is on! In just a few weeks, the busiest shopping season of the year begins — starting with Black Friday on Friday, 28 November. Now is the perfect time to prepare your online shop with the right features and marketing ideas.
Here are five easy-to-implement ideas to help you make the most of Black Friday and the end-of-year business.
And if you’re not a fan of deep discounting, don’t worry — we’ve included creative alternatives that will still inspire your customers and boost sales.
1) Keep customers coming back every day during the Black Friday sales period using the “Sale” label and the announcement bar
Excite customers all week long by offering daily deals on selected products. This encourages them to return regularly to see what’s new.
To highlight your deal of the day in your shop, mark the corresponding product with a “Sale” label on the respective day. To do this, go to the product settings in your shop administration and set Add “Sale” label to “Yes”.
Then, use the announcement bar to promote the daily offer across every page of your shop. Add a link to the respective product with just a few clicks and select a suitable colour.
Make sure that the colour matches the colour palette of your shop, your brand colours and the colours of large image elements at the top of your pages for a consistent, polished look.
You can learn more in the Help Centre under Display labels/tags on product images and Display an announcement bar.
2) Inspire your customers with Black Friday categories and gift guides
Not every shopper comes looking for a specific deal — many enjoy browsing. For those customers, you can group relevant products into new categories. Create a “Black Friday” category and feature it prominently in your main menu so it’s easy to find.
You can also create categories as themed gift guides based on interest, budget or personality, according to your target group and product range (e.g. “Gifts for design lovers”). These help customers discover the perfect presents while giving your products a fresh context.
Pro tip: Move the new Black Friday categories towards the top so that they appear first on your main menu. This way, they are immediately visible to your customers and invite them to browse. You can manage your categories as usual in your shop administration under Products → Categories. Learn more in the Help Centre under Manage categories.
3) Boost conversion rates with coupon campaigns
Coupon codes are a Black Friday classic — and for good reason. They’re versatile, easy to share, and proven to drive conversions. You can distribute them via newsletters or social media, offering targeted discounts on selected products or to specific customer segments. This not only creates urgency but also gives customers a sense of exclusivity — a reward that feels personal.
By setting a minimum order value, you can also raise the average basket size while keeping your brand value intact, since coupon codes, unlike high discounts, don’t decrease the perceived value of your products.
Learn more in the Help Centre under Coupons.
4) Make a statement with Green Friday campaigns
If your brand stands for sustainability, why not use the Black Friday buzz to promote something different. Green Friday puts the focus on conscious consumption, fair production, and eco-friendly values instead of mass discounts.
Depending on the type of product, you can, for example, offer your customers incentives to repair or upcycle, link purchases to promotions such as tree planting or charity donations, or highlight your most sustainable products with special deals. If you also run a local shop, encourage customers to buy in-store to reduce shipping emissions.
This allows you to use the hype surrounding Black Friday to promote sustainable consumption and draw attention to your brand’s initiatives and values.
To promote your campaign, you can use the Image slider content element — ideal for full-width visuals and strong CTAs. You can use the integrated Unsplash image library to find high-quality themed images and easily add text and an eye-catching call-to-action button (CTA) that leads your customers to the desired page. Learn more in the Help Centre under Display large-format images in an image slider.
5) Offer exclusive Black Friday gifts instead of discounts
Especially with high-quality products in the higher price segment, there is often concern that discount campaigns may have a negative impact on the exclusivity and premium character of the products.
To benefit from Black Friday without discount campaigns, surprise your customers with a free gift when they make a purchase. These gifts can be tied to a minimum order value, a specific product, or a combination of products, thus allowing you to increase the average order value, reducing stock levels, and creating a sense of excitement for your customers.
A delicatessen shop could, for example, offer a complimentary jar of barbecue spice mix for purchases over £70. This is a clever way to clear seasonal stock while maintaining the brand’s exclusivity and at the same time encouraging customers to increase basket values.
Bonus tip: Save time with AI during the Black Friday sales period
AI tools such as ChatGPT, Microsoft Copilot & Co can help you quickly create compelling campaigns and texts tailored to your shop and your brand, based on the ideas presented here. AI can also help you quickly generate content for newsletters and social media posts.
Simply describe your idea to the AI, share a few details about your shop, target group and products (for example, that it is a medium-sized online shop for children’s fashion with a local store), and let the AI generate creative texts and concepts that you can fine-tune.
Based on the details you shared about your business, you can also ask the AI for suggestions on which Black Friday promotions best suit your brand and audience.
ist Markting & Event Manager bei ePages.
This post is also available in: German
