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Black Friday

Cake’s Black Friday series: GET READY

Are you ready for Black Friday trade?

Last year, Drapers observed that fashion retailers scrambled to recoup sales and ease pressure on delivery networks by extending the controversial Sale event across the whole month, leading many to refer to it as “Black November”.

The unprecedented year of 2020 led to retailers launching their discounts as early as 1st November and the number of online transactions made during the busiest lunchtime slot of 1pm-2pm hit a record 4.8 million in the UK – up 14% on 2019, comparison site predicted.

In the spirit of being prepared, this year our team got together to share ideas based on their areas of expertise about how the best brands stand out amongst the sea of Black Friday discounts and overwhelming advertising.

We have split retail’s biggest event of the year into Cake’s Black Friday Series: GET READY, BE CREATIVE, BUILD-UP, BIG DAY and AFTERLIFE. Keep your eyes peeled for more info on this soon.


  1. First thing’s first – what’s your offering? For a successful Black Friday campaign ascertaining your value proposal is crucial
  2. Check your site speed, review some high-traffic landing pages and think about the customer experience on those pages
  3. Have you considered a Black Friday theme for your website? A lead banner image, countdown page, notification bar, and badges will draw attention to upcoming savings
  4. Design – have you considered collateral to go within your packaging?
  5. Black Friday often means a lot of new customers, make sure you have an up-to-date welcome flow in place to help initiate these new customers to your brand (these updates can then all go live at one time)
  6. Does your website have a wish list? Get people to add to their wish list before the discount goes live so they can checkout easily on the day
  7. Delivery – have you considered extending your returns policy over this period to put buyers at ease and encourage them to convert at checkout?
  8. Ever thought about browser notifications? Add these to your website now to get customers opted in so you have another method of communicating your Black Friday deals
  9. If you work with influencers it’s worthwhile reaching out to your relevant influencer tribe to optimise your engagement
  10. Consider setting up payment options such as Klarna, Clearpay & Zip – if you have an Easy Announcement Bar this is the perfect place to highlight to your customers
  11. Take charge of your affiliate marketing by booking publishers in advance and continue building relationships in the run up
  12. Feeds are your best friend for Black Friday, all advertising platforms use feeds so make sure yours are working correctly. Make sure your feeds are optimised and ready to show your offers when they launch.
Headshot of article author

Beth Taggart

Brand Executive

We’ve worked with the team at Cake for years. They are an extension of our team, have supported our growth and kept us up to date in an ever-changing industry. We look forward to continuing our journey together!

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Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.