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Black Friday

Cake’s Black Friday series: BUILD UP

Figuring out how to acquire new customers is very tricky.

In the last six years, the cost of acquiring new customers has increased by 60%. Marketing is becoming more expensive and customers are becoming less trustworthy of brands.

But we shouldn’t give up, we just need to get smarter.

Now that you are ready for Black Friday and have come up with an amazing, out of the box creative campaign, it’s time to focus on acquiring new and reigniting current customers ahead of retail’s biggest event of the year.

Customer acquisition is a set of techniques used to manage customer prospects and traffic generated by marketing activity. Customer acquisition management can be considered the connection between reaching your customers through paid, owned or earned marketing tactics and customer relationship management to acquire new customers.

The idea is to either discover new opportunities for growth within an existing marketing channel you’re pursuing or start utilising other channels.

Here are 10 tactics you should be doing to encourage your customers to convert this Black Friday:

1. Optimise your paid social strategy to drive traffic for new customers such as using location based messages, you can then re-target them during the big event.

2. How are you currently appearing on the search engine results page? Increase organic search traffic by updating your brand campaign with the relevant messaging, extensions and keywords. Get going on this now!

3. Depending on how long you’re running the offers for, spread the load across logistic partners so they have time to process the orders – a slow delivery time won’t have your customers crawling back. Make sure you’re having the relevant conversations with your logistics partners now.

4. A LOW IN STOCK badge will drive people to buy NOW. Similarly, an OUT OF STOCK badge will encourage customers to convert more quickly on the others. Is your product page prepared?

5. Have you considered a pre-Black Friday pop-up? Opting for in-person discounts will peak interest from new customers.

6. Anything on sale should be set to red and compare at price function (how much% off). Is your website set up for this?

7. Now that you have decided which products are discounted, where on the site are you going to display them?A Black Friday landing page will make bargain browsing easier and more user friendly.

8. Spark interest by tiering your offers: 1. marked down on the collection, 2. site-wide reductions, 3. last chance offer… go go go! Is your tiered markdown plan ready?

9. Ads with lots of engagement on them (e.g., likes, comments, reactions, shares, etc.) are typically clicked on a whole bunch more than those with either a small amount or none at all. Run your ad only to your Facebook and Instagram page fans initially and include a CTA within the copy to comment.

10. Get your emails in place with a price drop flow, Black Friday specific. Our email partner Klaviyo allows you to harness unlimited data, build your ideal customer experience, and prove your ROI with the platform designed to take you further.


As part of our five-step approach to Black Friday, you should now be ready, have your creative prepared and your customer acquisition in place. The next step is to be on the ball throughout the week of Black Friday, and start thinking about the afterlife of your customers.

Stay tuned!

Headshot image of Beth

Beth Taggart

Brand Executive

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.