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Ecommerce brands want to put their customers at the heart of what they do and Black Friday 2025 should be no different. Here are some of our key tips to have a successful campaign and keep your customers loyal.
It's that time of the year again, retail’s biggest weekend is back on our agenda!
And when it comes to maximising your success for Black Friday 2025 - the earlier you start planning, the better.
Ecommerce brands want to put their customers at the heart of what they do and Black Friday 2025, should be no different. From managing your ecommerce store to perfecting your meta ads, here are some of our key tips to have a successful Black Friday ecommerce campaign and keep your customers loyal.
For ecommerce retailers, this annual shopping event remains the most critical revenue driver of the year. The numbers speak for themselves: Black Friday 2024 generated £1.12 billion in UK sales alone, marking a 7.2% increase from the previous year.
The trajectory of consumer spending shows no signs of slowing, positioning Black Friday 2025 as an unprecedented opportunity for ecommerce brands to capture significant market share. What began as a single-day event has transformed into a multi-day sales phenomenon that can make or break annual performance targets. For many Black Friday ecommerce businesses, the revenue generated during this concentrated period represents up to 30% of their entire yearly income, elevating strategic preparation from optional to absolutely essential.
Black Friday 2025 is about reaching shoppers where they're inspired, broadening your market, and fuelling demand with the right mix of creators, reminders, and attribution. Align your objectives with what the business really cares about, and you'll turn the busiest season into your biggest opportunity.
To ensure that your business can reap the full rewards of your Black Friday 2025 marketing efforts, you need to make sure your ecommerce store is ready for a big influx of traffic. Reviewing your ecommerce store in advance allows you to outline opportunities for improvement and gives you the time to implement any changes before the big event.
After all, a slight increase in conversion rate could save you a lot of media spend in November and keep the customers coming back once your Black Friday 2025 promotion ends.
Heatmapping and screen recording softwares like Hotjar can identify if your customers are encountering any challenges - challenges that may be preventing them from completing a purchase.
Once these challenges are identified, you can make the changes you need to make - creating a streamlined user journey.
Do any of your key paid ad landing pages have high bounce rates? Whether it’s your home page, collection landing page or dedicated product pages - if there’s ever a landing page with a higher bounce rate than expected, you should direct customers to other pages.
A good product view rate benchmark is 60-70%, but If your product view rate is lower, it could be that users are struggling to find what they are looking for. Maybe your products don’t have a spotlight on the home page or maybe they’re hidden within the navigation.
How can you help users get on to your product pages in an efficient way?
An optimised product page will encourage users to add products to their cart, so if this isn't happening there might be a sticking point that is stopping this from happening…
A quick site is a better experience for customers (plus Google will like it too!) Check your site speed and see if there are any quick wins.
If you want to learn more about how we benchmark an ecommerce store, check out our guide on grading your ecommerce site.
Performance marketing should be a large part of your ecommerce marketing mix. But, you’ll almost certainly find that costs on key platforms increase over the Black Friday 2025 period. With all ecommerce brands looking to get ahead, getting the same results from your performance marketing channels is going to cost a lot more. It’s best practice to get your audiences warmed up before November, which will not only cost less, but it will allow you to retarget them once Black Friday 2025 rolls around.
Focus on top of funnel objectives such as site traffic and video views. You can then retarget users who engage with this content during the run up to Black Friday 2025. Platforms like Meta and TikTok will find it much easier to locate these users if they’re already aware of your brand.
Another key objective before Black Friday 2025 is lead generation! Getting users to sign up to email alerts means that they can receive all of your Black Friday 2025 email campaigns - bonus points if you gain their consent for SMS marketing too.
Standing out on Black Friday 2025 will be no easy task, with most major retailers opting for some level of Black Friday promotion. However, sticking true to your brand values is crucial in making sure your message lands with your intended audience.
If you are not normally an offer-driven brand then think about what you could offer to customers that will bring value to them during this season. For instance, a free gift rather than a % discount or free next-day delivery.
Review past purchase data to see what incentive could work best for your audience. 49% of shoppers think their shopping experience would be better if retailers offered promotions or deals specific to past purchases. If you have a loyalty program you can choose to reward your customers with extra points during the Black Friday 2025 season or open up additional benefits in a hidden tier for a limited time only. Your existing customers are always more valuable than new customers, so think of some ways you can reward them further?
Creating a Black Friday Shopify theme, with all of the components you need to maximise sales, will ensure that you are communicating your proposition as efficiently and as engagingly as possible. A few examples of customisations you can make to your Black Friday Shopify theme include:
You can then launch your theme once your Black Friday 2025 promotion starts - if you are on Shopify Plus you can take advantage of Launchpad to automate your markdowns for your sale - no need to stay up until midnight to do this.
Another important step is to update your email flows so that customers can be reminded of Black Friday 2025 based on their behaviour. For instance, use your abandon cart email flow to reinforce that your deal has a countdown to drive urgency and scarcity.
As if the Black Friday period isn’t hectic enough, the real hard work starts when the sales end. Discount shoppers can be fickle. For 64% of retailers, shoppers acquired during the Black Friday period will have a lower lifetime value than those obtained at other times of the year.
So how do you turn these bargain-hungry shoppers into loyal customers that will provide long-term value? You need to find ways to show new customers that it's worth paying full price to stay connected to your brand.
Use your loyalty program to tell your new customers that you value them (and not just their purchase). Take a look at LoyaltyLion’s top post-Black Friday retention tactics below:
Offer your new shoppers points for creating an account, clearly communicate the perks of your loyalty program, and tell them how many points they’ve missed out on by not becoming a member.
To encourage your new customers to become repeat purchasers, include points balances within post-purchase emails so they're aware of the points they’ve acquired. This will motivate them to return to shop with you sooner as they’ll want to redeem the rewards they’ve earned, and start collecting more points.
Keep your holiday shoppers hooked by placing them in tiers within your loyalty program.
74% of customers are motivated to be loyal to a brand by feeling that they’re working towards a goal or reward. With something to aspire towards, they’ll be more likely to return to shop with you.
Who said your loyalty program just had to be a retention channel? Use your loyalty program to incentivise loyalty members to refer your store to a friend or a relative. After all, shoppers acquired through referrals are between 16% and 24% more loyal than non-referred customers.
Make sure to share the love. Let your customers know they’ll unlock points and rewards for both themselves and the person they refer.
A sophisticated retention strategy will help you get the most from your new customers you’ve acquired during BF/CM. If you use these tactics effectively you will be able to drive store growth long after the holidays have ended.
Take a look at LoyaltyLion’s Black Friday Blueprint to find out how to execute the perfect BF/CM experience for your customers this holiday season.
Success in Black Friday ecommerce requires a strategic approach that combines technical preparation, audience building, creative messaging, and post-sale retention. By starting early, optimising your store for peak performance, and implementing automation wherever possible, you'll position your brand to not just survive the Black Friday 2025 rush, but thrive within it. Remember, the brands that succeed are those that view Black Friday not as a one-off sales event, but as a critical opportunity to acquire and retain customers who will drive long-term value for your business.
Need some Black Friday support? Get in touch with Cake!
