Black Friday 2025: 7 tips for maximum results

For years, Black Friday has been the time when consumers flock en masse in search of bargains and online shops generate record turnover. But in 2025, the competition will be fiercer than ever. Success doesn’t come easily: it requires a smart strategy, a strong pre-Black Friday campaign and, above all, starting in good time. Would you like to find out how to get the most out of Black Friday 2025? Then read on!

When is Black Friday 2025?

Black Friday 2025 falls on Friday 28 November. The following Monday, 1 December 2025, is Cyber Monday. This is an extension of the Black Friday weekend and the moment for a final surge in conversions. Many online shops use this day to generate extra traffic and pull out all the stops one last time with competitive online deals.

Why pre-Black Friday will be indispensable in 2025

The days when Black Friday lasted just one day are long gone. Successful brands start building their visibility as early as mid-October. These days, consumers start doing their research weeks in advance: they compare prices, compile wish lists and sign up for newsletters featuring exclusive deals. If you only start in November, there’s a good chance your brand will get lost in the sea of competition.

A strong pre-Black Friday strategy ensures your brand is already top-of-mind before the real shopping frenzy kicks off. Think of teaser content, early-access promotions or VIP deals for newsletter subscribers. This not only boosts engagement but also lays the groundwork for higher conversion rates during the Black Friday weekend itself.

Black Friday in e-commerce

In the run-up to Black Friday, online retailers and e-commerce marketers work overtime to get the most out of their target audience. From sign-up campaigns to gain early access to the best deals to a countdown prominently displayed on the homepage. However playful it all may seem, it works. In the days leading up to Black Friday, online shops’ turnover is often 80 per cent higher than in any other week of the year. Many businesses therefore really rely on these peak days. But how do you really make the Black Friday hype work to your advantage?

7 tips for a successful Black Friday campaign in 2025

The following tips will help you prepare optimally for Black Friday in 2025.

1. Start on time

The biggest mistake many online shops make is starting too late. Successful entrepreneurs start their preparations at least six weeks before Black Friday. That means you should already be planning campaigns, setting up adverts and optimising your online shop in October. Make sure your page load speed, checkout process and mobile display are in tip-top condition, and test different versions of your message.

By getting started early, you not only attract attention but also build trust – and both are worth their weight in gold in the run-up to Black Friday.

2. Choose your offers strategically

Not every discount is profitable. Carefully analyse which products perform best and where you can still achieve a sufficient margin. Look at your sales data from previous years and identify where the greatest opportunities lie. Focus your discounts on products that attract customers and generate profit. Also, be transparent in your pricing communications: consumers in 2025 will be more discerning than ever and will constantly check prices before making a purchase.

3. Make effective use of cross-selling and upselling

During Black Friday, consumers are in ‘buying mode’, which is the ideal opportunity to increase your average order value. Combine products that go well together and show customers directly in their shopping basket which items complement each other. Think of bundle offers or related products on the product page. By subtly inspiring customers, you encourage them to add that extra product. Cross-selling and upselling thus deliver a measurable increase in your turnover without any additional advertising costs.

4. Build up the tension towards the climax

Instead of one big splash on the last Friday in November, you can turn the whole month into a promotional month. Build up the excitement step by step with smaller offers in the first few weeks of November, exclusive deals in the week leading up to Black Friday, and the biggest discount during the weekend itself. This way, you keep your audience engaged for longer and create a sense of urgency that often prompts a purchase.

5. Use email marketing strategically

Email is still one of the most powerful tools for driving conversions. Start in October with teaser emails and let customers sign up for exclusive access to the deals. In November, you can send targeted offers based on customer behaviour or previous purchases. After Black Friday, use email to nurture the relationship, for example with a thank-you message or an extra discount for the festive season. By testing subject lines, send times and content, you’ll know exactly what triggers your target audience to click and buy.

6. Make the most of social

Social Social media is the best way to give your Black Friday campaign extra visibility. Use a mix of organic content and paid campaigns to boost your visibility. Share teasers, launch a countdown, collaborate with influencers or use short videos to grab attention. A combination of storytelling and a sense of urgency works best: show customers why your product is indispensable whilst creating a sense of urgency that they need to act quickly.

7. Don’t forget the aftercare

Black Friday isn’t the end point, but rather the start of a long-term customer relationship. So make sure you continue to pay attention to your customers after the weekend. Send a thank-you email, offer an exclusive discount code for the festive season, or ask for a review. By showing these customers you value them and keeping them engaged, you increase the likelihood that they’ll return to you in December or even the following year. Good after-sales care turns a one-off buyer into a loyal customer.

Ready to make a splash on Black Friday 2025?

Black Friday is your chance to double your turnover, provided you’re well prepared. With a strong strategy, clear planning and a well-thought-out pre-Black Friday approach, you decide for yourself whether you simply take part or truly excel.

Do you want to make a real impact with your Black Friday campaign this year? We’d be delighted to help! As your partner in digital growth, we’ll rise to the challenge and focus on achieving maximum results.