How to Actually Make Money From Your Black Friday Marketing Campaign
No one is buying into your 10% off coupon on Black Friday. Sorry, we had to say it. But that doesn't mean you have to give them 70% off either.
The goal of Black Friday is to build awareness, make money, and give back to your audience, so important to lead with intention and strategy when it comes to planning your campaigns. Here's how to do exactly that!
Know Your Margins
You know your profit margins more than anyone. And, if you don't, this is your sign. The last thing you want is to run a “successful” Black Friday sale that actually loses you money in the long run.
That said, don’t forget to look at the bigger picture. Sometimes, a slight dip in short-term profits is worth it if it means gaining loyal customers who’ll stick around long after the sale. The key is knowing where your balance lies, what you can afford to discount, and what your products are truly worth. Be strategic, but not desperate.
Build Your Audience BEFORE the sale
Your entire Q3 and the start of Q4 should be focused on building your audience up. Now, I know we are giving this information to you a little late, but it's important to still take the time in early November (and remember this tip for next year!) to foster your relationships with your audience before your Black Friday campaigns. This is an important part of the process that gets missed consistently for brands. It's a lot more difficult to sell to a cold audience.
Don't just Discount
A discount isn't the only thing you can offer! In fact, the days of those huge 90% discounts are long gone. Companies are getting more creative with campaigns, and it's working! Consider your offer and think out of the box — add value, create bundles, free shipping, free gifts, and beyond.
Have an Intentional Timeframe
Are you doing Black Friday only? Do you have a separate Cyber Monday Offer? Give your audience a timeframe, and communicate it clearly so they know when to make their purchase. One of the biggest turn-offs for shoppers is vague or confusing sale timing. And no...you can’t rely on the old “Surprise! We’re extending the sale!” tactic. Decide in advance:
When the sale starts and ends
How long each promotion or bundle is available
What messaging will support urgency
Make it a Campaign, Not just an Email
It's not just a social post or an email. This should be a planned, well-rounded campaign across your channels to make it effective. A true Black Friday campaign involves multiple touchpoints to create an entire experience for your customers that they notice:
Social media teasers and countdowns
Story content showing product benefits or bundles
Email sequences that nurture leads leading up to the sale
Post-sale follow-ups to keep the momentum
In conclusion, Black Friday is an overwhelming time for consumers with sales cluttering their inbox and feed, so you need to think outside the box and create a campaign they notice, feel value in, and drives them to purchase. Because THAT is how you're going to make money on Black Friday.
