As one of the biggest shopping events of the year, Black Friday is fast approaching and for many businesses, it can make or break their Q4 performance. With recent UK Black Friday spending data showing shoppers actively holding back in October so they can spend more during the discount period, The stakes are high. Customers expect slick websites, engaging campaigns and lightning-fast checkout experiences. With online competition fiercer than ever, the businesses that succeed are those that plan early, test thoroughly and execute strategically.
So, is your brand ready for the rush?
Last year taught us some important lessons. Brands that started early, refining their campaigns weeks ahead of the big day saw the rewards. Meanwhile, those who left it late struggled with performance issues, ad inflation, and creative fatigue.
Consumers also shopped smarter. Holiday shopping behaviour research shows shoppers now compare across multiple devices, browse reviews and expect seamless experiences across channels. They compared deals, followed brands on social media for exclusive discounts, and expected personalised experiences across every channel. The traditional “one-day-only” event evolved into a month-long promotional window, with early access and Cyber Monday follow-ups.
In 2025, shoppers will be more discerning than ever, meaning preparation, precision and consistency are key.
The Foundations: Website Readiness
Your website is the digital shopfront where every marketing effort converges – if it underperforms, even the best campaigns will fail to convert. Start by assessing your site speed with a tool such as Google Pagespeed Insights; page speed affects conversion rates & data shows users abandon slow sites far more quickly, cutting into potential revenue, so it’s important to ensure this is kept on top of. Next, ensure your site is mobile-first, as most Black Friday purchases now happen on smartphones.
Test your checkout process from start to finish – payment gateways, discount codes, and stock availability must all work flawlessly. And don’t forget to stress-test you’re hosting to ensure it can handle high traffic volumes!
A well-prepared website doesn’t just capture sales, it builds trust and encourages repeat customers long after Black Friday has ended.
Building Buzz: Social Media Strategy
Social media isn’t just about visibility. It’s about creating anticipation.
Start your Black Friday teasers early, using countdowns, sneak peeks and exclusive “early access” promotions. Encouraging engagement with polls, competitions and user-generated content can make your followers feel part of the experience, which in turn can result in increased conversions down the funnel. There are plenty of social media holiday campaign ideas that show how interactive formats drive saves, shares and clicks throughout November.
Always remember that consistency is vital. Develop a content calendar that ramps up activity as the event approaches. On the day itself, focus on clear calls to action and fast response times – social channels move quickly, and so do your customers.
The more engaged your audience is before the sale, the more conversions you’ll see when the offers go live so as long as you stay focused.
Paid Ads: Compete Where It Counts
- – Warm-up campaigns: Run small tests early to identify your best-performing creatives and audiences.
- – Retargeting: Focus on people who’ve already engaged with your site or content; they’re the most likely to convert. Use remarketing lists built from site visitors, product viewers and basket abandoners. If you’re on Shopify, don’t forget to sync your customer lists to your ad platforms!
- – Dynamic creative testing: Keep visuals and copy fresh throughout the campaign to combat ad fatigue.
- – Use urgency wisely: messages like “Ends midnight” or “Limited stock available” drive immediate action.
Paid media isn’t just about being seen. It’s about being seen by the right people, at the right time, with the right message. Google’s own landing page optimisation guidance stresses that fast, relevant pages are essential if you want those clicks to convert.
After the Sale: Keep the Momentum Going
Black Friday may be over in a day, but the impact shouldn’t be. Follow up with thank-you emails, request reviews, and re-engage new customers through remarketing. Use your performance data to refine your strategy for Cyber Monday and the Christmas season. Every campaign is an opportunity to learn – and to build lasting customer relationships.
Partner with Brace Creative
At Brace Creative, we help businesses turn Black Friday into a genuine growth opportunity. From website audits and social strategy to paid campaign management, we make sure every digital touchpoint is ready to perform when it matters most.
If you need practical support, the team at brace are experts in SEO, PPC & more. We can review your site, fix common checkout issues, set clear social schedules, and align ad spend with the times and audiences that convert. You get an action plan, steady monitoring during peak hours, and clear reporting on what worked.
Black Friday 2025 is coming fast. With latest UK Black Friday sales projections pointing to record transaction volumes again this year, brands that prepare properly will be the ones who benefit. Do not leave it late. Book your Black Friday Readiness Audit with Brace Creative and go into the season ready to stand out, convert, and grow. Contact us today!
