Preparing for Black Friday and Cyber Monday is crucial for e-commerce businesses, as these shopping events generate significant revenue in a short window.

In 2024, there is a significant change to note and that’s the timing of Black Friday, Cyber Monday, and the onward Festive shopping period:

We provided some commentary on 2023 in this article: recap: Black Friday in review South Africa 2023.

We will post a 2024 review in the coming weeks – so sign up for our newsletter, to stay informed and ahead of the game. In summary, 2023, saw a rather subdued trading period, with consumer pressure and timing (as indicated above) impacting revenue versus the patterns seen in previous “bumper” years.

In 2024, both Black Friday and Cyber Monday fall later in the calendar compared to 2023. Black Friday shifts to November 29, and Cyber Monday occurs on December 2nd.

2024, will see a tighter window between Cyber Monday and Christmas, which may affect consumers’ urgency and e-commerce businesses’ fulfillment and shipping timelines.

This later positioning in 2024 might push some retailers to start promotions earlier to capture sales momentum before the tighter pre-holiday rush begins.

In addition to planning for the change in timing, we have outlined below, a checklist of things that are crucial to consider in this busy period.

Firstly, the pacing and optimisation of paid media budgets requires some planning

Plan Out By Date

Don’t just rely on a normal pattern of spend. Make sure that you build some momentum into the busiest days, by doing so you can create more awareness and consideration, and build larger audiences to help your remarketing efforts. You can do this in a simple calendar:

Be Conscious of ROAS Bidding Strategies

If you have value-based bidding strategies in Google Ads, for example, let’s say it is set to ROAS +400% for normal trading periods, that target could prevent maximum performance on peak sales days, you may want to consider a lower ROAS setting on days where the volume is expected to peak – so that the campaign is not constrained – do this with care and make sure you review it on the days preceding and post key promotional periods.

Check For BF, CM & Gifting Keyword Inclusions

You may have low-hanging fruit in seasonal keywords, Black Friday + {product} , or even {Brand Name} + Black Friday as two simple examples. The same applies to “gifting” keywords.

Merchant Centre – (Product Feed) Integrity

Make sure you check the approval status of your products, in the Google Merchant Centre. Do not do this once, make it a daily check.

Promotion Product Attributes

Ensure your product feed has the relevant attributes to show:

– was price / now prices
– SALE or Promo badges
– reviews (if relevant)

Website Infrastructure

Speed & performance: Test your site’s speed and load capacity. Black Friday traffic surges can cause slowdowns or crashes, so ensure your hosting and infrastructure can handle it.

Organic Search Considerations

Update product descriptions, meta tags, and URLs to rank for Black Friday and Cyber Monday-related searches. Optimise category and landing pages well in advance.

Consider Urgency Statements

Highlight the percentage of savings, free shipping, or limited stock urgency to drive conversions.

Leverage Google Ads, Facebook, Instagram, and other platforms with countdowns, teasers, and influencer promotions to drive traffic. Use paid ads to retarget previous website visitors.

Consumer Confidence

Provide trust signals (SSL certification, security badges) for customer confidence. This can be further improved by using:

– short testimonials and/or reviews
– clearly laying out payment options
– icons that clearly state shipping, delivery & returns policies

Highlight Flexible Shopping Options

Buy Now, Pay Later (BNPL) Options: Promote BNPL options to increase conversions. With the holidays approaching fast, after Cyber Monday, consumers may prefer flexible payment options to help them manage their budgets.

In-Store Pickup and Shipping
Make sure your messaging reassures customers that they can still get their gifts on time.

Highlight the shorter window between Cyber Monday and Christmas, encouraging shoppers to purchase early to ensure delivery by Christmas. Use messaging like “Beat the Holiday Rush” or “Order by [X Date] for Guaranteed Delivery.”

Don’t Forget To Sign Post or Promote Gift Cards

As the holiday window shortens, gift cards become a go-to option for last-minute shoppers. Create attractive gift card bundles and highlight these in your email and social media campaigns.

Post Black Friday

Shift messaging towards the holiday season.

Key aspects of this phase include:

• Gift Searches: Searches pivot towards gift-oriented products like toys, games, and fashion accessories. Terms like “best holiday gifts” or “affordable Christmas presents” become more common.
• Last-Minute Deals: Shoppers look for continued sales, hoping to snag deals they might have missed on Black Friday. Retailers often extend their sales to capitalise on this behaviour.
• Online vs. In-Store Shopping: Consumers dynamically switch between online shopping for convenience and in-store visits for immediate purchases, especially for last-minute gifts.
• Return and Exchange Queries: Post-Black Friday, there’s an increase in searches related to returns, exchanges, and warranties, as consumers reassess their purchases.

By planning early, creating a sense of urgency, and leveraging the condensed holiday season to your advantage.

If you need assistance with your digital strategy – we are here to help you – chat with an expert.