In this blog, you'll find the history of Black Friday, current trends, and advice on how to optimise your strategies for social media during this time.
With Black Friday just around the corner, now is the perfect time for your business to gear up your social media strategy for one of the busiest shopping events of the year. Since its rise in popularity in the UK in the early 2010s, Black Friday has evolved into a major sales event, both online and in-store. With billions spent annually, £13 Billion in the UK alone in 2023, Black Friday offers brands a unique opportunity to increase visibility, capture new customers, and boost revenue—especially if they take full advantage of social media.
In this blog, you'll find practical tips to make the most of Black Friday with marketing trends like mobile-first shopping, social media engagement, and influencer marketing. Helping your brand to stand out in the crowd, attract new customers, and drive conversions this Black Friday.
Originally an American shopping event held the day after Thanksgiving, Black Friday has expanded globally, marking the start of the holiday shopping season. Retailers, from small businesses to e-commerce giants, offer steep discounts and exclusive promotions to drive sales. In the UK, Black Friday became popular through the influence of American-owned retailers like Amazon and Asda, prompting local brands to follow suit by the mid-2010s.
Over the years, Black Friday has gained a strong foothold in the UK. A 2023 survey revealed that 35% of consumers are highly familiar with Black Friday, with another 37% having a good understanding of the shopping event. The majority of shoppers associate Black Friday with securing great deals, with many people planning to shop for Christmas gifts, personal items, or even essentials like home goods and electronics. With electronics taking centre stage in today’s tech-driven world, it’s no wonder they deserved their own version of Black Friday too: Cyber Monday. As many retailers extend their offers online, Cyber Monday has become the perfect offshoot for the weekend of deals to allow consumers to snap up gadgets and tech essentials.
Notably, Black Friday spending has seen consistent growth year-on-year, with a noticeable shift towards online shopping. In 2023, 54% of sales occurred via mobile devices, highlighting the importance of mobile-optimised landing pages.
Explore essential insights to help businesses enhance their marketing strategies and drive growth in today’s evolving landscape:
1. Spending trends: data shows that online sales continue to dominate Black Friday, with mobile shopping in particular seeing significant growth. Make sure your eCommerce site is mobile-first, optimising speed, user experience, and design for small screens.
2. Gift-focused messaging: with the majority of Black Friday shoppers looking for gifts, tailor your content and advertisements to gift-giving themes. Use emotional appeal to tap into consumers' desire to buy gifts for loved ones.
3. Popular categories: Black Friday shoppers flock to categories like electronics, clothing, and health and beauty products, with electronics being the most popular. Knowing which categories to promote can help you design targeted campaigns.
4. Consumer expectations: many consumers are seeking "spontaneous deals" or are driven by a sense of FOMO (Fear of Missing Out). Use tactics like countdowns, limited-time offers, and exclusive deals to create urgency and encourage quick decision-making.
Black Friday 2024 will see several trends that businesses should consider to enhance their social media and overall marketing efforts:
1. Mobile-first shopping
As noted, more than half of Black Friday purchases are now made via mobile devices. Ensure that your product pages, check-out process, and promotional content are optimised for mobile users. A slow or confusing mobile experience could drive potential customers away.
2. Enhanced paid search and organic integration
Research from Adobe shows that paid search was the top sales driver during Black Friday in 2023. Ensure your paid search campaigns are well-planned and paired with strong organic search strategies. A cohesive approach across both areas can significantly amplify your reach.
3. Interactive social media features
With engagement as a core metric of social media success, try using polls, quizzes, and interactive elements on platforms like Instagram stories or TikTok to drive participation. Offering giveaways, sneak peeks, or user-generated content (UGC) campaigns can also build excitement and engage your audience ahead of Black Friday.
4. Influencer marketing and collaborations
The power of influencer marketing continues to grow, particularly for niche markets. Collaborate with micro- and nano-influencers who align with your brand values to foster trust and create authentic connections with their dedicated followers.
At Studio 34, we understand that strategic social media is key to Black Friday success. Our team of experts specialises in crafting data-driven, high-performance campaigns designed to engage your audience and drive conversions. Whether you need help with paid social ads, content creation, or influencer marketing, we have the tools and expertise to ensure your brand stands out in the crowded Black Friday marketplace.
Let’s work together to make Black Friday 2024 your most successful one yet. Contact Studio 34 today for a free audit and start planning your winning strategy!
