Black Friday & Cyber Monday 2024 Checklist: Your Guide to Success

With Black Friday coming up, our teams are ensuring they're fully prepared to maximize our brands’ sales and engage customers during the most crucial shopping period of the year. Here’s what our Strategy & Design, Content Creation, D2C, and Marketplace Partnership teams are keeping top of mind as we head into BFCM weekend.

Crunching the Numbers 

Preparing for a successful Black Friday campaign starts like all great campaigns: by reviewing data from previous years. This helps our teams to identify top-selling products and replicate successful promotions as well as set clear objectives for our brands, such as specific revenue targets, new customer acquisition goals, or inventory clearance aims. We’ll also establish KPIs and recommend carefully-decided-upon discount levels and promotional offers to attract customers while maintaining profitability. Finally, we like to plan early access and exclusive deals for loyal customers to reward their continued support and encourage higher spending.

Optimize Everything

And we mean everything. We’ll ensure brand sites can handle increased traffic, thoroughly testing checkout processes to ensure smooth transactions. We’ll update all product information to be accurate and current, including adding Black Friday pricing and promotional details to product pages. For retention marketing, our team will segment email lists for targeted campaigns and update product titles, descriptions, and bullet points with Black Friday keywords. 

From copy to videos to images, creating attention-grabbing and thumb-stopping content is what we do every day. For Black Friday, we make sure to take our efforts even further. Our Content Creation team creates high-quality images that showcase Black Friday deals and add any new products our brands plan to promote during the event. Finally, our Marketplace Partnership team will ensure there’s sufficient inventory for promoted products and put them front and center on branded storefronts.

Make It Special

Personalization is crucial in the beauty and wellness industry, so our teams also use consumer data to tailor Black Friday offers to individual customer preferences and needs. To encourage loyalty, we like to create special Black Friday rewards for loyalty program members and offer double points or exclusive access to deals for loyal customers. SMS continues to prove itself as a lucrative method of communication, so our Retention Marketing team will Prepare SMS campaigns for flash sales or limited-time offers with segmented lists for personalized messaging.

The Final Test

By following this comprehensive checklist, our beauty, skincare, wellness, and hair care brands can rest easy knowing they're in good hands for a successful Black Friday. Even with last-minute preparations, it’s most important to remember that success ultimately lies in offering compelling deals, creating engaging content, and providing a seamless shopping experience across all channels.

Let’s start planning your brand’s next great campaign together. Our commerce catalysts in each of our divisions — Strategy & Design, Content Creation, D2C + B2B Marketing, and Marketplace Partnership — are ready to discuss what your partnership with us would look like. Get in touch today at www.frontrowgroup.com/contact.