Black Friday Planner:
A Guide for Marketers

Peak season 2024 planning

This planner provides a structured countdown to help you organise your marketing efforts, ensuring that you capture the interest of shoppers and drive significant sales. From setting clear goals to optimising your website and running effective email campaigns, follow this step-by-step guide to create a winning Black Friday strategy.

4 WEEKS BEFORE BLACK FRIDAY

1. Set Clear Goals

  • Define your Black Friday objectives (e.g. revenue targets, customer acquisition)

2. Optimise Your Website

  • Ensure your site can handle increased traffic
  • Implement SEO for key Black Friday terms

3. Plan Your Email Marketing

  • Segment your audience for targeted campaigns
  • Utilise a strategic schedule for sending emails, focusing on key dates — Black Friday morning and evening, Cyber Monday, etc.

3 WEEKS BEFORE BLACK FRIDAY

1. Develop a Content Strategy

  • Create engaging blog posts and social media content
  • Use keywords relevant to Black Friday

2. Finalise Promotions

  • Decide on discounts and offers
  • Ensure they align with your overall strategy

2 WEEKS BEFORE BLACK FRIDAY

1. Launch Teaser Campaigns

  • Send teaser emails to build anticipation
  • Use social media to generate buzz

2. Optimise PPC Campaigns

  • Prepare your paid ads
  • Focus on high-value keywords and remarketing strategies

1 WEEK BEFORE BLACK FRIDAY

1. Test Everything

  • Ensure your website, email campaigns, and PPC ads are functioning correctly
  • Test the checkout process to avoid issues

2. Finalise Promotions

  • Decide on discounts and offers
  • Ensure they align with your overall strategy

BLACK FRIDAY WEEK

1. Launch Your Campaign

  • Send emails on Black Friday morning and evening
  • Use countdown timers and scarcity tactics

2. Monitor and Adjust

  • Track performance in real-time
  • Be ready to adjust campaigns based on live data

AFTER BLACK FRIDAY

1. Post-Sale Engagement

  • Send thank-you emails and request feedback
  • Promote any upcoming Cyber Monday deals

2. Analyse Performance

  • Review your Black Friday metrics
  • Use insights to improve future campaigns

WEBINAR REPLAY

Black Friday 2024 Countdown:
Aligning Marketing & Delivery to Smash Sales

black friday

This power-packed webinar is your start to crushing Black Friday 2024!

Resources for Further Reading
5 Alternatives to Black Friday – Infinity Nation Blog
How to Prepare for Black Friday – Infinity Nation Blog
Best Email Send Times for Black Friday – Infinity Nation Blog
Quick Black Friday Tips – Infinity Nation Blog
How to Make a Great Black Friday Campaign – Infinity Nation Blog
Black Friday Strategy Guide – Infinity Nation Blog