Black Friday: The best marketing strategies to increase your sales

The Black Friday is no longer just a major sale event in the United States, but a key date for e-commerce in Latin America and other parts of the world 🌎

However, with competition growing stronger, lowering prices is not enough. So, how can you increase your sales on Black Friday?

In this article, the YaVendió! team analyzed the digital marketing strategies (from social media to artificial intelligence) used by e-commerce businesses in their Black Friday campaigns to inspire you and help you make the most of this season.

Additionally, we include real examples and practical tactics that you can start applying today.

This is what we will cover: 

• When is Black Friday celebrated?

• Why can't your e-commerce ignore Black Friday?

• 6 digital strategies to sell more on Black Friday (with real examples)

• 3 creative Black Friday campaigns that will inspire you

• Step by step: How to prepare for Black Friday?

When is Black Friday? 

“Black Friday” or “Viernes Negro” is celebrated the day after “Thanksgiving Day”, which takes place on the last Thursday of November in the United States. 

And although Black Friday originated in that country, the event has strongly expanded throughout Latin America.

In several countries, stores tend to extend promotions beyond Friday, making Black Friday celebrations last a weekend, the whole week (“Black Week”), or even the entire month (“Black Month”).

This is how Latin America celebrates Black Friday:

➡️ In Mexico, Black Friday lasts only one day, but that same month, Mexican e-commerce has “El Buen Fin” and some stores take advantage of both dates to increase sales.

➡️ On the other hand, Colombia typically extends Black Friday from one to three days. Additionally, it has “Tax-Free Days” that boost consumption throughout the year.

➡️ For Argentina, Black Friday can last from one to four days. Many times it joins with Cyber Monday or is included in a Black Week. The same happens in Chile and Ecuador, where both dates are popular.

➡️ Peru also places importance on Black Friday, and several brands maintain offers throughout the weekend or even longer. They also tend to use the event's name to refer to high sales seasons that coincide with weekends.

➡️ Brazil stands out for having one of the most significant Black Fridays in the region. It lasts between three and five days, with many stores launching a Black Week or even promotions throughout November.

➡️ In countries like Paraguay, Uruguay, and Bolivia, Black Friday lasts from one to three days with events like 'Black Shopping Weekend', 'Cyber Monday', and 'Black Week', respectively.

Why can't your e-commerce ignore Black Friday?

Numbers don’t lie: Black Friday has become one of the strongest sales dates globally. And e-commerce brands in Latin America cannot be left out. 

In the United States alone, online purchases during Black Friday 2024 reached US$10.8 billion, which represented a growth of 10.2% compared to the previous year. 

In Latin America, the trend is also on the rise:

• Peru was the country that grew the most in 2023, with an impressive 30% increase in online purchases.

• In Chile, Black Friday 2024 sales exceeded US$550 million with more than 10 million transactions (and more than half were online! 🤯)

• Brazil, on the other hand, remains the leader in e-commerce in the region. In 2023 alone, its digital sales totaled US$27.550 billion and during Black Friday, the average spending per person was US$229.4 - the highest in all of Latin America.

As you can see, being present on Black Friday is not optional. It's a key opportunity for any online store that wants to grow, stand out, and take advantage of the consumption pace of this date.

6 Digital strategies to sell more on Black Friday (with real brand examples)

Below, we share effective digital strategies with real examples from brands that have managed to stand out this season.

Strategy #1: Create buzz - hype is everything!

Before Black Friday, the key is to generate positive anticipation for what's to come. This not only increases traffic to your store when you launch your offers, but it also improves the conversion rate.

If the customer is already waiting, they are more likely to buy 😉

For example, Shein generated buzz around two of its key events: the '11.11 Global Shopping Festival' —a massive discount day inspired by the Chinese Singles' Day— and Black Friday. 

To preview the products on offer, they used teaser posts, email alerts, and TikToks. These “controlled spoilers” generated hype and encouraged the creation of shopping carts even before the event.

How to apply it to your business? 🤩

You can create anticipation on social media using countdowns in stories (Instagram/Facebook) or posts announcing that “something big is coming”. 

Another option is to create a VIP or early access list to the offers for those who sign up with their email or through a DM.

If your brand creates audiovisual content, show on TikTok or Reels the “behind the scenes” of your Black Friday preparations like exclusive stock, special packaging, and discount labels to generate more anticipation.

Strategy #2: Organic content that connects and sells

Organic content is content that does not look like an ad but positions your brand effectively.

On dates like Black Friday, many focus solely on paid advertising but forget that organic content is what generates trust and community.

For example, Glossier maintains its minimalist style even during sale seasons. Instead of overwhelming with prices, it creates organic content that highlights the lifestyle of its customers. The result: high engagement and constant sales.

How to apply it to your business? 🤩

There are many ways to achieve this: On social media, you can share real customer testimonials (reposts, reviews, videos). You can also choose to use reels or TikToks showing creative uses of your products or their benefits. 

Engaging in trends by adapting them to your brand is an organic way to gain visibility without spending. If you have staff or a physical store, involve them in the content. It will humanize and strengthen your connection with your audience.

And don't forget to create a calendar with topics that mention what you have prepared with your business like: “5 reasons not to miss our offers”.

Strategy #3: Paid campaigns to maximize conversions

Paid campaigns are important for reaching precise audiences and quickly scaling sales. And on Black Friday, their value multiplies as the competition is fierce and every brand seeks to stand out in the customer's feed.

For example: Sephora and their “Black Friday Beauty Preview”. In this campaign, the beauty brand offered 10 products at $10 each and a limited offer on the same.

They used anticipation and urgency marketing to create a sense of urgency, segmenting their audience to impact potential customers and increase conversions.

How to apply it to your business? 🤩

To make the most of your campaigns, start by creating custom audiences in Facebook Ads like “people who visit your website”, “users who interact with your profile”, or “cart abandoners”.

These audiences are more likely to convert than those who don't even follow you on social networks.

You can use retargeting to re-engage those users who have already interacted with your brand and  show them ads for your offers or products that once caught their interest.

Strategy #4: Influencers that boost your brand

Currently, consumers trust recommendations from real people more than paid ads. Therefore, collaborating with influencers or content creators who align with your brand is a powerful way to stand out and connect with new audiences.

For example, Samsung partnered with influencers to promote its offers during Black Friday. The content creators made unboxing videos and product reviews, which generated great interest in the brand's promotions.

How to apply it to your business? 🤩

Think of  micro-influencers (5k to 50k followers) who share your brand's values to increase the reach and authenticity of your campaigns. We recommend  using personalized discount codes for each influencer to facilitate campaign tracking and measurement.

Similarly, influencer content can enhance your paid strategy. With their permission, use them in Facebook, Instagram, and TikTok ads.

You can also invite creators to do live sessions to showcase products in real time, fostering interaction and generating trust.

Strategy #5: Live Shopping and live videos to sell in real time

During Black Friday, live sessions on social networks can turn viewers into buyers in a matter of minutes. It's about authentic content, immediate and provides space to resolve doubts, show product details, and launch exclusive offers.

An example of this strategy is Sephora, which conducted live sessions with beauty experts to showcase products, gift ideas, and discounts during Black Friday.

Users could buy directly from the video, which created an interactive experience and real-time sales.

How can you apply it to your business? 🤩

To make the most of your live broadcasts, target the time when your audience is most connected and conduct demos, unboxings, or comparisons to capture interest.

The most recommended is to offer exclusive discounts only during the broadcast to encourage immediate purchases.

You can use live shopping tools like TikTok Shop or Facebook Live to facilitate direct purchases from the video. And don't forget to always interact with users by answering questions to create a closer connection.

Strategy #6: Automate your sales with Artificial Intelligence and stand out from your competition

During Black Friday, offers abound, but how can you get customers to choose your store over others? 

The key might be in Artificial Intelligence (AI). An AI sales agent allows you to personalize, automate, and optimize your sales funnel to maximize every conversion opportunity.

MarketZhop received numerous WhatsApp inquiries every time they launched a campaign - like Black Friday. But there was a problem: during peak times, their team couldn't keep up.

There were many messages they couldn't respond to in time, translating into lost sales.

⚡ The solution? MarketZhop decided to automate its sales on WhatsApp with an AI virtual seller from YaVendió!. In just their first month using Artificial Intelligence, they increased their conversion rate and managed to close +20% orders per day - without human intervention. 

How to apply this strategy to your business? 🤩

AI virtual assistants respond to inquiries, take orders, and recommend your products 24/7. 

At YaVendió!, we have helped hundreds of e-commerce businesses achieve their sales goals thanks to our AI virtual seller for platforms like WhatsApp, Messenger, virtual stores, and websites.

If you receive inquiries about your products at all hours (even late at night and on weekends!), automating with a virtual assistant is the solution. You will save on personnel and offer a fast and personalized purchase to your customers.

👉 Want to try the power of conversational sales with AI? Chat with YaVendiosita! on WhatsApp.

3 Creative Black Friday campaigns that will inspire you

More and more brands are taking advantage of this date to launch creative campaigns that capture consumer attention. 

Here we bring you three examples that you can easily apply to your e-commerce:

1. Web and APP exclusive discount campaign (Cencosud - Chile)

Cencosud from Chile launched a Black Friday 2023 campaign with discounts of up to 60% for purchases through their app or website.

With this, according to Cencosud Media, transactions in their supermarkets increased by 24% and the average spending rose by 17%. In Easy, another Cencosud brand, operations tripled and the average spending grew by 20%. Meanwhile, in their Paris store, sales doubled and the average ticket increased by 46%.

Why did it work?

This case demonstrates the importance of offering promotions and free shipping, strategies many brands underestimate, but that have a significant impact on purchasing decisions, both in physical and digital commerce.

The mistake to avoid here is not managing inventory correctly. If you promote products without sufficient stock, you risk causing frustration and losing trust.

2. Fast delivery campaign (Ripley - Peru)

Ripley, one of the most popular stores in Peru, highlighted its fast delivery service for its Black Friday campaign. 

They offered promotions with guaranteed delivery within 24 hours, capturing consumers who value immediacy in their purchases. 

Why did it work?

Their campaign directly responds to a key expectation of today's digital consumer: immediacy.  Promising fast delivery differentiates your brand, and knowing they'll receive their product the next day can be crucial for closing the sale.

If your store offers fast shipping or similar services, highlight them in your campaign to attract those looking for immediate delivery.

3. Personalization campaign that drives conversions (Amazon - USA)

Amazon, one of the big winners of Black Friday, stands out for its innovative and customer-centric campaigns. 

In previous editions, it implemented a cross-selling strategy by sending personalized emails with complementary products to those purchased the previous year.

Why did it work?

This tactic, based on purchase history and segmentation, not only increased sales but also improved the customer experience by offering relevant recommendations. An opportunity that AI can also take advantage of for your brand.

Therefore, never forget the segmentation of your audience. General promotions are not as effective as personalized ones that you can achieve with this strategy. 

Final Checklist: How to prepare for Black Friday?

Here are 5 essential steps to follow to ensure your brand is ready for Black Friday:

Step 1: Plan ahead

Some businesses prepare several months in advance. 

We recommend starting at least 6 weeks before Black Friday so you can decide which products to highlight, set your sales goals, and create your marketing strategy. 

Step 2: Secure your inventory and logistics 

Check your stock and make adjustments based on what will sell the most. For this, you should analyze  customers’ habits and preferences, as well as the average ticket they spend on these dates. 

Remember to coordinate with suppliers and carriers to ensure everything arrives on time and without delays.

Step 3: Optimize the online shopping experience

Ensure that your online store or sales platform loads quickly, is easy to navigate, and works well on mobile devices. A smooth and simple site improves the customer experience and encourages them to keep shopping.

Step 4: Take advantage of alliances and trends 

During Black Friday, influencers and collaborations with other businesses can give you that push to reach a broader audience, translating into greater reach and purchases. Keep up with social media trends and adjust your offers, you can also launch exclusive and limited promotions that generate interest.

Step 5: Be transparent and maintain trust

And last but not least, remember to provide clear information about prices, stock, and returns at all times. On commercial dates like Black Friday, you should avoid surprises or misunderstandings that can affect the customer experience and  your brand's reputation.

Multiply your sales all year round with YaVendió! 

Commercial seasons can quickly become chaotic if you don't adequately manage inquiries and messages from potential customers.

Do you respond to customers until late at night? Do you think you need more staff to handle all the messages?

We have a better solution:

✅ Automate your digital sales with our virtual seller's intelligence, available 24/7 and more efficient than a human. 

We have helped hundreds of e-commerce businesses maximize their sales potential, and your business can be the next to achieve it! 

Request more information on our WhatsApp and receive a free demo 🎁