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Why an Online Black Friday Campaign can be Vital for Driving Sales

A craze developed in America that can be dated back to the 1960s, Black Friday gained its popularity nationwide to signify when shops started to make a profit in the post-thanksgiving period selling discounted merchandise. 

Today, Black Friday is the biggest shopping day of the year, not only in the US but in the UK too, as shops cut their prices on a range of products on the last Friday of November in order to boost profits and officially kick off the festive season. 


Is an Online Black November the New Black Friday?


Last year, Black Friday saw a surge in online shopping, with figures from Nationwide showing total spending by its debit cardholders increased by 21% on Black Friday 2020, compared with the same day a week before. It is becoming increasingly common for retailers to run their sales across an extended period, rather than just the traditional 24 hours, sometimes starting their campaigns earlier in November, and extending discounts right the way through to Cyber Monday. This trend is likely to continue in 2021, particularly as online sales were so strong last year, so how do you ensure you are prepared?

The Importance of Online Campaigns

Pie chart graph of how many users engaged with ads or promotions for black friday

Omnichannel commerce is an important factor going into the busiest time of year for eCommerce businesses. You need to leverage your paid search, organic search, referrals, display ads, social, and email marketing. 


Hubspot found that 61% of survey participants said they engaged with Black Friday online ads or promotions, showing how important it is to prepare your Black Friday online campaigns to get ahead of competition. 


At Digity, we can help you plan your campaigns early to ensure you are prepared when November hits. In the past, we have helped customers over Black Friday with:

  • Organic Search Campaigns
  • PPC
  • Social media content and campaigns
  • Email Marketing

Case Study: British Gift Box

British Gift Box sell bespoke gift boxes for all kinds of special occasions. A focus of our work with them involved increasing site visits and conversions during key holidays, such as Christmas and Easter. However, coming just before Christmas, Black Friday posed the ideal opportunity to push sales directly before the Christmas period. We launched successful competitions, email campaigns and social media campaigns to successfully drive sales during Black Friday. We kept our messaging clear across all platforms, highlighting the savings customers could make. During our time working with BGB, their revenue has increased by 92% and conversion from cart to sale has increased by 82%.


Case Study: The SMART Group

Ads should not only present deals and savings on your products, but they should educate ideal customers about your offerings, showing them how your product or service can help them and why they might need it in their daily lives. Due to social media’s popularity and track record for ROI, we predict that consumers will continue to use social media to find out about products and sales on Black Friday.


We worked with our client, The SMART Group, a supplier of industry-leading technology for health, beauty and aesthetic Sectors, to push Black Friday offers to customers via their social channels. For their Instagram, we created posts not only to showcase offers but also to explain the benefits of their products. By including videos on their Instagram feed, we created more engaging and visually interesting posts to fit the platform, whereby, customers could see the products in action. This successfully drove sales through their website.


To find out how we can help you drive sales through Black Friday Campaigns, get in touch today.

Case Study: British Gift Box

British Gift Box sell bespoke gift boxes for all kinds of special occasions. A focus of our work with them involved increasing site visits and conversions during key holidays, such as Christmas and Easter. However, coming just before Christmas, Black Friday posed the ideal opportunity to push sales directly before the Christmas period.


We launched successful competitions, email campaigns and social media campaigns to successfully drive sales during Black Friday. We kept our messaging clear across all platforms, highlighting the savings customers could make. During our time working with BGB, their revenue has increased by 92% and conversion from cart to sale has increased by 82%.

Case Study: The SMART Group

Ads should not only present deals and savings on your products, but they should educate ideal customers about your offerings, showing them how your product or service can help them and why they might need it in their daily lives. Due to social media’s popularity and track record for ROI, we predict that consumers will continue to use social media to find out about products and sales on Black Friday.


We worked with our client, SMART Group, a supplier of industry-leading technology for health, beauty and aesthetic Sectors, to push Black Friday offers to customers via their social channels. For their Instagram, we created posts not only to showcase offers but also to explain the benefits of their products. By including videos on their Instagram feed, we created more engaging and visually interesting posts to fit the platform, whereby, customers could see the products in action. This successfully drove sales through their website.

Case Study: British Gift Box

British Gift Box sell bespoke gift boxes for all kinds of special occasions. A focus of our work with them involved increasing site visits and conversions during key holidays, such as Christmas and Easter. However, coming just before Christmas, Black Friday posed the ideal opportunity to push sales directly before the Christmas period.


We launched successful competitions, email campaigns and social media campaigns to successfully drive sales during Black Friday. We kept our messaging clear across all platforms, highlighting the savings customers could make. During our time working with BGB, their revenue has increased by 92% and conversion from cart to sale has increased by 82%.

Case Study: The SMART Group

Case Study: SMART Group

Ads should not only present deals and savings on your products, but they should educate ideal customers about your offerings, showing them how your product or service can help them and why they might need it in their daily lives. Due to social media’s popularity and track record for ROI, we predict that consumers will continue to use social media to find out about products and sales on Black Friday.


We worked with our client, SMART Group, a supplier of industry-leading technology for health, beauty and aesthetic Sectors, to push Black Friday offers to customers via their social channels. For their Instagram, we created posts not only to showcase offers but also to explain the benefits of their products. By including videos on their Instagram feed, we created more engaging and visually interesting posts to fit the platform, whereby, customers could see the products in action. This successfully drove sales through their website.

This blog post was written by:

Alex Kirkup-Lee • October 4, 2021

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