Reflecting on New Zealand Black Friday 2023 insights from Google and NZ post - we observed notable shifts in consumer behaviour. Online spending increased by 5%, reaching $1.6 billion in sales. Meanwhile, in-store spending also grew significantly, hitting an impressive $14.4 billion. Shoppers were more active than ever, with a 17% year-over-year increase in transactions, totaling 16 million. However, competition was intense: 35% of Kiwis made purchases in non-traditional categories, a shift that reflects a diversification in consumer preferences and a decline in brand loyalty.
For brands, staying top-of-mind and accessible across channels is essential for success in 2024. Below, we share key strategies to help you build a winning Black Friday marketing plan.
Every year, we’re seeing Black Friday searches begin well before the actual event. In 2023, Google reported that Black Friday searches started as early as October. With increased competition anticipated this year, brands may struggle to stand out in a shorter time frame. This year’s holiday season is also more condensed, with five fewer shopping days between Cyber Monday and Christmas compared to last year. Starting your campaign early will help you capture shoppers’ attention before the rush.
To craft a Black Friday deal that customers can’t ignore, focus on high-demand products and introduce a unique discount structure, such as tiered or bundled discounts. Adding a sense of urgency can also drive conversions; use countdowns or "limited stock" messages to emphasise the limited-time nature of the offers.
To reach the widest audience for your Black Friday promotions, implement a robust, multi-channel marketing strategy. Start with teaser messages that inform customers about when your sales will begin. Your email list should be a primary focus, providing direct access to individuals already interested in your products. Social media platforms like Instagram, Facebook, and TikTok are also essential to capture broader audience interest and build anticipation for your deals.
Prepare a dedicated Black Friday landing page in advance to capture email sign-ups and expand your customer base. This approach builds exclusivity and excitement by promising early access to promotions or a first look at limited-time offers. Providing an incentive to sign up, such as an exclusive discount or early notification, can effectively engage prospective customers and generate buzz before your sale starts.
Creating a smooth, customer-friendly experience is key to retaining shoppers and encouraging repeat purchases. With many people buying Christmas gifts for others during Black Friday, it’s crucial to make every step of their journey—from browsing to checkout and returns—simple and transparent. A Shopify survey found that 87% of shoppers consider free returns a critical factor in their purchasing decisions. Ensure your return policy is not only customer-friendly but also prominently displayed on your site.
Effective pop-ups—those that are visually appealing, strategically timed, and provide clear value—can encourage immediate action from visitors. Consider using pop-ups to offer exclusive discounts, highlight limited-time promotions, or invite users to sign up for early access to Black Friday deals.
Black Friday is just the beginning of a valuable relationship with your customers. By nurturing these relationships beyond Black Friday, you encourage repeat business and foster brand loyalty, turning one-time shoppers into long-term customers. Make sure they are in your future email list. If they have not signed up for a newsletter or followed you on social media, make sure you have retargeting strategies in place with the Black Friday converters.