{"id":14932,"date":"2020-08-04T16:22:45","date_gmt":"2020-08-04T13:22:45","guid":{"rendered":"https:\/\/www.become.co\/blog\/?p=14932"},"modified":"2026-11-13T15:25:27","modified_gmt":"2026-11-13T13:25:27","slug":"black-friday-e-commerce-strategies","status":"publish","type":"post","link":"https:\/\/www.become.co\/blog\/black-friday-e-commerce-strategies\/","title":{"rendered":"Black Friday E-Commerce Strategy: 6 Things to Get Right"},"content":{"rendered":"<p><strong>Black Friday 2026 falls on Friday 27 November.<\/strong> If you sell online, the next fortnight decides how the following one goes.<\/p>\n<p>What has changed since most Black Friday advice was written is worth knowing before you plan around it. Adobe forecasts US shoppers will spend <strong>$12.9 billion online on Black Friday 2026<\/strong>, up 9.2% on last year&#8217;s record $11.8 billion. But Cyber Monday, on 30 November, is forecast at <strong>$15.1 billion<\/strong>.<\/p>\n<p>Online, Cyber Monday is now the bigger day. Black Friday runs at roughly 85% of it, and the whole Cyber Week stretch from Thanksgiving to Cyber Monday is forecast at $47.5 billion.<\/p>\n<p>That reframes the job. You are not preparing for a day. You are preparing for a five-day run where demand, traffic and support load all peak at different times, and where your single busiest hour may not be the one you planned for.<\/p>\n<h2>1. Fix the store before you buy any traffic<\/h2>\n<p>The cheapest conversions available to you are the ones you are currently losing.<\/p>\n<p>Go through your own checkout as a customer, on a phone, on mobile data rather than wifi. Better still, have someone outside the business do it and watch without helping. Most stores lose more revenue to a slow product page, a surprise shipping cost at step three, or a coupon field that rejects its own codes than they ever lose to insufficient advertising.<\/p>\n<p>Specifically worth checking before the end of next week:<\/p>\n<ul>\n<li>Page load on a mid-range phone, not your laptop<\/li>\n<li>Whether shipping cost and delivery date appear <em>before<\/em> checkout<\/li>\n<li>That every payment method you advertise actually completes<\/li>\n<li>That stock counts on the site match what is in the warehouse<\/li>\n<li>Your <a href=\"https:\/\/www.become.co\/blog\/how-improve-website-seo-ranking\/\">SEO basics<\/a>, since organic traffic is the part you do not pay for twice<\/li>\n<\/ul>\n<h2>2. Plan the promotion, then plan the margin<\/h2>\n<p>Most Black Friday planning stops at what the discount will be. The harder question is what it costs you.<\/p>\n<p>On a 40% gross margin, a 20% discount does not cost you 20%. It halves your margin, which means you need roughly twice the volume to end up in the same place, and twice the volume carries twice the picking, packing, support and returns. Run that arithmetic per product before you commit, because the products you most want to promote are often the ones that survive it worst.<\/p>\n<p>Then choose the mechanics. Urgency works because the offer genuinely ends, so a countdown on a deal that quietly runs all week trains people not to believe you. There are plenty of <a href=\"https:\/\/www.become.co\/blog\/e-commerce-advertising\/\">e-commerce advertising approaches<\/a> and <a href=\"https:\/\/www.become.co\/blog\/black-friday-marketing-ideas\/\">Black Friday marketing ideas<\/a> worth borrowing, and <a href=\"https:\/\/www.become.co\/blog\/10-best-ways-to-market-your-new-business-online-even-on-a-tight-budget\/\">plenty that work on a small budget<\/a>.<\/p>\n<h2>3. Get the stock question right in both directions<\/h2>\n<p>Two failures, and the expensive one is not the one people worry about.<\/p>\n<p><strong>Running out<\/strong> costs you the sale and, worse, the review. Overselling the last unit to two customers does reputational damage that outlasts the quarter.<\/p>\n<p><strong>Over-ordering<\/strong> is the quieter disaster. Stock bought for a peak that does not arrive is cash converted into boxes, and it sits there through the leanest trading months of the year. If you are financing that stock, you are paying for it twice.<\/p>\n<p>Use last year&#8217;s actual numbers rather than this year&#8217;s hopes, segment by product rather than planning in aggregate, and agree with your suppliers now what a late reorder looks like. <a href=\"https:\/\/www.become.co\/blog\/supply-chain-optimization\/\">Supply chain optimisation<\/a> is worth more in November than in any other month, and if you are <a href=\"https:\/\/www.become.co\/blog\/make-money-dropshipping-shopify\/\">running a dropshipping model<\/a> the constraint moves to your supplier&#8217;s capacity rather than your own.<\/p>\n<h2>4. Automate the repetitive parts before the volume arrives<\/h2>\n<p>Automation on Black Friday is not about sophistication. It is about not needing a human for things that do not need one, on the day when humans are the scarce resource.<\/p>\n<p>The ones that reliably pay for themselves:<\/p>\n<ul>\n<li>Abandoned cart recovery, which on a high-traffic day recovers real money<\/li>\n<li>Order confirmation and shipping notifications that actually fire<\/li>\n<li>Low-stock alerts tied to reorder points, not checked by eye<\/li>\n<li>Post-purchase follow-ups and review requests<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.shopify.com\/enterprise\/blog\/what-is-ecommerce-automation\" target=\"_blank\" rel=\"noopener\">Shopify&#8217;s guide to e-commerce automation<\/a> covers the mechanics. Set these up this week, not during the sale.<\/p>\n<h2>5. Staff the support queue, because that is where the day is won or lost<\/h2>\n<p>The single biggest difference between a good peak and a bad one is usually response time on pre-purchase questions.<\/p>\n<p>Someone asking whether an item will arrive before Christmas is minutes from buying. A reply four hours later reaches a person who has already bought elsewhere. Work out who is answering, on which channels, during which hours, and make sure that person is not also the one packing boxes.<\/p>\n<p>Set an away message with a genuine response time rather than silence, publish your cut-off dates for delivery clearly, and write the five most common answers down in advance so nobody has to compose them under pressure.<\/p>\n<h2>6. Harden the boring things<\/h2>\n<p>Peak traffic is when systems fail, and a store that is down during its busiest four hours cannot make that revenue back.<\/p>\n<p>Check your hosting can take the load, that payments have a fallback if one gateway drops, and that your <a href=\"https:\/\/www.become.co\/blog\/small-business-cyber-security-plan\/\">security basics<\/a> are in order. Elevated traffic is also elevated fraud and phishing season, and the common failure is human rather than technical: a rushed team clicking something it should not.<\/p>\n<h2>Funding the run-up<\/h2>\n<p>The awkward thing about a peak season is that the costs land before the revenue does. Stock, advertising and extra hands are all paid for in October and November; the money comes back in December.<\/p>\n<p>That gap is the textbook case for short-term finance, and it is also the one most likely to be arranged badly, because businesses tend to start looking in the week they need it. Urgency narrows your options to the fastest and most expensive lenders.<\/p>\n<p>If you can see the gap coming, arrange it now rather than in December. <a href=\"https:\/\/www.become.co\/blog\/e-commerce-funding\/\">E-commerce funding options for online sellers<\/a> covers what suits this kind of business, and <a href=\"https:\/\/www.become.co\/blog\/when-is-the-right-time-to-apply-for-a-business-loan\/\">why applying early changes the offer rather than just the timing<\/a>.<\/p>\n<h2>Afterwards, write down what happened<\/h2>\n<p>The most valuable hour of the whole period is the one you spend in early December recording what actually occurred: which products sold, what sold out, where support drowned, which ad spend returned nothing, what you wish you had ordered more of.<\/p>\n<p>Next November you will not remember any of it. Everyone intends to do this and almost nobody does, which is why most businesses solve the same problems every year.<\/p>\n<p><a href=\"https:\/\/www.become.co\/apply\/\">See what your business qualifies for<\/a>. One application, a few minutes, and checking your options does not affect your credit score.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Black Friday 2026 is Friday 27 November, and online it is no longer the biggest day of the week. Six things to fix before it arrives, and the margin arithmetic most discount planning skips.<\/p>\n","protected":false},"author":35,"featured_media":20477,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[114],"tags":[440,300,56],"class_list":["post-14932","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-small-business-wisdom","tag-e-commerce","tag-online-retail","tag-seasonal-business"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Black Friday E-Commerce Strategy: 6 Things to Get Right - Business Funding Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.become.co\/blog\/black-friday-e-commerce-strategies\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Black Friday E-Commerce Strategy: 6 Things to Get Right - Business Funding Blog\" \/>\n<meta property=\"og:description\" content=\"Black Friday 2026 is Friday 27 November, and online it is no longer the biggest day of the week. 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