Startup OS #10 | How to Unlock Growth during Black Friday 🛒

For any Shopify-based brand mastering Black Friday strategy is crucial for maximizing sales and customer acquisition.

Black Friday has evolved into a global shopping event where customers actively seek out the best deals, making it a golden opportunity for brands to convert new shoppers and re-engage loyal customers.

With the shopping frenzy just around the corner, having a well-structured plan in place can make all the difference.

So, what is the key to crafting a Black Friday campaign that scales your brand sustainably?

Black Friday for Shopify-Based DTC Brands: How to Craft Winning Deals and Funnels

Black Friday has evolved into one of the most important shopping events of the year, particularly for DTC (direct-to-consumer) brands. For Shopify-based startups, Black Friday represents an opportunity not just to drive revenue, but to strategically acquire new customers and build long-term loyalty with returning shoppers. However, crafting a successful Black Friday campaign involves more than just offering a big discount; it requires a well-thought-out plan that considers customer experience, acquisition costs, and sustainability beyond a one-day sale.

In this article, we’ll dive deep into how to build a successful Black Friday strategy, using examples, data, and clear steps you can implement. We’ll cover the cultural significance of Black Friday, how to design deals that encourage both new and returning customers to engage with your brand, and how to build effective landing pages and funnels to maximize conversions.

The Cultural Importance of Black Friday and Why It Matters for DTC Brands

Black Friday is no longer just an American shopping tradition—it has become a global phenomenon that kicks off the holiday shopping season. Consumers are conditioned to expect big deals and deep discounts, and as a result, they plan their purchases around Black Friday, often waiting for the event to make large or discretionary purchases. According to Adobe Analytics, U.S. consumers spent a record $9.12 billion online during Black Friday 2022, and those numbers are projected to grow year after year.

For Shopify-based DTC brands, Black Friday is an opportunity to position your brand as one worth paying attention to. Participating in Black Friday isn’t just about offering a discount; it’s about meeting consumer expectations and leveraging the surge in online shopping to build momentum for your brand. It’s a chance to capture new customers who are actively searching for deals and re-engage past customers with offers they can’t refuse.

However, the key to success lies in creating a balanced, well-crafted offer—one that draws in new shoppers but doesn’t attract low-value, one-time-only bargain hunters.

How to Craft a Black Friday Deal That Works

The foundation of a successful Black Friday campaign is, of course, the deal itself. But not all discounts are created equal. A 50% off sale might seem tempting, but it could erode your brand’s perceived value and cut too deeply into your margins. Instead, consider crafting a deal that attracts both new customers and returning ones, while protecting your profitability.

Example 1: Tiered Discounts

A tiered discount structure is an effective way to encourage higher spending while still offering an attractive deal. For example:

• Spend $50, get 10% off

• Spend $100, get 20% off

• Spend $150, get 30% off

By offering increasing discounts based on how much the customer spends, you’re encouraging a higher average order value (AOV) while still delivering a sense of value. Shopify data shows that tiered discounts can increase AOV by 15-30%, particularly when paired with free shipping at a certain threshold.

Example 2: Product Bundles

Another strategy is offering exclusive Black Friday bundles that combine several of your products at a slightly lower price than if purchased individually. Bundles work well for CPG brands because they introduce new customers to a wider range of products and often lead to higher repeat purchase rates. For instance, a coffee brand might offer a “Black Friday Morning Essentials Bundle” with two types of coffee beans, a travel mug, and a coffee grinder for $75—a 25% savings if bought separately.

This strategy not only raises the AOV but also allows you to cross-sell products that a customer might not have otherwise tried. It’s a perfect way to move inventory while deepening customer engagement with your brand.

Example 3: VIP Early Access for Returning Customers

For your most loyal customers, consider offering exclusive early access to your Black Friday sale. This could come in the form of a private link or a discount code sent via email or SMS. Early access builds excitement, makes loyal customers feel valued, and ensures that they get the first pick of products before they sell out.

In terms of data, this approach works particularly well for increasing retention rates. According to Shopify’s internal analytics, brands that offer early access to VIPs see a 25% higher customer retention rate post-Black Friday compared to those that don’t.

How to Implement:

To implement these strategies, use Shopify’s built-in Discounts functionality or apps like Bold Discounts to automate tiered discounts and product bundles. For early access, use email marketing platforms like Klaviyo or Omnisend to create segmented lists for loyal customers and send them exclusive discount codes ahead of the main event.

The Right Black Friday Deal: Acquisition vs. Retention

Black Friday is an ideal time for customer acquisition because many consumers are looking to discover new brands. However, it’s critical to structure your deals in a way that attracts quality customers, not just one-time bargain hunters. Offering a steep, blanket discount may drive volume, but those customers might not stick around after Black Friday if they only came for the deal.

Example: How to Balance Acquisition and Retention

Imagine you run a skincare brand on Shopify. For new customers, you could offer a 20% off your first order deal through social media ads and influencers. But for returning customers, you can offer a Buy 2, Get 1 Free deal to encourage them to stock up on their favorite products.

The goal is to retain quality new customers by bringing them into your ecosystem with an enticing yet profitable offer, while rewarding loyalty among your existing base. According to a report by eMarketer, brands that structure their Black Friday deals around loyalty-building offers tend to see a 20% higher retention rate in the months following the holiday season.

To maximize customer lifetime value (LTV) from these new customers, it’s essential to follow up with personalized emails post-purchase, offering them product suggestions and incentives to return. This way, your Black Friday acquisition isn’t just about immediate revenue, but about building a long-term customer base.

Optimizing Your Black Friday Landing Pages and Funnel

While your deal is the heart of the campaign, your Black Friday landing page and funnel will determine how efficiently you can convert the traffic. Landing pages for Black Friday should focus on clarity, urgency, and simplicity. The goal is to get customers from the landing page to the checkout page as quickly and smoothly as possible.

Example: Building a Black Friday Landing Page

Start with a strong, attention-grabbing headline that clearly explains the deal: “Black Friday Flash Sale! Up to 30% Off Sitewide + Free Shipping.” Below the headline, use high-quality visuals of your products, along with social proof in the form of reviews or testimonials, to build trust quickly. Display a countdown timer that shows how much time is left before the sale ends, creating urgency.

Ensure that your call to action (CTA) is prominent, using language like “Shop Now” or “Claim Your Discount,” with the CTA button in a contrasting color to make it stand out. Be sure to optimize your page for mobile, as over 70% of Shopify traffic during Black Friday comes from mobile devices.

Crafting a Black Friday Funnel

The Black Friday funnel starts long before a visitor lands on your site. Use Facebook or Google Ads to direct traffic to your dedicated landing page. Once a customer engages with your page or abandons their cart, implement retargeting ads that remind them of the sale and include an extra incentive (like free shipping or a small additional discount).

Post-purchase, keep customers engaged with an automated email sequence that thanks them for their purchase, offers product usage tips, and recommends related products. According to Shopify’s data, sending post-purchase upsell emails within 24 hours can increase average order value by up to 10-15%.

Final Thoughts

For DTC brands, Black Friday is a pivotal moment to attract new customers, deepen relationships with existing ones, and boost revenue. But success requires more than just offering a big discount. By crafting smart, strategic deals—whether through tiered discounts, product bundles, or VIP early access—you can maximize the potential of Black Friday without sacrificing long-term profitability.

Building the right funnel and landing pages ensures that customers have a smooth, seamless experience from the moment they click an ad to when they complete their purchase. And by following up with personalized communication, you can turn Black Friday shoppers into loyal customers who stick with your brand long after the sale ends.

Thank you for reading. I hope this becomes useful reading before the work week starts again.

Feel free to DM me here.

Have a great week,

Robert