Black Friday is just around the corner, and businesses across the UK are gearing up for one of the biggest shopping events of the year. While the Cost-of-Living crisis may mean that we’re heading for a weaker year for the event, it’s nevertheless going to be a strong sales opportunity for businesses. While you’re busy preparing your promotions and discounts, it’s essential not to overlook the critical aspects that can make or break your Black Friday success. In this Black Friday checklist, we’ll explore key strategies that can help your business maximise its potential during this period.  

Black Friday Landing Page Optimisation

Your Black Friday landing pages are the gateway to conversions, half of all conversions happen in the first 28 minutes of a click so a seamless conversion journey is essential. To make the most of this opportunity, focus on the following aspects: 

  • Compelling Messaging: Use strong Black Friday messaging to convey the exclusivity and urgency of your offers. Phrases like “Limited Time Offer” and “Don’t Miss Out” can create a sense of urgency. 
  • Clear CTAs: Ensure that your Call to Action (CTA) buttons are clear, prominent, and persuasive. Phrases like “Shop Now,” “Get 50% Off,” or “Claim Your Discount” work effectively. 
  • Mobile Optimisation: Don’t forget to optimise your landing pages for mobile users. Responsive design is crucial, as many shoppers will browse and buy on their smartphones. 

Choose The Right Products 

Selecting the right products to promote and discount during the Black Friday weekend is a pivotal decision that can significantly impact your sales. In 2022, consumer trends revealed that the top three categories’ people were planning to purchase included clothing and footwear, electricals, and toys. Analyse Google Search Trends within your vertical, as well as your own data to select products that engage and excite customers. 

Lead Generation for Black Friday Pre-Awareness

Building pre-awareness and creating a list of potential customers to re-market to is a smart strategy leading up to Black Friday. People often need multiple touchpoints before making a purchase decision. Here’s how to approach lead generation: 

  • Offer Value: Tease your strongest offers and promote exclusive early offers for those signing up. 
  • Pop-Up Forms: Implement pop-up forms strategically on your website to capture leads.  
  • Social Media Engagement: Run contests or promotions on social media platforms to engage your audience and collect email sign ups. 
  • Email Segmentation: Segment your lead list based on interests, behaviour, and demographics to deliver targeted Black Friday offers. 

Prepare Your Customer Service

Customer service demand can peak around Black Friday and it’s important to have resource prepared. A well-crafted FAQ section serves as a valuable self-help resource for customers, offering them immediate answers to common queries. By proactively addressing concerns related to returns and deliveries, you not only enhance customer satisfaction but also significantly reduce the influx of customer service inquiries. 


In conclusion, as Black Friday approaches, it’s clear that the landscape of retail and consumer behaviour continues to evolve. Despite the challenges posed by the Cost-of-Living crisis, this annual shopping event remains a potent sales opportunity for businesses in the UK. Our pre-Black Friday checklist has highlighted the critical strategies to ensure your business thrives during this period. 

From optimising landing pages for seamless conversions to carefully selecting the right products to promote, you can stay ahead of the competition by tapping into consumer trends and preferences. Moreover, by implementing lead generation tactics and preparing your customer service infrastructure, you can enhance customer satisfaction and streamline operations during this high-demand period. 

Need assistance with your Paid Media strategy ahead of Black Friday? Contact us now for expert guidance.