In the world of digital marketing, Black Friday has become a crucial event that brands and businesses cannot ignore. However, what does it really mean to participate in Black Friday, is it simply a matter of offering big discounts and hoping for an increase in sales? In this reflection we bring our experience based on various years and sectors.

At eXprimeNet we have always understood Black Friday as a period where you don't need to invest more than in other periods, but where you also have to avoid doing so because the advertising offer is so high that the cost of the investment is much higher. Black Friday is prepared from the beginning of the year ... selling more that month is not a consequence of you doing better, it is simply a consequence of the fact that they are giving a bigger discount and there is a large number of users willing to save some money available at that time to buy.

It is advisable to adapt to this type of "ecommerce moments" to which the user is getting used to. I don't mean that you do Black Friday or that you do sales, as each brand or company has its own policy, I mean that whether you do it or not, you should understand what time you are in.

If you decide not to do Black Friday, understand that your consumption or invoicing will probably go down during that moment, if you decide to do it, understand that those results are a mirage simply detonated because there are many users willing to buy with great discounts and what they were going to buy from you before or later they will buy from you now ... that is to say, what you invoice more will be less later.

That's why it's important to prepare for Black Friday throughout the year, not just in that special month. And you need to prepare digitally with strategies that allow you to come up with digital work that has impacted, reached and engaged the largest number of potential shoppers throughout the year.

If your turnover, users, sales ... if everything has been growing during that year, it would be normal that if you do a Black Friday you end up selling a lot and then sustain the fall until after Christmas. There are several studies that show that more than 50% of users anticipate their Christmas purchases during that time, which means a lot.

We are not saying that selling on Black Friday is easy, but I can assure you that what is relevant is how you have been selling throughout the year and how you come out of Black Friday. Selling something that is worth €100 at €50 is not a success if when it was worth €100 you didn't know how to sell it at optimal turnover levels.

Expert's comments:

Impact of Black Friday on the market: Black Friday has grown significantly in recent years and has become one of the most important shopping events worldwide. According to data from Adobe Analytics, online sales during Black Friday in the US reached $7.4 billion in 2021, an increase of 9% over the previous year.
The role of digital marketing: In an increasingly digitised environment, digital marketing plays a crucial role in the success of Black Friday strategies. According to Statista, in 2020, 58% of US consumers searched for Black Friday deals online, highlighting the importance of having a strong digital presence during this period.
Long-term preparedness: Preparation for Black Friday should start long before the event itself. Brands and businesses that have a solid digital strategy and have been consistently working to build relationships with their audience throughout the year are the ones most likely to stand out during Black Friday.
Mirage effect: It is important to recognise that the increase in sales during Black Friday can be a temporary effect and does not necessarily reflect a company's long-term success. According to a study by data analytics company Edison Trends, some brands experience a decline in sales after Black Friday due to market saturation and anticipation of holiday shopping.
Importance of pricing strategy: Pricing strategy during Black Friday is crucial. If a company decides to participate in the event, it must ensure that its discounts are attractive but also financially sustainable. In addition, it is important to clearly communicate the added value of the products or services, beyond the reduced price.

Conclusions:

Black Friday can be an opportunity to boost sales and increase a brand's visibility, but it is important to take a long-term perspective and understand how this event fits into a company's overall marketing and sales strategy.
Digital readiness, pricing strategy and success evaluation are key aspects to consider in order to maximise the potential of Black Friday.
The success of Black Friday should not only be measured in terms of sales during the event, but also in terms of how these contribute to the long-term growth and sustainability of the company.

Study data:

According to data from Adobe Analytics, online sales during Black Friday in the US reached $7.4 billion in 2021, an increase of 9% over the previous year.
In 2020, 58% of US consumers searched for Black Friday deals online, according to Statista.
According to a study by Edison Trends, some brands experience a decline in sales after Black Friday due to market saturation and anticipation of holiday shopping.

In summary, Black Friday can be an opportunity to drive sales and increase a brand's visibility, but it is important to take a long-term view and understand how this event fits into a company's overall marketing and sales strategy. Digital readiness, pricing strategy and success evaluation are key aspects to consider in order to maximise the potential of Black Friday.