Black Friday 2024 Marketing Strategies: How to Master the Promotional Season

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As Black Friday approaches, we know that brands and retailers are gearing up for the busiest shopping season of the year . This event is not only an opportunity for immediate sales, but also a crucial time to build customer relationships that will need to be nurtured with retention activities in the following months.

Black Friday 2023 showed significant growth trends , with an increase in sales through online channels but also a change in consumer purchasing habits.

Not only online but also offline, the purchasing process begins many days in advance. In fact, more and more consumers are starting to plan their purchases well before Black Friday week. The average purchase time is 17-18 days, highlighting the importance of an early market presence.

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At such an important time of year for any online store, it's essential to implement a series of strategies to achieve your business goals. Let's look at some of them:

1. Start early

Plan, refine, and start building your strategy months in advance. Launch engagement activities that will culminate in Black Friday discounts.

2. Update and optimize campaigns with real-time data

Constantly monitor the performance of your campaigns and make changes based on the data you collect. Small optimizations can lead to significant results. During this period, competitiveness is very high, so it's essential to monitor your campaigns at all times.

3. Set the right budget

Based on historical data from previous years and your strategy, set an appropriate budget to keep your campaigns running. Set daily budgets to avoid using up your entire budget before the main days. Also keep in mind that conversion costs typically increase in the fourth quarter.

4. Create personalized promotions and offers

Create personalized offers for different audience segments.