Danny Andrawes 10 October 2024

Is It Still Worth While To Put In effort For Black Friday Shopping?

As the holiday season approaches, businesses globally are gearing up for the much-anticipated shopping frenzy that is Black Friday. Once an American tradition, Black Friday has become a global event where retailers offer jaw-dropping discounts to attract consumers, leading to a surge in spending.

And as we head into the event this year, the question persists: Is Black Friday still the golden goose for businesses it once was?

Hot Take 2024 - Black Friday

With shifting consumer behaviours, digital transformation and year-round sales, it’s reasonable to question whether participating in Black Friday delivers the same value as before. In this comprehensive blog, we’ll explore the benefits of Black Friday for businesses, highlight key Black Friday statistics business owners, outline an effective action plan, recommend the best platforms for advertising, and discuss common advertising mistakes to avoid.

Where Does Black Friday Stand today?

While the Black Friday frenzy began in the US, Australian businesses and consumers have welcomed the event enthusiastically. From clothing to electronics, furniture and even travel, nothing is off-limits. Recent figures indicate that holiday shopping shows no signs of slowing down.

Last year, research from a Google-commissioned Ipsos Consumer Continuous study revealed that global holiday sales hit an unprecedented $1.17 trillion during November and December. The same study showed that across 25 countries, 38% of shoppers globally wished they had started their holiday shopping even earlier.

Hot Take 2024 - $1.7 Trillion of global holiday

In Australia, the peak shopping season continues to grow each year. Google’s monitoring of search volumes and traffic consistently shows an upward trend during peak periods, supported by data from the Australian Bureau of Statistics (ABS) on online retail spending.

However, Black Friday this year will start five days later than last year, leaving five fewer days for post-Cyber sales, making this year’s timing more critical than ever.

Five Key Benefits of Participating in Black Friday

With the history of Black Friday dating back to the early 1990s, the value it delivers to businesses, particularly in a digital age, has evolved. Whether you’re a new or established business, participating in Black Friday 2024 offers the following benefits:

  • Increased Brand Exposure:One of the most significant advantages of participating in Black Friday is the exposure it offers. With millions actively seeking deals during this period, your brand can reach a vast audience, many of whom may not have encountered your business otherwise./li>
  • Revenue Boost: Black Friday can give businesses a significant revenue spike in a short time. With effective holiday marketing campaigns, attractive discounts, and strong product positioning, businesses can see sales multiply over the weekend, setting them up for a robust end-of-year performance.
  • Clearing Out Older Inventory: For businesses looking to make room for new products, Black Friday is an ideal opportunity to clear out older stock. Offering discounts on older products attracts deal-hunters while freeing up space for future products.
  • New Customer Acquisition: With so many shoppers browsing for deals, Black Friday is an excellent opportunity to attract first-time customers. Exceptional deals and a seamless shopping experience can convert these bargain hunters into long-term customers.
  • Enhancing Customer Loyalty: By offering exclusive discounts and deals, businesses can reward their existing customers and strengthen brand loyalty. Black Friday can be positioned as a VIP event where repeat customers get first dibs or special discounts, encouraging future purchases beyond the holiday season.

A Bigger Playing Field — The New Challenges Businesses Face

As businesses gear up to launch their Black Friday offers, it’s important to acknowledge the hurdles online retailers face during the holiday shopping period.

During the recent OMG x Google Peak Roadshow, these dynamics were highlighted as essential factors shaping this year’s shopping landscape. While the peak season continues to expand annually, this year is expected to be more challenging due to two key factors:

    • Increased Competition — Online retailers face heightened competition not only within the retail sector but also from other industries capitalising on the seasonal shopping frenzy. Black Friday has evolved into a broader consumer event, with industries like travel, telecommunications, and automotive seeing increased activity. Last year, 35% of Australians reported spotted Black Friday deals outside of traditional retail, and 28% made purchases from non-traditional categories like flights, with “Travel Tuesday” searches surging by 700%.
    • Greater Consumer Consideration — Economic pressures are making Australians more cautious with their spending. Recent surveys show that 30% of Australians are spending more time making purchase decisions compared to last year, 35% are conducting more research before buying, and 40% report fewer impulse purchases.

This shift in consumer behaviour — where more research is done, and impulse buys decline— poses a significant challenge for brands trying to convert browsers into buyers. Google’s “Messy Middle” framework highlights that one in three consumers will choose their second-choice brand just because it shows up when they’re searching, suggesting that brand loyalty may not play a major role in the final decision-making stage.

Hot Take 2024 - 3 in 1 people

Moreover, the path to purchase is increasingly non-linear, especially for retail. While online shopping continues to grow, many transactions still happen in-store. In fact, 91% of Australian holiday shoppers use search before visiting a physical store, making an omnichannel approach essential for success.

Australians are also planning their holiday shopping earlier. Last year, half of Australian consumers intended to start their shopping ahead of time, and 33% later wished they had begun even sooner. Additionally, 39% indicated plans to shop even earlier in the year, with searches for Black Friday deals starting as early as mid-to-late September.

With that in mind, let’s explore some of the best platforms for capturing consumers’ attention during the holiday shopping season.

Four Platforms to Advertise on for Black Friday

As mentioned, an omnichannel approach to Black Friday is key. To maximise your Black Friday campaigns, you’ll need to advertise on the right platforms. Here are some of the most effective channels for your 2024 campaigns:

1. Google Ads

Google remains the leader in search. Running a well-targeted Google Ads campaign can drive significant traffic during Black Friday. Utilise Google Shopping ads to showcase product images, pricing, and ratings directly on search engine results, making it easier for shoppers to click and buy.

2. Facebook Ads and Instagram Ads

With Meta’s robust targeting options, Facebook and Instagram are ideal platforms for reaching specific audience segments. Use carousel ads to highlight multiple products or offers, and leverage Instagram Stories for time-sensitive deals.

3. TikTok Ads

If your target audience skews younger, TikTok is a must-use platform. Create engaging, short-form videos with popular trends or hashtags to increase visibility and participation. Partnering with influencers can also help you reach a larger audience, so explore this avenue well in advance.

4. Email Marketing

Don’t underestimate the power of email marketing for Black Friday. Email campaigns remain one of the most effective ways to engage your existing customer base. In fact, a 2023 survey by WooCommerce found that email marketing is the most important channel for e-commerce merchants during Black Friday. To drive conversions, create personalised, visually appealing emails with countdown timers and clear call-to-actions (CTAs).

Your Black Friday Action Plan — Creative Recommendations and Strategy

To make the most of Black Friday, you need a solid action plan with well-thought-out advertising strategies and creative assets that stand out in the crowded digital marketplace. Here’s a blueprint to help you maximise your returns:

1. Plan Your Ad Campaign Early

The key to gsuccess is planning early. Many major Australian brands begin advertising as early as November 14th, ten days before the big day. It’s important to enter your “planning” phase at least 30-90 days before Black Friday, analysing inventory, growing your social channels, and finalising email lists.

Build a timeline that includes pre-launch campaigns to generate excitement. Use teasers to get people hyped for the upcoming deals and start capturing email addresses through early sign-ups.

2. Focus on Your Best-Selling Products

Instead of discounting your entire range, promote your best-selling or most popular products. Highlighting products with the highest demand can generate a buzz and maximise the return on your advertising spend.

3. Develop Eye-Catching Ad Creatives

Your ad creatives should be bold and engaging to capture attention amidst the Black Friday clutter. Use urgency-based language such as “Limited-Time Offer” or “Exclusive Black Friday Deal” to trigger a fear of missing out (FOMO). Visually, opt for clean designs with bold typography, vibrant colours, and enticing product images that clearly showcase the value of your offer.

4. Leverage Video Marketing

Video ads can effectively showcase your products in action and capture attention faster than static images. Consider creating short, impactful videos that highlight your products’ benefits or feature customer testimonials to build trust.

5. Use Dynamic Product Ads

If you’re running an e-commerce store, consider using dynamic product ads, which automatically display relevant products to users based on their browsing behaviour. This level of personalisation can significantly improve conversion rates, especially when shoppers are actively searching for deals.

So, Is Black Friday Still Worth It? The Answer Is Yes.

Despite the challenges of increased competition and more cautious consumers, Black Friday remains a valuable opportunity for brands. With heightened consumer interest and the potential to capture early holiday shoppers, this event continues to draw substantial attention. However, success will hinge on a brand’s ability to adapt.

Black Friday is no longer just about offering steep discounts; it’s about reaching constumers early, engaging with them throughout their decision-making process, and staying top-of-mind through personalised marketing. With industries outside of retail also joining in, there’s more opportunity than ever to tap into broader consumer interest.

Hot Take On Black Friday 2024

Black Friday remains a valuable opportunity for brands that prioritise demand generation, personalisation, and consistent visibility across multiple touchpoints. Those that excel in these areas will see a strong return as they capitalise on consumer interest and shopping momentum throughout the peak season.

As consumer consideration increases during this competitive season, building your brand and staying top-of-mind is more crucial than ever to ensure success this peak season.

What about Cyber Monday?

Cyber Monday can be viewed as an extension of Black Friday, with many deals running throught the weekend and into Monday. While Black Friday traditionally focuses on brick-and-mortar sales, Cyber Monday offers a second chance to capture digital shoppers who may have missed earlier deals.

For businesses with strong e-commerce capabilities, Cyber Monday is a crucial extension of Black Friday, allowing them to reach even more consumers and maximise sales throughout the weekend.

Common Mistakes to Avoid with Black Friday Advertising

Even the best-intentioned Black Friday campaigns can miss the mark. And if you’re in the thick of developing your eye-catching ads, here are some common pitfalls to steer clear of:

1. Starting Too Late: Waiting until the last minute to roll out your campaign can leave you scrambling to create effective ads. Begin your preparations early to allow ample time for testing and optimising your ads before the big day.

2. Ignoring Mobile Optimisation: With mobile shopping on the rise, ensuring your ads and website are mobile-friendly is critical. A slow-loading site or an unresponsive landing page can quickly turn off potential customers, pushing them to consider competitors.

3. Offering Generic Discounts: Avoid blanket discounts across all products. Instead, tailor your deals to meet your audience’s wants. Spotlight your best-selling items or create bundle deals that give shoppers more value for their money.

4. Neglecting Retargeting: Many shoppers will visit your site but leave without purchasing. Use retargeting ads to remind them of their interests and offer personalised deals that can bring them back to complete their purchase.

Now, lets talk about the hidden costs of ignoring demand generation this Black Friday

Nearing the end of the year often signals one major event for business owners: Black Friday and Cyber Monday. And in 2024, holiday spending is expected to hit new highs. According to figures by EMARKETER, Black Friday in the U.S. alone is projected to generate $10 billion in sales.

As Black Friday approaches, businesses are fine-tuning their marketing strategies to capture the spending surge. However, there’s a critical aspect that often gets overlooked: demand generation. Overlooking demand generation during this highly competitive season could cost your business more than you think.

This blog explores why demand generation is crucial during Black Friday and how ignoring it can lead to missed opportunities, reduced sales, and long-term impact.

What Is Demand Generation — and Why Does It Matter for Black Friday?

Demand generation is the strategic process of creating awareness, interest, and desire for a product or service among potential customers. It’s about generating buzz, building anticipation, and ultimately driving sales.

In short, demand generation creates interest in your product before customers are ready to buy. This mid-funnel approach ensures you’re not just capturing demand, but also actively growing it, influencing consumers, and driving sales growth.

Black Friday’s competitive, deal-driven environment is the perfect time to leverage demand generation. By reaching consumers earlier and more effectively, you can avoid competing in the last-minute scramble when everyone else is offering similar promotions. Here’s a closer look at the value demand generation brings during Black Friday:

  • Increased competition — Sales really begin to heat up towards the end of the year, and it’s safe to say Black Friday is the spark that kicks off the fire. Black Friday is a highly competitive shopping season. To stand out from the crowd, you need to create a compelling narrative that captures attention and drives action.
  • Limited-time offers — Black Friday deals typically have a limited window of opportunity (typically over the weekend and into Cyber Monday). Demand generation can help create a sense of urgency, encouraging customers to make a purchase before the offer expires.
  • Customer loyalty — While many consumers already have their go-to brands for Black Friday, there’s still an opportunity to welcome fresh faces. A successful demand generation campaign can help build brand loyalty and encourage repeat business, even beyond the Black Friday season.

Consumer Behaviour Is Changing — So Should Your Strategy

From tighter budgets to shifting values, consumer shopping habits have changed. Today’s consumers don’t just stumble upon products and make snap decisions. Instead, they engage with multiple touchpoints, from streaming content to scrolling through social media, connecting and interacting across various platforms. This means they can discover your brand and make a purchase decision at any point in their journey.

Consumers are also more likely to choose brands that align with their values and beliefs, particularly those related to sustainability and social responsibility. Depending on your business, Black Friday presents the perfect opportunity to showcase your brand’s values to new audiences.

The power of word of mouth has evolved, too. Online reviews are only part of the equation.

Social media influences, especially on platforms like YouTube, Instagram, and TikTok, play a significant role in shaping purchasing decisions. Matter Communications reports that 69% of consumers trust influencers over information from brands themselves.

69% of consumers trust influencers

Moreover, modern consumers take their time. Research from a Google-commissioned Ipsos Consumer Continuous study shows that one in three shoppers is spending more time deliberating over purchases. Brands that don’t generate demand early in the process risk being left out of consideration entirely.

The Risk of Failing to Convert Early

Early conversion is critical for any marketing campaign’s success. When potential customers delay their purchases, it can lead to several negative outcomes, including:

  • Missed opportunities — Early conversions during Black Friday allow businesses capitalise on peak demand. Delays may result in missed sales opportunities.
  • Negative brand perception — A complicated or lengthy purchasing process can tarnish your brand’s reputation, making it harder to attract customers during future campaigns.

By understanding and adapting to what your consumers want during Black Friday, you can get ahead and ensure your brand is a top contender. In a hyper-competitive environment like Black Friday, even loyal customers may switch brands if they find a better deal. Nearly half (48%) of consumers are willing to switch brands for a better offer.

On the other hand, businesses that make it into a consumer’s consideration set are three times more likely to win the purchase. Demand generation can help you build this top-of-mind awareness, so if you’re not focusing on it, you may be losing ground to competitors who are.

The Ceiling Effect — Why Sales Alone Aren’t Enough

Every brand has a sales ceiling — a limit to how much demand they can meet at any given point. As your business grows, this ceiling becomes more noticeable, and simply converting existing demand won’t suffice. You’ll eventually need to generate new demand to sustain growth. This can include:

  • Expanding market reach — Targeting new customer segments or geographic regions.
  • Developing innovative products — Introducing new offerings that meet unmet customer needs.
  • Enhancing brand awareness — Increasing brand visibility and recognition through social media campaigns.
  • Building customer loyalty — Fostering strong relationships with existing customers through members-only discounts and rewards, early product access and more.

With Black Friday on the horizon, businesses need to prioritise demand generation. Neglecting it limits both immediate sales potential and long-term growth. Without fresh demand, your business will hit that ceiling sooner, restricting future opportunities.

By investing in demand generation early, businesses can break through the ceiling effect to create new demand and sustain growth, mitigate the risks of market saturation, build brand resilience and, most importantly, unlock new revenue streams.

The Power of Lookalike Audiences in Demand Generation

One of the most effective tools in demand generation is lookalike audiences, especially in Google campaigns. These custom audiences target users who share characteristics with your existing customers.

Unlike social media targeting based solely on interests, Google allows you to leverage custom intent data from search behaviours, enabling more precise targeting. By tapping into these signals, you can better understand your audience’s needs and tailor your ads to resonate with potential buyers at different stages of their purchase journey.

Google’s demand generation campaigns span its most immersive platforms — YouTube, Discover, and Gmail — using AI to deliver personalised content. This dynamic personalisation ensures your ads feel relevant and timely, increasing the likelihood of conversion.

Multiple Formats to Capture Attention

Social Streaming Platforms

Demand generation ads appear across YouTube, Discover, and Gmail in various sizes and formats, providing flexibility in how you present your brand. YouTube offers several options, such as YouTube Shorts, YouTube in-stream ads, and YouTube Feeds, all of which cater to different viewing preferences. Additionally, there are single-image ads, product carousels and product-specific formats, ensuring your content is engaging and visually appealing, no matter where your audience encounters it.

Picture this: a potential customer scrolling through their feed while watching soccer content or checking the latest news. A visually compelling ad with a clear call-to-action grabs their attention and encourages them to learn more about your product or service. The ability to engage consumers in these critical moments ensures that your brand remains relevant during the decision-making process.

Ignoring These Touchpoints Means Missing Key Moments

Your customers aren’t just looking for information — they’re searching for inspiration. Platforms like the Google App and Discover feed, native to all Android devices, are prime locations for consumers seeking ideas and exploring new products. Ignoring these touchpoints means missing opportunities to connect with shoppers when they’re most receptive, AKA during moments of exploration and decision-making.

By seamlessly integrating ads into the consumer’s feed during high-engagement periods like Black Friday, you capture attention in a meaningful way. That’s demand generation at work — ensuring your brand stays visible, relevant, and top of mind as consumers make purchasing decisions.

The Hidden Costs of Ignoring Demand Generation

Failing to invest in demand generation this Black Friday won’t just affect your immediate sales. The hidden costs extend far beyond the holiday weekend:

  • Missed opportunities — Without early engagement, your brand risks being excluded from consumers’ consideration, leading to lost sales. Consumers start researching well before major sales events like Black Friday, and if your brand isn’t visible early in this process, you may never make it onto their radar.
  • Increased competition — Without demand generation, you’re fighting for the same customers as everyone else. During high-traffic events like Black Friday, the cost of digital advertising increases, making it harder to stand out. By contrast, companies that have nurtured demand over time will have a loyal, engaged audience ready to convert, giving them a clear advantage.
  • Stunted growth — Without continuously generating new demand, your business will hit a ceiling, limiting both sales and market reach. While short-term gains are possible, growth stalls without a steady influx of new customers.

Your Marketing Options Beyond Demand Generation

As we’ve learnt, demand generation carries weight in your Black Friday preparations. However, it’s only one component of your overall strategy.

Beyond demand generation, it’s important for businesses to consider incorporating the following elements:

  • Email marketing — Keep your customers informed about your Black Friday offerings through regular updates, reminders, and countdowns to build anticipation.
  • Pay-per-click (PPC) advertising — Create targeted ads that appear at the top of search engine results pages. PPC advertising is highly effective in targeting users who have previously visited your website while capturing the attention of newcomers searching for your products.
  • Product feed optimisation — Ensure your product data is accurate, complete, and appealing to potential customers to boost visibility and increase sales.
  • Video ads — Create visual content as they tend to be more memorable, helping to increase brand awareness and recognition. Just keep in mind that attention spans are short, so keep your videos concise and to the point.

The Takeaway — Demand Generation as your Secret Weapon

Black Friday isn’t just about deals — it’s about strategically positioning your brand in front of the right audience at the right time. Demand generation plays a pivotal role in achieving this, helping your brand stand out, build anticipation, and ultimately drive sales.

This Black Friday don’t rely solely on performance marketing to close sales. Invest in demand generation to build a pipeline of engaged, interested customers that will fuel your business growth long after the holiday rush ends.

You may also want to review – From Browsers to Buyers: Using Product Feed Optimisation to Dominate Black Friday Sales

Let Online Marketing Gurus Guide You Beyond Black Friday

While Black Friday presents a valuable opportunity for businesses, a strategic digital marketing strategy is essential for driving results. Remember, your marketing efforts shouldn’t stop when Black Friday does. At Online Marketing Gurus, we specialise in creating impactful digital marketing campaigns that drive sustained growth beyond seasonal events like Black Friday.

Whether you need help with paid search / PPC campaigns and management, social media advertising or search engine optimisation / SEO, our team of digital marketing experts can guide you in reaching your marketing goals, no matter the season. Let’s discuss how we can elevate your digital marketing strategy. Learn more about our services at Online Marketing Gurus by getting in touch with us today!

About the Author

Danny Andrawes

Danny Andrawes, Chief Executive Officer of OMG, plays a pivotal role in shaping the agency's strategic direction. With nearly 20 years of experience, he progressed from Content Specialist and Digital SEO Specialist to CEO, leveraging his impressive background in SEO/SEM delivery, client acquisition and retention, and change management to enhance OMG's service offerings. Danny’s leadership emphasises client partnerships and the integration of cutting-edge tools to optimise digital campaigns, positioning OMG as a trusted partner for businesses worldwide.

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