Despite the fact that the 2024 Black Friday still seems far away on the calendar, with a set date of November 29, commerce and digital marketing experts insist that the end of summer is the ideal time to start planning strategies. This event, which has proven to be crucial for businesses worldwide, continues to gain significance year after year, so brands must prepare in advance to optimize their results and avoid last-minute surprises.
A critical date for commerce
Black Friday has established itself as an event of enormous impact on companies’ annual balance sheets. According to a survey conducted by the Organization of Consumers and Users (OCU) in November 2023, 84% of consumers in Spain intended to make purchases on this day, representing a 9% increase compared to the previous year. This data highlights the growing importance of offers and promotions on this date for consumers, making Black Friday a must-attend event for many businesses.
Why start preparing now?
Although November may seem far off, starting Black Friday planning in advance offers multiple advantages. Preparing a solid strategy months in advance allows brands to better manage key aspects such as inventory, logistics, and online sales platforms. Below are some of the reasons why it’s beneficial to start now:
Inventory and logistics management: The risk of stockouts during Black Friday is high due to the volume of sales, so having a clear control of products and the supply chain is essential.
Competitive analysis: Studying what other brands have done in previous years, as well as current strategies, allows companies to adjust their campaigns and stand out in a highly competitive environment.
Internal coordination: Organizing work teams in advance to distribute tasks and roles ensures that everyone is prepared for the influx of orders and customer service expected in the weeks leading up to and during Black Friday.
Technical testing: Verifying that digital marketing platforms and websites are ready to handle high traffic volume is essential to avoid crashes and technical errors that could impact sales.
The importance of cloud infrastructure and hosting for Black Friday
A key part of ensuring success during Black Friday is having adequate cloud infrastructure and hosting services that can handle the high traffic of those days. During high-demand events like Black Friday, business websites often experience a significant increase in visitors, which can overload servers and cause downtime if not properly prepared.
Choosing a scalable hosting service, such as cloud solutions, allows companies to adapt to traffic needs flexibly and seamlessly. Additionally, cloud-based infrastructures offer benefits such as:
Immediate scalability: Allows for quick and efficient server resource increases as the number of visits grows, preventing system downtime and ensuring a smooth shopping experience.
Advanced security: Security is crucial during Black Friday. Having a robust cloud infrastructure with high security standards reduces the risk of cyberattacks or data theft during peak demand.
Performance optimization: Cloud solutions can improve website loading speed, a crucial factor during Black Friday to prevent users from leaving the site due to slowness.
Cloud usage also facilitates backup management and data recovery in case of failures, ensuring that companies can keep their online store operational even in unforeseen circumstances.
Having the right cloud infrastructure not only enhances the customer experience but also protects the business against any technical setbacks, allowing companies to focus on maximizing sales without worrying about technological issues.
Recommended marketing strategies
Black Friday is a date where digital marketing plays a crucial role in attracting new customers and retaining existing ones. Taking advantage of the lead time to launch campaigns from late summer can make a difference. Here are some key strategies:
Website optimization: Ensure the website can handle a significant increase in traffic is crucial. Additionally, designing specific landing pages for Black Friday and optimizing them with relevant keywords is recommended.
Social media and email marketing campaigns: Launching promotional campaigns on social media and via email well in advance helps keep the brand present in consumers’ minds and generate anticipation for the offers.
Remarketing and loyalty: Reconnecting with customers who have shown interest in products, for example, through abandoned carts or recent website visits, is an effective tactic to increase conversions on Black Friday.
Early offers: Sending exclusive promotions to regular customers or those who have already made purchases can build trust and ensure they return during Black Friday to take advantage of new deals.
Is Black Friday right for all brands?
Despite the growing popularity of Black Friday, not all brands are in the best position to participate in this event. Sectors such as luxury, for example, often struggle to fit with the aggressive discount dynamics that characterize this day. Additionally, for some companies, offering significant promotions can negatively impact profitability or image.
It is essential for each brand to evaluate whether participating in Black Friday makes economic and reputational sense. In cases where it is not advisable, there are alternatives. Brands can opt for continuous digital marketing strategies focused on communicating values, exclusivity, or competitive advantages, without entering the price war.
In summary, Black Friday 2024 presents a golden opportunity for many companies, but the key to maximizing its success lies in early planning. From inventory optimization to preparing online sales platforms and cloud infrastructure, every detail matters. For brands, starting to get organized now is the best way to avoid setbacks and ensure that this event translates into sales and a positive impact on their annual balance sheet.