Black Friday is a period of intense trading promotions, when most companies try to attract the attention of buyers and increase sales by offering favorable conditions for purchases.

Black Friday originates from the USA. Traditionally, this is the last Friday in November, which comes after Thanksgiving Day. Black Friday is considered the official beginning of the Christmas and New Year shopping season, not only in the United States, but in many other countries.

In 2023, Ukraine and the whole world begin the sales season on the last Friday of the month - November 24. Some companies, as before, are extending promotions until Cyber ​​Monday, which comes after Black Friday.

In this article we will tell about marketing tools for discounts built into our online stores. And how they help their owners make the most of Black Friday.

Tools for discounts

Not long ago Black Friday was associated with a crowd of shoppers, who indiscriminately sweep all goods with Sale price tags off store shelves. And victory in this battle for goods sold on sale was sometimes elusive.

But thanks to the growth of e-commerce and the enormous popularity of online stores, getting significant discounts on any goods and services has become easier, more convenient and more reliable.

Online stores created by the Glyanec web studio help businesses get the maximum from sales. Especially during Black Friday. Our clients have the opportunity to use discount options, built into the store:

1. Promotions and discounts
2. Promo codes
3. Timer

Let's take a closer look at the benefits of each of these marketing tools.

Promotions and discounts

Discounts encourage consumers to make a purchase because it is associated with a better price. Carrying out promotions allows you to increase sales volume and average check. And regular Providing discounts or participating in loyalty programs helps to create a positive perception of the brand among customers and make them regular customers. 

Promo codes

Promotional codes are an effective tool for attracting new customers and stimulating repeat purchases.

They create benefits for both parties:

• users get discounts, free shipping, gifts or other bonuses that make their purchases more profitable;
• for business This an effective marketing strategy that helps promote products and attract the attention of new customers, as well as collect analytics about the consumer habits of the audience.
   

Cashback (different types)

• Direct cashback

This is a system through which the buyer receives a return of a certain percentage of the cost of his purchases in the form of a cash bonus or credit to his account. Customers can receive cashback without complicated conditions or restrictions, which is a good incentive for purchases. Understanding that a percentage of the purchase price will be returned in the form of a cash bonus increases customers' motivation to make a purchase. 

• Evening from the order amount

This form of cashback stimulates average check growth and allows the consumer to realize greater savings from significant costs. The greater the purchase amount, the greater the cashback. This option cashback can increase average purchase size by motivating shoppers to add more items to their cart.

Free shipping: you year instead of discounts

If a business is not ready to sell goods at a significant discount, it can offer customers another option for material benefits. For example, free additional services. Or delivery of the purchase at the expense of the seller. Let's look at some statistics to support this thesis.

Current Jungle Scout research has shown:

• 80% of consumers expect free shipping at least on orders over a certain amount;
• 66% expect such a service by default.
   

Benefits of free delivery

As part of a Black Friday promotion, free shipping can help businesses:

Залучити більше покупців. Під час Чорної п'ятниці багато людей активно шукає знижки та переваги).

• Attract more buyers. During Black Friday, many shoppers are actively looking for discounts and deals.
• Increase the average purchase price. With free shipping, customers can add additional items to their order.
• Reduce the number of lost orders. If shoppers know that shipping is free, they tend to shop more to ensure they don't miss out on savings.

As we see, in a competitive environment, offering free shipping can set a company apart from other market participants, contribute in attracting the attention of customers and increasing their level of loyalty to the brand.

However, companies should carefully consider the financial aspects of this option, since free shipping can be a large financial burden (especially if the costs of this are not taken into account when calculating prices).

Benefit Signaling Features

In anticipation of Black Friday, many users add products to their “Wish List” in advance in order to purchase them at a significant discount. An additional incentive to make a purchase can be a call to save on shipping, a countdown to the start of a big sale, etc.

• Filling the basket

A proven tool to draw attention to the benefits of free shipping is “getting closer” information. Owners of online stores can add a block to the cart that shows the buyer how many more goods they need to order in order to receive free delivery, and therefore benefit.

• Timer

With Black Friday approaching, shoppers are keeping an eye out for deals early. They often purposefully visit the pages of websites blackfriday.com, theblackfriday.com and other similar resources. To prevent your audience from missing out on a great offer, simply set a timer to count down the time until the promotion starts. This technique subconsciously sends a signal that you should hurry.
 

Black Friday as additional help for the army

Black Friday this is another opportunity to remind the audience about the patriotic position and social responsibility of your business. And also to motivate buyers to joint efforts aimed at bringing our common victory over the aggressor country closer.

We are confident that this year this approach to Black Friday will prevail in Ukrainian business. Thanks to this, we will be able to better support both our army and the Ukrainian economy at the same time.