10 ways for online businesses to prepare for Black Friday 2023

11 min read
Selina Bieber

Black Friday is a worldwide shopping phenomenon that began in the United States and has since extended to other countries.

It's a chance for entrepreneurs, and online business owners to promote their most popular products and make money online.

However, thanks to the Internet, it has subsequently grown into a worldwide phenomenon.

Therefore, as an online business owner, you have to prepare for black Friday and benefit from this day to the max!

When is Black Friday 2023?

Black Friday is on the fourth Friday of November. So, Black Friday 2023 will take place on Friday, November 24th.

However, since we are living in the e-commerce era, In fact, with an expected global population of 8 Billion people that’s about 27.6 percent of the world’s population shopping online.

It is also expected for discounts to begin a few days before, which will take place from November 20 to November 27, 2023.

Black Friday is followed by another commercial event, Cyber Monday, which will take place on November 27th this year.

This day was initially intended for online purchases, whereas Black Friday was originally about in-store purchases.

According to Black Friday Global, during Black Friday, an average Emirati buys 4.2 products.

Related articles: 9 email campaign ideas for Black Friday deals

Evolution of Black Friday Sales

Black Friday started as a tradition in the United States. It is an annual American shopping event associated with Thanksgiving where customers are presented with thousands of sales, deals, and discounts on almost all products and services.

Why should you Prepare your Online Business For Black Friday?

According to statistics, on Black Friday, shoppers are more likely to shop online than in real stores. with more people using mobile devices to complete purchases online.

  • Shoppers are more likely to shop online.
  • 240% to 380% increase in revenue.
  • 220% increase in website traffic.
  • Stock clearance.

1. Shoppers are more likely to shop online.

According to statistics, on Black Friday, shoppers are more likely to shop online than in real stores. with more people using mobile devices to complete purchases online.

2. 240% to 380% Revenue Increase.

eCommerce retailers reported up to 380% increase in revenue during the black Friday in previous years. This only means one thing, get on your store and start preparing.

You may take advantage of Black Friday by saving money on company purchases as well as increasing income from your own Black Friday promotions.

3. 220% Increase in Online Traffic.

Another clear indication of the value this holiday brings is online traffic. High traffic is a curse and a bliss.

4. Clean your stock.

stock black Friday boxes

As Black Friday approaches, small businesses can clean up their stock by moving excess inventory or seasonal products and setting them on sale.

This procedure helps small businesses in clearing out their products to leave space for in-demand items or new collections.

10 Ways for Online Businesses to Prepare for Black Friday 2023.

It is time to start preparing your strategy for Black Friday 2023. You don’t have much time left as it is just around the corner. Let’s get started.

  1. Start early.
  2. Prepare your website for traffic spike.
  3. Set up social media campaigns.
  4. Apply search engine optimization best practices (SEO).
  5. Prepare email marketing campaigns.
  6. Prepare PPC & Retargeting Campaigns
  7. Double down on your top marketing channels.
  8. Plan your inventory.
  9. Organize orders/fulfilment workflows.
  10. Choose items to discount.

Without further ado, let’s discuss them in depth:

(1) Start early.

As mentioned above, the Black Friday will take place on November the 24th this year. Meaning, we don’t have much time left. Start early to stay ahead of the competition which will also give you room to fix unexpected errors.

(2) Prepare your website for traffic spike.

According to Oberlo, the traffic on your website may increase by 220%. Set yourself and your website to high traffic with a reliable host with up to 99% uptime guaranteed from GoDaddy.

Trust your site to the world’s #1 web host.

How to prepare your website for Black Friday

  • Security.
  • Uptime.
  • Speed.
  • And, support.

If you are set on those fronts, you should feel safe to tick the traffic spike off and move on to the next step.

(3) Set up your social media campaigns.

blue red and green letters illustration

It is only natural to run social media campaigns during and leading up to the black Friday. You need to attract attention and no place is better than social media.

You can run a Facebook ad to expose your promotions to a wider audience and increase your chances of conversion.

(4) Apply search engine optimization best practices (SEO).

Nothing is better than getting customers without any direct cost, this is what SEO is for. Your first step is finding the right keywords.

You can read this guide for advanced eCommerce SEO tips.

(5) Prepare email marketing campaigns.

99% of email users check their email every day, some as much as 20 times a day! It’s often the first thing people do online; 58% of users check their email before they check out social media or the news. This only shows you how important email marketing is.

(6) Prepare PPC & Retargeting Campaigns.

PPC stands for Google’s pay per click and retargeting means ads aimed at customers who have shown interest in your product/service but did not take complete the transaction.

The GoDaddy e-store comes with designated fields for Facebook & Google’s tracking codes to make your marketing campaigns ignition easier.

(7) Double down on your top marketing channels.

two white wooden doors with grills

Here’s a little secret, all the analysis, tracking, and campaign reports are done for one specific reason. To learn what works and what does not, so we can do more of what works and optimize what does not.

In theory it sounds very easy, but the practical side is a little more complicated. Once you can read the reports and understand what they mean, you can begin increasing your website’s traffic and converting more leads into customers.

As we have said, there will be a lot of competition, a lot of ads online, a lot of sales, revenue, and online traffic. Which means lower customer attention span, that’s why you need to retarget customers who have shown interest and remind them of your products and services.

(8) Plan your inventory.

Imagine this, you spent so much time and effort on researching and developing the right product, then you got your funding, then created a beautiful website that highlights its features, you then created just the right marketing campaigns, you finally started getting orders but they were so many and you couldn’t handle the pressure and had to either lose revenue or increase your customers wait time leading to losing their trust. Nightmare, right?

Plan your inventory correctly so you do not face any issue.

(9) Organize orders/fulfilment workflows.

This represents all the steps between receiving the order and delivering the product to the customer.

From contacting the warehouse to protecting the products from any harm to handing them to the shipping company and providing the customer with a tracking number.

(10) Choose items to discount.


It is simple, customers shop on Black Friday because of the deals. The better your deals are, the higher your chances of increasing your revenue, here’s a few tips:

  • Make sure your finest discounts are prominently displayed on your website header the moment visitors arrive on your site.
  • Make sure the product description for your sale items is appealing and encourages potential buyers to purchase.
  • Setting a clear limited time for your sale helps in creating a sense of urgency for customers to purchase immediately.
  • Customers must trust your website if they are going to share their personal information like email addresses and credit cards. Therefore, make sure your website is secured with an SSL certificate.
  • Due to the huge demand during this time, shipping might take longer. Therefore, make sure to provide friendly customer service. You can add a clear call-to-action button in your top navigation menu, such as "Reach us" or "Contact Us,"

The Rise of Cyber Monday and its Relation to Black Friday

In recent years, the day after the traditional Black Friday, known as Cyber Monday, has gained significant traction. Originally coined to encourage people to do more online shopping, Cyber Monday has now become almost as significant as its predecessor. While Black Friday has its roots as the busiest shopping day following the day after Thanksgiving, marking the beginning of the Christmas shopping season, Cyber Monday focuses primarily on online deals. Major online retailers like Amazon and Microsoft often release exclusive Cyber Monday deals, especially on tech products like laptops, smartphones, and gadgets. For instance, best Black Friday deals on Apple iPhones or Samsung devices might extend or be revamped for Cyber Monday, making the entire weekend a massive sale event.

Leveraging Social Media for Black Friday Promotions

Social media platforms have become pivotal in promoting Black Friday deals in the holiday shopping season. Brands, from tech giants like Apple and Samsung to kitchen appliances and mattresses manufacturers, utilize platforms like Instagram and Facebook to tease upcoming deals and engage with potential customers. Last year, for instance, teasers for smart home products, gadgets, and even Xbox consoles were trending across various social media channels. Moreover, with the rise of influencer marketing, many brands collaborate with popular figures to showcase their best Black Friday deals, ensuring a wider reach. Given the shift towards online shopping, leveraging social media not only boosts sales but also enhances brand visibility during this crucial shopping day.

Post-Black Friday Strategies for Businesses

After the frenzy of Black Friday and the subsequent Cyber Monday, businesses need effective strategies to maintain momentum. The first day after these events can be crucial in analyzing consumer behavior. Many companies offer extended deals or introduce new ones, especially as the Christmas shopping season is just around the corner. For instance, products like Apple iPhones, laptops, or smart home devices that might not have sold out during Black Friday could be re-promoted. Amazon, in particular, has been known to extend some of its Prime Day deals. Additionally, the Small Business Saturday initiative encourages consumers to shop local, providing another opportunity for businesses to boost their retail sales. Engaging with customers, gathering feedback, and preparing for upcoming events like Christmas ensures businesses make the most of the post-Black Friday period.

Frequently asked questions FAQ:

It is only normal to have my questions and I will try to answer a few of them:

Is black Friday profitable for businesses?

Just like everything in life, it has pros and cons and it is up to you how to use it.

A lot of businesses report higher revenue during black Friday. However, higher revenue does not always mean higher profit. You must agree in advance with the shipping company you will use on the cost of using their services. You must know which products to promote and which not to.


  • If there is a high demand for your product and high competition then yes, you have to offer discounts on your product to stay in the market.
  • However, if your product is one of a kind and has a high demand then there is no need to offer discounts. You offer discounts to be competitive but if you are the only one in the market then stay put.
  • If you sell luxurious products you should not slash the prices too low, this will undermine your brand image and your current customers who have purchased products from you will feel like they overpaid.

What is Black Friday in UAE?

Black Friday in the UAE is a significant shopping event, similar to the global phenomenon. While it's traditionally an American event marking the start of the Christmas shopping season, the UAE has embraced it, offering vast discounts and deals, especially in online shopping platforms and major retail outlets.

Does Black Friday sale happen in Dubai?

Yes, Black Friday sales do happen in Dubai. The city, known for its vibrant retail scene, witnesses numerous deals and discounts in both online and offline stores, attracting shoppers from all over the region.

In 2020, online shoppers in the UAE planned to spend $400 on average on Black Friday.

How do you attract customers on Black Friday?

Here’s a list of what do to attract customers on Black Friday:

  • Get your online store is set and ready to your liking.
  • Offer discounts.
  • Set up marketing campaigns on social media.
  • And, be responsive to customers inquiries.

When should I start promoting for Black Friday?

Simply, as soon as possible. Starting early can set you apart from the competition and set you up for success.

It's time to stop hesitating and get your online business ready for the shopping season!

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