Black Friday is nearly here, and the countdown has begun. It is the biggest shopping event of the year and a golden opportunity for brands to boost sales, reach new customers and kick-start the festive season. If you are a retailer or run an e-commerce business, this is not a date you want to miss.
In this guide, we look at how Black Friday grew into a global retail moment, then share five practical tips to help you prepare, stand out and make the most of the rush.
The Rise of Black Friday and Cyber Monday
Black Friday began in the United States in the 1960s and traditionally takes place on the Friday after Thanksgiving. The idea first appeared in 1924, when Macy’s held a parade to mark the start of the Christmas shopping season. The day later evolved into a nationwide retail event where shoppers hunt for bargains and businesses offer some of their strongest discounts of the year.
Today, Black Friday is firmly global. Shoppers in Europe, including the UK, now look forward to it just as much as American consumers. You will see the same queues outside shops, the same rush online and the same excitement around retail deals and promotions.
From One Day to a Full Shopping Season
Black Friday no longer lasts just one day. The event has expanded into:
• Black Week
• Cyber Monday
• Black November in many cases
This extended calendar means you have a longer window to capture attention, spread out your promotions and avoid putting all your efforts into just 24 hours. It also allows customers to shop at their own pace rather than feeling pressured by a single day of deals.
What to Expect in 2025: AI and Smarter Shoppers
A key trend to watch this year is the role of artificial intelligence in shaping shopping behaviour. AI-powered search, smarter recommendation engines and virtual shopping assistants make it easier for customers to find exactly what they want, faster.
In practice this means:
• Visitors arriving on your site will already be well-informed
• They are more likely to be ready to buy
• Overall traffic may be lower, but conversion rates could rise
The takeaway: focus on quality traffic and a smooth path to purchase.
5 Tips to Prepare for Black Friday
1. Set Clear Goals
Before launching your Black Friday promotions, take time to define what you want to achieve. Are you aiming to:
• Clear seasonal stock?
• Boost end-of-year revenue?
• Introduce new customers to your brand?
Decide which products to push and build offers that align with your goals. Look at past performance, customer interests and current trends to guide your decisions.
2. Plan Your Marketing Early
Do not wait until the week before. Build anticipation in advance by using:
• Email newsletters
• SMS reminders
• Social media teasers
• Paid ads where relevant
Give your audience a reason to keep an eye on your brand. Share sneak peeks, countdowns and exclusive preview offers to spark interest.
3. Prepare Your Website
Your website must be fast, reliable and able to cope with increased traffic. Test:
• Loading speed
• Checkout process
• Payment systems
• Navigation and product pages
A smooth user experience can make the difference between a sale and an abandoned basket.
4. Update Product Descriptions
Clear and informative product descriptions build trust and help shoppers make confident decisions. Include details such as:
• Size and measurements
• Materials and colours
• Key features and benefits
Support this with strong product imagery. The easier you make it for shoppers, the more likely they are to convert.
5. Offer Click and Collect Where Possible
Click and Collect combines the convenience of online browsing with in-store pickup. It reduces delivery stress for shoppers and brings more people into your shop, giving you extra upselling opportunities.
Supporting Local Businesses on Black Friday
Black Friday does not have to be only about big retailers. It can also be a great opportunity to support small businesses and independent shops. Shoppers increasingly value local brands, unique products and a more responsible approach to purchasing.
Highlight what makes your brand special, whether it is craftsmanship, sustainability, local partnerships or personalised customer service.
Final Thoughts
Black Friday and Cyber Monday remain key moments for brands of all sizes. With the right planning, clear communication and a strong digital experience, you can maximise sales and start the festive season on the right foot.
Stay flexible, keep an eye on emerging trends and approach the period strategically. Done well, Black Friday is a chance to build long-term relationships with new customers.