10 digital Black Friday Marketing tactics we already know customers love
Black Friday, the biggest shopping weekend of the year, has gone digital.
Our latest Black Friday Ecommerce in Europe report confirms it: in 2023, on the holiday weekend and even on Black Friday itself—the biggest in-person shopping day of the year—most consumers bought online.
51% of European shoppers went online to take advantage of sweeping discounts compared to just 26% who only shopped in person.
Lines outside brick-and-mortar stores on Black Friday are increasingly rare. In 2023, even though a record number of people planned to shop, people didn’t line up outside big box retailers at 6 a.m. like they used to.
What does this shift mean for marketers?
It means that even for omnichannel brands, digital holiday strategy matters. A lot. In this guide, we break down how to get it right, sharing best practices and buzzy Black Friday tactics recommended by in-house marketers, consultants, and agency pros.
1. Providing early access (or an extra discount) to VIPs
It’s not uncommon for brands to reward their most loyal customers with early discounts and special offers during Black Friday—but The Couture Club went one step further. They sent out an early bird email to their best customers giving them access to a password-protected Black Friday discount.
It worked as a natural extension of the club’s loyalty programme, which promotes exclusive experiences. Loyal shoppers could access the store for three hours before the password protection was removed for the general public.
Time-bound access like this makes customers feel appreciated and creates a sense of urgency. It also led to a 325% increase in email revenue for The Couture Club during BF season—not too shabby.