Falkon SMS: Black Friday Marketing Guide
- Yeswanth P
- 10 hours ago
- 12 min read
Let’s Start with a Story.
It’s the morning of Black Friday 2024. By 10 AM, shoppers across USA have already spent $5.3 billion online, and by the end of the day, that number rockets past $10.8 billion, making it the biggest single shopping day in US history (Adobe Analytics, 2024).
Now imagine this:
You’re a brand owner, your notifications are blowing up, and every “Order Confirmed” email feels like fireworks. That rush isn’t luck, it’s strategy.
And in 2025, the stakes are even higher. Analysts project that Black Friday online spending will surpass $12 billion, continuing an 11.5% CAGR since 2017.
So, how do the smartest Retail, SaaS, and B2B brands turn 48 hours into 12 months of momentum?
Let’s find out together.
Image source: https://statistics.blackfriday/
Understanding the Black Friday Consumer
To win Black Friday, we must first understand what drives the buyer. The psychology behind those “limited time” clicks is the real marketing gold.
Here are five behavioral forces that make Black Friday what it is:
Urgency + Scarcity
When you see a line that says, “Only 3 left” or “Offer ends in 2 hours,” what happens? Your heart skips a beat, right? You suddenly start thinking, “Wait, I might actually miss this.”
That’s exactly what your customers feel too. The moment there’s a countdown or a low stock alert, they shift from “just looking” to “I need this now.”
It’s not always about the discount, it’s about that tiny spark of urgency, that fear of missing out. The best brands don’t just drop deals, they build anticipation, make you feel like something exciting is happening and then deliver when it counts.
So, as you plan your Black Friday campaign, don’t just show a price slash, create that moment of “I can’t let this go.”
Price anchoring
Think about the last time you bought something on sale.
You probably saw two prices, one boldly crossed out, and the other shining in red:
“$79 → $49”
Instantly, your brain went, “Nice! I’m saving thirty bucks.”
That little comparison? That’s price anchoring at work.
Your customers do the same thing; they’re not just looking at the sale price; they’re comparing it to what they could have paid. The “regular price” becomes the hero that makes your discount look even more exciting.
So when you’re setting up your Black Friday deals, don’t hide the original price show it proudly. Let buyers see exactly how much they’re winning. That contrast between “was” and “now” is what makes the deal feel real.
Omnichannel browsing
Let’s be honest, none of us buy something the first time we see it anymore.
You spot a deal on your laptop, check reviews on your phone, maybe even open Instagram to see what others are saying before you hit “Buy.”
Your customers do the exact same thing. They jump between screens, compare prices, read comments, and then, when the moment feels right, they make the move.
That’s why your mobile experience isn’t just important, it’s everything. A slow page or a clunky checkout can lose the sale in seconds. You have to grab attention the very first time someone interacts with your brand, whether that’s on their phone, tablet, or laptop.
So, make it seamless. Fast, clean, and easy, because in a world where shoppers are just one tab away from a competitor, that first impression decides whether they stay or swipe away.
Social proof & FOMO
Ever noticed how you feel more confident buying something when you see “4.8 stars from 2,000+ reviews” or a line that says “300 people bought this in the last hour”?
That’s not a coincidence that’s social proof doing its magic.
Your customers trust other customers more than they trust your ads. Ratings, reviews, and real photos (UGC) make your product believable. They whisper, “Hey, this thing actually works.”
And when you add a little live indicator like “Only 2 left in stock” or “10 people are viewing this right now” boom, the FOMO kicks in. Suddenly, waiting feels risky. Shoppers start thinking, “If I don’t grab it now, someone else will.”
That mix of trust + urgency turns casual browsers into instant buyers.
Repeat customer potential
Black Friday pulls in everyone from the deal chasers to the first timers testing your brand. But here’s the catch: the real win isn’t the sale, it’s what happens after.
If your post purchase experience feels smooth, personal, and a little delightful fast delivery, easy returns, a “thank you” text you turn onetime shoppers into repeat customers.
Because loyalty doesn’t start at checkout… it starts the moment the order is placed.
Pro Tip Send a quick “thank you” or order update after checkout it’s a small touch that makes customers come back for more.
KPIs to track for a winning Black Friday Campaign
You’ve got your offers ready, your ads running, and the sales clock ticking, but how do you know it’s all working? That’s where KPIs (Key Performance Indicators) come in. Think of them as your Black Friday scoreboard, every number tells a story about how your campaign is performing.
Revenue
Revenue is simply the total money your business earns from sales, but on Black Friday, it carries extra weight.
With discounts flying and customers shopping. It’s easy to see big order numbers while your profits quietly shrink. Keeping a close eye on your total revenue. This ensures your promotions are actually driving growth, not just empty sales volume.
Average Order Value (AOV)
Think of AOV as the measure of how much customers spend every time they check out. The higher this number, the better your profits, even with discounts in play.
Black Friday is the perfect time to boost it through smart tactics like bundling products, suggesting add-ons, or offering free shipping above a certain amount. Every extra item in the cart makes your sale more rewarding.
New Customers
Black Friday isn’t just about rewarding your loyal fans, it’s the perfect opportunity to welcome new shoppers into your brand family. This KPI shows whether your deals are truly attracting fresh faces or just circulating among your existing audience. The more new customers you win now, the larger your base grows for future campaigns.
Repeat Rate
Getting that first sale is exciting, but when customers come back for more, that’s where real growth begins.
Tracking how many Black Friday shoppers return after their first purchase helps you measure loyalty and long-term potential. Turning one-time deal seekers into repeat buyers is what transforms a seasonal spike into steady, lasting revenue.
Return on ADs
Return on Ad Spend measures how much revenue you earn for every dollar spent on advertising. During Black Friday, when ad competition costs skyrockets, keeping ROAS healthy is crucial. It ensures your paid campaigns are driving real profits, not just clicks, so your discounts don’t turn.
Set the Right Goals for Your Business Stage
Your goals should fit where your brand currently stands. If you’re just starting out, focus on visibility and acquiring new customers. For growing brands, the aim should be maximizing order value and building loyalty through strong post sale engagement.
Established businesses, on the other hand, can focus on optimizing profit margins, scaling high performing channels, and deepening customer relationships. Aligning your goals with your business stage keeps your Black Friday strategy realistic, focused, and effective.
Awareness stage
At this stage, your main goal is to grab attention, expand your audience, and drive as much traffic as possible. Don’t stress too much about huge profits yet focus on getting your name out there.
KPIs like New Customers, ROIs, and overall Engagement matter most here, as they show whether your brand is reaching new eyes and converting curiosity into clicks and sales
Revenue Stage
If your brand already has a solid customer base, Black Friday is all about maximizing profits and encouraging repeat purchases.
Focus on KPIs like Average Order Value, Revenue, and Repeat Rate; they reveal how effectively you’re turning loyal shoppers into high value buyers and keeping your profit margins strong, even with discounts in play.
Do the Proper Inventory & Logistics Check
Fulfillment SLAs
Think of Fulfillment SLAs as the promises you make to your customers, how fast you’ll pack, ship, and deliver their orders. During Black Friday, everyone’s in a hurry, and patience runs thin.
If your delivery takes too long, that trust you worked so hard to build can vanish overnight.
Keep your promises, ship fast, and show your customers that your brand delivers, literally, even when the pressure’s on.
High Demand SKUs
You probably already know which products make people click “Buy Now” without thinking twice those are your high demand SKUs. These items are your stars during Black Friday. Keep an eye on them, stock up, and promote them hard.
Running out too soon means lost sales and disappointed customers, but managing demand smartly means you stay ahead of the rush and turn hype into real revenue.
Overlays
Think of overlays as your secret backup plan extra stock set aside just for peak moments. During Black Friday, when demand spikes faster than expected, this reserve can save you from that dreaded “Sold Out” message right when your ads are bringing in buyers.
Keeping overlays ready ensures your promotions keep running smoothly, and customers never leave your site disappointed.
Competitive Scan
Before you jump into this year’s Black Friday madness, take a quick look at what your competitors did last year. Which offers made noise? Which ones fizzled out? Studying their approach helps you plan smarter no guessing, just strategy.
Pro Tip: Use tools like Google Ads Library or Meta Ad Library to peek at your competitors’ ad creatives and messages it’s free and gives you real insights before you launch yours.
What to analyze from competitors
Winning Product Categories
Look at which product types your competitors sold the most were they convenience items people grab quickly, destination products that shoppers plan for, or occasional buys tied to gifting? Understanding this mix helps you decide what to push and what to pause. Promote the winners and skip the slow movers so every campaign dollar goes where it counts.
Pro Tip: Check last year’s bestsellers on Amazon or Shopify trending lists it’s a quick way to spot patterns in what shoppers are excited to buy again this season.
Price Points & Discount Levels
Take a close look at what price ranges and discount levels your competitors used did shoppers respond better to 30% off or 50% off? Finding that sweet spot helps you stay appealing without cutting too deep into your profits. Remember, the goal isn’t just to sell it’s to sell smart.
Promotion Formats
Take a moment to study the kinds of deals your competitors ran flash sales, product bundles, loyalty only discounts, or early access offers. This gives you a clear idea of what shoppers are already responding to.
But the real power? Using that insight to create something better and less predictable. Instead of copying the same playbook, you can refresh your approach with smarter, more exciting offer types that stand out in the Black Friday noise.
Customer Sentiment
Look at what customers said about your competitors last year their reviews, comments, and social media reactions. Did people love the fast delivery? Did they complain about cheap quality or slow support? This feedback is gold. It shows you exactly what to repeat, what to avoid, and where you can outperform without guessing.
Build Anticipation (Let’s Talk About How to Make Customers Excited Before Black Friday Even Starts)
Here’s the truth:
The Brands that crush Black Friday don’t wait until the sale day. They start warming people up early. Think of it like building hype for a big movie the trailer drops way before the premiere. Your sale should work the same way.
Let’s break it down, step by step.
Step 1: Create an Earlybird Landing Page
First things first,
Get a simple landing page up. Nothing fancy. Just enough to tease that something big is coming.
Ask people to drop their email, and definitely their phone number, so you can hit them with SMS updates. Because while inboxes get flooded during Black Friday, texts still get opened almost instantly.
Step 2: Start Teasing on Social
This is where the fun begins.
Start posting little hints:
a countdown
a blurred product image
a “VIP list opens soon” message
Anything that makes people think, “Okay… what’s going on here?”
Curiosity does half the work for you.
Step 3: Segment Your Audience Early
Everyone in your audience is different, so treat them that way.
You’ve got:
VIP customers who deserve early access
Cart abandoners who need a gentle nudge
Lapsed customers who need a reason to come back
Sending everyone the same message is like shouting into a crowd. Segmenting? That’s like speaking directly to each person.
Step 4: Warm Them Up Gently
Don’t sell yet, just build excitement.
Send a sneak peek.
Drop a hint via SMS.
Post a behind the scenes story.
Make them feel like they’re part of something special. By the time Black Friday hits, they should already be thinking, “I need to be ready for this.”
Step 5: Give VIPs Early Access
Right before your sale goes live, send your VIP list a private link.
Let them shop 24 hours early. It makes them feel valued and gives you a strong sales kickstart.
Execution
Staggered Offers & Real Time Optimization
Launch VIP early access deals first to reward loyal customers and secure strong initial revenue
Follow with a public launch across website, email, social media, and paid campaigns to maximize reach
End with last hour flash sales to capture impulse buyers and drive a final surge in orders
Monitor ad performance every hour to stay on top of fast changing demand and competition
Shift budget gradually toward top performing ads and channels to improve ROAS and reduce wasted spend
Pause or reduce investment in underperforming campaigns as quickly as possible
Maintain flexibility with daily or even hourly budget caps to make data driven adjustments throughout the sale
Post Black Friday
Post Purchase & Retention
The moment a customer completes their Black Friday checkout, the relationship doesn’t end it actually begins.
Think of it like this: They’ve just walked out of your store with a smile, and you catch up to them at the door with a genuine, “Hey, thank you. We appreciate you.” That first message warm, friendly, and personal sets the tone. And when you add a few thoughtful cross sell suggestions or a small loyalty reward, it feels less like a sale… and more like a relationship.
But after that initial wave of excitement settles, the real work starts. Now it’s about keeping them close.
Smart brands don’t stop at the first sale. They guide Black Friday shoppers into a long-term flow that builds loyalty and repeat purchases. It’s not about constant discounts; it’s about helpful product tips, relevant recommendations, and reminders that actually add value to their everyday life.
Then come the seasonal touch points, Your perfect moments to reconnect.
Cyber Monday?
That’s your chance to say, “Just in case you missed something… here’s an exclusive addon.”
Christmas?
Now you shift the story. “Here are thoughtful gifts and festive bundles your loved ones will appreciate.”
New Year?
A clean slate. “Let’s help you refresh, upgrade, or restock for the year ahead.”
By connecting each milestone like chapters in a journey, customers don’t feel marketed to they feel guided, supported, and remembered long after the Black Friday rush fades.
Key channels for 2025
Email is where you get to really talk to your customers. It’s the channel that lets you unfold the full story of your Black Friday offer the bundles, the bonuses, the fine print, all of it.
But remember, everyone is sending emails this week, so your message is fighting for attention in a very crowded room.
That’s why email works best for the big moments: announcing the sale, giving VIPs a head start, and reminding cart abandoners exactly what they’re leaving behind.
Paid Search
Paid search is where shoppers come already knowing what they want they’re typing your product name or hunting for deals in your category. You just have to show up at the right time.
Of course, Black Friday competition turns the ad auction into a battlefield, and costs shoot up.
So use search to capture intention, pull in warm traffic, and retarget the visitors who already showed interest. This is your “catch them while they’re looking” channel.
Social Media
Social is where customers go to discover, scroll, and get inspired. They might not be ready to buy the moment they see your post but you can plant the idea there.
The challenge? People are distracted, and direct conversions can be slower.
That’s why Black Friday social works best with exciting visuals: product demos, creator shoutouts, countdown posts, and those “something’s dropping at midnight…” teasers that make people stop scrolling for a second.
SMS
SMS is your instant line to the customer no algorithm, no inbox filters, no scrolling required.
A text message gets seen almost immediately, which is priceless during Black Friday. But you can only reach people who opted in, so your list may be smaller.
Use SMS for your biggest urgent moments: lastminute reminders, flash sale alerts, and exclusive codes. This is often the channel that pushes your final surge in sales.
OnSite (Popups, Banners, Sticky Bars)
Once a customer lands on your site, onsite messages help guide their journey a gentle nudge here, a reminder there.
If overdone, they can feel annoying. But when timed well, they work beautifully. Use them for the moments that matter:
A countdown when the sale is ending.
A banner showing a phone only discount.
A popup reminding shoppers their cart is still waiting.
These onsite touches can be the difference between a bounce and a checkout.
Ready to Scale Faster?
Discover proven strategies to increase conversions, attract new customers, and maximize revenue this Black Friday.
Frequently Asked Questions
What does it mean by the Black Friday marketing strategy?
A Black Friday marketing strategy is a planned approach to attract and convert shoppers during the holiday rush. It includes choosing discounts, creating VIP early access, running promotions, segmenting customers, managing ads, and ensuring inventory and messaging align to boost sales and long-term loyalty.
How do I prepare my business for Black Friday 2025?
Prepare by setting clear goals and KPIs, checking inventory and fulfillment capacity, and optimizing your website and checkout. Build early anticipation through email and SMS signups, teasers, and VIP lists. Ensure product listings, ads, and customer support are ready for high traffic and fast conversions.
When should I start Black Friday promotions?
Most brands start 6–8 weeks early to build awareness and collect email/SMS leads. VIP customers usually get early access 2–5 days before the sale. Public promotions typically roll out during Thanksgiving week and continue through Cyber Monday for maximum reach and conversions.
What channels drive the highest conversions during Black Friday?
SMS and email convert the highest because they reach customers instantly with strong intent. Retargeting ads on Meta and Google recover cart abandoners, while search, influencers, and affiliates bring new traffic. Onsite personalization and push notifications help turn visitors into fast buyers.
Is SMS effective for Black Friday campaigns?
Yes. SMS is one of the most effective Black Friday channels, with 95%+ open rates and instant visibility. It’s perfect for limited-stock alerts, price-drop reminders, and exclusive codes. Because it bypasses social algorithms, brands can deliver urgent offers directly when customers are ready to buy.
How can SaaS companies use Black Friday to increase ARR?
SaaS companies can boost ARR by offering discounted annual plans, free-month upgrades, or bundled features during Black Friday. Limited-time pricing pushes trial and monthly users to commit long-term. Targeting existing customers with loyalty-only upgrades also drives higher plan adoption and recurring revenue.
What is the Black Friday market?
The Black Friday market refers to the huge spike in shopping and consumer spending during Thanksgiving weekend. It’s now a global event where customers actively hunt for the year’s best deals, and brands use the surge to boost sales, launch products, and clear inventory.
Is the market closed on Black Friday?
No. The U.S. stock market is open on Black Friday, but it runs on a shortened schedule. Since it isn’t a federal holiday, most offices stay open, and retailers often extend hours to handle the surge in both in-store and online shoppers.