Unlocking Black Friday and Cyber Monday success: Your essential checklist

Arguably the biggest and busiest shopping period, Black Friday is the time many e-commerce businesses make much of their annual profit in a single quarter. To ensure you're fully prepared to make the most of this year's biggest shopping event, we've put together a BFCM checklist just for you.

24 October 2023

Marketing & sales

  • Analyse your customer data
    This will help you discover who might respond best to earlier campaigns.
  • Create and finalise your sale messaging and visuals
    Think about how you want your campaigns to look and feel. Consider consistency.
  • Build your lists
    From email to SMS, use your chosen channels to offer exclusive, early access to sales.
  • Decide on the products and offers you want to promote.
    Consider what would resonate best with your target audience.
  • Start marketing at the right time
    Generally, the earlier, the better but it depends on the individual customer.
  • Have a cart abandonment plan
    Investigate what causes your customers to abandon their baskets and have a strategy that brings them back e.g. an SMS alert or a special discount code.
  • Tailor offers to individual customers
    Personalisation works! Know what makes your customers tick and tailor offers to suit their needs.
  • Analyse the marketing channels available to you
    Consider which marketing channels you want to use to reach customers.
  • Set up data analytics
    To continuously improve on your peak season strategy, use business intelligence software to better understand your customer behaviour.

Website experience

  • Optimise your website for search engines
    Learn what your customers are searching for and use that intel to maximise your visibility.
  • Check your website’s SSL
    Your website’s SSL certification should be valid and work well so you can offer customers a safe and secure shopping experience.
  • Ensure your CMS is on the latest version
    An up-to-date content management system helps to reduce the likelihood of glitches caused by bugs. 
  • Check for broken links and faulty pages
    404s can disrupt the customer experience so sweep your website for any broken links. 
  • Test your website navigation
    User experience can make or break your customer experience. So in addition to broken links, ensure your nav is user friendly.
  • Backup your website
    Make sure you’ve created a backup every time you make any changes to your website.
  • Test on different devices and browsers
    Optimise your website for various devices (e.g. mobile!) and browsers.
  • Ensure website can handle increase in traffic
    An influx of traffic can easily bring a website down if you’re not prepared for it. So, update your web hosting plan in advance.
  • Simplify the checkout process
    Make it easy for your customers to complete their purchases, whether that’s a clear ‘buy now’ button or a short checkout process – or both!

Customer service

  • Make it easy for customers to reach out
    If your customers require assistance, make it easy and convenient for them to find answers, whether that’s via a self-serve channel or a customer service rep.
  • Check your customer support channels are active
    Ensure that your main channels of contact e.g. email, social media, phone, text are ready for the potential influx of customer queries.
  • Ensure customer support teams are aware of the news
    Whatever you decide to run for peak trading season (eg promotions, sales, offers), make sure your support team is aware. 
  • Offer proactive customer support
    Chatbots and FAQ pages allow your customers to self-serve, lifting the pressure off your customer support team so they can focus on more complex cases.
  • Make it easy for your customer support team to get the info they need
    Whether it’s your return policy or T&Cs of a specific promotion, make it easy for your customer-facing teams to quickly and easily find the info they need.
  • Keep customers in the loop
    From order confirmations to delivery updates, keep your customers informed.

Order fulfillment 

  • Prepare your stock
    Avoid being short on stock and disappointing your customers when you stock up and can manage stock levels in real time.
  • Expand your courier network
    Reduce the likelihood of delays and backlog when you work with multiple couriers for peak trading season.
  • Ensure your fulfillment team know about your promotions
    Let your fulfillment team know what promotions are running, how long for and the T&Cs.
  • Ensure your returns policy is clear
    Reduce strain on your customer support team when your returns policy is clear and easy to find.
  • Have additional staff to handle returns
    Returns are inevitable. So, ensure you have enough staff to manage the influx of returns during this period.

Download the checklist here, or start your free trial with TextAnywhere today.

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