Origins and evolution of Black Friday
Black Friday, known as ‘Black Friday’, was born in the United States in the 60s and has managed to consolidate in many countries around the world, including Spain, where it has not only come to stay, but has become an increasingly significant consumer phenomenon that serves to attract a new audience to your business.
In the case of Spain, the phenomenon arrived in the mid-2010s, first through online shops and, over time, it spread to physical shops. The curious thing about this milestone is that it has managed to transform the shopping behaviour of consumers, who not only look forward to the discounts on this day, but even anticipate Christmas shopping as a way to save money.
Why is Black Friday crucial to your e-commerce strategy?
In recent years, Black Friday has gained increasing relevance in Spain, driven by the rise of e-commerce. According to Statista, in 2023, 87% of Black Friday sales in Spain were made through online channels, demonstrating the significant shift in consumer behaviour towards e-commerce. In addition, the report by the Spanish Chamber of Commerce indicates that the volume of Black Friday sales in 2023 reached €2.5 billion, an increase of 7% over the previous year.
The convenience of online shopping, the possibility of comparing prices easily and home delivery have led consumers to prefer this channel to the crowds in physical shops. However, many companies have also opted for a combination of both channels, allowing users to buy online and collect in-store (click & collect), which enhances the shopping experience.
How to prepare your online shop for the peak season
For e-commerce businesses, Black Friday represents an opportunity to attract new customers, increase brand visibility and, of course, increase sales. Therefore, it is very important to prepare your online shop:
Optimise your site and improve the user experience (UX).
One of the main challenges of Black Friday is managing the high demand and increased traffic that websites experience. Make sure your platform is optimised to handle a significant increase in traffic.
- Speed: Conduct performance tests to ensure your website runs smoothly, even during peak hours. According to Google, 53% of users abandon a website if it takes more than three seconds to load.
- “Mobile first: Make sure your online shop is fully responsive, as a large proportion of purchases are made on mobile devices.
Define an attractive pricing strategy
Black Friday offers must be irresistible and impulsive. Consumers must perceive that they are getting real value. In addition, you can offer additional incentives such as free shipping or discounts for high ticket purchases.
- Exclusive discounts: Reward your most loyal and active customers with percentage discounts for subscribing to the newsletter or exclusive early access to offers.
- Limited-time offers: Limited-time offers create a sense of urgency, which can accelerate the purchase decision.
Prepare your inventory and logistics
The high demand on Black Friday puts a strain on both catalogue extension and logistics as large volumes of orders are generated. Therefore, it is very important to ensure that you have sufficient stock of the most popular products and that you have a system in place for efficient order management.
- Real-time stock control: Implement an inventory control tool that allows for instant updates on product availability.
- Efficient logistics: Offer fast and efficient delivery options, as today’s consumers place a high value on speed of delivery.
Exploit all your channels
Digital marketing is the key to driving traffic to your online shop during Black Friday. According to Google, 52% of consumers conduct online research before making a purchase, which makes remarketing ads very effective.
- Digital advertising: Use Google Ads, Meta Ads and programmatic advertising to reach more consumers. In addition, implement remarketing on channels such as affiliation and comparison shopping to attract users who abandoned their shopping cart.
- Email marketing: Send personalised and exclusive offers to your database to incentivise early purchases.
- SEO and organic traffic: Optimise your site to ensure a good ranking in search results and improve organic traffic.
Consumer trends on Black Friday
Spanish consumers are becoming more informed and aware of shopping trends, and Black Friday reflects some key changes:
Anticipation of offers
Increasingly, Spanish consumers are not waiting for the official Friday to take advantage of deals. According to Elogia’s report, 50% of consumers started their shopping before Black Friday in 2023, resulting in a Black Friday week. Brands that launch their deals earlier manage to capture shoppers looking for promotions earlier.
Increased awareness of sustainability
Although Black Friday is still a mass consumer event, consumers are increasingly interested in sustainable practices. According to Kantar, 56% of consumers in Spain prefer to buy from brands that promote sustainability. Some companies have taken advantage of this trend by offering eco-friendly products or promoting recycling campaigns.
Electronics and fashion, the most in-demand sectors
Electronic products continue to be the most in demand on Black Friday. According to RetailMeNot, products such as smartphones, televisions, computers and consoles dominated sales in 2023, reaching 40% of sales. The report also highlights that fashion continues to be another sector of great interest, with discounts on clothing and footwear from major brands attracting thousands of shoppers.
The future of Black Friday in e-commerce
Based on the data, we see that Black Friday is here to stay, and in the context of e-commerce, it is expected to continue to evolve. Consumer behaviour will continue to shift towards greater personalisation, an omni-channel shopping experience and a greater focus on sustainability.
Black Friday is not only an opportunity to generate immediate sales, but also to build long-term customer loyalty. It is therefore essential to adapt to current trends and plan ahead to ensure your online shop is ready to make the most of this key date.
Black Friday 2024 is much more than just a discount day. It is a strategic opportunity to increase your sales, improve your visibility in the market and, above all, build a loyal customer base. If you have an optimised platform, a solid digital marketing strategy and
