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Mastering the Black Friday Wave: A Merchant Guide to Success

Phuc Le
October 27, 2023

Black Friday has become an annual shopping phenomenon that sets the tone for the holiday shopping season. It's a time when retailers across the globe offer massive discounts, and consumers eagerly anticipate the best deals. As a merchant, tapping into this trend can significantly impact your business's success. In this guide, we will explore the Black Friday trend and provide you with valuable insights and strategies to help you succeed during this high-stakes shopping event.



Black Friday is an annual shopping event that typically occurs on the day after Thanksgiving in the United States, which is the fourth Thursday of November. It marks the beginning of the holiday shopping season. During Black Friday, retailers offer significant discounts, special promotions, and doorbuster deals on a wide range of products, attracting a large number of shoppers.

The name "Black Friday" is thought to have originated in the 1960s, referring to the idea that retailers would go "in the black" or turn a profit for the year thanks to the increased sales generated on that day. In recent years, Black Friday has evolved from a single day of sales to an entire weekend, including Small Business Saturday and Cyber Monday.

While Black Friday started in the United States, it has spread to many other countries, and it has become one of the most important shopping events of the year. Shoppers often line up outside stores in the early hours of the morning to take advantage of the best deals, and online shopping has also become a significant part of the event. It's a time when consumers can find discounts on everything from electronics and clothing to appliances and toys, making it a highly anticipated day for both shoppers and retailers.


Black Friday is a significant opportunity for merchants to boost sales and engage with their customers. By understanding the latest trends, you can make the most of this shopping extravaganza. Remember that the key to success is planning, a strong online presence, and a commitment to providing exceptional customer experiences.

1. Ecommerce Dominance:

The rise of e-commerce has been an ongoing trend, and Black Friday is no exception. According to the National Retail Federation, online shopping during the 2020 Black Friday weekend saw a 21.6% increase compared to the previous year. This trend is driven by the convenience of online shopping and has been further accelerated by the COVID-19 pandemic. Merchants must invest in their online presence, optimize websites for mobile users, and enhance the user experience to meet the growing demand for online shopping.

2. Early Sales:

Retailers have increasingly adopted the practice of starting Black Friday sales well before the actual day. This approach, known as "Black November," allows shoppers to take advantage of deals over an extended period. Data from Adobe Analytics in 2020 showed that the average discount offered by retailers increased by 27% in the week leading up to Black Friday, indicating the popularity of early sales.

3. Omni-channel Strategies:

Successful merchants are embracing an omni-channel approach, where online and offline shopping experiences are seamlessly integrated. Retailers are using technologies like augmented reality (AR) and virtual reality (VR) to enhance the customer experience. According to Deloitte's 2020 holiday retail survey, 69% of shoppers used an omni-channel shopping method during Black Friday, highlighting the importance of this trend.

4. Social Media Marketing:

Social media platforms play a critical role in building anticipation for Black Friday. Retailers use platforms like Instagram, Facebook, and Twitter to create buzz by teasing special deals, running contests, and collaborating with influencers. According to a 2020 study by Sprout Social, 41% of consumers follow brands on social media to stay informed about Black Friday deals.


5. Mobile Shopping:

Mobile shopping continues to grow, with a significant portion of Black Friday sales originating from smartphones and tablets. In 2020, mobile devices accounted for 40% of all online sales on Black Friday, according to Adobe Analytics. Merchants must ensure that their websites are mobile-friendly and responsive to capitalize on this trend.

6. Personalization:

Providing personalized shopping experiences is increasingly important. Data from Epsilon's 2020 Holiday Shopping Survey revealed that 80% of consumers are more likely to make a purchase when brands offer a personalized shopping experience. Utilizing customer data and AI-driven analytics can help merchants tailor deals and recommendations to individual shoppers.

7. Sustainability and Ethical Shopping:

Shoppers are becoming more conscious of sustainability and ethical business practices. According to a 2020 IBM Institute for Business Value study, 57% of consumers are willing to change their shopping habits to reduce their environmental impact. Merchants who can demonstrate a commitment to sustainability and ethical practices may attract more customers.

8. Free Shipping and Fast Delivery:

Expectations around shipping have evolved. Shoppers now expect competitive shipping options, including free shipping and fast delivery, even during Black Friday sales. According to a survey by NRF, in 2020, 71% of consumers expected free shipping on their orders. Retailers offering such options gain a competitive advantage.

9.  Customer Service:

Exceptional customer service is vital during the Black Friday shopping rush. A study by Zendesk found that 82% of customers have stopped doing business with a company because of a bad customer service experience. Ensuring you have adequate staffing and support to handle customer inquiries and concerns is paramount.

By staying attuned to these trends and leveraging data to make informed decisions, merchants can navigate the competitive landscape of Black Friday, meet the evolving expectations of consumers, and position themselves for success during this significant shopping event.


Collaborating with a fulfillment partner can greatly enhance your Black Friday success by ensuring that your orders are processed efficiently and your customers receive their purchases on time. Here are strategies for success when working with a fulfillment partner during the Black Friday event:


1. Capacity Planning:

Conduct a thorough analysis of your expected order volume during Black Friday, considering historical data and promotional efforts. Share this information with your fulfillment partner to help them allocate sufficient staff, storage space, and equipment to meet the anticipated demand. Collaboratively set order volume thresholds for communication and readiness.

2. Inventory Management:

Maintain transparent communication about your inventory levels and which products are expected to be the most popular during Black Friday. Sharing sales forecasts and product performance data can help your fulfillment partner allocate space and resources more efficiently, ensuring that high-demand items are readily available for order fulfillment.

3. Order Processing Efficiency:

Work closely with your fulfillment partner to streamline order processing. Share order volume estimates for specific timeframes during Black Friday, allowing them to plan staff shifts and resource allocation accordingly. Collaborate on optimizing picking, packing, and shipping processes, including automating repetitive tasks and minimizing potential bottlenecks.

4. Quality Control:

Provide detailed information about the specific quality control criteria you expect for each order. Share product attributes that require extra attention, such as fragile items or complex packaging. Collaboratively define and document quality control processes to prevent order errors and delays.

5. Scalability:

Share your historical Black Friday sales data and your growth projections. Discuss how you anticipate the order volume changing throughout the day and week. Ensure your fulfillment partner has a scalable plan in place, with provisions for temporary staffing, extended hours, and increased storage capacity to accommodate peak demand.

6. Returns Handling:

Share your return policy and the expected return rate during Black Friday. Collaborate with your fulfillment partner to establish an efficient returns processing procedure, ensuring returned items are inspected, restocked, or processed for refunds promptly. Discuss clear guidelines for dealing with damaged or unsellable returns.

7. Contingency Planning:

Communicate potential challenges or disruptions that could arise during Black Friday, such as website outages, shipping delays, or inventory shortages. Collaboratively develop contingency plans to address these scenarios, specifying roles and responsibilities for both your team and your fulfillment partner. Test these plans in advance to ensure everyone is prepared to respond effectively.

By implementing these strategies in collaboration with your fulfillment partner, you can ensure that your Black Friday operations run smoothly, customer orders are fulfilled accurately and promptly, and your business is positioned for success during this high-stakes shopping event.

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