Black Friday Marketing: Why You Shouldn’t Skip Your Email Campaign
We'll show you which Black Friday stats are worth knowing about, and how you can use them to come up with ideas for newsletter campaigns that'll be a hit right away.
Black Friday has become a beloved tradition for many of us, marking the start of the holiday shopping season. For email marketers, this day is a great chance to get the word out, boost conversion rates, and sell more. A lot of current surveys and statistics clearly show that Black Friday isn’t just a trend—it’s a shopping event that’s here to stay, and it’s got a lot of potential for online stores and marketing teams.
We’ve put together a list of the most important findings for your Black Friday marketing campaign. We’ve also included specific tips to make it even more successful.
1. Black Friday’s the Biggest Day for Deals
Black Friday has firmly established itself in Germany, with 94 % awareness and almost 50 % purchase intent¹. 72 % of Germans have already taken part in the past. This is way more than Prime Day (52 %), Cyber Monday (33 %), or Singles’ Day (11 %)².
Tip for Your Black Friday Marketing:
Take advantage of the high level of buying interest and launch your campaign a few days or weeks in advance. For example, you could send an exclusive email campaign for “Black Week.”
The newsletter’s statistics show that Black Friday is very important. There are a lot of newsletters sent out in the weeks before Black Friday. The most popular month is November, including Black Friday. However, the number of emails sent already increases a lot in October and continues to increase until December.
Although this indicates that competition for your recipients’ attention is particularly high during this period, it also clearly demonstrates that well-planned marketing campaigns around Black Friday and Cyber Monday are worthwhile and signal the start of the Christmas shopping season. Those who come up with an eye-catching newsletter design, targeted communication and a convincing offer will be rewarded with a high conversion rate on Black Friday.
2. Who Shops on Black Friday – And When?
Black Friday deals are especially popular with young people between the ages of 16 and 34. But more older adults are also showing an increased interest³.
Two-thirds of customers buy directly on Black Friday, and 40 % buy in the days before. A significant proportion (27 %) of consumers still shop on the weekend after Black Friday⁴.
Tip for Your Black Friday Marketing:
Plan a campaign series containing:
- a pre-sale teaser (e. g. “For subscribers only – save now”),
- a main Black Friday offer,
- a last minute email “Extended until Sunday”.
Segment your recipient list. This will allow you to adapt content to different age groups and purchasing behavior.
3. Customer Behaviour: Steal or Strategy?
There are different approaches to online shopping: Some people make very targeted use of Black Friday offers (55 %), while others tend to buy spontaneously (39 %). 16 % of people deliberately save their purchases for Black Friday⁵.
Tipp fürs Black-Friday-Marketing:
Make your emails both informative and emotional:
- For planners: Early discount announcements, product overviews, and wish list features.
- For spontaneous buyers: A countdown timer, limited-edition offers (“Only 12 hours left”), and customized product suggestions based on past purchases.
4. Planned Purchases: More Than Just Small Deals
People frequently purchase brand-name products on Black Friday (Source: idealo, 2024). 27 % of buyers plan to spend €101-250, and 22 % plan to spend up to €500. Just 8 % are under €50⁶.
The data speaks for itself: consumers are eager to buy. The proof is in the numbers: in 2023, Germans spent a staggering €5.9 billion on Black Friday and Cyber Monday—a jump of over three times the 2016 figures of €1.7 billion¹.
Highlight a variety of products on Black Friday, not just the low-priced ones. High-priced items and product bundles can also be very popular. Exclusive VIP deals, limited bundles, or upgrade offers specifically appeal to affluent segments. Cross-selling is a proven strategy for generating additional sales. “Customers who bought X are also interested in Y.”
4. Reasons to Buy on Black Friday
Most shoppers have a clear plan in mind on Black Friday. 82 % use the opportunity to secure Christmas gifts at low prices at an early stage². For many, Black Friday is not only a day for deals, but also the starting signal for the Christmas shopping season.
Another 77 % specifically buy products they need anyway². The top three product categories on Black Friday are electronics (77 %), fashion (58 %) and sporting goods (40 %)⁷. This conscious consumer behaviour shows that customers are not simply looking for ‘any’ discounts, but for real price advantages on products that are relevant to them.
Use storytelling! Try using emotional subject lines like “Make your loved ones happy – at half price” or “Treat yourself – no guilt”. Personalized gift tips and “selected for you” content can help increase the click rate.
5. Online First: Where Customers Shop
Black Friday is digital. 58 % of consumers only shop online, while the remaining 36 % shop both online and offline. Just 7 % of consumers only shop in physical stores⁷.
Emails often serve as the first point of contact. That’s why you should optimize:
- Subject lines for higher open rates
- Loading speed of your landing pages
- Personalized content (e.g. recently viewed products)
If you operate a physical store in addition to an online shop, you can attract customers to your store with cleverly communicated ‘in-store only’ offers. Segment your recipient list by location to reach only those who are eligible for the local offer.
6. Trust and Fairness Just as Important as Offers
On top of the good deals (91%), customers also care about trust (95%) and fair delivery conditions (90%). Sustainability is also a key priority for 61% of consumers on Black Friday. ².
Be transparent about shipping options, return policies, and service promises. Make sure they’re clear and easy to find right from the start. Offering sustainable options, delivery that’s climate-neutral, or donation campaigns can create extra incentives.
Summary: Email Marketing Drives Sales on Black Friday
Black Friday has long been more than just one of many sales days in the marketing calendar. Increase your sales on Black Friday and build customer loyalty by knowing your target groups, planning content wisely, and working based on data.
Your To Dos for Successful Black Friday Marketing:
- Segment the target group according to age, behavior, and interests
- Get a timely start in November
- Mobile optimization of emails and landing pages
- Personalized product recommendations and gift tips for Christmas
- Offer clear USPs and transparent discounts and shipping information
- Automate reminders, shopping cart updates, and follow-up emails
Use Black Friday as a chance to really show off the deals you’ve got in your emails. Make your inbox the place to be for all your best sales!
You should also try out some of the less popular campaign days, like Singles’ Day. The competition isn’t too strong yet, so you can start the year-end sales with a small promotion to start.
Launch your most important campaign of the year
Boost your email marketing ROI on Black Friday and Cyber Monday with campaigns that inspire.
CleverReach offers everything you need for successful email marketing: intuitive features, inspiring tips and personalised service.
Sources:
- einzelhandel.de (2024)
- idealo (2024)
- mydealz.de (2019)
- blackweek.global (2020)
- Bitkom-Studie (2021)
- pwc.de (2024)
- blackfriday.de (2024)
