- Technical groundwork – the solid base for success
- Marketing strategy – well-planned campaign and clear communication
- What else should you keep in mind?
- Summary
November is a key month for the e-commerce industry, with two of the biggest shopping events of the year – Black Friday (November 28) and Cyber Monday (December 1). For customers, it’s a time full of great deals, and for online stores – a huge opportunity to boost sales and increase revenue.
Importantly, the shopping season starts as early as October and lasts until December, making the entire last quarter of the year a period of high shopping activity.
To make the most of this potential, stores should ensure proper marketing, technical, and logistics preparation, as well as a well-coordinated team. In the next part of the article, we’ll discuss the most important steps to get ready for this busy season.
Technical groundwork – the solid base for success
Even the best promotion won’t bring results if your website goes down or orders aren’t delivered on time. Therefore, one of the very first steps in preparing for the final quarter should be to ensure that your IT infrastructure is both stable and reliable.
Efficient server
During Black Friday, traffic in your online store can increase several times over. If you’re using shared hosting, it’s worth moving to a dedicated server or cloud solution like AWS, Google Cloud, or Microsoft Azure. Use horizontal scaling (adding more servers instead of upgrading one) and load balancing to distribute traffic evenly. This ensures your store runs smoothly and quickly even during peak traffic.
Website speed and optimized UX/UI
Page load time is crucial for conversion – every extra second can mean losing a customer. Compress your code (HTML, CSS, JavaScript), optimize images, and remove unnecessary plugins that slow the site down. Tools like GTmetrix can help analyze performance and identify areas for improvement.
Mobile users now make up a large share of online shoppers, so your site must be responsive, intuitive, and mobile-friendly, allowing for fast one-click payments. A well-designed mobile UX/UI directly improves your conversion rate.
Payment and delivery methods
Customers value speed and flexibility. Offer various payment options – from cards and BLIK to buy now, pay later solutions like PayPo or Klarna, and installment payments. Provide multiple delivery options (courier, parcel lockers, in-store pickup) and clearly communicate delivery times. Transparency and convenience are key factors in the buying decision.
Security and uptime
Cybersecurity is critical during peak sales periods. Regularly update your software, use firewalls, IDS/IPS systems, and anti-DDoS protection to prevent overload and data loss. Create and test emergency procedures – every hour of downtime during Black Friday can cause serious financial and reputational losses.
Backups – your safety net
Always have recent backups of your store’s database and files, ideally stored in multiple locations (e.g., cloud + local drive). Set up automated daily or weekly backups – they can save your business in case of a crash, failed update, or cyberattack. A stable, secure store is the foundation of a successful sales season.
Marketing strategy – well-planned campaign and clear communication
A successful Black Friday or Cyber Monday campaign starts with a clear strategy. Define your goals – whether it’s boosting sales, gaining new customers, or clearing stock. Analyze past data to identify peak sales periods and top-performing products. Use tools like Google Trends to spot current shopping trends and tailor your offer to customer needs. A well-thought-out marketing plan combined with consistent communication can make this sales season your best yet.
Hero section
The hero section – the area visible right after entering the website – should be carefully adjusted for the campaign period. Make sure it highlights current promotions and seasonal offers. A bold banner with a clear call to action (CTA) and a reference to the shopping season (e.g., “Black Week – only until Sunday!”) shows that your store is active and up to date. During the campaign, update banners and graphics regularly to keep them engaging. You can also use pop-ups to promote newsletter sign-ups or inform customers about ongoing discounts.
FOMO
The FOMO (Fear of Missing Out) strategy works perfectly in sales psychology. Add countdown timers showing how long promotions last or messages about limited stock availability. This creates a sense of urgency and encourages faster purchasing decisions, which helps increase conversions.
Products and bestsellers
When planning your offer, use sales data from previous years and focus on products that generated the most interest – find your bestsellers. Adjust product names and descriptions to reflect the season; during the holidays, customers often search for items with “Christmas” in the title. Create product bundles and suggest complementary products to increase the average order value.
Promotions and discounts
An effective campaign relies on real, transparent discounts. Customers can easily spot fake promotions, so focus on authenticity and building trust. Keep a balance between attractive pricing and profitability – discounts should benefit both the customer and your business.
Also, remember to comply with the Omnibus Directive – display the lowest price from the last 30 days, clearly communicate promotion rules, and show the difference between the old and new prices.
You can also offer free shipping or a delivery discount for orders above a certain amount – this often helps finalize a purchase.
Communication and advertising
Email marketing plays a key role in effective communication. Plan a series of messages: a campaign teaser, the launch announcement, and a final “last call” reminder before the promotion ends.
Promote your campaign on social media, encouraging newsletter sign-ups to build a base of loyal customers. Use paid ads such as Google Ads and Meta Ads (Facebook, Instagram), launching them about three weeks before the campaign starts and intensifying efforts during the key sales days.
Don’t forget about organic marketing – regular posts, stories, and authentic communication help maintain engagement and support sales.
AI – support for planning and automation
Use artificial intelligence to make your campaign more effective. AI tools can help you create videos, graphics, product descriptions, posts, and ad content.
You can also implement chatbots to improve customer service and reduce response time. However, always give users an easy option to reach a real consultant – this prevents frustration and ensures a positive shopping experience.
What else should you keep in mind?
Strong marketing and reliable IT infrastructure are a big step toward success, but logistics is just as important. Make sure your warehouse operations, packaging process, and delivery partners are ready for increased demand. Efficient logistics mean faster order fulfillment, fewer errors, and greater customer satisfaction – all key to making the most of the holiday shopping season.
Logistics
- Check your stock levels.
Make sure you have enough of your bestsellers – more than you think you’ll need. During peak sales, running out of popular products is one of the most common reasons for losing customers. Identify priority items and keep their availability updated in your online store.
- Set shipping priorities.
Customers value fast delivery and clear communication. If you expect delays or limited stock, inform them early – transparency builds trust and prevents frustration.
- Cooperate with couriers.
In November, courier companies operate at full capacity, so notify them in advance about your expected increase in shipments. In some cases, you may need to reserve delivery capacity. It’s also wise to diversify your logistics partners to avoid delays if one carrier becomes overloaded.
- Keep your team ready.
Prepare your staff for higher order volume and more customer inquiries. Make sure the customer service and warehouse teams know their roles during this busy time. Consider temporary support, extended hours, or weekend shifts to ensure all orders are fulfilled on time.
Summary
Black Friday and Cyber Monday are not the beginning but rather the peak of the shopping season. In fact, the biggest sales successes come from stores that plan strategically and well in advance for the entire fourth quarter. Ultimately, the key lies in thorough preparation – starting with a strong marketing strategy and consistent communication, followed by reliable technical infrastructure and cybersecurity, and finally leading to efficient logistics and a well-prepared team.
