At the end of November we have Black Friday and Cyber Monday to look forward to.

This year, Black Friday is taking place on the 27th of November and Cyber Monday is taking place on Monday the 30th of November. Around the same time as most UK workers will be getting their last paycheck before Christmas.

These are traditionally key pre-Christmas shopping days in the UK calendar, but each year the start date for the Black Friday and Cyber Monday offers have been brought forward by retail giants all hoping to get in there first. This year looks to be the same with many retails stores gearing up with even earlier offers.

Is it going to be different this year?

Initial suspicions are that Black Friday and Cyber Monday are going to be very different this year, all thanks to Covid.

Typically, the increase in shopping on these dates is focused online. Last year saw online traffic 46% higher when compared with 2018. With restrictions on movement, social distancing and everything else that Coronavirus as impacted, it is expected that the bulk of Black Friday/Cyber Monday shopping will be online.

However, whilst more online shopping is expected this year there is no guarantee that sales will be higher. Given how much of an impact Coronavirus has had on individuals, our payslips and how it has even altered our mindset, sales this year overall could in fact be lower or at least the same as last year.

Uncertainty in our lives and our economy may cause many people to cut back this Christmas. Buying less ‘stuff’ for our loved ones and instead focusing on just spending time with one another. However, there is an argument that individuals will actually be spending more on gifts this Christmas as people won’t have spent as much money this year on days out, panto tickets, holidays abroad and even group meals out.

We also need to consider the impact of online shopping on our already stretched courier system. Will people be mindful about what they order? Will individuals be able to get products in time for Christmas?

At the moment there is no definite idea of what is going to happen with Black Friday and Cyber Monday, after all these events under the current circumstances is a new experience for us here in the UK. But what is clear is that we as businesses need to adapt and adapt quickly.

What can I do to make the most out of Black Friday and Cyber Monday this year?

There are several things you can do this year to ensure that you are ready for Black Friday and Cyber Monday, allowing you to be ready for whatever may happen.

  • Check your website and social media channels, ensure that they are up to date and that they are optimised for conversions.
  • Check your stock levels and ensure that you have what you need for your Christmas sales. If more stock is needed and you can order in advance then do so.
  • Take a look at what promotions would appeal to your audience and create a plan for how you are going to launch these promotions.
  • Invest in imagery and graphics, they are going to help you stand out from the crowd and showcase your brand in the best light.
  • Take a look at your existing audience on social email and email mailing list, consider how to communicate your plans to them and encourage repeat purchases.

And lastly, consider what you would do if your business faced being locked down by the UK Government to help control the virus, and what you might need to do should the courier service become overloaded this Christmas.

For example, could you sell virtual products? Could you sell gift vouchers to be redeemed after Christmas? Should the language you use and offers you promote encourage early orders to guarantee delivery for Christmas?

With a little planning and prep, you can make the most out of these events in the run-up to Christmas. Whilst it may be a little different this year, contingency plans will help to give you peace of mind in this uncertainty.

Should you need any assistance with your Black Friday and Cyber Monday marketing efforts then contact the team here at Digital Nachos.


All comments regarding Coronavirus (Covid-19) and restrictions on business operating in the UK are correct at the time the blog was posted. Please refer to current restrictions in your area to guide you in your response to Coronavirus.

Published: 12th Oct 2020

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