Holiday Black Friday Tips

Published on November 8th, 2013 | by Jill Bastian


Email Marketing Tips for Black Friday and Cyber Monday

A plethora of holidays and events are quickly approaching including Hanukkah, Thanksgiving, Black Friday and Cyber Monday. According to the National Retail Federation last year over 88 million people shopped on Black Friday, either in stores or online. Cyber Monday drew 129 million shoppers (including me!) to help kick off the holiday shopping season. And, folks weren’t just out shopping, savvy small business owners were sending emails–last year VerticalResponse had record setting email volume during these holidays.

Remember, as a small business, you have just as much opportunity to capitalize on these holidays as the big guys. Since millions of people already plan to shop the last weekend of November, you can leverage this to your benefit.

Here are a few email examples of how your small biz can get in on the big bucks:

1. If you feel you can’t compete with the big guys on Black Friday, why not start your sale early? Gift buyers are already shopping. In a study done by Deluxe, 42% of shoppers do their shopping before Black Friday/Cyber Monday! Take a nod from Mattel who recently ran a Cyber Monday sale in October to catch early bird shoppers.

Small Biz Email Marketing for Black Friday and Cyber Monday

2. The Marine Mammal Center sent an email that stood out because it was about being green for the holidays. Instead of driving to a store they suggest buying online and purchasing things that are better for the earth, including donating to your favorite charity. They’re still taking advantage of people wanting to shop, but adding their own twist.

Small Biz Email Marketing for Black Friday and Cyber Monday

3. Make up your own sale day and stand out from the crowd. Birdy Botanicals created their own shopping day after Black Friday/Cyber Monday called “Birdy-Smallbiz-MadeInUSA-Black-Cyber-Monday”! It’s a perfect example of being creative and standing out in the inbox. When you are able to surprise and delight subscribers, it can help engage and connect with them and make your business memorable.

Small Biz Email Marketing for Black Friday and Cyber Monday


In order to maximize the shopping frenzy, plan to send emails that remind your customers that your business is a fab resource for holiday shopping. You don’t have to open your doors at 5 AM to cash in on willing shoppers, just add your own spin and get the word out.

Visit our Everything Holiday page for more helpful holiday email marketing and social media tips!

What are you planning to do for Black Friday or Cyber Monday? Let us know in the comments!

© 2013 – 2015, Jill Bastian. All rights reserved.

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About the Author

Jill Bastian

Jill Bastian is a contributing author for VerticalResponse.

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