Black Friday revenue reached a whopping $188.2 billion in 2020, and it remains the one day out of the year where businesses can readily expect an uptick in traffic, whether that be on your site or right through your store doors.

Black Friday marketing helps you convert that traffic into sales spiked higher than your dad’s cholesterol levels after a finger-licking Thanksgiving dinner. 

About 30% of all retail shopping occurs between Black Friday and Christmas, and a huge chunk of those purchases occur in the stretch between Thanksgiving and Christmas. Customer carts are primed and ready, but what about your business’ marketing strategy? 

The clock is ticking, but you’d be surprised how many effective ideas you can muster up — even at the last minute —so you can get back to shipping out orders, taking inventory, and cooking up Thanksgiving dinner with the family. Let’s jumpstart your Black Friday marketing right now.

How can Black Friday marketing help my small business?

While most everyone knows about Black Friday discounts at big stores like Best Buy and Target, your target audience might not remember to check for sales at their favorite small businesses. 

(P.S.Don’t forget about Black Friday’s cool cousin, Small Business Saturday.)

Seasonal marketing is the perfect way to let your customers know what they’re missing out on by limiting their Black Friday exploits to bigger brands. 

You won’t be the only one posting about it, either. Black Friday’s always been a hot topic on social media, but 2020 saw an increase of 175% in total Black Friday messages and a 968.5% increase in engagement from the year prior.

Watch out, though. If your small business can’t handle the sudden influx of orders, you might not want to go all out with your Black Friday marketing strategy due to the increase in shipping costs. And if your brand is big on sustainability, you might want to adjust your messaging to support mindful consumerism this holiday season. 

Here are 10 ideas to help you jump on the Black Friday marketing bandwagon before and after the big day.

Black Friday ideas when you’re 3 days out

1. Add a video hero to your website

Try updating your website landing page with a video hero announcing your Black Friday-related deals and savings. This will show website visitors exactly what they can expect from you on Black Friday in the days leading up to the event. You might even entice customers to come back for a second purchase on the big day. 

2. If you’re not participating, tell your customers why

Not observing Black Friday as a small business? Consumers respect when small businesses live and operate authentically toward their values. Create a video explaining exactly why not. Maybe you’re being more sustainable, or maybe you have a little growing to do before you can manage big discounts and loads of orders. 

Whatever the case may be, your customers will appreciate hearing it from you. 

3. Toss out a sale extension video at the last minute

After a full day of watching friends and family get in on the Black Friday deals, you’re bound to have a few stragglers with major FOMO. You can prepare for this with a sale extension video posted right at the last minute. 

That way, you’ll keep everyone on their toes and still capture shoppers who were late to the party. 

Black Friday ideas when you’re 3 weeks out 

1. Build anticipation on social media 

Social media is the perfect place to tease upcoming sales, and Black Friday is no exception. You can get fancy with Instagram countdowns, post teaser videos that hint at upcoming sales, or post curated videos flaunting your next product drop. 

2. Try your hand at purpose-driven marketing 

Make your customers feel better about spending money on Black Friday when they relate to the company or brand’s purpose. Create a video announcement on social media outlining a specific cause your small business is passionate about and promising to donate a percentage of each Black Friday-Cyber Monday purchase to that cause. 

Bonus points if your cause is holiday-themed (gift or coat drive) or if it directly benefits your local community (like a local holiday food drive).

3. Create a “marketing advent calendar” 

With a little advanced planning, you can sprinkle some holiday spirit into your strategy with an advent marketing calendar. Each day from Thanksgiving to Christmas, post a new tidbit about your end-of-year deals or product launches. 

4. Prepare a gift guide video 

It’s prime time for holiday shopping, and gift guide videos simplify the gift hunting process for your customers. Create a gift guide featuring all your top products (especially the ones going on sale), or team up with other small businesses to create the ultimate local gift guide that drives sales for everyone. It’s best to prep this kind of content a few weeks in advance

5. Reward loyal customers 

Your ride-or-die loyal customers deserve an extra treat this holiday season. Try distributing some exclusive video content to your email list in the weeks leading up to Black Friday. Allowing viewers to unlock special deals and rewards will make your most devoted customers feel extra appreciated. 

Plus, adding video to your email blasts can increase your CTR by 200-300%, and 78% of marketers report an increase in ROI after using video. It’s the perfect addition to your Black Friday marketing repertoire. 

6. Offer discount codes that stand out 

Offer discount codes for your online store, but differentiate your emails from the rest. Your customers are facing an inbox flooded with Black Friday messaging. 

If you want to stand out from the crowd, you’ve got to include a unique hook. Including video will give your emails a fighting chance. 

It’ll also help to start early, before Black Friday messaging is all your customers are seeing. You can also try including attention-grabbing elements like GIFs, countdown timers, and in-email shopping functionality. 

7. Flex your Instagram muscles 

Rev up your social media plans with an Instagram video. The platform is really pushing video right now. They even combined IGTV with feed videos and implemented a new full-screen viewing function, just in time for you to post holiday marketing content. 

  • Post product videos, discount teasers, and Black Friday-themed Reels 
  • Engage with your community by responding religiously to comments and DMs. If you’re a few months away from the holiday rush, this is an excellent opportunity to bring on a community manager or social media manager to monitor your DMs. 
  • Go live and promise a special discount code for customers who stay until the end. This is another way to incentivize customer loyalty, plus, you can get creative with the content — think Q&As, get-ready-with-me videos, or partner up with other creatives for an intimate conversation 

8. Create a “marketing advent calendar” 

With a little advanced planning, you can sprinkle some holiday spirit into your strategy with an advent marketing calendar. 

The gist is simple: each day from Thanksgiving to Christmas, post a new tidbit about your end-of-year deals or product launches. 

Speed up your Black Friday marketing with ready-made templates

Getting the word out might seem impossible when you haven’t prepared your strategy way in advance. 

Luckily, you can speedily ramp up your Black Friday marketing tactics with these customizable Vimeo Create templates. 

Show off discounts on Instagram stories 

This template is perfect for an Instagram Story video. You can use it to share all your juicy Black Friday discounts with your Instagram audience. Plus, Instagram stories are easily shareable. Play your cards right, and customers will boost your reach by sending the video to their fellow bargain hunters. 

Plug your Black Friday sale in an email newsletter 

This video template is the perfect snippet for teasing Black Friday sales. Send it out in an email, or post it in a feed video and build anticipation in the comments. 

Extend your sale 

This template is perfect for brands choosing to extend their holiday sales all week long. Post it as a surprise sale extension announcement, or use it to announce your extended sale in the days leading up to Thanksgiving. 

Flip the script and call it a Thanksgiving sale

This video template is the perfect way to advertise your fall sale with a little (pumpkin) spice. Maybe you’re not a fan of Black Friday, or prefer to center your marketing around gratitude. This one makes for a sleek Instagram video, Facebook feed post, or minimalist website hero video.

Prep your website visitors for Black Friday with a hero video 

This simple Black Friday video template can help you build a branded hero video for your website in minutes. Users who visit your site in the days leading up to Black Friday will begin to anticipate your deals, and you can bet they’ll be back to get their piece of the pie. 

Final thoughts 

Black Friday is by far one of the biggest shopping days of the year. It’s a massive opportunity for online and physical retailers to boost their revenue for the year. 

Customers are ready to shop this season, and you can turn that anticipation into sales with a solid Black Friday marketing strategy. And if you’ve waited until the last minute to get started, you can rely on Vimeo Create templates for fantastic Black Friday ads up on your site and socials in minutes. 


What is Black Friday?

Black Friday is the day after Thanksgiving in the US. It’s a nationally recognized day of mega-discounts and sales that kick starts the weekend of small business Saturday and Cyber Monday. 

What is Cyber Monday?

Cyber Monday is the Monday following Black Friday and small business Saturday. It’s a day of discounts reserved for e-commerce brands, where customers flock to their favorite online retailers for discounted holiday shopping. 

How can I increase sales on Black Friday? 

The best way to increase sales on Black Friday as a small business is by getting the word out as far and wide as possible. You’ll need a strong digital marketing strategy to compete with the big brands for your customers’ attention. This means creating a Black Friday-themed social media campaign filled with content advertising all the new products, discounts, and deals you’re offering your customers this holiday season. 

When should I start promoting for Black Friday? 

Small businesses should start promoting for Black Friday as early as possible. Ideally, you’ll start prepping your video content and social copy in September or October— that way? You’re ready to go once the holiday season is up and running. It’s never too late to start, though. You can post a killer Black Friday ad using a Vimeo Create template, even at the very last minute. 

Create your own Black Friday video ads in minutes