B2C Black Friday: How to Build a High-Performing Marketing Strategy

Why Is Black Friday a Critical Period for B2C Businesses?

In Canada, 84% of consumers consider Black Friday their most important shopping day of the year. Purchasing decisions are rarely made at the last minute: more than half of consumers begin researching one to three weeks in advance, 80% compare prices online, and 85% wait for sales before making a purchase.

These behaviours create a valuable opportunity for B2C businesses. By the time Black Friday promotions launch, many consumers have already begun researching, comparing, and evaluating their options. As a result, the competition for their attention starts well before the event itself.

For brands, the challenge extends far beyond selecting the right discount. Success depends on reaching the right audience at the right time with offers and messaging that convert strong purchase intent into action.

For one activewear brand we support, the 18-day period surrounding Black Friday generated nearly 16% of its annual sales, representing approximately three times the average daily sales volume recorded throughout the year. The impact extended beyond revenue alone: nearly one in six new customers acquired during the year was gained during this period, which generated 5.5 times more new customers than the preceding 18 days.

Black Friday also presents a unique opportunity to engage new buyers: consumers who are already familiar with a brand but have yet to make a purchase, those hesitant to try a product, and those who have simply been waiting for the right moment to buy items.

When a period of just a few days can account for such a significant share of annual sales and customer acquisition, preparation must not begin days before Black Friday, rather, it must start well in advance.

When Should You Start Preparing Your Black Friday Strategy?

Ideally, several weeks in advance. The goal is to enter the promotional period with established audiences, validated creative assets, and a digital ecosystem optimized for conversion.

This means using the early fall months to build brand awareness, nurture consideration, and lay the groundwork for conversion. Key initiatives include creating attention-grabbing content, gradually building audience segments, and testing creative concepts and messaging. These efforts should be supported by a seamless online experience, particularly on mobile devices.

The data from our campaigns supports this approach. Taking the activewear brand mentioned earlier as an example, the highest-selling day was not Black Friday itself, but the launch of its promotion nearly two weeks earlier. Another noteworthy finding was that 20% of customers acquired in October made a repeat purchase in November, resulting in a repurchase rate nearly twice the annual average.

In other words, the weeks leading up to Black Friday do more than prepare the campaign; they are an integral part of it.

For marketing teams, the challenge lies in aligning these efforts at the right time with the right resources and expertise. The longer preparation is delayed, the less opportunity there is to test, learn, and build audiences, precisely when competition for consumer attention is reaching its peak.

What Are the Key Elements of a High-Performing Black Friday Strategy?

A successful Black Friday campaign does not rely on a single lever. The offer, audiences, media spend, creative, website experience, and performance measurement must work together to guide consumers from awareness to conversion.

The offer must be compelling enough to drive purchases while remaining aligned with the company's business and profitability objectives.

When it comes to media spend, the challenge is allocating budget effectively to reach both consumers who are discovering the brand and those who are already closer to making a purchase.

Creative also plays a critical role. This is where early testing proves its value. An ad format, message, audience segment, or campaign concept that appears promising on paper will not necessarily be the one that delivers the strongest sales performance.

The results we've seen across our campaigns clearly demonstrate the impact creative decisions can have. For one of our B2C clients, creator-led ads acquired new customers at a cost ranging from $33 to $55, compared to more than $88 for a broader acquisition campaign. During a recent product launch, creator content also generated the highest sales volumes among both new audiences and consumers who were already familiar with the brand.

Every element of the strategy should contribute to a frictionless shopping experience. Even the highest-performing ad quickly loses its effectiveness if it directs users to a slow website, a confusing offer, or a mobile experience that is not optimized for purchase.

The work does not end once the transaction is complete. Customers acquired during Black Friday also represent an opportunity to drive a second purchase and, ultimately, build long-term loyalty. The entire customer journey, from the first ad impression through the post-purchase experience, should therefore be viewed as a connected ecosystem rather than a series of isolated touchpoints.

Our data also shows that customer acquisition is only the first step. Returning to the activewear brand mentioned earlier, only 2.4% of customers acquired during Black Friday made another purchase within the following two months, compared to 5.8% across the overall customer base. Strong customer acquisition during Black Friday does not automatically translate into retention. The second purchase requires just as much strategic focus as the first.

Need Help Preparing for Black Friday?

A successful Black Friday campaign requires careful planning, as well as the right expertise at the right time. Our team can support you with strategy development, media planning, and campaign execution, guiding your efforts from customer acquisition through conversion.

Contact us about your Black Friday campaign

Frequently Asked Questions

How Much Budget Should You Allocate to a Black Friday Campaign?

There is no one-size-fits-all budgeting formula for a Black Friday campaign. Your budget should take into account factors such as sales objectives, historical performance, customer acquisition costs, marketing channels, and your organization's ability to meet increased demand. It's also advisable to maintain some budget flexibility throughout the Black Friday period so you can reallocate media spend to the highest-performing campaigns.

How Do You Build a Black Friday Marketing Strategy?

A successful Black Friday strategy requires multiple elements to work together, including the offer, audience strategy, media spend, creative, website experience, and performance measurement. The goal is to optimize the entire customer journey, from initial brand awareness through conversion and beyond.

How Can You Acquire New Customers During Black Friday?

With purchase intent at its highest, Black Friday presents a valuable opportunity to acquire new customers. An effective strategy typically combines acquisition campaigns designed to reach new audiences with remarketing initiatives aimed at converting consumers who have already shown interest in the brand.

Which Marketing Channels Should You Prioritize for Black Friday?

There is no single channel that works best for every business. The right mix depends on your product, target audience, customer journey, and historical performance. Search advertising, social media advertising, email marketing, and remarketing can all play complementary roles within a Black Friday strategy.

What Should You Do After Black Friday to Retain New Customers?

Your strategy should not end once the transaction is complete. Post-purchase communications, email marketing, and remarketing campaigns can help turn a first purchase into a second and, ultimately, foster a longer-term relationship between the customer and the brand.

_Sources

1. _{Retail Council of Canada and Léger 2025 Holiday Shopping Survey.}

2. _{The deRabane agency's proprietary data, B2C activewear client (Shopify, Google Ads, and Meta), 2025-2026.}