Black Friday has become more than a day of discounts. It’s a full shopping season that blends into Cyber Monday and the wider holiday sales period. In Australia, businesses from online stores to retail outlets now prepare months in advance to make the most of this buying frenzy. Whether you’re a small business looking to attract customers for the first time or a growing brand aiming to increase sales and retain loyal customers, your Black Friday marketing campaign needs the right strategy.
When is Black Friday in 2025?
Mark your calendar: Black Friday falls on Friday, 28 November 2025. Cyber Monday follows immediately after, turning the weekend into what’s often called BFCM (Black Friday Cyber Monday). This isn’t just a weekend sale; it’s become a season of anticipation, early access campaigns, and extended Black Friday week offers.
Why Black Friday Marketing Matters
Black Friday is no longer about who shouts the loudest with the biggest discounts. The brands that win are those that build excitement, balance profit margins, and deliver a mix of strategies tailored to both new customers and long-term loyal ones. Shoppers aren’t just chasing discounted prices; they’re looking for the best Black Friday deals paired with a smooth online experience.
In 2024, global sales hit record highs across multiple channels. Lessons from that market show the importance of starting earlier, using teaser campaigns, and spreading offers across the Black Friday period to keep customers engaged.
Learning from Past Sales
Every industry is different, so your strategy should take into account your own customer data. Ask yourself:
- What worked well in your last sale this year?
- Did discount codes bring more new customers or encourage repeat purchases?
- Did mobile devices drive most of your traffic?
- Were profit margins protected despite big discounts?
Learning from your 2024 results and watching what other brands are doing will shape a stronger campaign this year.
Key Black Friday Marketing Strategies
Start Planning Early
Waiting until the last minute is a recipe for missed opportunities. Customers expect early bird access and teaser campaigns well before November. Use countdown timers, social media posts, and email marketing to build anticipation. A secret weapon many brands use is a tiered discount strategy, offering exclusive discounts to loyal customers first, then opening early access to a wider audience.
Build Excitement and Urgency
Creating urgency is at the heart of Black Friday marketing. Flash sales, free gift offers, and limited-time discount codes encourage potential customers to act quickly. Highlight upcoming deals with creative assets across Google Ads, paid social, and your email list. Consistency matters, so make sure your campaign delivers the same message across multiple channels.
Attract New Customers While Retaining Loyal Ones
Customer acquisition is a big focus during Black Friday, but don’t forget customer retention. Offer early access or special deals to your existing customer list while using paid ads to attract customers who’ve never bought from you before. Balancing this new-to-repeating customer mix ensures you build long term customers, not just one-off bargain hunters.
Use Multiple Channels
Black Friday advertising tips aren’t limited to one platform. Combine Google Ads with social media ads, email marketing, and authentic content on your website. Paid ads boost visibility, while your own website content and email campaigns build trust and keep customers engaged.
Optimise for Mobile
Most customers buy on mobile devices during the Black Friday season. Your online store should load quickly, display products clearly, and offer easy checkout. Slow or confusing websites mean lost sales, especially when customers are comparing multiple Black Friday discounts.
Be Creative but Clear
Black Friday marketing strategies don’t have to be complicated. Use creative assets to stand out but keep the offer simple: customers want to know exactly what the deal is and how long they have to act. For example:
- “Early bird access – 30% off until midnight”
- “Flash sale – free products with every order over $100”
- “Exclusive discounts for email subscribers only”
Balancing Discounts with Profit
It’s easy to think “more sales” equals success, but your strategy needs to protect profit margins. Tiered discounts, free gift incentives, or bundled deals can drive higher average order value without slashing prices across the board. Keep an eye on supply chain challenges too, so your Black Friday campaign doesn’t promise more than you can deliver.
Measuring Success
During the Black Friday period, track your performance in real time. Which social media posts generated the most clicks? Did Google Ads or paid social drive more sales? Was your countdown timer effective in creating urgency? Collecting and analysing customer data during BFCM campaigns gives you a roadmap for future holiday sales.
Beyond Black Friday
Black Friday week is only the beginning. The holiday season continues with December sales opportunities, and customers you’ve won in November can become loyal buyers for years. Keeping customers engaged with authentic content, email nurturing, and follow-up offers will turn short-term wins into long-term growth.
Why Work with Australian Internet Advertising
At Australian Internet Advertising, we help businesses navigate Black Friday marketing with strategies tailored to your industry. From Google Ads and paid social to email marketing, SEO, and website design, we understand how to create Black Friday campaigns that attract customers, boost visibility, and increase sales without cutting too deep into profit margins.
Whether you want to build excitement with a teaser campaign, offer discounts that make sense for your business, or fine-tune your customer retention strategy, our team has the expertise to guide you. Contact us today to get your Black Friday marketing campaign planned and executed the right way.
