10 steps for a successful Black Friday attracting Generation Z

Black Friday is one of the most anticipated dates for global commerce. Held always on the last Friday of November, the date gained strength initially in the United States, marking the beginning of the Christmas shopping season with irresistible offers. Today, it is an event of global proportions, with companies from various sectors taking advantage of the day to boost their sales. In Brazil, Black Friday has become synonymous with great opportunities for both companies and consumers, with the chance to increase revenue in a short period of time. 

Generation Z, who currently leads digital consumption, has become the primary target audience for Black Friday strategies. According to a study by Ecglobal, the digital marketing ecosystem of the Stefanini Group, 50% of this group uses social media to find promotions. The research also reveals that the adoption of Pix reaches 57% among these young people, which reinforces the need for companies to offer multiple payment options to attract and convert this audience.

Another relevant data comes from the Nice House research, an entertainment hub for Generation Z, which indicates that 80.6% of this generation intends to participate in shopping this Black Friday. However, this age group is cautious: 30.9% say they avoid brands that engage in “black fraud,” meaning they increase prices before applying fake discounts. These consumers also extensively research before purchasing — 86.1% look for information on channels like Google and Instagram and strongly prefer marketplaces. “For a company to stand out on Black Friday, it is essential to do much more than just reduce prices. What is at stake is creating a shopping experience that values the customer and offers something different, from communication to after-sales,” says Raphael Mattos, a serial entrepreneur, investor, and author of the bestseller “Sell, Profit, Scale.”

Below, Raphael Mattos lists 10 tips that can make all the difference in the performance of your company during this much-anticipated date.

1. Offer special purchase conditions Discounts attract consumers, but offering exclusive conditions can ensure that they return to buy again at another time. In addition, strategies such as cashback and free shipping can be crucial to retain them. “It is important for the entrepreneur to think long term. Offering cashback is a way to encourage the return of these consumers for future purchases,” he suggests.
   
2. Efficient Inventory ManagementOne of the biggest pitfalls for companies during Black Friday is a lack of control over inventory. To avoid frustrations and cancellations, it is essential that the inventory is adjusted for the period’s demand. ‘It is fundamental to have a prior planning for the date, that is, good inventory management to ensure that orders are fulfilled without problems. The worst thing that can happen is having to cancel sales because the product ran out,’ emphasizes.
   
3. Close Relationship with CustomersDirect customer relationships are increasingly important. Using channels like WhatsApp or email marketing allows your company to stay connected and drive sales more effectively. ‘Sending a personalized message with an exclusive discount can make all the difference. The customer feels special and recognized, increasing the likelihood of conversion,’ emphasizes.
   
4. Diversify Sales Channels for Greater ReachTo reach more consumers and meet the shopping experience demands of Generation Z, it is essential to be present in different sales channels. In addition to physical stores, official websites, and social media, marketplaces are the way to reach a diverse audience. ‘Diversifying sales channels allows the company to reach different audiences and improve the customer experience. The more accessible your brand is, the greater the chances of success,’ says.
   
5. Invest in strategic digital marketing Communication during Black Friday needs to be precise and efficient. Campaigns on social networks and email marketing are great allies to attract and engage customers during the promotional period. “Well-targeted digital marketing strategies create a sense of urgency and can attract the customer at exactly the right moment, when they are most willing to buy. A good ad can be the deciding factor to convert this communication into a sale,” he says.
   
6. Prepare your sales team The volume of customer service inquiries and transactions during Black Friday can be much higher than usual, so it is important that your team is prepared. “Customer service is the heart of operations during Black Friday. A well-trained team, ready to respond quickly, ensures that the customer has a positive experience and comes back to buy,” he emphasizes.
   
7. Personalize the customer experience Today’s consumer values personalization. Adapting offers for each customer, based on their purchase history or interests, can make all the difference in the purchasing process. “Consumers want to feel special. Personalized offers, gifts, and exclusive discounts make the customer see the value in continuing to buy from your company,” he reveals.
   
8. Facilitate payment Offering various payment options, such as interest-free installments and digital wallets, streamlines the purchasing process and increases the conversion rate. “Customers are looking for convenience. The more options you offer, the greater the chance of facilitating the purchase. Removing barriers at the time of payment may be what is needed for the customer to complete the purchase,” he points out.
   
9. Invest in after-sales The relationship with the customer does not end with the purchase. Good after-sales ensures that the customer feels valued and increases the chances of return in future purchases. “Good after-sales includes order follow-up, timely delivery, and a thank-you message. These small gestures create a stronger connection with the customer”, suggests.
   
10. Results analysis At the end of Black Friday, it is important to analyze the results in detail to understand what worked and what can be adjusted for the next campaigns. “It is extremely important to review sales metrics, conversion rate, and customer service. Learning from the results allows the company to be even more prepared for the next events”, guides Raphael Mattos.