10 steps to a successful Black Friday attracting Generation Z

Black Friday is one of the most anticipated dates for global commerce. Always held on the last Friday of November, the date initially gained prominence in the United States, marking the start of the Christmas shopping season with irresistible deals. Today, it is a global-scale event, with companies from various sectors taking the day to boost their sales. In Brazil, Black Friday has become synonymous with great opportunities for both companies and consumers, offering a chance to increase revenue in a short period of time.

Generation Z, which currently leads digital consumption, has become the main 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 57% of these young people adopt Pix, which reinforces the need for companies to offer multiple payment options to attract and convert this audience.

Another relevant data point comes from Nice House's research, an entertainment hub for Generation Z, which indicates that 80.6% of this generation intends to participate in Black Friday shopping. Meanwhile, this age group is cautious: 30.9% say they avoid brands that engage in "black fraud," that is, raising prices before applying false discounts. This consumer also researches extensively before purchasing — 86.1% seek information on channels like Google and Instagram, and have a strong preference for marketplaces. "For a company to stand out on Black Friday, it's essential to do much more than just cut prices. What is at stake is creating a shopping experience that values the customer and offers something different, from communication to after-sales," comments Raphael Mattos, serial entrepreneur, investor, and best-selling author.“Sell, Profit, Scale”. 

Below, Raphael Mattos lists 10 tips that can make all the difference in your company's performance during this long-awaited date.

1. Offer special purchasing conditionsDiscounts attract consumers, but offering exclusive conditions can ensure they return to buy again at another time. Additionally, strategies such as cashback and free shipping can be decisive in retaining them. "It is important for the entrepreneur to think long-term. Offering cashback is a way to encourage the return of this customer for future purchases," he indicates.
   
2. Efficient inventory managementOne of the biggest traps for companies during Black Friday is the lack of inventory control. To avoid frustrations and cancellations, it is essential that the stock is adjusted to the demand of the period. "It is essential to have prior planning for the date, that is, good inventory management to ensure that orders are fulfilled without issues. The worst thing that can happen is having to cancel sales because the product is out of stock," he emphasizes.
   
3. Close relationship with customersThe direct relationship with the customer is becoming increasingly important. Using channels like WhatsApp or email marketing allows your company to stay connected and activate sales more effectively. "Sending a personalized message with an exclusive discount can make all the difference. The customer feels special and recognized, which increases the likelihood of conversion," he emphasizes.
   
4. Diversify sales channels to achieve greater reachTo reach more consumers and meet the shopping experience demands of Generation Z, it is essential to be present on different sales channels. In addition to a physical store, official website, 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," he says.
   
5. Invest in strategic digital marketingCommunication during Black Friday needs to be precise and efficient. Social media campaigns 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 decisive factor in converting this communication into a sale," he says.
   
6. Prepare your sales teamThe volume of atendances 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 the operation during Black Friday. A well-trained team, ready to respond quickly, ensures that the customer has a positive experience and returns to buy," he/she/they highlights.
   
7. Personalize the customer experienceToday's consumer values personalization. Adapting offers for each customer, whether based on purchase history or their interests, can make all the difference in the purchasing process. "Consumers want to feel special. Personalized offers, gifts, and exclusive discounts make the customer realize the value of continuing to shop at your company," he reveals.
   
8. Make payment easierOffering various payment options, such as interest-free installment plans and digital wallets, facilitates the purchasing process and increases the conversion rate. "Customers are seeking convenience. The more options you offer, the greater the chance of making the purchase easier. Eliminating barriers at the payment moment might be what it takes for the customer to complete the purchase," he points out.
   
9. Invest in after-salesThe relationship with the customer does not end with the purchase. Good after-sales service ensures that the customer feels valued and increases the chances of return in future purchases. "A good post-sale includes order follow-up, on-time delivery, and a thank-you message. These small actions create a stronger connection with the customer," she suggests.
   
10. Results analysisAt the end of Black Friday, it is important to analyze the results in detail to understand what worked and what can be adjusted for future campaigns. "It is extremely important to review sales metrics, conversion rates, and customer service. Learning from the results allows the company to be even better prepared for upcoming events," advises Raphael Mattos.