How to undertake effectively on Black Friday 2024?

With Black Friday approaching, considered one of the most important commercial dates of the year, especially in Brazil, many entrepreneurs are starting to look for different strategies to boost their sales and win over more and more customers, without compromising the financial health of their businesses.

THEfinancial educator, João Victorino,It explains that for many entrepreneurs, the biggest challenge is adjusting financial planning and inventory control for a temporary and intense demand. "A recurring mistake is granting discounts without a clear assessment of profit margins. After all, aggressive discounts, without proper analysis, can generate volume sales but with serious losses to cash flow," he emphasizes.

With the aim of sharing guidelines for small business owners to make the most of the date, João decided to list some tips that he considers essential for those who want to boost their actions this Black Friday:

1. Inventory control and logistics
One of the main problems during Black Friday is out-of-stock products or delivery delays, which compromise the customer experience and the brand's image. I recommend that entrepreneurs anticipate negotiations with suppliers and monitor inventory in real time to avoid surprises. Offering free shipping can be a differentiator, but it should be planned for specific regions or for orders above a certain amount.

2. Clear communication and attractive offers
Effective communication can truly engage the audience. With so many brands vying for consumer attention, it is essential that offers are attractive and well explained. Clear communication and a well-targeted campaign can be decisive in attracting the right consumer and preventing cart abandonment. I suggest that entrepreneurs use promotional emails with countdowns and explore social media to create anticipation and engagement.

3. Efficient service
Customer service deserves extra attention, as the increase in order volume can overwhelm the team, and efficient service during Black Friday can be the key to customer loyalty. Automating part of the customer service with chatbots for frequently asked questions is an interesting alternative, in addition to the importance of a well-structured after-sales service. A personalized message thanking the purchase and offering a coupon for future acquisitions can create a positive bond with the customer.

4. Data analysis
The entrepreneur must conclude Black Friday with a detailed analysis of the campaign results. Monitoring metrics such as revenue and conversion rate allows entrepreneurs to learn from each campaign, optimizing future actions. Black Friday doesn't end with sales, so it's essential to use data to understand consumer behavior and plan future campaigns more accurately.

5. Differentiate between Black Friday and Christmas: avoid “contamination” between the dates
It is important to clarify to the customer the distinction between Black Friday and Christmas dates, highlighting the purpose of each. In Brazil, this distinction still causes uncertainties in commerce, as many Christmas purchases are made in advance during Black Friday. Discounts are characteristic of Black Friday, while Christmas has a different approach. Exaggerating discounts or misjudging strategies can negatively impact results, especially if Christmas sales are weak due to this 'contamination'.

For the financial educator, early preparation and monitoring of each campaign stage are the secrets to success on Black Friday. "Every challenge overcome is a chance for learning and growth, and a successful Black Friday not only increases sales but also reinforces customer trust in the brand," concludes João.