Check out 3 mistakes that continue to undermine sales during Black Friday

Black Friday remains one of the most anticipated moments for retail, but also the most challenging. Every year, thousands of companies heavily invest in media and promotions, yet a large portion of them repeat the same mistakes that harm performance and frustrate results. For Melissa Pio, CEO and founder of TEC4U, a digital performance specialist agency, sales success does not depend solely on flashy ads, but on a solid and prepared operation.

‘It's no use increasing media investment if the website isn't ready to handle the traffic. If the customer clicks and the page is slow to load, the sale is lost in seconds. Performance is strategy, not a detail,” explains Melissa.

With this in mind, Melissa listed three basic mistakes that continue to undermine companies' sales during Black Friday.

1. Focusing only on media and forgetting the website

One of the most common mistakes is concentrating the entire budget on ads, while ignoring website performance. Reports from Think with Google show that an improvement of just 0.1 seconds in loading time can increase conversion rates by up to 8%. Conversely, a 1-second delay can reduce sales by up to 7%. “During Black Friday, the consumer is in a hurry. If the website crashes, they go to a competitor,” warns Melissa.

2. Believing the customer is only on Google or Instagram

Another mistake is restricting digital presence to a few channels. Today's consumer is multi-channel: they receive offers via email, check WhatsApp, research on marketplaces, and visit the brand's website before deciding. According to ConnectPOS, companies that adopt omnichannel strategies have up to 90% higher engagement than those with limited communication. “Those who appear on more than one channel sell more and create lasting connections. The customer doesn't want barriers, they want ease,” reinforces Melissa.

3. Ignoring post-sales

The third mistake is treating post-sales as something secondary. Many companies cease customer attention immediately after payment, when, in reality, the relationship is just beginning. “The sale ends with the click, but loyalty is born afterwards. Good service, quick support, and clear communication make the customer return and recommend the brand,” states the CEO. 

With the increase in traffic during Black Friday, performance and user experience are decisive factors. According to the Queue-it platform, websites that load between 1 and 2 seconds convert up to 2.5 times more than those taking over 6 seconds. Besides speed, clarity of information, responsive design, and smooth checkout make all the difference.

Melissa emphasizes that a successful Black Friday isn't born in November, but months before. “Brands that prepare in advance, test their websites, integrate channels, and train their teams get ahead. Selling more is a consequence of an efficient operation,” she explains.

For TEC4U's CEO, the secret lies in doing the simple things well. “You want to sell more? Start by fixing the basics. A stable website, integrated channels, and ready customer service. After that, sales happen naturally. The best strategy is not to get the obvious wrong,” she concludes.