While many still see Black Friday as a single day of discounts, the most prepared retailers already know that it has become a true sales season – and those who don't get ahead of the curve lose out. According to Ecommerce na Prática , a website specializing in e-commerce education, the event's strong footfall increases competition and requires much more strategic planning from business owners.
"Black Friday has been a success in Brazil for a few years now. Therefore, we already know that retailers who organize in advance have a much better chance of selling more throughout the month of November, not just on the day of the event. Simply put, Black Friday isn't about improvisation, but about consistent planning and execution with as few errors as possible," says Fábio Ludke, an expert at Ecommerce na Prática.
Based on this, the school, together with Fabio, put together some strategies for entrepreneurs to prepare for Black Friday 2025:
1. Plan your promotions ahead of time: Black Friday is the most important date on the retail calendar: it's a whole month of opportunities. "Today, Black Friday isn't limited to a single day. Retailers need to create a promotional schedule and implement long-term campaigns to keep consumers engaged and increase conversion rates," says Ludke.
2. Ensure predictability in inventory and logistics: Increased demand requires extra preparation in product and delivery management. Planning suppliers, reviewing contracts, and predicting packaging avoids last-minute problems. "Many retailers lose sales due to lack of inventory organization or logistical delays. During periods of high demand, anticipating this point provides security to consumers and strengthens the brand's reputation."
3. Structure targeted marketing campaigns: Communication is crucial for success during this period. Investing in personalized campaigns aligned with your target audience helps maximize results. "It's not enough to offer a discount; you need to communicate value. A well-structured campaign, with clear and targeted language, increases credibility and differentiates your store from the competition," emphasizes Fabio.
4. Strengthen partnerships with suppliers: During Black Friday, predictability in supply is as important as sales planning. Negotiate deadlines in advance and align everything with your suppliers. "Anticipating negotiations and building solid partnerships ensure greater security to maintain inventory and serve customers efficiently."
5. Define clear policies to attract and retain customers: In addition to discounts, consumers seek trust. Making exchange, return, and payment methods clear is a competitive advantage. "When customers understand exactly what to expect regarding terms and guarantees, they feel more confident about purchasing. Use this clarity to your advantage with strategies that cover the entire period," the expert points out.
Finally, Fabio Ludke emphasizes that preparation must go beyond promotional activities. "Black Friday is an excellent time to strengthen relationships with existing customers. Building customer base, re-engaging existing customers, and creating experiences that build trust are strategies that yield results and sustain long-term growth."
