Black Friday Vs. Cyber Monday: Should You Market for Both?

Every year, the holiday shopping season seems to start earlier, last longer and get noisier. Two days still dominate the retail calendar: Black Friday and Cyber Monday. Marketers often wonder – should we treat them as separate opportunities or combine efforts into one big push? If this is a conundrum that you’re facing, then you’ve come to the right place. Let’s break it all down for you.

Black Friday & Cyber Monday: their origins

Black Friday origins

Traditionally, Black Friday is the Friday after Thanksgiving, which is a US holiday. This day became synonymous with doorbuster deals at brick-and-mortar shops and retailers. It has since evolved into a multi-day online and in-store extravaganza. While it was a staple and much-anticipated day for Americans for years, dating back to 1869, it wasn’t recognised in the UK until 2010.

Cyber Monday origins

Cyber Monday dates back to as far as 2005 in the USA, with the dawn of the internet and online shopping. It falls on the Monday after Thanksgiving. Discounted goods remain on offer and are heavily discounted online only, rather than in-store, therefore differing from Black Friday. It wasn’t until 2009 that the UK finally recognised Cyber Monday.

What are the key differences between Black Friday & Cyber Monday?

There are multiple differences between the two days, despite them still being extremely similar in their goals. Those differences are as follows:

• Black Friday occurs on the Friday after Thanksgiving, whereas Cyber Monday occurs on the Monday after Thanksgiving
• Black Friday deals are seen both online and in-store, whereas Cyber Monday deals are only seen online, hence the term “Cyber” Monday
• Black Friday involves discounting a wide range of goods, from clothes to kitchen appliances, whereas Cyber Monday will discount electronic, digital and e-commerce goods
• Black Friday is a way for customers to get some early Christmas shopping done, and Cyber Monday is seen by consumers as their last chance to grab a great deal

Reasons to market for both Black Friday & Cyber Monday

There are several reasons why you should, as a marketer or business owner, market for both Black Friday and Cyber Monday sales, such as the following:

• Customer expectations – shoppers now expect brands to participate in both events. Skipping one could mean losing visibility to competitors
• Different shopping behaviours – On Black Friday, customers are often looking for big-ticket items or gifts to get ahead with their Christmas shopping. With Cyber Monday, on the other hand, customers tend to look for tech deals and snag something they missed on Black Friday
• Extended sales window – running campaigns across both days stretches your opportunity from one day into an entire long weekend. It also allows you to catch procrastinators

Is there a risk of overlapping the two?

Admittedly, there are some risks of marketing for both of them at the same time, and those risks include the following:

• Discount fatigue – customers may tune out if your messaging is too repetitive
• Margin erosion – running deep discounts for too long can hurt profitability
• Operational strain – more orders in a compressed timeframe can stress fullfillment, customer service and inventory

How to approach marketing for both Black Friday & Cyber Monday strategically

If you still want to market for both days, despite them occurring within close proximity to each other, then there are some tips and tricks that you should know about, including:

Differentiate your offers

Don’t just copy and paste promotions from one day to the next. Also, don’t use offers and discounts that you’ve used in the year just gone. Make the deals different and attractive to bring in the sales and set you apart from your competitors. For instance, on Black Friday, offer sitewide discounts and doorbusters, but on Cyber Monday, offer exclusive online discounts, free shipping and limited-time bundle offers.

Segment your audiences

Target repeat customers with VIP early access on Black Friday and then use Cyber Monday to capture bargain-hunters or lapsed shoppers who are looking for last-minute deals. This will also involve personalised emails and making sure people are following you on social media. You can also use VIP access as a way of getting people to sign up for your mailing list.

Stagger messaging 

Create anticipation with teasers before Black Friday, then shift the tone to Cyber Monday, by marketing it as a consumer’s “last chance” to get the best possible deals before the Christmas period. 

Optimise operations

Make sure your website, servers and logistics are ready to take on increased demand, as this will be the case for at least four days (Black Friday, over the weekend and Cyber Monday). Slow load times or shipping delays can cost more than any discount you’re offering and customers are biting on.

Should you market for both Black Friday & Cyber Monday? The verdict

In short, the answer is yes. But instead of looking at it as Black Friday VS. Cyber Monday, it should be Black Friday AND Cyber Monday. Don’t treat them as the same thing, however, because they’re not, as detailed earlier in this blog post. Although you should still use Black Friday to drive mass awareness and big-ticket sales, you should then use Cyber Monday to mop up demand, reward online shoppers and clear remaining inventory. Done right, the two days will end up complementing each other, extending your reach and maximising holiday revenue.

Kumo is a full-service digital marketing agency led by a team of experienced specialists. From our base in the heart of Nottingham, we’re proud to support clients nationwide across all industries and sectors. Our services span SEO, PPC, content creation, website design and more. To learn how we can help your business grow, contact our approachable and knowledgeable team – we’re always happy to chat.