Black Friday has become one of the biggest dates on the ecommerce calendar. It’s more than a day of deals: it kicks off a season that can make or break the year for a lot of brands. In 2025, it falls on November 29.
It started as an American tradition, but Black Friday has taken hold in Latin America, and especially in Argentina, as a chance to boost sales, clear out inventory and strengthen brand presence.
Here’s our take on what works, what doesn’t, and how to plan a solid strategy so you show up ready.
What Black Friday is and why it matters
Black Friday dates back to 1960s Philadelphia, when the post-Thanksgiving chaos inspired the name. Today it marks the start of peak shopping season and one of the most competitive moments of the year in ecommerce.
Using Google Trends, Cyber Monday Global has tracked how Black Friday and Cyber Monday sales have evolved in countries around the world. In Latin America, the impact is huge:
- Argentina brings in around 10% of its annual sales during Black Friday week.
- Colombia and Chile hover between 4% and 5%, and Mexico is close to 4%, according to Cyber Monday Global.
- In Argentina, transactions on the main day can top 1,000% of the yearly average.
But beyond the numbers, the key is understanding that this event isn’t just about discounts anymore. It’s about how brands communicate, plan and execute an effective omnichannel strategy.
Source: Cyber Monday Global
Why getting ahead of it can change your results
Waiting until “Black Friday week” to make a move is basically showing up late. Brands that plan ahead get better margins, more effective campaigns and a lot less operational stress.
It’s not just about posting deals: getting ahead lets you build hype, prep your logistics and set prices without killing your profitability.
Good planning also helps you:
- Test ad campaigns before demand peaks.
- Fix stock or checkout issues.
- Get marketing, sales and customer service on the same page.
Bottom line, a good strategy can be the difference between a sales spike and a missed opportunity.
Your Black Friday planning checklist
Here’s a rundown of the essentials every brand should review at least a month before the event.
1. Check your stock and update your inventory
Pick your hero products, spot excess inventory and set up smart promotions. Not everything needs a discount: you can spotlight what positions you best.
👉 Pro tip: clean out SKUs that aren’t moving and use the moment to push complementary products with bundles.
2. Set prices that don’t hurt your bottom line
Before you publish, crunch your margins, look at your historical data and find the balance between appealing and profitable. Checking your competitors’ prices doesn’t hurt either.
The best discount isn’t always the biggest: it’s the most believable.
3. Make sure your tech can take the heat
Your site has to handle the traffic, payments and questions. Check your shopping cart, servers, plugins, integrations and forms.
A technical glitch on the big day can cost you more than a bad campaign.
4. Customize your store and spotlight your deals
Design a dedicated visual space for the event: banners, a landing page or a special category. Use consistent colors and messaging to build recognition and urgency without overdoing it.
👉 Example: turn on a countdown timer or early access for repeat customers.
5. Photos and descriptions that actually sell
The product image is still the first buying decision. Show it in context, in use or next to the alternatives.
Product pages should be clear, with technical details and real benefits. Skip the empty adjectives: explain how it helps or what it solves.
6. Turn on your contact channels before the rush
Bring WhatsApp, live chat, social media and email together to answer questions fast. Automate the FAQs, but keep a human in the loop when the conversation calls for it.
7. Turn abandoned carts into sales
Setting up cart recovery email campaigns can bring in up to an extra 10–15% in sales.
Just reminding people their cart is still there isn’t enough: show them why it’s worth coming back.
8. Adjust your logistics and delivery times
During sales peaks, transparency is everything. Let customers know if shipping might be delayed and offer alternatives like in-store pickup or express delivery.
Delivering on your promises is worth more than promising the impossible.
9. Make your exchange and return policies crystal clear
Post them somewhere visible, in plain language. Being clear here cuts down on complaints and builds trust.
👉 Bonus: if you can extend your return window for the season, you’ll score points on customer experience.
👉 Tip: If you’re short on time or resources, AI can help you create photos, designs or videos in minutes, with results that used to take days.
Marketing tips for Black Friday
In this section we’ll quickly walk you through marketing moves you can use to grab your audience’s attention on Black Friday and boost your chances of turning store visits into sales:
- Buy-one-get-one deals are perfect when you have too much stock of a product that isn’t selling. Black Friday is the ideal time to run them.
- Discount codes let you set whatever terms you need (like a minimum purchase or an expiration date), so your pricing stays reasonable.
- Free shipping is a big draw for customers. If your cost structure allows it, you can offer free shipping above a certain order value.
- Limited editions create a sense of scarcity and exclusivity, which makes them a great marketing play for big dates like Black Friday.
- Partnerships with other brands that complement your product are perfect for co-branded campaigns with attractive promotions on Black Friday. Each brand contributes a product, and the final price is a better deal than buying them separately.
- Giveaways also pull in shoppers, especially when you run them on social media.
Marketing strategies during Black Friday
Good marketing planning isn’t just about running ads. It takes coordinating content, timing and messaging.
Here are a few tactics that can boost your performance:
1. Social media
Show off your products before the big day.
Build up gradually: teasers first, then benefits, and only then the discounts.
Instagram, TikTok and YouTube Shorts are great for building hype, while LinkedIn can be useful if you sell B2B.
Source: We Are Social
2. Google and SEO
Get your pages ready early: titles, meta descriptions, content and page speed.
Seasonal SEO doesn’t happen in a week: optimize your product pages and landing pages at least a month ahead.
If you run paid ads, set up search and remarketing campaigns early so you don’t pay last-minute premiums.
3. Influencers and content creators
Pick partners with real, engaged audiences.
Don’t just chase reach: look for credibility.
Micro-influencer campaigns usually convert better and cost less than a big name with little affinity for your brand.
4. Email marketing
It’s the highest-ROI channel for this date, but also the most crowded.
Segment your lists: active customers, dormant leads and new subscribers.
Design clear emails with simple calls to action and a consistent look.
And most importantly: start early. Don’t wait until Friday. Nobody has time to read on that day.
Metrics that matter
On Black Friday, traffic isn’t the only measure of success.
These are some metrics you should track:
- Conversion rate: visitors who buy.
- Cart abandonment rate: the percentage of users who don’t complete their purchase.
- Email opens and clicks: how your campaigns are really performing.
- Return on ad spend (ROAS).
- Average time on site and pages viewed.
The follow-up matters just as much: review what worked, what wore people out and what you’d repeat for the holidays or your next big event.
The bottom line
Black Friday isn’t just a day of deals: it’s a test of planning, consistency and knowing your customer.
The brands that get that don’t just sell more. They build trust and positioning.
And if you want to get your brand ready for this date, from your communication strategy to your email flows or paid media, the sooner you start, the better shape you’ll be in.
Need a hand? Get in touch!
