Over the past several years, the Black Friday and Cyber Monday “frenzy” has become quite a spectacle in South Africa. While it’s not nearly as intense as overseas, Bankserv Africa statistics showed that last year’s local sales totalled to a whopping R4.5bn.

As a result, many retailers might choose to make a weekend of it. Does this mean every business – even small ones – should participate? Read on for answers and last-minute tips to help you make the most of this year’s most “spendy” weekend.

5 Great Reasons To Run A Black Friday And Cyber Monday Promo This Year

What’s all the hype about? And should your small business bother at all? Consider the following benefits to help make up your own mind:

1. It can boost sales

Promos are a great way to significantly increase sales volumes and generate more revenue in a short period. And during the Black Friday weekend customers will actively seek out discounts and promotions, which could be great for business.

2. It can attract new customers

Growing your customer base is hard. But running a great deal during this period could make it a little easier. Customers who may not typically shop with you might be drawn in, which could create an opportunity for you to blow them away with your products and customer service.

3. It can help you get rid of slow-moving stock

Sometimes in retail you can find yourself with a particular product that just “sits there”. Or, maybe you’ve over-ordered on something that’s not moving quickly enough. Use South Africa’s most busy shopping weekend to sell these items at a discounted price. Doing this not only clears storage space but also recoups some of your cost outlay. 

4. It can create awareness for your brand 

Let your light shine. People will be shopping more vigilantly during this time and spend either more time in the shops or online. By running creative campaigns during this period, you can enhance your brand’s visibility.

5. It can kickstart the Christmas shopping season

For many, Black Friday marks the start of the “holiday” shopping. People will either shop for Christmas presents, or get look at getting ideas for what they could potentially buy. By getting your brand out there, you are not just doing it for that one weekend’s result, it could bear fruit later on too.

4 Signs Your Online Store Shouldn’t Partake in Black Friday or Cyber Monday

Although Black Friday is a significant sales event, it may not be suitable for every retailer—especially for small businesses. Carefully weigh your options, and opt out if this is you:

1. Your business operates on tight profit margins

If your business operates on slim profit margins, offering steep discounts may “hurt more than help”. Take the time to calculate if discounting your products will leave you with enough to cover operational expenses. If the numbers don’t add up, sitting out is the smarter choice. 

2. It doesn’t fit with your brand’s image

If your brand positions itself as premium or luxury items, cutting prices could contradict your image. Protect your brand identity by maintaining consistency. Instead of discounts, consider offering limited-edition products, exclusive bundles, or other ways to add value.

3. Your stock levels are running low

Inventory shortages during peak sales periods can result in cancelled orders, frustrated buyers, and even negative reviews. If you’re struggling with inventory management, it may be a better idea to focus on restocking and refining your supply chain, and implement a strategy for next year’s opportunities.

4. You aren’t ready for the rush

A surge in customers means your infrastructure must be ready to handle the increased demand. This includes everything from your website’s server and web hosting to your delivery systems and staffing capacity. If you are not 100% ready on all aspects, please don’t do it, as you could jeopardise your business reputation and the business itself.

If this resonates with your situation, consider focusing on strategies that emphasise value over discounts. Additionally, now might also be the perfect time to plan ahead for next year’s discounts, deals, or specialised products.

8 Tips to Structure Incredible Deals

Battling to put together something that will turn heads? With the right approach, your deals can become irresistible.

Try some of these pointers: 

• Run percentage-off deals:
  Offer discounts that appear significant to customers, like “50% off” instead of “R100 off.” Studies show that percentage-based discounts often feel like a better value, especially for higher-priced items.
  
• Consider time-sensitive promotions:
  Time-limited offers are a proven way to boost sales and create urgency. If you’re worried about running out of stock too quickly, plan different deals for different days or even time slots.
  
• Offer exclusive deals to loyalty members or newsletter subscribers:
  Exclusive discounts or early access to deals for loyalty program members, or newsletter subscribers, can create a sense of privilege and build long-term relationships. Use this opportunity to grow your email list or to reward repeat customers.
  
• Give something away for free:
  Not all deals need to revolve around discounts—sometimes freebies can be more enticing. If you run a service-based business, consider offering a free consultation, trial, or add-on service. For product-based businesses, options like free shipping or a free gift can be a great approach as well.
  
• Try a ‘Buy more – save more’ deal:
  Encourage customers to spend more by implementing tiered discounts. For instance, “Spend R300, Save 10%; Spend R600, Save 20%.” This strategy works particularly well for boosting average order value and clearing more inventory.
  
• Test a flash sale:
  A short-term, surprise promotion can generate excitement and urgency. Announce a deal with little notice to make it feel exclusive and see if it works. If it doesn’t, try something different.
  
• Run partner deals:
  Consider teaming up with complementary brands to offer joint discounts or bundles. For example, if you sell wine, partner with a brand that offers gourmet snacks or glassware. These collaborative deals can also increase your exposure by tapping into the complimentary partner’s customer base.
  
• Bundle products together:
  Group related items into product bundles and offer them at a discounted rate. Bundling not only simplifies the shopping experience but also increases the perceived value of the offer, making it more appealing.

How To Use Social Media To Stand Out Online

The quickest and easiest way to promote your Black Friday and Cyber Monday deals online is via social media. However, with the increasing competition on these platforms, your small business will need a creative and strategic approach.

Consider the following:

Create visuals that are unmissable

Post professional, eye-catching images and videos to grab attention quickly. Experiment with visual formats like carousels, reels, or infographics to engage your audience.

Some ideas:

• Create countdown graphics to build anticipation
• Design “before vs. after” price comparison cards
• Use bold “LIMITED TIME” or “BLACK FRIDAY EXCLUSIVE” overlays
• Showcase your biggest discounts with eye-catching percentage graphics
• Create carousel posts revealing deals day by day
• Design gift guides featuring your Black Friday offerings

Make videos that entice

Post short, engaging videos such as behind-the-scenes glimpses, tutorials, or product demos. You can also make use of live streaming to connect with your audience in real time.

Additional examples:

• Film unboxing videos of products that will be on sale
• Create suspense with teaser videos of upcoming deals
• Show time-lapse videos of staff preparing for Black Friday
• Stream live “door-opening” moments for online sales
• Share quick tutorials of how to access your Cyber Monday deals
• Do live product demonstrations of top-selling items

Boost your content

Consider putting money behind what you post and targeting these boosted posts to your ideal audience.

Ideas:

• Start boosting posts before the sale period
• Create urgency with limited-time promotion ads
• Use carousel ads to showcase multiple deals
• Increase ad spend during peak shopping hours

Collaborate with a influencer

What you could do:

Partner with an influencer whose audience aligns with your target market. Focus on an authentic collaboration that showcases your product or service naturally. Even a single post or story can drive significant traffic.

• Have an influencer announce an exclusive code
• Ask your influencer to share their Holiday Wishlist featuring your products
• Partner for live shopping events
• Give an influencer early access to share sneak peeks

Incorporate Social Proof

Highlight customer testimonials or reviews related to the products/services on sale. Display the number of purchases made during the deal to build credibility and urgency.

Other ideas:

• Share reviews from last year’s purchases
• Post real-time updates of items selling out
• Share screenshots of positive customer feedback during the sale
• Post “X number of items sold in the last hour”
• Highlight “Most Popular” items during the sale

Customer Service Tips To Help You Make The Most Of This Shopping Weekend

During high-traffic periods like Black Friday and Cyber Monday, businesses often face increased customer enquiries and demands. Excellent customer service during these times can leave a lasting impression.

Here are tips to boost customer service during this time:

1. Make sure your website loads speedily

Customers are expecting excellent service. And if your website takes more than two seconds to load, that is seen as “poor service”. Ensure your website is hosted by the best hosting company in the business, and that the WordPress Hosting, or Web Hosting, package you are on will be able to accommodate your expected traffic.

2. Prepare your team physically and emotionally

Make sure you have enough help during this important weekend and also afterwards to handle shipping and potential returns. Clearly define each team member’s responsibilities and equip them with sufficient product knowledge, sales policies, and strategies to handle common questions quickly and accurately.

3. Use automation where you can 

Save time by using the technology you already have available, or implement strategies that you can roll out quickly and easily. For example use email auto-responders or add FAQs on your website to address common concerns.

4. Be transparent

Imagine going through all the trouble of getting new customers but disappointing them before their “journey” even starts. Do damage control preemptively by clearly communicating potential delays in responses or shipping due to high volumes. Constantly keep customers informed about their orders, including shipping times and any issues that arise. 

5. Plan for Returns and complaints

Naturally, you don’t want returns or disgruntled customers but if you are proactive and assume that some clients might be unhappy you could plan better. Therefore, anticipate post-sale queries and ensure that you have a clear return or exchange policy ready to share. Also, train your team to handle complaints empathetically and efficiently.

6. Show your gratitude

Acknowledge your customers’ patience during busy times by expressing gratitude. Consider small gestures like follow-up discounts or thank-you emails to reinforce positive experiences. 

7. Retarget abandoned carts

Track abandoned carts and send reminders to customers. Perhaps all they needed was a little more persuading so consider an incentive, like extra discounts or free shipping. 

KEY TAKEAWAYS

• Running Black Friday and Cyber Monday deals can transform your business through increased sales and new customers.
• Skip Black Friday if you have tight margins, a premium brand image, low stock levels, or aren’t operationally ready for the rush.
• Structure your deals to maximise value and urgency while rewarding customer loyalty.
• Cut through all the social media noise with compelling content, strategic promotions, and authentic social proof.
• Transform Black Friday and Cyber Monday challenges into opportunities with proactive customer service strategies.
• Avoid losing potential customers due to your website’s loading speeds.
• Ensure your website is hosted with the right host and that you are signed up for the appropriate package.

FAQs

Other Related Blogs:

– 7 Tips To Help Your Shop Get Ready For Black Friday

– Black Friday And Cyber Monday: 7 Point Checklist To Success

– eCommerce Tips & Tricks for Black Friday & Cyber Monday

– Is your Website Black-Friday-ready?