Black Friday & Cyber Monday, how to maximize your sales through strategic preparation

Every year, Black Friday and Cyber Monday mark a decisive moment for businesses. In just a few days, a significant proportion of annual sales can be achieved... if you're ready.

But the reality is that competition has never been fiercer. Consumers are better informed, more demanding and more selective. They are no longer impressed by spectacular discounts if they don't perceive real value.

So, how can you make the most of 2025? By being strategically prepared, well before the frenzy begins.

Understanding new consumer trends

Shopper behavior is evolving rapidly, and successful brands are those that adapt.

In 2025, several trends stand out:

• Mobile dominates: over 70% of Black Friday purchases are now made from a mobile device. Your site must therefore be fluid, fast and perfectly optimized for this format.

• Social networks influence purchasing decisions: between recommendations, targeted ads and user-generated content, your presence on platforms like Instagram and TikTok becomes a strategic lever.

• Consumers are looking for value before price: durability, authenticity and after-sales service weigh heavily in their decision.

• Responsible purchasing is gaining ground: brands that are transparent about their practices and products attract loyal customers, even during the discount period.

The bottom line: the success of Black Friday 2025 will depend less on lower prices than on the relevance of your offer and the quality of your customer experience.

Define intelligent pricing strategies

It's tempting to lower prices drastically in order to stand out from the crowd. But this is not always the best strategy.
The most successful companies adopt a more refined approach:

• Focus on perceived value: offer more without necessarily selling for less (e.g.: free delivery, bonus product, extended warranty).

• Create exclusive offers: private sales or pre-sales for newsletter subscribers create a sense of urgency and recognition.

• Offer bundles: combining several products at a preferential price increases the average basket while simplifying the purchasing decision.

• Plan your margin: anticipate your logistics costs and margins so that promotions don't eat into your profits.

The key word here: strategy. Discounts should not be a reaction, but a planned and measured action.

Technical preparation, the foundation of success

A slow or unstable site during Black Friday is the worst possible mistake. Even a two-second delay can drop your conversions by more than 20%.

Here's your minimum technical checklist before the big weekend:

• Performance: test your page loading speed and optimize images.

• Mobile-first: make sure that the entire shopping experience is seamless on mobile, from shopping cart to payment confirmation.

• Security: update your SSL certificates, payment gateways and third-party integrations.

• Server capacity: plan for heavy traffic peaks. Your hosting provider can temporarily adjust resources.

• Automations: schedule your e-mail dispatches, abandoned basket reminders and post-purchase messages.

A reliable infrastructure is invisible when things are going well, but it makes all the difference when sales soar.

Multi-channel marketing: consistency first

Your success depends not just on your website, but on your entire digital ecosystem.

To maximize the reach of your campaigns, adopt a consistent multi-channel strategy:

• Email marketing: prepare a sequence before, during and after the event. Personalized reminders are your best allies.

• Social networks: create teasers, use stories and plan strategic publications.

• Paid advertising: adjust your audiences and budgets as sales progress.

• Website: adapt your banners and messages to reflect your current offers.

And above all, don't neglectthe post-purchase experience. A satisfied customer in November can become a loyal ambassador for the whole of the following year.

Customer experience, your best competitive advantage

During Black Friday, consumers are bombarded with offers. What will make the difference is the emotion they associate with your brand.

A few simple but powerful levers:

• Fluid, intuitive navigation

• Clear, reassuring messages (delivery, returns, lead times)

• Responsive customer service, even during peak periods

• Personalization: recommending the right products at the right time creates a "wow" effect that's hard to replicate elsewhere.

In short: put yourself in the customer's shoes. Every detail counts in creating a frictionless, memorable experience.

Post-event follow-up to capitalize on momentum

The Monday evening of Cyber Monday is not the end of the work. On the contrary, it's the perfect time to :

• thank your customers,

• collect feedback and performance data,

• relaunch with complementary offers (cross-sell, loyalty),

• analyze campaigns to prepare for the next edition.

The companies that perform well year after year are those that turn one-off sales into lasting relationships.

Plan today, perform tomorrow

Black Friday and Cyber Monday aren't won by improvisation. Behind every success lies rigorous planning, strategic alignment and flawless execution.

And the good news is, you don't have to do it all yourself.

Download our free guide "How to maximize your Black Friday and Cyber Monday sales" to discover:

• key trends to be aware of,

• a practical checklist to get you ready,

• expert advice for every step.

Get ready now to make this a period of sustainable growth for your e-commerce business.