Black Friday Unleashed: Your Comprehensive Guide

Table of Contents

Get the latest e-commerce industry news, best practices, and product updates!

Reading Time: 17 minutes

Black Friday, an annual shopping extravaganza, isn’t just a day; it’s an opportunity for e-commerce retailers in the Philippines to capture the attention of rising holiday shoppers and turn them into customers for life. This comprehensive guide unlocks the secrets to navigating Black Friday for Filipino businesses to maximize sales and grow their revenue successfully. 

From its intriguing origins to tailoring strategies for regional preferences, we cover every aspect of Black Friday, preparing you for the holiday shopping season. With a focus on early planning, crafting irresistible deals, efficient website optimization, and top-notch customer experience, we equip you for Black Friday and the holidays beyond.

Introduction to Black Friday

Black Friday Unleashed: Your Comprehensive Guide

The term “Black Friday” has a fascinating history rooted in the early 20th century. While there are various theories about its origin, one widely accepted explanation dates back to the 1960s. This phrase was first associated with the frenzied shopping day following Thanksgiving in the United States.

One theory suggests that the name “Black Friday” was coined by Philadelphia police officers to describe the chaos and heavy traffic ensuing as shoppers flocked to stores after Thanksgiving. Another theory links it to retailers using “red” ink to signify losses and “black” ink for profits. In this context, Black Friday represents transitioning from being in the red to being in the Black.

Trends from Black Friday 2022

Although Black Friday Sale is synonymous to in-store shopping, the online transition occurred during the pandemic. The Black Friday Sale 2022 in Philippines, saw shoppers favoring both traditional brick and mortar shops as well as online stores. A statista report shows that nearly 65% of respondents chose to shop Black Friday Deals from physical stores and online, with 21% favoring online e-commerce stores only. With Single’s Day shopping recently over, Black Friday weekend becomes an opportunity to boost repeat purchases. A recent report reveal that Black Friday experienced a 42% growth in online shopping activity with nearly 9% of them being new shoppers.

Why Black Friday Matters in Retail in the Philippines

While Black Friday’s roots may be in the United States, its significance has spread far beyond American borders. One significant reason could be attributed to the increased time spent on social media, averaging nearly four hours. In the Philippines, it has become an eagerly anticipated shopping event. Why does Black Friday matter to retailers and consumers in the Philippines?

  • Discounts and Savings: Black Friday is synonymous with massive discounts and savings, making it the perfect time for shoppers to grab deals and save on purchases.
  • Kickstarting the Holiday Season: In the Philippines, Black Friday signals the start of the holiday shopping season. As Filipinos prepare for Christmas, Black Friday provides an opportunity to secure gifts and essentials at reduced prices.
  • Online Shopping: With the rise of e-commerce, Black Friday has transcended physical stores. Online retailers offer enticing deals, making them accessible to shoppers across the Philippines and nearby countries.
  • Economic Impact: Black Friday also matters to the Philippine retail industry, as it can significantly boost sales and stimulate economic activity.

Preparing for the Black Friday Frenzy

Black Friday is a shopping event that attracts maximum buying activity at a specific time. To prepare effectively, you must understand when this frenzy occurs and what shoppers expect in 2023.

When does the event attract maximum buying activity?

Black Friday in the Philippines traditionally occurs on the Friday following Thanksgiving Day in the United States, which falls on the fourth Thursday of November. It’s typically a 24-hour shopping event, but in recent years, it has extended into the weekend all the way to Cyber Monday, creating a four-day shopping extravaganza.

What gets sold during Black Friday in the Philippines?

Electronics, gadgets, fashion items, home appliances, and beauty products are among the top-selling categories during Black Friday in the Philippines. Shoppers look for deals on items they’ve been eyeing throughout the year.

What are shoppers’ expectations around the sale in 2023?

Shoppers in the Philippines are expecting big discounts on Black Friday in 2023. Many retailers are offering discounts of up to 50% on select items, and some are even offering free shipping. Shoppers are also looking for exclusive deals and early access to sales. They may also anticipate seamless online shopping experiences, easy returns, and exclusive promotions for early birds. 

Inventory Management Strategies

Efficient inventory management is a key component of Black Friday’s success. E-commerce sellers in the Philippines should be able to understand consumer demand, seasonality for the sale. This helps them prepare ahead for the Black Friday Sale by promptly distributing inventory across warehouses, identifying reorder points and stocking adequate SKUs ahead of the sale.To identify what goes on sale, you can utilize forecasting and insights features that come with your e-commerce sales platform or your 3PL tech stacklike Locad. These strategies can help you make data-driven decisions about which products to put up for sale at discounted prices.

Black Friday Sale

E-commerce Essentials Checklist to Meet Demand and Maximize Profits.
Black Friday Unleashed: Your Comprehensive Guide

Crafting Irresistible Black Friday Deals 

To create irresistible Black Friday deals, a well-planned sales strategy is essential. Here’s how to go about it:

1. Identify Your Key Products: Identify the products or services you want to promote. Consider which items have broad appeal, high profit margins, or are in high demand.

2. Pricing Strategy: Decide on your pricing strategy for Black Friday. Determine whether you’ll offer deep discounts, buy-one-get-one deals, or special pricing offers.

3. Competitive Analysis: Research your competitors’ Black Friday offerings. This analysis can help you position your deals more effectively and understand what the market is offering.

4. Promotion Channels: Determine how you’ll promote your Black Friday sales. Will it be through email marketing, social media, paid advertising, or a combination of these channels?

Strategies for Discounting and Pricing

Discounting and pricing strategies are central to crafting irresistible Black Friday deals:

1. Limited-Time Discounts: Consider offering time-limited discounts to create a sense of urgency. For instance, “50% off all electronics for the first 6 hours of Black Friday.”

2. Bundle Deals: Create bundles that offer a package of related products at a lower combined price. For example, “Buy a laptop, get a free software bundle.”

3. Exclusive Early Access: Give your loyal customers early access to Black Friday deals. For example, “VIP members get 24-hour early access to our best deals.”

4. Free Shipping: Offer free shipping on all Black Friday orders, creating an added incentive for shoppers to complete their purchases.

Buy More, Save More: Encourage larger purchases with tiered discounts. For example, “Spend $100, save 10%; spend $200, save 20%.”

Creative Deal Structures and Bundles

Black Friday is an opportunity to get creative with your deals and bundles:

1. Mystery Deals: Offer mystery deals where customers get a surprise discount or gift with their purchase, adding an element of excitement.

2. Product Combos: Bundle products that complement each other. For example, bundle a camera with a protective case or lens cover.

3. Flash Sales: Create flash sales that last only a few hours, with deep discounts on select items, encouraging shoppers to come back to your store and make quick decisions.

4. Gift Cards: Offer gift cards with added value. For example, “Purchase a $100 gift card for only $80.” This ensures that shoppers who couldn’t buy will return later to redeem the gift card value.

By planning your Black Friday sales strategy, employing effective discounting and pricing strategies, and getting creative with deal structures and bundles, you can craft irresistible offers that captivate shoppers and boost your sales during this major shopping event.

Marketing and Promotion

Leveraging the Power of Multichannel Marketing

  • Multichannel marketing is crucial to reaching a broad audience and help you sell to customers with different preferences. 
  • Online Marketplaces: Utilize platforms like Lazada, Shopee or TikTok to list your Black Friday deals.
  • Paid Advertising: Run targeted ads on Google Ads, Facebook Ads, and Instagram Ads to reach potential customers and your brand followers.
  • Mobile Apps: Promote your deals through your mobile app through push notifications.
  • In-Store Promotions: For physical retailers, use in-store promotions and signage to alert shoppers to your online Black Friday offers. This helps when you suffer stockouts for high-demand products.

Email Marketing for Black Friday Success

Email marketing is a powerful tool for reaching your audience. Examples include:

  • Teaser Campaigns: Send teaser emails leading up to Black Friday, providing glimpses of the deals to create anticipation.
  • Exclusive Offers: Offer exclusive deals to your email subscribers, rewarding their loyalty.
  • Abandoned Cart Reminders: Send reminders to customers who’ve abandoned their shopping carts with special Black Friday offers to encourage them to complete their purchases.

The Role of Social Media and Influencers

Social media and influencers play a significant role in Black Friday marketing. Examples include:

  • Influencer Collaborations: Partner with influencers in your niche to promote your deals to their followers.
  • User-Generated Content: Encourage customers who’ve shopped from your store earlier to share their experience on social media using a branded hashtag to generate some buzz.
  • Countdown Posts: Create posts counting down to Black Friday to build anticipation.

Utilizing SEO for Black Friday Visibility

Search engine optimization can boost your visibility in search results. Examples include:

  • Keyword Optimization: Use Black Friday-related keywords in product descriptions and titles; the more relevant it is, the higher the visibility your store will get when shoppers hunt for the best deals
  • Content Creation: Write blog posts and guides about Black Friday to attract organic traffic.
  • Local SEO: If you have physical stores, optimize for local SEO to attract nearby shoppers.

By leveraging multichannel marketing, email marketing, social media and influencer collaborations, and SEO, you can effectively promote your Black Friday deals and increase your visibility to a broader audience. The key is to create a cohesive marketing strategy that combines these channels for maximum impact.

Website Optimization for Black Friday

Website speed and performance are critical on Black Friday. Here’s how to ensure a fast and responsive site:

  • Content Delivery Networks (CDNs): Implement a CDN to distribute content across multiple servers, reducing load times for visitors from various locations.
  • Image Compression: Compress images to minimize file sizes and improve page load speed.
  • Caching: Use browser and server caching to store data locally, reducing the need for repetitive data retrieval.
  • Load Testing: Perform load testing to ensure your website can handle the increased traffic on Black Friday.

Mobile Optimization for Seamless Shopping

Mobile optimization is essential as most shoppers in the Philippines opt to check their carts out on their mobile devices instead of desktops.

  • Responsive Design: Ensure your website is responsive, adjusting to various screen sizes and devices.
  • Mobile Payment Options: Offer mobile payment methods like Apple Pay and Google Pay for quick and secure transactions.
  • User-Friendly Navigation: Simplify the mobile shopping experience with intuitive navigation and search functions.
  • Mobile-First Testing: Test your website on various mobile devices to guarantee smooth functionality.

Conversion Rate Optimization (CRO) Techniques

Enhance your website’s ability to convert visitors into customers:

  • Clear Calls to Action (CTAs): Use compelling and clear CTAs that guide visitors toward making a purchase.
  • Streamlined Checkout Process: Simplify the process, requiring as few steps as possible.
  • Trust Signals: Display trust signals, such as security badges, customer reviews, and return policies, to build trust with shoppers.
  • A/B Testing: Perform A/B testing on elements like headlines, images, and CTA buttons to determine what drives better conversions.

By optimizing your website for speed and performance, ensuring a seamless mobile shopping experience, and implementing conversion rate optimization techniques, you can provide a hassle-free and efficient shopping experience for your customers during the Black Friday rush.

Customer Experience on Black Friday

Black Friday brings a surge in customer inquiries. Here’s how to manage them effectively:

  • Customer Support Team: Increase your customer support team’s capacity to handle the influx of inquiries. Ensure they are well-trained and equipped to provide quick and accurate responses.
  • Self-Service Options: Offer self-service options, such as FAQs and chatbots, to help customers find answers to common questions without contacting support.
  • Multichannel Support: Provide support through various channels, including email, phone, live chat, and social media, to accommodate different customer preferences.

Personalization for a Tailored Shopping Experience

Personalization enhances the shopping experience. Here’s how to implement it:

  • Recommendation Engines: Use recommendation engines that analyze customer behaviour and suggest relevant products. Display personalized recommendations on product pages and during checkout to increase the average cart order value during the Black Friday Sale.
  • Personalized Emails: Send personalized email offers based on a customer’s browsing history, engagement on your store, and purchase behaviour. Personalized subject lines and content can boost engagement.
  • Targeted Marketing Campaigns: Create targeted marketing campaigns that segment customers based on demographics, preferences, and buying history.

Managing Returns and Refunds Efficiently

Efficient returns and refunds are crucial for customer satisfaction:

  • Clear Return Policies: Have a clear and concise return policy on your website. Make sure customers know how to initiate returns and the timeline for refunds.
  • Return Labels: Include return labels in shipments to simplify the return process. Clear instructions should accompany these labels.
  • Quick Refunds: Process refunds promptly once items are returned. A quick turnaround time can leave a positive impression on customers.

By handling high volumes of inquiries, personalizing the shopping experience, and managing returns and refunds efficiently, you can ensure a positive customer experience on Black Friday, leading to customer loyalty and repeat business.

Cybersecurity and Black Friday

Increased discounts, high-value sales and an influx of shoppers is a perfect opportunity for rising cyber crimes. According to a report by a reputed cybersecurity firm, threats leading up to the Black Friday Sale 2022 increased by 95%. Protecting customer data should be paramount during theBlack Friday Sale:

  • Data Encryption: Ensure all customer data, including payment information, is encrypted during transmission and storage.
  • Regular Security Audits: Conduct regular security audits and vulnerability assessments to identify and address potential weaknesses in your systems.
  • User Authentication: Implement robust user authentication processes to prevent unauthorized access to customer accounts.

Protecting Against Phishing and Fraud

Black Friday is a prime target for cybercriminals. Here’s how to protect against phishing and fraud:

  • Customer Education: Educate your customers about recognizing phishing attempts and verifying the legitimacy of offers and emails.
  • Email Authentication: Implement protocols like SPF, DKIM, and DMARC to prevent email spoofing and phishing attacks.
  • Monitoring Suspicious Activity: Continuously monitor and analyze for suspicious activity, both on your website and in your email communications.

Ensuring Secure Payment Processing

Secure payment processing is vital to maintaining customer trust:

  • PCI Compliance: Ensure your payment processing systems are Payment Card Industry Data Security Standard (PCI DSS) compliant.
  • Tokenization: Use tokenization to replace sensitive payment data with tokens, reducing the risk of data breaches.
  • Secure Payment Gateways: Work with reputable and secure payment gateways that prioritize transaction security.

Global and Regional Insights

Understanding the regional preferences and shopping habits of Filippino shoppers is crucial for tailoring your Black Friday strategies:

  • Localized Promotions: Adapt your promotions to cater to specific regional preferences. For example, in some regions, fashion and beauty products may be more popular, while in others, electronics might dominate.
  • Preferred Shopping Channels: Identify the preferred shopping channels in different regions. Some areas might lean more towards online shopping, while others may still heavily favour physical stores and some prefer shopping on social media platforms through live streaming.
  • Shopping Traditions: Research any regional shopping traditions or practices affecting Black Friday sales. Knowledge of these traditions can help you align your strategies.

Expanding Black Friday Success Worldwide

Black Friday’s success isn’t limited to a single country. Here’s how to expand your Black Friday success worldwide:

  • Market Research: Research international markets to identify regions with high potential for Black Friday success. Look for areas with a strong e-commerce presence and a willingness to embrace the shopping event.
  • Localized Marketing: Tailor your marketing and promotional strategies to each target market, considering cultural nuances and preferences.
  • Shipping and Logistics: Develop an international strategy to ensure efficient delivery to customers in different regions. This starts right from choosing to store inventory in close proximity to your customer base, decentralizing inventory for quick shipping and fulfillment timelines across the Philippines and expertise in cross-border fulfillment and intenational shipping.
  • Customer Support: Offer multilingual customer support to assist international customers effectively.

By delving into regional preferences and shopping habits and strategically expanding your Black Friday success worldwide, you can tap into new markets and seize the global opportunities this shopping event presents.

Post Black Friday Sale Activities That Sellers Need To Implement For The Upcoming 2023 Holiday Sales

After the frenzy of Black Friday, successful sellers know that the work isn’t over. Implementing post-Black Friday activities can set the stage for continued success during the holiday season. Here’s what you need to do:

1. Assess Performance: Conduct a thorough analysis of your Black Friday performance. Review key metrics, sales data, and customer feedback to understand what worked and what didn’t.

2. Restocking and Inventory Management: Evaluate your inventory levels and ensure you’re adequately stocked for the upcoming holiday sales. Restock popular items and discontinue slow-moving ones.

3. Email Follow-ups: Reach out to Black Friday customers with follow-up emails. Thank them for their purchases and provide information about upcoming holiday deals and promotions.

4. Holiday Content: Update your website and marketing materials with holiday-themed content. Create gift guides, festive product listings, and content that aligns with the holiday spirit.

5. Festive Promotions: Plan and promote holiday-specific sales, events, and offers. Consider running special promotions for events like Christmas, Hanukkah, or New Year’s.

6. Gift Cards: Promote the sale of gift cards as convenient and flexible gifts for the holiday season. Encourage customers to purchase and gift them to loved ones.

7. Customer Appreciation: Show appreciation to loyal customers by offering exclusive discounts, early access to sales, or rewards for their continued support.

8. Cross-Promotions: Collaborate with complementary brands or products for cross-promotional efforts during the holiday season.

9. Return of Best-Sellers: If certain products performed exceptionally well on Black Friday, highlight and promote them for the upcoming holiday sales.

10. Fulfillment and Shipping Optimization: Fine-tune your fulfilment and shipping processes to ensure timely deliveries during the holiday season. Communicate clear shipping cutoff dates to customers.

11. Holiday Customer Support: Expand your customer support team to handle increased inquiries during the holiday rush. Ensure your support staff is well-prepared to address customer needs.

12. Data Analysis: Continue to analyze data and gather insights throughout the holiday season to make real-time adjustments to your strategies.


As the Black Friday curtain falls, the stage is set for the holiday season. With smart planning, impeccable execution, and customer-centric strategies, Black Friday becomes a springboard for your ongoing success. 

The holiday spirit extends beyond this day, and by mastering the art of Black Friday, you’re primed for a season of prosperity. So, gear up for the holiday shopping journey has just begun.

Experience fulfillment by Locad today!

Where is the best place to buy Black Friday deals?

The best place to buy Black Friday deals depends on your shopping preferences; it could be retailers like Shopify, Shopee, Lazada or specific stores that align with your interests

How long do Black Friday sales last?

Black Friday sales typically last 24 hours, but many retailers extend their promotions into the weekend and include Cyber Monday deals.

Why is it called Black Friday?

Black Friday is called so due to its historical association with businesses moving from the “red” (losses) to the “black” (profits) on that day.

How do you attract customers to Black Friday?

Attracting customers to Black Friday involves strategic marketing, enticing discounts, early promotions, and leveraging various marketing channels.

What are the benefits of Black Friday for consumers?

The benefits of Black Friday for consumers include substantial savings, the opportunity to buy holiday gifts at lower prices, exclusive deals, and a jumpstart on holiday shopping.

Experience fulfillment by LOCAD

Grow your business through Locad’s simplified and automated fulfillment solution

  • Unlimited and scaleable warehousing
  • Pay only for what you store
  • No hidden fees or lock-in periods
  • Zero inbound costs
  • Wide integration with marketplaces
  • Automated logistics and delivery
Get the latest e-commerce industry news, best practices, and product updates!

Don't miss out on the latest news!

Get the latest industry news, best practices, and product updates!

Exclusive benefits to ace your e-commerce game this 2023 with Locad’s desk calendar!