9 experts share their best Black Friday and Cyber Monday 2021 tips

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Black Friday and Cyber Monday are essential dates in the calendar for any brand. No matter whether you’re an ecommerce or SAAS, it’s crucial to make sure that you make the most of these popular shopping dates. Our experts share their best tips to make the most out of it.

During Black Friday and Cyber Monday, you’ll no doubt see an increase in visitors to your website as shoppers search for your special deals. That can be very exciting! But it can be equally as disappointing when you see that, on average, 70% of those visitors will leave without taking any action.

So how can you get more of those visitors to stay on your site and eventually buy? You’ve worked too hard to just let them go without making an extra effort to get them to stay.

Angie Meeker OptinMonster

Personalize your offers. Are you planning on running a sale offering a certain % off, a BOGO or something similar? Use that same offer but personalize it to the content or product your visitor is most interested in. For example, if they’re viewing the dresses collection on your store, show an offer for 20% off dresses rather than a generic 20% offer. If they’re viewing shoes, show an offer for 20% off shoes. You can still show the generic offer on generic pages of your site like your homepage or about page, but anywhere you can, personalize the offer.

Angie Meeker, Director of Operations, OptinMonster

Robin Brown CEO Vivipins

You can offer discounts and coupon codes on your website, email mailing list, social media channels (Facebook/Twitter), newsletters, blog posts, or with direct customer service during this high-revenue shopping season. Set up discounted gift card deals too for those customers who like to redeem their rewards after Black Friday/Cyber Monday.

Robin Brown, CEO at VIVIPINS

Gerrid Smith Joy Organics

Trying to compete with big-box stores’ aggressive discounts will eat into your profit margins. Rather than thriving to match the prices and discounts of retail giants, level the playing field by concentrating on your strengths. Instead of competing head-to-head with a deep discounter, smaller merchants should focus on their capabilities. Customers prefer to buy in smaller stores because it is more enjoyable and convenient; the proprietors are familiar with them, and the customized service is unparalleled. Prices are sometimes lower there as well, but that isn’t the major reason people go there.

When planning for Black Friday and Cyber Monday, keep this knowledge in mind. Recognize your assets and put them to work attracting and delighting customers. For example, if you’re a local shop with strong customer relationships, throw a unique event at your store. Invite your most valuable clients, spread up the red carpet, and shower them with attention. It allows customers to take a break from the hustle and bustle of big-box businesses.

Gerrid Smith, CMO, Joy Organics

Thomas van der Kleij Tapfiliate

Focus on running influencer and affiliate campaigns. Make sure you start planning now, know who you’re working with, and what they need. Keep all of the plans in one place, so it’s easy to access for other staff members. Look at which campaignas worked previously and how you can utilize that to create success this year.

Once each campaign is over, track your campaign results to optimize for the future.

Thomas Van Der Kleij, Tapfiliate

Digital Olympus

One of the most useful things you can do as a part of your preparation process for Black Friday/Cyber Monday is understanding the thought process of online shoppers. Yes, that sounds complicated, but what you really need to do is conduct some research. Make sure you know trends and relevant keywords/phrases that can be helpful in your case. Here are a couple of aspects to keep in mind:

Google Trends and Google Suggest are good starting points. These features will help you explore popular queries and gain an understanding of search intent for users interested in your sphere during the Black Friday/Cyber Monday period.

Don’t forget: when looking for gift ideas, it is common to include ‘best’ and ‘top’ in the beginning of a search query.

Consider creating gift guides. People tend to struggle with coming up with fresh ideas when it comes to choosing presents, so why not help them out? Whether it be a blog post on your website or a guest post somewhere else, you are killing two birds with one stone: helping your target audience make a decision, and boost your website/sales.

Anastasiia Potashina, Community Manager at Digital Olympus


Make sure your website is optimized for mobile. You don’t want potential customers to be deterred by a slow loading or unresponsive site, so it’s important that you take the time now to make any necessary changes.

Be sure that you’re promoting your sale at the right times and through multiple channels, like email newsletters or social media posts. You’ll want to be sure that as many potential customers are aware of your Black Friday and Cyber Monday deals so they don’t miss out.

Once the storm of orders has passed, you’ll want to make sure that your products are delivered as quickly and efficiently as possible. You can also use these days to offer late-arriving gifts or discounts on future purchases for those who ordered too late.

Brian Lim, Founder and CEO, INTO THE AM

Denise Instasize

Your customers already know what’s coming. Every brand will be on sale and the only way to stand out aside from dropping massive discounts is through unique content. Thankfully, social media apps like Instagram make it easy for brands to create content that’s not only visually stunning but also engaging.

Make use of Instagram Stories interactive stickers to get the pulse of your audience. If possible, let them decide which of your items will go on sale using the poll stickers. This way, they’ll feel part of the decision-making and will consciously look for your brand during the day of the sale.

You can also use countdown stickers to hype up flash sales and remind your customers to check back during specific hours.

Remember: social media is a conversation and your customers want to be heard!

Denise Langenegger, Team Lead, Instasize

Yottaa Bob Buffone

The best tip for Black Friday and Cyber Monday in 2021 is to forget about the traditional Cyber Five and focus instead on preparing for the entire holiday season. Whether it’s due to a global shipping crisis and labor shortages, early promotions like Amazon’s “Black Friday-worthy deals,” or COVID-19 related changes in consumer behavior, holiday shopping will start earlier this year and last longer than in years past.

Retailers must prepare NOW to achieve success during the holidays and into 2022. For eCommerce brands, this means solving any site performance issues to ensure customers have a fast and consistent online shopping experience every time they visit your site throughout the season. Retailers can’t rely on quick fixes this year, like virtual waiting rooms or online queues, as surges in online traffic will likely be unpredictable. Additionally, with many retailers adjusting their strategies to stand out from the typical Cyber Five competition, brands need to have confidence th

Bob Buffone, Co-founder and CTO at YOTTA

Galacticfed Matthew
Ranking valuable keywords are essential for your company’s online presence, and the stakes grow higher when thousands of customers are online, looking for where to spend their money. In-depth keyword research gives your Black Friday marketing strategy an edge. The principles of keyword research remain the same for BF/CM, so high relevance, low competition, and high search volume is still the best target.

It is best to target keywords in advance, so you can land on the top of the SERP to outrank your competitors. Plus, ranking for relevant keywords takes time, so do your research and launch your campaign early on for greater chances of reaching the top of the search results page. Early research also helps you allocate resources more effectively.

Additionally, previous studies show that four to five-word phrases receive higher search volume than two-word phrases. Long-tail keywords deliver more conversions since buyers mid-way into the purchasing funnel will type longer and more specific keywords to find the best buy.

Maximize tools like Google Trends for determining changes and developments in seasonal keywords through past and real-time data. Put keywords in crucial areas like the page title, URL, and Alt-tags on images. An optimized keyword strategy will help your site stay relevant long after the holiday season.

Matthew Don Abamonga,SEO Manager, Galacticfed.com

Get ready and Go!

We hope these tips are useful for your Thanksgiving sales. Check out this eCommerce guide to Black Friday and Cyber Monday.

Ashley Howe

I’m the content strategist here at Tapfiliate. Living in Amsterdam, I like reading books, travel and ramen. You can find me on LinkedIn or Twitter..

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