Prepare Your eCommerce for Black Friday
Black Friday has become a shopping tradition in Poland, attracting significant consumer attention. For eCommerce businesses, it’s a…
Written by
Krzysztof Stola
Published in
27-11-2024
Black Friday has become a shopping tradition in Poland, attracting significant consumer attention. For eCommerce businesses, it’s a unique opportunity to boost sales by offering appealing prices and tailored promotions during the shopping frenzy, which often lasts over a week. Comparing prices and hunting for deals has almost become a national sport.
Black Friday Facts:
- Celebrated in the U.S. for over 50 years.
- Followed by Cyber Monday with more discounts.
- In 2019, average discounts reached 4%, compared to 3.5% in 2018 (Deloitte 2019).
- 3 out of 4 Poles participated in Black Friday 2019 (Deloitte 2019).
- Popular categories included small appliances, cosmetics, games, and consoles. The biggest discounts were on video games.

The rise in sales during Black Friday highlights the importance of personalized advertising, which maximizes ROI. It’s also a great opportunity to enhance brand recognition and drive Christmas season sales. Preparing your online store effectively for Black Friday is crucial to capitalizing on this peak shopping period.
Best Practices for eCommerce
Optimize Product Pages

- Ensure product descriptions and categories are clear and functional.
- Highlight product prices prominently.
- Use high-quality images to make products visually appealing.
- Craft descriptive product names that improve searchability in search engines and price comparison sites.
Streamline Your Homepage
- Make navigation intuitive to help customers quickly find key products or categories.
- Direct users to specific sections of your store to shorten the purchase process.
- Follow the “three-click rule” to reduce the steps from landing to checkout.
- Conduct an audit to ensure your store’s effectiveness and functionality.
Focus on Promotions
- Identify key products and plan your discount strategy.
- Popular approaches include 20%, 40%, or 50% off select items or the entire inventory.
- Offer free shipping to attract deal hunters.
- Use banners and social media platforms (like Facebook and Instagram) to spread the word.
- Notify your subscribers with emails leading up to the event to ensure they’re aware of the upcoming deals.
Test Your Website
- Verify the checkout process to ensure a smooth user experience.
- Check server capacity to handle increased traffic.
- Optimize load times and consider a creative “404 error” page to engage users if issues arise.
After Black Friday: Sustaining Sales Growth
Post-Black Friday is another opportunity for sales growth, especially as physical stores face restrictions or closures. Retain new customers by inviting them back with exclusive discounts or promo codes, which can be particularly effective during the Christmas shopping season.