How to prepare your store for Black Friday 2025: key strategies for retailers

Black Friday has evolved from a single frenzied day to a multi‑week buying season that drives holiday revenue. In 2024 it generated record online sales and set the stage for an even bigger 2025. While analysts forecast a modest slowdown in overall holiday‑season growth, e‑commerce continues to surge and shoppers are starting earlier, buying across channels and experimenting with newer payment methods. Retailers who plan ahead can capture this demand without sacrificing profit.

• Start early and mix channels. A significant share of shoppers want promotions before November, and they expect to hear from brands via email, websites, social media and mobile messaging.

• Balance online and in‑store experiences. About half of consumers shop online while roughly a third blend online and brick‑and‑mortar. Many still visit stores to check quality. Offering buy‑online‑pick‑up‑in‑store (BOPIS) accommodates both preferences.

• Forecast demand and secure inventory. Many shoppers use Black Friday to stock up on everyday items. Analyse past data, order early and consider flexible warehousing or drop‑shipping.

• Layer promotions thoughtfully. Tiered discounts, flash sales and bundles outperform blanket markdowns. Be transparent, shoppers are wary of inflated deals.

• Prioritise service and loyalty. More than half of customers prefer customer support via email, while only a small minority trust bots. Quick order confirmations and flexible returns turn first‑time buyers into repeat customers.

Consumer habits are changing. Surveys reveal that roughly half of shoppers prefer online purchases, a third mix online and in‑store, and crowds and long lines remain a top concern. Many bargain hunters support advancing Black Friday deals, and social networks play a growing role in discovering offers. Trust remains fragile, so honesty about pricing and availability is essential.

Global research shows that shoppers want brands to communicate across multiple channels and that a large portion expect promotions to begin by late October. Buyers also value transactional immediacy: they want order confirmations and shipping updates within minutes. Personalisation still matters but consumers are increasingly sensitive to intrusive targeting, so retailers should use data wisely and respect privacy.

Accurate demand forecasts help you avoid both stockouts and excess inventory. Analyse past Black Friday and holiday data to identify which categories, electronics, fashion, toys or home goods, drive your sales. Remember that many shoppers use the event to stock up on essentials like toiletries and pantry items. Secure additional inventory from suppliers early and explore drop‑shipping partnerships to expand capacity. Renting extra warehouse space or partnering with third‑party logistics (3PL) providers can ease pressure on your own facilities.

Fulfilment options should match modern shopping habits. BOPIS is growing rapidly, yet fewer than half of U.S. retailers offer it. Adding curbside pick‑up or lockers can reduce shipping costs and attract busy shoppers. Streamline your returns process with digital portals and free return labels; clear policies build trust and encourage repeat purchases. Hire and train seasonal staff to handle fulfilment surges and customer service.

As a print‑on‑demand business, you can gain extra agility during peak season. Instead of stocking hundreds of pre‑printed items, create holiday‑themed products on demand. Gelato’s global printing network lets you offer customised apparel, accessories and décor without the risk of unsold inventory. When customers place orders, items are printed locally and shipped quickly, reducing your upfront costs and carbon footprint. Print‑on‑demand also allows you to test limited‑edition designs or partner with influencers to create exclusive collections for Black Friday.

Finally, ready your website and payment systems. Mobile traffic now accounts for more than half of online purchases, and buy‑now‑pay‑later (BNPL) is popular with younger shoppers. Invest in mobile‑friendly design, fast checkout and robust hosting. Offer multiple payment options, including BNPL, digital wallets and traditional cards, to reduce cart abandonment.

Launch early, multichannel campaigns

People are hunting for deals well before Black Friday. Build anticipation by sending teaser emails and social posts in October, then follow up with segmented campaigns for loyal customers and new prospects. Email remains the most trusted channel, but SMS and social ads can deliver timely reminders. Coordinate messaging so customers don’t feel bombarded.

Layer discounts and personalise carefully

Avoid across‑the‑board price cuts. Tiered discounts encourage larger orders, while flash sales and bundles create urgency. Loyalty bonuses or gamified offers (e.g., spin‑to‑win discounts) can generate excitement. Personalisation still boosts open rates but consumers are wary; use purchase history or browsing behaviour to suggest relevant items and always give users control over how their data is used.

For print‑on‑demand sellers, limited‑run designs and seasonal bundles provide built‑in scarcity. Promote special edition products that celebrate holiday themes or trending pop‑culture references. Because you don’t carry inventory, you can iterate quickly based on early sales feedback.

Leverage social media and influencers

Many shoppers rely on social networks to discover Black Friday offers. Share behind‑the‑scenes content, unboxings and limited‑time codes. Partner with niche influencers who resonate with your audience, and encourage user‑generated content through contests or giveaways. Authenticity matters more than follower counts. Collaborating with designers or creators on unique print‑on‑demand designs can also elevate your brand.

Deliver exceptional service and build loyalty

Heavy discounts attract first‑time buyers, but service keeps them. Customers prefer email support and human‑run chat, and only a small percentage like chatbots. Provide quick confirmations, proactive shipping updates and multiple support channels. Make returns easy; generous policies encourage shoppers to try new brands.

After Black Friday, nurture relationships with personalised recommendations, loyalty programmes or exclusive previews. Print‑on‑demand businesses can keep interest high by launching new designs throughout the season and rewarding repeat customers with early access or special pricing.

When should I start planning for Black Friday promotions? Begin developing your strategy at least a month in advance, with teaser campaigns launching in October to build anticipation.

How can small retailers compete with big brands? Focus on targeted offers, exceptional service and personalised experiences. Leveraging local production through print‑on‑demand can also help you stay nimble and stand out.

What is BOPIS and why is it important? Buy‑online‑pick‑up‑in‑store (BOPIS) lets customers order online and collect their purchases locally. It bridges the gap between e‑commerce and brick‑and‑mortar shopping, offering convenience and reducing shipping costs.

How does print‑on‑demand help during Black Friday? POD removes inventory risk by producing items only when they’re ordered. You can launch limited designs quickly, test new products and rely on Gelato’s network to print and ship locally for faster delivery.

How can I ensure my website handles increased traffic? Invest in a mobile‑optimised site with fast checkout and scalable hosting. Test your store before the event to identify and fix potential bottlenecks.