Black Friday and Cyber Monday are expected to generate over US$ 80 billion in global online sales in 2025, up from US$ 74.4 billion in 2024. These two days can account for nearly 9% of all holiday retail sales, with growth rates more than doubling those of the broader holiday season.
What this means is clear: when your systems are not ready, you don’t just miss sales, you risk letting the wave crash without you on the board.
In this guide we will walk you through nine Black Friday e‑commerce strategies you should implement now:
1. Perfect Your Product Pages for Conversion
Your product page is where decisions are made.
Before launching any Black Friday campaigns, ensure each product page is polished and persuasive.
Focus on these essentials:
-
Fix outdated or incomplete product details (e.g. missing specs, sizing info or features).
-
Write compelling descriptions tailored to the buyer’s intent: informative, benefit-driven, and conversion‑focused.
-
Optimise copy for SEO to surface in holiday and gift‑related searches.
-
Incorporate social proof: reviews, testimonials and user‑generated content (UGC) build trust.
-
Use high-impact visuals like lifestyle photography, 360° views and short-form product videos.
💡 Pro tip: For teams managing hundreds (or thousands) of SKUs, identifying and updating content manually is unsustainable. That’s where PIM systems come in, we’ll cover that in more detail next.
DOWNLOAD FREE E-BOOK
The Only PIM Guide You’ll Ever Need
Packed with clear explanations, real examples, and practical advice, this guide shows how to manage product data efficiently.
2. Optimise Product Data with PIM
Now that your product pages are customer-ready, it’s time to scale operations behind the scenes.
A modern Product Information Management (PIM) system like Bluestone PIM helps you:
-
Centralise product data from all teams and sources.
-
Clean and enrich content in bulk, ensuring consistency across SKUs.
-
Distribute data to every channel (marketplaces, POS systems, apps and print) from one source of truth.
-
Automate seasonal updates, like Black Friday pricing or bundle offers, without touching a spreadsheet.
-
Schedule time-sensitive content to go live precisely when your campaign starts.
🎥 Watch this video to see how Bluestone PIM handles bulk edits and automation:
With Bluestone PIM’s API‑first architecture, you gain full control over how and when product data appears, ensuring your Black Friday operations are not just creative, but technically bulletproof.
3. Keep Assets in Sync with Integrated DAM
A PIM that comes with a built‑in Digital Asset Management (DAM) system ensures your product data and media assets always travel together.
No more mismatched photos, broken links or version confusion when uploading campaign banners or new product images.
An integrated DAM allows your teams to:
- Store, tag and update product images, videos and PDFs directly in the PIM.
- Automatically link assets to the right products and channels.
- Replace outdated visuals globally without manual storefront intervention.
This means every new campaign image or promotional video is instantly available where it matters most: your e‑commerce site, marketplaces and digital ads.
💡 Pro Tip: Before Black Friday, audit your assets. Ensure all hero shots, lifestyle photos and videos are updated, compressed and ready for high‑speed delivery.
4. Deliver Lightning-Fast Experiences with CDN in DAM
Your product images are your storefront, and on Black Friday, speed is everything.
A Content Delivery Network (CDN) built into your DAM ensures that images, videos and other product assets load instantly, no matter where your customers are or how much traffic your site experiences.
In Bluestone PIM’s DAM, the CDN feature automatically caches your assets closer to end users. This reduces latency, server strain and bandwidth costs.
Under normal circumstances the cost savings on Total Cost of Ownership (TCO) may be modest.
But during high‑demand events such as Black Friday and Cyber Monday, the difference is dramatic. When thousands of shoppers browse the same products simultaneously, the CDN prevents your servers from being overloaded.
Rather than sending every request to your backend, assets are delivered from nearby cache locations. This speeds up load times, prevents crashes, and can save thousands in data and infrastructure costs.
For any retailer scaling up for peak traffic, a CDN‑enabled DAM is a survival tool for Black Friday.
5. Create a Gift Guide to Inspire Shoppers
Many Black Friday shoppers are already buying Christmas gifts.
A well‑structured gift guide can help them decide faster and showcase your best offers.
How to create it:
- Segment by persona or intent (e.g., “For tech lovers”, “For homebodies”).
- Highlight trending products, popular categories or price ranges.
- Add lifestyle images or quick videos for a richer experience.
💡 Pro tip: Partner with suppliers or complementary brands to co‑create your gift guide and extend your reach.
🕒 Last‑minute idea: Use Canva or a similar tool to create a visual gift collage. Share it via social media or email instead of building a full landing page.
6. Start Early Or Stay Late
Timing is everything, and in 2025 it is data‑driven.
Research shows that two‑thirds of consumers start holiday shopping before Black Friday, while about a quarter wait for December “last‑chance” deals (McKinsey, 2025).
To maximise sales, e‑commerce managers need a two‑speed strategy: engage early buyers and re‑engage late shoppers.
Start Early: Secure the Advantage
Launching campaigns early helps you reach shoppers before inboxes overflow.
Connect your PIM with inventory data so stock updates automatically across all channels.
Prepare and approve campaign visuals in your integrated DAM ahead of time to ensure a smooth rollout.
💡 Pro tip: Automate your Black Friday data flow with PIM workflows for precise scheduling and less manual work.
The early-bird Black Friday campaign on Kohl's website
Stay Late: Keep the Momentum
Many customers hold off until after Cyber Monday, expecting follow‑up offers or personalised deals. Analyse your analytics dashboard to find products with high views but low conversions; use them in second‑wave offers.
🕒 Last‑minute idea: Reactivate old promo codes for loyal shoppers. A simple message such as “Your deal is back for 24 hours” can recover up to 10–15 % of lost Black Friday sales (Drive Research, 2025).
7. Redefine the Day and Build Your Own Tradition
Stand out by giving your Black Friday campaign a purpose. IKEA’s Green Friday buy‑back campaign is a great example of turning consumerism into sustainability.
You can:
- Donate a percentage of sales to a cause.
- Promote eco‑friendly or refurbished products.
- Run a “Buy One, Gift One” campaign to give back to the community.
💡 Pro tip: Highlight sustainable items in your PIM catalogue with custom attributes (e.g., “eco‑certified”, “made from recycled materials”).
8. Plan Personalised Email Campaigns
Email marketing continues to be one of the strongest sales drivers during Black Friday.
Start your campaign early with teaser emails to warm up subscribers and build anticipation.
Use countdown timers and time‑limited subject lines to create urgency as the sale approaches.
Reward your most loyal customers with early access, VIP discounts or exclusive product bundles that make them feel recognised.
🕒 Last‑minute idea: Repurpose the best‑performing email from a past campaign by updating the subject line and visuals. If it worked once, it will likely convert again when refreshed with new creative assets.
9. Use the Power of Omnichannel
According to Omnisend, brands that use three or more connected marketing channels achieve 494 % higher order rates than those using a single channel.
For e‑commerce managers, the key is data consistency and brand cohesion. Customers should see the same pricing, product details and visuals no matter where they shop.
An integrated PIM and DAM setup makes this possible by ensuring all content (product data, images, videos and documents) flows from one central source of truth. This also simplifies localisation and channel‑specific adjustments while maintaining brand integrity.
💡 Pro tip: Use your integrated DAM to publish channel‑optimised images and videos automatically, and your PIM to push product updates in real time to marketplaces, POS systems and digital ads. This creates a unified brand experience across every customer touchpoint.
🕒 Last‑minute idea: Launch a quick campaign across search and your key social channels. Make it clear in both the copy and visuals that it’s a Black Friday special. Urgency and clarity will drive clicks.
Sephora omnichannel retail marketing on holiday sales
Have a great Black Friday! But don’t ease up too much, there are plenty more holidays still to come :)
Get Ready for Your Best Black Friday Yet
Black Friday and Cyber Monday are no longer about running flash discounts, they’re about running smarter.
To stand out, your marketing creativity must be backed by a tech stack that scales: clean product data, consistent assets, lightning-fast delivery, and intelligent automation.
That’s where Bluestone PIM comes in.
As the API-first, composable Product Information Management platform, it gives e-commerce teams full control over product content, media, and data distribution across every channel, all in one place.
