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The Ultimate Black Friday Marketing Checklist for 2024: 10 Quick Tips For Health & Wellness Brands

Writer's picture: RCC | BerenikaRCC | Berenika

Updated: Oct 27, 2024


The Ultimate Black Friday Marketing Checklist for 2024: 10 Quick Tips For Health & Wellness Brands

Black Friday is one of the most important shopping days of the year, and if you're a health and wellness brand that wants to make the most of this sales chance, it's a great idea to start planning early. Even though there is a lot of competition, you can still make your business stand out, get more people, and make the most of this sales chance. Here's an integrated list of 10 tips you need to get your 2024 Black Friday marketing ready!


 

Table of Contents



#1 Start Planning Early

When time is limited, setting priorities is very important. To help you plan, here are some quick tips to prepare for Black Friday:


  • Coming up with Black Friday Deals: Immediately put the finishing touches on your most important deals. Choose whether you want to offer bundles, exclusive products, or percentage discounts. If you're a wellness brand, for example, put together exclusive bundles of your best-selling products, like a "Mindfulness Kit" or a "Winter Wellness Pack," and offer big discounts on these packages.


Black Friday Wellness Brand Bundle Everist
Black Friday Bundle - Everist

  • Marketing Channels: Focus on channels that have a lot of activity already. If Instagram and email are bringing in the most revenue, it may be wise to focus on those two channels instead of trying out new ones unless you have a very long-term plan focusing on specific channels. For instance, if you're a yoga school you might use Instagram to share special Black Friday deals on class packages, and if you own a spa, then you might use email newsletters to tell its followers about "Black Friday Escape Packages."


  • Creative Assets: Start making graphics and writing captions a long time before Black Friday. Make sure they fit with the tone of your business and make the benefits of your deals stand out. For a more relaxing and self-care-oriented experience, use high-quality photographs that portray peaceful environments, tranquil products, or satisfied clients.


Black Friday promo ideas for a wellness resort - marketing tips

Tip: Keep things in order with project management apps like Asana or Trello. Make a schedule that prioritizes high-priority tasks so that nothing falls through the gaps.


#2 Understand Your Audience’s Needs

Knowing what your customers want is critical. Health and wellness shoppers often have specific preferences, so tailor your offers to their needs.


  • Segment Your Audience: Segment your email list based on past purchases and interests. For example, if your data shows some customers primarily buy stress-relief products, create a special "Stress-Free Kit" just for them. If you're a fitness brand you might want to segment your audience into gym-goers and home fitness enthusiasts, offering each group tailored deals, such as “Home Workout Essentials” or discounts on gym equipment.


  • Personalized Messaging: Use language that speaks directly to your customers’ desires. Phrases like “Boost Your Immunity This Winter” or “Pamper Yourself with Our Self-Care Deals” can catch their attention. A wellness resort might appeal to busy professionals with, “Unwind at Our Retreat - Special Black Friday Rates.”


Example: L'Occitane, a high-end cosmetics brand, did a great job with their Black Friday marketing by advertising goods based on what each customer had been looking or what they had left in their shopping cart (abandoned shopping cart). When a customer showed interest in a product but didn't buy it, that product would be promoted in their email along with a countdown timer that showed how many days were left in the sale.


Movable Ink says that this personalized approach along with a sense of urgency led to an 80% rise in click-through rates. This shows how powerful it is to make deals that are relevant to the interests of the customer.





Tip: Review your past Black Friday sales data to see which products performed best. You can use this insight to shape your current offers and campaigns.



#3 Optimize Your Website for Traffic and Speed

A surge in traffic can slow down your site, leading to lost sales. Ensure your e-commerce platform is prepared.


  • Run Speed Tests: Use tools like Google PageSpeed Insights and GTmetrix to analyze your site’s speed. The website should look good and be easy to use on a phone. More than half of Black friday shoppers are likely to use their phones, so making sure your website works well on phones should be very high on your list of things to do.


  • Simplified Checkout Process: Reduce the number of steps needed to complete a purchase. Include guest checkout options and multiple payment methods (like PayPal, Apple Pay, and Google Pay).


Tip: Accelerated Mobile Pages (AMP) can help mobile pages load faster. Use different devices to test your checkout process to make sure it works on all of them.


#4 Create Irresistible Offers and Bundles

Black Friday Shoppers are looking for deals that feel like a steal. Some of your potential customers wait for Black Friday the entire year and have a big budget to spend when Black Friday / Cyber Monday comes along! Make your offers enticing and valuable.


Specific Offer Ideas:


  • Bundle Deals: Package complementary products together (e.g., “Wellness Starter Kit” including vitamins, teas, and a facial mask) at a discounted price. This encourages customers to try multiple products. A wellness hotel could create a “Weekend Wellness Package” including accommodation, spa treatments, and meals.


  • Exclusive Black Friday Products: Release a brand-new or limited-edition product that will only be available on Black Friday. Making things more exciting and pressing is important. Think about it this way: if you run a yoga school, you might only sell yoga mats with a special pattern on Black Friday weekend.


  • Buy One, Get One Free (BOGO): This classic deal works great for items like supplements, where customers are likely to stock up. For a wellness resort, you could try “Buy a Spa Day, Get 50% Off Your Next Treatment.”


Tip: Show the original price, the discounted price, and how much the customer saves (in both percentage and dollar amount). This makes the deal very relatable and practical.



Black Friday Marketing Email Tips RCC
Goop & Page Six Partnership for Black Friday marketing


#5 Leverage Email Marketing for Maximum Reach

Email marketing is a cost-effective way to get people interested in what you have to say, especially before Black Friday. Make a process that makes people want to act and builds an expectation.


Step-by-Step Email Strategy:


  1. Teaser Email (3 weeks before): “Our biggest sale of the year is almost here. Get ready!”

  2. Exclusive Sneak Peek (2 weeks before): "Take a sneak peek at what's coming..."

  3. Countdown (1 week before): “Only 7 days until the sale starts!”

  4. Launch Email (Day of Sale): “Our Black Friday deals are LIVE – Shop Now!”

  5. Reminder (Midway through): "Are you still browsing? Don't wait too long to get these deals!

  6. Last-Chance Email: “Final hours to save! Don’t miss out on our biggest deals of the year!”


Black Friday marketing tips for wellness countdown image

Because there will be more emails sent on Black Friday and Cyber Monday, make a separate list for people who ignored (didn't open) your earlier emails. There are three main things that will help this email work:


  • Timing, meaning - choose optimal times to send emails when inboxes are less crowded

  • A subject line that makes people want to click - a click-worthy subject line

  • An incentive, like an exclusive discount or a freebie (see an example from Pique below)




Send loyalty discounts to repeat customers and offer first-time buyers an extra incentive to make their first purchase.


#6 Ramp Up Your Social Media Marketing

Your social media pages are great for getting people talking. Get people interested in your deals, and get them to visit your online store.


  • Use Instagram Stories: Use Instagram Stories. To get people excited, add countdown stickers, sneak peeks of deals, and swipe-up links to your Stories. For example, feature a “Daily Deal Reveal” in the week leading up to Black Friday.


  • Leverage Reels & TikToks: Short, engaging videos highlighting your best products can capture attention quickly. Showcase how your wellness products fit into a customer’s daily routine. A spa or holistic beauty salon might show a quick before-and-after clip of their treatments to tease a “Black Friday Spa Special.”


  • Boosted Content: Run targeted ads on Facebook, Instagram, and even Pinterest. Use eye-catching visuals and compelling copy, such as “Save 40% on Our Best-Selling Skincare Line - Only This Black Friday!


Tip: Collaborate with micro-influencers to showcase your products. Their work can fit with your brand, and they can get their audience to visit your Black Friday sale. To learn more about the power of nano and micro-influencers and how to work with them, check out our blog post on 5 Examples of The Power of Nano and Micro-Influencers in Digital Marketing.


#7 Run Paid Ads for More Visibility

During Black Friday can reach more people by driving traffic to your website with paid ads - use your ad cash wisely by following these steps:


  • A/B Testing: Test out different ad ideas, copy, and audience demographics before Black Friday, split in different ad groups to see what works best.


  • Google Ads for Intent-Driven Traffic: Use search ads to target keywords like “Best Black Friday wellness deals”, “Organic skincare sale”, “Black Friday fitness gear sale” or whatever the combination of long-tail keywords in your niche is in addition to the terms like Black Friday / Cyber Monday.


  • Display Ads: Maximize your reach with display ads! Connect with a wider audience not just on the Google Display Network (GDN), but also through a variety of other powerful display ad networks like Microsoft Advertising, Taboola, Outbrain, Yahoo DSP, and Criteo. Unlock the potential to broaden your audience across a variety of websites, apps, and placements with these dynamic platforms. Display ads are a powerful tool for enhancing brand recall and effectively retargeting users who have previously engaged with your site but may not have finalized their purchase.


    Focus on making eye-catching pictures that show off the Black Friday deals. Say, for example, you're a skincare brand that's promoting a special "Holiday Glow Kit" with tempting Black Friday deals.


Black Friday marketing tips for wellness brands skincare

  • Retargeting Ads: Retargeting Ads: Engage potential customers by reminding them of the items they left behind in their cart, encouraging them to return and finalize their purchase. Make sure to seize this opportunity! "Don't miss out! Finish your purchase and get 40% off."


Tip: Start running your ads a few days before Black Friday to build momentum and allow enough time for testing and optimization.


#8 Optimize for Mobile Shopping

With the rise in mobile shopping, your site needs to provide an exceptional mobile experience.


Checklist for Mobile Optimization:


  • Mobile-Friendly Design: Make sure that your product pictures, navigation, and checkout are all easy to use on mobile devices. Keep things simple and make buttons big enough to tap without much trouble. Check to see if you can get the customer to the right page by clicking on everything.


  • Seamless User Experience: Ensure that purchasing on your site is just a single tap away. Simplify the process and minimize the steps to enhance efficiency!


Tip: Before Black Friday, evaluate usability on smartphones and tablets to find and fix problems.


#9 Prepare Your Customer Support Team

With increased sales activity, expect more customer inquiries. Having an efficient support system can improve the customer experience and lead to more sales.


  • Make a FAQ section: Include a Frequently Asked Questions (FAQ) page on your website that answers the most common questions about your Black Friday deals, shipping, and returns. Make sure that Black Friday buyers can see this page right away from the entry page.


Black Friday marketing tips for wellness brands

  • Support Through Live Chat: Set up live chat to help Black Friday shoppers. Setting up a chatbot is also an option for more basic inquires prior to pointing your potential customers to a live rep, but generally we are a proponent of an actual customer service rep being available especially if you're a small to mid-size business and you want to create a sense of care and personal touch to your brand.


  • Train Your Support Team: Make sure your team knows about your deals, shipping times, and return policies so they can answer quickly and correctly.


Tip: Let buyers know that you're open for longer hours on Black Friday and Cyber Monday to help them if they need it.


#10 Measure, Analyze, and Adjust

Examine your results to find out what worked and what didn't after Black Friday. This information will be very helpful for future campaigns.


Metrics to Track:


  • Sales Data: Tracking total sales, average order value, and conversion rates are all important aspects of sales data. When evaluating growth, compare it to previous Black Fridays.


  • Ad Performance: Test your ads and find out how much money they make you. Which platforms did the best? Which ads brought in the most money?


  • Customer Feedback: In order to get feedback from clients, you should send a brief survey after the transaction and inquire about their experience. Identifying your strengths and areas in which you may develop will be facilitated by this.


Tip: When tracking crucial indicators, make use of tools such as Google Analytics, Facebook Insights, and the software you use for email marketing.


Final Thoughts

For a successful Black Friday marketing strategy, preparation is essential, especially since you're in the health and wellness space that is already saturated. We hope that this checklist will help you craft and optimize your impactful Black Friday campaigns!


The goal of a Black Friday campaign extends beyond immediate sales - it's about drawing in new customers who will return time and again, well beyond the Black Friday rush and become your community that loves your products.


We hope you make the most of the holiday shopping season and set your brand up for long-term success. Happy selling!


Need Help Preparing for Black Friday?

If you're looking for expert guidance on your Black Friday marketing strategy, social media campaigns, or email marketing, contact us today at info@resonancecreativeco.com! Our team can help you craft a custom plan to maximize your sales and stand out in a competitive market.

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