Brand Building

Black Friday Basics Part Two: Sell Sell Sell!

Tips for getting the most from your Black Friday and Cyber Monday sale - from launch, to close!

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November 16, 2020

It’s go time! You’ve done the prep, your sale is ready to launch, Black Friday is almost here… so what now?


Here's where the work begins.


Step one — the kick off:


Shout about it on social with these quick and easy templates and layouts. Post to your feed, to your stories, and use hashtags to ramp up your visibility.

We love #BlackFridayDeal and #BlackFridaySales for small biz owners this year.

Step two — keep the hype going:


People drop in and out of Instagram all day long, and it’s easy to miss things if you’re not paying attention. Posting regularly throughout your sale will help you stay visible amongst the social noise! Use a mixture of mediums — video, images, text — across Stories and posts to tie the aesthetic together.


Product carousels are a great way to show off a wide range of products, without spamming your feed.

Two ways to work a carousel:


Idea 1 — Show off some of your best–selling products.

Idea 2 — Deep dive into one big-ticket item.

Here's a quick and easy tutorial on creating engaging carousel posts using our Pages feature!

Don’t forget - sell the benefits, not just the features, to create that “gotta have it” feeling.

Hot tip: show off products that are selling fast, and sold out — not only does it create a sense of urgency, but it also leverages social proof. Two powerful psychological levers in one? Boom!

Step three — the final push:


You’re on the home stretch now, but the day isn’t over yet! Time for one final push.


Now’s the time to really yank on that urgency lever, and remind your followers that if they want to get in on your sale — they’d better move fast. Check out these designs for inspo…

Hot tip: if you’ve added new products to, or restocked your sale since it launched - say so! You never know who’ll be tipped over the fence at the eleventh hour.

Three tips for outsmarting the big guys

It can be tempting to try and compete with big business during these huge sales, but that can end up doing more harm than good to your bottom line. Instead, try to tip the scales in your favor by focussing on where you can differentiate.


  1. Over–communicate — Dealing with longer shipping times? Having stock delays? Let your customers know! Emails, FAQ pages, Instagram Story Highlights are all great places to keep this info front and center. Your customers will love you for personalizing your messages and keeping it real.
  2. Focus on your strengths — You might not be able to give a massive discount, but you can cater to a niche audience. If people love you for your hilarious screen printed totes, give the people what they want!
  3. If something isn’t working, don’t be afraid to shake it up — Big brands usually can’t change course mid-campaign. You have the agility edge, here, use it.

That’s it - Black Friday and Cyber Monday are done for another year. You made it! *Wipes brow*

But wait – we’re not done yet!


The final step in the Black Friday and Cyber Mondays sale process is to keep your audience engaged after the sale period ends.

How? We'll drop all our tips next week in Part Three of the Black Friday Basics series!

Start your free trial with Over today, and take your sales to the next level on Black Friday.

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