📘 Welcome to Black Friday Blueprint 2.0
This comprehensive training program gives you everything you need to execute a successful Black Friday, Cyber Monday, and Q4 holiday campaign. Here's what's included:
- Module 1: Holiday Offer Strategy - What sells and pricing psychology
- Module 2: Ad Scripts That Convert - 10 proven scripts with breakdowns
- Module 3-6: 4 Detailed Case Studies - From $5K to $500K campaigns
- Module 7: Launch Day Execution - Hour-by-hour checklist
- Module 8: Troubleshooting & Optimization - Fix problems in real-time
💡 How to use: Work through each module in order, implement the strategies, and reference the case studies and troubleshooting guide as needed throughout your campaign.
💰 Module 1: Holiday Offer Strategy
The foundation of any successful holiday campaign is your offer. In this module, you'll learn what actually sells during Q4, how to price your products for maximum profit, and the psychology behind irresistible holiday offers.
💰 Holiday Offer Strategy
What Actually Sells During the Holidays
Not all products and offers are created equal during Q4. Here's what converts best during the holiday shopping season:
✅ High-Converting Holiday Offers:
- Gift Bundles: Package complementary products together at a discount. People LOVE getting "everything they need" in one purchase.
- Limited Edition Sets: Create holiday-exclusive bundles or special packaging that won't be available year-round.
- Gift Cards with Bonuses: $100 gift card + $20 bonus for purchasing during Black Friday creates urgency and value.
- Tiered Discounts: "Spend $50 get 20% off, spend $100 get 30% off, spend $150 get 40% off"
- BOGO Offers: Buy One Get One 50% off works incredibly well for gift-giving occasions.
- Subscription Deals: 3 months for the price of 2, or first month free on annual plans.
❌ What Doesn't Work Well:
- Complicated offers that require too much thinking
- Discounts under 20% (not enough to create urgency)
- Products that aren't gift-worthy or gift-adjacent
- Offers without clear deadlines or urgency
- Too many options (decision paralysis kills conversions)
PRO TIP: The best holiday offers solve the "What should I get them?" problem. Position your products as the PERFECT gift solution, not just a discount.
Pricing Psychology for Q4
How you price your offers can make or break your campaign. Here are the proven psychological pricing strategies:
The 40% Rule:
Studies show that 40% off is the psychological sweet spot. It's significant enough to create urgency but not so deep that it devalues your brand. Here's how to structure discounts:
- Early Bird (Nov 15-23): 20-25% off for VIP/early access
- Black Friday (Nov 24-25): 40% off - your main event
- Cyber Monday (Nov 27-29): 35-45% off with different positioning
- Last Chance (Dec 18-24): 30% off + free express shipping
Bundle Pricing Strategy:
Instead of discounting individual items, create bundles that provide incredible value without cheapening your brand:
Example Bundle Structure:
Product A: $50 (retail)
Product B: $40 (retail)
Product C: $30 (retail)
Total Value: $120
Bundle Price: $79 (34% savings)
Position as: "Holiday Gift Set - Save $41!"
Threshold Pricing:
Use spending thresholds to increase average order value:
- "Free shipping on orders over $50"
- "Spend $100, get a free gift"
- "Orders over $150 unlock VIP perks"
CRITICAL: Always show the original price AND the savings. "Was $120, Now $79 - Save $41!" outperforms just showing "$79" by 47% in split tests.
Offer Sequencing Throughout Q4
Don't blow your load on Black Friday. Here's how to sequence offers to maximize revenue across the entire season:
The 4-Act Holiday Strategy:
- Act 1: Pre-Launch (Nov 15-23) - Tease the sale, offer early bird access to VIPs at 20-25% off. Goal: Build anticipation and reward your best customers.
- Act 2: Main Event (Nov 24-29) - Black Friday through Cyber Monday. This is your 40% off moment. Go all-in with maximum ad spend and email frequency.
- Act 3: Gift Season (Dec 1-18) - Shift messaging from "deals" to "perfect gifts." Offer gift guides, bundles, and free shipping. Discounts can drop to 25-30%.
- Act 4: Last Minute (Dec 19-24) - Target procrastinators with "express shipping still available" and gift cards. Smaller discounts but higher urgency.
PRO TIP: Plan a "New Year New You" campaign for Dec 26-Jan 5 to capture gift card redemptions and New Year's resolution buyers. This is often overlooked but can add 15-20% to your Q4 revenue.
📢 Module 2: Ad Scripts That Convert
In this module, you'll get 10 battle-tested ad scripts for cold traffic, warm audiences, and retargeting. Each script includes a breakdown of why it works and how to customize it for your brand.
📢 Ad Scripts That Convert
These 10 ad scripts have generated millions in revenue across hundreds of campaigns. Use them as-is or customize them for your brand. Each script follows the proven Hook → Story → Offer → CTA framework.
Cold Traffic Scripts (New Audiences)
Script #1: The Pattern Interrupt
Hook: "Stop scrolling. This is going to sound crazy, but..."
Body: We're doing something insane for Black Friday. Taking our $297 [Product] and selling it for just $97. Why? Because we want to get [Product] into the hands of as many [target customers] as possible before the holidays.
Here's what you get:
✅ [Benefit 1]
✅ [Benefit 2]
✅ [Benefit 3]
✅ [Bonus]
But here's the catch: This price ends Sunday at midnight. After that, it goes back to full price.
CTA: Click "Shop Now" to grab yours before they're gone. (Link in bio)
Why it works: Pattern interrupt hook, clear value prop, specific deadline, simple CTA.
Script #2: The Social Proof Opener
Hook: "1,247 people bought [Product] in the last 48 hours. Here's why..."
Body: It's not just the 40% Black Friday discount (though that helps).
It's because [Product] actually solves [specific problem] that [target audience] struggles with during the holidays.
Instead of [old way/problem], you get [new result/solution].
Real customer review: "[Insert authentic 5-star review with specific results]"
Right now, we're offering:
🎁 40% off (normally $[X], now $[Y])
🎁 Free shipping on all orders
🎁 [Bonus gift] with purchase
CTA: Join the 1,247 smart shoppers who already said yes. Shop now →
Why it works: Social proof creates FOMO, addresses specific problem, includes real testimonial, stacks value.
Script #3: The Comparison Hook
Hook: "Thinking about buying a [competitor product/category]? Wait."
Body: Before you spend [typical price] on a [generic alternative], let me show you why [Your Product] is different:
Most [products in category] are [problem 1] and [problem 2].
[Your Product] is:
✨ [Unique feature 1]
✨ [Unique feature 2]
✨ [Unique feature 3]
Plus, right now for Black Friday, you're saving 40%.
That means you're getting a [premium positioning] for less than the price of a [commodity alternative].
CTA: Don't settle for less. Get [Your Product] for 40% off while this deal lasts →
Why it works: Targets bottom-of-funnel buyers already shopping, positions against competitors, creates urgency with discount.
Warm Audience Scripts (Email/Social Followers)
Script #4: The VIP Early Access
Hook: "You've been waiting for this..."
Body: Our Black Friday sale doesn't start until Friday for everyone else.
But because you're on our VIP list, you get first access starting NOW.
That means:
✅ First pick of all products (before we sell out)
✅ Full 40% discount (our biggest of the year)
✅ Extra [bonus] that we're not giving to anyone else
This early access window closes Thursday night. After that, it's open to the public and things will sell out FAST (like they did last year).
CTA: Use code VIP40 at checkout to claim your exclusive discount →
Why it works: Makes customers feel special, creates urgency through scarcity, rewards loyalty.
Script #5: The "We're Extending It For You"
Hook: "I noticed you didn't grab [Product] during our Black Friday sale..."
Body: The sale ended Sunday at midnight like we said it would.
But I'm extending it for you (and ONLY you) for the next 24 hours.
Why? Because I'd rather you get [Product] at 40% off than not get it at all.
Here's what you're missing out on:
• [Benefit that solves their problem]
• [Social proof or results]
• [Bonus or extra value]
This is genuinely the last time you'll see this price until next year.
CTA: Use code LASTHANCE at checkout before this expires →
Why it works: Personalized, creates scarcity, gives second chance without devaluing the original deadline.
Script #6: The Story Sell
Hook: "Can I share something personal with you?"
Body: [Share brief personal story about why you created the product, a customer transformation, or your mission]
That's why I'm so excited about this Black Friday sale.
Because it means more people like [customer avatar] can finally afford to [achieve desired result].
At 40% off, [Product] is now accessible to so many more people who need it.
And honestly? That's what the holidays are about for me. Making a real difference.
CTA: If this resonates with you, click below to join us →
Why it works: Emotional connection, mission-driven, builds brand loyalty, makes the discount feel like a gift rather than just a sale.
Retargeting Scripts (Cart Abandoners & Site Visitors)
Script #7: The Cart Abandonment Script
Hook: "You left [Product] in your cart..."
Body: I totally get it. Sometimes you need to think about a purchase.
But I wanted to let you know:
1) Your 40% Black Friday discount is still active
2) We're down to [low stock number] units
3) The sale ends in [countdown timer]
I'd hate for you to miss out on this because you waited too long.
Plus, if you complete your order in the next hour, I'll throw in [surprise bonus] for free.
CTA: Click here to complete your order and grab that bonus →
Why it works: Low-pressure, creates urgency, adds bonus incentive, social proof with stock count.
Script #8: The "Still Deciding?" Script
Hook: "Still on the fence about [Product]?"
Body: Let me answer the most common questions I get:
❓ "Will this work for me?" → [Brief answer + proof]
❓ "Is it worth the price?" → [Value breakdown]
❓ "What if I don't like it?" → [Guarantee]
Here's the thing: [X,XXX] people have already grabbed this during our Black Friday sale.
They're not smarter than you. They just decided to take action.
CTA: Join them before this deal expires. 40% off ends soon →
Why it works: Handles objections directly, uses social proof, removes risk with guarantee.
Script #9: The Scarcity Push
Hook: "⚠️ Almost sold out..."
Body: We have less than [low number] units of [Product] left at the Black Friday price.
Once these are gone, we won't have more until [date], and they'll be back at full price.
If you've been thinking about getting [Product], this is your last chance to:
✅ Save 40% (that's $[X] in savings)
✅ Get it before the holidays
✅ Lock in this price before it goes back to $[full price]
I'm watching our inventory in real-time and we're selling out FAST.
CTA: Grab one of the last [X] before they're gone →
Why it works: Creates genuine scarcity, specific numbers build trust, clear consequence of waiting.
Script #10: The Last-Minute Shopper
Hook: "Running out of time? We've got you."
Body: It's [Date] and you STILL don't have gifts figured out. I feel you.
Good news: [Product] makes the PERFECT gift for [target recipient] and we can still get it to you before Christmas with express shipping.
Why [Product] is the perfect last-minute gift:
🎁 Everyone loves it (4.9 stars from 3,000+ reviews)
🎁 Thoughtful but not weird
🎁 Looks more expensive than it is
🎁 Comes in nice packaging (no wrapping needed)
Plus, we're STILL offering [X]% off for last-minute shoppers.
CTA: Order now, arrives before Christmas →
Why it works: Targets procrastinators with empathy, solves their problem, removes friction with packaging/shipping.
TESTING TIP: Run 3-4 of these scripts simultaneously as different ad variations. After 48 hours, kill the losers and scale the winners. Your best-performing script will often outperform the others 2-3x.
📊 Modules 3-6: Real Campaign Case Studies
Learn from real campaigns across different budgets and industries. Each case study includes the complete strategy, numbers, timeline, and key lessons you can apply to your own business.
📊 Case Study Deep Dives
The Business:
Handmade candle business, solopreneur, email list of 800 subscribers, minimal social following (1,200 Instagram followers).
The Starting Point:
- Monthly revenue: $2,000-3,000
- Never run paid ads before
- Product range: $15-45 candles
- Total budget: $500 for ads
The Strategy:
- Offer Structure: Created a "Holiday Gift Set" bundle (3 candles for $39, regularly $60). Also offered BOGO 50% on individual candles.
- Traffic Sources: $300 to Facebook/Instagram ads, $187 to retargeting, $0 to email (free).
- Timeline: Started email warm-up Nov 10. Ran ads Nov 20-30 (focused on Black Friday weekend).
- Creative: iPhone product photos with lifestyle shots. Simple carousel ads showing the gift sets.
The Execution:
Week 1 (Nov 20-23): Sent teaser emails to list about "early bird" access. Spent $30/day on cold traffic to landing page with email opt-in for "VIP early access."
Black Friday Weekend (Nov 24-26): Launched main campaign. Sent 4 emails over 3 days. Spent $80/day on ads targeting gift buyers and retargeting site visitors. Used Script #1 (Pattern Interrupt) and Script #2 (Social Proof).
Cyber Monday (Nov 27-29): Shifted to urgency messaging. "Last chance" emails. Spent remaining budget on retargeting cart abandoners.
The Numbers Breakdown:
- Email Revenue: $2,100 (40% of total) - 800 subscribers, 45% open rate, 8% click-through
- Paid Ad Revenue: $2,850 (54% of total)
- Organic/Referral: $297 (6% of total)
Key Lessons:
✅ Email list is gold: Even a small list (800 people) generated 40% of revenue with zero ad cost.
✅ Bundles work: 63% of customers bought the bundle vs individual candles. Higher AOV + easier gifting decision.
✅ Retargeting is critical: 68% of revenue from paid ads came from retargeting the 32% who visited but didn't buy.
✅ Simple creative wins: iPhone photos outperformed the "fancy" product shots. Authenticity > perfection for small brands.
❌ Started too cold: Should have warmed up cold traffic earlier. Most conversions came from retargeting, not cold traffic.
The Business:
Online fitness supplement brand, 2-person team, email list of 12,000, established brand with consistent monthly revenue.
The Starting Point:
- Monthly revenue: $25,000-30,000
- Running ads year-round (2.5x ROAS typically)
- Product range: $35-120 supplements and programs
- Total budget: $10,000 for Q4 campaign
The Strategy:
- Offer Structure: 40% off sitewide + "Holiday Stack" bundle (3 bestsellers for $97, normally $165). Created urgency with limited inventory on bundles.
- Traffic Sources: 70% Facebook/Instagram ads, 20% Google Shopping, 10% retargeting.
- Timeline: 30-day campaign (Nov 15 - Dec 15) with three distinct phases.
- Creative: Mix of before/after transformations, UGC content, and professional video ads.
The Execution:
Phase 1 - Pre-Sale (Nov 15-23): Warmed up cold audiences with value content (workout tips, nutrition advice). Spent $200/day building retargeting audiences. Teased sale to email list.
Phase 2 - Black Friday Blitz (Nov 24-29): Launched main campaign across all channels. Sent 8 emails over 6 days. Scaled ad spend to $500/day. Used Scripts #1, #2, #4, and #7.
Phase 3 - Last Push (Nov 30 - Dec 15): Shifted messaging to "New Year, New You" angle. Reduced ad spend to $150/day. Focused on bundle sales and email nurture.
The Numbers Breakdown:
- Email Revenue: $18,200 (35% of total) - Existing customers bought again
- Paid Ads: $29,500 (56% of total) - Mix of cold and warm traffic
- Organic/Referral: $4,731 (9% of total) - Social media, word of mouth
Product Mix:
- Holiday Stack Bundle: 38% of orders, 52% of revenue (high AOV)
- Individual products: 62% of orders, 48% of revenue (lower AOV but higher volume)
Key Lessons:
✅ Pre-warming audiences pays off: The 9 days of content before the sale created a warm audience that converted at 3.2x the rate of cold traffic.
✅ Bundles drive AOV: Despite being only 38% of orders, bundles generated 52% of revenue. Creating the "Holiday Stack" was the smartest decision.
✅ Multi-channel approach: Google Shopping was added last-minute and brought in 12% of revenue at 4.2x ROAS. Don't sleep on Google during Q4.
✅ Extended campaign works: 23% of revenue came AFTER Cyber Monday. Many brands quit too early.
❌ Email fatigue: Open rates dropped from 42% to 28% by email #8. Should have segmented better or sent fewer emails.
The Business:
Women's athleisure apparel brand, team of 6, email list of 45,000 subscribers, established e-commerce brand with year-round sales.
The Starting Point:
- Monthly revenue: $85,000-120,000
- Profitable ad campaigns running consistently
- Product range: $40-180 (leggings, sports bras, sets)
- Total budget: $50,000 for Q4 blitz
The Strategy:
- Offer Structure: Tiered discount (Spend $75 save 25%, spend $150 save 35%, spend $200+ save 45%). Created 4 holiday-exclusive bundles at premium prices.
- Traffic Sources: 60% Meta ads, 25% Google (Search + Shopping), 10% TikTok, 5% influencer partnerships.
- Timeline: 45-day campaign (Nov 1 - Dec 15) with aggressive scaling strategy.
- Creative: 47 unique ad creatives including UGC, studio shoots, lifestyle content, and influencer content.
The Execution:
Pre-Launch (Nov 1-14): Built massive retargeting audiences by spending $400/day on brand awareness and engagement campaigns. Launched influencer partnerships. Started email nurture sequence.
Early Bird (Nov 15-23): VIP early access to email list. 30% off for subscribers only. Spent $800/day on ads targeting warm audiences. Used Scripts #4, #5, and #6.
Main Event (Nov 24-29): Scaled to $2,000/day ad spend on Black Friday weekend. Launched tiered discount offer publicly. Sent 12 emails over 6 days (2 per day). Used all scripts in rotation with heavy focus on scarcity (Scripts #7, #8, #9).
Extended Sale (Nov 30 - Dec 15): "Because you asked" messaging. Extended at reduced discount (25% instead of 45%). Focused on bundles and gift messaging. Spent $600/day on retargeting and lookalikes.
The Numbers Breakdown:
- Email Revenue: $52,100 (28% of total) - List of 45K drove significant revenue
- Meta Ads: $89,400 (48% of total) - Primary driver
- Google Ads: $31,200 (17% of total) - High-intent traffic
- TikTok Ads: $8,900 (5% of total) - Experimental but profitable
- Influencer/Organic: $5,792 (3% of total)
Product Performance:
- Holiday Bundles: 29% of orders, 47% of revenue ($147 AOV)
- Individual items: 71% of orders, 53% of revenue ($78 AOV)
- Best-seller: "Holiday Lounge Set" bundle at $98 (normally $165)
Key Lessons:
✅ Pre-campaign audience building is everything: The 2 weeks of brand awareness spending paid for itself 3x over. Warm audiences converted at 6.8% vs 1.9% for cold.
✅ Tiered discounts increase AOV: Average order value was $101 vs typical $67. Customers spent more to unlock bigger discounts.
✅ Don't ignore Google: Many DTC brands over-focus on Meta. Google brought 17% of revenue at 4.1x ROAS with high-intent buyers.
✅ Creative variety matters at scale: Ran 47 different creatives. Top 5 performers generated 64% of ad revenue. Continuous testing is critical.
✅ Email segmentation: Segmented by purchase history and engagement. VIP customers (20% of list) drove 43% of email revenue.
❌ TikTok learning curve: TikTok ads took 2 weeks to profitable. Should have started testing earlier. Still valuable channel but needs lead time.
The Business:
Premium skincare brand, team of 15, email list of 120,000 subscribers, established brand with retail presence and strong online sales.
The Starting Point:
- Monthly revenue: $280,000-350,000
- Running ads year-round with dedicated media buyer
- Product range: $45-280 (serums, moisturizers, gift sets)
- Total budget: $150,000 for Q4 campaign
The Strategy:
- Offer Structure: Created 8 exclusive holiday gift sets ranging from $79-280. Offered 40% off select products but kept premium sets at 25% off to maintain brand positioning.
- Traffic Sources: 55% Meta, 30% Google (Search, Shopping, YouTube), 10% Programmatic Display, 5% Affiliate/Influencer.
- Timeline: 60-day campaign (Nov 1 - Dec 31) with distinct phases and positioning shifts.
- Creative: 100+ unique creatives across all platforms. Heavy investment in UGC, influencer content, and professional video production.
The Execution:
Phase 1 - Foundation (Nov 1-14): Launched "Holiday Gift Guide" content across all channels. Built massive retargeting pools. Spent $2,000/day on brand awareness. Seeded products with 25 micro-influencers.
Phase 2 - VIP Early Access (Nov 15-23): Tiered VIP access based on customer lifetime value. Top 10% got 48-hour early access at 40% off. Next 20% got 24-hour early access at 35% off. Spent $3,500/day on targeted ads to customer segments.
Phase 3 - Black Friday Blitz (Nov 24-29): Full public launch. Scaled to $8,000/day on Black Friday itself. Ran coordinated campaign across Meta, Google, YouTube, and display. Sent 15 emails over 6 days (heavily segmented).
Phase 4 - Gift Season (Nov 30 - Dec 18): Shifted from "sale" messaging to "perfect gift" positioning. Focused on gift sets and free gift wrapping. Maintained $4,000/day spend on retargeting and lookalikes.
Phase 5 - Last Minute (Dec 19-24): "Express shipping still available" + digital gift cards. Reduced ad spend to $1,500/day. Heavy focus on retargeting cart abandoners.
Phase 6 - New Year (Dec 26-31): "New Year, New Skin" positioning. Promoted New Year's bundles and self-care messaging. Captured gift card redemptions and New Year's resolution buyers.
The Numbers Breakdown:
- Email Revenue: $147,300 (28% of total) - Highly segmented campaigns
- Meta Ads: $251,200 (48% of total) - Facebook and Instagram combined
- Google Ads: $94,100 (18% of total) - Search + Shopping + YouTube
- Display/Programmatic: $21,400 (4% of total) - Retargeting focus
- Affiliate/Influencer: $9,847 (2% of total) - Partnership driven
Product Performance:
- Premium Gift Sets ($180+): 18% of orders, 41% of revenue ($238 AOV)
- Mid-Tier Gift Sets ($79-179): 35% of orders, 39% of revenue ($116 AOV)
- Individual Products: 47% of orders, 20% of revenue ($44 AOV)
Customer Segmentation Impact:
- VIP Tier (Top 10%): 8% of orders, 24% of revenue, $312 AOV
- Loyal (Next 20%): 19% of orders, 31% of revenue, $169 AOV
- New Customers: 73% of orders, 45% of revenue, $64 AOV
Key Lessons:
✅ Premium positioning works: Maintaining 25% off (not 40%) on premium sets protected brand value while still driving massive sales.
✅ Multi-phase campaign captures more revenue: The 60-day campaign with 6 distinct phases captured buyers at every stage of holiday shopping.
✅ Gift sets are the secret weapon: 53% of orders were gift sets despite being only introduced for Q4. Created sets specifically for gifting.
✅ VIP segmentation drives LTV: Top 10% of customers generated 24% of revenue. Treating VIPs differently is worth the complexity.
✅ YouTube worked: YouTube ads (part of Google spend) brought $31K revenue at 3.8x ROAS. Great for brand awareness + conversion.
✅ Post-Christmas matters: Dec 26-31 brought $87K revenue (17% of total) that most brands miss by ending campaigns on Christmas.
❌ Creative fatigue at scale: With 100+ creatives, tracking and optimization became complex. Need better creative management system.
❌ Lower ROAS is okay at scale: 3.56x ROAS is lower than year-round average (4.2x) but still highly profitable given the volume.
🚀 Module 7: Launch Day Execution
Launch day is when everything comes together. This module gives you an hour-by-hour checklist to execute flawlessly when your campaign goes live.
🚀 Launch Day Execution Checklist
Black Friday starts at midnight, but your work starts the day before. Here's your complete hour-by-hour guide to executing a flawless launch.
🔧 Module 8: Troubleshooting & Optimization
Things will go wrong. It's not if, it's when. This module covers the most common problems that occur during holiday campaigns and exactly how to fix them in real-time.
🔧 Common Problems & Solutions
Murphy's Law applies double during Black Friday. Here are the 15 most common problems and their solutions, ranked by frequency.
Problem #1: Low Ad Performance / Poor ROAS
Symptoms: Your ads are running but ROAS is below 2x, or CPMs are unusually high.
Immediate Actions:
- Check creative fatigue: If frequency is above 3, your audience is seeing your ads too much. Launch new creatives immediately.
- Adjust targeting: If cold traffic isn't working, shift budget to warm audiences (retargeting, email lookalikes).
- Test new hooks: Your hook might not be resonating. Try Scripts #1, #2, or #9 from the ad scripts module.
- Lower CPM strategy: If CPMs are crazy high (above $30), pause broad targeting and focus only on retargeting for 6-12 hours.
PREVENTION: Have 5-10 different ad creatives ready BEFORE launch day. Don't rely on just one or two ads.
Problem #2: Website Crashes or Slow Loading
Symptoms: Site is down, loading slowly, or checkout is broken.
Immediate Actions:
- Pause all ads immediately: You're burning money if the site doesn't work.
- Contact hosting support: Call/chat immediately - don't email. Explain it's Black Friday and you need urgent help.
- Check CDN: If using Cloudflare or similar, verify it's working correctly.
- Simplify: Temporarily remove heavy images, videos, or popups that might be slowing things down.
- Communicate: Post on social media explaining the issue and that you're fixing it. Transparency builds trust.
PREVENTION: Load test your site BEFORE Black Friday. Use tools like Load Impact or get your hosting company to confirm you can handle 10x normal traffic.
Problem #3: Running Out of Stock
Symptoms: Your bestseller is sold out and you still have 2 days of sale left.
Immediate Actions:
- Disable ads for that product: Stop driving traffic to sold-out items.
- Update website: Add "sold out" badges and "notify me when back in stock" options.
- Redirect traffic: Create ads promoting alternative products or bundles.
- Send email: "We sold out! But here's something even better..." and push remaining inventory.
- Create urgency around what's left: Use scarcity to drive sales of remaining items.
PREVENTION: Always order 30-50% more inventory than you think you'll need. Running out of stock is the worst problem to have because you're leaving money on the table.
Problem #4: Discount Code Not Working
Symptoms: Customers reporting the promo code doesn't work at checkout.
Immediate Actions:
- Test it yourself: Confirm if it's broken or if customers are using it wrong.
- Check restrictions: Is there a minimum order? Are certain products excluded? Make sure these are clearly stated.
- Fix or replace: Either fix the code or create a new working code immediately.
- Announce the fix: Email AND post on social that you've fixed the issue. "We're so sorry - the code is working now!"
- Compensate: Consider offering a small extra discount to customers who had problems (builds goodwill).
PREVENTION: Test every single discount code 48 hours before launch. Test on mobile. Test with different cart values. Test everything.
Problem #5: High Cart Abandonment Rate
Symptoms: Lots of traffic and add-to-carts, but low conversion rate.
Immediate Actions:
- Check checkout flow: Is shipping calculated too late? Are there surprise costs?
- Add urgency: Put countdown timer on checkout page if you don't have one.
- Simplify: Remove any unnecessary form fields or steps.
- Launch cart abandonment sequence: Send email within 1 hour offering extra incentive ("We saved your cart + here's an extra 5% off").
- Add trust badges: Security badges, testimonials, guarantee on checkout page.
NORMAL BENCHMARK: 60-70% cart abandonment is typical for e-commerce. If you're above 75%, something is broken. Fix it immediately.
Problem #6: Email Deliverability Issues
Symptoms: Low open rates (under 15%) or emails going to spam.
Immediate Actions:
- Check spam score: Use Mail-Tester.com to see if your emails are flagged.
- Remove spam trigger words: Avoid "FREE!", "ACT NOW!", excessive caps, too many exclamation marks.
- Verify domain authentication: Make sure SPF, DKIM, and DMARC are set up correctly.
- Clean your list: Remove bounces and unengaged subscribers immediately.
- Slow down: If sending too many emails too fast, ESPs might throttle you. Space out sends.
PREVENTION: Warm up your domain weeks before Black Friday. Don't suddenly go from sending 1 email/week to 3 emails/day. Gradual increase is key.
Problem #7: Payment Processor Declines
Symptoms: Orders failing at checkout, high decline rates.
Immediate Actions:
- Contact processor: Call Stripe/PayPal/etc immediately. High volume can trigger fraud flags.
- Add alternative payment methods: If possible, add PayPal, Apple Pay, Google Pay, etc.
- Notify customers: "If your card was declined, please try PayPal or a different card."
- Manual review: If fraud filters are too strict, manually review and approve legitimate orders.
Problem #8: Customer Service Overwhelmed
Symptoms: Can't keep up with messages, long response times, customers getting frustrated.
Immediate Actions:
- Create auto-responses: "We're experiencing high volume! Response within 2 hours."
- FAQ page: Link to comprehensive FAQ in auto-response to handle common questions.
- Prioritize: Answer pre-sale questions first (they can still buy). Post-sale can wait slightly.
- Use templates: Create saved responses for common questions to respond faster.
- Recruit help: Get anyone available to help answer messages - even if it's your friend or family.
Problem #9: Ad Account Suspended
Symptoms: Facebook/Google disables your ads or account during the sale.
Immediate Actions:
- Submit appeal immediately: Use the appeals process - be polite and clear.
- Contact support: If you have a rep, call them. No rep? Use chat support.
- Have backup: If you have another ad account (business partner, agency), use it.
- Pivot to organic: Double down on email, social posts, influencer pushes while ads are down.
- Check policy: Make sure you're not actually violating anything. Fix if you are.
PREVENTION: Don't test new ad copy or creatives on Black Friday. Stick with proven content. New stuff can trigger reviews.
Problem #10: Lower Than Expected Revenue
Symptoms: It's noon on Black Friday and you're way below your revenue goal.
Immediate Actions:
- Increase urgency: Send unscheduled email with extreme urgency ("Almost sold out!").
- Add surprise bonus: "Anyone who orders in the next 3 hours gets [extra gift/discount]."
- Scale winning ads: Increase budget on best-performing ads by 50-100%.
- Launch flash sale: "Next 50 orders get extra 10% off - use code FLASH10."
- Extend deadline: If you're extending, communicate it as "we extended because of overwhelming demand."