Black Friday, on 27 November, represents an opportunity for businesses to grow sales, attract new customers and clear excess stock. For higher turnover to translate into actual profit, however, campaigns must be planned in advance, the true cost of discounts carefully calculated, and operations made ready to handle increased demand. Drawing on recommendations from business management platform Sage, here are eight tips to help prepare an effective campaign.

1. Define what you want to achieve

Do you want to attract new customers, move slow-selling stock, or increase the average value of each transaction? Set clear priorities and establish targets for sales volume, revenue, and margin. Use results from previous campaigns to select which products to feature and to identify which offers and sales channels delivered the best performance.

2. Run the numbers before cutting prices

Calculate how much is left from each sale after deducting the cost of goods and all associated charges — packaging, shipping, advertising, and payment processing. This exercise reveals how far prices can be reduced and which products are genuinely worth discounting.

If a direct price cut compresses margins too tightly, consider alternatives such as product bundles, free gifts, or threshold-based offers tied to a minimum purchase value. In all cases, communicate the benefit to the customer clearly, along with the conditions required to claim it.

3. Plan your stock and negotiate replenishment

Identify the products with the highest sales potential and align quantities with expected demand. Negotiate with suppliers in advance on pricing, payment terms, and restocking conditions. This reduces the risk of running out of the most sought-after items mid-campaign or being left with unsold merchandise at the end.

4. Promote your offers early

Build a communications calendar covering social media, WhatsApp Business, and email. Before the campaign begins, announce the dates and preview selected offers. Once promotions go live, make clear which products are included, for how long, and under what conditions.

5. Make the purchase process as simple as possible

In a physical store, ensure that promotional items are easy to locate, prices are clearly displayed, and staff are able to manage queues effectively. In an online store, test the entire purchase journey on a mobile device — from product selection through to payment. Display delivery costs and estimated timeframes before the customer confirms the order.

6. Prepare your team for peak days

Assign clear responsibilities for who responds to messages, tracks orders, and handles complaints. Make sure all staff know the full terms of each promotion and can confirm product availability. If delays or stock shortages occur, inform customers as early as possible.

7. Sell only through channels you can manage

Beyond your physical or online store, consider accepting orders via social media, marketplace platforms, or messaging applications. A partnership with another business or a content creator can also help reach new audiences. Before opening an additional channel, confirm that you can keep prices and stock levels accurate across all of them and fulfil deliveries within promised timeframes.

8. Review your results and follow up with customers

Compare actual sales, revenue, and margins against your initial targets. Identify which products sold fastest, which remained in stock, and which channels generated sales with the strongest margins. Document any fulfilment or customer service issues so they can be addressed in future campaigns.

Complete all outstanding deliveries and resolve pending requests before reaching out to customers with new offers. For those who have opted in to commercial communications, the December festive season may provide a natural opportunity to encourage a repeat purchase.

Source: Diário Económico
Original article: https://www.diarioeconomico.co.mz/?p=559851