The holiday season is upon us, and with it comes the annual tradition of Black Friday, one of the biggest shopping days of the year. An estimated 141 million American adults plan on shopping right after Thanksgiving this year. And a lot of that shopping will take place online. So, there’s never been a better time to take advantage of Black Friday promotions than there is right now.
Here, we go through several different Black Friday tips and specific copy examples to help guide you through the busiest time of the year.
Black Friday Tips & Tricks
Navigating Black Friday can be a daunting task for even the most experienced marketers and advertisers. When should you start pushing out deals? How many deals should you offer? What kind of language is best for which platforms?
These are the questions we ask ourselves once November rolls around, and luckily, we have a few answers. Like we mentioned in our post about how to master your Black Friday campaigns, there are a few creative tips and tricks that can set your holiday marketing materials apart from the rest.
What are they? Let’s quickly recap:
- Call out a problem, and offer a solution.
- Highlight editor picks and create product roundups.
- Offer tips on how to navigate the holiday season.
- Name-drop specific retailers (like Amazon) in your copy.
- Reference products that are under a customer’s budget.
- Highlight unique, or niche products.
Here, we’ll call out headline examples of each Black Friday tip so you can get a better example of what these look like in practice.
Problem + Solution
First, we have calling out a common problem that your audience may have, and offering up an easy solution. Everyone during the holiday season has that one family member or friend that’s impossible to shop for. It’s frustrating, but it doesn’t mean that the holiday shopping has to be a failure.
As marketers, we want to make the experience for our audience and customers easier. The example below may seem simple in practice, but actually solves a problem many run into during the holidays. While this specific piece of copy is catered toward moms, it can work for any family member, friend, or significant other.
Headline: 10 Gift Ideas For The Mom Who Has It All
Why this piece of copy works:
- Listicle-style headline.
- Short and punchy.
- Created with a specific intent in mind (shopping for moms).
What’s another challenge many face during the colder months? Gifts not showing up on time. Below, the headline takes that problem head on, giving customers a wide variety of gifts guaranteed to show up before it’s too late.
Headline: 79 Stylish Gifts for Men on Amazon That Will Show Up on Time
Why this piece of copy works:
- Listicle-style headline.
- Calls out a specific retailer.
- Creates urgency (buying something before it’s too late).
Editor Picks
Consumers want to trust the products and brands they are purchasing from, which brings us to editor picks and roundups. Highlighting specific products or services that have been screened and tested by experts in a particular industry or industry (ex. skincare or beauty) brings an air of competence and prowess to holiday content.
So, what does this look like in practice? The example below explicitly states that these editors have purchased these beauty products (and would do so again), building a stronger trust with potential customers.
Headline: 15 Beauty Products That Our Editors Would Repurchase (Again and Again)
Why this piece of copy works:
- Listicle-style headline.
- Leverages authority (editor picks).
Navigating Holiday Shopping
The holiday season is a stressful time — both on the marketing and the shopping side of things. To help ease the pressure and anxiety, some marketers and copywriters opt for practical holiday content, like how to better handle the mess of shopping and gift-giving.
With hundreds of deals to sift through, it’s hard to know where to start, when to shop, and what to look for. This headline below starts on a relatable note and then ends telling the viewer that they’ll receive constructive tips on how to navigate the tricky waters of holiday shopping.
Headline: Black Friday Will Be Confusing (Again). Here Are Our Tips
Why this piece of copy works:
- Solves a problem.
- Provides practical value for the user.
Be Retailer-Specific
It’s important to remember that there’s power in name-dropping — especially when specifical stores and brands are involved. Consumers already trust bigger retailers like Amazon, so when your marketing copy includes this front and center, you already have a better chance of catching and keeping the attention of your audience.
Headline: The Best Amazon Tech Black Friday Deals To Shop Now
Why this piece of copy works:
- Calls out a specific retailer (Amazon).
- Creates a sense of urgency.
- Mentions deals and potential discounts.
Go Under Budget
With several people to shop for, a lot of consumers navigate the holiday season with specific budgets in mind. Because of this, it’s important for marketers and retailers to be mindful of this when advertising holiday deals and sales.
Holiday shoppers love budget-friendly deals, so highlight deals and roundups that are easier on the wallet. There’s nothing more disappointing than opening up a listicle of gift ideas only to find that all of them well exceed your budget.
If you want to create this type of content, think about some of the common budgets people have. $25? $50? Decide what your audience or customers would want the most and cater your copy accordingly.
Headline: The Best Holiday Gifts Under $25 To Shop Now
Why this piece of copy works:
- Uses a superlative (“The Best”).
- Highlights budget-friendly options.
- Creates a sense of urgency.
Headline: Best Cheap Beauty Products Under $25: Skin Care, Makeup, Hair & More
Why this piece of copy works:
- Uses a superlative (“The Best”).
- Highlights budget-friendly options.
- Offers a wide range of products.
Unique Products
For the holiday season, niche content always performs well. Sure, the more broad, generic roundups find success, but the more specific your content is, the more high-intent viewers you’ll bring in.
So, how do you find your niche? Think about your audience and specific pains they may have or products they may be interested in.
Headline: 20 Gifts For First-Time Parents They Didn’t Know They Needed
Why this piece of copy works:
- Listicle-style headline.
- Highlights a specific group of people.
- Solves a problem.
Headline: 9 Best Gaming Headsets for Switch, PC, Xbox, PS5, and PS4
Why this piece of copy works:
- Listicle-style headline.
- Highlights specific products for a niche audience.
- Mentions specific products.
