Effective Black Friday Marketing Strategy

Creating an Effective Black Friday Marketing Strategy

Black Friday – November 28 2025

For luggage brands, suppliers and retailers, a good Black Friday marketing strategy is key. It helps connect with the right customers and can boost sales and build strong partnerships for the future.

A successful marketing strategy during this period goes beyond discounts. It requires aligning your sourcing process, marketing efforts and customer engagement to ensure your product or service stands out in a competitive marketplace.

1. Conduct Market Research Before Black Friday

Every effective marketing strategy begins with research. Understanding your target customers, their buying habits and their pain points will help you refine both your offers and your marketing objectives.

• Identify your ideal customer segments, such as business travelers, students or Gen Z travelers.
• Map their pain points, for example, durability concerns, shipping costs or flexibility.
• Use insights to position your product's unique value proposition, such as the newest TSA locks or high-quality, changeable wheels.

This research ensures your marketing campaign addresses what matters most to your target audiences.

by Johnstocker

2. Early Access and Exclusive Deals

• VIP Early Access: Give your most loyal customers early access to Black Friday promotions. This not only rewards loyalty but also helps secure orders before peak demand.
• Flash Sales: Short, time-limited deals, both online and in-store, can drive urgency and increase traffic across different marketing channels.
• Cart-value milestones: Free gift at £150/£250 instead of blanket % off.

by lira_n4

3. Bundle Offers That Increase Value

• Product Bundles: Offer curated sets such as carry-ons with padlocks or backpacks with travel organizers. Bundles showcase your unique value proposition while raising the average order value.
• Buy One, Get One Free: A classic marketing tactic that encourages larger purchases and can help clear inventory efficiently.

by AtlasComposer

4. Create a Marketing Strategy Around Content

Use content marketing to keep your target market engaged before, during and after Black Friday.

• Publish blog posts about product quality, travel tips or behind-the-scenes sourcing insights.
• Share supplier certifications and compliance information to build trust.
• Repurpose content across different marketing channels, from email to social media to in-store displays.

This approach not only boosts engagement during Black Friday but also supports your long-term visibility and brand authority.

5. Social Media

• Teaser Campaigns: Show product durability tests, wheel comparison or lock demonstrations to highlight quality.
• User-Generated Content: Encourage buyers to share their purchases. A branded hashtag, such as “#WhatsInMyCarryOn?” giveaway, can create organic buzz and increase your marketing efforts.
• Influencer Collaborations: Partner with travel influencers to showcase your product or service to wider target audiences.

6. Optimize the Buying Experience

A successful marketing strategy must remove friction in the buying journey:

• Landing Pages: Design clear, product-focused landing pages highlighting Black Friday deals.
• In-Store Flow: Use signage and sales staff to guide customers to promotional areas.
• Chatbots and Sales Assistance: Whether digital or in person, ensure buyers get quick answers to sourcing, quality and payment questions.
• Assurance UI: Sticky bar with free shipping, delivery cutoff and no-hassle returns.
• Guided selling: Size selector (EU/US cabin rules), trip length picker, comparison table (weight, liters, warranty). Add an airline fit check on every product page.
• Travel Sentry’s CarryOK®: Integrate our size and rules checker so shoppers can confirm their airline’s carry-on size/weight limits in real time - right next to your specs. This reduces refund claims, increases buyer confidence and helps your product stand out in a crowded category. Free for CVI-compliant partners.

7. Supplier Preparation for Black Friday Success

Behind every marketing campaign is strong supplier readiness. To align your marketing objectives with sourcing:

• Secure Stock Early: Prevent last-minute shortages by planning inventory ahead.
• Negotiate Payment Terms: Strengthen supplier relationships to support cash flow.
• Clarify Quality Control: Ensure every product or service delivered reflects your brand promise.
• Confirm Shipping Timelines: Avoid delays that could undermine your marketing efforts.

By working closely with suppliers, you ensure your marketing strategy can deliver on its promises to your target customers.

Anhui Jinshun New Material Technology Co., Ltd

8. Loyalty Programs and Post-Sale Engagement

• Reward Programs: Offer extra loyalty points or discounts for repeat buyers.
• Gamification: Features like spin-to-win wheels or social contests add excitement to your marketing campaign.
• Post-Purchase Engagement: Use follow-up emails to thank customers, suggest add-ons or invite them to future events.
  • Thank you + setup series: Unboxing guide, lock how-to, care tips will reduce returns.
  • Warranty Registration: Encourage post-purchase as this helps to capture additional verified emails for re-marketing.
  • Cross-sell flows (week 2): Travel pillows, packing cubes, spare wheel kits.
  • Content recycle: Turn Black Friday FAQs into blog posts that rank and educate.

These tactics support long-term growth by turning one-time buyers into loyal clients. By blending thoughtful planning, strong supplier coordination and impactful content marketing, luggage and travel goods businesses can run a marketing campaign that not only boosts increasing sales on Black Friday but also builds lasting brand strength.