The Black Friday and Cyber Monday period can bring a big spike in shoppers, orders and enquiries. If you’re selling online, being prepared before the rush starts can make all the difference.

From checking your stock to getting your listings in shape, a little preparation now can help you navigate this busy period with less stress, and give your customers a better shopping experience.

Here are 10 things you can do to get ready.

1. Check your stock

Before promoting your products, make sure your stock levels are accurate and up to date. Running out of a popular product can be frustrating for you and your customers.

Identify the products you’re expecting to sell more of and make sure you have enough stock to meet the potential demand. Research what’s on trend, look at recent sales patterns, and check out what your competitors are focusing on. 

Don’t forget that more sales means more shipping, so be sure you also have sufficient packaging material. Black Friday is the worst possible time to run out of bubble wrap or brown tape! 

2. Review your pricing

Black Friday shoppers are deal hunters, so take another look at your prices before the rush begins.

Review your competitors, consider your margins and identify which products you can offer at an attractive price. Your best deal doesn’t always have to be your biggest discount, but it does need to offer buyers excellent value while still making sense for your business. 

Remember that shoppers will look at the overall cost of each item, so consider offering free shipping where this makes sense for your business – check out point 4 for more shipping advice. 

3. Get your listings looking their best

Your listing is often the first impression a potential buyer has of your product.

Make sure your titles are clear and descriptive, and your descriptions give shoppers the accurate information they need. Check that specifications, sizes, colours and other crucial details are accurate. High-quality images are one of the most important ways to stand out. 

You’ll also need to be on top of answering any messages from buyers, but remember, shoppers can’t ask questions about something they don’t know is missing from your listing. 

4. Make sure your shipping is sorted

Busy periods put extra pressure on your fulfilment process, so be certain you’re comfortable with your shipping setup before Black Friday arrives.

Review your shipping options, costs and handling times. Make sure your settings are accurate and that you understand how you’ll manage a higher volume of orders. This might include taking on additional team members, at least temporarily. 

And don’t forget that offering free shipping could give your products an extra edge during Black Friday.

5. Prepare for more customer questions

More shoppers often means more questions.

Make sure you’re ready to respond quickly and professionally to questions about products, availability, shipping and delivery. Staying on top of your inventory levels will help with this. You should also review your listings and update any information that could save buyers needing to ask the most frequent questions in the first place. 

A clear, prompt answer and a helpful attitude can turn a curious shopper into a committed customer.

6. Check your seller settings

Don’t wait until Black Friday morning to discover that something needs updating.

Take some time to check your seller settings, shipping options, payment information and other important account details. Make sure everything is working as expected so you can focus on selling when the orders start rolling in. 

Ask a friend or colleague to make a purchase from your online store – or do this yourself, so you can see what the buyer experience is really like. 

7. Decide which products to push

You don’t have to treat every listing the same.

Identify the products you want to put in the spotlight this Black Friday. Consider products with healthy stock levels, competitive pricing, strong margins or products you’ve been wanting to move.

Having a clear idea of which products you want to prioritise can help you focus your time and promotional efforts. Discounting at least some items will attract buyers to your online store – once they discover all your awesome listings, they may buy additional items, even if they’re not on sale. 

8. Get your fulfilment process ready

A busy Black Friday can mean a busy few days after Black Friday, too.

Think about what happens once an order comes in. Where will you pack your orders? Do you have enough packaging materials? How will you organise multiple orders? Are you prepared to book shipments and get parcels out on time?

The smoother your fulfilment process, the easier it will be to keep up when order volumes increase. Remember that you need to stick to your promised shipping time in order to qualify for rebates – these can add up quickly if you’re selling a lot of items. 

Make the most of Black Friday with our South African ecommerce guide.

9. Keep an eye on your inventory and orders

Don’t just set your listings and forget about them.

During Black Friday, regularly check your orders, stock levels and customer messages. If a product is selling faster than expected, update your stock accordingly. Staying on top of what’s happening will help you avoid overselling and keep your customers informed. Customers know that there’s a risk of popular items selling out on Black Friday, but they could get frustrated if you don’t inform them about this. 

You can also get FOMO to work for you here – updating your inventory will show potential buyers that stock is running low, and could prompt them to buy now rather than risk missing out on a great Black Friday deal. 

10. Plan for after-sales service

Black Friday doesn’t end when the orders are shipped.

Make sure you’re prepared for returns, questions, delivery queries and other after-sales requests. Responding promptly and resolving issues professionally can help you build trust and encourage customers to make repeat purchases. 

A busy Black Friday is a terrific opportunity to win new customers — but great service can help turn them into repeat customers. Better still, you can turn customers into fans who tell their friends about your great products and services. 

Ready for Black Friday?

The earlier you prepare, the less you’ll have to scramble when the Black Friday rush arrives.

Check your stock, sharpen your listings, review your shipping and returns procedures, prepare your fulfilment process and make sure you’re ready to give customers the service they expect and deserve. 

Get your online store Black Friday-ready now, so you can spend the big day doing what you do best: selling, and delighting your customers.