The Black Friday Playbook
A smarter, more strategic approach to your biggest trading period.
Black Friday isn't a red emergency button. It's a strategic opportunity to generate revenue, acquire new customers and build momentum that carries into the year ahead.
This playbook is a practical guide to planning and executing your most important trading period across paid advertising, email marketing and your website.
From defining your offer and preparing your campaigns to improving conversion, increasing basket size and turning first time buyers into repeat customers, it helps you connect the dots across your entire eCommerce operation.
Because the objective isn't simply to sell more over one weekend. It's to make the entire trading period work harder for your business.
35 page PDF. Instant delivery by email. Secure checkout with Stripe.
Why this playbook is different
Strategy before discounts
Define your positioning and choose an offer that makes sense for your brand, your customers and your margins.
Beyond the ad account
Connect paid media, email, creative and your Shopify store into one coherent commercial strategy.
Beyond Black Friday weekend
Plan for Cyber Monday, Christmas gifting, post purchase and the future revenue from customers acquired during the sale.
Built to be used
Practical frameworks, checklists and actionable guidance to plan, execute and learn, rather than simply read.
Built on real world experience
Based on hands on Black Friday campaigns across RETLI GROUP clients that have generated more than £3 million in revenue.
What's included
Strategy and positioning
Objectives, how customers perceive the brand, and building the right offer before building ads.
Paid advertising
Meta and Google campaigns, creative strategy, audience development and performance optimisation.
Email marketing
Campaign planning, segmentation and Klaviyo opportunities to convert, retain and re-engage.
Black Friday to Christmas
A promotional calendar for the full holiday trading period.
Post-purchase and retention
Second purchases, cross-sells and long-term customer value.
Measurement and learnings
What to analyse after the season and how to turn insights into a stronger strategy.
Who is it for?
For anyone who wants a more strategic, joined up approach to Black Friday and the holiday season.
Whether you're preparing your first major promotion or looking to make an established trading period more effective, this playbook will help you approach it with greater clarity, planning and purpose.
Ready to plan your biggest trading period?
Instant delivery by email as a PDF. Secure checkout with Stripe.