As more and more brands ditch the traditional Black Friday timeline and start their sales earlier, it can be hard to know when to hit that big black launch button.

This year, Black Friday 2023 will fall on Friday 24th November and wrap up on Cyber Monday, which starts on Monday 27th November.

So given the short window for cashing in on your customers, exactly when should you be launching your sale? There are many benefits to extending your sale beyond the usual four days. More chances to shift old stock, or to push different collections, or even introduce a new product. But are you equipped for a week, two weeks or even a month of heavy discounts?

If you’re umming and ahhing over when to launch your Black Friday sale in 2023, then it's time to feast your eyes on our crucial list to see exactly what suits your business and its Black Friday needs:

1. Industry

Your brand’s industry will massively determine how long your Black Friday campaign runs for. If you sell a high value item like furniture or tech that has a longer buying lifecycle, then consider starting your sale earlier in November. Anyone buying a large item like a sofa online, for example, is likely going to take a few website visits and lots of shopping around before they commit to a purchase. Catch their eye early, beat the competition, and make sure your deal is a good one - particularly if you sell the same stock as other brands.

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If you sell items that are more of an impulse buy (think fashion, beauty, or lifestyle items), then you don’t need to drag your sale out too long. Whilst it may be tempting to go hell for leather on the 1st November, you run the risk of losing your customers’ attention by the 24th - particularly if you’re sending out lots of emails with the same message every time.

A general rule of thumb? If somebody could be tempted to snap up your stock from just one email, you probably don’t need to discount it for weeks on end. If they require multiple trips to your site and are likely to do their research, then a longer sale gives them the thinking time they need. 

2. Offer

Scepticism around Black Friday offers is sure to be rife this year, as more brands are exposed for inflating prices or not actually offering their best deals during Black Friday. A Klaviyo survey of 2000 UK shoppers revealed that 92% of consumers overestimate how many brands actually raise their prices pre-Black Friday.

Do the maths, figure out the best possible deal you can offer your customers whilst still staying profitable, and don’t mess with your pricing before the big day.

Brand awareness might be a lovely perk whilst your sale runs, but if you’re offering 50% off everything and running at a loss by week two, your sale is no good. If you simply can’t afford to run your sale for weeks on end, then don’t.

Authenticity goes a long way with your customer base to combat a shorter sale. Speak regularly with your customers before, during and after the discounts, and don’t be afraid to tell them that this really IS your best discount. They’ll appreciate the honesty, and you can stay financially viable in time for the busy Christmas and January periods.

3. Stock

How are your stock levels in the run-up to November? Do you have enough stock that you’re not going to run out in the first few days of your sale launching? If it’s likely that you’ll have dozens of “Out of Stock” badges littering your store by the time the Black Friday weekend rolls around, then keep your sale short and sweet. 

Just as nobody likes to browse through empty or dishevelled racks in a shop, your customers would rather feel like they haven’t missed the boat on the biggest discounts.

4. Resources

Black Friday is rarely a one-person job, so make sure you’re not stretching yourself too thin over the sales period. If you’ve run many a Black Friday campaign in the past and have enough team members on hand for the increased customer service demands, then extend your sale.

If you’re a smaller team and the idea of tackling 2, 3, 4 or even more times your usual sales and questions from keen customers fills you with panic, then avoid the stress and stick to the usual four days.

5. Fulfilment

Shipping is such an important consideration before your sale launches. If your products are personalised or can’t easily be sent out the door, then don’t launch your sale too early. You could lure shoppers in with the best offer in the world, but they’re going to get pretty cranky when their parcel still hasn’t arrived three weeks later.

If you’re determined to extend your sale to beat the competition, then get your warehouse (or willing family members!) organised. Prepare all of your shipping collateral in advance, and use an app like ShipStation to automate as much of the process as possible.

Preparing for Launch

Your Black Friday 2023 campaign is largely dependent on your industry, your offer, and how well your business will cope with the extra sales. Our best advice? Get your team organised, stock up well in advance, and offer your customers the best deal you can whilst still remaining profitable. Your customers will thank you, as will your profits. Time to get started!