WhatsApp Black Friday strategy 2024: How to turn one-time deals into all-time customers

BLACK FRIDAY!!!! It's exciting but how do you keep customers hot after the deals have died down? Slot WhatsApp into your BFCM strategy this year. Here's a complete strategy for you.

Black Friday is a huge date in the calendar of consumer brands – and it's growing bigger every year in Europe and the DACH region. Even the brands who don't "do" Black Friday (like Patagonia) still manage to create some kind of buzz around themselves on this day.

As such an important sales event (it's November 29 in 2024 by the way), it's likely that you've been given a decent-sized budget to make a big splash.

But a splash is not enough. When you invest so much in raising awareness of your brand, it makes sense to add a little extra budget to keep customers with you in the long-term?

After all, consumer brands in 2024 are all painfully aware that it's cheaper to keep existing customers than to attract new ones and WhatsApp marketing is the best way to improve customer retention.

Our strong recommendation is that you do what our clients do: make WhatsApp central to your BFCM (Black Friday and Cyber ​​Monday) strategy in 2024. It's never too early to start.

By using a fun, personal WhatsApp channel, you can retain customers more easily in the long term. So rather than focusing more likes, follows or email addresses (though these are useful), this year, use the hype around BFCM (Black Friday and Cyber ​​Monday) to start and build your WhatsApp channel.

After all, your competitors are probably, so why not get there first?

This way, the fun relationships you start Black Friday will turn into committed ones far into the future, to earn you more stable revenue and reduce the hefty costs of customer acquisition.

What is Black Friday?

First, the basics: Black Friday is a discount shopping day that originated in the US. On this day, brands offer special deals on many products. Originally focused on technology, it has spread to fashion, food and every industry imaginable. The event marks the beginning of the Christmas shopping season

Black Friday is now very popular with consumer brands (and consumers) in the DACH region, the UK and other European countries.

At the same time, there is some growing cynicism around the day, with some questioning whether the deals are as good as they're made out to be. Some brands now choose not to do Black Friday at all, with some (particularly independent retailers) doing charity actions instead.

When is Black Friday 2024?

Black Friday this year is on November 29, 2024. Cyber ​​Monday is December 2, 2024. Black Week runs the week from Black Friday.

In the last few years it's been evolving into Black Month, with discounts and deals starting weeks before the main event – ​​to avoid the rush and get there before Competitors – and carrying on for weeks afterwards.

Why WhatsApp marketing for Black Friday 2024?

Beat (or join) your Competitors: WhatsApp Business may be a relatively new marketing channel in the EU (compared to countries like Brazil and India), but many innovative brands have already been using it for 4 years. You need to make sure you have a presence there too as we can see a critical mass being reached. And if your competition isn't in WhatsApp yet, you have an easy, affordable edge over them.

Test WhatsApp Business before the holidays: You'll want to be proficient with it by then as more and more companies will be already experienced WhatsApp, and so will customers. Singles Day is the perfect day for this.

Consumers want to talk to you in WhatsApp. Your customers are getting used to the ease of chatting with brands they love in the apps they love and will soon expect this from you, too.