Secrets of success for Black Friday, 11.11 and Cyber Monday: how to outperform competitors on marketplaces

When sales turn into a game, the rules of which everyone needs to know... For online store owners, the discount season is not just an opportunity to increase income, but also a real test of efficiency and creativity. “Black Friday”, “11.11” and “Cyber Monday” promotions are the three pillars on which the success of autumn-winter sales is built. But what do you really need to do to get into the top sales and achieve maximum effect? Use all possible promotion tools - discounts, coupons, flash sales and much more. Advice from experts will help you create a unique offer that buyers can't refuse. The secret to success is simple: be one step ahead, look into the future of sales and understand the desires of your customers. Good luck with your sales and new heights in business!

Glossary

• 🎯 Black Friday: One of the most famous sales events of the year, which takes place in November and offers significant discounts on products.

• 🛍 11/11: Also known as Singles Day In China, this day has become a day of global sales with huge discounts on various products.

• 💻 Cyber Monday: Follows Black Friday and focuses on discounts on electronics and appliances, as well as online shopping.

• 📊 Analytics: The process of collecting and analyzing data to make informed decisions regarding discounts and product range.

• 📋 Checklist: Detailed list of tasks and activities that must be completed to successfully prepare the store for sales.

• 🛒 Marketplace: Online platform where sellers can put their goods up for sale and participate in various promotions.

• 📅 Sale dates: Specific days, when there are major discount promotions such as Black Friday, 11/11 and Cyber Monday.

• ✨ Product card: Page with detailed information about the product, which includes descriptions, images, reviews and ratings.

• 📈 Total Revenue: Sum of all cash , received from sales during a certain period.

• 🚛 Logistics: Organization of the process of delivery of goods from seller to buyer, is especially important during periods of massive sales.

• 💡 Advertising: Using various marketing tools to attracting attention to products and increasing sales.

• 🔍 Preliminary analytics: Preparatory stage, including research of the market, competitors and demand to determine optimal discounts and assortment.

• 📆 Preparation time: Time frames, necessary for organizing all aspects of participation in sales, from ordering goods to setting up advertising.

• ⭐️ Compliance: Checking the conformity of goods and stores require marketplaces to participate in sales.

• 💱 Discount calculation: Determining the discount level, which will attract customers and maintain profits.

• 📐 Effective methods of stimulating demand: Tactics and strategies aimed at increasing purchasing activity and interest in products.

Time frames of promotions and preparation for them

When I participated in major marketplace sales like Black Friday, 11.11 and Cyber Monday, I always started planning and preparing well in advance of the event. Let's look at the most important dates and deadlines to ensure you're as prepared as possible for these sales.

Promotion dates and preparation time

🌟 11.11 World Shopping Day: celebrated on November 11th. However, for example, on Prom.ua an event can start on the 10th and end on the 14th of November. This gives us the opportunity to warm up the audience and provide early access to loyal customers.

🛍️ Black Friday: Starts on the last Friday of November, in 2024 it is November 25th. Usually lasts 3-4 days. I've noticed that the best deals and big discounts are activated on official days, so it's important to be prepared for them.

💻 Cyber Monday: falls on the last Monday of January, in 2024 it was January 30th. This is another chance to attract shoppers who didn't have time to buy goods on Black Friday.

Using Rozetka as an example, we can highlight the stages of preparation for promotional days:

1. Assortment Analysis: 3-4 months before sales start, I always check current inventory and evaluate popular items. It is important to purchase necessary items in advance to avoid shortages.

2. Updating item cards: In 1-2 every month I update product descriptions, adding high-quality photographs and detailed characteristics. This helps improve sales conversion.

3. Marketing campaign: Minimum 2-3 I’ve been starting pre-promotional campaigns for weeks, including email campaigns and promotion on social networks. For example, on the same Prom.ua, I set up notifications for loyal customers so that they would be the first to have access to profitable offers.

4. Competitor monitoring: It is important to analyze the market and cost similar products from competitors. I always monitor competitors' prices and their marketing activities in order to adjust my strategies in a timely manner.

Useful advice and personal recommendations

💡 Early access for loyal customers: When I organized promotions, providing early access to VIP clients turned out to be very effective. This created a sense of exclusivity and stimulated new purchases.

💡 Demand Research: I always recommend conducting customer surveys to understand what products they would like to see on sale sale. This will help to best meet their needs.

💡 Technical readiness: During one of these seasons, I was faced with the fact that the site could not withstand the traffic load, and Some customers were unable to place orders. Since then, I have always checked the technical condition of the platform and conducted stress tests.

💡 Cooperation with logistics partners: Working with Rozetka, I was convinced that timely delivery is one of the key factors for successful sales It is worth discussing the conditions and possibilities with logistics companies in advance to avoid delays.

Example from life

When I participated in the 11.11 promotion on Prom.ua, I collected a wide range of products with good prices in advance reviews and prepared promotional materials. This attracted a significant number of buyers and we achieved a 30% increase in sales compared to normal days.

Results and recommendations

I insist that to successfully participate in sales, you need to carefully prepare and take into account all aspects. I hope my recommendations will help you increase your sales and reach new heights during discount seasons!

Benefits of participating in sales for sellers

I often hear Question: Is it worth participating in such large-scale sales as Black Friday, 11.11 and Cyber Monday? From my own experience I will say that the advantages are obvious. Simple numbers speak for themselves: during this period, sales dynamics are 3.5 times higher than standard indicators, which, of course, affects revenue. Let me share examples from my practice and some tips.

Benefits for new sellers

When I was just starting my journey on marketplaces, participation in global promotions greatly helped me increase reviews and ratings in product cards. As soon as my offer appeared with an attractive “red price tag,” I immediately noticed an increase in interest: buyers placed orders, even if they had not previously thought about purchasing certain goods. This allowed me to build a reputation and attract my first loyal clients.

Rating increase for older sellers

For more experienced sellers, participating in sales is a great opportunity to improve their rating if it is worsened for some reason. For example, last fall, when my sales began to decline due to competition, participating in Black Friday allowed me to return my position to its previous level. Having purchased products at good discounts, customers left reviews and asked questions, which again increased product cards in the number of views and orders.

Increase in impulsive purchases

Practice shows that during sales periods the percentage of impulsive orders increases. Driven by the feeling of lost profits, customers usually buy more than they planned. This is especially noticeable in the example of New Year's shopping, when people willingly purchase goods as gifts. For example, during last year's Cyber Monday, I saw a sharp jump in orders not only for electronics, but also for less popular products that did not receive such interest on normal days.

Disposal of leftover goods

Another important advantage is the ability to get rid of leftover goods. When I learned that certain products would not be popular for the next season, I decided to sell them out as much as possible during Black Friday. This allowed me to free up warehouse space and invest money in new, relevant products.

Note : The principle of “live for today” works great during promotions. Don’t be afraid to put items on sale at significant discounts - even a small profit is better than frozen capital lying dead in a warehouse.

How do I prepare to participate in the promotions

🗓️ Two months in: I begin to analyze last year's results to understand which products were in greatest demand. This helps optimize assortment and inventory.

📊 For the month: I check and update product cards, add more attractive photos and detailed descriptions. It is important that customers can get as much information as possible and make a purchasing decision faster.

📣 In two weeks: I’m starting an active advertising campaign. I use all possible channels: social networks, e-mail newsletters, banner advertising. My task is to actively grab the buyer’s attention in advance.

📦 A few days before the promotion: Make sure all logistics are running smoothly. Check packaging, restock inventory, and prepare your team for potential overloads.

Results

The conclusion from all of the above is this: participating in Black Friday, 11.11 and Cyber Monday promotions is a huge opportunity to increase sales and strengthen your position in the market. Here are the dos and don'ts to best prepare for the event:

Share this experience, use my advice and an increase in sales is guaranteed!

Top Sale Categories

In preparation for Black Friday, 11/11 and Cyber Monday sales, I've found that choosing the right products plays a key role in increasing sales. From personal experience I am convinced that there are several categories that are invariably in great demand.

1. Gadgets and accessories

My experience shows that gadgets and accessories are one of the most popular products. For example, during one of the previous promotions on the Price platform, I decided to include smartphones and headphones in my offers. A 30% discount on new models and 50% on devices from previous collections allowed us to attract a huge number of buyers.

2. Clothes and shoes

Shoes and clothing, especially from old collections, are also popular. For example, I sold jackets and boots with a minimum discount of 40%, which allowed me to quickly sell leftovers and free up the warehouse. Given this experience, I would recommend paying special attention to seasonal items.

3. Small and large household appliances

Next in line were household appliances. Tabletop stoves, coffee makers and even large refrigerators, which I sold at discounts of up to 60%, showed excellent results. The demand for such goods is especially high on the eve of the time of year, when people are preparing for the holidays and begin to think about comfort at home.

I believe that properly understanding the needs of customers during sales is a key aspect of successful sales, ensuring maximum benefit for both parties.

4. Skin care and decorative cosmetics

In addition to electronics and clothing, my assortment always includes there were cosmetics. During one of the promotions, I offered a high discount on popular brands, which allowed me to significantly increase sales volumes. I recommend paying attention to caring and decorative cosmetics, especially sets that are ideal for gifts.

5. Children's products and toys

Don't forget about the categories of products for children. Baths, pacifiers, toys and even children's cosmetics - all this is sure to find its buyer. I personally was pleased with the results after offering discounts on these products during Cyber Monday.

6. Perfumes and jewelry

Perfumes and jewelry also find a great response from buyers. I included popular scents and decorations in the sale and it paid off. The main thing is to choose the right assortment and offer attractive discounts.

7. Household items and fashion accessories

I would also like to note that dishes, cutlery, bed linen and kitchenware utensils are not inferior in popularity. I always include such products in promotions and notice that they sell the fastest.

Tips and instructions:

• 🎯 Choosing the right products : Based on my experience, I encourage you to carefully monitor trends and select top positions for sales.
• 🎯 Bet on seasonal items: I would recommend considering seasonal items, especially those that are in greatest demand at the moment period.
• 🎯 Deep Discounts: Try to offer attractive discounts to stand out from your competitors. I always keep this rule first.
• 🎯 Quality Control: Make sure all products are inspected and free of defects, as this may affect customer loyalty

Table example - Helpful tips vs Mistakes that should be avoided

I am confident that by following these recommendations, you will be able to significantly increase your sales and strengthen your position in the market. The experience of previous sales shows that the strategy of correct selection of product categories and competent management of discounts are key elements of success.

Checking compliance with marketplace requirements for participation in sales

When I first decided to participate in large sales like Black Friday and 11.11 on marketplaces, I had to deal with a number of requirements. I can confidently say that understanding these requirements is a key step to successful participation.

Determining Compliance with Requirements

First of all, I started with a thorough study of the criteria that various platforms impose on share participants. For example, AliExpress requires that the total seller rating over the last 90 days be at least 0.9, as well as high ratings for description, delivery and service. This data is automatically displayed in the seller’s personal account, which greatly simplifies the verification process.

On Ozon, the conditions are slightly different. It offers different types of promotions such as 11.11 SUPERHITS and Black Friday. In order for me to participate, I had to meet at least two of three points:

🔸 No more than 10% of product complaints and returns

🔸 Average product rating of at least 3 and above

🔸 Total of 10 complaints about unredeemed, unclaimed items

I strongly recommend do not try to artificially inflate the rating, as this may lead to sanctions.

Marketplaces very carefully monitor the legitimacy of ratings, so any suspicious jumps can be noticed in time.

Marketplace Eligibility Table:

Preliminary analytics and discount calculation

Before setting discounts, I conducted a thorough analysis of the sales dynamics of my products and competitors' products over the previous year. It was important to take into account the median price of an item over recent months. I used services like Datawiz.io to sort items by priority.

For maximum benefit, I included in the sale items from group C that needed urgent sale. This move helped free up the warehouse and prepare it for new shipments.

In my experience, the discount size should match the type of sale and the mechanics of the platform. An example is Prom, where the recommended discount is 10-20%. Additionally, the cooperation model, be it FBO, FBS or DBS, should be considered.

Discount analysis and calculation table:

Calculating total revenue

It is important to calculate correctly total revenue that can be received during the promotion. I took into account all the parameters:

💠 Prices with and without discounts

💠 Product cost

💠 Average sales volume per day

💠 Forecasted volume of returns and non-repurchases

To simplify the calculation I used a calculator from Prom, which helped me clearly determine how many products to supply per share and what income to expect.

By comparing the results over several years, we can predict increase in sales by at least two times.

Revenue calculation table:

Logistics

I always wanted there to be no shortage of goods during the peak of high sales. That is why I prepared purchases in advance, at least 3-4 months in advance. Distribution of goods across warehouses in the regions also helped improve search rankings and speed up delivery.

My personal experience has shown that:

🔹 Buyers from regions are more actively participating in

🔹 Products located closer to the buyer have a 20-30% higher chance of being purchased due to fast delivery

Marketplaces such as Prom. ua, do not charge fees for placing promotional items from the date they are added to the sale until it ends, which significantly reduces costs.

Logistics table:

Improving the position and quality of product cards, advertising

I always pay special attention to the quality of product cards. Adding them in advance allows you to pump up cards, get reviews and orders, which significantly increases the chances of successful sales.

I recommend:

🎯 Add infographics and increase the number of photos to 3-4

🎯 Introduce video reviews and special covers

🎯 Expand the block with characteristics to increase the chances of getting into the search results

It is important to remember the deadlines for adding and removing cards. For example, on Prom.ua they are limited until 23:59 Moscow time on November 3 for 11/11 and November 17 for Black Friday.

Card Upgrade Table:

To summarize, I can responsibly declare that preparing for promotions on marketplaces requires in-depth analysis, accurate calculations and timely work with logistics and product cards. These steps have been tested by me and have significantly increased sales during sales periods.

Tips and instructions

One of the most important tasks in While preparing for big sales like 11/11, Black Friday and Cyber Monday, it's time to properly plan and organize your inventory. I can confidently say that from my experience of successful participation in such promotions, careful preparation is the key to achieving maximum benefits.

The first thing you should do is carefully plan the volume of inventory. I always take into account previous sales, demand statistics and current trends. This allows me to avoid running out of stock on the day of the promotion. For example, at one of the past sales, I predicted high demand for a certain product, increased inventory in the warehouse, as a result of which sales revenue increased by 40%.

🛒 Preparation for sales includes:

• 📦 Advance replenishment of warehouse stocks
• 📊 Analyzing previous sales and demand
• 🔄 Updating and optimizing cards goods

The second important component is proper promotion product cards. I always run advertising campaigns before the promotion to increase awareness of my products. Targeted advertising and promotions on platforms such as Rozetka and Prom.ua attract attention to products and help increase conversion.

🚀 Effective active promotion methods include:

• 🎯 Targeted advertising
• 🎉 Conducting promotions and competitions to stimulate interest in products
• 📢 Publishing reviews and recommendations

Determining the optimal size of discounts is also of great importance. I can say with confidence that discounts that are too big or too small can have a negative impact on sales. During one of the sales cycles, I tested various discount levels and came to the conclusion that the optimal discount should be around 20-30% for most items. This allows you to attract buyers without losing a significant part of your profits.

📉 Optimal discount amount:

• 🟢 Discounts of 20-30% are the most effective
• 🔴 Discounts of more than 50% can create a feeling of “low value” for the product

Also important is the ability to use additional marketing tools, such as coupons and promotional codes. I advise you to pay attention to the possibility of creating unique offers for regular customers and new customers, as this often leads to an increase in repeat purchases and increased customer loyalty.

💡 Integration of additional marketing tools:

• 🏷 Creation of exclusive coupons for new customers
• ✉️ Distribution of promotional codes for regular customers
• 🔗 Implementation of a loyalty system and bonuses

Table of best practices and errors

Based on my experience and promotions, I strongly recommend that sellers listen to these tips and put them into practice. And then success and increased revenue during the discount season will be guaranteed to you.

Experience Zara company

The task for the Zara company on marketplaces: increasing sales during the discount season

Description of the client and his business

Zara is one of the world's largest retailers of fashion clothing and accessories, known for its stylish and affordable collections. The company's main market is fashionable, stylish and trendy clothing items produced in short runs and changed every 2-3 weeks. The brand is aimed at a wide audience, from youth to mature people looking for quality clothes at reasonable prices.

Main goals and objectives

Zara aims to significantly increase marketplace sales during major sales events: Black Friday, 11/11 and Cyber Monday. Main goals:

• 📈 Increasing overall revenue through higher sales volumes.
• 🤝 Attracting new clients and retaining existing ones.
• 💼 Improving brand awareness within marketplaces.

Statement of the main problem

The main challenge that Zara faced was the need to quickly and effectively adapt sales strategies to the conditions of leading marketplaces to participate in seasonal promotions. It was necessary to take into account that competition during Black Friday, 11.11 and Cyber Monday becomes especially fierce, which requires an innovative approach to marketing and logistics.

Characteristics and interests of the target audience

Zara's target audience is:

• 📊 Young people aged 18 to 35 with an active social media presence and a high interest in fashion.
• 🔄 Middle-aged women and men looking for quality clothing at reasonable prices.
• 🧒 Parents buying clothes for children.

Key points of interest for potential clients

To attract the attention of target customers, Zara used the following strategies:

• 🏷️ Maximum discounts on popular products, which caused a surge in purchasing activity.
• 🔥 Limited time offers, which created a sense of urgency and incentives to purchase quickly.
• 📢 Active advertising on marketplaces using banners and promotional materials.

Facts, figures and specific results of the project

• 📆 During sales periods, Zara managed to increase the total number of orders by 45%.
• 💸 The average purchase price increased by 20%, which indicates an increase in customer trust and satisfaction.
• 🚀 Sales volume on marketplaces increased by more than 60%.

Results and results

As a result of Zara's entrepreneurial steps achieved a significant increase in sales during the discount season, increasing its competitiveness. The applied strategies allowed us to expand the audience and gain new experience for future marketing campaigns.

Review Table

Thus, Zara's experience and strategies during the discount season on marketplaces can serve as an excellent example for other market participants who want to achieve similar results.

Often asked questions on the topic: Secrets of success on Black Friday, 11.11 and Cyber Monday - how to outperform competitors on marketplaces

Thank you for reading and for becoming smarter! 🤓

Do you think you figured out Black Friday , 11.11 and Cyber Monday? Great! Now, having learned the basic conditions for participating in promotions on popular marketplaces, you have become real specialists, ready to dive headfirst into preparing to these events. The secrets of driving demand are no longer secrets - they're in your hands! 💼

Be sure to share your successes in the comments - I love success stories! 🚀

Galina Ostranyna, independent expert "Elbuz"