Black Friday & Peak Success 2025 | an eCommerce Explored Panel | eCommerce Tech

Our brilliant line up of experts answer your Black Friday questions AND discuss what you need to do to make Black Friday successful for your brand. Key topics: • How to balance sales volume with your profit targets • Which customers to target with which offer • How to structure your promotions for maximum impact Our Expert Panel Line up includes: • Anna Wilson, Key Ascent • Hannah Cook, Loyalty Lion What we covered: 0:00 Introduction 6:50 Complete this sentence… “The question I’m getting asked about Black Friday the most at the moment is….” 8:00 When should you start Black Friday? 13:00 Double discounting? Should you allow it? And how do you work out your discounts? 18:44 Should you even do Black Friday? 25:18 How does Second hand play into this? 27:33 Complete this sentence… “Where I’m seeing brands make the biggest peak season FAILS is…” 39.30 Retention... or Acquisition? 44:00 What happens in December? How do you turn Black Friday customers into great customers? The whole session is introduced and moderated by Chloe Thomas, the author of the international bestseller "B2B eCommerce MasterPlan" and who doubtless is sharing her own advice too. Don't know who Chloe is? • She's the host of the eCommerce MasterPlan and Keep Optimising Podcasts • Editor-in-Chief at eCommerce Tech • She's been in eCommerce for nearly 20 years, including 10 years running a marketing agency • She's a LinkedIn Retail Top Voice • And has written 5 bestselling books about eCommerce marketing and success Find out more about eCommerce Tech at: https://ecommercetech.io/