The busiest shopping season is almost here, and with Black Friday just around the corner, now is the time to get your field marketing strategy locked in. Recent figures show total till sales growth has risen to +4.1%, up from +3.7% the previous month, as shoppers begin to plan their year-end spending. While consumer behaviour is settling back into a more normal rhythm post-summer, inflation and rising costs mean customers are more alert than ever to value-driven deals, discounts, and promotions. Black Friday has evolved into one of the biggest retail moments of the year. In today’s economic climate, many consumers see it as a chance to stretch their budgets, secure bargains before Christmas, and discover promotions that offer both savings and novelty. In this blog, we share 5 practical Black Friday marketing tips to help you stand out, capture spend, and convert browsing into buying, to make it your most successful Black Friday yet. Black Friday offers huge opportunities, but it also brings its own set of challenges, from price pressure and stock management to overwhelming competition and shopper fatigue. Here are the key ones to watch out for: With some clever thought and planning, you can overcome these challenges for a successful Black Friday. Don’t leave your strategy to the last minute. Map out your promotions, signage, retail merchandising deployment, staffing and logistics early. Plan for challenges in supply or display build-outs and build in buffer time to avoid stockouts and execution gaps. At Dee Set, we work with you to map out every stage of your Black Friday activity, from promotion planning to merchandising rollouts. Our team helps anticipate potential supply or display challenges and provides practical solutions to ensure smooth execution across all stores. Review your analytics to see what worked (and what didn’t) last year. Which SKUs sold best? Which promotions got the highest uptake? Which stores had inventory issues or missed merchandising deadlines? Use this insight to forecast demand, set realistic sales goals and allocate stock more intelligently, helping you meet demand while protecting margins in the face of inflation-driven price sensitivity. At Dee Set, we transform retail data into actionable insights, highlighting high-performing SKUs, optimising promotions, and guiding stock allocation to ensure inventory is in the right place at the right time. Using tools like Reapp Insight and Recognise, we combine advanced analytics with human expertise to help you make informed decisions and boost performance. Many consumers are spreading their spending earlier, looking for deals well in advance of the main Black Friday day. Introduce early offers, whether a sneak-peek for loyalty card holders or mid-October promotions, to lock in spend early and get ahead of the competition. At Dee Set, we can analyse past sales patterns to identify which products and offers resonate most with early-bird shoppers. We help you plan targeted early promotions and ensure visibility in stores so you capture sales before competitors do. During high demand, it’s easy for stockouts, misplaced POS or poor display setups to erode sales. Having a field marketing team carry out regular retail audits is essential to keep execution strong. Our field marketing team ensure POS is placed correctly, shelves are fully stocked, displays are clean, visible and working as intended. This prevents in-store execution gaps from costing you sales. At Dee Set, we have dedicated field marketing teams to audit stores, check POS and displays, and address gaps in real time. We ensure your Black Friday campaigns are executed consistently across every store to protect revenue and maximise shopper impact. [Insert video: Dee Set Support Asda Black Friday 2024] Make the shopping path obvious by ensuring entrances, main aisles and point-of-sale displays guide shoppers to your key deals. Use strong, clear signage to highlight discounts, bundle offers and urgency such as ‘limited stock’ or ‘ends midnight’ to cut through fierce competition. In-store experiences like engaging displays can boost engagement and convert browsers into buyers, even when price sensitivity is high. Black Friday provides you with the rare opportunity to set the tone for the rest of Q4. If you combine thorough planning, on-the-ground execution, visible promotions, and strong shopper experience, you won’t just survive the season; you can lead it. At Dee Set, we advise on shopper flow, signage placement, and in-store experiences to optimise the customer journey. We ensure displays and messaging are visible and compelling, helping turn browsers into buyers while supporting your key promotions. If you’re feeling overwhelmed or want to ensure you’re maximising every opportunity, this Black Friday, we’re here to help. At Dee Set, we specialise in field marketing execution, retail auditing, POS optimisation, and data-led activation. Let’s partner to: Get in touch today, and let’s plan your most successful Black Friday yet, to make Q4 2025 the strongest retail finish you’ve ever had.Key stats to consider this Black Friday
Black Friday marketing challenges
5 top tips for Black Friday marketing success
1. Plan well in advance
2. Use a data-driven strategy
3. Capture early-bird shoppers
4. Leverage the power of field marketing and retail audits
5. Understand the customer journey & create compelling signage and experiences
Black Friday field marketing made easy with Dee Set
