Don't Leave Your Customers Confused on Black Friday: Simple Offers Work Best!

How to Create Clear, Exciting BFCM Deals that Keep Your Customers Coming Back

Black Friday and Cyber Monday (BFCM) are prime time for handmade sellers to attract new customers and boost sales, but it's easy to get caught up in complex promotions that might leave customers scratching their heads. When it comes to making a sale, simplicity wins. Overcomplicated deals with confusing terms can turn shoppers away, while clear, attractive offers make it easy for customers to say "yes!"

Here are the top mistakes to avoid, and how you can ensure your BFCM promotions are clear, exciting, and friction-free.

1. Avoid Unclear Offers: Don’t Make Your Customers Think Too Hard

One of the biggest mistakes brands make during BFCM is creating convoluted offers that require customers to decipher multiple layers of discounts, bundles, and “GWP” (Gift With Purchase) deals. While it might seem like more options offer more value, in reality, this approach can lead to confusion and overwhelm.

Example of a Confusing Offer:“Save 10% when you buy two items, 15% for three items, or get a free gift if you spend $50 on select collections.”

Instead, keep it straightforward with a single, easy-to-understand discount that everyone can benefit from.

Example of a Simple Offer:“25% off everything in the store!”

A clear offer doesn’t make customers do the math; it’s easy to understand and applies to everyone. Remember, on BFCM, you want customers to see the deal, feel the value, and click "buy"—not hesitate because they need to figure out the terms.

2. Make It Exciting: Less Than 25% Might Not Be Enough

Another common pitfall is underwhelming discounts. While every bit of savings counts, BFCM is highly competitive, and customers are looking for deals that feel worth their time and money. A discount of less than 25% might not be enticing enough, especially when customers are inundated with offers from other brands.

If you can’t offer a larger percentage discount, consider other attractive offers like free shipping or bundling popular products with a high-perceived value. The key is to make sure your offer feels like a “must-have” deal that shoppers won’t want to miss.

Example of an Exciting Offer:“Buy any candle, get one 50% off,” or “Free shipping on all orders over $30.”

3. Remove Unnecessary Friction: Keep the Buying Process Seamless

When customers are shopping on Black Friday, they expect a smooth and efficient experience. Complicated checkout processes, unclear discounts, or the need to apply multiple coupon codes create unnecessary friction that can lead customers to abandon their carts. The goal is to make the buying process as seamless as possible, reinforcing the savings and keeping everything simple.

Avoid Adding Friction by:

• Clearly displaying the discount applied at checkout.

• Using a single coupon code for all discounts, or better yet, automatically applying the discount.

• Reinforcing the value throughout the shopping journey so customers feel confident they’re getting a great deal.

  
  

Example of a Seamless Offer:“20% off applied at checkout—no code needed!”

By reducing steps and making savings obvious, you create a pleasant shopping experience that keeps customers coming back. The less friction in the buying process, the more likely shoppers are to complete their purchase.

The Difference Between a Good Offer and a Bad Offer

A good offer is simple, enticing, and easy to redeem. It makes customers feel like they’re getting a fantastic deal without any hassle. On the other hand, a bad offer is complicated, unclear, and requires too much thought, leaving customers feeling uncertain or frustrated.

A good offer keeps customers focused on the excitement of getting a great deal, while a bad offer disrupts that experience with unnecessary mental gymnastics or a complicated checkout.

Here’s a Quick Comparison:

Good Offer	Bad Offer
35% off sitewide	15% off the first item, 30% off the third
Free shipping, no code needed	Free gift with $75 purchase on selected items
Discount applied automatically at checkout	Multiple codes required for different discounts

Key Takeaways for BFCM Success

When crafting your BFCM offers, keep these points in mind:

• Simplicity is Key: Make your offers easy to understand and apply.

• Create Excitement: Ensure your discount or offer is valuable enough to stand out.

• Seamless Checkout: Avoid unnecessary friction in the buying process to encourage conversions.

  
  

By focusing on clear, enticing offers, you make it easy for customers to see the value and make a purchase. Remember, your goal is to create an enjoyable shopping experience that feels like a treat—not a task.

This Black Friday, give your customers what they want: fantastic deals without the hassle! Happy selling!