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Mastering Black Friday campaigns to grow DTC Wine Sales

Black Friday, once a primarily American shopping phenomenon, has transcended borders and become a global retail extravaganza. In the Australian wine industry, particularly the direct-to-consumer (DTC) wine sales space, leveraging Black Friday and the associate shopping day – Cyber Monday is an exceptional opportunity to move stock, boost revenue and connect with customers.

Understanding the Black Friday Phenomenon

Black Friday, which falls on the day after Thanksgiving in the United States (the fourth Thursday in November), traditionally marks the beginning of the holiday (Christmas) shopping season. Historically, it earned its name because it marked the day when retailers would often turn a profit for the year, moving from being “in the red” (loss) to “in the black” (profit).

Cyber Monday is the Monday following Black Friday, specifically focused on online shopping. It was introduced in the early 2000s to extend the Black Friday shopping period and encourage consumers to take advantage of the internet for holiday shopping.

Since its inception, Cyber Monday has grown in popularity, becoming one of the busiest online shopping days of the year. It has contributed to the overall expansion of the holiday shopping season and has become a global phenomenon, with online retailers worldwide participating in this digital shopping extravaganza.

Why Plan in Advance

Just like any retailer, planning your DTC wine sales campaign well in advance for Black Friday and Cyber Monday is essential for several reasons:

Intensive Competition: Many wineries now participate in these events, so competition for consumer attention is fierce. Planning ahead allows you to stand out with unique offers and effective marketing strategies.

Inventory Management: If you sell physical products such as wine, you must ensure sufficient inventory to meet increased demand. Planning ahead helps prevent out of stock issues and disappointments for customers.

Marketing Strategy: Crafting a compelling marketing campaign, including email marketing, social media promotions, and advertising, takes time. Early planning allows you to create and refine your strategies for maximum impact.

Technical Readiness: Preparing your online store or website for the increased traffic and transactions is crucial. It ensures a seamless shopping experience for customers and prevents technical glitches.

Building Anticipation: Creating anticipation and excitement among your audience requires time. Sending teaser campaigns and countdowns builds anticipation and encourages customer engagement.

Leveraging Influencers: If you plan to collaborate with influencers or partners for promotions, securing these partnerships well in advance is crucial. Influencers often have busy schedules and may need time to create content.

Testing and Optimisation: Starting early allows for testing various elements of your campaign, such as email subject lines, ad copy, and website functionality, to optimise performance.

Planning Your Black Friday & Cyber Monday DtC Wine Campaign

Now you understand the phenomenon that is BFCM and why you, as a DtC wine seller, should be planning your BFCM campaigns well in advance. So, let’s delve into the art of planning and implementing a successful Black Friday & Cyber Monday sales campaign and help you make the most of this annual shopping frenzy.

1. Set Clear Goals and Objectives

The foundation of any successful marketing campaign is setting clear, measurable goals. Whether you aim to increase sales, acquire new customers, or promote a specific wine range, defining objectives will help guide your strategy.

2. Analyse Past Performance

Review your previous Black Friday campaigns. What worked well? What didn’t? Analysing past data can provide insights into customer behaviour and preferences, helping refine your approach.

If you have no data from BFCM campaigns, as this will be the first time you have run them, look at past email, social media or paid advertising campaigns. This performance data will guide you through the process.

3. Craft Compelling Offers

Your Black Friday & Cyber Monday deals should be enticing enough to grab attention. Consider discounts, bundled packages, and limited-time offers to create a sense of urgency.

4. Segment Your Audience

Tailor your campaign to different customer segments. Consider factors like purchasing history, location, and preferences to create personalised offers and messages.

5. Create Engaging Content

Develop captivating content, including graphics, blog posts, social media updates, and email campaigns. Highlight the unique aspects of your wines and the value of your Black Friday & Cyber Monday deals.

6. Prepare Your Website and Online Store

Ensure your website can handle increased traffic and transactions. Optimise the user experience for seamless navigation and easy checkout.

Implementing Your Black Friday Campaign

1. Leverage Email Marketing

Send out teaser emails to your subscribers well in advance. Create a sense of anticipation and curiosity. Follow up with emails showcasing your Black Friday offers as the date approaches.

2. Engage on Social Media

Utilise your social media platforms to promote your Black Friday campaign. Create eye-catching graphics, videos, and stories to captivate your audience. Consider running paid advertising campaigns on platforms like Facebook and Instagram.

3. Implement SEO Strategies

Optimise your website for search engines to ensure it ranks well when customers search for Black Friday deals. Use relevant keywords and meta descriptions.

4. Mobile Optimisation

According to Statista’s Market Insights, mobile e-commerce sales reached $2.2 trillion in 2023 and now account for 60% of all e-commerce sales around the world. Given these facts and the increasing use of mobile devices for online shopping, your website must be mobile-friendly. Ensure it’s responsive and offers a seamless experience on smartphones and tablets.

5. Offer Exclusive Deals

Consider creating exclusive Black Friday offers for your loyal customers or wine club members. This can help build customer loyalty and drive repeat business.

6. Utilise Partner & Influencer Marketing

Team up with influencers in the food and wine space and your partners to promote your Black Friday campaign. Not only will their endorsements significantly impact purchasing decisions, but the reach of your campaign will be much greater than if you were doing it alone.

7. Monitor and Adjust

Continuously monitor the performance of your campaign. Track key metrics like website traffic, conversion rates, and revenue. Be ready to make adjustments, if necessary, based on real-time data.

Email Marketing Campaigns

Segment Your Email List:

Divide your email subscribers into segments based on their preferences, purchase history, and engagement level. This allows you to send highly targeted and relevant content to different groups. For example, you can create segments for loyal customers, new subscribers, or those interested in specific wine varieties.

Personalise Your Emails:

Personalisation goes a long way in email marketing. Use the recipient’s name and tailor the email content to their interests whenever possible. Mention past purchases or recommend wines based on their preferences.

Create a Countdown:

Build excitement by sending a series of emails with countdown timers. Start a few weeks before Black Friday and send weekly or bi-weekly updates counting down to the big day. Include teasers about upcoming deals to pique interest.

Exclusive Previews:

Offer your email subscribers exclusive previews of your Black Friday offers. Provide a sneak peek of the wines on sale and share details about their expected discounts. Make them feel like VIPs.

Engaging Subject Lines:

Craft compelling subject lines that grab attention and create curiosity. Use action-oriented words like “Sneak Peek,” “Limited Time Offer,” or “Exclusive Access.” A well-crafted subject line can significantly improve open rates.

Storytelling Content:

Share stories about your winery, the winemaking process, or the history behind specific wines. Engaging content can foster a deeper connection with your subscribers and make them more likely to purchase.

Visual Appeal:

Include high-quality images of your wines in your emails. Visuals play a crucial role in enticing customers. Consider using GIFs or videos to showcase your products engagingly.

Clear Call-to-Action (CTA):

Every email should have a clear and compelling CTA. Whether it’s to “Shop Now,” “Learn More,” or “Unlock Your Discount,” make sure it stands out and is easy to click.

Mobile Optimisation:

Ensure that your emails are mobile-responsive. Many people check their emails on smartphones, so your content should look and function well on mobile devices.

Abandoned Cart Recovery:

Send a reminder email if someone adds products to their cart but needs to complete the purchase. Offer an additional incentive, such as free shipping or a small discount, to encourage them to finalise their purchase.

Feedback and Reviews:

Encourage customers who have previously purchased from you to leave reviews or testimonials. Include these in your Black Friday emails to build trust and social proof.

Automated Email Sequences:

Set up automated email sequences to nurture leads and guide them through the sales funnel. For example, when someone subscribes, you can send them a welcome email series introducing your winery and products before transitioning into Black Friday promotions.

A/B Testing:

Experiment with different email elements, such as subject lines, visuals, CTA buttons, and email copy. A/B testing allows you to identify what resonates best with your audience and optimise your campaigns accordingly.

Post-Purchase Emails:

After someone makes a Black Friday purchase, send a follow-up email to thank them for their order, confirm the details, and provide order tracking information. This enhances the customer experience and sets the stage for future interactions.

Segmentation for Post-Black Friday Follow-up:

After Black Friday, segment your email list again based on purchase behaviour. This allows you to send tailored follow-up emails, such as recommending complementary wines or inviting them to join your wine club.

Post-Black Friday Strategies

Express Gratitude

After Black Friday, express your gratitude to customers who participated in your campaign. Send thank-you emails and consider offering exclusive post-sale deals as a gesture of appreciation.
Remember, this is only one step in the multiple DtC emails you will send throughout the year. By expressing your gratitude and offering an exclusive post-sales deal, you are setting up your Christmas/New Year campaigns.

Collect Feedback

Gather feedback from customers who made purchases during your Black Friday campaign. This information can be invaluable for improving future campaigns.

Segment and Nurture Leads

If you acquired new leads during Black Friday, segment them and continue nurturing these relationships with targeted email marketing and special offers.

Analyse Results

Conduct a thorough analysis of your Black Friday campaign’s results. What worked? What didn’t? Use this information to refine your strategy for the following year.

Wrapping it up

Mastering the art of planning and implementing a Black Friday sales campaign in the digital age is a multifaceted endeavour. For Australia’s direct-to-consumer wine sales industry, Black Friday represents a golden opportunity to connect with wine enthusiasts and boost sales. You can create a winning strategy by setting clear goals, analysing data, segmenting your audience, and crafting compelling offers. Leveraging email marketing, social media, SEO, and influencer partnerships will help you maximise your reach. Remember that the campaign doesn’t end on Black Friday; post-sale strategies are equally crucial for nurturing customer relationships and setting the stage for future success. With careful planning and execution, your Black Friday campaign can uncork the full potential of your direct-to-consumer wine sales in the digital age.

Cheers to a successful Black Friday DtC Wine Sales Campaign!

Tania Shirgwin

Tania Shirgwin

Founder + Head Consultant

Tania is a marketing strategist specialising in tourism, wine and hospitality marketing. As founder of Decant Digital (formerly bizeez communications), Tania’s unique role over the past 14 years has enabled her to follow her passions of travel and her marketing obsessions of strategic marketing planning, consumer-focused web development, search optimisation, and training. With over 80 customised websites built to date, successful event marketing campaigns and new business branding, Tania’s wealth of experience ensures businesses continually increase website traffic, direct bookings, and sales via proven marketing tactics.

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