How to prepare for Black Friday fulfilment in 2025

It’s that time of year again – Black Friday is just around the corner, ready to send eCommerce retailers into the ultimate whirlwind (or maybe not if you carry on reading). UK shoppers will unleash their shopping fury on 28th November, closely followed by Cyber Monday on 1st December.

It's predicted that Brits will spend £3.9 billion on 2025 Black Friday sales, £100 million more than the forecasted spend of £3.8 billion in 2024. Cha-ching.

For retailers, Black Friday fulfilment means more than just hitting the gym to flex those packing muscles; it’s about staying one step ahead to ensure customers get their orders smoothly, promptly, and with zero(ish) hitches. After all, a smooth Black Friday means happy customers, potentially repeat customers, and, of course, very happy sales figures.

To help you prepare, we've pulled together some top tips to ensure that Black Friday doesn’t turn into a black hole of stress and chaos. Here’s our countdown of the top five recommendations to prepare your Black Friday fulfilment for success. Here we go!

Preparation is key (like most things in life)

With hundreds, thousands – maybe even hundreds of thousands – of orders coming in hot, a chaotic stockroom is the last thing you need. Imagine a customer orders the most popular item of the season, only to find it’s wedged at the back of the stockroom, buried under boxes from last spring.

Top tip: Start by reviewing your inventory data (preferably early, but better late than never). Identify bestsellers, high-demand colours and seasonal items, and make sure these are easily accessible. If it’s something that could go viral (looking at you, TikTok Shop), keep it within easy reach. fulfilmentcrowd’s intelligent stock management tools can help streamline this process, so you’re not left rummaging around at the last minute – or worse, discovering you don’t have those in-demand items in stock and losing valuable custom.

Bonus tip: If you can, designate ‘hot zones’ for items likely to fly off the (virtual) shelves. Think of it as your warehouse VIP section, where bestsellers get the red-carpet treatment. Bottle service not included.

Don’t skimp on shipping options (or speed)

Black Friday shoppers don’t just want good deals; they want their deals delivered yesterday. And although that might be impossible, it just goes to show that fast shipping is a top priority for customers, so making sure you have the right delivery options is essential. Offering next-day, weekend, or even same-day dispatch options can make the difference between a sale and an abandoned basket. Even the best products and deals in the world can fall through if you leave your customers waiting… and waiting and waiting.

It's not just speed that customers want, either. Shipping costs are a big influence on most buyers, with 68% saying their biggest driver of a positive shopping experience is affordable – or free – shipping. Consider free shipping thresholds to encourage shoppers to fill up their virtual baskets.

Top tip: fulfilmentcrowd’s network is built for peak, with rapid dispatch services ready to handle same-day orders, ensuring fast fulfilment even during Black Friday surges. And because we operate across the UK and internationally, we’ve got you covered no matter where those orders are headed. Set up transparent shipping options on your site, letting customers know exactly when to expect their packages. That way, you won’t leave anyone biting their nails (or screaming at your customer service reps), wondering if their purchase will arrive in time.

Bonus tip: If you have a ‘buy now, pay later’ option, highlight it. Consumers under the economic pinch love the flexibility, and it could just nudge them to hit ‘checkout’ faster.

Don’t discount discount codes

Black Friday without discount codes is like a Christmas dinner without gravy – dry, disappointing, and missing the best bit. But creating discount codes isn’t simply a numbers game; it’s about making them clear, accessible, and aligned with stock levels. Just like a good gravy, your discount codes need to work smoothly, without leaving a lump in the throat.

Top tip: Offer specific codes for key product lines, bundle popular items together, and make your discount codes easy to apply. fulfilmentcrowd’s real-time inventory tech ensures you’re not promoting out-of-stock items, an essential for maintaining a positive customer experience. And if you can, set up early bird Black Friday promotions to spread out the sales surge and keep your fulfilment operations smooth.

Bonus tip: Fun, simple discount codes like ‘GET20’ or ‘GOODGRAVY’ are easier to remember and avoid those panicked moments at checkout. A scrolling banner or pop-up on your checkout page can also alleviate errors.

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Prepare for bracketing (aka the return of the returns)

Bracketing is the not-so-secret shopping habit that adds a whole new dimension to fulfilment stress. It’s when customers order multiple sizes or colours of the same product, intending to keep only one and return the rest. For customers, it’s convenient; for retailers, it’s an inventory nightmare.

An eye-watering 24.5% of global eCommerce sales are returned, and with bracketing set to peak around Black Friday, a smooth returns process is essential.

Top tip: fulfilmentcrowd’s returns management process is designed to handle the bracketing storm. Our efficient returns systems mean that returned items are restocked quickly, allowing you to maintain accurate inventory levels and reduce any lag in re-selling hot items. Clear return policies and fast restocking keep customers happy, and put your bestsellers back on the (virtual) shelf sooner. Remember, you can’t stop bracketing, but you can manage it successfully.

Bonus tip: To discourage excessive bracketing, consider offering incentives for accurate sizing, like a small discount for customers who use size guides before ordering. It’s a friendly nudge toward fewer returns and happier stock levels. If you can’t offer an incentive, ensure you actually have size guides available – or implement a sizing comparison with other brands.

Get your marketing in shape and keep it consistent

Black Friday shoppers are bombarded with deals – thousands of them – so standing out requires a bit of savvy and a lot of consistency. From emails to social media posts, ensure your messaging aligns with stock levels, shipping times, and returns policy.

Effective marketing can drive sales, but the key to keeping those customers is clarity. Too many offers and discount codes can feel a bit like love bombing (i.e. you’re so desperate for their custom and you’ll stop at nothing to get it). Then, by the time Valentine’s Day rolls around, you’ve used all your resources and effort up, leaving your customers feeling forgotten and frustrated (pushing them into the arms of another lover… we mean, retailer).

Top tip: Highlight your bestsellers and top deals across multiple channels, but don’t forget to manage expectations. Use fulfilmentcrowd’s real-time inventory insights to focus on items that can ship quickly, and keep your customers informed about delivery timelines to reduce disappointment.

Bonus tip: For those VIP customers, consider sending early access codes or exclusive deals to boost loyalty. A little extra attention goes a long way, and it might just bring those shoppers back after the Black Friday rush. And that's exactly what we want.

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If all this talk of Black Friday fulfilment has you feeling stressed (certainly not our intention), there’s good news: our flexible, scalable fulfilment solutions are built to handle high demand with ease, and our end-to-end service means you can focus on growing your business while we take care of the fulfilment details.

Our Black Friday clients have seen firsthand how our tech-powered network can handle the peak season without breaking a sweat. In fact, 2024 saw us record a 48% year-on-year volume increase, all while maintaining 99.3% SLA achieved. Not too shabby.

Take a deeper look at our Black Friday 2024 numbers to see how we helped retailers handle the surge last year. From rapid dispatch to seamless returns, we’re here to help you make this Black Friday your smoothest yet.