Our experts' tips to keep your head above water this Black Friday (and beyond)

Ah, Black Friday. Even with all the preparation in the world, it can still sneak up on you like Santa Claus tiptoeing around your living room on Christmas Eve. 

That’s why we’ve asked our fulfilment experts to give you their top tips to thrive – not just survive – through Black Friday 2025. 

So get ready to stop the guesswork and start sailing through Black Friday with the confidence and swagger of Mick Jagger (hey, we're poets, too).

Tip #1: Make your offer genuine 

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“Shoppers are wise to discounting tactics, so make it a genuine and compelling offer! Also, make sure to be clear and consistent on the timing and extent of Black Friday or Cyber Monday promotions across all channels.” 

Lee Thompson, Chief Executive Officer 

UK shoppers are estimated to spend £3.9 billion in this year’s Black Friday sales, with three in five adults expected to spend. 

Despite the eagerness of UK shoppers to take part in this year’s big shopping event, you’ll still have to nail the timing and content of your offer(s) to drive sales.  

Shoppers are there – no doubt – but they’re value-driven and logistics-aware, so you’ll have to make your offers real, and your delivery promises clear. 

Data from last year’s Black Friday shows that businesses benefitted from discounts that spanned more than just the Friday itself, suggesting that longer, more drawn-out discounts can result in additional revenue. 

One thing for sure is that consumers are wise to discounting tactics, as Lee says. Make the offer worth a shopper’s time, and you’ll see the sales roll in. 

Tip #2: Spread your shipping risk (and communicate clearly to customers)

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“Peak is unpredictable, and delays happen. That’s why it pays to work with multiple carriers. If one network slows down, your orders don’t. Plus, your customers appreciate transparency; it’s better to say 2-4 business days for delivery than make a promise you can’t keep.” 

Patrick Vonk, Head of EU Development

Parcel carriers worldwide run into performance roadblocks every year during the peak period, and it’s not something your business can avoid. 

Throughout 2024, two thirds of UK shoppers (67%) experienced a delivery issue with a carrier, numbers that come under even more strain during popular eCommerce events. 

This is why, at peak, it’s vital to spread your shipping risks and set realistic delivery ETAs to your customers. Multi-carrier networks and SLAs you can meet beats over-promising on a single network every time. 

Tip #3: Manage your expectations 

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“During peak, delivery networks are stretched to their limits. If one major carrier – say, Royal Mail – wobbles, everyone feels it. Businesses using multi-carrier setups try to spread volume to keep things moving, but this can create a mini domino effect that impacts service across the board. 

“The biggest disruptor, however, is often completely out of anyone’s control: the weather. Even a small, localised issue can cause a chain reaction that takes days to recover from. When every network is already running at capacity, there’s simply no flex left in the system that exists in the other 10+ months of the year. What you can control, though, is your expectations: be clear on what can happen, plan ahead, and prepare to be flexible.” 

Chris White, Chief Delivery Officer 

As Chris explains, peak hits carriers hard. Measured parcels across the UK increased by 8.3% to 3.9 billion across 2023-24, touching distance from the 4 billion recorded through the 2020-21 pandemic peak. 

Add the possibility of bad weather to the mix, and the room for error or delay gets tight (or even evaporates entirely). 

All things considered, it’s best to prepare for the worst. Spread your shipping risk, make plans for potential delays, and communicate transparently with customers. A late parcel is one thing, but keeping buyers in the dark is another. 

Tip #4: Plan early and forecast accurately 

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“Black Friday success starts with smart stock management. Ensure inventory arrives well in advance, and forecast carefully so you can meet demand without being left with excess stock afterwards. Data-driven planning keeps operations smooth and customers happy.” 

Marcus Claydon, Account Manager 

Predicting demand is where you win and lose peak. Fall short, and your ‘out of stock’ notices will likely send shoppers elsewhere. Overcommit, and you’ll tie up precious revenue in excess stock. 

Work closely with your fulfilment provider to predict demand, using forecasting tools, historical peak data, and seasonal influences to plan stock levels effectively. 

Don’t forget to look at market growth data, too. Things are looking up after a tough few post-pandemic years, with September 2024 showing +3.2% year-on-year growth for online retail. Chat with your fulfilment provider about the right levels of buffer you should have for your peak season stock.

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Tip #5: Use Black Friday as a test of resilience 

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“See Black Friday as a test of your brand’s resilience, not just its sales power. The best results come from teams that stay aligned across operations, fulfilment and customer service, even when demand spikes. Focus on visibility so you always know what’s happening with stock, deliveries and customer expectations in real time. And when it’s all over, look beyond the numbers. Measure how well you delivered for your customers when it mattered most, because that’s what builds loyalty long after the sales end.” 

Austin Waddecar, Chief Product Officer 

Teamwork makes the dream work, right? Cyber Week 2024 hit an eye-watering $314.9 billion in global sales – the kind of figures that require all hands on deck. 

But you don’t have to do it alone. Real-time visibility is a winner for keeping tabs on what’s happening, as Austin explains. If you know what’s happening with stock as it happens, you’ll make better business decisions as a result. 

Once you’ve got through the Black Friday weekend (right after you’ve finished patting yourself on the back), the work for 2026 Black Friday begins (no, really). 

Track your data closely – what worked, what didn’t – it’ll all help you improve as a business. Think OTIF/OTD, WISMO rates, first-contact resolution, and refund and return times. 

Tip #6: Reward loyalty with exclusivity 

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“Black Friday isn’t all about the discounts, it’s about making customers feel special. Create Black Friday bundles only available one weekend of the year, or warm up your VIP customers with a presale sneak peek. Small gestures of inclusivity can make a big impact.” 

Kirsty Anderson, Account Manager 

Black Friday competition is fierce, and customer expectations are higher than ever. If you want shoppers to stick around after your discount codes expire, you’ll need to give them a reason to. 

Personalisation alone drives sales, with 81% preferring to shop with companies that personalise the buying experience. 

Beyond this, deploy tactics like member-first drops and January ‘thank you’ credits to convert bargain hunters into long-term customers. 

Tip #7: Make the most of business insights 

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“Quality data, strong oversight, and real-time review – that’s how businesses turn chaos into control during peak season.” 

Jonathan Davies, Chief Financial Officer 

Strong data paints a clear picture during peak, helping you spot trends, solve problems, and make process improvements. 

When it’s all said and done, your analytics should have a big part to play in your planning for 2026. If you didn’t analyse your data last year, make it a habit moving forward. 

It’s also vital to segment your new customers, review carrier performance and return reasons, and feed this data into your 2026 plans. Future you will thank you. 

Put our advice into action 

If reading these tips makes you feel like you’ve got holes in your fulfilment setup, we can help. 

With proprietary technology and a flexible, global fulfilment network, we take the pressure off brands throughout the peak period and beyond. 

We’re less box mover, more brand builder – and we’ll ensure fulfilment never gets in the way of your potential.