Rivalry2

Black Friday Is Coming—Is Your Personalization Strategy Airtight?
2026-02-28 21:32 Diff
https://www.dynamicyield.com/article/black-friday-personalization-2024/
Summarize this articleHere’s what you need to know:
Analyze data from last year: Marketers should identify top-performing channels and personalization tactics using previous Black Friday data, focusing on KPIs like session time, page views, and purchase behavior.
Segment audiences wisely: Collect zero-party data to find out whether visitors are shopping for themselves or others and adapt your personalization strategy accordingly.
Empathize with your customers: To avoid piling on during an overwhelming holiday season, brands should craft a channel prioritization strategy and aim to aid customers with helpful experiences like shipping deadlines and price drops.
This content originally appeared in our XP² newsletter.  Subscribe here to receive experience optimization insights like these, straight to your inbox.
As a marketer, Black Friday has likely been on your radar for months—and you have countless strategy meetings on your calendar to prove it. But before you get executive-level approval for your plan, we’d like to pass on some valuable insights for gift-giving season. After all, the stakes are high: Last year, online retailers in the U.S. alone racked up almost $10 billion in sales—and that figure is likely to go up this November.
Few know Black Friday better than Director of Enablement Maya Gorlicki. Approaching her seventh Black Friday at Dynamic Yield by Mastercard, she has worked alongside countless brands to craft battle-tested personalization strategies for major seasonal events.
Here are her best practices, which readily apply to many industries beyond retail this holiday season:
JR: What should brands pay special attention to this Black Friday?
Maya: The window for Black Friday seems to be getting wider every year. Some retailers offer early access to sales on certain items, and price drops happen a lot sooner than in prior years. You may want to factor in a longer timeline as you build out your seasonal campaigns.
How can brands use the data and insights they gleaned from last Black Friday to set a good foundation for their campaigns this year?
Start sleuthing to find where most of your traffic comes from—social media, paid ads, wherever. You’ll gain a sense of your best performing channels and where you come up short. Plan to invest most of your efforts where you are already performing.
You should also examine your personalization campaigns. Identify your top performers from last year, further refine what worked, and experiment where you can improve.
Pay close attention to these KPIs:
Average session time: How deeply are customers engaging with your site?
Average page views: Are your customers researching or purchasing?
Average order value: Are customers responding to any free shipping thresholds or product bundles you’ve created?
Purchases per user: Are customers responding to personalized product recommendations and other cross-sell opportunities?
When building out a personalization strategy, we recommend starting with audience segmentation. How do seasonal events like Black Friday affect audience strategy and what tweaks should marketers make to their approach?
To create effective audiences, you need a holistic picture of your customer—and that applies year-round. Put the infrastructure in place now to better understand your customer journey going forward. If you have an offline retail presence, try to bridge in-store and eCommerce experiences. Loyalty programs allow you to make online product recommendations based on in-store purchases, and/or you can upload offline CRM data into your personalization engine.
During the year, your site visitors typically shop for themselves, but when the holiday season rolls around, they’re often looking for gifts for their friends and family. A personalization approach based on long-term data will be less effective for this audience.
That said, almost half of millennials buy for themselves on Black Friday, and they made up the largest share of online shoppers (43%) in 2023. Plus, there are certain products and big ticket-items like appliances that most purchasers buy for themselves. You can still use your year-round personalization strategy to target these returning site visitors.
How do you recommend marketers consider these customer nuances?
Black Friday attracts more site visitors than any other time of the year. Use this as an opportunity to gather as much zero-party data as possible. You can roll out a quiz that asks for preferences upfront and if they’re shopping for someone else. You can also engage customers with a personal AI assistant like Shopping Muse, which initiates a conversation and captures their intent.
Consider sending return visitors an email that asks them to double-check their preferences and note whether they’ll be shopping for someone else this go-around. From there, marketers can personalize offers, content, and products accordingly and tailor their campaigns to optimize for the most relevant KPIs.
If a site visitor is shopping for someone else this season, you can segment them into a temporary audience that deprioritizes personalized recommendations based on affinity and focuses more on short-term site behavior instead. Gift shoppers tend to have high bounce and low engagement. One way to keep them on the site is an attention-grabbing overlay with reviews and testimonials when they show exit intent. This can help them feel confident that they’re grabbing the perfect gift and drive them back down the marketing funnel.
A personalized exit popup offering a limited time offer after detecting potential site abandonment.
Knowing that consumers are likely facing choice overload and getting dozens of emails and texts around this time of year, what can brands do to reach customers without pushing them away?
Brands should empathize with their customers: As campaigns and promotions fill up customers’ inboxes and messaging apps, they’ll likely feel overwhelmed. If you send out too many messages across too many channels, customers will unsubscribe. To reduce over-communication, implement a channel prioritization strategy.
How else can customers cut through the noise and make their messages stand out?
Customers feel a greater sense of urgency during the holidays. With a typical personalization strategy, you would gradually move customers toward conversion over time, but a seasonal shopper can traverse the customer journey all in the same day. It’s important to deliver what they want quickly.
For Black Friday, countdown timers that show the timeline of a sales event can help convert more holiday shoppers, both on your website and in your email campaigns. I’d also recommend using badges with messaging like “best seller” or “most loved” for products that are selling fast. And for those who are on the fence about a certain item, you can send a price drop SMS message or email to build a greater sense of FOMO.
Two countdown timers indicating the start of a Black Friday sale and an early-access VIP Black Friday sale respectively.
As the holiday season continues, one of the best things marketers can do is to generate urgency around shipping. If a customer has abandoned a cart full of products, or has been looking at a product recently, brands can trigger an email send that notifies them that a shipping deadline is approaching, and their desired items won’t show up in time if they wait to purchase. If a shipping deadline has already passed, brands can also use geolocation data to offer an in-store pickup option.
What are some takeaways from Black Friday for industries that may not have as much of a seasonal push?
I think the Black Friday approach can still apply for other industries, with a few contextual differences and caveats. Marketers in FI should use this moment to collect as much zero-party data as possible, since big holiday spenders are likely to apply for credit cards so they can fund their purchases. Grocery brands can still drive urgency for holiday meals by using product badges to highlight when a particular food item is low in stock or popular. And personalized, triggered emails and texts around price drops could easily slot into a travel company’s personalization strategy—especially as people book accommodations for the holidays.
Make the Most of the Holiday Season This Year

With Black Friday just around the corner, brands should give their personalization strategy a kick of the tires today. They can start by analyzing data from last year’s performance, segmenting gift buyers from repeat customers, and catering to customers’ seasonal shopping behaviors—be it through personalized shipping offers, countdown timers, or timely messaging. Brands who get this right have an opportunity to turn the Black Friday flood of traffic into a steady stream of loyal customers.
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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-232787" class="et_pb_post post-232787 article type-article status-publish has-post-thumbnail hentry article-category-targeting-personalization article-industry-agnostic article-industry-ecommerce article-tags-seasonality-in-personalization article-function-conversion-optimization article-function-merchandising-ecommerce article-function-marketing article-type-xp-newsletter"><div class="article-content"><div class="article-head-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/articles/" title="Articles">Articles</a> <a href="https://www.dynamicyield.com/articles/category/targeting-personalization/ ">Targeting &amp; Personalization</a></div><h1 class="article-title">Black Friday Is Coming—Is Your Personalization Strategy Airtight?</h1><h2 class="article-excerpt">Maya Gorlicki, Director of Enablement at Dynamic Yield, discusses what makes a personalization strategy successful during Black Friday and major seasonal events, covering online retail and more.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/jr.moore-156.jpeg"  alt="JR Moore" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/jr-moore/" title="Posts by JR Moore" rel="author">JR Moore</a></div><div class="article-author-title-text"> Content Writer</div></div></div><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/maya.gorlicki-171.png"  alt="Maya Gorlicki" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/maya-gorlicki/" title="Posts by Maya Gorlicki" rel="author">Maya Gorlicki</a></div><div class="article-author-title-text"> Director of Enablement</div></div></div></div></div><div class="entry-content article-entry-content"><div class="article-entry-content-inner"><div id="WYNTK-Sec" class="what-you-need-to-know-sec"><p><img decoding="async" style="width: 20px; margin-right: 5px; vertical-align: -2px;" src="/wp-content/uploads/2020/09/star-icon.svg" /><strong class="first">Summarize this article</strong><strong class="hidden">Here&#8217;s what you need to know:</strong></p><ul style="margin-left: 4px; font-size: 16px;"><li style="margin: 10px 0;"><u>Analyze data from last year</u>: Marketers should identify top-performing channels and personalization tactics using previous Black Friday data, focusing on KPIs like session time, page views, and purchase behavior.</li><li style="margin: 10px 0;"><u>Segment audiences wisely</u>: Collect zero-party data to find out whether visitors are shopping for themselves or others and adapt your personalization strategy accordingly.</li><li style="margin: 10px 0;"><u>Empathize with your customers</u>: To avoid piling on during an overwhelming holiday season, brands should craft a channel prioritization strategy and aim to aid customers with helpful experiences like shipping deadlines and price drops.</li></ul></div><p><em>This content originally appeared in our XP² newsletter.  </em><a href="https://www.dynamicyield.com/newsletter/" target="_blank" rel="noopener"><em>Subscribe here</em></a><em> to receive experience optimization insights like these, straight to your inbox.</em></p><p>As a marketer, <a href="https://www.dynamicyield.com/article/black-friday-shopping-personas/" rel="noopener" target="_blank">Black Friday</a> has likely been on your radar for months—and you have countless strategy meetings on your calendar to prove it. But before you get executive-level approval for your plan, we’d like to pass on some valuable insights for gift-giving season. After all, the stakes are high: Last year, online retailers in the U.S. alone racked up <a href="https://www.barrons.com/articles/black-friday-cyber-week-online-sales-deals-total-970002b1" rel="noopener" target="_blank">almost $10 billion</a> in sales—and that figure is likely to go up this November.</p><p>Few know Black Friday better than Director of Enablement Maya Gorlicki. Approaching her seventh Black Friday at Dynamic Yield by Mastercard, she has worked alongside countless brands to craft battle-tested <a href="https://www.dynamicyield.com/article/personalization-guide/" rel="noopener" target="_blank">personalization</a> strategies for major seasonal events.</p><p>Here are her best practices, which readily apply to many industries beyond retail this holiday season:</p><p><strong>JR: What should brands pay special attention to this Black Friday? </strong></p><p>Maya: The window for Black Friday seems to be getting wider every year. Some retailers offer early access to sales on certain items, and price drops happen a lot sooner than in prior years. You may want to factor in a longer timeline as you build out your seasonal campaigns.</p><p><strong>How can brands use the data and insights they gleaned from last Black Friday to set a good foundation for their campaigns this year?</strong></p><p>Start sleuthing to find where most of your traffic comes from—social media, paid ads, wherever. You’ll gain a sense of your <a href="https://www.dynamicyield.com/lesson/strategizing-omnichannel-personalization/" rel="noopener" target="_blank">best performing channels</a> and where you come up short. Plan to invest most of your efforts where you are already performing.</p><p>You should also examine your personalization campaigns. Identify your top performers from last year, further refine what worked, and experiment where you can improve.</p><p>Pay close attention to these KPIs:</p><ul><li><u>Average session time</u>: How deeply are customers engaging with your site?</li><li><u>Average page views</u>: Are your customers researching or purchasing?</li><li><u>Average order value</u>: Are customers responding to any free shipping thresholds or product bundles you’ve created?</li><li><u>Purchases per user</u>: Are customers responding to personalized <a href="https://www.dynamicyield.com/lesson/product-recommendations-guide/" rel="noopener" target="_blank">product recommendations</a> and other cross-sell opportunities?</li></ul><p><strong>When building out a personalization strategy, we recommend starting with </strong><strong><a href="https://www.dynamicyield.com/root/primary-audiences-framework/" rel="noopener" target="_blank">audience segmentation</a></strong></a><strong>. How do seasonal events like Black Friday affect audience strategy and what tweaks should marketers make to their approach?</strong></p><p>To create effective audiences, you need a holistic picture of your customer—and that applies year-round. Put the infrastructure in place now to better understand your customer journey going forward. If you have an offline retail presence, try to bridge in-store and eCommerce experiences. Loyalty programs allow you to make online product recommendations <a href="https://www.dynamicyield.com/blog/using-in-store-purchase-data-online/" rel="noopener" target="_blank">based on in-store purchases</a>, and/or you can upload offline CRM data into your personalization engine.</p><p>During the year, your site visitors typically shop for themselves, but when the holiday season rolls around, they’re often looking for gifts for their friends and family. A personalization approach based on long-term data will be less effective for this audience.</p><p>That said, almost half of millennials buy for themselves on Black Friday, and they made up the <a href="https://www2.deloitte.com/us/en/pages/about-deloitte/articles/press-releases/black-friday-cyber-monday-embraced-as-consumers-seek-deals-to-stretch-their-budgets.html" rel="noopener" target="_blank">largest share of online shoppers</a> (43%) in 2023. Plus, there are certain products and big ticket-items like appliances that most purchasers buy for themselves. You can still use your year-round personalization strategy to target these returning site visitors.</p><p><strong>How do you recommend marketers consider these customer nuances?</strong></p><p>Black Friday attracts more site visitors than any other time of the year. Use this as an opportunity to gather as much zero-party data as possible. You can roll out <a href="https://www.dynamicyield.com/use-case/guided-product-discovery-quiz/" rel="noopener" target="_blank">a quiz that asks for preferences upfront</a> and if they’re shopping for someone else. You can also engage customers with a personal AI assistant like <a href="https://www.dynamicyield.com/shopping-muse/" rel="noopener" target="_blank">Shopping Muse</a>, which initiates a conversation and captures their intent.</p><p>Consider sending return visitors an email that asks them to double-check their preferences and note whether they’ll be shopping for someone else this go-around. From there, marketers can personalize offers, content, and products accordingly and tailor their campaigns to optimize for the most relevant KPIs.</p><p>If a site visitor is shopping for someone else this season, you can segment them into a temporary audience that deprioritizes personalized recommendations based on affinity and focuses more on short-term site behavior instead. Gift shoppers tend to have high bounce and low engagement. One way to keep them on the site is an attention-grabbing overlay with reviews and testimonials when they show <a href="https://www.dynamicyield.com/lesson/6-exit-intent-tactics/" rel="noopener" target="_blank">exit intent</a>. This can help them feel confident that they’re grabbing the perfect gift and drive them back down the marketing funnel.</p><p><img fetchpriority="high" decoding="async" class="aligncenter size-full wp-image-232797" src="https://www.dynamicyield.com/wp-content/uploads/2024/10/Exit-popup-site-abandonment.png" alt="A personalized exit popup offering a limited time offer after detecting potential site abandonment." width="936" height="602" /></p><div style="font-size: 12px; margin-top: 0px; line-height: 1.3em; margin-bottom: 0px; max-width: 1330px; text-align: center;"><em> A personalized exit popup offering a limited time offer after detecting potential site abandonment.</em></div></p><p><strong>Knowing that consumers are likely facing choice overload and getting dozens of emails and texts around this time of year, what can brands do to reach customers without pushing them away? </strong></p><p>Brands should empathize with their customers: As campaigns and promotions fill up customers’ inboxes and messaging apps, they’ll likely feel overwhelmed. If you send out too many messages across too many channels, customers will unsubscribe. To reduce over-communication, implement a <a href="https://www.dynamicyield.com/blog/channel-prioritization/" rel="noopener" target="_blank">channel prioritization</a> strategy.</p><p><strong>How else can customers cut through the noise and make their messages stand out?</strong></p><p>Customers feel a greater sense of urgency during the holidays. With a typical personalization strategy, you would gradually <a href="https://www.dynamicyield.com/lesson/cro-plan/" rel="noopener" target="_blank">move customers toward conversion</a> over time, but a seasonal shopper can traverse the customer journey all in the same day. It’s important to deliver what they want quickly.</p><p>For Black Friday, countdown timers that show the timeline of a sales event can help <a href="https://www.dynamicyield.com/article/holiday-shopping-season/" rel="noopener" target="_blank">convert more holiday shoppers</a>, both on your website and in your email campaigns. I’d also recommend using badges with messaging like “best seller” or “most loved” for products that are selling fast. And for those who are on the fence about a certain item, you can send a price drop SMS message or email to build a greater sense of FOMO.</p><p><img decoding="async" class="aligncenter size-full wp-image-232792" src="https://www.dynamicyield.com/wp-content/uploads/2024/10/BF-countdown-timer.png" alt="Two countdown timers indicating the start of a Black Friday sale and an early-access VIP Black Friday sale respectively." width="1430" height="1045" /></p><div style="font-size: 12px; margin-top: 0px; line-height: 1.3em; margin-bottom: 0px; max-width: 1330px; text-align: center;"><em> Two countdown timers indicating the start of a Black Friday sale and an early-access VIP Black Friday sale respectively. </em></div></p><p>As the holiday season continues, one of the best things marketers can do is to generate urgency around shipping. If a customer has abandoned a cart full of products, or has been looking at a product recently, brands can trigger an email send that notifies them that a shipping deadline is approaching, and their desired items won’t show up in time if they wait to purchase. If a shipping deadline has already passed, brands can also use geolocation data to offer an in-store pickup option.</p><p><strong>What are some takeaways from Black Friday for industries that may not have as much of a seasonal push?</strong></p><p>I think the Black Friday approach can still apply for other industries, with a few contextual differences and caveats. Marketers in FI should use this moment to collect as much zero-party data as possible, since big holiday spenders are likely to apply for credit cards so they can fund their purchases. Grocery brands can still drive urgency for holiday meals by using product badges to highlight when a particular food item is low in stock or popular. And personalized, triggered emails and texts around price drops could easily slot into a travel company’s personalization strategy—especially as people book accommodations for the holidays.</p><h2><strong>Make the Most of the Holiday Season This Year</strong></h2><p>With Black Friday just around the corner, brands should give their personalization strategy a kick of the tires today. They can start by analyzing data from last year’s performance, segmenting gift buyers from repeat customers, and catering to customers&#8217; seasonal shopping behaviors—be it through personalized shipping offers, <a href="https://www.dynamicyield.com/personalization-examples/#tags=countdown-timers&#038;order=menu_order&#038;gate=or" rel="noopener" target="_blank">countdown timers</a>, or timely messaging. Brands who get this right have an opportunity to turn the Black Friday flood of traffic into a steady stream of loyal customers.</p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/seasonality-in-personalization/">Seasonality in Personalization</a></div></div><div class="article-content-sidebar"><div class="article-content-sidebar-inner"><h4>Read next</h4><ul class="article-sidebar-nav"><li> <a href="https://www.dynamicyield.com/article/how-to-drive-more-subscribers-to-your-mailing-list/">How to Drive More Subscribers to Your Mailing List</a><div class="article-sidebar-nav-author">Ravit Morales</div></li><li> <a href="https://www.dynamicyield.com/article/e-commerce-personalization-maturity-infographic-2025/">Infographic: The state of personalization maturity in e-commerce &#8211; 2025</a><div class="article-sidebar-nav-author">JR Moore</div></li><li> <a href="https://www.dynamicyield.com/article/reconnect-your-customers-with-the-right-message-at-the-right-time/">Reconnect your customers with the right message at the right time</a><div class="article-sidebar-nav-author">Emily Roberts</div></li></ul></div></div></div></div></article></div></div><section class="faq-cb-shortcode"><div class="faq-cb-shortcode-container"><div class="faq-cb-item"><div class="faq-cb-title"><h4>How should brands adapt their personalization efforts for new vs. returning customers during Black Friday?</h4></div><div class="faq-cb-tab"><div class="faq-cb-tab-inner"><div class="faq-cb-col-left"><p>For new customers, brands should focus on discovery-based personalization, offering a broader range of products, while returning customers benefit from recommendations based on past behavior. Personalization efforts differ as returning customers expect more tailored experiences, such as reminders of previously viewed products or exclusive offers based on past purchases. However, be wary that return visitors may be shopping for someone else this season.</p></div><div class="faq-cb-col-right"></div></div></div></div><div class="faq-cb-item"><div class="faq-cb-title"><h4>What tactics can help brands reduce cart abandonment during the holiday season?</h4></div><div class="faq-cb-tab"><div class="faq-cb-tab-inner"><div class="faq-cb-col-left"><p>Beyond urgency triggers like countdown timers, brands can reduce cart abandonment by sending reminders via email or SMS about abandoned carts, along with personalized incentives to increase conversion.</p></div><div class="faq-cb-col-right"></div></div></div></div><div class="faq-cb-item"><div class="faq-cb-title"><h4>What is the best way to use omnichannel marketing during Black Friday?</h4></div><div class="faq-cb-tab"><div class="faq-cb-tab-inner"><div class="faq-cb-col-left"><p>A successful omnichannel strategy connects online and offline experiences, such as using geolocation to suggest in-store pickups when online shipping deadlines have passed. Consistent messaging across channels—email, SMS, and social media—paired with unified customer profiles ensures seamless, personalized experiences regardless of where customers shop.</p></div><div class="faq-cb-col-right"></div></div></div></div><div class="faq-cb-item"><div class="faq-cb-title"><h4>How do B2B companies adapt Black Friday-style personalization strategies for their clients?</h4></div><div class="faq-cb-tab"><div class="faq-cb-tab-inner"><div class="faq-cb-col-left"><p>In B2B contexts, personalization focuses on tailoring communications to client segments based on purchase history, industry-specific needs, or engagement behavior. Strategies like triggered emails or exclusive deals for key accounts can foster urgency, similar to B2C tactics, and drive purchases even in industries like financial services or SaaS.</p></div><div class="faq-cb-col-right"></div></div></div></div></div></section><style>.faq-cb-shortcode {
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