Why personalization is key to Black Friday success

“When I shop, the world gets better, and the world is better, but then it’s not, and I need to do it again.”

This iconic line from Confessions of a Shopaholic perfectly captures the addictive thrill of shopping. On days like Black Friday, this feeling extends far beyond our beloved Becky Bloomwood—it’s a shared excitement where irresistible deals awaken the shopper in all of us.

Here’s a fun fact: in Italy, Confessions of a Shopaholic is "translated" I Love Shopping.

And honestly, who doesn’t?

Especially during Black Friday, with deals everywhere, it’s the one day where shoppers can’t resist the urge to search for the perfect bargain. In 2023 alone, shoppers spent an incredible $9.8 billion online on Black Friday (Adobe Analytics). It’s no longer just a day—it’s a season, with millions of people glued to their screens, scrolling for deals, and clicking “buy now” in a race against time.

But while shoppers enjoy the rush, businesses face a different kind of pressure. Black Friday isn’t just about offering discounts anymore. It’s about standing out in a sea of offers, where every brand is shouting for attention.

How can your brand capture the interest of shoppers when so many others are competing for the same clicks?

As a marketer or sales professional, preparation is everything during Black Friday. Your ultimate goal is to be top of mind for your potential customers—to create that “thumb-stopping moment” where your offer becomes the one they can’t resist. Competitive pricing alone isn’t enough because shoppers expect tailored experiences that meet their needs.

The numbers tell the story.

74% of consumers report feeling frustrated when website content isn’t personalized, while 80% are more likely to buy from companies that offer personalized experiences. In fact, personalized shopping cart recommendations influenced 92% of shoppers to make a purchase.

These figures show once again that personalization is the key to converting browsers into buyers,  ensuring your brand stands out and connects with customers.

During high-pressure shopping events like Black Friday, where everyone's fighting for attention, personalization is what sets your brand apart. It allows businesses to create shopping experiences that feel engaging and relevant at every step.

From homepage banners showing products based on what customers have browsed, to pop-ups offering discounts on items they're most likely to buy, every detail can be customized to fit each shopper's preferences.

Data is the backbone of effective personalization.

Interestingly, many consumers are open to this exchange. 63% of Millennials and 58% of Gen X consumers are willing to share personal data in return for customized discounts and offers. When done right, personalization doesn’t feel like marketing; it feels like a helpful interaction with a brand that truly understands them.

By analyzing customer behaviors—such as browsing patterns, purchase history, and demographics—brands can create experiences that resonate with specific shoppers. For example:

- Targeted offers: Shoppers are more likely to engage when promotions match their preferences or past purchases.

- Custom recommendations: Browsing data can help suggest products that align with the shopper’s tastes, increasing the likelihood of conversion.

Black Friday is the perfect time to see what works best for your customers. A/B testing tools allows businesses to test different content, promotions, or layouts to see which ones get the most clicks, sales, or engagement.

Even small changes can make a big difference during such a busy shopping season. By learning what your customers like, you can create experiences that drive more sales and keep them coming back for more.

The key to winning during Black Friday isn’t just attracting traffic—it’s converting that traffic into sales. Personalized offers are proven to increase conversion rates, and with personalization tools, businesses can create offers tailored to each customer’s preferences.

This level of personalization increases the chances of shoppers following through with a purchase, ensuring that your Black Friday campaign is not just about driving traffic but also about converting that traffic into loyal customers.

But how can you deliver personalized experiences?

Implementing personalization used to be a complex task requiring multiple tools, manual and complex integration and significant time investments. However, advancements in technology—like headless CMS platforms with built-in personalization—have made this easier than ever.

Platforms like Prepr combines headless CMS with advanced personalization capabilities, helping businesses deliver unique, personalized experiences across every channel. Here's how:

• Built-in Personalization: Prepr has advanced personalization tools built right in, so businesses don’t need separate systems. This means no more juggling multiple tools or guessing what customers want. Instead, businesses can create experiences that match each user’s preferences, like personalized product recommendations, dynamic banners, and special offers—all within the platform. These built-in features make workflows easier and faster, ensuring customers see the right content at the right time.
• Data management: Prepr’s advanced personalization capabilities allow real-time analysis of customer behavior, ensuring every interaction feels relevant and impactful. By collecting and analyzing customer data—such as browsing behavior, purchase history, and demographic details—companies can create tailored profiles for each customer. This allows for smarter segmentation, where shoppers receive offers and recommendations that truly resonate with their preferences, budgets, and shopping habits.
• A/B testing: Prepr lets you test and tweak your ideas quickly, all in one platform. No need to switch between tools—you can optimize your content and offers in real time. Built-in A/B testing tools allow businesses to experiment with different content, layouts, or offers to determine what resonates best with their audience. For example, you can test two headline variations or promotional strategies to see which drives higher engagement.

The benefits of personalization extend far beyond the rush of Black Friday. By using personalized experiences to engage shoppers, businesses can build stronger, longer-lasting relationships with their customers. Personalization fosters trust, increases satisfaction, and encourages repeat business—all of which are critical for long-term brand loyalty.

Prepr’s tools don’t just help you capture attention during Black Friday—they help you build a connection that lasts long after the event. With ongoing personalization, you can continue to engage customers with relevant offers and recommendations throughout the holiday season and beyond.

Here are the key takeaways from this article:

• Personalization is vital: Personalized experiences drive engagement, boost conversions, and help your brand stand out during Black Friday.
• Data makes it personal: Using customer data allows smarter segmentation and better customer targeting.
• Real-time adaptation matters: Dynamic pages and offers that adjust to live customer behavior create an engaging shopping experience.
• A/B testing helps you improve: Experimenting with content and promotions helps identify what resonates most, maximizing sales potential.
• Think beyond Black Friday: Personalization builds long-term loyalty, turning one-time shoppers into repeat customers.