What if your biggest challenge this Black Friday wasn\u2019t just selling more, but earning more?<\/strong><\/p>\n With Canadian consumers planning to cut their holiday budgets by 11% in 2026\u2014according to a PwC report\u2014businesses may be tempted to ramp up discounts to grab attention. But in a race to the bottom where everyone tries to be the cheapest, who actually comes out on top?<\/p>\n This year, brands will need to be more strategic than simply generous. A successful campaign isn\u2019t just about the size of the discounts; it\u2019s built on a relevant offer, a strong perceived value, and an experience that inspires customers to buy… and then come back for more.<\/p>\n Discover eight strategies to turn Black Friday and Cyber \u200b\u200bMonday into powerful growth drivers, without sacrificing your margins or your brand.<\/p>\n According to a PwC report cited by<\/a> Le Devoir, Canadian consumers plan to spend an average of $1,487 on gifts, travel, and entertainment; an 11% decrease from last year. This marks the second consecutive year that holiday budgets have shrunk across most of the country, following a record-breaking year in 2024.<\/p>\n However, these projections vary by generation: while Gen X, baby boomers, and millennials intend to cut back on spending (by 21%, 18%, and 6%, respectively), Gen Z plans to increase its budget by 8%. Meanwhile, families with children expect to spend nearly twice as much as households without children.<\/p>\n The trade dispute between Ottawa and Washington may once again influence consumer choices, much like last year: 72% of Canadians intend to opt for gifts manufactured outside the United States, and 54% say that, when faced with two comparable products, they would choose the one made in Canada\u2014even if it costs more.<\/p>\n The report also notes that 74% of Canadians still prefer shopping in-store. Could this reflect a return to “IRL” (in real life) experiences<\/a>, or does it point to the growing importance of omnichannel strategies, which allow consumers to discover products online before purchasing them in-store, or vice versa?<\/p>\n What does this mean for businesses?<\/b> As consumers become more selective, brands will need to stand out by clearly demonstrating the relevance of their offerings and the ease of the purchasing process, enhancing perceived value, and, above all, strengthening the bond of trust with their audience.<\/p>\n <\/p>\n <\/p>\n Do you have data on your Black Friday and Cyber \u200b\u200bMonday sales from last year? Now is the time to put it to use!<\/p>\n Analyze these 4 key areas:<\/p>\n You can then calculate the actual profitability, not only by looking at total revenue, but also at margins, advertising costs, and customer acquisition costs.<\/span><\/p>\n An increase in sales doesn\u2019t necessarily mean success if discounts and advertising spend eat up all your profits.<\/span><\/p>\n This data will help you quickly identify what worked well and what could be improved this year.<\/span><\/p>\n The goal is to make your offer more precise, clear… and profitable!<\/strong><\/p>\n <\/p>\n A newsletter subscriber list is a true goldmine for businesses, both in the short and long term. The value of a single email address extends well beyond an initial transaction; it could generate long-term sales, year after year.<\/p>\n By starting to grow your subscriber list several weeks before Black Friday (ideally as early as October!), you gain access to consumers who are interested in making a purchase\u2014consumers you can reach directly in their email inboxes.<\/p>\n The primary goal: to build a qualified audience.<\/p>\n Here are a few strategies for growing your subscriber list:<\/span><\/p>\n This is also the perfect time to clean up your lists by removing invalid or outdated email addresses!<\/span><\/p>\n Important: Ensure that your email campaigns comply with Canada\u2019s Anti-Spam Legislation (CASL). This law includes specific requirements regarding consent, sender identification, and an unsubscribe mechanism.<\/p>\n Here is an example of an email schedule for Black Friday and Cyber \u200b\u200bMonday:<\/p>\n The idea is to treat Black Friday and Cyber \u200b\u200bMonday as a single, cohesive campaign with messaging that evolves over time, rather than simply piling on an excessive number of separate promotions.<\/p>\n Adjust the frequency of your reminders based on your audience\u2019s engagement levels and specific preferences; sending too many messages can lead to “email fatigue” and increase unsubscribes.<\/p>\n Automated emails, triggered by specific consumer behaviours, can help generate sales throughout the entire promotional period, without needing to send each email manually.<\/p>\n According to Omnisend\u2019s 2026 E-commerce Marketing Report<\/a>, automated emails accounted for only 2% of the total volume of sent emails, yet generated 30% of the total revenue attributed to the email channel.<\/p>\n These automations include, among others:<\/span><\/p>\n Finally, don\u2019t forget to try out different subject lines and calls to action, and be sure to test the mobile version!<\/p>\n Every business wants its Black Friday and Cyber \u200b\u200bMonday sales to be a success, but what does that actually<\/em> mean?<\/p>\n We recommend focusing on these four metrics to drive growth:<\/p>\n You don\u2019t need to optimize everything at once. Choose one primary goal and one or two metrics to track, based on your specific priorities!<\/p>\n <\/p>\n In a period when everyone is competing for consumer attention and sales, now is the time to stand out!<\/p>\n Your Black Friday\/Cyber \u200b\u200bMonday campaign should look different from your regular content; it\u2019s the perfect moment to be bold and set yourself apart.<\/p>\n Here are a few strategies to consider:<\/p>\n Tailor your strategy to your specific situation. Well-established brands may have more creative freedom, for instance, by temporarily adapting their logo. Brands still building their reputation should focus on standing out while maintaining the visual cues that make them recognizable.<\/p>\n This is also a great opportunity to optimize your social media content by selecting formats that best align with your objectives.<\/p>\n The goal isn\u2019t to use as many formats as possible, but rather to ensure each one plays a specific role in the consumer\u2019s purchasing journey.<\/p>\n A few formats to explore:<\/p>\n First, choose a primary goal (increasing sales, boosting visibility, or fostering customer loyalty), then identify the most relevant performance indicators, such as conversion rate, cost-per-click, or average order value.<\/p>\n You can then select the formats and strategies best suited to your campaign.<\/p>\n <\/p>\n Not all consumers spend in the same way or for the same reasons\u2014especially during sales periods, when they are bombarded with offers. <\/span><\/p>\n That is why it is worth segmenting your audience based on your customers\u2019 purchasing behaviours, needs, and expectations.<\/p>\n Once you have defined your segments, tailor both your messaging and your sales pitch to each group, not just the promotion itself.<\/span><\/p>\n Instead of using a one-size-fits-all approach, strive to understand the specific motivations driving each customer segment.<\/p>\n For example, a loyal customer might value recognition, whereas a new customer may primarily need reassurance regarding product quality and delivery terms. <\/span><\/p>\n This allows consumers to feel that you are speaking directly to them in a way that aligns with their personal values, needs, and desires.<\/p>\n <\/p>\n Consumers are increasingly using artificial intelligence to inform their purchasing decisions.<\/span><\/p>\n According to a Salesforce study cited by Retail Insider<\/a>, traffic generated by AI-assisted searches during Black Friday 2025 increased fivefold compared to the previous year in Canada. The study also estimates that $173 million in online purchases in Canada were influenced by AI and digital agents during that day.<\/p>\n Meanwhile, PwC reports that 28% of respondents planned to use artificial intelligence to compare products and prices or to find gift ideas in 2026, up from 17% in 2025.<\/span><\/p>\n This is where SEO and GEO come into play!<\/span><\/p>\n SEO (Search Engine Optimization)<\/strong> involves optimizing content to improve its organic visibility on search engines.<\/p>\n GEO (Generative Engine Optimization)<\/strong> focuses on making brand information easier for search engines and generative AI tools to discover and use.<\/p>\n These two strategies are complementary: they help ensure that product information is clear, reliable, structured, and easy to interpret.<\/span><\/p>\n As Josh Lohr, a senior SEO manager at Contentful, summarizes: traditional search aims to provide results, whereas generative search seeks to provide an answer.<\/span><\/p>\n While these actions do not guarantee an immediate presence on search engines or AI tools, they help make your content more accessible, understandable, and actionable.<\/span><\/p>\n According to Omnisend<\/a>, discounts attract a large share of consumers during Black Friday and Cyber \u200b\u200bMonday. However, these discounts must still be profitable for your business!<\/p>\n There is no need to systematically offer major price cuts that shrink your margins, and might even lead consumers to question the credibility or quality of your products. <\/span><\/p>\n More modest discounts, when relevant, can be just as effective at sparking interest.<\/p>\n Beyond mere savings, the goal is to highlight what the consumer truly gains: simplicity, the joy of discovery, exclusivity, peace of mind, and so on. <\/span><\/p>\n These benefits should shape your campaign messaging and help foster long-term customer loyalty.<\/p>\n Remember, a simple price reduction isn\u2019t your only option!<\/p>\n Here are a few ideas to enhance perceived value without having to lower prices: <\/span><\/p>\n Finally, keep in mind that a good promotion must be credible, easy to understand, and profitable.<\/p>\n Be wary of creating a false sense of urgency or using terms and conditions that are difficult to see. Trust built by a brand is worth more than a conversion obtained at the expense of that trust.<\/span><\/p>\n <\/p>\n This is arguably one of the most challenging tasks: consumers have just finished spending… yet you need to stay top-of-mind so they\u2019ll shop with you again!<\/span><\/p>\n Here are a few tips to foster customer loyalty after Black Friday:<\/span><\/p>\n Remember: Black Friday should serve as a springboard for building a customer relationship, rather than just a one-off, isolated transaction.<\/p>\n Post-purchase follow-ups should therefore provide genuine value\u2014whether through usage tips, ongoing support, relevant content, or the discovery of complementary products.<\/p>\n <\/p>\n A successful Black Friday campaign is not measured solely by the volume of sales generated over four days. It must also strengthen your brand, protect your margins, and build lasting relationships with your customers. <\/span><\/p>\n Ultimately, the goal is not just to sell more, but to create greater value for both your business and your customers.<\/span><\/p>\n Storyline is your partner in developing a marketing campaign that combines strategy, content creation, and performance.<\/p>\n Shall we build yours together?<\/span><\/p>\n <\/p>\n <\/p>\n Sources: Omnisend<\/a>, Experian<\/a>, Host Advice<\/a>, Hostinger<\/a>, Scube Marketing<\/a>, Blog Dot Vu<\/a>, Gelato<\/a>, Lioness Marketing<\/a>, Anastasia Shtompel<\/a>, Whitley Studio<\/a>, Klaviyo<\/a>, Klaviyo<\/a><\/p>\n","protected":false},"excerpt":{"rendered":" Black Friday 2026 : 8 strategies to sell more without sacrificing your margins What if your biggest challenge this Black Friday wasn\u2019t just selling more, but earning more? With Canadian consumers planning to cut their holiday budgets by 11% in 2026\u2014according to a PwC report\u2014businesses may be tempted to ramp up discounts to grab attention. […]<\/p>\n","protected":false},"author":2,"featured_media":13231,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[64,63,65],"tags":[],"class_list":["post-13233","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-planning","category-marketing-strategy","category-tips-tricks"],"_links":{"self":[{"href":"https:\/\/storylinecommunication.com\/en\/wp-json\/wp\/v2\/posts\/13233","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/storylinecommunication.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/storylinecommunication.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/storylinecommunication.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/storylinecommunication.com\/en\/wp-json\/wp\/v2\/comments?post=13233"}],"version-history":[{"count":4,"href":"https:\/\/storylinecommunication.com\/en\/wp-json\/wp\/v2\/posts\/13233\/revisions"}],"predecessor-version":[{"id":13237,"href":"https:\/\/storylinecommunication.com\/en\/wp-json\/wp\/v2\/posts\/13233\/revisions\/13237"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/storylinecommunication.com\/en\/wp-json\/wp\/v2\/media\/13231"}],"wp:attachment":[{"href":"https:\/\/storylinecommunication.com\/en\/wp-json\/wp\/v2\/media?parent=13233"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/storylinecommunication.com\/en\/wp-json\/wp\/v2\/categories?post=13233"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/storylinecommunication.com\/en\/wp-json\/wp\/v2\/tags?post=13233"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Canadians\u2019 Holiday Spending Budgets on the Decline<\/h2>\n
8 Ways to Make Your Black Friday 2026 Campaign a Success<\/h2>\n
1. Base your strategy on last year\u2019s results<\/span><\/h3>\n
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2. Optimize your email list and campaigns<\/h3>\n
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Plan your communications from Black Friday to Cyber \u200b\u200bMonday<\/span><\/h4>\n
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Leverage automated emails<\/h4>\n
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3. Track your growth indicators<\/h3>\n
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\nHow to do it: Bundle complementary products and create incentives tied to a minimum purchase amount, such as free shipping or a gift with purchase.<\/em><\/li>\n
\nHow to do it: Send “save the date” reminders and exclusive VIP offers to customers who made a purchase during last year\u2019s Black Friday but haven\u2019t placed an order since.<\/em><\/li>\n
\nHow to do it: Track the number of new customers and their acquisition cost, then segment them to tailor your communications.<\/em><\/li>\n
\nHow to do it: Set sales targets for the product categories you want to prioritize.<\/em><\/li>\n<\/ul>\n4. Design a visual identity and campaign for your seasonal sales.<\/h3>\n
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5. Personalize your audiences<\/h3>\n
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6. Optimize Your GEO and SEO<\/h3>\n
What is the difference between SEO and GEO?<\/h4>\n
How can you optimize your website for both SEO and GEO?<\/span><\/h4>\n
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7. Choose your discounts and promotions wisely.<\/h3>\n
What promotions can you offer beyond traditional discounts?<\/h4>\n
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8. Maintaining consumer interest after the sales<\/h3>\n
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Conclusion: A profitable campaign begins with a clear strategy.<\/h2>\n